When some firms think of B2B marketing strategies, they think primarily of direct and outbound methods – messages that you can send directly to customers or potential buyers you identify. With this approach, the goal is to be persuasive and persuasive enough for the audience to respond and become interested in your services.
These kinds of techniques will surely find their way into your marketing arsenal. But the world of B2B marketing strategies has expanded and the behavior of professional service buyers has changed. Buyers are far more likely to search on Google to find and rate a firm than to check personal recommendations.
This has expanded the range of B2B marketing strategies at your disposal. Staying competitive today means taking full advantage of a wide range of strategies.
But which ones are essential for success in today’s hyper-competitive environment? Let’s take a look at ten absolutely fundamental B2B marketing strategies that will not only help your firm keep up, but also help you get ahead.
10 Best B2B Marketing Strategies To Grow Your Company
1) B2B Marketing Strategies Research
Research is the backbone of any modern marketing. From market research to brand research, detailed scientific research can help you make better decisions. They will give you an objective basis for your marketing and provide a valuable basis for measuring your results.
By doing your research, you will get to know your customers better, which will enable you to serve them better. Market research also gives you insight into how your processes are performing. You will know which aspects of your firm are performing most successfully and have a better understanding of what services you should offer.
The impact of the study is clear. Our own research on the impact of research has shown that firms that conduct systematic research on their prospects and customers grow three to ten times faster and twice as profitable than their peers who do not do research.
2) Niche-Focused Strategy
One of the most important business considerations – period – is specialization and niche targeting. Our research has shown repeatedly that the fastest growing companies tend to specialize in a specific niche. It should be an area of the industry that you understand well, a space in which you can become the undisputed expert and leader.
Specialization simplifies all of your marketing efforts because it tends to define exactly what you are doing and immediately set you apart from the competition. Specialization is a well-established hallmark.
3) B2B Marketing Strategies High Performance Website
In today’s professional services marketplace, your firm’s website is one of your most important assets. This is much more than just a digital billboard or brochure, as some businesses used to think. A successful website is the center of the firm’s Internet presence and the information-rich projection of its expertise to the market.
Your website is an essential tool for building awareness. Potential clients are looking for service providers online and they need to be able to find your firm’s website for you to have a chance to win their business. In addition, your website allows you to showcase your firm’s expertise and become widely known in the marketplace.
Our research provides a clear indication of the importance of a professional services company website. In fact, 80% of people look at a website checking service provider – this is by far the most frequently used sources of information.
And new visitors arrive on your site, reliable educational content and carefully targeted offers can drive potential customers to engage more closely, ultimately bringing qualified customers to you. This process of nurturing leads through content is illustrated below:
The second component of your website that you need to consider is the design. Web design and graphic design can influence the perception of your audience, promote memorization, and differentiate a business quickly and intuitively.
Design’s ability to attract audiences is often underestimated – which means that it offers a tremendous opportunity to differentiate firms and demonstrate the trust that firms need to thrive.
Finally, another important factor for your website is its usability across a wide range of devices, including mobile. Responsive design, which allows your website to adapt to the user’s device, has become a key feature as more people use mobile devices to conduct business.
4) Search Engine Optimization (SEO)
As we mentioned in the previous point, your target audience must be able to find your site in order for it to be effective. This is where search engine optimization comes in.
It is such a key piece of the internet marketing puzzle that fast-growing companies have identified it as the most effective internet marketing method available to them, according to our research.
While SEO is a complex and evolving discipline, it ultimately has two main components.
On-site search engine optimization uses targeted keyword phrases to convey your site’s concepts that are important to your audience. These key phrases usually refer to your services and experience.
The goal of site SEO is to tell search engines what your site is about. This allows search engines to deliver more relevant results to search engines. And when the audience searches for information about your specialty, they will find you.
External SEO takes the form of links to your website, for example, through external interactions or guest articles in other publications. These efforts are aimed at increasing the credibility of your site as a widely recognized leader in your topic.
As more authoritative and relevant websites link to your site, search engines will begin to perceive your site as more reliable, leading to higher rankings.
5) B2B Marketing Strategies, Social Networks
If you need further proof that social media exists for professional services companies, we have you covered. Our research found that over 60% of shoppers check out new service providers on social media, making them a more frequently used source of information than official referrals and recommendations.
