B2B marketing is a term that describes any marketing strategy used to market products or services to other businesses. These strategies can help your business reach new customers and increase brand loyalty.
B2B product marketing requires a thorough understanding of your ideal customer and their Total Addressable Market (TAM). It also relies on high-quality data that’s GDPR compliant.
Content marketing is a type of online marketing that focuses on producing and publishing original content to attract and engage customers. It is often used by B2B businesses to help potential customers through the entire customer journey, from discovery and research to purchase and loyalty.
Videos and podcasts are popular formats that can be easily produced with the aid of free creation tools. They can increase website traffic and the amount of time visitors spend on a site by up to 2.6 times.
Infographics are another useful way of conveying information to readers, and a great tool for B2B companies who need to explain complex topics in an easy-to-understand format. For example, New Zealand travel site Getaway uses beautiful infographics to share their expert tips with aspiring travelers.
Social Media Marketing
Whether it’s Facebook, Instagram, Snapchat or TikTok, social media marketing is a key part of any B2B business strategy. It’s a way to showcase the values of a brand and interact with customers, as well as generate leads.
Email marketing is another staple of B2B marketing, and it can be very effective. Businesses can use emails to expand on social media and content marketing pieces, offer discounts, announce new products or ask for feedback.
Webinars and podcasts can also be useful B2B marketing tools, especially if they’re offered free of charge. For example, Unbounce used webinars to increase their free trial start rates by 35 percent. B2B marketers can also create a culture account on Snapchat to promote the company’s personality and engage their audience.
Email marketing can be a powerful tool for B2B companies, especially when it’s hyper-targeted to specific stakeholders. Unlike with consumer blasts, multiple people are usually involved in the decision-making process when it comes to buying products or services for a business.
The content you send your subscribers should be based on their interests and needs, which can be determined by the buyer personas you create for each audience. These are fictional representations of your ideal customers, and they include information like business size, industry, job roles, and pain points that you can solve.
For example, here’s an email from emfluence Digital Marketing that celebrates a new lead’s success with the company by congratulating them and offering a discount on their next order. This is a perfect example of how to use personalized content without overdoing it.
Search Engine Optimization
Search engines like Google serve up a treasure trove of business-related information, making them an important B2B marketing channel. Optimizing your website and individual web pages for search engine ranking involves a lot of technical details that can sometimes seem overwhelming.
But the payoff can be huge. Research shows that people often ignore ads and prefer to click on organic results. Plus, SEO generates “passive” traffic that doesn’t disappear when you stop paying for ads.
Mailchimp gets creative with its search engine optimization, using campaigns to speak directly to its target audience. For example, it recognized that potential customers mishear or misspell its offbeat name and ran paid searches featuring slight alterations of the company’s brand name to capture attention. These campaigns led to a steady stream of new subscribers.
An effective B2B website needs to have a clear value proposition and connect with visitors from the beginning of their journey. This will help them feel trusting of your business and build loyalty as they explore.
It also requires a professional appearance and tone, and an in-depth understanding of your audience’s unique needs and motivations. You can do this through both qualitative research – such as asking your team members who communicate with prospects day-to-day – and quantitative research, such as web analytics and user feedback surveys.
In addition, you should perform competitor analysis to ensure that you are clearly differentiating your business and not copying your competitors. Use tools such as SEMRush and SEOBook to get insights into your competitors’ organic and paid search performance and keywords.