You cannot survive in any industry now without switching over to digital marketing. While it is true that digital marketing is not particularly difficult to do, many businesses suffer due to a common misconception. The misconception is that businesses that sell to other businesses (B2B businesses) can perform digital marketing the same way as businesses that sell to the end consumers (B2C) do.
The best helps their client understand the major difference between B2B and B2C digital marketing and, more importantly, why it even matters. If you are also looking for answers, we will help you out.
B2C digital marketing is relatively easier because you have to target individual consumers who have complete autonomy over their own decisions. This is why the decision-making process itself is much quicker. Also, it’s easier to lure in individual people by appealing to their tastes.
With B2B businesses, digital marketing gets much harder. You have to appeal to an entire company – or at least a department within a company – instead of just a single individual. Oftentimes, multiple employees come up with various suggestions on which businesses to partner with, and the decision is ultimately taken after considering the opinions of every stakeholder. This makes the decision-making process drag out a lot more, during which time it’s quite easy to lose a potential client.
Therefore, as every good Dallas digital marketing agency knows, you cannot follow the same strategies that you do with a B2C business in a B2B business. You need to be way more consistent and convincing during each stage of your sales funnel.
So, read on to find out exactly how you can lure in and hold the interest of other businesses via effective B2B digital marketing.
6 Digital Marketing Strategies for Your B2B Business:
Listed below are six marketing strategies for a B2B business that you need to know right away. Experts in the Dallas digital marketing agency and the ones around you also emphasize these strategies:
1. Integrate Online and Offline Marketing Strategies
Let’s assume that you are an established offline business just getting started with online digital marketing. Should you head over to a digital marketing agency in Dallas and switch your entire existing marketing model?
Of course not! That would cause immense losses. After all, you already have a loyal consumer base offline. So, how should you switch over to the online platform without abandoning your former regulars?
You can do this by seamlessly merging your online and offline marketing strategies. First, one of the most obvious ways to get your regular customers to switch over to the online space is by offering incentives that are only valid online.
For example, if you have a thriving grocery store, you can start offering your customers coupons upon checkout that says “20% off on your first online purchase.” This is also a very effective way of switching over from a grocery store to an e-grocery store to increase your consumer base.
There are many other ways to combine your offline and online marketing practices. Most B2B businesses participate in business conventions in their industry, where they get a considerable footfall. They can easily have their visitors provide their email addresses so that there’s a readymade list for email marketing.
2. Create the Best Website Possible
This is, of course, a no-brainer. Unless your business website is impressive, there’s no way anyone is trusting your business. A polished website is one of the most important prerequisites of a successful digital marketing campaign. If you contact any prominent digital marketing company in Dallas, you’ll get the same advice.
However, just a good-looking website is not going to work. The purpose of the website is to provide key information about your business to potential buyers. This is especially true for B2B businesses since employees often present the website of their preferred business to their employer. Unless your website has every bit of information that someone requires at accessible spots, you’re not making the sale.
Some of this significant information are your contact details (email, helpline number, etc.), social media handles, your testimonials, detailed descriptions of your features, a section of frequently asked questions for each feature, a detailed pricing model, information regarding the free trial, and much more.
You must also place the “Cancellation of Membership” and “Unsubscribe to Newsletters” options in accessible spots. Otherwise, you are simply going to lose customers due to their lack of faith in you. In general, it is better to have people unsubscribe from your mailing list than for them to block you. Having the ‘unsubscribe’ button at an accessible spot is so important for businesses running email marketing campaigns.
3. Feature Testimonials from Other Top Businesses
Prominently featuring testimonials from top businesses in the industry can help your cause. For example, if you head over to one of the leading email marketing companies on the market, you will find their “Companies that trust us” section on the first page.
Knowing that a company has worked with Heinkein, Amnesty International, BMW, and Hermes are bound to impress any potential clients, and any Dallas digital marketing agency worth its salt knows this well.
Companies that have extremely famous clients can often just post the names of their customers and be done with it. However, if your former clients have been from smaller businesses, it’s a great idea to ask them to give a detailed review of their experience with you.
Marketers in a digital marketing agency in Dallas say that testimonials are a must for all B2B sites because most B2B transactions are expensive, and the connections are long-lasting. Customers tend to believe other customers more than the seller itself. So, social proof is a must.
If you have enough good testimonials, you don’t even need to spend a lot of money on the initial stages of the Sales Funnel when the primary intention is to convince the customers that you are good enough for their needs. A great review from Amnesty International is bound to do the trick way better than any promotional content from you, the business owner.
4. Practice SEO
No matter what you are selling- marketing advice or shoes, practicing search engine optimization and content marketing is a must. Why? Because unless your site appears on the first page of Google, you immediately fail to enter the first level of the sales funnel, that is, the awareness stage.
How can other businesses approach you if they cannot even find your website? The best way to optimize your site for the search engine result page is to practice content marketing. This is why all sites, irrespective of what they sell, have a blog section.
If you are not confident about posting regular content, you can also opt for sending guest posts to other sites. This is valuable too since you get backlinks to your site. Previously. Google ranked sites based on the number of backlinks that they generated.
However, now quality and relevance of the content matter more than just the number of backlinks. This is why producing quality content is important. SEO also allows you to target specific keywords that people are looking for.
5. Go for PPC Campaigns
Pay Per Click campaigns are expensive, and there’s no use masking this simple fact. However, if a PPC campaign actually works, it can generate immense profit. Most individuals don’t opt for PPC campaigns since they don’t have the budget for them. However, mid-level to big businesses absolutely thrive from PPC campaigns.
Here’s a pro tip for you. You can save a ton of money by remarketing PPC campaigns instead of launching fresh PPC campaigns. In remarketing campaigns, you basically retarget a customer who has already seen and shown interest in your products. Since Google stores this vital information on who has visited your site already, you have to pay less than half the amount in remarketing campaigns than you do during new PPC campaigns.
Of course, PPC campaigns don’t ensure customers. It simply pushes your digital ad further than you could, organically. However, PPC campaigns also increase your Customer Acquisition Cost (CAC) to a large extent. So, only invest in this after you have A/B tested your ads multiple times.
6. Use Social Media Wisely
This might lead you to ask a very common question- “Isn’t focusing on social media marketing a B2C strategy?”
Well, while it is true that most social media marketing strategies are directed toward individual customers rather than businesses, there are some social media sites where companies have a large presence. These include platforms like Twitter and LinkedIn.
You have to properly tailor your social media marketing strategies for your B2B business. For example, you clearly won’t benefit from influencer marketing. However, something that is very closely related to it can help, like the User Generated Content (also known as UGC).
According to and industry experts, User-Generated Content is trusted by other companies because they are not funded promotions. A pleased consumer himself produces this content using the product in question to post an honest review about it.
Also, the marketing filters of Facebook and Instagram are extremely nuanced. They allow you to sharpen your targeting capabilities to an immense level. You can target businesses based on their exact kind of work and requirements.
In Conclusion
While it is true that it is harder for B2B businesses to digitally market their products than it is for B2C businesses, this article has covered every avenue through which you can make digital marketing and social marketing work for your company. So, if you are looking for a Dallas digital marketing company to help grow your business online, make sure they have these tricks up their sleeve before you hire them.
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