The start of 2021 doesn’t just mark the beginning of a new year — but the start of a new decade, too. It will also mark the end of what was, undoubtedly, one of the most unpredictable years to date. When it comes to B2B marketing, we don’t like guesswork or uncertainty. We rely on accurate data, past behavior, results and predictions to drive our businesses forward. So, instead of focusing on the uncertainty, let’s look back at what we know worked well in the B2B marketing world in 2020 — and use this insight to fuel our success in 2021.
A rise in shoppable posts and B2B eCommerce
According to eMarketer, as many as half of businesses with more than 100 employees are using Instagram — and more than 200 million users are visiting at least one business profile every day. The demand for B2B eCommerce is rapidly growing — in an increasingly digital world, the ability to make purchases online, and do so quickly, is a must. Instagram’s ‘shoppable posts’ feature clearly showcases this — enabling users to click directly through to purchase a product of their liking.
Interactivity: your website and its content
According to Klick Wire, 81% of marketers say that interactive content grabs attention. Static content should no longer be your go-to in 2021 — instead, aim to engage your potential buyers with surveys, quizzes, polls, tool kits and visual content. You want them to watch, listen and, ultimately, take action. If on-site purchases aren’t possible for your business, then interactive content is a great way to boost conversions and create longer-lasting prospect experiences. And remember, it can provide you with vital intel about your audiences, too!
A focus on SERP Position Zero
Our attention spans are decreasing; our demand for great customer experience is growing, and, more than ever, we want immediacy. This doesn’t just apply to our purchase behavior — but also the information we search for. That’s why SERP Position Zero — the featured snippet at the top of search engines like Google that answers specific questions — is the best place for your business to be. Whether it’s a list, a table, or a simple paragraph, deliver an SEO strategy with this in mind.
An increase in voice search
SERP Position Zero isn’t the only SEO-focused change we’ve seen in 2020. Voice search is on the rise — ABI Research found that concerns over ‘touching surfaces’ due to the COVID-19 pandemic mean that voice search will grow by 30% by the end of the year. With the growth in popularity of smart speakers, home devices and other applications, a shift in the way we search is evident. So, optimizing your website for voice search is critical — and will require some restructuring and re-writing.
Video is King
The popularity of video has been no secret in 2020 — according to Social Films, in March 2020 alone, short-form video sharing app TikTok received 115 million downloads globally. And, with the recent launch of Instagram Reels — social media giant Facebook’s answer to TikTok — it’s safe to say it’s not going anywhere. Don’t be afraid to evolve to a video-first strategy within your B2B organization — while it’s shareable and engaging, it’s also vital to meet the needs of workforces as they get younger.
Ephemeral content to boost instant engagement
If your B2B organization isn’t already harnessing ‘stories’ as a powerful sales and marketing approach, you could be missing out on vital opportunities. This temporary, ‘disappearing’, rich media content is a tactical way of generating interest fast. The way we consume content is changing — so the content we produce needs to match up. It’s not only perfect for shorter-term campaigns with one-off messages, but can also help to increase brand awareness over the longer-term, too — once it’s gone, it’s gone!
Marketing automation: integral to success
Automation isn’t a new idea — B2B marketers, sales reps and more have been shouting about the power of automating processes for years. The difference is that it has evolved from being ‘nice to have’ to becoming critical to success. This year, as businesses have faced uncertainty — with teams working from home, being placed on furlough or even made redundant in many cases — the value of high-end technology has never been so clear. Automate where possible, integrate always, and develop a tech stack that’s foolproof for 2021.
Lead Forensics is a B2B lead generation software that eliminates the need for on-site inquiries and instantly generates business leads. It works by utilizing an intelligent reverse website visitor tracking and a global leading database of business IP addresses to track your website visitors, reveal their identity and notify you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed website analytics outlining the time spent on your site. This way, they have everything they need to reach out to the right person, with the right information, at the right time. Book your Lead Forensics demonstration today!