What is the best marketing strategy for B2B companies?
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In this video, I’m going to cover the best marketing strategy for B2B companies. We’ll work through online and offline approaches to discover which can produce the best results.
Let’s start with online marketing.
94% of modern B2B buyer journeys start online, and every day, Google sees 3.6 billion searches. Our modern world is online orientated, so this is where we must market.
There are several online marketing strategies used by B2B organizations. One of the most important is your website.
Your website is the hub of all online marketing activity and is crucial to success. Potential buyers discover your brand, learn about your product and contact your team through your website.
It’s the nucleus of your marketing strategy- so make sure it looks good and is properly promoted.
This promotion happens through a digital marketing strategy. Digital marketing encapsulates a vast amount of approaches to help attract potential buyer attention and drive website traffic.
– Search engine optimization (SEO)- the process of boosting your website ranking making your website easy to find
– Pay-per-click (PPC)- a form of online advertising where search engines place your website at the top of a search page
– Social media marketing- promoting your brand across varying social media platforms to build up a following
As the popularity of social media grows, this approach is rapidly becoming a solo strategy. With platforms such as LinkedIn offering a complete focus on business networking, B2B organizations are still discovering the power of this channel.
Another key online marketing channel is content marketing, where educational assets such as blogs, whitepapers and videos are shared to help potential buyers learn more about a brand and the services they offer.
And of course, we can’t forget email marketing. For over twenty years, sending emails containing rich product benefit information and enticing CTAs has successfully revealed new business opportunities.
All these channel approaches feed into an online marketing strategy. As we’ve mentioned, a clear majority of buyer journeys start online, but that doesn’t mean the best strategies are exclusive to the digital world.
Powerful B2B marketing can still be conducted offline too.
Offline approaches have worked for decades and continue to yield results. Think about how much impact a shop window can have on your purchasing decisions!
An offline marketing approach includes events. Face-to-face contact is still voted as the most trustworthy form of marketing by B2B buyers, and events maximize this activity.
Events give your business the chance to help potential buyers live and breathe your brand, forming closer connections with your team for high-value success.
Other offline approaches such as direct mail and print advertising can sometimes cost more than online approaches, but continue to prove highly popular.
Sending prospects a gift or displaying a large poster on a billboard is a less intrusive form of marketing. 43% of B2B buyers find these approaches less invasive than online marketing.
So, which marketing strategy is best for B2B companies?
I’m sorry to say there is no definitive answer and no magic formula of marketing strategy that will bring winning results.
Every B2B organization is different, and so each will see different successes with varying channels. However- one thing is clear.
The ultimate B2B marketing strategy embraces both online and offline approaches; taking time to understand their target audience preferences and responding across both mediums.
If your potential buyers don’t use social media, then don’t invest in this strategy right now. If there’s an event that appeals to your ideal audience- go to it!
The best B2B marketing strategy is a flexible one, establishing an online and offline presence to ensure they catch the attention of a wide variety of target audience members.
If you’re unsure which strategies to select, start by asking your customer base some questions.
– How did they discover your brand?
– What made them get in contact?
– What influenced their purchasing decision?
This information helps you discover which channels your ideal audience might engage with, and which areas of your marketing strategy are most powerful.
Use this audience insight to fuel an effective B2B marketing strategy, that puts the prospect first.
I hope you have found this video insightful and feel prepared to build a winning B2B marketing strategy!
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See you next time