B2B digital marketing is very different from the more commonly known B2C marketing. Given these key nuances, such as a longer sales cycle, B2B marketers need to adopt specific strategies and tactics to succeed in digital marketing for B2B.
Today, we will cover eight essential digital marketing strategies that all B2B businesses should use to drive leads and sales.
1. LinkedIn As A Social Media Platform
Social media marketing is a great way to connect with prospects and customers in a meaningful way, but it can be challenging to stand out on platforms like Facebook and Instagram. While those platforms are great for B2C businesses, LinkedIn is where B2B businesses need to be active.
LinkedIn is a powerful platform for B2B marketers because it’s a network of professionals.
When you’re marketing on LinkedIn, you can target your ideal buyer with laser precision. For example, let’s say you sell accounting software. You can use LinkedIn targeting options to target people in the accounting industry who work at companies with under 50 employees.
Additionally, LinkedIn is a great platform for thought leadership. By sharing insightful blog posts and articles, you can position yourself and your business as an expert in your industry. This is a great way to build trust and credibility with potential buyers.
2. Case Studies As Lead Magnets
Perhaps the most effective B2B marketing tactic is the use of lead magnets. The buyer’s journey for a B2B product is long and complex, so it’s essential to have a method for capturing leads early on and nurturing them until they’re ready to buy.
Case studies are an especially effective type of lead magnet. By sharing a detailed look at how your product was used to solve a real-world problem, you can show potential buyers the value of your product in a concrete way.
You can present these results in the form of a blog post on your website, an eBook, or even a video. No matter what format you choose, make sure to add relevant stats and quotes to really drive home the results you achieved.
3. Revamp Your Company Website
There was a time when a good landing page was enough to capture leads and drive sales. However, the landscape of digital marketing has changed dramatically in recent years. In order to be successful in today’s market, your website needs to be much more than just a landing page.
Your website is now the cornerstone of your digital marketing efforts. It’s the hub to which all your other marketing activities should lead. As such, it needs to be designed with your buyer in mind.
On top of ticking all the technical boxes (e.g., fast loading times, mobile-responsive design, etc.), you should also aim to turn your website into a valuable resource for your buyers. This means including helpful blog posts, infographics, eBooks, and other types of content that will help them in their journey.
Your website should also be designed with lead capture in mind. Include forms and CTA’s throughout your site to make it easy for visitors to sign up for your case studies
4. Content Marketing And SEO Are Still Important
One common misconception about B2B marketing is that it’s all about lead generation and sales. While those are undoubtedly important goals, they shouldn’t be your only focus. Content marketing and SEO are still vital for B2B businesses. By creating helpful, informative content, you can attract buyers to your website and build trust with them.
Focus on creating content that is helpful and informative rather than salesy. This will help you attract buyers in the research phase and position you as a thought leader in your industry. Once you’ve built up this trust, you’ll find it much easier to generate leads and sales.
Additionally, make sure to optimize your content for SEO. Include relevant keywords throughout your content, and structure it in a way that is both easy to read and easy to index by search engines. It will help you attract organic traffic from buyers actively searching for your product information.
5. Video Content Is On The Rise
Platforms like Youtube and TikTok are the new reigning champions of digital marketing. In recent years, video content has exploded in popularity, showing no signs of slowing down. As a B2B marketer, you may think video isn’t relevant to your business. However, that couldn’t be further from the truth.
Explainer videos are an excellent way to introduce potential buyers to your product. You can quickly capture attention and build interest by breaking down complex concepts in a simple and visual way. Plus, video is an incredibly shareable format, so you can repurpose it for various platforms.
6. Personalized Emails Get Results
Email marketing is still relevant in 2022, but only if you do it right. Gone are the days of generic email blasts. To get results with email marketing, you need to personalize your messages and target specific segments of your audience.
The best way to do this is through email automation. By setting up triggers and workflows, you can send highly personalized emails that are relevant to where your buyers are in their journey. You can use email automation to send triggered messages based on specific interactions, such as visiting a certain page on your website or downloading a piece of content. Automatic follow-ups are invaluable as well.
Email automation may seem like a lot of work upfront, but it will pay off in the long run. By taking the time to set up targeted and personalized email campaigns, you can generate more leads and close more sales. Use tools like Mailchimp and Zapier to get started.
7. PPC Campaigns Can Be Effective
Paid advertising can be another great way to generate leads and sales for your B2B business. However, it’s important to note that not all paid campaigns are created equal. In order to be successful with PPC, you need to target your campaigns specifically to B2B buyers.
One of the best ways to do this is through LinkedIn Ads, as it allows you to target your campaigns very precisely. Thus, you can ensure you’re only getting buyers who are likely to be interested in your product.
Google Ads is another great option for B2B businesses. However, you might need external help to get the most out of your Google Ads campaigns. Many options and settings need to be configured correctly, and your campaign could quickly become very expensive if you’re not careful.
8. Referral Programs Can Be A Great Way To Generate Leads
Finally, referrals are like gold for B2B businesses. If you can get your customers to refer you to their network, you’ll be able to generate high-quality leads quickly. The best way to do this is by offering an incentive for referrals. This could be a discount, a free trial, or even just a thank-you note. Whatever you choose, make sure it’s something that will motivate your customers to make a referral.
It would be best if you made it easy for customers to refer to you. On top of polishing your offering, you should include links and forms on your website and in your email signature. Make it as simple as possible for customers to refer you, and you’ll see a bump in your leads in no time.
The Bottom Line
There you have it! These are eight digital marketing strategies that are essential for B2B businesses. By implementing these strategies, you can generate more leads and close more sales.
Do you have other digital marketing strategies that have worked well for your B2B business? Let us know in the comments below.