Did you know that 89% of B2B market researchers rely on the Internet during the research process?
This statistic alone highlights the importance of digital marketing in the B2B industry.
As technology advances, businesses must adapt their marketing strategies to remain competitive.
This article will discuss the advantages of B2B digital marketing. It can assist your business in reaching its intended audience, enhancing brand recognition, and eventually boosting sales.
Whether a small business owner or a marketing professional, read on to discover the power of B2B digital marketing and how it can help you achieve your business goals.
What is B2B digital marketing?
B2B digital marketing means using online methods to sell to other businesses. This is different from selling to individual people.
B2B digital marketing strategies may include email marketing, social media advertising, SEO, and content marketing. It can be an effective way for you to reach new customers, build brand awareness, and generate leads.
However, success requires a strategic approach and a deep understanding of your target audience.
Overall, B2B digital marketing is essential to any comprehensive marketing strategy for your business.
You can create long-term success and growth by leveraging digital channels and building strong client relationships.
But first, let’s categorize B2B buyers:
Categories of B2B Buyers
In the B2B world, there are four main categories of buyers that you must cater to to be successful in your marketing efforts.
These categories include producers, resellers, institutions, and governments.
Take a look at this illustration for an example:
These businesses require other goods and services to complete their own products, and services. Like how Bang & Olufsen supplies the sound system for Ford vehicles. This category includes many businesses, such as service providers, manufacturers, restaurants, and dentists.
Some well-known producers that have to buy products or services from other companies are Boeing, Delta Airlines, Johnson & Johnson, and as exampled, Ford.
For you, it is essential to identify the needs of the producers and create a digital marketing strategy that effectively addresses them.
These businesses purchase your goods or services to resell without changing the product or service.
Retailers, wholesalers, and brokers are examples of resellers, and some of the most well-known resellers include Target and Walmart.
For a successful digital marketing plan targeting resellers, it's important to develop a clear value proposition that connects with resellers and gives them the information they need to make informed choices.
These nonprofit organizations purchase products and services in large quantities. Their decision-making is heavily based on the need to keep costs to a minimum so they can allocate expenses to their main cause.
Examples of institutions include World Vision, Doctors Without Borders, and Habitat for Humanity.
An excellent digital marketing strategy for institutions will foster trust and credibility, furnish relevant information that aids in making educated decisions, and reveal avenues for developing long-term connections.
Finally, governments (of all states and kinds) go to private sectors to purchase goods and services. Governments buy products either as a one-time purchase or on a retainer basis. These products range from construction contracts to weapons, toilets, and paper and office furniture.
Due to various procurement policies and requirements, marketing to governments can be tricky compared to the other categories. Different governments have varying procurement policies, and each department has its own purchasing office or officer in charge of overseeing all purchases.
As a result, you must create a digital marketing strategy that is detailed, specific, and tailored to the unique needs of government buyers.
If you want to succeed in the B2B digital marketing world, understanding and catering to the needs of these four categories of buyers are essential.
Moving on, let’s discuss what differentiates B2B and B2C digital marketing:
B2B vs. B2C Digital Marketing
Digital marketing B2B (business-to-business) and B2C (business-to-consumer) are two alternative ways for businesses to contact their separate target audiences.
Here are some of the biggest contrasts between digital marketing for companies versus for consumers:
Marketing goals for B2B are to get leads, create relationships, and show businesses how valuable their products or services are. B2C marketing frequently focuses on making sales, establishing brand awareness, and emotionally connecting with consumers.
Content and Messages
B2B marketing generally uses technical or industry-specific jargon and focuses on how you use products or services in the real world. B2C marketing typically includes emotional appeals, memorable phrases, and images to make people feel good and remember the brand.
The sales process for B2B sales is usually lengthier, more complicated, and involves more than one person making a choice. It also demands a high level of experience and trust. Most of the time, B2C sales are more manageable, fast, and efficient.
LinkedIn, email, and trade exhibitions are all ways that B2B marketers utilize to contact their target demographic. B2C marketing reaches individual consumers through outlets, including social media, search engines, and TV commercials.
