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The Essentials of an Effective B2B Digital Marketing Campaign
Marketing to a business is a lot different than marketing to individuals. People look for relatable, business looks for realistic. Your content needs to be less flowery and more to the point. But the business is still run by people, who like relatable stuff. So your campaign needs to be a mix between realistic (for the business) and relatable (for the people running it)
Sounds stressful?
Well, it isn’t, or at least it won’t be if you take a note of these essentials that make up an effective B2B digital marketing campaign.
1. Update Your Website
Your website is your brand ambassador; it tells potential customers all that they need to know about your business. They are gauging whether or not you are capable of making a good website for them, so it’s not just the words and aesthetics that they look focus on, it is the overall functionality that they look at. If your website is outdated, clumsy, too wordy, has an impractical layout, or lacks in any other way, your potential buyers are sure to turn away.
Another reason you need a good website is because no one wants to click through 10 different links to find your contact number — most people will give up after 2. They will simply click out of your website and into your competitors.
Nowadays, more people prefer to use the mobile phones to do everything, including looking up things. Not only that, Google has started ranking responsive websites higher than ones that aren’t. So keep in mind to make a responsive website, which is different from a mobile-friendly website. While a mobile-friendly website looks good on mobile phones, it usually has lots of glitches and does not cater to any other devices like tablets. A responsive website, on the other hand, adapts to all devices from desktops to tablets and smart phones and is functional.
2. Optimize Your Content and Website for Search Engines
SEO is vital to your organization in the sense that, if done right, it can get your website to rank high on search engines, ultimately leading to an increased number of potential customers. Studies show that SEO is one of the top priorities of most high-growth firms; and for a good reason. When looking for something, people usually don’t visit a particular website (unless it is referred to them), but simply type in the term in the search box of Google and go through the pages (mostly only the first two or three) till they find what they need.
So, no matter how good your website is, unless you are ranking high on search engines, you won’t get as much traffic as you’d like.
Now, SEO can be separated into two components that make up the core of your SEO strategy: on-site SEO and off-site SEO.
a. On-site SEO mostly focuses on keyword optimization. You use keywords or keyword phrases that the search engine crawlers can pick up on. These keywords — and how frequently they appear on your website pages — help the crawlers figure out how high or low too rank you; and although this is only one of the many criteria Google uses for ranking websites, it certainly is a start. So if your page doesn’t have enough of the keywords, or if your website is crammed with them, you won’t rank high on the search engine. Also, if the keywords you use aren’t relevant to the searches, your site won’t rank at all. So make sure to choose the keywords carefully and include them in the flow of the content.
b. Off-site SEO is all the backlinks you get. So if another site mentions you and links your site, or if one of your customers mentions you on their social media, it all contributes to off-page SEO. The more people start linking back to you, especially if the people (or websites) are popular, the more search engines start recognizing you as a relevant and credible website. This will lead to your website being ranked higher and higher on the search engine algorithm.
3. Use Social Media Platforms to Your Advantage
Social media, if used correctly, is a great boon to your brand. More than 50% of your customers are on multiple social media platforms, waiting for you to promote your brand. Share your blogs, interact with your audience, answer their queries, and build your brand on every social media platform you can.
But be careful with how you allot your time for each platform you choose, because some platforms are more useful to one niche than others. For example, Instagram is mostly used by celebrities and cosmetic companies while businesspeople like to frequent Linkedin. Also, the kind of content consumed by each platform highly differs (like Instagram is more picture-centric while Linkedin users prefer stats and informative articles).
However, simply posting things on separate social media platforms is not enough, you need to practice channel integration to give your content and brand more exposure. This means you need to share your content across channels rather treat each of your social media account as separate entities.
4. Stick to Pain Points and Useful Content Format
One of the many reasons any business – whether a small-scale, family-run business or a fully fledged company with 1,000+ employees – looks to hire another company is because they have a problem that they can’t get around and need professional help with. These problems are called 'pain points' and these pain points are the ones you need to focus on if you want to get companies to hire you.
Research about your target audience and pick the most common or major pain points and aim to solve those in the content you write. Choose formats like how-to, lists, guides, question-based, etc. to convey these solutions to potential customers.
