Change in life is unavoidable. Consistency in growth is an anticipated fact. One of the main driving forces of change is human insight and knowledge regarding things, new and old.
The data we have collected the past few years has been monumental in launching the world into a spin. From mega industrious businesses to small manufacturing facilities and non-industrial niches, every aspect of growth has picked up a faster pace. These changes are so magnificent that some experts consider it a movement towards the fourth industrial revolution.
The impact of disruptive technology, changing consumer behaviors, and evolving business models is proof of the change. While the impacts on the Business-to-Consumer (B2C) market are quite clear, the B2B or Business-to-Business market is not excluded from its influence.
This means that this segment of the business is also overdue for rejuvenation. Unfortunately, many businesses are still stuck with traditional B2B marketing strategies. This mainly involves outbound marketing strategies, such as cold calling.
While these might have been highly successful once upon a time, they are quickly becoming outdated. They have their place in the marketing hall of fame, but the continuously disruptive market needs something more.
B2B marketing strategies need to be more fluid in terms of reach and adapting change. Not only do you have to meet customer expectations, but also exceed them to sustain qualified leads, maximize ROI, and make profitable connections.
Here are some B2B digital marketing strategies that can be used to achieve these goals. However, it’s important you begin restructuring your B2B marketing models with some research. This involves studying your business and its target market.
Once you have an idea of who is at the receiving end of the marketing efforts, there are a few B2B marketing strategies you can try:
Narrowing Down – Micro-Targeting
It makes sense, to begin with, fine-tuning your target market. The wider the net of possibility, the more likely you’ll be taking stabs in the dark. Not only will you lose time trying to get a random audience but also a significant portion of your budget.
Zeroing in on the exact lead will give you the leeway to create personalized offers. You can save time and nurture a relationship with clients you know hold potential for being profitable.
However, micro-targeting does have its downsides. Even though it minimizes instances of rejection, it may result in some lost opportunity. Going by your market research, there might be some interested leads you don’t engage in your campaign.
In the end, it’s about creating a balance between the two. Be open to taking some chances and then losing some. It can be an effective strategy, especially if a very particular product or service is in question.
Getting People on Board – Advocacy Marketing
Within any business network, word of mouth and recommendations work wonders. Making use of good connections can provide a good influence for getting new clients on board. They can advocate for your company.
This has more chances of working because people trust other people, especially if they have a solid reputation among their peers. Referrals help build a stable network of profitable leads.
You can go the conventional route of advocating through physical networking. But since we are discussing digital B2B marketing campaigns, it can be done online. There are platforms, such as Influitive, that can help. You can also partner up with a digital marketing agency.
Visual Content – Creating Video Ads
Humans are incredibly visual beings. It only takes a really good photo of a glistening, juicy hamburger to make the mouth salivate and crave what is in the picture. That’s why GIFs, short videos, boomerang posts, etc., are becoming more popular.
B2B digital marketing can make use of video content. Short, engaging video ads targeted strategically on appropriate websites and search engines can earn you a lot of leads.
Also, videos are more likely to go viral; maybe not exactly in the Harlem Shake kind of way – but in appropriate target markets.
Taking other Social Media Routes – Live Streams, podcasts, and more
The usual Facebook posts and tweets are all well and good. However, social media and other digital platforms have much more to offer now than it ever had. Podcasts and live streams are two relevant examples.
Within the B2B community, podcasts are more popular. Businesses use their expertise to talk about certain topics their listeners will be interested in. They bring on other experts to add to the narrative, advocate, and promote the business without making it obvious.
Meet the Makers is one of the most popular examples of this strategy being used to its utmost potential.
More Segmenting – It’s PPC this Time
Pay-per-click or PPC marketing is an effective strategy. It can help speed up the process of inbound lead generation by displaying in front of the relevant user on the right platforms. It is a paid service, but it works.
However, you have to do it right to generate results that matter. For B2B digital marketing, further segmenting the campaigns relevantly. You can segment according to categories, features, localities, etc.
Use effective keywords to further increase the effectiveness of the campaign. Also, ensure the landing pages match the ads and offer what they promise. It will lead you to get better-qualified leads.
In the end, this is what matters – lead generation. Working with Business Marketing Solutions Group can facilitate your goals of gaining access to superior leads. Whether your company focuses on creating agile SaaS solutions or sells office supplies specialized for the architecture industry, we can help you out. Get in touch with our experts today to start.