Digital marketing for B2B and B2C has certain variations. Still, they also have some things in common, like how important it is to make interesting content, build trust with clients, and measure how well marketing campaigns work.
You’re probably excited to see B2B digital marketing in action, so here are some examples of strategies:
B2B Digital Marketing Examples
Social media marketing, content marketing, digital marketing, client testimonials, B2B SEO, inside influence marketing, and B2B referral programs are some of the most effective marketing strategies in B2B.
Social Media Marketing
Were you aware that using social media for B2B marketing can effectively connect with and involve business clients?
One effective way to promote your products and services is by utilizing social media platforms like Twitter, Facebook, and LinkedIn. You can expand your reach and network by sharing insightful content and connecting with potential customers and industry influencers. These opportunities can help boost brand recognition and establish your company as a dependable leader in your field.
B2B content marketing involves creating and sharing educational or informative content that provides value to potential customers, such as blog posts, whitepapers, and videos.
You can establish trust with your audience by sharing valuable insights and advice, and showcasing your expertise. In fact, prioritizing content marketing leads to more leads and higher conversion rates for companies.
B2B digital marketing can include a range of tactics and channels, from email marketing to search engine optimization (SEO) to paid advertising.
By leveraging these digital channels, you can reach and engage business customers where they already are online. This can help you drive website traffic, generate leads, and ultimately increase sales.
Do you know that using B2B client testimonials is a highly effective way to promote your company’s products or services?
Collecting feedback and reviews from satisfied customers and publishing them on your website and social platforms highlights your business’s value.
Building credibility can attract new clients who seek a reliable partner.
Business-to-business SEO is all about enhancing your online visibility by increasing your organic search engine ranking for key terms and phrases.
Improving your website and content increases the likelihood of new customers discovering your business when they search for help. This is especially true for B2B SEO statistics.
B2B influencer marketing involves leveraging your company’s employees’ expertise and thought leadership to promote your brand and products.
By encouraging your team members to share their insights and experiences on social media or participate in industry events as speakers or panelists, you can build awareness and establish your company as a trusted voice in your industry.
The result? attracting new clients and partners who are looking for knowledgeable and innovative partners.
B2B Referral Program
Did you know that B2B referral programs can be a powerful way to generate new business leads?
You can do this by incentivizing your existing customers or partners to refer new clients to your business.
This results to higher-quality leads and close more deals, all while building stronger relationships with your existing clients.
Utilizing these tactics can help your business generate leads, drive website traffic, and establish your company as a thought leader in your industry. By locking in these strategies, you can attract new clients and partners, build credibility, and ultimately increase sales.
Benefits of B2B Digital Marketing
Now that we skimmed the surface of B2B digital marketing, let me give you the rundown on what digital marketing can do for you.
Easily, the best thing about B2B digital marketing is data-based; meaning it’s easy to track and measure. This means businesses can see how well their marketing campaigns are doing by the number.
Demand Gen Report said that 39% of B2B marketers believe analytics were among their biggest problems, so having a measurable strategy is beneficial.
B2B digital marketing can be cheaper and reach more people than traditional marketing strategies.
B2B digital marketing helps companies get seen by more people on the internet, which makes it easier for them to get new customers.
In fact, 32.5% of all clicks go to the top link on Google’s search results page, which means your chances of getting leads increase with your ranking.
Adapting to a New Digital Reality
B2B digital marketing lets organizations adjust to their client’s changing demands and preferences, who increasingly use digital channels to study and buy products and services.
Keep this in mind, as 80% of B2B decision-makers would acquire information about a company from articles rather than ads.
B2B digital marketing can help organizations stand out in a competitive market by strengthening their brand and establishing thought leadership in their industry.
Research found that 90% of the best B2B content marketers put their audience’s informational needs ahead of their sales/promotional message; you should do the same.
Increased Online Proliferation
Over 5.16 billion people use the internet, representing 64.4% of the world’s population.
More people are going online.
