How to Improve Your B2B Marketing
Trends change all the time, sometimes in a couple of years or sometimes in a matter of months. When it comes to business to business marketing, the same trend changes also apply. In today’s Digital World, technological advancements are always taking place. The question is how do you keep up with these changes? What trends should you follow to tip the competition scale to your side?
Pro tip: Step back and look at your marketing campaign. Do you think it’s effective? Could it be improved? It is important to understand if your campaign is functioning efficiently. Marketers sometimes don’t realize the presence of leaky bucket effect. They keep on attracting more leads and pouring it into the bucket. However, if the bucket has holes in the bottom, then they are just losing customers despite the fact that they keep on adding more. They are wasting time gaining leads, aka spending money, because they are just continuously losing them. It’s an unsustainable growth. It is important to patch up this problem before moving forward; or else your marketing efforts will just go to waste.
Here are some vital trends to follow:
1.) Content Marketing
Oldies but goodies, this method has been around in the business to business marketing world for a while. Although other techniques have been more prevalent recently, i.e Inbound Marketing; you should still value Content Marketing as much as you value Inbound Marketing. Content relevancy would always be important everywhere, not just in B2B marketing. When potential business clients want to know about you, they do their research – they go through your site, blog posts, and activities. This is why it is important to have relevant content in your website.
Another important aspect of content is its length, some people believe that the future of content marketing depends on more concise content. Nowadays, people prefer a lot of visuals, helping them understand what they’re looking at. It is often hard to stay focused reading a very long article, especially if it’s there’s no pictures. It is critical to incorporate only the important details and keep it straight to the point in order to keep your reader’s interest.
2.) Mobile Marketing
Almost everyone nowadays have a smart-phone. The amount of time people spend browsing through their phones has tremendously increased throughout the years. You would think that businesses would browse through desktops when they need something; surprisingly, a good amount of them actually use mobile phones to browse! This gives them freedom, especially the businesses that are on-the-go, allowing them to work while doing something else outside of the office.
A game changer trend that marketers need to watch out for is Google’s separate mobile index. Google used to index sites the same way for mobile and desktop users. However, they are now planning to index them separately. This means that enhancing your mobile functionality and content would be very crucial in order to appear into Search Engine Results Page on a mobile device. Mobile results would display more relevant results for mobile users while desktop results would be more useful for desktop users, creating some separation between the two. In addition to this, a lot of B2B businesses also utilize mobile apps. Mobile apps give their customers an easier access to their products and services, creating a deeper relationship between the two.
3.) Search Marketing
Despite all of your efforts to reach out to your potential clients, it is still impossible to touch base with each and every one of them. This is where search marketing comes in. This is a two-way street, while you’re looking for business partners, they are also doing the same thing. Businesses utilize search engines to look for goods & services. This is why it is important to optimize your site for search results, so those potential clients you couldn’t reach out to could find you!
4.) Marketing Through Social Media
Building a strong brand is every business’ goal. Having an established and reputable name in the industry really does help generate business. Alongside with the development of mobile smartphones and the Internet, it is a match made in heaven for businesses. It makes businesses very accessible to the public, putting them in the consumers’ pockets & one-click away. This is why a lot of B2B companies take advantage of social media; they are able to share their story and business to the world.
Social Media outlets don’t just build a brand image, it is also able to help businesses reach out to potential clients. The most used and effective platforms for B2B companies are LinkedIn and Twitter. These platforms are able to aid companies in getting across to interested audience.
5.) Automated Marketing
Another technological advancement in the world of marketing, Automation. This enables marketers to target specific audience, ones that are actually interested in what they’re selling. Automated Marketing generates profitable leads and aid on its development. Techniques such as remarketing gives marketers the chance to reach out to specific audience that have already showed interest in their products & services. This provides efficiency and high quality relationship between B2B companies.