10 Strong B2B Marketing Strategies That Will Grow Your Business
Business owners who own B2B companies use traditional marketing activities, which typically involve promotion, advertising or campaigns, publicity sales, and distribution.
Companies have used all these traditional means of marketing for years.
The truth is that when you have a B2B company, you have multiple marketing strategies that you can use, both online and offline.
Most B2B marketers are aware of what they need to do to promote a B2B and that some factors are specific to this kind of business, and only the more advanced marketers know about them.
Here are ten best practices and tips to help improve and have a more positive impact on your B2B marketing strategies. So, make sure that you check the best ones. Enjoy!
#1: Search Engine Optimization (SEO) For B2B Organizations:
In the world of digital marketing, in most B2B environments, such things are often heard like “ SEO has become less relevant, ineffective, and it’s too competitive.”
-Ahh! That is not true.
Although it has become a bit more challenging to compete with other marketers with SEO in recent years, then again, smart marketers know ways to use effective SEO strategies to continue driving leads and sales for a B2B company in a strategic way.
Remember one thing that SEO strategies are always subject to change.
This is because a variety of factors keeps changing and updating with time, including updates in the algorithm, changing user behavior, and location.
Wait! What are the critical SEO strategies, and how can they help your B2B company?
Feeling curious to get this answer? Have a look at the basics of SEO, and check out the SEO page here.
However, to get ahead in SEO, you need to spend time on the following elements:
- Generating unique, relevant, and high-quality content.
- Building links.
Several SEO consultants think that the real goal of SEO is to increase the position of any business in search engines.
You need to know that many different marketing strategies can be used to drive more traffic.
SEO is different for B2B companies, and so are the strategies. As Columnist Garrett Mehrguth notes in this article, “B2B companies need to think differently about SEO.”
Are you doing your SEO wrong?
Need help or advice on how to approach your SEO campaign? Reach out!
Related: SEO Services For B2B & B2C Brands
#2: Pay Per Click (PPC) For B2B Professionals:
Presenting to you another great marketing strategy! PPC stands for “Pay Per Click.”
PPC is a form of advertising that can help your B2B company grow online.
All you simply have to do is pay a fee each time when one of your ads is clicked. It is a way of buying visits/audience to earn visitors through paid marketing.
What does a PPC campaign do?
With a PPC campaign, you will be able to reach your targeted audience and you have a wide variety of platforms and mediums to run your campaigns on.
Some of the most known and used PPC platforms include Google Ads, Bing Ads, and the major social media platforms.
However, if you are a B2B company and your business is aimed directly at consumers, then LinkedIn advertising is also worth considering.
Before you start a PPC campaign, learn how to do it right.
The first thing you need to do is to have a clear sense of your goal that you have for the campaign and define a set of keywords that you want to target.
Then, you will need to write an attractive and relevant ad and make your bid on each one of the keywords that you want to target.
Depending on your quality score and on how much you pay, your ad will be displayed, and you will only pay for the clicks that your ad generates.
There are many different strategies that you can use to ensure that your campaign is successful.
Nevertheless, one of the main advantages of using PPC is that the results are immediate, and you can monitor them in real-time.
This also allows you to make changes to the ad, add or delete keywords, and change the bids depending on the results that you are getting.
Related: 5 Simple Tips To Optimize Google Ads
Related: PPC Management Services
SEO Vs. PPC
Above, we have discussed the two main strategies for boosting traffic to your website.
Still, it is not necessary to make a single choice to reach a targeted audience either via search engine optimization (SEO) or PPC ads.
Both can be used to get powerful outcomes. Nonetheless, one of them surely serves long-term advantages.
This above picture says it all! However, when combined, both can give excellent results and work for hand in hand with B2B companies.
#3: Content Marketing an Effective B2B Strategy:
The strategy of content marketing is the distribution of useful, relevant, valuable, and consistent content to attract and focus on people (company owners and wholesale buyers) to drive profitable customer action.
The core aim of content marketing in B2B is to build a valuable relationship with the audience that leads to long-term customers.
Content marketing in B2B is not an easy task and can be very challenging, as it requires a strategic approach for creating a B2B marketing strategy.
Naturally, content marketing is a method B2B companies use to reach the ideal audience through a plan by creating unique content to convey what their business is all about.
Avoid making your content too promotional, as people will eventually lose their interest, trust, and faith in your company.
The best way of gaining authority and trust is by creating useful and engaging content.
Many B2B marketers, as part of their more comprehensive digital strategies, use content marketing.
The content that you should be publishing must depend on your industry trends and demographics.
Quality content has become a digital marketing powerhouse and offers an impressive ROI.
There are many different types of content that you can create, from the traditional “How to” to product reviews, guidance, tips, among so many others.
