B2B marketing strategies are constantly evolving, with new avenues to explore that may yield the results you want. Whether you’re struggling with a current campaign or want to optimize an upcoming campaign, it’s important to develop a robust B2B strategy that is in line with the latest trends to ensure you don’t fall behind.
Yet with so many tools available in a B2B marketing strategy, knowing the best options for your campaigns is often difficult. Here is the step by step guide to creating a successful B2B marketing strategy.
Step-1: Set Goals and Target Milestones
Setting goals are important for any marketing strategies, as it gives purpose and direction to what you’re doing and possible ways to achieve your goals. However, don’t overlook the importance of acknowledging important milestones, as these are the signs that you’re working towards achieving your set goals.
Establish your B2B marketing goals and analyze the best routes to achieve them. Divide this into targeted milestones over the short-term, as this makes the marketing process simpler to understand and less daunting to approach.
Step-2: Create a Powerful Personal Brand
Personal branding is important in all marketing strategies. It gives clients a look behind the company, offering insight into your reputation, authority, and customer loyalty. There are many ways to create a powerful personal brand that benefits B2B marketing, such as creating a robust social media network with blog posts that showcase your personality and expertise in the industry. Be sure to create a unique brand that speaks volumes about the business itself and how it can deliver the best service or product for your clients.
Step-3: Engage Online on Social Platforms
Engaging with your online community is a great tactic for B2B marketing, letting you build strong customer loyalty while targeting new leads in the right places. There are many online channels where your customers are found, to determine where the conversations are taking place and what issues matter to them. Once you know this you can effectively engage with your online community, having meaningful conversations and receiving honest feedback that builds trust between you and your customers. When a potential customer sees you cater to your online community in a respectful manner, they’re more likely to be converted.
Check for online communities through the likes of Facebook or LinkedIn, while also consider establishing your own platform (such as a forum) where you can constantly engage with the right people.
Step-4: Optimized Mobile Marketing
With the number of people using smartphones to access the internet, mobile marketing has never been more important. Any company looking to successfully manage a B2B marketing campaign must have a website that is fully optimized for mobile marketing strategies, as potential clients are certainly browsing on their mobile devices. Research from Signal-boosters.co.uk has shown how 62% of smartphone owners have used their devices for commerce within the last 6 months.
Don’t assume your website is completely mobile optimized. Yes, many are prepared for mobile use, but they aren’t fully optimized to offer the best user experience, so take the time to determine how optimized your website and content is for mobile marketing.
Step-5: Take Advantage of Influencer Marketing
Influencer marketing can be utilized in B2B strategies, often with great success when using the right influencer to target your demographic. Consider using influencer marketing tools such as Tracker or Klout to determine the most suitable influencer for your B2B marketing strategies. Don’t overlook the effectiveness of micro-influencers too. These are influencers with a smaller reach, yet their engagement and loyalty are often higher because they cater to a smaller audience. This often means their influence is even greater, helping to maximize their marketing potential.
Step-6: Get to Know Your Customers
There are few things more powerful in marketing than knowing what your customers want. A great way to achieve this is by setting up a customer user group that allows you to understand the unique requirements and challenges of each customer. Anything that helps to strike up a conversation with customers should be taken advantage of, as it not only helps you understand what your customers want and need but also lets them see more about your business. This helps to develop meaningful relationships that can go a long way to retaining customers while offering insight on how to better target potential customers in the future.
Step-7: Make the Most of Video
A video is one of the most powerful tools available for a B2B marketing strategy. It’s a massive influencer when it comes to making B2B purchases, giving customers useful information on the product or service in a simple yet effective format.
For example, explainer videos are marketing content that explains what the product or service is and the value it offers. These are engaging videos that have a lasting impact on customers because they get over the benefits of your products and cover why it’s worth their time and money.
Although it sounds daunting at first, building a B2B strategy is rooted in the principles of customer focus, much like all other forms of marketing strategies. It’s crucial to know your customers, build buyer personas and solve critical problems through your product or service to add value to the lives of those you are pitching it to. Keeping agile to the evolving marketing landscape will also be monumental to preparing a winning strategy but above all, you must know what your customers want and preparation techniques that will highlight your product to them as a solution in the best way.