What is B2B marketing?
B2B marketing, which stands for “business-to-business,” is an easy term to understand. It includes all approaches, strategies, and tactics for marketing that are aimed at other businesses or organizations (as opposed to individual consumers). B2B branding is when a business advertises or sells its products or services to other businesses for use in their daily operations, production, or resale to other clients.
This is different from B2C (business-to-consumer) marketing, which uses methods to reach shoppers or consumers as individuals. As a B2B marketer, you often want to reach business executives, procurement officials, and other people who make buying decisions for their companies or organizations.
B2B marketing has gone digital, just like everything else in the business world. Accenture’s Make Music, Not Noise study found that more than 61% of B2B transactions now start online.
A successful B2B strategy is developed from the ground up with the target client in mind, which is why you must first identify your buyer profiles, then understand your buyer’s journey, and last determine which channels will generate the most leads.
After customizing your sales funnel, the next step is to map out your sales cycle and determine how it will connect with your B2B buyer’s journey.
The following important factors should be an integral part of any B2B Branding strategy, regardless of what you sell or what industry you’re targeting:
1. Clearly defined mission and vision objectives
Setting realistic, measurable, and well-defined goals is the first step in developing a successful B2B branding strategy. Outlining your B2B brand’s mission and vision, as well as fundamental values, is the greatest way to do this.
You must first determine who your target audience is. Who are your usual B2B clients? What are their issues, passions, and so on? What are they looking for in terms of efficiency, professionalism, and expertise?
You can now determine your value proposition after you know who your ideal client is. What do you intend to offer to the table? What is your one-of-a-kind feature that will appeal to your potential client?
These first two steps will assist you in developing your B2B brand story, which will include a description of your company’s fundamental values, vision, and mission statement. At this stage, all decision-makers and C-level teams should be fully involved in determining the brand’s underlying principles.
Your mission statement should be straightforward, concise, and easy to understand. It should be able to convey your company’s core beliefs and vision, as well as how it offers value to customers.
“To organize the world’s knowledge and make it universally accessible and useful,” for example, is Google’s mission statement. This statement is simple, conveys Google’s mission, and emphasizes the company’s value to its consumers.
2. A converting website
This is the first point of contact for your B2B customers. So, your website should be made to impress. The initial stage in your marketing sales funnel is often a website visit.
So, what makes a great B2B website?
It should be easy to use. If your B2B website is tough to use, visitors will flee to your competitors. That’s a no-no. It should have a responsive design and a good user experience to increase conversion rates by 400%.
Making use of visual elements like as white space, and bullet points to separate information and hyperlink distinctiveness is key to grabbing 404s.
It should be adaptive and mobile. Statista reports that mobile devices account for over 52% of web traffic. More importantly, a BCG report found that over 80% of B2B buyers use mobile for work. Regardless of how you look at it, your B2B website should be mobile-first. It’s simple, fast, and uses fewer plug-ins and scripts.
It should be spider-friendly (SEO-friendly). Search engine optimization (SEO) helps your brand be found online. Do extensive keyword research and optimize your content. Remember to look at technical SEO and other ranking factors.
It should have many well-designed forms and landing pages. Inbound lead generation is difficult for B2B marketers, but effective landing pages can assist. Intensely focused on a single product, service, or promotion, landing pages are highly targeted.
As a result, they help convert visitors and move them through the sales funnel. HubSpot claims that 10–15 landing pages can increase lead generation by 55%. Landing pages are also great for offering tailored CTAs.
This page has multiple CTAs (CTAs). CTAs are the lifeblood of B2B inbound marketing (CTAs). They’ll help you build your email list, website traffic, and lead conversion. Generally, keep CTAs short, non-obtrusive, valuable, urgent, and conspicuous.
Your website messaging should be simple and direct. B2B clients are wealthy individuals who do considerable research. Even if your product or service is excellent, misinformation or vague messaging on your website will immediately turn off a potential customer.
