The year is a little more than halfway through, and now is the time to review your B2B online marketing strategies. Check out the year’s most significant trends and revamp your marketing efforts!
2017’s Most Valuable Online Marketing Trends:
When it comes to marketing to other businesses, automation helps to catalyze leads and generate sales. Try using a multi-step welcome geared towards potential partners. Dynamic content is more immersive and memorable; by engaging the prospect early on, you gain early, pivotal traction in the sale. Automation determines the appropriate times to follow-up, to reach out, to send new and relevant information and when, perhaps, to give a lead a break. Automation services also identify potential prospects based on previous interest in services and products.
Content marketing is not a new buzz phrase, but it is still imperative to sales success. Customers today want a plethora of information before investing in products or services. Ideally, they even want a relationship (or perceived relationship) with a company before becoming consumers. Pushing content engages the consumer with your brand, your products, and services without actually selling to the audience. The last few years have seen considerable experimentation with content length and quality. Most recently, we are observing trends in less content, which is a digression from the previously assumed necessity of rolling out tons of content, all day long.
Web personalization is a proven, common tactic for selling to consumers. It is only just beginning to pick up speed in B2B marketing and with sound reason. Business, partner, and prospects might achieve similar benefits from your company, but each internal organization will observe a different manifestation of success. If you can cater your online marketing efforts to match the precise needs of each business, you are more likely to close a sale. Businesses do not need to know a general rationale behind the promise of your products or services. Instead, investigate the company, set a meeting and explore their exact needs. As you move forward in the sales process, continue to target the company’s personal needs. You will see stronger turnover and substantial continued interest.
Understanding consumers’ digital digestion preferences is essential to effectively communicate with prospects, and employ marketing efforts and resources. Automation systems identify where prospects tend to travel digitally after they open one marketing effort or another. You can follow their path by tracking them and meeting the consumer at their next online destination and provide supplemental information to the previous outreach. Integrating brand messaging and product benefits across a variety of online advertising channels will most effectively remind your consumer of your brand and their need for your services.
Each prospective account in your sales pipeline has different needs; each account requires a different approach to effectively coax them into partnership with your company. Identify the specific requirements of each client and strategize internally over the best way to approach the sale. Keep a goal-oriented approach as you maintain allegiance to the determined marketing strategy per client.
Mobile marketing should be a given by now, as over half of Google’s search traffic is mobile. Even if your prospective clients are not searching for you on mobile devices (although they probably are), Google has implanted a new index that scans whether or not your website is optimized for mobile. Making sure your site is mobile-ready is imperative to your ranking favor on the search engine.
When it comes to B2B marketing, LinkedIn and Twitter show the most effective results. A strong, consistent presence on these sites is essential to your visibility as a brand and potential partner or service provider.
Hire a digital agency to better understand your marketing needs, it is an investment worth every penny you put forth. Reach out to our team at Rosy Strategies to review your current strategy, identify areas of weakness or strength, and get started on more effective B2B marketing, today.