If you run a business that sells to other businesses, there is no greater way to promote your businesses than with digital marketing. As modern marketing expands and audiences change, you can be sure to see the best B2B marketing strategies and tactics emerge.
As the name suggests, business-to-business marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers.
Having a well defined B2B marketing strategy is the key to improving the effectiveness of your marketing efforts. In this post, we highlighted the top five B2B marketing strategies that work best in Nigeria for increased leads, ROI, and, most importantly constant sales.
1. Content Marketing
The longer and less glamorous route of content marketing are where most businesses have seen the best results in their digital marketing efforts. Content in the form of blog posts, guest posts, videos, and podcasts are all fantastic ways to promote a B2B business.
Website blogging is one of the most popular content marketing strategies. Regularly updated blogs provide organic visibility and drive inbound traffic to your site. Your blog can house any number of different content formats: written copy, infographics, white-papers, case studies, and more. Videos are also a huge component of content with many opportunities to engage and even educate your customers.
2. Social Media Marketing
Social media is the modern-day billboard. It’s a must-have for any B2B business. Social media networks allow you to reach and engage prospects where they are most active. B2B buyers increasingly use social media channels such as Facebook, Instagram, Twitter & LinkedIn to research potential vendors for purchase decisions.
Since Facebook & Instagram rolled out its new live streaming feature, it has had amazing results. For instance, one study found that Facebook users comment 10 times more on Live videos than on regular posts. Businesses can also use social media retargeting to draw back customers that have once visited their website or are already in a database as a lead or customer.
3. Search Engine Optimization (SEO)
SEO (Search Engine Optimization) is the science of getting your Web pages to show up when people use search engines. Google is the largest search engine today. Without a doubt, that isn’t changing anytime soon. That’s why most B2B SEO strategists have their minds fixated on impressing Google’s bots and algorithms.
There are three general categories of SEO: on-page SEO, off-page SEO, and technical SEO. By successfully implementing an SEO marketing strategy, B2B businesses can improve lead quality, build valuable relationships to support link building efforts, gain brand exposure through online communication, and better understand their target audience.
4. Search Engine Marketing (SEM)
Search Engine Marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
SEM is also known as “Paid Search”. Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries. Success through SEM comes from consistently repeating three things: testing, measuring and tweaking.
5. Referral Marketing
We cannot emphasize this enough, referral marketing (word of mouth) is the leading way to reach potential B2B customers. Encourage happy customers to spread the word about your brand and when that word of mouth turns into a completed sale, reward the customers who put it into motion.
According to research, 84 percent of B2B decision makers start the purchasing process due to a referral. If your business doesn’t currently have a referral program in place, it’s time to build one. Creating a referral marketing program that works and sticking to it is a proven method to boost your company’s revenue.
Preparing your B2B marketing strategy is about optimizing time and time again. Even if you hit upon the best possible outcome this is no guarantee that you’ll have the best strategy six months from now. Your audience is constantly evolving and you need to have the capacity to adapt to that.
Any successful B2B strategy must be geared towards lead generation. So while you experiment with all the B2B marketing strategy examples we’ve outlined in this article, keep this in mind that all 5 B2B marketing strategies shared in this article impact one another and work together.