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Digital Media

Digital Marketing for B2B

This might be a challenging question, especially when you are facing several marketing challenges. There are so many things that you need to think of and plan if you want to achieve success with your B2B business. 

With so many businesses focusing on digital marketing, your company must find ways to stand out and build trust with potential customers. If you’re ready to take your B2B business up a notch, read on for 6 effective digital marketing strategies that will get you there quickly!

If you want to achieve this, you’ll need to understand the digital transformation process and how it impacts your business. With this in mind, let’s take a closer look at the role of digital marketing.

How Digital Marketing Works

Digital marketing is the process of developing and maintaining a relationship with your audience through creating, accessing, and sharing content on digital channels such as social media, email, chat, and other forms of communication that are open to your audience. 

As a marketer, you must be able to integrate all these different channels into one cohesive message. This requires good communication skills. You must be able to effectively communicate with all audiences—including B2B ones—and ensure that everyone understands what’s happening in your company by using the right tools. 

This requires creative thinking and data-driven communications that are integrated into a consistent experience for the entire environment. The key is to build relationships with people who can help you accomplish these goals.

Building Relationships

You need to understand how well each person understands what you’re selling or helping them do so they can make their voice heard in their own way—for example, by creating content for social media or interacting on an e-commerce marketplace site; by providing feedback; by offering advice

In the B2B world, things can get a little tricky. It’s not as simple as reaching out to as many people as possible and hoping they’ll eventually buy your product or service. In fact, something like that will probably backfire on you.

 Instead, B2B requires a more strategic approach to digital marketing. You must think about who your target audience is and how to reach them authentically without coming across as salesy or unprofessional. 

After all, no one wants to be sold to all the time! So we’ve compiled a list of 6 effective digital marketing strategies for B2B businesses that will help you grow your business in the right direction while keeping it personal and professional at the same time.

  1. Consistently publish quality content

It sounds obvious, but it’s important to remember that you have to have content for your B2B marketing strategy. Most B2B companies focus on content about their product or service. You, however, can also publish helpful blog posts about your industry and your customers. 

As you create these blog posts, make sure they are consistent with your brand and that they are of high quality. Always aim for above 80 percent quality on your blog posts. This will keep your readers coming back for more and will help you build authority and trust in your industry. 

If you have a marketing team, make sure they have scheduled content creation times each week. This will ensure you have a consistent flow of content to keep your readers engaged and it will take some pressure off you as the marketing director.

  1. Integrate email marketing with lead nurturing

Email marketing is a great way to nurture leads and create a one-on-one relationship with your customers. Think of email marketing as an ongoing conversation with your B2B leads. You want to constantly be engaging with them and building trust through your content and emails. 

To engage with your leads and nurture them, you can create email sequences where you send emails at different stages of their journey with you. You can send emails to new leads right away to let them know you exist and are here to help.

Sending emails to your leads at various stages in their journey will help you increase your conversions and sales as your leads trust you more and become customers. You can use email marketing software like HubSpot or Convio to create email sequences, send emails, and track your results.

  1. Implement ad automation with personalized ads

Ad automation with personalized ads is a great way to scale your B2B marketing efforts and make sure you’re reaching as many people as possible. You can do this by creating several ad variations with different calls to action and different audiences. 

As you run these ads, they will show up in different places across the internet. On social media, on Google and other search engines, and on third-party websites and apps. As you run these ads, they will also personalize the ad for each person who sees it based on what ad they were shown and what they click on. 

This way, even though you’re running one ad that is being shown to many people, everyone sees an ad that is relevant to them. You can use advertising automation platforms like Sprout or HubSpot to set this up and scale your ad campaigns.

  1. Create SEO-optimized Quality Content

This may sound similar to the content creation strategy above, but there is a difference. The consistent publishing of quality content will help you to rank higher on search engines like Google. As you write blog posts, you can include keywords that are relevant to your industry and product or service. 

You want to make sure these keywords are natural and not forced. When you write, allow your readers to be your focus and not the search engines. Then, when you publish your blog posts, you will use SEO best practices like title tags, meta descriptions, and other elements designed to help your posts rank higher. 

This will help you reach more people in your industry and people who are looking for your products or services. This will also help you reach more leads and increase your sales.

  1. Leverage LinkedIn for B2B Marketing

LinkedIn is a great place for B2B marketing. It is a professional network where people go to learn about their industry, see what their peers are doing, and network with people in their industry. This is the perfect place for B2B marketing!

You can join groups related to your industry and post helpful content like blog posts or articles. You can also comment on other people’s posts and engage with your industry. You can also look for people in your industry and try to build relationships and make connections with them. 

This is a good idea because you don’t want to spam people with sales pitches. You want to engage with them and help them. This is especially important if you are looking to build a long-term business relationship.

  1. Build a Solid Brand

We’ve talked a lot about building relationships with your leads and prospects, but what about your brand? Your brand is the first thing people see when they come across your business online. It is the image you create and the reputation you have. 

When you are marketing yourself, you want to make sure you are building a strong brand that is consistent across all your marketing channels. You do this by having a clear mission, creating a strong logo and brand colors, and defining your voice. Your mission statement is a one or two-sentence statement about what your company does and what problem it solves. 

Your logo and colors are the visual elements representing your company. The voice is how you speak to your audience. It is how you write your content, tweets, and posts. It is how you communicate with people. When you are building a strong brand, you are creating consistent connections with your leads and customers.

Summing Up

Digital marketing is an essential part of any modern business. It’s how you reach new prospects and introduce your brand. That being said, you can’t just start posting on social media and expect people to find you. 

