Selling services or products to companies is far different from selling them to consumers. After all, you aren’t defining and targeting key buyer personas, and you certainly aren’t playing on emotions. The people who are empowered to make buying decisions for their employers tend to be very pragmatic and discerning. They consider facts, make diligent comparisons, seek high levels of value, and constantly look for ways to save money. Fortunately, with the right digital marketing techniques, you can position yourself as the perfect provider within your industry or niche. The following are the top 5 B2B digital marketing and advertising strategies along with tips on leveraging them.
1. Organic Social Media
It’s always important to have a strong presence on social media. After all, this is where a large portion of your targeted prospects will be. Even when company buyers aren’t using social media platforms in an official capacity, they’re still on the lookout for great ideas, information, and deals. Just like private consumers, company buyers have key pain points. They might struggle with delayed delivery times, failed product expectations, or budgetary concerns. You can use your social media posts to show how your company is able to prevent these problems. You can also add links to your onsite blog.
This is a low-cost form of inbound marketing and one that’s guaranteed to build your reputation if you do it well. High-quality info that solves problems both builds trust and positions your organization as an authority. With likes, shares, and other ways for readers to promote your work for you, social medial platforms can give your updates, articles, and blogs exponential attention. It’s also an excellent space for engaging one-on-one with your clients in a personable and friendly way. You can answer questions, resolve consumer issues, and more. Responding to feedback and addressing negative reviews about your products or services is also an excellent form of reputation management.
2. Paid Social Media
Paid social media campaigns are certainly worth the investment. You have a large and essentially captive audience at your disposal, and the ability to get your messages out in more ways than one. Even as you’re using video hosting websites and social networks to share free content, you can invest in banner ads, in-video ads, and other forms of paid advertising to supplement your campaigns. This dual approach fosters higher levels of brand recognition and makes your business difficult to ignore. It also shows the world that yours is a well-established company given that struggling start-ups rarely invest in these campaigns.
Always have an opt-in page on your website for email updates and e-newsletters. These are both excellent tools for fostering a sense of buyer urgency. You can let companies know that you’ve got short-term specials, new inventory, and other additions that are only available for a limited time. E-newsletters will help you keep your company and your brand fresh in the minds of the companies that your work with. It will also allow you to establish firm contact with prospects who are on the very cusp of converting. If you’re using customer relationship management (CRM) software to manage your B2B relationships, opt-in forms will additionally allow you to collect an adequate amount of data.
4. Google Ads
Positioning your company at the top of search results pages doesn’t have to be a long-running, herculean effort in SEO. You can land one of these prominent positions for high-use keywords right away, if you’re willing to pay for it. Much like ads on social networking sites, these top-of-the-page Google ads show that you’re well-established. Although consumers have become adept in identifying these initial ads as being sponsored rather than organic, they still use them. More importantly, these ads still have a very positive impact on how companies are perceived. Unconsciously, companies and consumers recognize prominent businesses as being legitimate and reputable. Paid Google ads or pay-per-click (PPC) advertising is perfect for getting your SEO campaign off to a robust start. This white hat cheat is all about getting more traffic to your site to increase its authority, prominence, and seeming relevance among search bots. When professionally designed and properly implemented, your SEO and PPC campaigns enjoy very beneficial, profitable, symbiotic relationships.
5. Content Marketing/SEO
Online marketing doesn’t work unless it includes robust content marketing and SEO campaigns. These are efforts to organically draw traffic to your site. They are an opportunity to offer high-value information to your clients and prospective clients, position your organization as an industry authority, and set yourself apart from the competition. Surprisingly, content marketing, especially when it’s done on platforms that allow you to interact with buyers is also a great way to learn more about the companies that you’re targeting. As a result, you can start streamlining and refining your outreach and your services or products to better meet specific needs. As you increase your site traffic and grow your market base, you’ll also be able to keep a finger on the pulse of your market and have the ability to quickly identify emerging concerns and needs.
Creating successful digital marketing and advertising strategies can seem like a daunting task, but with the tips we’ve listed, you will be able to begin creating a strategy that helps promote your business and increase leads. If you need help developing or executing your marketing strategies, shoot us an email at email@example.com – We’re always happy to help!