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Posted by Brett Romero - 28 August, 2019

How to market B2B products Using Digital Marketing

Strong B2B marketing tactics are the fundamental ingredient for being at an advantage over your closest competitors.

Wondering how to excel in B2B marketing? The key to success in today’s crowded B2B marketplace is strong marketing strategies.

First of all, they should aim at lead generation, i.e., attracting those business buyers who want to know more about your business by educating them on what your company can do for theirs.

Providing tailored and useful content on the right channel will result in better customer’s engagement. It is at this point that Content Marketing and Social Media Marketing come on stage.


Content Marketing

Before buying, people do their research. It is crucial for your business to make sure that potential customers or prospects know everything about your company.

The content you craft should provide them with the answers to any question they may have in order to earn their trust. This it is a great opportunity to show that you are the best option available.

As it is shown in the table below taken from The Statistics Portal, there has been a rise in the use of Content Marketing among B2B marketers in North America and 91% of them used this strategy in 2017.

It is developed and executed by many important organizations such as Microsoft as well as small businesses. This marketing strategy is popular simply because it works.

Content-Marketing for B2B

Almost everyone is doing Content Marketing. This trend means that there are a lot of other businesses out there which want the same as you: obtain your target market as customers.

You should use this simple data to help you craft your marketing approach. You will need to stand out in order to be heard; create and distribute valuable and relevant content to attract a well-defined audience, paying special attention to the qualities that make you unique.

Deciding which topics to cover becomes of paramount importance in Content Marketing. That information should give potential business-customers enough confidence so that you can gain a reputation.

One way to do that is by creating and publishing client case studies, i.e., a tangible example based on other customer’s experience of how your product can benefit them. Case studies, properly structured and tactfully used, help you show other businesses that you are an industry expert, which will draw a clear line between you and your competitors.


Social Media Marketing

The places where you promote your business are as important as how it is promoted. You need to know where prospects are in order to reach them. The online portal QuotesAdvisor estimates that more than 70% of B2B buyers use social media to make a purchase decision. It is no surprise that in the digital era potential customers are to be found on social media.

Social Media offers the possibility of reaching out prospects by paid social advertising. As it is shown in the B2B Content Marketing Benchmarks, Budgets, and Trends— North America report, a surprising 93% of B2B marketers report using social media as part of their marketing strategy.

Social media marketing is a must-have. As social media is already crowded, your paid social advertising should aim to convert prospects quickly by putting appealing content in front of them and encouraging them to buy what your are offering.

A study carried out by KoMarketing that included 304 social media marketers from enterprises with more than 100 employees shows which are the most preferred channels for Social Media Marketing. If you are now considering paying for social advertising, you should choose among these social networks to advertise.

Product B2B marketing

Apart from paid advertisement, Social Media can serve as a place where you can meet with potential buyers. Do B2B marketers have a favorite social media channel to connect with clients?

The list is headed, according to an article on Martech Advisor, by Facebook (89%), followed by LinkedIn (81%) and Twitter (75%), each of the three having its particularities.

Facebook is the most visited channel for information before decision-making, so you may want to have a presence there. LinkedIn is well known for being the professional social network par excellence, where work-related posts, discussions are done. Twitter can be used to help your online audiences get answers to their questions almost immediately. 

B2B marketing needs to engage with audiences on social media. Nonetheless, unlike the B2C world which aims at eye-catching content, in the B2B world, the solution and problem solving is the key.

As a result of the boom in digital channels, people are consuming more and more video content.

A great idea is to include videos as part of marketing outreach campaigns. Creating videos of your case studies and posting them on a social network is the perfect combination of Content Marketing and Social Media Marketing.

It is almost impossible to ignore that today’s B2B marketplace is more competitive than ever before. This business landscape requires a carefully planned marketing strategy so that you can stand out from your competitors.

Powerful Marketing Strategies, like Content Marketing and Social Media Marketing, are still the formula to success.

Marketing B2B Products


What are the best and cheapest ways to build B2B organic growth?

  1. Content marketing
  2. Social Media marketing

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Topics: B2B eCommerce, B2B Sales

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