However, the most important thing is that you are delivering the content that your audience likes and wants. And the second most important thing is to market it! Promote it on social media, advertise it, share it friends and family – but get the word out about your content. Because if you don’t market your content, then you will not be able to leverage the benefits that the content can really provide. Again, the “marketing” in content marketing is very crucial.
#4: Social Media For B2B Marketing:
In this digital era, no one can question the power of social media.
To gleam the B2B Company, you have to put two main ingredients, social media content and social media advertising together.
Being a user of social media platforms, the very first thought that comes to your mind while watching other brands killing it on social media is the B2C companies (business to consumer).
The reason is that you rarely hear about B2B companies crushing it on social media.
This does not mean that B2B marketers start to treat it as an afterthought.
It can be the most beneficial channel to increase customer engagements, which automatically means an increase in sales.
We know that social media has played a vital role in allowing many companies to build their names and become known among those who are not aware of any specific brand.
Social media platforms differ from one another, and so does their marketing strategies.
In the image below, you can see the percentages of B2B companies that taste success through social media platforms.
Image Source: LYFE Marketing.
However, they offer several ways to help you connect with your targeted audience.
LinkedIn is a great social media platform that allows you to connect to other business leaders, decision-makers in your industry directly, and you never know when a new opportunity can arise.
Just like most of the B2B companies, don’t restrict yourself just to LinkedIn.
It makes sense that LinkedIn has gained the reputation of being the best social media platform for B2B companies, and the Content Marketing Institute found that 63% of marketers have rated it the most effective social media platform.
Having a presence on other platforms can also be a one-two combination in your social media strategy.
Facebook Ads offer a more powerful way to connect with the same audience if targeted correctly when they are not thinking about business. This can be a great way to double your exposure online and build trust so it becomes easier to close those leads over time.
Need help with B2B social media marketing?
At Web Worx Labs, we have helped large & small B2B brands develop a robust social media strategy. We are here to help!
Related: Social Media Marketing
#5: Marketing Automation:
Marketing automation refers to software platforms that help you automate your marketing actions, reducing cost, and improving effectiveness.
In basic terms, it is a process of replacing repetitive manual processes with automated ones.
At the same time, it allows firms to personalize and scale their marketing programs.
When you have a B2B company, it’s not easy to supply the right materials when they are needed. Nevertheless, when you do it, you can be sure that your prospect conversions will increase.
Marketing automation can help you do this in multiple ways:
– Lead Scoring:
Whenever you have a new lead, it may be difficult to know its quality.
So, by using marketing automation, you will score the different interactions the company has with the lead.
Simply put, you will only put your sales team in contact with the lead when you know they are ready to buy from you.
– Lead Nurturing:
While you can easily attract people to your website, you want to ensure that they have the best experience.
Again, marketing automation can help you get better results since you can; for example, implement drip campaigns based on the user’s behavior.
– Persona Personalization:
Marketing automation can help you define different categories of your prospects. We are all different.
Nevertheless, some specifics are familiar. This can help you target the people who have more money to spend, for example.
#6: Customer Relationship Management (CRM):
CRM refers to practices and strategies used by B2B organizations to analyze and manage customer interactions and data throughout the dealing, intending to improve customer services relationship.
CRM, concerning B2B, is essential for the success of modern business. Remember that the core focus of your business should be your customer because your B2B customer is a company, not an individual.
You need to make sure that both your marketing and sales teams are in direct touch and that they complement each other.
The secret is to have good communication between the two teams that allow them to work in harmony/together to figure out every detail about your marketing campaigns.
Together, they should be able to evaluate if the campaign went well, what they did well and not so well, which campaigns were responsible for the largest ROI, among others.
#7: Sponsorship – A B2B Marketing tactic:
Sponsorship is a crucial component of marketing. It is a way to market your brand and is a very popular marketing technique.
Focusing on the online world is great, but you can’t forget that you also have a market in the offline world.
So, one of the things you can do to get your company known and establish new contacts as well as do a bit of branding at the same time are sponsorships.
Just think about networking sessions or sponsoring an event. This allows you to connect with real people in a physical space.
Many business owners forget about the importance of face-to-face interactions. So, don’t act the same way.
You’ll tend to remember a lot better about a conversation that you have offline than when you are online.
In case you have a small budget and you can’t sponsor any event – you can still bring your business to the physical world.
Just discover a session or event that can be meaningful to your audience and donate your workspace.
#8: Conversion Rate Optimization (CRO) For B2B:
In Internet marketing, the CRO system is defined as a process of understanding users’ complete actions.
For example, how they move through your site and what is stopping them from becoming your customer.
In short, it is a method used to improve the performance of your website and, over time, has gained an excellent reputation.
One of the things that many business owners tend to forget is related to the amount of information they have about their prospects and don’t even realize it.
