With so many channels making up the marketing mix, it can seem like you need to appear everywhere to succeed. But sometimes less is more, and quality is more important than quantity. It is crucial to find the right marketing channels for your B2B organization, and fuel them with high-quality output for success.
Internet marketing strategies
Your B2B marketing approach needs to consider online approaches to achieve success. A Google study found that more than half of smartphone users have found new products and brands while searching the internet. According to Lyfe Marketing, more than a third of online shoppers use social media for inspiration when making a purchase. And, fewer than 10% of internet users make it past the third page of their preferred search engine. All of these factors are significant to your B2B organization and should determine the channels your business should use. Successful online marketing strategies must include a number of channels and approaches.
Invest in high-quality content for your buyers and prospects — almost half of B2B buyers consume 3-5 pieces of content before speaking with a salesperson, according to Curata. Blog posts, eBooks, videos — anything that positions you as an industry leader. While it’s an age-old strategy, email marketing is still a tried and tested approach to success. In fact, Hubspot found almost three quarters of millennials prefer it when businesses reach out to them via email. Prioritize website optimization — develop an SEO strategy and work your way to the top of Google. Creating keyword optimized content, improving CRO and reducing bounce rate all come into play here. The higher up your business appears, the more trusted you are by potential buyers. Use appropriate social media channels to link to your quality content and inform followers about your business. Do your research and decide which platforms work best for you. Here are some stats to help fuel your decision.
- According to Statista, 66% of marketers believe LinkedIn to be the most effective B2B platform.
- Instagram found 80% of its users follow at least one business account.
- Twitter found 85% of followers feel more connected to a small business after following them.
- According to Hootsuite, Facebook has 80 million small and medium sized business accounts.
- 73% of B2B marketers say video positively impacts ROI, according to Blue Corona.
Affiliate marketing is essentially an arrangement between a retailer and a business site. A website will display an advert or include a link to a product, and every time a visitor purchases a product through that ad or link, the website owner will take a percentage of the profit. In some cases, the website owner will make a profit based on clicks alone, known as Pay Per Click (PPC). Similar to modern-day social media influencer marketing, it is all about using a third party with followers, buyers or visitors from your industry to get your product or business noticed. It works, too — according to Business Insider, affiliate marketing is generating 16% of all online orders and Mediakix discovered 81% of brands rely on affiliate programs. Develop an affiliate marketing strategy to make B2B connections and get your brand noticed.
Your brand is all about your reputation and your brand positioning within the market. You need to define who you are, what you do, what matters to you, and who your customers are. Think about establishing brand guidelines, a clear vision and a recognizable tone of voice. Your brand strategy should advise your marketing decisions — the marketing materials you develop, the marketing approaches you select, and product branding you decide on should all reflect your brand strategy. The best established and most powerful organizations are the ones that have created a recognizable, consistent brand that stands out from its competitors. If marketing is about getting noticed, then your brand is what you get noticed for.
Event marketing & experiential marketing
Event marketing gets you in front of the people that matter most to your business. Experiential marketing is about creating an unforgettable experience that makes an impact. These work hand-in-hand. Events are your chance to network and make connections. Get creative and develop an experience that wows your prospects! Think bigger than gimmicks — how can you develop an experience that shows potential customers what your brand is capable of in a fun and engaging way? Audience participation, giveaways, demonstrations, games… the more creative, the better. Be sure to choose your events wisely — attend events that are crucial to your industry, sector or customers.
Direct mail marketing
According to AdWeek, more than half of consumers want to receive mail from brands they are interested in. Direct mail sees businesses sending literature, promotional offers, or gifts to potential customers. It can be really effective — Resource for Solutions discovered that 80-90% of direct mail gets opened, and Ballantine found that the ROI for direct mail campaigns is around 20%. This is your chance to reward loyal customers, engage new customers, upsell and cross-sell to existing customers and impress leads and prospects. Think outside of the box, send personalized communications and get the most out of your direct mail marketing campaign.
Account-based marketing (ABM) is very current within B2B marketing strategies. Research your existing customers to discover who your audience is. Identify key businesses you want to work with and send them personalized marketing communications. It is the ultimate in personalized marketing and proves a huge success. Consumers are demanding personalization — in fact, more than three quarters of consumers will only engage with personalized offers, according to Loyalty360. And, Evergage found that 63% of consumers said they’d think more positively of a brand that provided relevant content. It also benefits your business in a big way — ITSMA found almost 85% of marketers found ABM outperformed other marketing approaches. And, 87% of B2B marketers agree that ABM delivers a higher ROI, too.
When it comes to marketing, personalization is key. Define your audience, establish their wants and needs, and don’t adopt a one-size-fits-all approach. Personalization helps brands engage new prospects, develop loyal customers, and entice existing customers back in. Don’t miss out on the ultimate key to marketing success — include personalization in your wider marketing strategy. You can learn where personalization fits within your marketing strategy here. If you are looking to create a personalized marketing experience, then it’s time to discover Webeo. Website personalization software from Webeo works in real time — so all visitors landing on your site will receive an experience bespoke to them. From tailored content and imagery to personalized calls to action. Embrace the power of personalization and request a free Webeo demonstration today.