B2C companies have to win over single customers; B2B companies have to win over entire organizations! With more stakeholders involved, it’s a longer and more complicated sales process.
When it comes to developing and maintaining a solid sales funnel with plenty of leads, having the right digital marketing strategy is key. If your company could use a boost in this area, here are some tips for B2B digital marketing.
Tip 1: Streamline Your Company Website
B2B companies often fall into the trap of making their website too complicated. Don’t immediately attempt to give all the details of what you do; instead, talk about your audience’s pain points and how you can solve them. Provide detailed product information and research through subpages or downloadable PDFs rather than featuring it on your homepage.
Make sure your website includes a clear call to action. You can gather leads by encouraging your audience to schedule a demo, download a white paper, or request a quote.
Tip 2: Improve Your SEO
Search engine optimization (SEO) helps you catch potential customers at an ideal time. When someone is actively looking for a solution to their company problem, that’s when they’re most likely to buy! The details of SEO are constantly changing, but the basic key to success is to find and use the right keywords to help you rank higher on Google and other search engines.
Tip 3: Focus on Content Marketing
A quality blog, white papers, ebooks, or videos can help establish you as a leader in your industry. Content marketing is a great way to build trust in the longer B2B sales cycle; if you continually provide valuable education to your target audience, you’ll be top-of-mind when it’s time for them to buy. This also helps retain existing clients.
Make sure you stay up to date on content marketing trends!
Tip 4: Don’t Skip Social Media
You might be tempted to avoid Facebook, Instagram, LinkedIn, and other platforms due to the time and effort involved, but social media is essential for B2B sales. But don’t worry; you can create a social media plan that works for you! By repurposing the content you already have and adding quick content like product updates, testimonials, and reposted industry news, you can have a solid social media presence without investing as much time.
Tip 5: Consider PPC Campaigns
You can pair your long-term strategies like SEO optimization and content marketing with some quick successes from Pay-per-click (PPC) campaigns. PPC can have an immediate, easy-to-measure impact on lead generation and brand awareness. Just set your budget, keep an eye on results, and adjust as needed!
Tip 6: Combine Online Marketing with Offline Marketing
Support your digital marketing with in-person efforts! Examples of this would be gathering emails at a conference to add people to your newsletter, giving out coupons in person to be used online, or putting a QR code on flyers or other in-person ads. You might capture leads you wouldn’t otherwise!
What’s Next?
Where are you with your digital marketing strategy? If you’re just getting started, we hope these tips help guide your focus as you create a digital marketing plan. If you have a plan but it’s not as effective as you want, we hope this helps you adjust and improve.
If you’d like assistance with your digital marketing strategy, 2XM is here to help. We’ll put together a digital marketing plan that helps you reach your goals in today’s unique B2B landscape. Contact us for a FREE 60 minute consultation today!