If your business is a B2B business, then you should know that a B2B procurement process usually involves 5-10 relevant decision-makers, combined with the current noisy and fragmented market environment, the company must firmly grasp the customer experience. B2B buyers are often faced with a large number of options, but they have their own clear needs, and if some of their needs are not met, they will look for alternatives to meet their needs.
Why ignoring B2B digital marketing is a mistake for businesses?
B2B companies that haven't done digital marketing yet, you're out!Perhaps, you are missing out on your customers. Here we briefly analyze why ignoring B2B digital marketing may be a mistake for enterprises, and we will briefly elaborate from the following aspects:
Real-time relevanceWe are in a rapidly changing digital age, and the inactivity of enterprises on the network may mean that they will always be one step slower than their competitors
Digital Display:Not just for the general public, the vast majority of entrepreneurs also learn about news and relevant information online throughout the day, and without a strong digital presence, companies may miss out on crucial first impressions and valuable links
Content Marketing:Valuable content is not just informative, but also builds relationships and trust between businesses and customers;
Search Engine:If you can't find relevant corporate content on it, does your business still exist in the B2B space?
Data-driven decision-making:The beauty of digital marketing is how measurable it is. Each click tells a story, providing data that can be analyzed and used to improve future business strategies.
In conclusion, if companies do not consider venturing into B2B digital marketing in 2024, they will most likely face the risk of stunted growth and frustrated success. Businesses may be missing out on important networking opportunities, falling behind the latest developments in the industry, resulting in a huge waste of financial resources and missing out on critical data to drive improvements.
So, if businesses are still hesitant right now, now is the time to take a step forward and let digital marketing reach its potential.
What does the marketing department need to focus on before starting the B2B digital marketing journey?
Before embarking on your digital marketing journey, you need to understand your company's annual goals and needs, as well as your competitors and target customers. Does the enterprise need customer acquisition, customer operation or brand marketing?What industry is the target customer of the enterprise, the position of the target group, the decision-making group, etc. What are the most effective marketing channels for businesses before?
To understand these clearly, you need to formulate annual market goals and work KPIs according to the company's own needs, and make corresponding market planning according to the annual market goals. The market goal should be specific, such as how many customer leads to increase, how much sales to increase, the corresponding time node, etc. What are the most critical performance indicators?
New customer leads:This data is the cornerstone of enterprise development, for enterprises, the most accurate customers are effective customer leads, quantitative changes bring qualitative changes, and the number of leads can bring as many conversions as possible.
Lead Conversion Rate:This data reveals which potential leads can eventually settle down to become real customers of the business, as a percentage of potential customers. If the conversion rate is low, there may be something wrong with the entire marketing funnel.
Customer Lifetime Value (CLV):What is the value of a customer over time?The higher this number, the more beneficial it is for marketing conversions.
**Flow:What about the PV UV data, and is there more marketing entrances on the official website such as customer service components, sidebar floating windows, and form submission components?More visits usually mean more opportunities, and more marketing portals mean further down the conversion chain.
Keep an eye on these key performance indicators (KPIs) and revisit and adjust your marketing strategy if you see a dip. If these metrics show an upward trend, you can analyze the key points and optimize other marketing strategies!
5 Most Effective B2B Digital Marketing Strategies!
1.Content Marketing:
B2B businesses love and hate content marketing because good content can not only enhance the brand awareness of the company, but also bring more potential customer leadsHate it because content creation is relatively difficult for businesses, which not only requires a large number of professional personnel to create, but also requires a lot of time cost. Many businesses are shy away from content marketing. Our suggestion is: when creating content, enterprises can raise the strength of the whole company to regularly create content belonging to various departments, and the content can also be in a variety of forms, such as short, writing notes, writing solutions, customer recommendations, customer cases, etc., one per week, unified polishing by the marketing department, categorization, internal and external, small steps. Of course, AI generative tools have also helped enterprises do a great favor, on the premise of determining the content theme, through AI to generate more usable enterprise content materials, improve the efficiency of content output. After the above content is polished, it can be upgraded and reused under the precipitation of time.
The content created by enterprises can not only be arranged on the official website and WeChat, build an enterprise content platform, establish a content acquisition center, and seize the minds of customers. Publish relevant and valuable content on all external self-leading channels of the enterprise, and establish the content cornerstone and customer trust in the field in which the enterprise is located.
2.Event marketing
Event marketing is also particularly important for B2B companies, and many B2B companies will often participate in some industry exhibitions and industry forums to gain a large number of customers. Now enterprises can not only obtain potential customer leads by participating in offline events, but online live streaming is also a more cost-effective way to acquire customers.
Combined with the stage of the enterprise itself, it can carry out online live broadcasts, participate in industry exhibitions or forums, jointly hold offline salons, and hold offline activities or industry summits alone to obtain potential customer clues in large quantities.
3.Social marketing (centered on the "WeChat ecosystem").
Taking WeChat as an official channel for enterprises to display to the outside world can assume part of the customer acquisition attributes, build content centers, activity centers, brand displays, etc. on WeChat*** to strengthen customers' understanding of enterprises and optimize customer experience. With WeCom as the foundation of the enterprise's private domain, build a one-to-one and one-to-many communication mechanism to increase the automated and intelligent customer journey. The social business card mini program is used as a window for enterprises to build alliances with the outside world, and at the same time, it has the attributes of customer acquisition or customer operation to strengthen the external connection of enterprises.
4.Official website + SEM SEO
In addition to laying out a marketing-oriented official website and improving the customer experience path, it is also necessary to regularly update rich and high-quality content on the official website, including product descriptions, blog posts, industry information, etc., to attract and retain users. Locate core business keywords and long-tail words through SEO and reflect them in the content with high frequency;Optimize the structure to ensure that search engines can easily crawl and index content. Deliver through search engines, buy relevant keyword ads, design engaging ad pages and set budgets, track conversion performance regularly and optimize in real-time.
5.Email automation marketing
Email marketing automation isn't just about automatically adding potential customers to our customer database, it's about delivering the right message to the right people at the right time. It's about automating the ability to deliver personalized content based on the needs and behaviors of a specific target audience. Automated email marketing can also include the ability to automatically filter and segment a list of potential customers based on the prescripts of a specific marketing campaign or offer.
For example, we only identify a prospect as a genuine customer after certain triggers or criteria are met. For example, when a potential customer signs up for our free trial, we can send them an email or message with specific content. This automated marketing strategy can greatly facilitate the better management and utilization of valuable resources to focus on those prospects with the highest conversion rates.
The 5 most effective B2B digital marketing paths are not necessarily suitable for every business, and companies can adapt to their own situationSmall steps, fast iterationsto start a gradual digital marketing journey.