B2B digital marketing lets organizations contact more people by using the power of internet channels like social media, email, and search engines.
The Evolved Customer
79% of B2B customers feel that working with a salesperson who is also a trusted advisor and not just a sales agent is extremely vital or very significant.
B2B digital marketing lets organizations connect with better-informed and more powerful customers than ever, thanks to the quantity of information available online.
HubSpot’s poll found that organizations concentrating on inbound marketing are four times more likely to claim a higher return on investment than companies that don’t.
B2B digital marketing can give a higher ROI than traditional marketing strategies since it lets organizations focus their marketing efforts more precisely and measure their results more accurately.
Now that we’ve seen some of the benefits of B2B digital marketing, let’s take a look at how to create a great digital marketing plan for your organization:
Steps To Creating an Outstanding B2B Digital Marketing Plan
Many B2B companies have found success with digital marketing strategies like SEO, PPC advertising, landing page development, social media, and email marketing, all of which can integrate with a CRM marketing automation system or a simple email auto-response system.
How do they do it? Let’s analyze their methods of success.
1. Develop a B2B Strategy
The first step in making a great B2B digital marketing plan is developing a strategy that fits your business goals and objectives.
It means figuring out who your target customer is, what your unique selling point is, and what your marketing budget and resources will be. For instance, you could show off your new products and target CIOs and IT administrators.
2. Effective Website
Your website is the center of B2B digital marketing activities. It needs to help potential consumers understand your brand and what you offer. It means ensuring your website has optimization for search engines, works well on mobile devices, and is easy for people to use.
One way to attract customers is by showcasing your products and services on your website clearly and prominently, making it easier for potential buyers to inquire about pricing or contact a sales representative.
3. Search Marketing
To make your business website more successful, you need to use the right words and make good stuff people want to read. You can also pay to make sure people see your site and might become customers
For example, you could utilize SEM to target IT administrators looking for solutions in their industry.
4. Content and Inbound Marketing
Content marketing and inbound marketing are powerful techniques to attract, engage, and turn potential customers into leads and customers. This includes making helpful content like blog articles, whitepapers, and case studies and using email marketing and marketing automation to guide prospects along the sales funnel.
5. Social Media for B2B Marketing
Social media is definitely a significant part of digital B2B marketing. It lets organizations connect with potential consumers, develop brand awareness, and drive traffic and leads.
This includes having a presence on relevant social media sites like LinkedIn and Twitter, distributing suitable material, and using social media advertising to attract a larger audience.
For instance, use LinkedIn to show off your skills and get in touch with potential clients.
6. Lead Generation
Getting leads is a crucial part of any B2B digital marketing plan. This means developing and implementing techniques to attract, capture, and turn potential consumers into leads. This means employing landing pages, forms and calls to action to collect contact information, marketing automation, and lead scoring to guide prospects through the sales funnel.
For example, you might employ a lead generation campaign to get contact information from potential customers interested in your services.
7. Analytics and Improvements
Lastly, it’s crucial to keep looking at your B2B digital marketing efforts to see what’s working and what’s not and to make changes to your plan based on what you find.
This means setting up analytics tracking, assessing and improving campaigns regularly, and trying new strategies and techniques to keep ahead of the competition. Your company may utilize A/B testing to try out alternative website designs and improve your conversion rates.
As we look ahead to the upcoming B2B marketing trends, it’s important to consider how we can improve our current digital marketing strategies to stay ahead.
Top Digital Marketing Strategies for B2B Companies
In light of your newfound understanding of B2B digital marketing and why it matters, let’s look at eight B2B digital marketing methods to help you bring in more business and expand your bottom line.
Specify your Business’s Positioning
Define your company’s position in the market. Your business-to-business company requires a unique and alluring positioning to stand out from the competition and win over new business customers.
51% of B2B marketers agree that strengthening brand messaging is the best method to boost marketing performance.
Run Pay-per-Click (PPC) Ads
PPC advertising is an excellent approach for B2B organizations to attract qualified website visitors, which can result in more leads.
