Marketing is just as crucial for B2B companies as it is for B2C. The digital marketing world over the past decade has had many changes, but what hasn’t changed is the need to build strong relationships with your customers/prospects/target audience. If you think you have an amazing sales team and there’s no need to bet on marketing, it’s time to realize that you’re very wrong. So if you want to get started on improving your marketing activities and need some gyan, read on!
Content will always be king!
According to a research done by buffer, “driving traffic to the website” seems to be a major challenge facing marketers these days. This shows that businesses are now starting to understand that increased content traffic can lead to additional revenue.
So, how do you essentially go about getting your content noticed?
Get started by producing better content, not just more content. Focus on giving your customers what they want or they are never going to consume your content over your competitors. Do your homework/research to make sure that you are producing long-form content that will engage your online community. Then, you can start promoting your content through social media, search optimization, sending to your email list and also, make sure it’s easy for your readers to share.
How does social media marketing apply to you?
Social media is a very powerful tool to create brand awareness, but are companies out there using it for brand awareness? Recent research suggests that twitter is the most essential social media platform for B2B audience. It was also found that B2B marketers using twitter generated twice the number of leads than those that don’t. Social media is not just a place to create a social profile and hoping it would click without making any effort in the right direction. Businesses need to actively participate and engage with their audience and focus on community building in their respective niches. You can also win the hearts of your customers by using social media to provide customer support.
Also, renowned social media tycoon and our very own thinker-in-chief Sorav Jain predicts that 2017 is going to be the year of Facebook Marketing and Advertising, with its huge user base and a lot businesses making use of its play as you pay feature. The stats in the below infographic from Facebook will speak for itself.
B2Bs that often blog has twice the number of visitors than those that don’t. With effective social media base, it becomes easy to create content that matches with the interest of your audience and help promote content to the most relevant audience.
Stalk your customers
Lead quality is the metric which matters most to B2B marketers. It is the parameter to measure your success resulting from your content marketing efforts. You have to earn your customers trust, since most of the customers are cautious of being sold to. The key to getting quality leads is by investing in the development of a plan of the customer behaviour. By taking a look at their buying habits and understanding the customer during their journey, you can find out what they expect from you and generate quality leads in the process.
Take decisions based on numbers
Analytics in marketing have been proved hugely beneficial for B2B marketers, helping them increase their ROI and market share. With the evolution of Big-data, it’s no surprise that more & more marketers are using predictive analytics to enhance their marketing efforts and outlay. This also reduces the time and bucks spent on determining the right marketing blend. Asking the right questions is the key!
Say YES to Automation
Capturing and nurturing leads is a challenging process and that’s where automation comes to your aid. Although it isn’t easy to create an integrated automation platform, it is likely to increase your sales pipeline by 10% on an average. If done properly, automation can make your digital marketing efforts much more efficient. According to an April 2015 research by Regalix, 79% of B2B marketers have already adopted automation and seem to witness its benefits.
It’s okay to benchmark your competitors
Today’s B2B marketers rank webinar as the most working unpaid tactic and SEM as the most working paid tactic. These approaches continue to be more effective and nascent, even if they’re not innovative. Find out what is working for you and keep doing it. If you haven’t found anything that’s working for you, it’s ok to benchmark your competitors. Find out what they are doing and try to replicate their marketing efforts for your company.
So, what should you focus on?
The main goal of any B2B firm will be to generate leads for their business, but remember lead generation isn’t the only answer – you ought to generate leads that are more likely to convert.
A few B2Bs, you can benchmark:
There are a lot of B2Bs coming up with unique and effective marketing ideas/campaigns these days. But building an online community organically is a challenging process, but the following B2Bs are doing it effectively,
What’s unique: Rare content and a unique tone of communication!
With over 1000+ happy customers and presence across 35 countries, Ramco systems remains one of the world’s largest software products and solution providers, especially in the aviation industry. When it comes to marketing, they have always been able to set themselves apart from their competitors; they are more focused on offering value to their online community and very rarely promote their products & services. They frequently conduct webinars in partnership with other world leaders and promote them in social media, they are well aware of the benefits of webinars as it is an effective unpaid strategy. This easily attracts the tech savvy people to participate in the webinars, as they are always hungry to study the latest trends and technologies. They also use social media for employee branding (not often), as this easily attracts future potential talents to join their family. Their YouTube playlist also features videos about their products/services and how it can solve a business problem. Also you cannot miss out on checking out their blog too! In short they seem to know their craft.
— Ramco Systems (@RamcoSystems) November 28, 2016
What’s unique: Wearing many hats and one of the best in its niche
Origin learning is an e-learning solutions provider aimed at developing learning solutions for the 21st century. With offices in the United States and operations based out of India, their employee base consists of subject matter experts, domain experts and process experts. This can be further justified by the fact that they have fortune hundred companies in their clientele. From creating content rich blog to sharing industry facts and trends, they do it all aptly. The way they promote their products/services creatively has always set themselves apart from their competitors.
Hope you got some inspiration and are all pumped up to get started with your marketing activities. Thanks for reading the blog and stay tuned!
This article was contributed by Santhanakrishnan – Social Media Executive at echoVME under the guidance of Sorav Jain.