What If today ‘s B2B buyer expects the same type of experience as a B2C buyer ? Are you a B2B business? So, if your company sell products or services to other businesses, don’t you think it’s time to update your B2B marketing strategy for a new generation of buyers? Think about it.
New technologies of digital age continue changing the B2B marketing landscape, enabling new forms of B2B marketing practices to gain strength and mature, by the same token, consumers are searching for products, companies, and shopping online. Consequently, many companies are now focusing on marketing via digital and social media channels, which protect their companies from getting left behind and losing business.
Today’s B2B landscape can be a noisy place making it difficult to get your message across, so raise your hand if you have ever felt personally victimized by this fact. For this reason we are going to let you in a little secret, may your goals and strategy change over time, but an effective digital marketing strategy combined with the right tools and technologies allows you to achieve your goals, as well as boosting and raising your sales conversion rate.
Create your own B2B Digital Marketing Strategy:
Well, there's good news! Creating a digital marketing strategy to your business doesn't have to be that difficult anymore. With this very simplistic Must Do List, you will create your own digital marketing strategy quickly and start moving forward. Before diving in, let's identify what strategy actually is “ Strategy is simply a plan of action designed to achieve an expected goal.”
To begin with your strategy, you have to identify your buyer persona, understand their problems, needs, how they search for solutions, and which channels they usually use. So you can target them correctly and set your company long-term marketing SMART goal, that stands for:
- Specific: Specific for what is expected, why is it important, who is your target audiences, your competitors, where is it going to happen, and which constraints are in place.
- Measurable: Your goal should have an evaluation criteria for measuring progress and reaching the goal.
- Attainable: Your goal should be realistic and possible to reach.
- Relevant: Your goal should matter to your business and solve your target audience problems.
- Timely: You should have an expected date and timeline to reach your goals.
Once you identify your buyer persona and your SMART goals, you will need to increase your audience engagement on your website, and your social media channels over a specific timeline. You'll often wonder how you will increase their engagement. There is some different metrics to attract more visitors, and leads to your online channels, but first of all you need to optimize your website’s landing pages, thank you pages, blogs, and content offers with long tail keywords. So, your campaign is SEO friendly – that way, your interested prospects will easily find you.
As can be seen, your blog posts will be used as an opportunity to introduce your business services and tell your company story, introduce readers to the valuable content they will find in your services, blogs, and content offers – to impact their decisions all over their buyer journey stages. Keep in mind that social media channels are part of your marketing strategy too – just be sure that you are measuring the effectiveness of these channels: to promote your blog posts, interact with your audience, and also drive traffic to your website.
Last but not least, track your URLs: where is your traffic coming from, and how visitors are finding you? You need to report your marketing strategy results, while using suitable measuring tools to make sure your digital marketing strategy SMART goals have been successfully achieved in their defined timeline. So, if it isn't working with your company SMART goals, you can start all over again thinking of new strategy to target your audience, and getting better results.
As mentioned before, many companies failure to adapt to new technology means getting left behind and losing business, as well as losing prospects and customers trying researching for their solutions and services online. As we can see, there are powerful reasons for creating a B2B digital marketing strategy and transforming your marketing, which you can use to boost your sales and grow your business. So, isn’t it time to start developing your digital marketing strategy, and focus on marketing to your consumers via digital channels?