Even the nature of referrals has changed since the advent of social media. A recent study of referral marketing found that 17% of experience-based referrals are made through social media interactions. Simply put, social media accelerates the growth of your reputation, experience, and content. It allows you to connect and connect with valuable contacts and influencers, as well as track your brand via social media.
6) B2B Marketing Strategies, Advertising
There are a number of platforms on which your firm can effectively advertise:
- Industry publications and websites
- Social media
- Search Engine Marketing (SEM) – Google Ads plus Bing and Yahoo
Advertising not only promotes your services – it can also play an important role in increasing content downloads, increasing both your experience and your visibility.
However, it is important to use the forms of advertising that are most appropriate for professional services. LinkedIn, retargeting, and other industry advertising tends to work best because they allow you to directly target the relevant industry audience, resulting in more conversions, higher click-through rates, and a lower cost-per-load.
On the other hand, search engine marketing (SEM) is often more costly and more difficult to target to professional services. Likewise, Facebook ads tend to be less effective because the platform is used by buyers of professional services at a lower rate than other social media platforms.
However, it’s important to remember that there are many variations of each of these types of ads. Professional services firms may find them more or less successful depending on budget, advertising goals, targeting, and industry niche.
7) B2B Marketing Strategies Referral Marketing
We mentioned that the nature reaching out to professional service providers has changed – and this has major implications for your B2B marketing strategies. Our research on professional services referral marketing strategies revealed an important new aspect of this practice – more than 81.5% of suppliers received referrals from someone who was not a customer.
Where do these referrals come from? The vast majority of these are based on the reputation of a firm with specific expertise.
By using content marketing in conjunction with the rest of the tactics on this list, you can create a brand with a well-known reputation for being a specialist in your field – and understanding your experience even among audiences that haven’t worked with you directly. Brand awareness can lead to new customer acquisition and new customer acquisition.
8) Marketing Automation, CRM And Lead Generation
Marketing Automation: Marketing automation replaces repetitive manual processes that require constant attention with automated ones supported by technological solutions. It consolidates all of your online marketing channels into a single, centralized system for creating, managing and measuring programs and campaigns.
As with any technology tool, it is important to choose the right marketing automation software for your company. Make sure the size, complexity, and scalability of the future solution suits your needs.
CRM: Another important piece of software is a customer relationship management (CRM) system. Many firms use CRM to track and organize customer opportunities and information. In short, CRM helps you stay organized and connected no matter how complex your operations get.
Your CRM serves as the database for all the information you collect about opportunities and customers, including specific interactions with them. Information can be entered, stored and accessed by employees in different departments of the firm, synchronizing efforts in your firm.
Nurturing Leads: But CRM aren’t the end of the story. Remember funnel content to attract potential customers? Your website is one of the most important pieces of this puzzle, and your email marketing is another. Targeted analytics-driven email marketing campaigns allow you to deliver soft and hard offers for specific buyer roles, tailored to a specific buyer’s location in the buying process.
Likewise, email drip allows you to send more targeted offers to segments of your audience over a period of time. This fosters closer interaction (and further learning) by sequentially posting relevant content and suggestions.
9) Testing and optimization
We started with research, but not finished with our scientific approach. Testing and optimization allows you to replicate marketing efforts and make current decisions based on valid data, not intuition.
Just as research is the backbone of your marketing, testing and optimization is your constant reference point. You should never stop testing your marketing campaigns and adjust accordingly. It includes:
A / B testing of emails, landing pages. Using A / B testing tools (like Optimizely or Unbounce), find out which of the two emails or landing pages converts users more successfully based on differences in language, design, or other elements.
Display email and landing page. Use tools like Email on Acid to test how emails will appear across devices and platforms to ensure they look and function as expected.
10) Analytics And Reporting
Likewise, it is critical to analyze the right metrics to effectively measure results. You will need tools to collect accurate data on all of your efforts, from your website to social media and SEO.
Google Analytics is an essential tool for measuring and analyzing traffic to your website. MOZ can help you learn and improve your SEO results, and tools like Hootsuite provide detailed social media analytics.
Analytics and testing will help you truly understand what works and what doesn’t. Hug them, use them. They will help you transform your marketing efforts from art to science.
The main thing is not to stand still and feel comfortable. To stay competitive, your firm must continually evaluate its B2B marketing strategies and find ways to improve them.
The world of online marketing is evolving faster and faster, but today firms that successfully collect and use data about their activities in a wide range of marketing efforts are winning.