Any business needs a blog. B2B blogs increase online traffic by 55%. Modern websites should be full of useful, educational, and entertaining content. Because B2B customers want to learn, you should focus on a well-designed blog. Compile white papers, case studies, how-tos, and industry insights.
3. Select the appropriate content types for your niche
As you may have heard, content is king when it comes to online marketing in general. It was true a few years ago, and it’s even more true today. However, not all material is made equal when it comes to B2B branding.
The following are the top sorts of content that B2B marketers should expect to see a lot of:
- Videos: We live in a world where a lot of things are seen. It’s no surprise that video has become one of the most important ways for B2B companies to build their brands. In fact, 73% of B2B marketers say that video has helped them improve their return on investment (ROI). Video can be used in many different types of content, such as emails, social media, blogs, and even testimonials, which is good news.
- Emails: Despite all the bad press, email is still one of the most important tools for B2B marketing. It has one of the highest rates of people clicking on it in the business (CTRs). HubSpot says that this is why 40% of B2B marketers think email newsletters are important to their marketing plans.
- Checklists: It takes a lot of work to keep leads and current B2B customers happy. Checklists are a must if you want to keep customers interested in the sales process.
Case Studies: Research and comparison studies are a big part of the B2B buyer’s journey. They are helpful at every stage of buying. A Hawkeye study found that 77% of B2B buyers use case studies during the evaluation stage, while 71 % find them useful during the awareness stage.
- Testimonials and Peer Reviews: Before getting in touch with sales, 54% of B2B customers look at what their peers say about a product or service and read reviews and testimonials. Google research shows that 60% of B2B buyers look for reviews and testimonials.
- E-Books and White Papers: These are digital products that can be downloaded and contain important information. They can be locked (so you have to sign up) or open to everyone. In any case, white papers last for a long time, which is why 71 % of B2B buyers say they use them to do research.
- Posts on the blog: Blog posts, which are a key part of content marketing, not only bring more people to your website but also make your site more visible to search engines. Your blogs can include case studies, videos, infographics, photos, and plain text. When B2B brands blog, their websites get 5 times as much traffic as when they don’t.
Product demos are very helpful at the decision and inquiry stages of the B2B buyer’s journey. If you use stories and product demos, B2B buyers will remember 22 times more of what you say.
- Buyer’s Manuals: At any point in the B2B buyer’s journey, buyer guides, like case studies and white papers, can be helpful. They could also help grow and develop leaders, which would make the buying experience better for the buyer.
Industry Reports: If you want your B2B brand to stand out from the rest, you should create and use industry reports. Your organization can become a thought leader if it puts out good reports.
Infographics have become an important component of B2B content marketing. Infographics grab your target audience’s attention, reinforce your brand, and make your material more shareable. They also assist marketers in making a message. After three days, people remember 65% of the visual content. To know what content marketing tactic works best for you, you definitely need to check out the best video marketing tips, as well as the best email marketing strategies.
ROI calculators say that B2B buyers are not driven by their feelings. Their buying decisions and goals are based on logic, financial incentives, and investments that pay off in the long run. That’s why ROI calculators have become quite popular in B2B marketing.
4. SEM (Search Engine Marketing)
When it comes to creating the most effective B2B branding marketing plan, the question of whether SEO or SEM is better always emerges.
You don’t have to worry about the SEO vs SEM debate, according to Codrin Arsene, DAP’s CEO, because the two serve completely distinct functions.
At its most basic level, SEO aids in the visibility of your business, product, or service on search engines. This is critical because a search engine, almost often Google, is the source of more than 93% of internet activity.
More crucially, organic links account for 70% of all SERP clicks, with paid search accounting for 30%. Only 32.5% of clicks go to the first organic search result. Furthermore, three-quarters of Google search users don’t look past the first page of results.
As a result, SEO is now more important than ever for B2B marketers. If your B2B website does not appear high in Google’s search results, potential customers may believe you offer a subpar product or service. If you want to know more about getting leads from Google Ads, check out this article.