In fact, conversion rates for search advertising for B2B are 2.58%, while conversion rates for display ads are 0.46%.
Understand Your Target Audience
The success of any B2B marketing campaign hinges on the company’s ability to empathize with and solve the problems its intended customers face.
62 % of B2B marketers surveyed by LinkedIn cited knowledge of their target market as crucial to developing an effective marketing strategy.
Have a User-Friendly B2B Website
Create an accessible business-to-business website: For business-to-business enterprises, nothing is more important than a user-friendly website designed to generate leads and ultimately close sales.
60% of consumers are more inclined to consider or contact a business if its website is mobile-friendly, and 51% of B2B customers conduct vendor research on their cell phones.
Integrate Offline and Online Marketing
Blending offline and online strategies can help B2B organizations provide a unified brand message to customers. 73% of B2B marketers think combining offline and online strategies is vital to serving their customers better.
Utilize Search Engine Optimization (SEO)
SEO is essential for B2B enterprises to increase the visibility of their website among solution-seeking customers.
51% of all website traffic originates from organic search, making SEO an essential component of inbound marketing strategies for 61% of B2B companies.
Finding the keywords your target audience uses across the digital marketing funnel is crucial for B2B marketers, from the initial point of contact with a potential consumer in the awareness stage to the last point of sale in the conversion stage.
For a quick reminder, here’s what your digital marketing funnel should look like:
Keep in mind that B2B SEO will place a greater emphasis on these long-tail, low-volume keywords. These searches will significantly aid buyers in selecting by providing valuable data.
Using content marketing, you may effectively target long-tail keywords while offering helpful information to your audience.
Maximize Content Marketing
Please take advantage of content marketing to the fullest extent possible: by producing high-quality articles, blogs, infographics, and videos, B2B businesses can boost their credibility as industry leaders, win over new clients, and increase their chances of generating leads. 91% of B2B businesses engage in content marketing to gain and keep clients, according to a survey conducted by the Content Marketing Institute.
Capitalize on Email Marketing
This is a low-cost approach for B2B enterprises to maintain contact with prospects, nurture leads, and advertise their wares.
Make Use of Social Media Marketing
Social media is an excellent platform for B2B organizations to interact with potential clients, raise brand recognition, and advertise their products and services.
LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn indicates that 94% of B2B marketers hop on LinkedIn to publish content, compared to 89% on Twitter, 77% on Facebook and Youtube, and 61% on Google+.
The first place to go if you have content to distribute is LinkedIn. It’s where most B2B marketers begin.
Let’s shift our focus from top digital marketing strategies for B2B companies to actionable B2B marketing tips that can help grow your business.
B2B Marketing Tips To Grow Your Business
The most effective ways to implement perennial B2B marketing strategies will appear slightly different each year due to factors such as the changing nature of the workforce, the emergence of new trends in response to the pandemic, and the development of new versions of important platforms.
In light of recent news, here are some broad considerations to remember.
The most effective marketing methods currently being used may also interest you.
Pay attention to the millennial generation as a possible client base for your B2B company. 75% of the global workforce will be millennials by 2025. As the biggest demographic in the labor market, millennials have become vital decision-makers in numerous industries.
Merit’s B2B Millennials Report found that at their respective companies, 73% of millennials partake in buying decisions concerning products or services, with 30% being solely accountable.
Using social networking sites like LinkedIn, you may reach millennials by catering to their beliefs and interests.
Take a B2C Approach
As a B2B enterprise, you must adopt the same customer-centric, individualized marketing strategies as business-to-consumer firms to compete effectively. Experts estimate that 80% of B2B buyers expect the same level of service as B2C buyers of goods and services.
One B2C approach creates engaging and expressive material to resonate with potential customers, while another focuses on providing a fantastic customer experience.
Cater to a Longer Buying Cycle
Plan for a longer sales cycle, as B2B transactions typically involve more deliberation than B2C ones. You can meet this demand by concentrating on lead nurturing through relevant information and individualized services.
