Most of the digital marketing efforts today are executed over social media platforms, that’s why many B2B companies are having a difficult time creating digital marketing campaigns. But in reality, B2B companies should have a completely different mindset for building digital marketing strategies anyway. Because the potential customers and clients are other enterprises, emotional and over-creative marketing campaigns do not receive successful results with B2B marketing.
If you are desperately in need of campaigns to promote your B2B products or services to increase your ROI along with your sales, continue to read our guide. Through our suggestions you can reach out to the right audience with the right messages.
1- Take Extra Time with Your Resarch
Before building your campaign strategy you have to know what your target audience is and how to connect with them alongside your competitors in detail, and for that, you need well-executed research. Which companies do actually need your product/service and are they aware of this need? Which departments and employees are going to be exposed to your ads? You need to be able to answer these questions -and much more- clearly and in detail.
The research process for B2B marketing can differ quite a bit compared to B2C. You should be interviewing your potential customers and old customers, and be willing to learn about their thoughts, wishes, and complaints. These tasks can take a considerable amount of time and effort but in the long run, will help you to gain more quality leads.
2- Create Brilliant Buyer Personas
Have you completed the research step yet? The answer should always be no. Dynamics in the B2B market are constantly changing. Every day there is a new technology, and there are new competitors in the market. That’s why B2B market research is not a one-time only process and should be executed routinely. Only when you have enough information about the market can you start creating buyer personas.
Creating buyer personas will enable you to launch different campaigns for each of them. Rather than using demographics like age, gender, or married status you are going to need different characteristics. For example, if your product is software you should consider the technical knowledge of the person who decides whether to buy your product or not. Buyer personas with no technical background would need more simplified and clear content while the ones with technical background can be repelled by too basic content, and would need more complex and detailed content.
A high number of diverse buyer personas can make your marketing campaigns stronger but never forget that quality comes before quantity. For every persona you create, you are going to create and promote different content, so be prepared to invest time and effort into them.
3- Utilize Omnichannel Marketing Techniques
Traditional omnichannel marketing strategies usually combine both offline and online marketing efforts, but today it’s possible to talk about an omnichannel marketing strategy that exists solely on the digital platform. You can make your brand and your campaigns more visible online by conducting research and building insights on where your potential customers can be found on the internet.
For completely digital omnichannel marketing you may even try collaborating with influencers. Usually, influencers are synonymous with B2C marketing but nowadays there are so many influencers for B2B marketing, especially on platforms such as LinkedIn. All you need is a bit of creativity.
4- Turn Your Website As Flawless As Possible
B2C campaigns address potential customers’ emotions rather than their needs. That’s why no matter what the product is, the strategies are quite similar when it comes to traditional marketing. For B2B marketing, on the other hand, you have to prove that your product is useful and leave no question marks in your audience’s minds.
If your product is complex and difficult to understand, like software, it’s always a good idea to offer user guides, and case studies where other customers share their opinions to explain the product as clearly as possible. Any question that could occur in your customers’ minds should be answered in the FAQ section easily found on the homepage.