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Do you want your business to succeed online?
Digital marketing is essential to that cause. No matter how superior your products or services are, without an effective digital marketing strategy your company will not go very far.
Let’s look at five B2B digital marketing strategies your company needs in today’s competitive environment.
From attracting new customers to engaging existing ones, raising brand awareness, and hiking up sales, these strategies will help grow your business to new heights.
Search Engine Marketing (SEM)
Search engine marketing is an effective digital marketing activity that focuses on search engine platforms like Google, Yahoo, and Bing.
With SEM, a company pays to place search ads on the aforementioned platforms, which are then displayed in front of users performing searches.
With millions of businesses online and vying for the same B2B customers, creating an effective SEM campaign will require strategy and research.
Here’s how you can optimize your search engine campaigns:
- Perform keyword research: the best keywords you can target are those your intended audience uses. Alexa’s Keyword Difficulty Tool can be useful in sorting popular keywords.
- Broaden your keyword campaigns to include singular or plural forms, similar phrases, misspellings, or synonyms of your target term.
- Create interesting ads that persuade searchers to click on them. Use the keyword within the ad copy, demonstrate the benefit of your solution, and include a call to action.
- Improve your quality score to align to searcher intent by incorporating target keywords in the ad and the landing page it links to. This ensures the ads show more frequently and at a cheaper cost.
Search Engine Optimization (SEO)
Your company can attract visitors from all over the world, but not all traffic is useful to your business. And they will leave if they don’t find what they are looking for.
That’s why you need search engine optimization.
This strategy is all about expanding the quality and quantity of genuinely interested traffic to your site.
SEO focuses on improving online visibility so you rank highly on a search engine results page without paying for it.
Whenever a searcher types in a query, search engines crawl through hundreds of websites to find and serve up high-quality content.
Search engines’ main goal is to provide searchers with credible and high-quality information. In doing so, they gain the searcher’s trust and hopefully become their go-to search engine.
If your webpage contains duplicated, low-value/spammy content or lacks inbound links, the search engine will quickly overlook it. Remember their goal.
So, you’ll want to provide high-value content that satisfies searchers and search engines alike.
- Optimize medium-tail (two to three words) keywords in your content
- Optimize meta descriptions and page titles for more clicks.
- Increase content dwell time and engagement. Search engines note how long people stay on your webpage. If they leave too quickly, search engines deem the page invaluable and show less of it.
B2B Competitor Analysis
Competitor analysis is about knowing your competitor and evaluating how they work.
Done right, this analysis reveals your competitors’ customer base along with their strengths and weaknesses in their strategy.
With this information, you can tweak your strategy and outperform them.
Here is how to conduct competitor analysis:
- Start by identifying your competitors. List direct competitors, secondary competitors (have similar offerings), and tertiary competitors (those within your niche)
- Analyze their online presence. Review their website, social pages, and customer reviews. Doing so allows you to know what they are doing, their connections, and if their customers are happy with their services.
- Research your competitor’s sales process, including the channels they use for selling, and the results they generate. Note of current and past promotions and customer response to them.
- Review the content your competitor creates. How often they post new content, in what form, and the backlinks they use. Look at how the audiences respond to the content to know what content has the best appeal.
Cold calling is an invaluable technique in your armory. Most people worry about bombarding a stranger with information about their offerings and fail to see the other side of the equation.
The prospect may not be ready to buy from you immediately, but it’s not a waste of time.
You’ll have the opportunity to introduce your company and create a positive image that will encourage the prospect to reach out when they are ready.
How do you do that?
- Research these businesses and learn a thing or two about their needs and existing solutions. Critically assess the extent to which your offerings can cover these needs.
- Cold calling is a skill that is mastered with practice. Get your team to conduct mock calls with varying degrees of difficulty. Note common challenges faced when making calls and create multiple approaches to deal with these problems.
- Work on your opening line. You have a few seconds to get buy-in or lose the prospect. You can say something like, ” Hi _____, this is _____ calling from XYZ company. We work with oil and gas companies in _____ (region). Would you like to hear about the benefits these firms enjoy through our services?”
- Know when to call. Industry experts state Tuesdays to Thursdays as the best days for making cold calls. Data from PhoneBurner lists 9 am -11 am and 2 pm – 4 pm as favorable hours to catch your prospects.
This strategy is incredibly versatile and a useful tool to inform, engage, and convert prospects into paying customers.
It can take the shape of informative blogs, white papers, videos, infographics, and other content depending on your target audience and goals.
Content marketing allows businesses to:
- Share informative content that showcases your expertise and sets you up as an industry leader.
- Attract and retain the right audiences. Regularly posting high-quality content and optimize them for search engines to get the attention of your target audience.
- Drive profitable customer action. Your content can help you build and establish followers through email subscription, social media, or getting more site visitors. Gradually, you capitalize on the goodwill you’ve created to introduce your offerings and convince them to buy from you.
- Create enough content to dominate keywords in their industry and possibly outrank the competition.