Top 10 B2B Digital Marketing Tips to Attract Buyers
B2B Digital Marketing or Business to Business Marketing is the practice of marketing products and services to other businesses. This is done to increase sales and profits. The digital marketing techniques that are used to promote a business's products and services are varied but fall into three basic categories; Search Engine Marketing (SEM), Social Media Marketing (SMM) and Content Marketing (CM).
B2B digital marketing strategies continue to evolve at an exponential rate. To keep up with today's ever-changing market landscape, constantly improving your tactics is imperative. The following list will provide you with ten best practices you can implement immediately in your digital marketing strategy.
For years, businesses have sought ways to attract potential buyers and convert them into clients. But in recent years, the digital age has changed everything, and it's become increasingly difficult for businesses to reach customers and prospects.
There are many factors to consider when doing business online, and content is the most important. But what content should you put out there? What should you do? What should you avoid? In this article, I'll share the top ten best practices for B2B content marketing and tips for ensuring you get the most out of your efforts.
The Best B2B Digital Marketing Strategies
1 – Target millennials
Millennials have a reputation for being high-maintenance, highly connected consumers. According to MSCI's Survey, millennials account for 23% of consumers, spend more per person, and are likelier to use online media than any other demographic.
This means businesses should focus on attracting, engaging, and nurturing them — instead of wasting time and money on traditional methods. B2B marketing targeting millennials is a proven strategy to reach this audience.
How to Reach Millenials
Millennials use social media, mobile, and the web to research products and services. According to a survey by Marketing Charts, nearly 50% of millennials have researched business products and services through social media.
A report from CMO Council showed that millennials are more likely to use mobile to browse and research brands, which means marketers must adapt to this changing consumer behaviour.
To reach millennials, it's crucial to provide information on their preferred platforms, such as Facebook, Twitter, YouTube, Snapchat, LinkedIn, and Instagram. Marketers must understand millennials' devices, including smartphones, tablets, laptops, and smartwatches.
The internet is one of the most powerful tools millennials have. Marketers must ensure that digital content is optimised to take advantage of millennials' devices and screens and that content is user-friendly and easy to navigate.
It's also essential to understand the different generations that follow millennials. While the oldest baby boomers are slowing down, Generation X is increasingly mobile and tech-savvy.
The rise of Generation Z — the youngest generation, born after 1996 — means that marketers will compete for attention with a population that doesn't even know what a desktop is.
Reaching Millennials Means Different Strategies
There are many different types of millennials, so it's important to use targeted content and messaging that will resonate with your audience.
Some millennials are early adopters, tech-savvy, and very social. Others are more likely to be independent, self-reliant, and value privacy. How you reach each generation will depend on your product or service, your company culture, and the content you create.
Millennials are more tech-savvy than previous generations. But they are also more fickle. They are also less likely to stick with a brand and more likely to try out a new platform.
Z is the newest generation of millennials, with no generational overlap. They are primarily native English speakers, have access to the internet, and have grown up with social media.
They are also incredibly connected, making isolating the millennial experience from their peers and family members difficult. This means it's essential to consider how Generation Z views your brand.
Generation Z's focus is on convenience, accessibility, and speed. They want a product or service that gives them immediate results. They are also focused on transparency and authenticity, meaning businesses need to be transparent about how they make their products.
Generation Z will likely be the first to use your product or service, so creating a user-friendly website, a mobile app, and a simple checkout process is crucial.
Gen Z will likely be the first to use your product or service.
With so much competition and many choices, it takes time to stand out.
But, because Generation Z is so new, companies that target this generation are still trying to establish a presence. Gen Z is less likely to use social media to research brands, so marketing to these young consumers must include more direct contact.
It's also crucial for brands to be visible since Gen Z is more likely to go straight to the source. They are less likely to trust a friend or influencer recommendation.
The Rise of Social Influencers
Social media is becoming a powerful tool in the Millennial marketing mix.
According to a report by eMarketer, 53% of millennials say that social media is essential to their purchasing decisions.
According to the same report, 70% of social media users trust recommendations from their friends and family.
Gen Z is exceptionally social. Considering what your millennial customers say about your brand is essential since this is where most of their information comes from.
Millennials are already turning to the web for information, so you must offer quality content they can share on their preferred platforms.
Millennials are also turning to social media to find information, meaning that most of your customers will be looking for you on social media.
2 – Take a B2C approach
Business-to-consumer (B2C) digital marketing emphasises building personal relationships with customers. It's more about generating awareness of a company's products and services. This approach is less practical for B2B companies, whose business sells products and services to other businesses. B2B companies need a digital marketing strategy that creates interest in the products or services they provide and demonstrates the value of these products or services to their audience.
