As 94% of B2B buyer journeys start online, a digital marketing strategy is essential to ensuring three very important factors; brand awareness, brand credibility and lead generation. Without a digital marketing strategy, your place in the B2B buyers mind may well be non-existent, so put everything on hold and work through these essential tips for building the ultimate B2B digital marketing strategy.
Brand awareness and credibility affect many different aspects of a buyer’s journey, but both feed into the end goal of that all-important sale. To make a sale however, you need to start with a lead; this means lead generation should always be at the forefront of any B2B marketers mind. For further information about how to revolutionize your B2B lead generation- check out our latest e-book!
Digital marketing- what is it?
Let’s go back to basics. Digital marketing in its broadest sense is clear- any marketing that involves an online, or “digital” platform. This is of course, a HUGE field, and many aspects of digital marketing become a channel in their own right- namely content marketing and email marketing. Today we’ll focus on strategizing more specific areas of digital marketing, mainly the use of a B2B website, the ranking and standing of that website and the awareness created by social media. How can all of these be used to generate plenty of high-quality business leads?
The first place to address when improving your B2B digital marketing is your own website. Is your website properly optimized to convert those who are “just visiting” into leads? Almost all digital marketing aims to bring people onto your website, so there’s no point pumping hours into perfecting this strategy, if you’re to be let down at the final hurdle.
Properly optimized, you can convert 1-5% of your website visitors into business leads, and as you’re already paying for the upkeep of your site, make the most of every page! For more information about how to properly optimize your website, check out this checklist – Optimizing your website- get it right first time
Remember- when looking to optimize your B2B website- it’s not all about the look. Though having a slick and professional appearance helps your brand appear modern and knowledgeable, it only matters to 10% of B2B buyers. Don’t spend thousands on web design because it needs to “look pretty”, it won’t be an investment that pays off. Instead focus on navigation and headers. “Easy to use” is what 76% of your buyers crave- so let them have it! If someone comes onto your website, but can’t work out where your drop down menu is, or specifically wants to find pricing, but there’s no clear tab with that label, then they won’t stay online for long, let alone convert! Your website is like a shop window, you have literally seconds to entice your visitors into staying, so make your navigation and headers crystal clear and fully in line with what your future buyers will be looking for!
Sort your rankings
So let’s get down to the bare bones of digital marketing that goes by the name of SEO- search engine optimization. This is what dictates where your website stands in the rankings of your prospects internet searches. Google gets over 1 billion searches a month, so if you’re not staking your rightful place in those searches, how can you hope to drive the website traffic needed to generate leads?
As part of a digital world, SEO changes regularly as technology advances but that doesn’t mean you can’t get on top of it and have serious control over your rankings. SEO is driven by your chosen keywords, and how you map them to relate back to your website network. We’ve constructed this easy to follow list of tips you can action today to get started on mastering your keywords and their enormous contribution to your B2B lead generation. Get your head around keywords and keyword mapping
Leads generated by SEO have a 14.6% close rate- much higher than outbound channels and some other inbound strategies, proving these business leads are of quality. Getting into the buyers mind to know what they’ll search online means that your SEO strategy can give them exactly what they want in seconds. So don’t wait- get your internet rankings sorted. Alongside that website optimization, you’ll see a considerable improvement in the performance of your digital marketing channel.
Don’t forget PPC
Another way to maximize on your search engine rankings is PPC, or pay-per-click. Organic SEO doesn’t have a direct cost linked to it- you optimize your website using keywords so your website naturally and organically appears in front of your prospects, as and when they need it.
PPC does something similar, but it costs. You set up a campaign by creating adverts that link to specific keywords, with the aim of getting that number 1 ranked spot (which gets 33% more clicks than any other ranking). Setting up and running a PPC campaign can be difficult work, especially if it’s your first one- however a lead generated from PPC is more likely to buy from you. You not only appear the expert, you also get there before your competitors- 35-50% of B2B buyers purchase from the business they see first. This means, done right, PPC can bring you $2 for every $1 spent on it!
For a modern B2B buyer, social media is a huge part of the buyer journey. As 55% of B2B buyers use social media to research venders, it’s an important addition to any digital marketing strategy. Many see social media as a channel in its own right- and it certainly is! Social media not only boosts your digital lead generation by raising brand awareness on a global scale to get people onto your website, it also allows you to boost and share content with a more “human” approach. Social media not only benefits your business lead generation (B2B organizations who employed a social media strategy saw a significant boost in sales after 1-2 years!), it also does wonders in promoting your brand as thought leaders and field experts. You’ll see your credibility soar with a good social media strategy, discover the secrets to a winning strategy here – 7 ways to improve lead generation on social media
Remember – social media produces high-quality business leads. Its ability to reach all areas of the globe whilst also targeting detailed factors such as industry and job title allows you to generate business leads that have a 100% higher lead-to-close rate than outbound leads.
Connect your digital marketing
These above tactics feed into a fantastic digital marketing strategy, but for optimum business lead generation results, connect these tactics to other channels. Run keywords through your content in the form of blogs and downloadable assets to boost those organic rankings. Make sure they’re also present on every landing page for every channel, from email marketing to events- SEO optimize everything! This doesn’t just help digital get a leg up, it gives content more exposure, it proves legitimacy of emails and it can increase footfall at events.
72% of B2B buyers prefer to engage with a brand via multiple channels, and digital marketing is what helps those channels get in front of your future buyers. Whether you have a well embedded multi-channel marketing strategy, or you’re just getting to grips with it- digital marketing is the perfect place to start. You’ll see the results and their positive effect on your sales in no time! If you’re looking for more information about multi-channel B2B marketing, or searching for a way to plug digital into all of your ventures- have a read of our free eBook – Effective multi-channel models for marketing and sales
Don’t forget to measure
We say it all the time, but to implement a digital marketing strategy that not only works, but is constant in bringing you results, you need to measure and analyse. Before you practice any of these strategies, get the right reporting metrics in place and ready to go. Without this, any changes you make will go unrecorded and you’ll be no better off than you are now. When something works brilliantly, you need to know why- much the same as if it had failed! Only then can you replicate that success by knowing what variables work. If you don’t measure, you’ll just be making decisions based on fanciful thinking and hope for a streak of luck.
If you’re looking to generate more business leads with your digital marketing strategy, then why not look into a lead generation software? Lead Forensics attaches to your B2B website, and can tell you what businesses have visited, how they found you and what they looked at. You can see what leads discovered your website or brand through SEO, PPC, social media and more. Our software also provides contact details for key decision makers, so the days of waiting are over- get those leads on the phone seconds after they came onto your website! Book your free Lead Forensics trial and demo today.
Free guide – Discover the power of digital marketing on your B2B multi-channel marketing strategy. Download Effective multi-channel models for marketing and sales for free today!