If you sell products or services to other businesses and promote your offers on the web, then a B2B marketing strategy is what you need. Here’s why:
• It helps you identify the B2B segments that are profitable and that you are able to satisfy
• Helps you to plan your online activities and not leave anything to chance
• You budget for each activity accordingly and reduce the risk of under resourced activities
• Keep an eye on your competitors’ actions and optimise yours accordingly
• Track your online campaigns and report on the most important metrics
There are many digital marketing strategy options and you are possibly doing some of them already. However, there are 5 that many B2B businesses neglect and they are:
1. Display Network Marketing
The display network in Google Adwords and Bing Ads is a great resource for B2B businesses that want to raise awareness of their products and educate and inform other businesses of what they have to offer.
This is especially helpful for B2Bs that have recently launched a new product or service and target markets are not aware of its existence. In such a case, running a search campaign will not be helpful to increase awareness or sales because the product/service is at an introductory stage and very few know of it.
So the display network is very helpful especially for businesses that lack the finances to launch a mass media campaign on TV or print to raise awareness.
Here the display network can be used by businesses to create banner ads that run on sites that are part of the Google Adsense program and have chosen to display 3rd party ads on their sites.
2. Guest Blogging
From the connections you make on social media and other portals, you will develop partnerships with other bloggers that can lead to even more opportunities for your business. Guest blogging is one of these benefits and is effective at raising the profile of your business with your target audience.
Like most businesses you probably already have a social media presence on sites like Twitter, Facebook and LinkedIn. However, like many businesses too, it’s likely that you are not putting enough time and energy into making it a true success.
Social media sites are a great place to connect with customers, fans and industry partners and you should be active and a regular poster to keep up the conversation live. Companies that do this are more trusted by their customers and they have a more favourable position in the mind of customers and are more profitable too.
Ever wondered how some ads seem to follow you around the Internet as you visit different websites? That’s known as Remarketing and businesses use it to keep their products in front of their target markets, raise brand awareness and bring in more sales.
For example, you could re target people who visited but did not place an order, or they just put the product in the basket. There are many options available and it all depends on what you do, whether you are a B2B ecommerce site or not etc.
Google Adwords is one of a number of platforms that offers remarketing tools and you can create your audiences in your Adwords account or in analytics and then it will be available in your Adwords account for you to create your campaigns.
5. Email Marketing
Mailchimp is my favourite email marketing program because of its ease of use and many features that make creating campaigns easy and effective. You can create a list for each optin type on your site or for products or services which differ from each other.
If your site is built on WordPress.org, there are many plugins that integrate with Mailchimp and they make building your lists easy.
To plan your B2B marketing strategy plan more effectively, download my free digital marketing strategy template here. It’s easy to follow and it guides you as you research and identify the online tactics and activities you need to do. If you need any help with your online marketing campaigns, contact me to discuss and for free advice.