Best Digital Marketing Strategies for B2B Business

Statistics show that 23.6% of businesses in the US work on a business-to-business (B2B) model with a collective worth of $6.7 trillion. In India, the B2B market size in 2022 is $10.1 billion and is projected to increase to $60 billion by 2025.

However, their marketing strategies need a huge digital transformation. Surveys indicate that only 1 out of 50 cold calls yield any results.

The B2B space is moving from push marketing to pull marketing strategies. Businesses search online before calling a company which makes it vital how you position yourself on the internet.

This article will share ways to transform your B2B digital marketing strategies. But first, you want to do some groundwork.

Market and Competitor Analysis

Define your market scope and see what other businesses are marketing. Follow through with a B2B digital marketing plan that aligns with your goals and purchase motivation, and the people involved. Find out your competitors’ –
• Product offerings.
• Sales tactics and results.
• Marketing content and social media presence.

Brand Positioning
A company’s brand positioning defines the following about your business –
• Who do you serve?
• What value do you offer?
• How do you position your product/service?
• Why you are in business?
• What makes you different from a competitor?

This gives a clear picture of how the customers perceive your brand and forms a brand positioning statement.

Building a B2B Website
94% of potential clients say that a website forms the first impression about a company. Build a website that is credible and trustworthy, and projects a stable company. Answer all the questions that a client could ask and make yourself a default choice of a supplier.

Technical aspects that need to work together are website load time, security, quality of images and content, easy navigation, and visual infographics.Integrate the Systems
B2B businesses need an integrated approach where the systems don’t work in silos. By integrating customer relationship management (CRM), Google Analytics, Google Ads, enterprise resource planning (ERP), and the website, you can reap the following benefits –
• Measure how marketing, content, and products are performing on each platform with respect to user engagement.
• Make data-driven decisions based on the customer journey.
• Optimize the campaigns for better ROI.
Now that you have done the groundwork, let’s understand the best digital marketing for B2B business strategies.

Marketing Strategies for B2B Businesses

Google Ads
Pay-per-click (PPC) campaigns come at a flexible budget to suit your B2B digital marketing needs. 61% of businesses use Google ads for a right mix of context-based advertising, organic search, and paid search.
This puts you ahead of those campaigns that try to blast a potential client with multiple ads without knowing their intent.
A paid media campaign tracker will help you monitor the spending while keeping an eye on the performance. By doing the groundwork of identifying and segmenting your audience, you can run highly targeted campaigns for quick ROI.

Email & SMS Marketing
Statistics show that 81% of B2B marketers use email as their primary content marketing strategy. There needs to be a fine balance between sending too many and too less emails. By doing customer segmentation, you can decide what content to send to each set of customers.
By sharing high-value content in the email with an engaging subject line, you can build trust that leads to new business.
Re-target those through emails and messages who abandon the website after a single visit. Get their pulse and run trigger campaigns at the right time.

SEO

Search engine optimization is important in online marketing for B2B companies given that 71% of their clients research the internet before contacting offline. Companies want to be on the first page of search engines like Google and Bing because it receives 95% of the traffic.
SEO can be complex and needs regular tweaks based on the changing algorithms at Google. It is best to hire an expert or an agency to do the job and provide regular progress reports. An expert B2B marketing agency will perform in-depth keyword research followed by on-page and off-page SEO. This, and regular audits help improve your search engine rankings over time.

Social Media Marketing
With internet users spending an average 2.5-hours per day on social media, it holds great potential for B2B organizations. 25% of businesses use LinkedIn, Twitter, and Facebook as the top three channels (in that order), to increase their brand’s awareness.
Cross-promote the social media channels and direct people to read blogs which will further improve the SEO efforts. The content to offer on social media includes –
• Industry news and tips.
• Solutions to pain points.
• Updates to the product or service.
• Client testimonials (prefer videos).
• Links to whitepapers or case studies.
• Instructional videos on the blog.

B2B Content Marketing
After looking at your ad, the customer may want to read more before contacting the company. Quality content enhances the value of paid ads to raise a client’s interest in your product or service. It moves the interested customers down the funnel before they contact your sales team.
Have a blog that not only helps in SEO but also establishes you as a thought leader in the industry. Strong content can build your brand’s credibility, and keep bringing back the clients to your website. Consider guest blogging on external platforms including LinkedIn and Medium with a do-follow backlink.

Let’s Get Started –

Every dollar counts when you are running a marketing strategy. You need to define clear milestones with a leading B2B digital marketing agency that can do the following -
1. Streamline and leverage your CRM data and integrate it with the marketing platforms.
2. Qualify high-quality leads for your sales team.
3. Work on a diverse range of platforms that target not only search engines but also social media.
4. Generate business from untouched markets through programmatic marketing.
5. Provide a transparent pricing model.
While you may find it tempting to dive into digital marketing, it is essential to first set a solid base for long-term ROI.