We can all agree that the digital marketing space has revolutionised the way we do business.
Customers hardly fall for traditional ads, choosing instead to go on self-searching missions to identify solutions that speak to their needs.
Brands, on the other hand, employ a range of tactics to understand and meet consumer expectations.
One thing is sure—B2B customers are looking for great digital experiences along with great human experiences.
This means that to attract prospective customers to your offerings and boost revenues, you’ll need digital marketing strategies that offer both.
This can feel overwhelming considering the vast number of tactics that promise to deliver results.
Well, here are some fundamental tactics to help you along.
Data is the bedrock of modern marketing efforts.
As you examine large sets of data (using specialized software) on customer behavior and buying patterns, you can make intelligent operational and marketing decisions.
From adding new services to providing higher value and better service delivery, you’ll improve customer experiences—attracting more customers.
You’ll also have a baseline for measuring the results you achieve.
Here are ways analyzing data may help grow your business:
- Better sales forecasting: Analyzing customer behavior, responses, complaints, and sales activities allows you to come up with strategic plans that improve your business model. You can respond quickly to emerging trends, gaining a competitive edge over your rivals.
- Accurate product/service recommendation. Data helps you understand online behavior, e.g. the pages visitors linger on, so you can suggest relevant products/services or identify cross-selling opportunities.
- Improving marketing segmentation. Trying to appeal to broad marketing segments dilutes your message and reduces impact. Data analytics facilitates clearer market segmentation, enabling you to personalize marketing campaigns at a granular level.
- Boosting email campaigns. Through data analytics, you’ll be able to determine which subject lines attract more opens, which messages generate higher engagement, and the best times to send emails.
Top data analysis software include Contentsquare, Tableau, Shield, Oktopost, Keyhole, Exponea, and GoodData.
Statistics indicate that every $1 you sink into email marketing can provide an impressive ROI of $44.
This strategy has plenty going for it. Not only does it possess incredible ROI potential, but is also cost-effective.
You can also track key metrics like open, click-through, and bounce rates, which will give you insights into the motivations and interests of the recipients.
Best practices include:
- Segment your subscriber list. Segmenting according to behavioral data, purchase history, demographics, or stages of the purchase cycle makes for effective targeting and may help improve campaign results.
- Personalize emails. Add the recipient’s first name in the email greeting and consider automating behavioral triggers. If someone purchases your products/services, you can send them a follow-up email with suggestions on related items to complement their purchase.
- Focus on deliverability. Do your emails reach your recipient’s inbox or do they get trapped by spam filters? One of the best ways to get past spam filters is by creating high-quality clean content and steering clear of spam trigger words.
- Embed a video. Studies show that videos with thumbnails attract higher engagement compared to those without. Visual appeal and curiosity draw people in.
Content marketing has come out of the shadows and now plays a crucial role in digital marketing communication.
Through blogs, ebooks, market research, and video, marketers leverage the power of content marketing to generate leads and boost revenue.
They brainstorm target audiences, pain point, their unique proposition, content types, and promotional channels to maximize engagement
How can you exploit this strategy?
- Put together buyer personas. Who is your ideal audience? Use market research like behavior and needs to come up with buyer personas. If your solutions drive revenue and profit, CEOS may prove better targets than marketing or operations managers.
- Run a content audit. Assign existing content to the specific stages in the buyer journey to know what you need to create more of. Look at content performance to know which ones need tweaking.
- Brainstorm content ideas. Round up client-facing teams to brainstorm ideas relating to the pain points they come across in their dealings with customers and prospects. Think about the different formats you can use to share information to keep things interesting.
- Validate your content with keyword phrases and search intent. Think about informational (how-to) and transactional (buy or subscribe) keyword phrases prospects and customers use when looking up your type of solutions.
Here’s something worth remembering—you aren’t the only one trying to grow a business. It may even surprise you how far we’ve progressed in prospecting these days. Got other business people’s name? Try using an email address finder. It’s a modern day yellow pages with extra steps
Research by RAIN Group on 488 B2B buyers revealed that up to 71 percent of those seeking stronger business results were open to hearing from vendors.
If your solutions can help other businesses grow, cold calling presents the opportunity to make that initial connection. Pick up the phone.
Best practices include:
- Start by seeing yourself as who you truly are. Cold calling has received a bad rap over the years and it’s easy to subscribe to the notion of the nagging salesperson. That’s not who you are, nor what you represent. You’re a helpful problem solver.
- Don’t be overly technical in your conversation. For most businesses, pain points revolve around three elements—increasing revenue, reducing costs, or improving operational efficiency. Try to explain your solutions the simplest way while touching on the pain point.
- Understand your target market. Visit your target company’s website, look up their social channels (including community groups) to identify pain points and their potential fit for your offerings.
- Prepare for objections. Make a list of the top ten objections you hear often. Turn these objections into questions and write factual (research-based) answers for them. Keep these answers handy to make objection navigation easier.
Social Media Marketing
Social channels are excellent platforms for boosting awareness, advertising your solutions, and engaging with prospects. People talk about pain points, look up suggestions, make choices, make purchases, and tell others.
But getting people to engage your posts or talk about your brand takes than just dropping a post.
It’s the total of conjuring rich content, keeping a watchful eye on trends and data, and adjusting marketing efforts in line with the analytics.
Here’s how to maximize this fundamental strategy
- Tie your social media strategy to your business initiatives. What outcomes are you looking for? Is it sales or driving traffic? Create social content that attracts these outcomes and measure them regularly for effectiveness.
- Make your posts less snooze-worthy. While some industries aren’t exactly glamorous, there are plenty of ways to make your posts interesting. Dump the robotic voice for a conversational one, convert blog posts into catchy infographics, and publish minute-long snippets in place of lengthy videos.
- Watch for trends. Keep a pulse on industry trends, the conversations customers or competitors are having, as well as new promotional tactics. A social listening tool can tackle this for you.
- Focus on B2B-friendly platforms. There are multiple social platforms, but a select few are good for B2B social media. Think critically about those that showcase your offerings to your ideal audience and zero in on at least two.