In a constantly evolving world, technology has changed the way we communicate. As time goes by and digital-first becomes more and more prevalent, it is crucial for organisations to brainstorm their most effective strategies to stay relevant and capture the attention of an increasingly distracted audience. This is particularly true for B2B marketing.
While digital technology has played a pivotal role in supporting marketing efficiency through Search Engine Optimisation (SEO) and other mediums, content creation is no longer as simple as it once was. Anticipating what marketing will look like in 2022 is strategic to the design and delivery of a high-quality message and positive customer experience.
In a saturated virtual world that is guaranteed to become even more populated in the coming years, it is paramount for marketers to tune in to the latest industry trends in order to be better equipped to deal with current and future challenges.
Below, we have gathered a few tips to prepare for the coming year and maximise the chances for your B2B marketing to succeed:
1. Identify your objectives, strengths, and desired audiences
By identifying these core elements in your business, you will lay the proper foundations to attract the customers you want. Specialising in a niche is usually more effective than trying to cater to just any industry at large.
2. Establish a target buyer
While it might be tempting to try to attract the C-suite right away, your initial focus should be on developing business relationships with professionals in charge of conducting the research for your service or product—see brand ambassadors and influencers.
3. Participate in networking events and knowledge-sharing sessions with business leaders
Participating in or hosting networking and knowledge-sharing events such roundtables is a trend destined to stand the test of time. Forward-thinking B2B companies across the world understand the importance of connecting with experts in similar fields to identify solutions to common challenges and discuss some of the most pressing industry topics.
“Participating in or hosting networking and knowledge-sharing events such roundtables is a trend destined to stand the test of time.”
The Ortus Club is a leading marketing company specialised in hosting corporate events for the C-suite with the intent of sharing insights around business matters in a relaxed setting that supports meaningful business relationships among peers. Traditionally hosted over a three-course meal, Ortus events are currently taking place online. In the future, the company is planning on adopting a hybrid model, bridging the gap between digital and physical functions.
4. Keep your content to the point
There is a time and place to establish an emotional connection with your audience. However, you should always advertise your product or service with clear and accessible language to save prospective customers time and allow them to stay focused on the matter at hand, increasing the potential for a successful sale.
5. Invest in good mobile visibility
Running a website designed for mobile screens is paramount. After all, both statistical and anecdotal evidence prove that people nowadays are more prone to read and make purchases on their phones than on their computers. Optimising will allow you to increase web traffic on mobile phones and rank higher on Google result lists, generating even more potential viewers and clients.
6. Improve your website layout
Similar to the previous point, the aesthetic of your website matters. A clear layout without distracting ‘noise’ is the best strategy to guarantee a positive customer experience, potentially leading to more sales.
7. Stay on top of marketing technology trends
Implementing the right B2B marketing strategy is one key to success. While it is a good idea to invest in martech, it is also important to be crystal clear about what suits your needs. As the saying goes, less is sometimes more. Focusing only on the essentials will save your business a lot of time and money that can be redirected elsewhere.
8. Rethink social media strategies
While B2B has increased in presence on social media, the reception has been mixed. The key is to understand how relevant social media is to your specific purpose and how responsive your audience is likely to become. Depending on whom you wish to cater to, social media may be a more or less profitable investment.
9. Optimise Google search advertising
Investing in paid ads can be a highly rewarding strategy for B2B. Adopting a granular approach and understanding who your audiences are will help you speak to specific needs and increase the possibility of sealing the deal.
10. Be honest!
Last but not least, honesty is the best policy. Prospective customers value a business that is upfront about your intention to sell a product or service, so avoid common mistakes such as faking personalisation or sales pitches.
While navigating the B2B world takes some dedication and a considerable investment of time and resources, following these ten rules can help you make the whole process more profitable and enjoyable.