In today’s information-saturated world, it is challenging to catch a consumer’s attention to marketing content. That challenge is even more significant for B2B marketers. B2B companies tend to have less “sexy” products to sell, fewer resources at our disposal, and nearly zero pop stars to do influential marketing for us.
Even with given hurdles, great B2B marketing campaigns have managed to achieve remarkable and successful results. It takes strategic planning, flawless implementation, and continued optimization, but it can be done.
There are five key elements that must work together for a successful B2B marketing campaign. Follow along as we outline each of the five.
1) A High-Performance Website
Did you know, 80% of people look at the website when checking out service providers – the most commonly used online information source by far. Your website is a place where you can share your brand story, connect people directly to your company and make that most important first impression. Make sure your online presence is up to par by having an engaging customer experience, excellent branding and easy navigation.
2) Regular Social Media Postings
Social media is a terrific way to boost your company’s visibility online. One of our most robust recommendations is to focus on sharing high quality and targeted content that’s of interest to the audience you want to connect with. But remember, you need to post regularly on your social media channels; otherwise, you will lose your target audience’s interest.
3) Video Marketing – A Must
B2B Marketers should use video as part of their media mix. As per recent research, people would rather watch the internet than read it. Video tells a brand story and adds colour that can’t easily be replicated in text. People do business with people and video allows a personal connection. In fact, 59% of B2B decision-makers prefer video over text content. Video also helps with Search Engine Optimization. Forrester Research suggests that it is 53 times easier to rank a video in Google’s search than other content.
4) Content-based on the buyer’s journey
Create high-quality content based on the buyer’s journey. B2B buyer’s journey is somewhat different than the B2C buyer’s journey. B2C buyers have shorter sales cycles and fewer decision-makers involved as compared to B2B buyers. Hence, the content we create for our B2B content marketing strategy may vary more than the content we’ve seen as a consumer ourself. Check the graphic below to get a better understanding.
5) Search Engine Optimization (SEO)
For every B2B company, SEO is one of the few sustainable ways to create an audience, generate leads, and ultimately, close clients. More than 70 percent of B2B marketing researchers admit that they start their buying process with an online search. To succeed in SEO, you need to put resources into it that includes: Producing great content, doing outreach and building links (Off-page SEO).
We will discusss these B2B marketing strategies in detail in our upcoming webinar on August 8 – The Secret Ingredients of Successful B2B Marketing. Join us for this 45 minutes informative session to learn more about the above B2B marketing elements.