Focus on First-party Data
First-party data is of utmost importance, and you need to prioritize collecting and analyzing information about your customers and prospective consumers. As a result, your marketing efforts can meet the demands of your target demographic better.
Supplement your Automation with AI
AI can be a helpful addition to marketing automation for B2B organizations, particularly in lead generation with AI. Artificial intelligence (AI) can aid in detecting patterns and insights in data that people may overlook, helping you improve the efficiency of your marketing campaigns and increase the personalization of your communications.
Have an SEO Keyword Funnel
As a business selling to other companies, you should use a keyword funnel in your SEO approach, narrowing in on increasingly precise phrases. This can boost company search engine rankings and help you reach customers at various points in the purchasing process.
Backlinko’s guide to B2B SEO provides excellent coverage for this strategy. The example they use is that of a logistics services company.
There is so much more to keywords for B2B marketing (intent and location modifiers), but this is an oversimplified version to help you get the gist.
Create Career Development Content
Develop professional and career-oriented material to set yourself out from the competition. Such content can be webinars, white papers, and blog articles that offer helpful advice and insights to potential clients.
Use Emotion in Your Ads
Emotional appeals in advertising can help B2B organizations connect with potential customers and make their brand more memorable, so you should focus on making your ads more emotional. You can do this through anecdotes or showcasing how your product has helped consumers’ businesses.
Use Audience Targeting in Google Ads
Use Google Ads’ audience targeting tools to contact potential consumers based on their interests and behaviors. As a result, they may have a better chance of connecting with the right people and increasing their sales.
Use Broad Match in your Keywords
Broad match keywords allow your PPC campaigns to respond to various search terms. Potential clients who need to utilize the keywords they’re targeting can find them this way.
Below is an example of how a broad match works:
Use LinkedIn Website Demographics
The Website Demographics feature on LinkedIn is an excellent tool for you to learn more about the professionals that frequent their websites. As a result, you can hone your messaging and develop more compelling advertising campaigns.
Employ Dynamic Content for Personalized Experiences
Using dynamic content can give your consumers a unique experience. B2B websites and email marketing campaigns can benefit from dynamic content to give visitors a more tailored and engaging experience.
The latest Demand Base survey found that 70% of buyers prefer relevant content that speaks directly to their needs company as very important. One method is to tailor your display to a user depending on their location, past actions, and current interests.
Provide Self-Service Options
Using self-service solutions like chatbots or self-guided demos enhances the customer experience and simplifies the sales process for your B2B clients.
Following the Covid pandemic lockdown, a mere 20% of B2B buyers desire to resume in-person sales experiences.
Self-service options facilitate potential clients to access the data they require in a timely fashion.
Increase Click-Through Rates with Video Emails
Use video in your B2B email campaigns to boost engagement and click-through rates. You can showcase your product’s unique value in short form videos.
It’s common knowledge that video marketing has been highly successful in the past five years, while email marketing has been a long-standing champion.
So what happens when you put them together?
This powerful combination can boost click-through rates by up to 300%.
You can reap the benefits of this winning duo by incorporating video content, such as teasers for desired links, showcasing products or company culture, or as a part of tutorial series to foster potential leads.
As we delve deeper into successful B2B marketing techniques, keeping track of current industry trends is crucial. This article will highlight some noteworthy B2B marketing trends worth monitoring.
B2B Marketing Trends to Watch Out For
In 2023, what should you prioritize regarding digital B2B marketing trends? Alright, let’s start from the beginning.
Increasing Leads and Traffic
You can employ various strategies to increase your number of leads and the volume of visitors to your websites. Making landing pages meant to attract a specific type of visitor is one such strategy.
On average, the web traffic from organic sources increases by 10.5% every month. We anticipate this increase following eight months of consistently producing high-quality content.
Alternatively, you might use paid search ads or social media marketing to attract a particular demographic to your b2b website.
Creating Engaging Content
You should put more effort into creating content they want to read because they know it will help them achieve your business goals.
