Successful B2B marketing plays a crucial role in fostering connections, boosting brand recognition, and driving the generation of leads and sales. When executed appropriately, it represents a valuable investment that contributes to expanding your brand presence and attracting new customers while driving sales.
Think of B2B marketing as a 3-step journey,
1. Attract Prospects
There are buyers that are not aware of your product and service. So, you have to employ techniques that expand the recognition of your brand and draw in the appropriate leads to foster deeper engagement with your brand. These leads may include potential purchasers, referral channels, or other influential individuals capable of enhancing your brand's visibility.
An example of B2B marketing in this step can be an expert from your company who attends, networks at, and speaks at a top industry conference where your firm’s potential buyers get together. Also, submit a series of articles to an online publication that’s widely read by your target audience can also help to increase your visibility. Remember, our goal for the first step is to offer a route for leads to proceed to the subsequent stage of involvement, not closing the deal.
2. Build Engagement
You have to be patient and not rush into the final step by skipping this step. In this step, B2B marketers concentrate on cultivating and maintaining the interest of their audience over an extended duration.
Provide insightful and helpful resources to potential buyers Webinars can be a great way to do that. During a live webinar, a prospective buyer has the chance to interact directly with the top experts from your firm in a low-pressure setting, enabling them to acquire knowledge and pose inquiries. This interaction allows the buyer to witness your expertise, and if they are prepared, it typically facilitates a smooth transition to the next phase, allowing them to engage with a member of your team.
3. Turn Opportunities into Clients
The final step is when a B2B buyer expresses readiness to engage with a representative from your firm regarding your solutions. This marked moment signifies a genuine B2B marketing lead. At this last step, B2B marketers play a crucial role in equipping the individuals responsible for closing deals in their organization with the necessary resources to communicate effectively with the buyer.
After going through the steps a B2B marketer should consider, let’s dive in to some digital marketing tactics to help your clients’ current and prospective customers to navigate the customer journey.
Producing engaging content for your target audience is a key strategy to build trust with potential customers and establish your company as a thought leader in the industry. This involves delivering valuable insights through various content forms such as blog posts, white papers, case studies, and infographics, all designed to educate your audience about your product or service. When creating this high-quality content, it's essential to communicate directly with your audience, employing a tone and style that connects with them effectively.
Social Media Marketing
Utilizing social platforms such as Instagram, LinkedIn, Twitter, and Facebook provides opportunities to connect with the audience, share industry news, insights, company updates, and enhance brand awareness. Social listening, a crucial tactic, allows understanding the audience's needs and challenges, presenting the company's offerings as solutions. For a healthcare client, this involved tracking relevant hashtags and employing PR tools to gauge online community engagement, ensuring relevance in the social market. Social listening not only maintains relevance but also enables the discovery of pertinent content to share across their social media channels, helping them stay top-of-mind in key online conversations.
Search Engine Optimization (SEO)
Enhancing your website's visibility in search engine results is essential for attracting targeted business traffic and leads. By strategically incorporating relevant keywords into elements like meta descriptions and headings, you can eliminate the challenge of potential customers searching extensively for solutions, ensuring your website appears prominently in search engine results pages.
Effectively advertising your firm involves utilizing various platforms, including industry publications, social media, Search Engine Marketing (SEM), and retargeting. Advertising not only promotes services but also plays a crucial role in driving content downloads, enhancing expertise, and increasing visibility. For professional services, platforms like LinkedIn and industry-focused advertising, such as retargeting, often yield better results, providing direct targeting of appropriate industry audiences. While SEM and Facebook ads may be more challenging for professional services due to cost and lower effectiveness, success varies based on factors like budget, ad purpose, targeting, and industry niche.
Automations, such as Tamly’s lead generation and LinkedIn outreach automations, replaces high-touch, repetitive manual processes with automated ones – supported by technology solutions. Tamly can help you reach a wider and more targeted audience.