B2B companies must understand how consumers think and act, including what motivates them to purchase. It's also essential to communicate with the audience through multiple channels and platforms in addition to traditional print and online media.
Digital marketing efforts should be designed to build a direct line of communication between the business and the customer, increasing trust and establishing the company's authority as a trusted expert. It's essential to recognise that the target market for B2B companies comprises other businesses, so digital marketing campaigns for B2B companies should focus on delivering the right message to the right person.
When is it appropriate to use a B2C approach for B2B marketing?
You can use a B2C marketing strategy to sell products or services to your customers. Still, it would be best if you were careful not to lose sight of the primary goal of a B2B company — to sell products or services to other businesses. A B2C marketing approach may also work for smaller businesses that do not have the resources to build a comprehensive digital marketing campaign.
B2B companies have the advantage of being able to reach prospects directly with personalised emails, phone calls, and text messages. Using these channels to generate awareness, B2B companies rely less on social media, where B2B buyers are most likely to seek out leads.
A B2C marketing approach is a good option if you're building your business in a new market or your current customers are more interested in building relationships with your brand than acquiring your products or services.
3 – Use Facebook ads, Messenger, and reviews
Facebook ads, Messenger, and reviews are a powerful combination and a proven method to drive more leads and sales for B2B businesses. The challenge, however, is that many of them misuse Facebook and Messenger, making them a waste of time and money.
This is why it's important to learn the secrets and use them properly so that your efforts get the desired results.
Facebook ads are still one of the most effective tools for driving traffic to your website and converting visitors into leads. A simple mistake like using an ad to sell a product instead of a solution or service, using the wrong image, or adding a line of text that doesn't communicate your offer can cause your ad to perform poorly or even fail.
Facebook ads can work, but they must be more automatic and easy. A well-crafted Facebook ad requires skill and a good understanding of the platform so that you target the right audience, use compelling messaging, and design an ad that performs well. You should always test your ads to ensure they get the desired conversions.
In other words, the key to success with Facebook ads is creating a successful ad that makes the right impression. When you do that, Facebook's algorithms will bring visitors to your site, and your ads will increase conversion rates.
Like Facebook ads, Messenger ads are a powerful way to drive traffic to your site and convert visitors into leads. Messenger is an effective advertising platform that's much more conversational and fun than other channels like email or landing pages.
Because Messenger is a conversation platform, customers are more likely to interact with your ads, whether viewing your content or browsing the web. But again, many people need to be using Messenger ads correctly. For example, many people use Messenger to promote their Facebook ads instead of engaging with customers.
You should send relevant, helpful, and engaging messages so your customers will return. This means you should create messages that answer your visitors' questions, solve their problems, or offer them solutions.
In other words, the key to success with Messenger ads is crafting a conversational message that encourages your customer to engage and become a lead.
Getting reviews on your company's products and services is a great way to boost the credibility of your business. You can also get reviews on your company's website to help visitors make an informed decision about your offerings.
However, the way companies use reviews could be more effective. They use them to solicit more reviews or to ask people to write positive reviews in exchange for a reward. These tactics won't help your company's reputation, nor will they help customers make informed decisions.
Reviews are vital to ensure they are genuine and helpful to potential customers. It would be best if you never asked for a review or a review on behalf of another company. Instead, you should take your customer reviews seriously and ensure they are consistent and accurate.
4 – Supplement your automation with AI
A marketing automation solution must have an AI component to meet the needs of today's digital marketers. AI-powered solutions have emerged as the best to support any B2B enterprise across various functions, including sales, marketing, and service. With an integrated AI capability, marketing automation becomes more intelligent, effective and efficient.
AI marketing capabilities are changing daily, introducing advanced marketing automation capabilities. AI-based solutions are already disrupting the way enterprises operate. This trend will continue to accelerate in the coming years. This article looks at how AI will impact B2B digital marketing in the future.
What Will Be the Impact of AI on B2B Marketing?
In the past, marketing automation was a static and one-dimensional technology. It used to be straightforward. However, with the advent of AI, the complexity of marketing automation increased.
With the ability to create contextually relevant and highly personalised marketing messages, marketing automation is no longer limited to a few functions. Still, it has become a multi-faceted solution that supports multiple business processes, including customer relationship management, sales, and marketing communications.
Successful implementation of a marketing automation system requires integrating many components, including a marketing strategy, data management, analytics, customer communication, marketing automation, content creation, and more. These systems are becoming more complex as AI provides marketing automation with cognitive capabilities such as natural language processing and image recognition.
