The digital marketing agency for B2B companies
According to statistics, 83% of the B2B buying process is managed on its own while only 17% of the process involves a dialogue with potential suppliers. These new customer behaviors require greater adaptation from B2B companies if they want to succeed. Selling a product or service, therefore, requires extra effort to get through a sale.
B2B companies have great opportunities to learn through digital marketing what their customers prefer, in order to create effective sales processes that are based on what the target group wants. Adapting their sales and marketing to match the customer’s needs requires a redistribution of budget and resources. If you rely on old marketing methods, you risk losing market share over time. The majority of customers, over 70%, prefer to do online searches on what they are looking for to see which solutions suit them best. This means that if your company does not have a strong online presence, you risk losing customers to competitors.
It can be a long journey from a potential customer doing online research to them choosing to contact your company and becoming a customer. Thanks to digital marketing, you can increase your chances of making a deal when you share content and information in a helpful way that solves your target audiences’ problems. By investing in digital marketing, you sit in the driver’s seat and show that you are a thought leader in your area of expertise. This helps to strengthen your brand while you guide your target audience through the entire buying process.
How B2B companies benefit from digital marketing
You know what your potential customers care about more than sales – their reputation. There isn’t anybody who wants to be viewed in a bad light, especially your potential customers. Your B2B marketing strategy has to eliminate your target audience’s risk, build their trust, and connect with them on a personal level if you want them to bet their reputation on your product.
How do you show your target audience that your business can deliver value to them? The answer is through a digital marketing strategy that delivers a consistent and compelling message that shows your expertise, efficiency, and capacity. Today, a customer journey can move quickly between digital and physical meetings. This means that B2B marketing must be clearly linked to the sellers’ activities and that the sales team takes an active role in the marketing work.
The basis for digital marketing is to start from the customer’s needs and not the own company’s. Most B2B companies have often segmented their customers based on company size, geography, and business area. Instead, B2B companies need to realize that their target audience is also people. It is important to understand and communicate with them as people – not as organizations or companies.
Here are some of the benefits that B2B companies can get from digital marketing:
- Lower marketing costs for acquiring new clients
- Increase brand awareness and credibility
- Attract quality leads to your website
- Easier to measure your ROI
6 digital marketing strategies for B2B companies
1. Search Engine Optimization (SEO)
Having an optimized website is a requirement from Google and other search engines in order for you to rank high and be considered a credible source. SEO has proven to be extremely important for B2B companies as statistics show that 61% of B2B decision-makers start the decision-making process with a web search. By working with SEO continuously, you reach your target audience in a cost-effective way and ensure that you are at the forefront when it comes to getting relevant content in front of their face when your target audience needs it.
2. Content marketing
It’s not only enough that you have an optimized website but rather that you have content that is relevant to the target audience that you want to reach. The goal of investing in content marketing is to build brand awareness, get more organic traffic to your website, and generate quality leads to increase your sales.
Informative content, such as articles, white papers, and testimonials, that shows your company’s expertise and services can help attract B2B buyers. Since the majority of B2B customers choose to do research online before making a purchase, it’s essential that you create content that they are looking for, otherwise you risk losing potential customers to your competitors.
3. Email marketing automation
Email marketing is a powerful tool for any B2B company to build and nurture potential clients, and it delivers the highest ROI of any marketing channel with a ratio of 40:1. However, unlike email marketing for B2C companies, the majority of your B2B email campaigns should provide relevant information instead of highlighting your products.
If you invest in email marketing automation, such as HubSpot or Pardot, it will allow you to develop integrated workflow campaigns that send specific emails depending on the subscriber’s action or time in the sales pipeline.
Email marketing automation helps nurture leads and deliver more qualified leads that your sales team can work on. Instead of wasting your sales team time vetting prospects, your email marketing automation tool will provide the needed insights into when leads are ready for the final sales pitch. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost, and nurtured leads make 47% larger purchases.
4. Social media
Social media is a great way for your B2B company to be seen, especially considering that almost 4 billion people have an account on a social media platform. There is a good chance that your target audience is also there, especially on LinkedIn or Twitter where these platforms can get you in touch with managers and business leaders who can be potential customers for your company. Statistics show that more than half of B2B buyers use social media to make purchasing decisions.
Therefore, make sure to be active on the social media platforms that you know your target audience is spending time on. Share posts and content that is valuable to your target audience, because this is a great way to connect with them in an organic way. It can also be smart to use paid advertising to get more leads and influencer marketing can also be a good strategy if you want to spread your brand to more audiences.
5. PPC Advertising
By using pay-per-click advertising (PPC), you pay to get more traffic to your website. Google Ads and Linkedin Ads are platforms that B2B companies usually market themselves on. It is a smart way to get traffic to your website quickly because getting organic traffic through SEO can take a longer time. An important reason why B2B companies should use PPC is that the value of their potential customers is greater than in other industries. It is effective for moving prospects through B2B sales funnels faster and ultimately generating more sales. However, be sure to target the right audience to get more conversions if you want to get good returns from your PPC ads.
Whether your conversion goal is to get your lead to download a white paper, attend a webinar, or make a purchase, the likelihood of your visitors taking this action is low. Since less than 2% of your web traffic converts on their first visit, with the help of retargeting ads, you can dramatically increase conversions by re-engaging the 98% of web traffic who left your website to take action with your brand.
According to a survey by the Content Marketing Institute, the majority of B2B companies use webinars in their marketing strategy. It offers companies an opportunity to target a specific target audience where they can discuss their value proposition. Webinars ensure that you get new leads to the top of your sales funnel and it also helps to get existing leads further down in your sales funnel. If you are not currently using webinars to increase your company’s reach and branding, it’s time to start now.
A smart way to increase registrants to your webinars is to publish and promote it on your website and newsletter and through relevant publications. This is a great way to generate traffic and leads from a one-time event. B2B companies use webinars as a platform to be seen as a credible and reliable brand, promote strong relationships with partners, and last but not least increase customer engagement.