You need a digital marketing strategy that’s tailored toward your audience, and one that considers the various channels available to you. With the right mix of content, targeting, and timing, you can build a strong online presence and generate leads for your business.

Now that you know how to get started with marketing for your B2B business, take a moment to subscribe to our newsletter for similar informative content. You can drop down your questions in the comments below or contact us through social media.

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Digital Media

Digital Marketing Transformation Roadblocks

Digital marketing transformation is a process. It’s not something you can do overnight (or even in a month or year). It involves change, which means resistance, friction, and challenges along the way. 

You cannot just expect to magically transform your marketing department; you have to work at it every day. Many obstacles stand in the way of digital marketing transformation –at every step of the process. 

If you’re serious about making progress, you need to know what those roadblocks are and how you can overcome them. Read on to know the 6 most challenging roadblocks to Digital Marketing Transformation and how to overcome them.

  1. Lack of budget and resources

The first thing that comes to mind when thinking about obstacles to a digital transformation is a lack of budget. This can be a big problem, especially for smaller companies that don’t have the budget in place to invest in digital marketing. 

Ideally, you want to put around 25% of your marketing budget towards digital channels. But if you don’t even have that percentage allocated to digital marketing, then how are you supposed to implement a digital transformation? 

While you didn’t expect it, there are many ways to square off the situation. One, you can do a proof-of-concept to show that your solutions are effective, and then seek funding based on that. Two, you can partner with an agency with the resources you need to scale. 

Another way around it is to use the in-house resources you have by outsourcing non-core activities. Lastly, you can buy in from the C-level, including your CEO and CFO. Convince them that this is where the future lies and that you need funding to get there.

  1. Change Management is your biggest obstacle

You can have the best ideas and most sophisticated technologies, but if you don’t have buy-in from your team, you’re not going to get very far. Whether you’re managing a digital transformation in-house or through a consultancy, you need to instill trust in those around you that this new approach is going to be better than what they’re currently doing. 

You need to show them that you’re not just here to “fix things”, but that you’re actually looking to improve their situation – and that of the company as a whole. This is why change management is the biggest obstacle to digital marketing transformation. 

If you don’t do a good job at managing the change, you might overwhelm your people. Or, you might end up with a lot of pushback and resistance that could potentially put your transformation on hold.

  1. Lack of talent

If you were to poll marketers about their biggest challenge, many would say that they need more talent. The sad truth is that the digital marketing industry is short on good people – especially skilled professionals who can handle complex marketing transformations. 

If you’re managing a transformation in-house, you need to be very careful that you don’t bite off more than you can chew. You don’t want to take on tasks that are way above your level and lead your organization to fail. If you’re hiring an outside agency to help with your transformation, then you also need to make sure you have the right talent on the job

If you’re not sure about the need for a particular post, or you’re struggling with the quality of the work, try hiring a freelancer for the job. Once you’re comfortable with spending more, shift to regular employment if the freelancer is ready for it. You want people who are not just skilled, but who also have the experience needed to handle your situation.

  1. Data quality is a big issue

Data quality is a huge issue when you’re going through a digital marketing transformation. Whether you’re implementing new technologies or just trying to normalize your data across platforms, you’ll probably run into issues with data quality. You may have data that are not up to date, that doesn’t have the right attributes, or that has issues with quality. 

If you don’t fix these problems, they could cause serious issues when trying to give your organization a comprehensive view of customers. If your data isn’t standardized, you may have issues when trying to combine datasets from different sources. This is a challenge organizations will face as they move toward a data-driven marketing approach.

One way to overcome this challenge is to adopt a data-first approach. First, you have to identify the core questions your marketing team needs to answer and then find ways to get those data points. Once you have those data points, you can start cleaning, formatting, and linking them together to create a data lake.

  1. Brand fear and organizational silos

If you’re working in a large organization, you might notice that not all departments are on the same page. Marketing teams are often siloed from one another. In addition to that, a lot of people are afraid to “step out of line” and get creative or try something new. You need to find a way to overcome both brand fear and organizational silos. 

You might find that some departments are resistant to the changes that digital transformation could bring about. Or, you might find that there’s just not a lot of communication between departments. This can be a huge problem when trying to implement a digital transformation. 

Silos can form as a result of brand fear. One particular department could actually cause problems for the rest of the organization if it is trying to protect its brand or fear changing. Marketing transformation leads to change, so you need to make sure that other departments understand this and are on board with the changes you’re making.

  1. Marketing Budget 

One of the most infamous and talked about issues in digital marketing is the marketing budget of the organization. Small, medium, large or non-profit, every organization’s marketing budget becomes the gap between the seller and the audience. Marketers often seem to forget to integrate the legacy line of business applications.

While many factors affect the brand’s reach to potential customers, and some of them are almost free to implement and manage, reaching your target audience with guaranteed success comes at a cost that almost every organization struggles to get over. For more than half of all businesses, budget is the primary roadblock to marketing. 

Organizations should consider investing in platforms just as much as they invest in traditional marketing ways. One way to go around this hurdle is by pre-planning your budget. Every little consideration plays an integral part in the final marketing budget, be it intern training costs or software maintenance costs.

Conclusion

Digital marketing transformation isn’t easy, especially if you’re trying to do it in-house. But it’s something that every marketing team needs to do. If you want to stay relevant in the future, you have to make this transition. If you’ve been putting it off, it’s time to make some serious changes. 

Luckily, there are many resources out there that can help you. What’s important is that you understand what the main roadblocks are and how you can overcome them. You’re on your way to digital marketing transformation success if you can get buy-in from the C-level, instill trust in your team, and address data quality.

That said, if you found this article informative, consider subscribing to our newsletter, you can even spot us on social media and seek guidance, it’s free!