It is undeniably noticeable that marketing strategies are continuously evolving from time to time. Presently, B2B marketers will be able to observe that old techniques are being replaced with new ones. Interferences of machines and other artificial intelligence are changing the approach of how B2B buyers interact with brand varieties online. With so many available methods to choose from, selecting the best and perfect strategy is a tough challenge. In fact, trial and error are always applied, you can never judge the effectiveness of one strategy without experiencing the other. Business organizations should have the ability to be responsive and provide proper decision making when choosing the mixture of tools and tactics to use in order to improve the buying experience. To know a better understanding of the transparency of B2B marketing, kindly continue reading.
Here are some strategies that can support your B2B sales and marketing goals in 2019 and beyond:
1. Content marketing
Based on the recent survey, 78% of B2B respondents responded that they are currently using content marketing strategy. Most successful marketers apply proper researching and resourcing to have a well-documented strategy. Leading companies stated that the two most benefits of comprehensive documentation are enhancement of common goals and improvement of decision making whether which content needs further development.
Through educational assets and exclusive trainings, majority of B2B marketers are able to nurture leads and build audience trust, which is very important for inbound marketing. Inclusion of content that can provide encouragement for better audience participation and community building could increase the effect of educational assets. For instance, a trivia enriched blog post can contain link which directs the user to an interactive quiz that test the reader’s knowledge and familiarity.
In addition to blogs, operative content strategies also include white papers and other written assets, varieties of media, such as podcasts, infographics and videos. In reality, video content is necessary and should be established inn your content mix. Users prefer a video-based content compared to other formats. Videos can gain more engagement that is why it is a must-have content.
2. Email marketing
Utilization of email marketing has been applied by B2B marketers ever since the launch of the internet, but it does not mean that it is already a useless and outdated tool. As the years passed by, email marketing strategies and its technological system have evolved significantly so that it can cope with the present modernization. It’s still one of the best ways to stay connected to different types of prospective customer’s, either a cold, warm or hot leads. It can also help to keep even your existing customers.
That is why it is of high importance to have subject lines and content. An effective email subject line makes the clicking more irresistible to target market. Time-sensitive offers, questions, calls to action and even non sequiturs can easily tempt and encourage readers to click and open the message. Engaging email content provides reader satisfaction to initial curiosity and further relevant attraction. An interactive content can increase your engagement rates and improve your buyers’ experience.
Do your customers need support? Do they always ask queries and assistance? This is the perfect time when intelligent chatbots can come to rescue. Based on the report of Business Inside, 80 percent of businesses already uses or plan to seek the assistance of chatbots by 2020.
Chatbots automatically and instantly provides answer to most frequently asked questions. The system is design to help you save human resources for more complex customer interactions. Chatbots can support communication to new leads and direct them to sales staff. During the integration of chatbots to business’s website, apps and social media accounts, the organization need to carefully assess their customers’ need in mind.
4. Social media
B2B marketers find it difficult to choose on which social media platform they will invest their marketing efforts, some also missed the opportunity of using effective platforms that might work for them. But according to recent statistics from Statista, Facebook remains as one of the most important social media platform.
Facebook, the network once originally used to connect with friends and family, has already changed its algorithm to cater the users’ demand. B2B marketers can now use this in their marketing campaigns. With its newly designed system, Facebook can provide targeting and advertising solutions that is very effective especially for B2B marketers. You can post your company’s content and attract further engagement on the site.
Just be aware of your target market and purpose before incorporating any of the available social media platforms in your marketing strategy it can either be using Facebook, LinkedIn, Twitter or Instagram. But the ones you will choose should increase your engagement rate.
PPC stands for pay-per-click. It is a model of internet marketing in which advertisers pay a fee every time one of their ads is clicked. Search engine advertising is one of the most prevalent forms of PPC. It permits the advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is relevant to their business offering. For instance, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page as it generates information on its system.
PPC networks leverage machine learning algorithms produce exact matches. With persistent analytical support, PPC ads can drive more traffic on your site. These networks also support marketing automation by maximizing the efficiency of marketing team.
Initial interaction with potential customers is not enough. Remarketing tactics assisted by a content strategy can improve a brand’s engagement to customers all through the buying process.
Here is where further internalization and breaking down of data is applied. Analytical models evaluates massive amount of information to generate value for marketing team. Rather than wasting chances on guessing what do customers want and how do they spend time on the internet, analytical reports show customers’ interaction in a precise presentation.
B2B marketers can develop campaigns with more assurance. Analytics can also be used to view customer behaviors across different channels and optimize the engagement thru adjusting buyers’ experience.
8. Channel integration
Multichannel campaigns require more resources, but the value they can generate is great. An excellent channel experience not only integrates marketing and sales, it also assists customer support and product development.
B2B leaders believe that customers’ experience is critical to every organization. And channel integration supports this goal by giving consistent experiences all through the buyers’ journey.
9. Mobile optimization
As the years passed by, people spend more and more time on their mobile devices and tablets, but many websites still aren’t designed to accommodate different screen sizes and load times. Mobile optimization takes a look at site design, site structure, page speed, and more to assure you are not entertaining possibility of bouncing rates.
B2B marketers should optimize their web site for mobile. This means that content fits well to smaller screen of a smartphone, action buttons are workable with touch screens, and users only have to scroll up and down, not left and right. You can also add social media sharing buttons. Functionality, design, speed and convenience are the key to deliver content-rich mobile and video experiences to prospective and existing customers.
10. Influencer marketing
One way to control B2B influencer marketing for the growth of your business is to write guest blog posts for influencers. Guest posts on the sites of influencers who have high predominant authority can do surprises for your business advancement.
Influencers should offer the following:
- Influencers should reach large audience
- Influencers should regularly provide relevant information about your brand
- Influencers’ content should have frequent engagement with users.
- Your influencers should have valuable contacts like other co-influencers. Every influencer can lend opinions regarding leadership and professional credibility to a brand that can result to a more respectable name.