There are a million different ways to do B2B marketing in today’s world. Luckily for you, you’ve compiled this list of tried-and-true methods for improving your B2B marketing efforts. From raising your brand awareness to converting more leads, here are 19 ideas you can use to enhance your B2B marketing.
1. Search Engine Optimization (SEO)
Get your web pages to come up in Google, Bing, or Yahoo when someone searches.
2. Paid Google Ads
Don’t have the patience for SEO? Buy your way to the top (temporarily). As long as you keep paying Google, this puts whatever web page you’d like at or near the top of a search query you deem important. This comes at a price and is not recommended for the long term.
3. Paid Social Media Ads
Facebook, Twitter, Instagram, and LinkedIn are great tools to get in front of customers. This is similar to Google Ads in that the cost quickly adds up and is not recommended as a long-term marketing solution.
4. Social Media
These are great tools to share your content with the world and help your company get more exposure. These platforms can be the world’s fastest word-of-mouth tools. You just need someone to share your content. LinkedIn is typically the best platform for B2B marketing.
5. Form Strategic Partnerships
Partnerships are perfect at creating win-win scenarios. Look for business who share the same customers as you but aren’t competing with you to team up with. You can refer each other customers.
Educating Prospects, Leads and Customers
6. Create a Blog
Business professionals are using the internet to educate themselves before they buy a good/service. So why not share your industry expertise on the internet and help educate potential buyers? With a blog, prospects can become more knowledgable about your industry and are able to make more informed purchases for their company. Meanwhile, you are able position yourself as the expert. Win-win.
7. Create a Vlog (Video Blog)
People are lazy (even business professionals) and reading is hard. Sometimes people just want to kick back and watch a YouTube video of what they need to know. Video is only becoming more popular and search engines are giving rank priority to people with videos. Jump on the train before you're caught in the dust.
8. Write an eBook
eBooks are a great way to educate prospects on beefier subjects. You can really go in depth with a topic, unlike with a blog.
9. Build an FAQ page
FAQ pages save you time by not having to listen and respond to the same questions over and over. They save the customer time too because they can look up the answers on their own time and discover answers to questions they didn’t know they had.
10. Create Infographics
These help by breaking down information and displaying it in an easily digestible way. It can also feature your logo and any other branding you might want on it. Infographics have a high chance of being shared through social media, email, and other mediums.
11. Email Marketing
A solid email marketing strategy keeps you top of mind for buyers as you will be emailing regularly, and it can be very educational for your recipients.
Improving Conversion Rates
12. Put a “Request Demo” or industry equivalent on your website
A good place to put these is in the nav bar on your website. This way it is on every page of your website and easy for buyers to see.
13. Add a Call to Action (CTA)
Calls to action encourage the reader to take the next step in the buyer's journey. For instance, if the next step is “schedule a demo” or “call us now”, the reader can click a button and take the action right then and there. Strong action verbs get people to click more. Don’t ask them, tell them -- CTAs should not end in a question mark.
14. Use a landing page
A landing page allows your business to capture lead information by asking them to fill out a form with, for example, their name and email address. In return for their business information, you give them something they value, like an eBook. This can be a very powerful tool when paired with a CTA.
15. Add testimonials
Testimonials help reduce the perceived risk to a buyer by providing social proof that your product/service is worth the cost. Ask existing customers for positive reviews and testimonials and choose the most effective ones to promote.
16. Use pop ups on your website
You can make the pop up appear to the viewer after so many seconds of being on your page, or after scrolling down a certain percentage of your page. Pop ups can encourage the viewer to take the next step and help capture their business information, like their company name. Be careful though: pop ups can also disrupt and annoy the user experience.
17. Use a chat feature on your website
Another fantastic method of educating your buyer on the spot. It also helps get the conversation started with a buyer, which is often difficult. It gives them an easy way to come to you.
18. Offer Fewer Options
The Paradox of Choice -- a term coined by psychologist Barry Schwartz -- is the phenomenon wherein giving your customers too many products/services to choose from can, paradoxically, actually result in fewer sales. People get overwhelmed with the fear of choosing the wrong option so they often choose to not choose. Try offering fewer options and see how your customers respond.
19. A/B Testing
Let's say you're making a CTA and you can’t tell if the phrase “request a demo” or “schedule a demo” is better. A/B testing allows you to build both versions, showing 50% of viewers one CTA and the other 50% the other CTA. After a few weeks, you can see which CTA resulted in higher conversions.
Whether your marketing goal is to improve brand awareness, generate more leads, educate your prospects or boost your conversion rates, there are dozens of other possible ways to enhance your B2B marketing. Schedule your free digital marketing audit today to get advice from our digital marketing experts on how to improve your own marketing efforts.