Digital marketing is a tool everyone needs in this day and age for their product or services. However, a lot of B2B businesses feel they do not need to resort to digital marketing. But that’s where they might be wrong! To ensure your brand is adapting to the market, you need to optimize your digital marketing strategy to drive digital transformation and ensure you’re talking to the right people on the right channels. As a B2B company, you need to be able to speak to businesses, and this requires a different approach than engaging consumers.
Digital marketing starts with the most basic requirement for every firm, their website. Websites are dynamic, evolving entities, and require monitoring to be unique. This means you have to ensure it provides solutions to potential clients, showcases your expertise, and acts as an easy point of contact for consumers. Your company website should be an industry resource that makes it simple for customers to know in seconds exactly what you do.
The website of your company can further be amplified with Search Engine Optimisation. Without SEO, it isn’t possible to get new visitors to your site, and without visitors, your business won’t grow. SEO helps search engines like Google find your website and raises its rankings higher. To be found, you want to be on the first page of any search. The goal would be to find and use the most effective keyword phrases to help search engines find your company website.
To get the most for your marketing integrating, spending, and optimizing your offline and online marketing efforts is essential. You can work the two together seamlessly to reach as many companies as possible and provide superior customer service.
A few ways to combine B2B marketing offline and online integration include:
- Direct offline activity online using keywords, QR code or a landing page
- Gather email addresses at offline events such as networking events or conferences
- Use bespoke coupons that can be used on the landing page or website. Once they are used, you know the consumer has come from offline activity.
LinkedIn comes out on top to engage B2B consumers followed by Twitter and Facebook. The one thing you want to avoid on social media is overt selling pitches. Instead, ensure your content engages and informs to provoke curiosity and direct people to your product/services.
The easiest way to begin your B2B digital marketing strategy is to list all the digital resources you own, including logs, landing pages, websites, and social media platforms. If you have access to analytics, look for the assets that have helped close sales or generate leads. If you haven’t access to this data, examine the resources that received the most shares, clicks or visits. That will provide insight into what has been working well for your brand. Remember, it’s never too late for your business to start using digital marketing strategies.