The Best Channels for B2B Marketing
B2B marketing refers to the marketing of a product or service to another business or organization. A B2B company can sell anything from office supplies to manufacturing equipment. Business-to-business marketing integrates multiple strategies to help you market these products and services to online audiences.
No two B2B companies are the same, so what works well for one company may not provide the same results for another. That’s why there is no one B2B marketing channel that is truly better than the rest.
The best B2B marketing channel for your company is ultimately any channel that is repeatable, scalable, and delivers a profitable return on marketing spend. In order to grow revenues profitably, you will need to invest in multiple marketing channels at the right rate and at the right return on marketing spend.
From there, it’s important to regularly test your active marketing channels to be sure that they’re continuing to provide the right return on marketing spend. This will allow you to adjust your campaigns as needed if you notice any performance issues after testing.
What are the best channels for B2B marketing?
You can use any combination of online marketing channels, including:
Search engine optimization (SEO): SEO is the process of boosting your website’s ranking in the search results with a combination of strategies. When you invest in B2B SEO, you help your business rank higher in search results and drive more traffic to your page. Considering 71% of B2B clients start product research on a search engine, it’s a valuable strategy for helping you attract more clients to your website.
Pay-per-click (PPC) advertising: PPC ads appear at the top of the search results above organic listings. This B2B search marketing tactic will help you attract B2B companies that are closer to conversion. It’s an excellent strategy for B2B businesses that want to capture more qualified leads.
Email marketing: Email marketing involves sending tailored content to your audience to nurture them towards conversion. With email marketing, you’re able to build a one-on-one connection with leads and send them valuable information that gets them to convert.
Content marketing: Even though a company knows they need your products or services, they may not be entirely familiar with how things work (especially with products like software). By creating content, you can help fill knowledge gaps and provide these businesses with helpful information. They’ll see you as an authority and spend more time getting to know your business.
Web design: Your website is the first impression companies get from your company. You need to invest in building a modern and custom design that helps your business stand out from the competition. You’ll attract more leads and keep them on your site longer when you have a beautiful design.
These are just a few of the B2B marketing services you can invest in to help your business reach more clients and grow online.
What are the benefits of B2B marketing strategies?
Now that you know what strategies you can use to grow your business online, you’re probably wondering how your business will benefit from these strategies. Business to business marketing (B2B marketing) strategies offer numerous benefits to your company.
1. You reach more qualified leads
One of the biggest reasons to invest in B2B marketing services is that you reach more qualified leads.
Do you ever feel like you’re putting money into marketing efforts that don’t seem to drive new clients? If so, now you know the answer to “What is B2B marketing?¨and that B2B marketing… is the solution to that problem.
B2B marketing enables you to target audiences more precisely, so you’re reaching companies that search for your products or services.
So, for example, with SEO, you can target keywords your audience is likely to search to find your products and services. If you supply office furniture, you may target keywords like “corporate office furniture” or “office furniture supplier.” By targeting specific keywords, you reach more qualified leads searching those keywords.
Business to business marketing strategies enable you to reach more qualified audiences that want your products or services.
2. You increase brand exposure
When you invest in B2B marketing services, you invest in increasing brand exposure. Using different marketing channels to advertise your B2B business allows interested leads to find you easier.
If you have a presence on different marketing channels, you increase the likelihood that leads will find your business. These leads can see your business in search results or on social media.
Increased brand exposure makes leads more likely to spend time learning about your business, which can lead them to choose your business over another because they know more about your brand.
3. You increase traffic to your site
One of the most significant benefits of B2B marketing is that you increase traffic to your website. Increased traffic to your site means that more people discover your brand and get to know your business.
With B2B marketing, you help optimize your website to drive more traffic to your page. Strategies, like SEO, focus on optimizing your site for relevant keywords and improving user experience to keep leads on your site longer.
These tactics will help increase traffic on your site by appearing in front of more relevant leads and providing them with valuable information that keeps them engaged.
4. You nurture relationships with clients
B2B marketing strategies enable you to cultivate relationships with clients. With B2B strategies, you’ll have numerous touchpoints where leads can engage with your business and learn more about your products or services.
Methods like email marketing allow you to send direct communication to decision-makers, keeping your brand at the forefront of their minds.
These direct connections enable you to nurture relationships with clients and nudge them towards choosing your business. It makes it easy for you to connect and send helpful information to your audience.
5. You drive leads to your business instead of you reaching out to them
One of the most significant benefits of business to business marketing online is that leads reach out to you instead of you reaching out to them.
Many companies face the issue where, when they cold-call clients or reach out to them through other means, the clients ignore their calls or aren’t looking for their products or services.
With B2B marketing strategies, the clients reach out to you. They actively search and seek out a company that offers the products and services you offer. That means that if someone contacts your business or signs up to receive emails, you know they have an interest in what you offer. Business to business marketing takes the guesswork out of obtaining clients.
If you haven’t invested in B2B marketing services, now you know exactly what is B2B marketing, it’s time to start. Business to business marketing strategies help you reach more qualified clients and get them to partner with your company.
Aren’t sure where to start? No worries, Foundcoo has your back!
We’re a full-service digital marketing company that offers every service you need to create an impactful B2B marketing strategy.
