Business-to-business companies require a well-thought, strategic marketing plan (plans) for their eCommerce businesses. In the ever-dynamic world of digital marketing, businesses are responsible for attracting potential buyers through digital marketing.
The following are some of the ways how companies can use digital marketing effectively for their e-commerce businesses, especially in the dynamic b2b space.
7 Digital Marketing Strategies used By Companies
1. Email Marketing
Traditional email marketing for B2B industry often consisted of buying lists from so-called list vendors and basically spamming them. This strategy is a shotgun approach and is just a numbers game to see if you get lucky with absolutely no strategy behind it.
It is amazing to see that this type of outdated outbound email exists still today.
Here’s an email marketing strategy that works for B2B outbound sales.
- Manually create a list on Google sheets of prospects. This can be outsourced to a virtual assistant.
- Load the list into your email software, for cold email outreach I use actionable.me
The software saves time by sending bulk emails to your list of contacts. Actionable.me then automate your email follow-ups to increase reply rates by up to 30%.
- Update your CRM with the newly acquired leads/sales.
- Start a segmented email marketing campaign to these leads with a mixture of informational and promotional content.
- Setup remarketing ads for the email prospects. You want to be on the top of there mind.
3. Search Engine Optimization
To grow and develop as a B2B business, it is important that the business invests time and resources into SEO. SEO is not an overnight process and results can take up to 6 months. SEO may be a complex marketing tactic but is capable of accomplishing the goal of businesses to expand globally.
There are two components of SEO which are On-Page SEO and OFF-Page SEO. On-Page SEO is making improvements to the website to make it search engine friendly. While OFF-Page SEO consists primarily of backlinking.
4. Google Ads PPC Search Campaigns
PPC (pay-per-click) advertising by the way of Google Ads is a great way to acquire high-quality B2B leads. With pay per click ads as soon as you press a button the ads turn on and you are exposed to thousands and possibly millions of targeted people. When you set up your google ads you will different options as far as ad placement. For best conversion results from your going to want to choose the search network.
If used correctly, pay per click ads can become the best tool for generating leads and building brand awareness. However, if used incorrectly you can burn through thousands of dollars quickly. Google is in the business to make money and Google Ads is their main income generator. For best results look for a Google certified marketing professional they are Google Ads specialists that have passed a series of tests that demonstrate their knowledge to use Google products.
The way I set up and segment Google Ads accounts for my clients is by segmenting each campaign by the product category. This keeps the Google Ads account structured, nice and neat which is just the way I like it.
5. Video Ads & Content
Business-to-business companies can use video ads on Youtube to capture the attention and curiosity of their customers. When businesses share real content through video ads, they capture both senses of hearing and sight at the same time which leaves a positive impact on clients. Videos are shareable, as well as offer a great solution to incorporating the brand’s story with the usage of engaging visuals. Effective visuals, especially video ads take the most share in generating a company’s revenue.
6. Online Referral Marketing
This is an internet-based or Software-as-a-Service (SaaS), traditional referral marketing. It works by tracking the target audience’s behavior online using web browser cookies and other technologies. It can increase the product and brand awareness among the target market and ultimately, generate revenues. Mobile phones and desktop systems both use similar technologies to provide the user with the same experience either ways.
Online referral marketing also uses trackable business cards which contain QR codes to link them with online content for sale. Several online platforms permit the companies to use ROI (return-on-investment) tool to optimize their campaigns for improving results. The internet is a major channel for online referral marketing in B2B. People share their views as well as experiences and favorite products which include the company’s website through social media.
7. Social Media
Social-media-marketing for B2B is more challenging than B2C but companies who are aware of its strength in B2B, are highly successful. B2B Companies has an equal opportunity to grow as B2C companies have while using social media as a marketing tool.
The goals that are measurable for either big or small businesses will help to create a winning B2B social media marketing. Using the right strategies, tactics, and unique precision, social media marketing can prove out to be the best technique to improve and promote products and services. It is undoubtedly the most powerful marketing technique for all business if done effectively to achieve a higher return on investment.
One emerging strategy in social media marketing is influencer marketing. Influencer marketing is when you collaborate with a social media influencer who has a dedicated following of 5,000+ Influencer marketing has been producing such amazing ROI for smaller brands that many of the big brands have caught on and are running their own forms of influencer marketing.
The use of digital marketing for B2B companies if done right can lead to increased brand recognition, brand loyalty and increased profits.
San Jose State University Alum Lorenzo Gutierrez builds brands through inbound marketing and paid media. His favorite marketing channels are content marketing and search engine optimization. Connect with Lorenzo on his social media accounts LinkedIn, Twitter and Facebook.