If you’re running a B2B business, you already know that B2B digital marketing is an essential component of a strong marketing plan. But what makes a strong digital marketing plan?
Here are the five key elements of a great digital marketing campaign.
Your company website is the first impression your business makes. Your website is the digital extension of your brand, your business, and your values. Any campaign you run online will only be as good as your website and the sales funnels created on your website.
To create an impactful website, be clear on your objectives. Are you using your site to close more sales? Are you creating a website that serves as a valuable resource for your industry? Once you know your objectives, you can begin the design process.
Every part of your website must be carefully designed, keeping in mind the choices and tastes of your target audience. If you’re targeting people between the ages of 18 and 35, your language cannot be outdated.
The bottom line: Create content that your audience can relate to.
Here are some of the things to keep in mind while creating a top performing website include:
Moreover, if you feel your product(s) can be sold online, or perhaps you already sell via any of the major ecommerce sites like Amazon or ebay- you should consider integrating an online store right into your website. One of the core benefits of doing this is that your customers will be able to shop for your products without having to leave your website.
There are many platforms that can help you build an ecommerce website in minutes, without any technical knowledge. Once you’re done creating a stunning website, simply integrate it with Cin7 for seamless, multi-channel order management.
Search engine optimization (SEO) is one of the most important parts of any digital marketing effort. SEO can help determine how high your website – or social content – appears in search results whenever someone searches for the keywords you’re targeting. Organic search results appear when someone is looking for relevant content that your site offers. Non-organic results come from paid advertising. The stronger your SEO, the more organic reach you will have.
So how does SEO help your business exactly? Let’s say you’ve built a beautiful brick-and-mortar store. You’ve applied shiny paint and decorated the shelves with your products. You’re ready to welcome your customers into the store you’ve built.
However, you forgot to put any signs on the road. Without the signs, nobody will know that your store exists, where it exists, and what it sells. Your store might be amazing, but it still won’t attract customers because they simply don’t know it exists. Now imagine you go to the road and put a big, shiny sign that says: “Welcome to your dream store.” Now people know your store exists and you will at least have set the groundwork to gain new business.
This is what SEO does for your website. When you create content with SEO in mind, it improves your search rank, so when someone does an Internet search for the products or services you sell, your website rises to the top.
No matter how great your SEO efforts are, all businesses see a drop in their reach from time to time. When you need an artificial boost, consider pay per click (PPC) campaigns. Originally offered by Google, now PPC campaigns are offered by several online companies. You are charged every time a user clicks on your ad.
Many social media offer pay per click advertising. For example, Facebook offers PPC campaign opportunities for its users. Businesses can get access to millions of views if they set the right price for the right audience.
PPC campaigns are a great way to attract eyeballs towards your business. Of course, you cannot rely solely on a PPC campaign, but they can become an integral part of your overall digital marketing plan.
Most B2B brands have realized the immense power of social media and have leveraged it to their advantage.
According to a study by Sproutsocial, 83% of B2B marketers use social media to enhance their digital footprint and reach new audiences. This is because social media sites have evolved to be platforms for everyone. People from all walks of life are actively engaged with each other through a variety of platforms like Facebook, Twitter, Instagram, LinkedIn, and Pinterest.
Use social media to promote a specific blog, ebook, or other form of digital collateral you think your audience would find helpful. Once you get them engaged with your content, they’re already in your sales funnel.
However, the tricky part about leveraging social media is that you cannot become complacent. Just because something worked for you in the past, doesn’t guarantee that it will keep working. The traffic is always shifting from one platform to another, thereby creating newer, better avenues for marketing. Your goal should be to closely monitor where your target audience is moving, and focus on how to reach them there.
Your digital marketing doesn’t have to be an all-manual affair. Automating repetitive tasks can free up a lot of your time.
Start with something as small as sending out email newsletters to your subscribers every week. You can create a six-month newsletter plan and every time subscribers sign up for your newsletter, they start receiving those pre-planned, pre-scheduled newsletters. Add a welcome email as well as emails asking for feedback and reviews every time someone makes a purchase.
Use analytics to track how those emails are doing. Monitor open rates and conversion rates and adapt accordingly. This is just one example of how you can use automation in your business.
Developing a B2B marketing campaign is very important. The hardest part is being consistent. Automation really helps with consistency. Also, reusing content on your blog or website for social posts also helps with consistency.
It’s also important that your marketing strategy takes its cues from your overall inventory strategy. To achieve this, make sure that different departments across the company work in close coordination with each other, and can be tracked via a robust inventory management system.
To know more about how Cin7 can revolutionize your B2B inventory management, book a free demo today.
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