Strategic marketing for B2B companies is becoming increasingly important as they face unprecedented challenges in terms of attracting and retaining clients. However, many of them still don’t recognize this challenge, as shown by a recent study by ANA.
According to the results of this remarkable study, 51 percent of B2B companies still have not developed a strategic marketing strategy. The reaction to this strange finding was a unanimous “what?”
Having a clear and effective marketing strategy in place is a cornerstone of development for both B2B and B2C now. So, the decision to have one should be made as quickly as possible.
Meanwhile, check out some of the best B2B growth marketing strategies to adopt in 2017.
This year, content marketing spending has been increasing fast. This is due to the effectiveness of paid digital campaigns that brought a lot of customers. Native advertising is also a huge part of this success.
This method encompasses advertising pieces placed alongside social media posts and articles on the web. It can really hook the attention of viewers because they typically reflect the content on social media and websites.
For B2B, native advertising has great benefits. Given that many buying decisions are not made spur of the moment, it provides them with an opportunity to increase customer value through meaningful conversation.
Engaging with clients via mobile
The importance of having a mobile-optimized website for business has been long recognized by B2C. In contrast, the B2B industry seemed to begin adopting this trend only a few years ago. As described by eMarketer, 79 percent of B2B marketers reported having a mobile-friendly site in 2016.
According to the same source, many of those who adopted the technology still did not use it fully in their marketing strategy. This means that 2017 should be the year of mobile technology for B2B. Moreover, many people prefer to use mobile-friendly sites than desktop sites.
Google recently stated that more than 70 percent of customers said they were likely to return to a mobile site in the future. B2B customers want them, too!
This is one strategy that falls into “business and fun” category. It includes games, puzzles, surveys, and other interactive components that engage people with the company on a new level. These tools are awesome for adding value for interaction with customers and re-engaging existing customers.
Moreover, interactive content provides a unique content experience. One good example of this is Game of Hacks designed by an IT company called CheckMarx. It checks the online security skills of the players. Come on, what is more fun that playing a game that puts your professional skills to an ultimate test?
It is a known fact that buyers prefer interactive and visual content, so this strategy is great for engaging online audiences.
This strategy is often referred to as “video testimonials,” and for a good reason. It encompasses short videos and movies where company’s founders tell the story of the business or happy customers describe how great the company has been for them.
Explainer videos are a powerful tool because they reveal the essence of the brand and provide evidence of your reliability. Moreover, people love visual content like videos: they are a legitimate tool for increasing web traffic by as high as 41 percent. So, hurry up and hit that record button!
This has been also a great hit for the B2B industry. The benefits of marketing automation for B2B businesses include increased lead generation, improved lead nurturing, improved marketing productivity, improved customer engagement, increased sales revenue, and improved campaign targeting (wow!).
According to B2B marketers themselves, the ability of marketing automation to generate more quality leads is the most important aspect. “Personalization of messages and email to our clients resulted in a 30 percent increase in lead generation in our professional essay writing service,” according to one U.S. senior marketer.
Another great tool for B2B strategic marketing is CRM. Their importance for advancing the business is explained by two main benefits: monitoring of customer behavior and providing insights to make more effective decision about customers.
B2B companies can benefit from these benefits. For example, monitoring of buying habits of customers is incredibly important for them because one B2B lead has a higher value than one B2C lead.
Longer Forms of Content
It makes sense for B2B companies to focus on producing lengthier content because their customers are also businesses that need instructions, guides, and otherwise assistance with something. As the result, tools like video courses, ebooks, blog posts about methods one can apply in business are highly valuable for B2B customers.
To produce a really useful long lengthy content, B2B businesses should listen to customers and determine their needs. Typically, this is done by using buyer personas.
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