Although the B2B market is developing fast, numerous facts suggest that it’s still in its infancy. For example, even though most of B2B marketers have created social media profiles for companies, half of them are not active there regularly. As the result, only 55 percent of B2B buyers considered social media as a reliable search source. Even more interesting, a recently published marketing report from Hubspot informed that only 32 percent of B2B marketers had a documented content marketing strategy.
These and other stats suggest that B2B marketing has a lot of maturing ahead. However, saying that it hasn’t achieved anything would also be inaccurate because more and more companies begin to engage in advanced marketing practices.
Growth marketing strategies are among the practices that move B2B forward. In this article, I’ll describe top seven strategies that should be used the most by the businesses in this industry.
Strategy #1: LinkedIn
This platform already plays an immensely important role in B2B marketing. The first major reason for this is that more and more businesses are starting to take advantage of LinkedIn in terms of findings clients and partners and increasing online presence.
According to KissMetrics, this platform is responsible for 80 percent of social media leads in B2B, so it works! Even Facebook and Twitter are far behind, and most of the surveys reported that they are not that effective for generating B2B leads. The bottom line is obvious: LinkedIn rules, so B2B companies need to learn to leverage it in the best way possible.
Strategy #2: Inbound Marketing
Using inbound marketing, companies earn the attention of potential customers through SEO, events, content marketing, social media, blogs, and more. These efforts are focused on attracting new business and creating and building brand awareness. One of the biggest advantages of this method is that it costs B2B companies on average 60 percent less per lead than outbound, says SquareDot report.
Instead, B2B companies use some of the essential methods of inbound marketing, such as free guides, free advice, promotion through social media, and many more. For example, professional essay writing services can provide an eBook that would be interesting to its potential leads. When the eBook is completed, it is offered for free in exchange for contact data. This way, a company gains the emails that are used for sending promotional offers etc.
Strategy #3: Content Marketing
For B2B, content is just as important as for B2B businesses because it shifts the attention from the company to the audience. Plus, this strategy ensures that a company distributes only relevant, consistent, and useful content that engages viewers.
A contemporary approach to providing effective content marketing begins with studying the audience, which is done through completing buyer persona. It is composed on validated commonalities of the potential customers and helps to create a road map for producing the necessary content.
Strategy #4: Remarketing, or Retargeting
Let’s face it, most of the viewers of a site don’t make a purchase because they look through numerous options until they find the one that satisfies them. One can help potential buyers to make their choice, and that’s where retargeting (or sometimes remarketing) comes in.
It is defined as a form online advertising that keeps a website in front of bounced traffic after a visitor left the website. Retargeting is fully based on cookies that anonymously follow the audience all over the Internet. It helps B2B companies to build awareness and convert leads into buyers. Check out this Hubspot’s guide to retargeting campaigns if you need more.
Strategy #5: Video Testimonials
This is another way to provide evidence about the benefits working with a company. Video testimonials that include real customers add an extra layer to the endorsement by saying that a company has been great for them.
Today, around 90 percent of Internet users said they found video helpful in making purchasing decisions. B2B companies are ready to take advantage of this stat, with more and more of them releasing videos on their websites and social media. See this YouTube video of a customer testimonial for a service called Slack to see how it’s done.
Strategy #6: Email Marketing
Don’t dismiss email as a marketing method just yet. Emails are 40 times more effective in generating leads as compared to the most popular social media platforms! As surprising as it may sound for some, 81 percent of U.S. online shoppers said that targeted emails played a major role to persuade them to make additional purchases.
Strategy #7: Search Engine Marketing (SEM)
This form of Internet marketing concentrates on buying ads which appear on the result pages of search engines. Last year, 59 percent of B2B companies used SEM to help market their products and services. The most popular form was Pay-Per-Click advertising that uses keywords (one of the reasons why Google Adwords is so popular).