4 best practices for promoting B2B business online

Online marketing is constantly evolving, and it may be difficult for B2B marketers to keep up. But this is not the time for laggards. As more and more people work from home, improving your online profile is crucial. Check out the webinar, The number of people attending online events has increased by 39% 2020 will be more than previous years.and B2B business outlook 2021 and 2022 show that marketers will continue to replace traditional marketing strategies with search, virtual events, podcasts, and LinkedIn to accelerate digital growth.

With so many digital channels and brands competing for attention, where should you focus your B2B online marketing strategies and efforts? As part of a digital marketing mix, you may need to consider the following four aspects.

Use online content to inform, engage and influence

In B2B business marketing, content is king. Sharing valuable and relevant information online, such as blogs, videos, infographics, webinars, podcasts, and e-books, helps inform customers while building trust and engagement.Custom content is so powerful that 78% Of CMOs see it as the future of marketing. After reading the shared content, people have a more positive view of the company. Content will also generate potential customers——It is three times of traditional marketing, and the cost is lower.

Any content marketing must be supported by strategy. Consider your goals. Do you want to drive more traffic to your website, enhance your brand through thought leadership, attract new audiences, or generate potential customers? Your content should also understand your audience and the type of content they respond to.

When you plan your strategy, it is important to develop content for each stage of the B2B sales funnel-awareness (infographics and blogs), evaluation (white papers, case studies, and e-books), conversion (demonstrations, webinars, and recommendations) , Loyalty and publicity (podcasts, blogs, etc.). Finally, make a plan to promote your B2B content through email, social marketing, and free and paid media.

The important thing is to be prepared to invest time and resources to produce high-quality content. Potential customers and customers respond to better content than more content.

Check out this blog for more tips Content marketing for local businesses.

Automate your email activities

This may seem old-school, but email continues to dominate B2B marketing and is a great way to promote online work.

learn Indicates that 87% of B2B marketers use email to share digital content and cultivate and convert potential customers. And there are good reasons. Email provides a captive audience-subscribers have chosen to receive your updates in their inbox. Unlike most social media, you can personalize your message and measure the response. The rate of return on investment is also important.For every dollar spent on email marketing, businesses can expect Average return of $38.

When you automate email campaigns, you can take your business to the next level and convert potential customers into customers. Any business can develop an email sequence that drives engagement and conversion rates. For example, when potential customers subscribe to your email list or fill out a form on your website, start a conversation with them. Your first automatically generated email should introduce your company, describe your uniqueness, and provide reasons why subscribers should stay engaged (provide them with information about the types of content and offers you plan to share). Always include calls to action, such as scheduling appointments, free evaluations, or other content.

Your second email (sent automatically after three to four days) can provide a deeper understanding of the services you provide and the problems you solve. You can point to online assets, such as e-books or white papers that explain how you solve customer pain points. Again, include the call to action.

Now that your subscribers know more about you, focus the last email in the sequence only on your special offers or promotions and make them time-limited. Give your potential customers a reason to take action today.

But don’t stop there. After purchase, you can also use automated email campaigns to collect feedback, up-sell, cross-sell, share content, and stay engaged.

Read more inspiration Get more sales through marketing automation Be sure to check out my previous post: 4 email marketing mistakes you might make and how to avoid them.

Invest in B2B social media marketing

Social media is not only used for B2C marketing, but also a powerful tool for advertising, brand building, customer engagement, and lead generation. However, many B2B brands are struggling with social media, whether it is because of a lack of content, not knowing how to effectively interact with their audience, or what options they have to do so.

Take LinkedIn as an example.The platform remains the most effective business social network, accounting for More than half of B2B traffic and 80% of potential customers, But LinkedIn provides more than just news sources. The LinkedIn InMail feature allows brands to send information and promotional emails to a list of targeted LinkedIn members. This is a great way to attract new audiences by position and industry. Executives can also build thought leadership through LinkedIn articles.

A little-known feature of LinkedIn is LinkedIn Live. This streaming video service allows brands to broadcast real-time content to the platform and attracts higher levels of participation than local broadcasts. Use it to launch new products, focus on employees, showcase expertise or publicity activities.You can also leverage the power of corporate networks LinkedIn Poll-A great way to understand your followers.

Obviously, LinkedIn offers many B2B brands, but what kind of social media is best for B2B? Other channels can also add value, especially in terms of brand promotion. To help you make a decision, check what your competitors are doing. If they succeed on Twitter or YouTube, so can you.

Strengthen your SEO work

Search Engine Optimization (SEO) may seem a daunting practice, but it is invaluable for promoting your B2B business online.

Done well, SEO can ensure that your website has a strong search ranking. The higher your ranking on Google and Bing, the more traffic your website gets. Investing in paid search engine optimization (paid when someone clicks on an ad next to search results) can be tempting, but organic search can generate better dividends. For every click on a paid search result, Natural search generated 8.5 clicks.

The key to this conversion rate is content. High-quality long-form content (creating more opportunities for including keywords) ranks higher in search engines. Product copies of informative websites with keywords and phrases can also help you rank better.

It takes time to perfect SEO, but as you create more content and other websites link to that content (called backlinks), your rankings and website traffic will increase.

If you are new to SEO, here are some useful Tips to increase B2B SEO traffic.

For more marketing and sales tips, check out these articles on the Fundbox blog.