B2B Online Marketing Guide
After a long way with technological advancements, there has been a substantial impact on marketing strategies. Business to Business (B2B) online marketing is the practice of promotion or selling of products and services from one industry to another company. The Online version of these marketing strategies has now become more aggressive among big corporates and even small markets.
Digital Marketing has now overtaken the old-fashioned ways of marketing. There are a variety of domains to conduct Digital Marketing systematically and efficiently.
1. Developing an Optimized Professional Website
You must have a website that is technically descriptive and dynamically interactive. It should include high-quality and to-the-point value content that your niche audience demands.
By optimization, it means that the website is backed up by tools such as:
Analytics: To identify the type and behavior of your audience to optimize the content based on their interests.
Search Engine Optimization (SEO): To alter your website’s code and content to rank higher in search engines (like Google) for specific keywords and phrases.
Chatbots powered by Artificial Intelligence (AI): To help customers with everyday issues, explain business profiles, or redirect them to a representative.
Using Audio & Video Clippings instead of long monotonous texts:
This has now become a more versatile and promising way of addressing the customers. Youtube videos, social media lives, webinars, and podcasts are ways to increase the prospect’s engagement and develop more reliable connections with them.
2. E-Mail Marketing
E-Mail is not an out-dated or old strategy. It offers a promising and effective technique for reaching out to customers by pinging them personally. Moreover, about 73% of millennials prefer communications from businesses to come via e-mail. It is crucial to highlight the product/service you offer as a viable solution that addresses business needs. Marketing emails should also articulate business value, service, quality, and trust.
3. Account-Based Marketing (ABM)
ABM or Account-based Marketing focuses at an account level instead of using traditional tactics on targeting marketing communications. It is more focused on targeting a selected set of companies to conduct customized campaigns for them, than focusing broadly on an industry level. It is vital to have the marketing and sales department aligned for efficient execution.
4. Social Media Marketing
Social media online marketing is of the most critical and important factor to look for in the B2B industry. But, it is vital to pick up social media platforms thoughtfully. LinkedIn is the most important of all in the B2B category because of the professional audience. The majority of which drive business decisions and have 2x the buying power than the average web audience.
The content to be uploaded may include:
- Industry news and research
- Upcoming Webinars
- Challenges and innovations
- Case studies, facts & statistics
Presence on other platforms such as Instagram and Facebook can create more backlinks to drive more traffic to the website.
KEY POINTS TO CONSIDER
It is necessary to conduct proper market research to produce high-quality content. Moreover, B2B online marketing businesses are all about value addition. Factors such as service, quality, price, time, etc. constitute the intensity of value.
Use the latest technological innovations such as Virtual Reality (VR) and augmented reality (AR) for prospect’s dynamic experiences such as:
a) Product Testing – making it seem real and tangible
b) Product Personalization.
Personalized Communications: Meeting in person or greeting them on a call remain at the top for maintaining healthy relations and capturing the customer’s confidence.
