Tips for Making a Lasting Impression
with a Multifaceted B2B Marketing Plan.
Outshine the competition, gain market share and make a name for yourself. A strong brand and marketing strategy helps your B2B business do all three — and then some. Especially when roughly 90% of business decision makers ignore cold outreach, having a solid multi-faceted marketing strategy can open the door to new connections.1
B2B marketing, or business-to-business marketing, is unique when it comes to promoting your company’s offerings. Rather than appealing to the end user, you’re trying to catch the attention of other businesses that can use, distribute or benefit from your services and goods. This means you’ll need to take a strategic approach to marketing to make sure you’re connecting with your customers in a way that hits on their specific concerns, challenges and pain points — which may be different from the end user. While B2B marketing is different than traditional B2C marketing, that doesn’t mean you can’t still wow your customers. When you want to sweep your customers off their feet, here are a handful of ways to improve your chances with B2B marketing.
Dig Deeper with
Get strategic with your business’ online ads. Did you know that about 80% of people search for local businesses online — including B2B goods and services? 2 Implementing a search advertising strategy can play a major role in increasing your chances of being found online. Whether you zero in on Google, or you want to branch out to other search engines, a solid search advertising plan will increase brand awareness and put your company in front of your targeted audience.
Examples of Search Advertising:
Here are three of the most common types of search advertising options used.
- Traditional PPC (or Pay-Per-Click): With these ads, your company can target specific key words and search terms to appear at the top of the search results — or, in industry lingo, SERPs (search engine results pages). As the name suggests, advertisers pay for each click on their ad so that money is spent on engagement rather than visibility.
- Google Shopping Ads: Your business can use these ads to highlight specific products you sell, honing in on product and brand name.
- Google Local Services Ads: These ads are ideal for targeting local customers and browsers in your area.
Make Email Marketing
Open the inbox to possibility. Effective email marketing can increase overall brand awareness among current and potential customers. Sending out weekly or monthly emails containing articles, product or services spotlights, latest projects or partnerships and other information, educates your B2B target customers on what your company is all about — all while bringing value and keeping you top of mind.
You may also want to consider refining your email list, curating content to segmented groups, adding personalization and running A/B tests to see what headlines, send times and messages are connecting best with your audience. Plus, an effective call to action can move your emails from a standard 2% conversion to a 4% or higher conversion rate. Depending on the size of your list, this could turn into great warm leads for your business.
Get your site in front of the right people. Your website is often the first way a potential client interacts with your business, so you want to make sure it gets seen. Your site’s metadata and keyword strategy will go a long way toward making your company more visible online. You’ll want to make use of product-specific landing pages, SEO keyword strategy, geo-targeted keywords and other techniques to improve the search engine optimization of your content. The SEO world is constantly changing and partnering with a marketing agency can keep your site fresh and relevant.
SEO Tools and Resources:
Keeping up with SEO changes can feel like a full-time job — and it is! Luckily, there are several online resources that can help streamline the process and help ensure your efforts are effective. Here are some of the most popular SEO tools on the market today:
- Semrush: A multifaceted tool that takes an “all-in-one” approach, this tool can be used to help improve your site’s visibility, gain complex marketing insights, keyword research and content optimization support.
- Ahrefs: This is another robust tool that provides in-depth analysis tools to help grow search traffic and, ultimately, optimize your website’s performance, content and visibility.
- Ubersuggest: While not as in-depth as the two previous tools, this resource—created by Neil Patel—is available with a free account and can help with keyword research and site audits.
- Google Keyword Planner: And, to round out the list, another free tool—this time from Google. While this tool has more limited capabilities than the others, it can also be helpful for keyword research for paid ads.
With all the data available to companies these days, are you sailing your “data lake” effectively? Take stock of where your customer data is coming from — whether it’s direct feedback, surveys, social media comments, reviews or any of a hundred other places you’re getting information about your customers or clients. Take time to review, identify trends and analyze data to gain clear insights into your process. Investing the time and resources to truly understand your current customers — their concerns, goals, experiences and expectations — will help you make better marketing decisions for the future.3
Consistent social media content helps brands stay connected to customers and raise top-of-mind awareness with decision makers.
AND BUILD LOYALTY.
Finally, don’t forget to build connections. Social media helps current and potential customers stay in the know and feel connected to your company. Why is this so important? Nearly 84% of C-level execs use social media to make buying decisions for their companies, according to a survey by IDG. Build relationships with potential customers by sharing useful, engaging content on social media. For the best results, stay on top of your posting schedule and share content on a regular basis.
84% of C-LEVEL EXECS USE
B2B marketing strategy has multiple layers. It may seem overwhelming at first glance, but with the right plan it can build a steady stream of leads and enhance existing client relationships. As a full-service marketing and branding agency, Design At Work helps companies build and execute B2B strategies every day, and we can help you with a tailored plan for your business. So, if you’re ready to wow your customers, let’s connect and get the ball rolling on your personalized marketing strategy.
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