As a B2B marketer, your primary goal is to drive sales.
It’s more complex than creating a stellar marketing campaign and waiting for the sales to roll in, where customers are more cautious about spending money on new products and services.
Your job is made even more challenging by the fact that you are targeting businesses rather than end users (who are much easier to sell to).
Even though they’re your target audience, B2B businesses aren’t interested in being pandered to with super-generalized marketing messages. Instead, they want to use raw data and statistics to make informed decisions about their business and client’s businesses.
Instead of getting desperate, you must shift your focus from driving sales alone to driving profitable sales that lead directly to ROI for your company.
Do you want to succeed as a B2B marketer in today’s challenging environment?
Then, here are six digital marketing strategies you should be using right now:
Have a Solid Marketing Strategy Before You Start
Marketing is a long-term strategy, not a short-term tactic.
Before you even think about diving into any of these strategies, make sure that you have a clear idea of a few things about your company like:
- Core values
- Target audience
- Knowledge about products or services.
If your company is new, it can be difficult to find your niche. If this is the case, you should look into investing in some traditional marketing strategies before investing money in digital marketing.
Traditional marketing campaigns like print ads, radio/TV spots, and billboards are much less expensive than digital marketing campaigns. They will provide you with some insight into your target market.
Regardless of how long your company has been around, you must constantly evolve and adapt to stay relevant.
This requires you to be open to feedback from your existing and potential clients, as well as the changes happening in your industry.
Leverage Email Marketing Strategies
Email marketing is still one of the best ways to reach your target audience and keep them engaged with your business. In addition, email marketing is a cost-effective way to advertise, market, and sell products and services.
Here are some strategies for email marketing that can boost your conversion rates:
- Set up an email autoresponder with welcome messages and follow-up emails. This will help you build rapport with subscribers and encourage them to buy from you in the future.
- Use email sign-up forms on your website or social media pages. This way, visitors can easily register for updates or receive newsletters directly by email.
- Include a call-to-action (CTA) button at the end of each email that directs visitors to click on it to claim their free download. Or access special offers relevant to their interests or needs.
The CTA can be as simple as a link or as complex as an embedded video or coupon code that customers need only enter at checkout to redeem their content or offer automatically applied during checkout.
Partner with Influencers
If your company has a product that appeals to a broader audience than just B2B clients, one of the best digital marketing strategies is to partner with influencers who can help you expand your reach.
There are tons of social media influencers out there who have large followings on platforms like YouTube and Instagram.
Partnering with these types of people is a great way to add some pizazz to your marketing campaigns, especially if your product isn’t very exciting on its own.
For example, let’s say you’re a coffee roaster who sells bags of coffee beans. You could partner with a popular YouTuber who makes “unboxings” of various products and have them showcase your coffee.
Use Native Advertising Strategies
Native advertising is any ad that blends into the content surrounding it. It is designed to fit seamlessly into the consumer’s newsfeed or website, which makes it much less obtrusive than traditional display ads.
This allows your ads to be seen by a wider audience while simultaneously decreasing your cost per click.
Native advertising is ideal for B2B marketers because it allows you to target a smaller audience (like a specific industry) while still maintaining your brand’s reputation.
Some of the best ways to use native advertising include:
- Sponsoring a relevant podcast or radio show
- Creating content-based ads for industry magazines
- Partnering with industry blogs that accept paid content
Utilize Video Advertising Strategies
Whether you’re marketing to potential clients or trying to keep your current customers engaged. Then, videos are a fantastic digital marketing strategy that should definitely be a part of your current marketing mix.
For example, if your products are primarily B2B and difficult to explain with words, then you could record a short video that walks viewers through what your product does.
Or, if your product is consumer-facing, you could create a series of videos that walk people through how to use your product.
Try creating a series of explainer videos that help your customers understand the benefits of your product or service. These don’t have to be long or complicated.
In fact, short, concise videos are often more effective.
Implement a Paid Marketing Strategy
This one is pretty self-explanatory. Paid marketing strategies include things like promoted posts, native ads, and sponsored content.
Depending on your budget (and the type of company you work for), you may have access to paid marketing strategies like Google AdWords or Bing ads.
An important thing to remember is that, unlike other B2B marketing strategies primarily geared toward building leads, paid marketing strategies are focused on creating sales leads.
When using paid marketing strategies, you should be careful not to spend more than you can afford to lose.
Remember: the point of paid marketing strategies is to create sales leads, not to increase your brand awareness.
If you aren’t creating any sales leads, then you aren’t making any money for your company.
The Last Words
As B2B marketer, it’s important to remember that businesses are more cautious than ever about spending money on new products and services.
To succeed in today’s challenging environment, you need to shift your focus from driving sales alone to driving profitable sales that lead directly to ROI for your company.
For that to happen, you need to have a solid marketing strategy before you start, and you need to be constantly evolving and adapting to stay relevant.
You also need to be open to feedback from your clients and be willing to try new things.
For the best B2B marketing services, you can consider Design Genious. We are experts in providing updated marketing services to make your business grow faster.