The modern world is developing very quickly. It seems that every morning we wake up to a slightly different reality. And in many respects, the reason for all this is the rapid development of various IT technologies. The process of digital transformation directly affects the field of marketing. In this article, we will detail the 5 most effective tips to help you create a clear and successful digital marketing plan for your B2B business. But first, let’s shed some light on what B2B is.
What is a B2B Segment?
B2B (business to business, business to business) is the activity of a company (marketing, trading), which is focused on interaction and benefiting from cooperation and provision of services to other companies. Unlike the B2C (business to customer) segment, where companies interact with the end consumer, in the B2B market, other businesses become the target audience of companies. However, not every relationship between two companies can be attributed to the B2B model.
Key Features of B2B
It is customary to refer to the B2B segment as the supply of goods and services by one company to another with the following conditions:
- Goods or services will be the main or auxiliary in production, will become consumables for it, and will be fully used,
- In the course of use, goods can be subjected to both minor changes following the company’s goal, and complete modernization/refinement, during which a completely new product appears.
- The use of goods and services brings benefits to the company. Goods and services are not used for subsequent resale.
Among other things, you can read a very interesting article on the Forbes website. It is devoted to describing the key components that a digital marketing plan for a B2B business should consist of. It should be noted that all the information provided is expert and reliable. Now we invite you to explore our tips for you.
Tip 1: Search Engine Optimization and Content Marketing are the Base
New visitors to your business website are, first of all, the fruits of effective search engine optimization. And it is fresh visitors who will help your entrepreneurial offspring. Let’s not argue with the fact that SEO is hard enough. It’s in your best interest to either hire someone to help improve your SEO or work with a company that can do it for you. In our opinion, using SEO optimization startup consulting services is the best option in this case.
Tip 2: High-quality and Well-thought-out Website
Websites today are practically living and breathing objects that require care. A quality website is one of the most important components of a B2B digital marketing plan. It is very important to understand that a website should not just be stylish and pleasing to the eye. The main task of the site is to clearly and clearly state the essence of the solutions that you are ready to provide to your potential customers.
A B2B site must:
- Be suitable for your target audience
- Be mobile-friendly.
- Call visitors to action (get a quote, schedule an appointment, request a white paper, etc.)
- Show relevant reviews.
- Have useful industry information
- Be updated regularly
The structure of the site should be tenacious to facilitate the search process. When visiting your B2B company’s web portal, other entrepreneurs want to understand how you can solve their needs and pain points better than your competitors.
Tip 3: Social Media
Some B2B entrepreneurs may be tempted to avoid using social media while creating their digital marketing plan. Yes, let’s not argue with the fact that this part of the plan needs extra attention. But all efforts will be paid off – after all, social networks can increase the interest of potential customers in your product by several dozen times.
The best solution for B2B is Instagram, but Facebook can also be useful and bring good results. Perhaps, in the B2B segment, social networks will not give stunning and large-scale results, as it happens in the B2C segment. Therefore, the best solution for promoting your company through social networks is to hire an experienced SMM specialist. After all, SMM specialists can create useful content, designed according to all legitimate Instagram. A good specialist will significantly speed up the process of promoting your company’s account and make your brand recognizable among the audience of a certain social network.
Tip 4: Email Distribution
According to the survey, about 60% of B2B marketers consider email marketing to be the most successful component of their digital marketing plan. With the ability to automate personalized emails, many B2B business owners can keep in touch with past customers and remind them of themselves.
A weekly email with company news and updates will not seem intrusive and will help customers stay up to date, as well as remind you of your company when the client company needs specific products or services. It’s worth taking the time to send out one-on-one emails to see how the client’s business is doing. It may seem surprising, but it is not uncommon for business owners to respond to such emails and subsequently place orders. Remember, when it comes to emails, brevity is essential.
Tip 5: Video Content
Google research has shown that 70% of B2B customers prefer to watch videos when choosing a product. About 70% of B2B marketers said they include video content in their marketing campaigns. Video gives the site personality, makes it easier to perceive information, and increases the time that potential customers spend on the page. And this, in turn, helps to increase the ranking of the site in the search results.
These days, videos are pretty easy to record, edit, and upload thanks to a wide variety of editing tools and software. The main thing is not to get hung up on trying to create the perfect video. People are drawn to real people with whom they can comfortably communicate, preferably on an equal footing, and overly glossy video content can create a feeling of excessive distance.
Final Thoughts about B2B Digital Marketing Plan
All in all, a B2B digital marketing plan can produce some really cool results. The most important thing is to learn the basic elements of how to make it effective and make it work for you. Use the tips and tricks in this article to start planning your own B2B marketing strategy and then implement it the way you want (and need to).
Remember that as your business grows and develops, so does your target audience. This means that your approach to digital marketing must also change. If you do it right, your business will be able to convert more leads into customers and increase revenue. As a result, you will be able to scale your B2B product and achieve your goals faster. By the way, do you plan in the future not only to maintain high-profit margins but also to scale up your B2B product?
Experts in this field can provide and apply the most effective key phrases to help search engines find your site. So keep in mind that the B2B cycle tends to drag on. Moreover, nowadays the topic of an online advertising is also very relevant.