AI will enable marketers to focus on multiple business areas, such as creating personalised messages, engaging customers through video, or improving product recommendations. AI will help automate tasks that are currently manual and repetitive. For example, AI will make personalisation and segmentation more efficient and accurate.
AI is expected to play a crucial role in the evolution of marketing automation. AI is increasingly applied to various areas, including customer experience, website personalisation, search engine optimisation, and content creation.
5 – Have an SEO keyword funnel
A keyword funnel allows you to segment customers quickly based on the keywords they enter into a search engine. You can then target these customers with advertising based on those keywords. If you don't have a funnel yet, here's why it's essential for B2B digital marketing:
B2B Marketers often need help with the difficulty of determining the keywords best suited for their campaigns. While it's easy to see what keywords rank well for consumers, finding out what keywords work for B2B leads is much more complicated.
Your competitors may be using the exact keywords, and you want to know what keywords their B2B prospects are searching for. This helps you identify the most profitable ones for your product and service.
There are many tools available to help with the creation of your keyword funnel. Here are a few of the best:
- Keyword Planner: this tool helps you discover keywords relevant to your business. Enter a list of keywords, and the tool will tell you how many searches each keyword receives. You can use the keywords that receive the most searches to determine which ones are best for your industry.
- Google AdWords Keyword Tool helps you identify what words people search for to learn more about your industry. Once you've identified the most important keywords, you can use the Keyword Planner to see which ones drive the most traffic to your website.
- Google Trends: this tool helps you discover keywords that are gaining popularity. You can see how people use keywords to learn more about your industry by entering keywords. You can also use Google Trends to determine if a particular keyword is being searched for due to a trending news event or another major news story. This information helps you understand the relevance of a keyword to your brand.
- Google Analytics: this tool helps you monitor your keywords, see what keywords your competitors are ranking for, and discover the impact of a particular keyword on your site. This tool can help you understand which keywords generate the most revenue for your business.
If you want to implement a new marketing strategy, the key to success is finding the right keywords to target your B2B leads. Using the above keyword research tools to identify the best keywords for your industry, you can save your budget and boost your conversions.
6 – Increase click-through rates with video emails
This is one of the most effective digital marketing strategies businesses and brands use to engage customers and generate sales leads. Video emails help you quickly deliver your customers' messages, content and products.
We all love watching videos, especially on the web. Most people have already seen a few videos they liked on the web, so why would you think your audience wouldn't enjoy watching videos too?
You have probably already noticed the increase in video content on the web, especially from brands and business owners. It's no longer uncommon for a person to watch three hours or more of video content daily on the internet, so it makes sense that many people use videos to create content for their websites, blogs and social media.
With video emails, you can quickly share a message or product with your customers through a short, highly engaging video. For example, if you are an eCommerce business owner and sell a product that helps people get in shape, you can share it in a video email and promote it in a few minutes.
Adding a video to your email can increase the chances that your customer will open and read it. The email will look more professional and trustworthy, increasing the click-through rate. Customers who view a video in an email are likelier to stay on your site longer and complete your call to action.
7 – Use emotion in your ads
If you're using emotional language to convey a message, you will connect with consumers much better than talking about the products and services you provide. Emotional words trigger an emotional response that is a lot harder to ignore.
So, don't be afraid to use emotion to your advantage! A study of over 1,000 online ads showed that B2B ads featuring emotion scored higher than the competition.
Emotional Ad Examples
Here are a few examples of emotional language that work.
- “We're not just your neighbour. We're your friend.”
- “Our award-winning team can help you get there.”
- “You'll look back on this moment and remember where you were and what you were doing when you heard.”
- “It's a choice between feeling great or feeling terrible.”
- “Our people are what set us apart from the rest.”
- “The best way to keep your mind sharp is to exercise your brain.”
Emotional Marketing Is a Powerful Tool to Connect with Consumers
B2B advertisers who use emotional marketing find that it makes them stand out and connect with their audience. We can find these emotions in the subject line of emails and the copy on your website.
You can use emotion to tell the story behind your company and its products and services. By using this tactic, B2B marketers will become more relatable to consumers, which means they'll be able to get noticed more often.
Using Emotion in Your Marketing Messages
When crafting a marketing message that includes emotional language, it's essential to be specific about what the product or service can do for your customers. If the benefit is too generic, it might seem like you're bragging about something everyone can enjoy.
Be sure to show how the product or service uniquely benefits your customer.
By being specific, you'll avoid sending the wrong message to your customers. In addition, they'll be able to identify the emotional connection you're trying to make.
Emotional marketing is a powerful way to connect with your customers. Just be sure to be specific about what the product or service can do for your audience. If you can communicate the benefits in a meaningful way, you'll be able to connect with consumers and stand out in the crowd.