5. Feature Past Clients in Your Marketing to Increase Referrals
The biggest points businesses consider before hiring you is whether or not you are good for them and if you will help them solve their problem. And there is no better way of proving this than showing your work. With the permission of your past clients, you can use their information to draw up case studies and success stories that talk about how your products and/or services have benefitted them is the best marketing strategy B2B companies can adopt.
Talking about your past clients has more than one benefit. Firstly, it increases your credibility because people like reading about people and relating to them. When a businessperson reads about another business stuck in a problem similar to theirs, they will continue to see whether the problem was solved. Once they figure out that you helped solve the problem, they go from being a viewer of your blog to a potential customer.
Another benefit that you can reap from this is getting referrals. Sharing stories about your past clients on social media leads to them sharing it in their social circle. When people see someone from their circle recommending your services or products, the chances of them choosing to hire you increases.
6. Switch to Account-Based Marketing (ABM)
Usually, marketers include lead generation in their marketing strategy. And while it is a good strategy to use to generate as many leads, you need to get more personalized if you want to target specific accounts. This is where Account-Based Marketing comes in. Account-Based Marketing or ABM focuses on outbound marketing as opposed to lead generation that focuses on inbound marketing.
Basically, in Account-Based Marketing you focus on locating and targeting specific accounts. Once you have compiled a list of potential customers, you design targeted marketing campaigns based on their specific wants and needs. Since the pitch you make is highly personalized to fit them, these accounts are more likely to hire you.
So once you have a good amount of leads, switching over to ABM is a highly productive tactic.
7. Test and Analyze Every Strategy and Campaign
Marketing, especially digital marketing is a dynamic field. It is not enough to come up with one strategy and stick to it; you need to constantly change it up based on the new trends and what your customers want to see. Testing out every strategy to see which works best is vital when you have a dynamic approach to marketing. Sometimes you will also find that various elements from different strategies work better together, giving you a completely new strategy that works perfectly for you.
It is just as important to analyze the progress of your campaign after you launch it as it to test a strategy before. Analysis gives you an idea of what is actually working, which part of your target audience is engaging more than the other and why. It also tells you areas of your campaign that need improvement and what you can include or exclude in the next campaign.
Digital marketing is growing and changing faster every day, digital marketing even more so; to get the most out of your B2B digital marketing campaign, to stand out among your peers, and to remain relevant among your target audience, you need a strong, dynamic strategy build on the basis of extensive, in-depth research done on your target audience.
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Social Selling: A Modern Method for the Modern Salesperson
Every aspect of B2B marketing has moved on to social media… except sales, right?
Wrong.
Sales is no longer going door-to-door trying to sell your product only to have the door shut on your face. Neither is it getting hanged up on because people don’t want to be bothered with cold calls.
No, sales has moved on from the traditional practices and has adopted modern methods, one of these methods being social selling.
Coined circa 2006, this buzzword has become one of the best marketing strategies that benefit both, the salesperson as well as the buyer.
In his digital marketing workshop and social selling workshop, motivational speaker Mr. Amit Jadhav talks about the importance of including social selling in your marketing strategy. Let’s take a look at what social selling is and why you should consider using it in your strategy.
What is Social Selling
Social Selling essentially means that you use social media as a tool to find and target the right prospects, just like cold calling or door-to-door selling (except a bit more convenient) (and more productive) (and a lot less annoying).
This form of modern salesmanship allows you to build relationships with your prospects and give them valuable information while subtly persuading them to buy your product or service.
Why Choose Social Selling
As mentioned earlier, social selling helps you form a relationship with your prospects, which is vital when it comes to sales. If you have a good relationship with a potential buyer, not only will you be able to reach your sales goals, but you will most likely get some loyal customers for your brand.
The largest social media demographic, the people who fall under the age group of 18 to 34 years, are also decision-makers in most B2B companies. That is a lot of target audience that is actively engaged and involved online. Social selling gives you an opportunity to connect with all of these potential prospects.
Majority of your target audience is already on social media, using social search and social listening to look for sellers, researching them, and forming opinions about them before they have even come in contact (“social buying”). If you are not showing up as an option for them to chose when they social search, you are missing out on a potential sale.
To add to that, most of your competitors are already on social media, pursuing leads and converting them into sales. If you don’t get onboard with social selling, you are going to be left far behind.
Uploading creative videos and sharing interesting blogs yields a lot more leads and has a better ROI than traditional methods like cold calling. In his blog, Mr. Amit Jadhav, a keynote speaker and social selling speaker, says that “Videos have chiefly become the pre-dominant content form over the Internet.”