Content like blog entries, whitepapers, infographics, and videos are all fair game. You can film tutorial videos to explain better how to use your software, or you can outsource.
Capitalizing on Videos
Video content is booming in B2B marketing. According to US companies, video is one of the most effective B2B marketing channels, followed by influencer marketing and artificial intelligence. Businesses increasingly use films to promote their wares, clarify their offerings, and tell their narrative to potential customers.
For instance, you could produce a video series detailing their many advertising strategies for your client’s benefit. In the US, only 13% of B2B marketers allocate over 15% of their budget to marketing. Meanwhile, the same percentage of marketers reinvest less than 1% of their company’s budget in marketing efforts.
Tapping into the Influencer Marketing Pool
The use of influencers in marketing is no longer limited to business-to-consumer enterprises. Many businesses-to-business today rely on influencers to increase their exposure to prospective customers and the number of leads they generate.
For instance, an online data storage service might partner with a well-known technology blogger in exchange for favorable publicity.
Utilizing Other Social Media Platforms
While LinkedIn has long been the social media network of choice for B2B interactions, other sites like Twitter and Instagram are quickly gaining ground. 80% of B2B marketing leads from social media come through LinkedIn. 92% of B2B marketers use the platform over all others.
Businesses increasingly use these channels to increase brand awareness, customer engagement, and potential sales. For instance, you might utilize Instagram to promote its newest line and interact with potential customers.
B2B firms employ many strategies, from upselling and cross-selling to developing subscription-based services, to boost their bottom line. For instance, you may present an upgraded paid version of their software to attract customers.
Leveraging Podcasts and Audio Content
Podcasts are becoming popular in B2B marketing. They're great for sharing information, interviewing experts, and providing helpful content to customers. Consider creating one on marketing trends and advice for businesses.
Many B2B organizations emphasize Corporate Social Responsibility (CSR) and donating to charitable organizations. You can do this by donating some of your revenues, sponsoring a community event, or forming a partnership with a charitable group. You may give back to society by supporting an organization that distributes computers to underprivileged areas.
As we look ahead to the upcoming B2B marketing trends, we must also consider improving our current digital marketing strategies to stay ahead of the game.
How to Improve Your B2B Digital Marketing
If you want to boost your business-to-business digital marketing efforts, you may do so in several ways. Here are a few steps:
- Create an all-inclusive plan for your digital marketing initiatives, including your objectives, intended audience, marketing channels, messages, and budget.
- Produce superior content. Content is a cornerstone of digital marketing. An organization’s content should tailor to its intended audience’s needs to succeed. Content types that fit this description include films, white papers, case studies, and blogs.
- Make sure your website is SEO friendly by including the following:
- Essential keywords and meta descriptions
- Optimizing photos
- The site mobile-friendly
- Utilize social media. You must have active profiles on the most important social media sites, where they may connect with customers and post material regularly.
- Email marketing is an excellent tool for getting in touch with clients. If a business wants to reach out to individual customers via email, it needs to develop content to keep its subscribers interested.
- Use marketing automation software to economize while increasing the efficiency of your marketing campaigns. You can automate your lead nurturing, email marketing, and social media posting tasks using automation technologies.
- Regularly evaluate the success of your marketing initiatives. Website traffic, user engagement, and conversion rates are just a few metrics you can measure with analytics software, and the company’s approach adapts accordingly.
- Create a content marketing strategy incorporating blog posts, videos, and whitepapers to inform and educate its intended audience. They might employ email marketing and search engine optimization to bring in customers.
- Use marketing automation and social media to streamline operations and increase audience engagement. They may boost the efficiency of their digital advertising by constantly evaluating their progress and making necessary adjustments to their approach.
Drive Growth With AI bees
With the help of our proprietary AI tools, we can anticipate the future performance of our customers’ marketing initiatives based on historical data, allowing them to invest their expenditures more wisely.
In general, the data-driven insights, personalization, automation, optimization, and predictive analytics made available by our AI-powered solutions will aid our clients in their B2B digital marketing activities. Our customers can advance the competition and see more success when they utilize AI.