8 – Use LinkedIn Website Demographics for more targeted ads
LinkedIn Website Demographics is a unique audience segmentation tool that allows you to target your LinkedIn audiences better. LinkedIn offers more insights into your user's interests and activities, helping you reach a more significant percentage of relevant people to your business and marketing efforts.
LinkedIn Website Demographics give you access to your user's interests and activities, including information on where they live, their work history, education, skills, and much more. This demographic information helps you target your LinkedIn ads better, helping you to reach the right audience and generate more qualified leads for your business.
LinkedIn Website Demographics is a great way to target the right people in your network. Reach people based on the information you already know about them, and create more qualified leads for your business.
Best B2B Lead Generation Campaigns
There are two ways to target your LinkedIn Website Demographics.
- Demographics: Choose the ‘Demographics' option to see a list of the topics and interests that best describe your users.
- Interests: Choose the ‘Interests' option to see a list of your users' most commonly associated interests.
You can target people based on their demographics and interests as business owners. Demographic data includes basic information such as user age, gender, location, job title, industry, company size, and more. You can also target specific groups of your audience.
Interests provide further insight into your users' activities and interests. They include the industries, topics, and roles your audience is involved in, making them perfect for targeting specific audiences and creating more qualified leads for your business.
What Can I Do With LinkedIn Website Demographics?
Demographics and interests allow you to target a broader range of LinkedIn audiences.
You can use LinkedIn Website Demographics to reach your target audience and drive more qualified leads to your website.
Target specific user groups, such as employees or decision-makers, and reach the right people at the right time.
Engage your audience on LinkedIn, and learn about their work and industry interests.
Find out which topics your audience is interested in and their role in your industry.
Better connect with your audience by sharing content that is relevant to them.
9 – Employ dynamic content for personalised experiences
Content is king. Whether written, visual, or audio, B2B digital marketing needs engaging content to attract prospects and keep them engaged with your company. But, creating compelling content for your audience can be challenging, especially when they don't know what you want them to learn.
That's where the concept of dynamic content comes into play. Dynamic content is content that changes based on user actions or other variables. It's great for generating content on demand, which is exactly what marketers want, but it also allows them to create personalised content that aligns with the goals of their campaigns.
Dynamic content can help your business stay relevant by giving your audience what they want when they want it. For instance, if you sell a product to consumers, you could offer special deals only to customers who sign up for email updates or visit your website. Dynamic content helps you to attract and retain customers, and it can also help you increase conversions by creating a more substantial brand presence online.
10 – Run nurture campaigns
We believe in helping companies like yours build great brands, acquire customers, and grow your business.
You'll need access to various services that can help you increase revenue, engage your audience, and convert leads. It covers everything from email marketing to analytics and social media marketing.
Why Do We Do Email Marketing?
Email is the most effective way to reach customers directly. 90% of all Internet users check their email multiple times a day. And it's estimated that 40% of all email is opened.
Email marketing lets you send personalised messages to customers at the right time, reaching them where they are without being spammy or annoying.
It's also an efficient way to communicate with prospects and customers, providing valuable information on your target market. When used correctly, email marketing can deliver a compelling ROI.
Benefits of Email Marketing
- You can communicate with customers when they want to be contacted.
- You can connect with your ideal customer, no matter where they are.
- It's an easy and cost-effective way to stay top of mind.
- You can use it to remind people about your company, product, and services.
- You can reach your target market more efficiently.
- You can create automated campaigns to run every day of the week.
Which Type of Emails Should I Send?
An email is an effective tool for B2B digital marketing, and the correct type of email can produce very different results.
The main goal is to share information about your company, product, and services. Here are some tips on what to include in your emails:
- Include a compelling subject line.
- Mention your product in the message.
- Provide value by showing how your products can help your audience.
- Use images to add impact and engagement.
- Include your logo and branding.
- If you're using social media, include links to your social profiles.
Try out these B2B digital marketing strategies.
Digital marketing is a big deal for B2B businesses. But you may be wondering what that means. In short, B2B is a business-to-business market.
To make money online, you must sell to other companies rather than directly to consumers. So while you may have a product or service you want to offer consumers, you need to focus your efforts on those who can afford to buy your product or service.
That's where digital marketing comes in. It's all about connecting to the right people and delivering valuable content. In short, it's about finding out what your buyers are looking for and meeting them with relevant content.
For example, you might create a blog focusing on a specific topic. Once you've established your authority, you can pitch different companies and services in your niche.
Let's start creating a winning B2B digital marketing strategy for your business.