Networking and relationship building will always be critical for B2B businesses. However, the digital age has changed the way these relationships are built and nurtured. 90% of B2B buyers now twist and turn through the sales funnel, looping back and repeating at least one or more task in the buyer’s journey (CMO, 2019).
Technology is influencing B2B marketing and the wider B2B business landscape more than ever before. As such, digital communications are becoming more and more important to B2B businesses.
However, as technology is rapidly changing, and there are more and more digital channels continuously being developed, it can be difficult to know the best way to get noticed online. The most important thing to remember is to communicate with your audience in a way that is valuable to them, on the channels that they are active on.
If you’re still not sure where to start, the following are some of the channels and strategies that we have found to be most effective for increasing the digital presence of B2B businesses.
You won’t get far without a website nowadays. Your website is your brand’s online storefront, and it is extremely important in shaping a person’s impression of your business. 46% of website visitors will leave because of a lack of message, and 37% will leave because of poor design or navigation.
Simply having a website is not enough. As technology and digital trends are constantly changing, your website should too. That means if you haven’t updated your site for a while, it may be time for a refresh. Your website should show your expertise and explain how you can provide solutions to potential clients, and do it better than your competitors. In order to generate leads for your business, it should also have somewhere for the user to register their interest in your products and services, such as a sign-up form.
The other things to bear in mind when it comes to your B2B website are as follows:
- Have content that speaks to your target audience
- Ensure it is well designed and easy to navigate
- Include relevant calls-to-action for your business
- Include relevant, current testimonials and icons from brands that you’ve worked with
2. Content (&SEO)
Content marketing is one of the most important things that any business owner can do to boost their presence online, as it not only gives you authority in your industry but also benefits your SEO.
SEO is the process of optimising your website to help search engines find you so that your site is positioned higher on the Search Engine Results Pages (SERPs). There is no such thing as SEO without content because you need words, articles, keywords and links for SEO. As such, the two cannot be mutually exclusive.
Having a content strategy is also essential for building your authority and business’ reputation online as it gives website visitors valuable information about your business and industry.
The best things that you can do to target both reputation building and SEO are as follows:
- Create a blog on your website that shares your expertise and knowledge in your industry.
- Write useful articles, whitepapers and other content pieces that will attract clients back to your site in order to create trust, and lead them further through the buyer funnel to conversion.
- Look for guest article opportunities that will link back to your blog and websites.
- Create informative videos, as this gives the opportunity to engage and educate your audience. Videos also perform well in search results.
Three-quarters of people say that paid search ads make it easier to find the information that they are looking for on a website or search engine. As such, an SEM campaign is a worthwhile investment if your budget allows. Unlike SEO and content marketing, where you can get by with a bit of knowledge and time investment, SEM requires a dedicated budget. SEM is ideal if you’re not seeing the results from other inbound channels, and it can be relatively inexpensive in comparison to other advertising options, as you only pay when someone clicks your ad.
Google Ads is the most commonly used channel for SEM, and it can provide significant returns for B2B companies. The platform can be used to engage prospects at every stage of the buyer’s journey and move them through the funnel to sale. For example, if you bid for broad keywords like “business insurance”, your ads will be shown to prospects at the earlier stages of the buyer journey who are likely to be in the research phase. These consumers are unlikely to convert the first time they come to your page, but once you have got them to your site, you can use the Google Ads Remarketing feature to advertise to them as they browse the web. This means that your business is more likely to be top of mind when they are ready to convert.
Longer-tail search terms (terms with several words) can be used to target buyers further through their buyer journey that are closer to purchase. For example, ‘buy business insurance for retail business’ would be a long-tail keyword. These keywords are generally less expensive, as there is less competition for them, and they are ideal for attracting leads that are looking for what your business has to offer. In most cases, searchers using longer, more specific search terms have greater purchase intent, and as such, are more likely to convert.
And lastly …
To be most effective with your digital marketing, integrate your on and offline marketing campaigns so that both tie together to create a seamless customer experience.
At the Lead Agency, we’re experts in B2B Digital Marketing. Contact us for the most up to date strategies to boost your website’s ranking on the SERPs and ensure you are driving traffic to your website that turns into viable leads and sales.