The data that you have based on how they behave on your website is simply huge.
And this can be a great help when you want to ensure that you are doing everything you can to increase your conversion rate.
There are multiple things you can do to increase your conversion rate to get better ROI. One of them is performing simple changes on a specific page and measure the results using an A/B testing.
You can also add more valuable content to your website and can offer a valuable eBook or white paper that interests your audience and display it in a pop-up window.
Remember to add the most important element for your website—the “Call to Action” button. To optimize your conversion rate, make sure to make your webpage loading as quickly as possible.
You can test your page loading speed through Google’s nifty tool PageSpeed Insight.
You just have to enter your webpage URL, and then you’ll get to know, “what is the loading speed of your page?”
Trust me; this is a very simple test, but harder to implement. Improving site speed helps with everything from CRO, SEO, Ad Performance for your PPC campaigns and everything in between. Don’t take short-cuts here!
Related: Learn about AMP – Accelerated Mobile Pages Initiative By Google To Help Improve Speed of Sites Around The World.
#9: Don’t Forget About Mobile:
Usage of mobile phones is increasing day by day because most of us in our free-time (Before going to bed or wakeup) rush to our mobile phones to browse on social media, read articles online or check emails on our smartphones.
All of us are on our phones all of the time, and I think this explains why websites need to be optimized for mobile devices.
We expect to find everything required on the internet and always pursue the results that appear on top of the first page of the search engine.
Imagine how frustrating it can be when you find out the webpage you’re visiting does not work on your phone?
Well, it can be incredibly frustrating!
So, if your website is not user-friendly, then how will potential prospects access your content and convert into leads?
What you need to understand is, a mobile-optimized website is a must thing as usually B2B buyers are now using smartphones to conduct business.
Mobile-first sites usually have all positive ranking signals because it helps in several ways to generate a high lead.
74% of mobile users say that if a site is mobile-friendly, then they are more likely to revisit to a company’s site in the future, maybe to crack a deal.
While you may don’t see many orders coming from mobile devices, this doesn’t mean that your prospects aren’t visiting your website using their mobile devices.
So, you need to make sure that your website is fully responsive and your visitors can have a good user experience.
Besides websites, advertising on mobile apps is a great option if you care more about building impressions and awareness.
Another technology that is up and coming and can be powerful is an omnichannel chatbot that is particularly useful in the mobile as it can triple your chat marketing campaign reach with three channels — SMS, native web chat, and Facebook Messenger. A great tool called Mobile Monkey that Larry Kim recently founded to help businesses improve conversion rates is definitely worth checking out.
Related: Learn about our approach to web development & how it ensures mobile responsiveness.
#10: Online PR:
PR (aka Public Relations) is a way of building relationships with B2B companies. It is one of the ways to let your consumers know who you are and how you can help.
This is more a process of gaining the trust of your audience through content that proves expertise and reliability.
There are four principal ways to accomplish B2B PR.
1. Earned media:
Is it merely the reliance on the third source to earn free publicity that is earned by becoming a part of the online community?
This all is gained through online reviews; build up backlinks from reputable sites, bloggers, and influencers.
2. Owned media:
Content that you own and is created by you to demonstrate your industry expertise.
Owned media includes blogs, eBooks, podcasts, white papers, case studies, etc.
3. Paid media:
The content for which you have paid to promote the paid media that is used to give a little boost to your content to reach the new audience.
Paid content can be included in a budget and does not need to break the bank.
4. Shared media:
This kind of media is content that is created with the sole aim to reach the audience on social media like Twitter, Facebook, and LinkedIn.
If you want to reach your audience more efficiently, shared media is one of the best PR strategies.
However, effective PR can be the make or break for any smaller companies who want to get their names and services out to the public.
When you want to make a special announcement, launch a new service, a new product, a new physical location, a redesign of your website, or anything else, one of the things that you should consider doing is an online PR.
Online PRs will help you with brand recognition as well as with marketing reach.
While there are many other marketing strategies that a B2B business can implement, these are the ones that tend to work better and take your B2B strategy to unbeatable heights no matter what your industry or niche is.
However, make sure that you implement one at a time and monitor the results.
Depending on your industry, you may get better results in some of these strategies. Afterward, you may want to have a higher budget.
Do let us know if you know other marketing strategies that have worked for your B2B Company and think that they will be useful in the year ahead!
From a start-up helping local small businesses, over a span of 5 years, Usman has built Web Worx Labs to be a leading provider of digital marketing solutions that employs 15+ full-time employees and has customers in over 30 countries.
Outside of work and his passion for all things digital, Usman is a proud father of three, loves running and is an avid reader.
Follow Usman on LinkedIn or Twitter as he is always sharing tips on strategy, branding, marketing and analytics.