In recent years, every industry has experienced a shift in the way things are traditionally done.
The ongoing digital transformation has meant that the way we think, learn and make purchases has completely changed.
To cope with these changes, companies need to make sure that they are constantly adapting to the new ways that we consume information that is marketed towards us.
This doesn’t just apply to businesses that deal with consumers, however; B2B marketers are also being affected by this transition.
A lot of B2B companies that are succeeding in their industries during these changing times have adapted their services to suit the digital generation.
Lots of B2B businesses are still falling short of this, however, continuing to market their companies as they did while the digital age was still very new.
If this is your company, you may have noticed that your success in your industry has started to falter, even though it feels like you’re working harder than ever.
You might have introduced the digital age into your business with some strategies, but to jumpstart your B2B marketing methods again, you need to adapt your strategy.
It doesn’t have to be as hard—or as costly—as it sounds, though.
Once you know what you need to do to catch up with the market in 2019, implementing these changes should be far easier than trying to go at it blind.
These are the strategies you need to implement into your overall B2B marketing strategy to be a success this year.
Conversational selling has been a big B2B marketing strategy, even before the digital age took off.
The difference now is how conversational selling takes place.
Before, many companies would rely on in-person conversations with a business owner or executive.
They would work hard to understand the wants or needs of the company, and offer them solutions to their problems based on products or services that their company produced.
Though a lot of companies continue to implement this strategy with in-person meetings today, the most successful B2B marketers have transformed this into an online experience.
Using technology that already exists, like Facebook Messenger or WhatsApp, or specific website plugins that allow you to talk directly with customers, has brought the conversational selling strategy into a new age.
By implementing this, you will be able to increase your conversion rate by being on hand to communicate with new visitors to your website.
This strategy also helps you to attract those who have previously visited your website, allowing you to nurture relationships using targeted content, and increasing customer satisfaction by being able to provide timely product support.
The key to this strategy is having robust customer data management software that allows employees to access all relevant information in one centralized location.
This allows for a more timely, accurate response that adds value to the interactions between you and your customers.
Search Engine Optimization (SEO)
88 percent of B2B buyers use the internet during their research process, so it’s absolutely essential that you implement search engine optimization on every page on your website.
This will be a key strategy in attracting new customers to your website who may then go on to invest in your products and services.
Even if you are already focusing on SEO, however, you need to make sure you aren’t relying on old, outdated keyword strategies that may no longer work with Google’s algorithm.
Instead, As ComboApp points out in a phenomenal guide to digital marketing, every business should focus on creating content that is relevant to your niche, contextual, and user-friendly.
This means that, even though you are targeting other businesses, the information on your website should be as easily understood by those not working within your niche as possible.
Another important thing is to make sure that you are using long tail keywords, as 70% of all search traffic originates from them. The same research also shows that those who find your website using long tail keywords are more likely to make a purchase.
Despite what you might think about the success of content marketing in recent years, only 20 percent of B2B businesses will admit that their strategy was ‘very successful’.
There has been an increase in the amount of companies that are using content marketing for their B2B businesses, however, but it’s very difficult to succeed if you don’t understand the digital market.
In order to create content that is a success for your company, you need to understand your customer’s pain points and make your content answer their questions.
You also need to turn your content marketing strategy into a fully-fledged plan. There’s no point in going into it if you aren’t prepared to put in the effort needed to make it work.
One way that you can do this is by creating an editorial calendar where you track the content you want to be releasing and when.
This will keep you on track with regular updates to your website, building trust with your customers and giving them the understanding they need regarding when to visit your website.
Marketers in the B2B industry have been collecting large amounts of data for years, but up until recently, extracting actionable insights has been difficult.
With the development of artificial intelligence marketing technology, however, B2B marketers have lots of new tools that enable them to decipher the big data they are collecting.
Once they understand the data they have collected, they will be able to create more targeted and personalized marketing actions with their target audience.
This will increase conversions because the viewer of the content will see it as something that relates to them, making them more likely to see the use of it in place in their business.