Developing a Digital First Marketing Strategy for B2B

The changes that have affected businesses since the start of the Covid-19 pandemic has forced many to adopt a digital first marketing approach. Nearly every transaction is now done digitally and in the world of marketing, online activities have largely taken the place of in-person interactions. It has also prompted marketers to develop data-driven tactics to generate more leads and improve conversions. Below are a few tips on how to develop a digital first marketing strategy for B2B.

1. Optimize Your Company Website

As more events move online, it is critical to have a strong web presence starting with an optimized company homepage. Through the years, businesses have learned to develop effective websites that go beyond just promoting their brands. There is increasing emphasis on lead generation and acquisition. The also site needs to be customer-centric and be able to funnel prospects more efficiently towards making a sale.

Because of the faceless approach to interacting with potential customers, a B2B marketer must maintain a humanistic connection to address the buyer’s pain points. This may prove to be a challenge, but utilizing an account-based marketing approach can lead to successful conversions.

A good digital first marketing strategy would be to improve the content on your website. Gone are the days when content was merely created to rank high on Google through keyword stuffing. Because Google now employs sophisticated data points and AI, it can easily recognize quality content.

Content that specifically addresses customers pain points would be key in conversions. Providing fresh and thought-provoking articles could assist businesses in aligning themselves to the buyer’s journey.

With search engines getting better at delivering relevant search results, having relevant and quality information from your site would get a better chance to reach the right audience looking for your solutions at the right time.

2. Integrate Campaigns with CRM

When a company adopts a digital first marketing strategy, they open themselves up to more opportunities in providing solutions for their customers’ needs and pivoting when necessary.

Having quick access to information gathered from prospects and customers would be vital in understanding what kind of content would be needed to create a positive buyers’ journey. Integrating your CRM with your digital channels can offer a much deeper insight into the buying process of potential customers.

Hubspot, for example, has the ability to track which customers opened your email campaigns and which links they clicked on. It can also track who signed up for your webinars or downloaded gated content from a specific landing page. It can also offer insights on who is engaging with your social media accounts. This data can help you further customize your messaging.

3. Try Podcasting

Podcasting has been around for over a decade, but its popularity has notably increased since the pandemic started. This could become the next big platform for marketing to drive up sales for B2Bs.

Audio podcasts have made it easier for people to process large bits of information compared to written text, and it also offers the opportunity to engage better with your listeners. In an Edison Research study from 2019, it was found that 52% of podcasts listeners will likely listen to an entire episode, preferably as a download on their smartphones or other mobile devices. It was also found that 58% listened to around 76 to 100 percent of the episode.

There is also a tendency for audiences to review past episodes of podcasts that they find informative making it a great platform for evergreen content.
Podcasts can be an ideal venue to build brand awareness and establish trust and authority within your industry. This is because podcasts can connect with listeners in a more intimate way, which can lead to stronger relationships with prospects and customers.

4. Provide Chat Support

Nothing can address an immediate pain point faster than a real-time communication with customers. A study revealed that a chat option was rated as one of the top 3 requirements that customers require from a supplier or service provider.

Live chat is an essential aspect of providing excellent customer experience since it lets you seamlessly communicate with your customers in real-time. To survive in an exceedingly competitive market, companies are now realizing the value of putting their customers first. This entails being available to answer queries and assisting customers with their purchase.

The cost of doing business online doesn’t need to be complicated or expensive. Using the right tools and focusing on what matters for your customers should always be the prevailing philosophy in implementing a digital first marketing strategy.

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