As seen on forbes.com.
Effective B2B marketing can help with building relationships, increasing brand awareness, and generating leads and sales. When done right, it’s a high-value effort that can help build your brand footprint and generate sales and new customers.
I’ve been working in the B2B marketing space for nearly my entire marketing career, and our clients in the healthcare, software and technology industries look to our experience and knowledge of navigating effective B2B digital marketing strategies.
Here are six digital marketing tactics we use to help our clients’ current and prospective customers navigate the customer journey.
A Strong Value Proposition
Your value proposition should clearly articulate the benefits and value of your product or service to your target audience. This can help differentiate your offering from competitors and encourage potential customers to choose your business over others in your niche. Make an effort to understand your customers’ needs and work with them to find solutions to meet them.
Creating content to attract and engage your target audience can establish trust with potential customers and position your company as a thought leader in your industry. To create content that builds trust, focus on providing value to your audience by offering insights and information that they’ll find helpful and relevant. This type of content can include blog posts, white papers, case studies and infographics that aim to educate your audience on your product or service. When crafting your high-quality content, remember to speak directly to your audience, using a tone and style that resonates with them.
Email marketing can be an extremely efficient B2B marketing tactic and can work to nurture leads, build relationships and drive sales. To make the most out of email marketing, segment your audience, personalize your messaging, and track engagement and conversion rates. Segmenting is critical here because having the right message seen at the right time can either make or break the digital experience. Being able to segment audiences helps to realize individual lanes of traffic, content and exposure.
Our B2B healthcare clients are always looking for new and innovative ways to reach their audiences where they are in the buying journey. If one of our healthcare technology clients is looking to garner interest in a newly added revenue cycle service offering, it’s important that they build inbound channels to acquire emails of potential prospects, but then also feed those channels (through email marketing, social media and other digital tactics) with appropriate content that resonates and helps them further along the customer journey.
Social Media Marketing
Social platforms like Instagram, LinkedIn, Twitter and Facebook give us the opportunity to engage with our audience and share industry news and insights, company updates, and build brand awareness. Another undeniable benefit of this tactic is practicing social listening to understand the needs and challenges of your ideal audience and to provide your offering as a solution to them.
For one of our healthcare clients, it was important for them to understand how and in what channels their hospital clients were engaging their online communities. Not only did we have a specific listing of relevant hashtags that were being tracked socially, but we also enlisted active PR tools to help us understand how and where their clients were being talked about in the space. This type of listening helped to keep them relevant in the social market but also helped them to uncover news and socially relevant content to share across their own social media channels. Social listening also helps them stay top-of-mind in the areas and online conversations that matter to them and their clients.
Improving the visibility of your website in search engine results will drive more traffic and leads from the businesses you’re targeting. Eliminate the challenge of your potential customers searching far and wide for the perfect solution to their problem by showing up high in the search engine results pages.
You can achieve this by identifying the keywords and phrases they’re using through various available tools and ensuring the elements of your website, like meta descriptions and headings, are keyword-rich and reflect your website’s content.
From paid search and display advertising to social media advertising, opportunity awaits you in this realm of B2B marketing. Pinpoint your ideal audience demographics, interests and behaviors with buyer personas and incorporate this information into your chosen advertising channels. Digital advertising puts your business in the right place at the right time.
Developing an organized approach to effectively sell to other businesses can be accomplished by using these six tactics to execute your B2B marketing strategy. Overall, effective B2B marketing requires a strong value proposition, building long-term relationships and providing your offering as a solution to their problem. By following these principles, you can more successfully market your products and services to other businesses, regardless of the industry you’re in.