B2B Digital Marketing Best Practices
Do you have a B2B digital marketing strategy in place? If not, it’s critical to your business to be involved digitally in this world that is now dominated by technology. I’m not saying abandon traditional marketing methods completely, just make sure to incorporate new technology in your overall marketing plan.
If you’re B2B small business hasn’t taken the leap into the world of digital marketing, then it’s definitely time to get your feet wet. Or maybe your business has started with a little bit here and there, but you’re not sure what else you should be doing to improve and grow your digital marketing strategy. No matter where you are in your journey, here are some B2B digital marketing best practices to consider:
Content Marketing
It’s important to have a steady flow of content being created to share with your audience online. Plan and create your content around your audience and what they will find intriguing. Organize your online content marketing around your offline marketing efforts.
- Create an editorial calendar
- Create ebooks, whitepapers, newsletters, and online presentations
- Repurpose print collateral for online usage
- Promote content via blogging, social media, and email marketing
Mobile
Most of your customers probably have smart phones. So, why not cater to that audience? Most of the people you want to reach in your B2B digital marketing efforts do a lot of research, browse the web, and communication on their mobile devices. It only makes sense to make yourself visible where they’re already looking. Here are some ways to get mobile:
- Mobile Ads – Invest in mobile ads to reach a greater audience.
- Mobile Responsive Site – As of April 21, 2015, Google search expanded its use of mobile-friendliness as a ranking signal and has a significant impact on Google Search results. So, it’s important to ensure your site is mobile-friendly. Not sure if your site is mobile-friendly? Check your site here Mobile-Friendly Test. You can also read more about this in Stacy Jackson’s recent post, “Did Mobilegeddon Hurt Your Organic Traffic?.”
- Mobile Apps – If your business requires customers to go to your site to login to use a cloud-based tool or look something up, then you should consider creating a mobile app to make the process easier for your customers.
Personas
Personas help you to get a better handle on your audience and how to speak to them. It’s vital to create content that is relevant and engaging to your audience. Buyer personas are ways to better understand your audience to help you modify your content to be in line with the preferences of your buyers.
Marketing Automation
Marketing automation is an effective way to analyze your efforts and increase sales.
- Know What’s Working – A marketing automation tool will provide insight into what online channels are driving traffic to your site and what keywords are working. This will give you the opportunity to fine tune your digital marketing efforts.
- Know Who and When Someone Visits Your Site In Real-Time – Being able to know who and when someone is visiting your site is valuable information to your sales team. This information allows them to reach out to your prospects ASAP. Learn more about this topic in the “Lead Tracking for Sales & Marketing”
35 – 50% of sales go to the vendor that responds first (Source: Hubspot).
- Email Marketing and Lead Nurturing – Most marketing automation tools offer the ability to do email marketing and lead nurturing campaigns. Developing a relationship with your customers and potential customers is crucial to growing your business.
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost. (Source: Act-On)
As you can see, it’s important for B2B companies to be involved in digital marketing if you want to increase sales. So, make the extra effort to jump into the digital world for the sake of growing your business. Not sure exactly how or where to start with these best practices? Jackson Marketing Services offers B2B Content Marketing Packages to help your business. Contact us today to request a proposal!