In the past few years, online platforms have changed the way we think, learn, act and shop. The most successful business-to-business (B2B) brands have embraced digital transformation, and the very best of them continue to thrive.
Albacross states that, being a great B2B marketer boils down to understanding your clients’ needs, and communicating with them in a genuine, transparent manner. Whatever benefit your product brings, the goal of B2B marketing is to convert prospects into customers by letting businesses know that you exist and how your product can be of value to them.
Here’s what you need to know about creating a winning B2B marketing strategy.
1. Define your target market
What every successful B2B marketing strategy has in common are targets that can be defined and refined. It is impossible to market to everyone at once, so you need to focus on your core audience. To gain a higher return on your B2B marketing investments and generate more leads, personalize your marketing tactics to focus on fewer market segments.
2. Create relevant content
Content drives forward every type of marketing strategy. The key to marketing your content for any business is to produce valuable and curated content for your target audience. Use your content to show other businesses that your brand is an industry expert source.
3. Create multiple points of contact
You have produced your content, now it’s time to find the point of contact between your content offering and your target audience. Figure out how you’re going to engage the audience, get them interested and talking about your brand. In the B2B space, professional networks like LinkedIn can be leveraged to create multiple points of contact.
Remember that the modern buyer wants to have a connection with a brand they work with. By creating proper and relevant points of contact, audiences will develop a valuable relationship with your brand for a longer period.
4. Utilise mobile marketing
Since tablets and other mobile devices are now a part of every business ecosystem, having a website that is mobile-friendly means you build stronger brand recognition and have better communication with B2B buyers. Marketing teams are taking advantage of the amount of time the average person spends on a mobile device. It only makes sense that marketing campaigns be specialized for mobile viewers across various digital platforms.
5. Benefit from social media
With content, your intentions are not to make a sale but to provide value. With ads you want customers to convert or make a purchase. Some of the social channels that your business can leverage as part of its B2B marketing strategy are – Facebook, Twitter, YouTube, Instagram, Pinterest, Google+.
In this regard, figure out what works for your business and where your customers spend their time. This can only be done through researching your customer base and building buyer personas.
6. Optimise your Process
An effective B2B marketing strategy is a strategy that can be measured. Constant improvement should be a hallmark of your B2B marketing strategy. Measurement and analytics provide visibility to marketing performance and highlight critical gaps in your marketing activities, enabling you to accurately align your B2B strategy with industry benchmarks and demands of the marketplace.
To be successful as a B2B marketer today, you need to bring fresh ideas to the table and regularly add new methods to your playbook. There are tons of new opportunities out there, and we hope that the strategies covered above can help you make an impact, resulting in high-quality leads for your business.