Social selling, if used right, is a great asset for anyone looking to use social media as a platform to reach their sales goal. In the pursuit to closing deals, though, you have to remember to not spam your potential buyers with generic automated messages that will definitely put them off.
Instead, engage with them personally; build your relationship with them; provide them with valuable information. It may sound more work than simply creating a list and sending them all a generic mail but the effort is well worth it if you get more leads and sales.
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Entrepreneur, Technologist, and Keynote Speaker Mr. Amit Jadhav says about the Highway to Fulfillment, "Spread happiness to get happiness. Set a goal and follow it with all your might without burdening yourself with unnecessary things.
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Learn Sanskrit Online from CoolAcharya. A Self learning video tutorial for Beginners. This course is best suited for students and professionals interested to learn Sanskrit, a classical and ancient language of India. 24/7 learning on any device.
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Upcoming digital marketing events in India 2018. Social selling speaker Mr. Amit Jadhav. Contact us for booking.
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'Internet Age - Marketing with Social Media' is one of the best selling Social Media Marketing Book in the market written by the Author Amit Jadhav.
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Social Selling Workshop for Corporate by Amit Jadhav. This Workshop is for those professionals who want to be massively successful in growing their business.
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Life Changing Workshop/Seminar by Amit Jadhav, one of the best keynote speaker or motivational speaker of India. Join us for the 2018 Workshop.
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Motivational Workshop/Seminar for Employees by Amit Jadhav. This training will motivate employees to focus on company's mission and KRA's.
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2 Days Intensive Social Media Marketing Workshop by Amit Jadhav, Founder and CEO of Task Marketing.
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Social Selling in Holiday Season
Apart from conducting motivational workshops for employees, Mr. Amit Jadhav frequently conducts social selling workshops for marketing professionals; in one such workshop about “Social Selling in Holiday Season” he gave valuable ideas like:
· Holiday season is coming and today due to so much competition, it’s essential that your brands social network sticks out to boost sales. Write Product Reviews - contemplate writing reviews of your goods on your business blog and encouraging them on social networking. These overviews could include special product suggestions, flaunt product attributes, and even include videos and images that highlight your product in a brand-new light. Better still, get a guest authors to writer these posts so you can provide a fresh perspective on your company’s offerings. Pick a distinctive theme for every roundup and post the goods to your business blog and social networking outlets.
Bonus points if you provide roundup particular coupons or deals! - Here are some roundup examples to spark your imagination:
Top 10 adventure vacation spots for 2018
Top 5 road-trip destinations in India
· Take Advantage of Holiday Hashtags - #SummerVacation #Christmas #HolidaySpirit #NewYearNewMe, and the list goes on. Social networking hashtags are huge throughout the vacation season, and your brand can utilize them to drive sales. Tag your Instagram, Twitter, and Facebook articles correctly to make sure they appear in vacation social networking searches all year. Oh, and remember to utilize visual media to stand out from the search results page.
At a social media marketing workshop, Mr. Amit Jadhav – the motivational speaker, discussed about some social media quick deals – which included:
· Maintain your customers glued into your social network pages by providing social network specific deals. These can either be product specific or a promo code which gives consumers free shipping, a percentage off their bill, or a free bonus gift
· Holiday Social Media Branding - Get from the vacation spirit by giving your social network accounts a holiday makeover. This could be as simple as adding a Santa hat into your Twitter profile image and a snowy filter into your cover photograph. Along with some other tactics on this list, vacation branding shows that your brand is active throughout the holiday season
· Use Your Network of Influencers - Partner with influencers into promoting your goods. Are you a clothing brand that’s attempting to push summer wear? Send product samples to local style vloggers.
· Video Specials -Make vacation inspired videos like merchandise reviews, comedic specials, along with behind the scenes specials to help keep your audience engaged throughout the holiday season. The videos do not necessarily need to show off the merchandise itself either, just make sure you promote your brand.
· Give Back To A Charity - Give back throughout the holidays by giving into a charity. A good way to do that is by donating a part of all sales say, 10% to charity during a 1 or 2 day sales event.
Such useful social selling tactics are the core ingredients which Amit Jadhav, the Keynote Speaker discusses while conducting his digital marketing workshops.
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