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Posted by Brett Romero - 28 August, 2019

Top Marketing Tips for B2B Customer Acquisition

Are you eying for that sweet deal with your B2B clients?

Do you further want to stay on top of your game and cut even better deals?

Today marketing is continually evolving and acquiring new shapes by adding certain engaging elements. In this digital age, B2B communication needs effective digital strategies and technologies to target your audience base. In view of this, the brands that seamlessly integrate the digital transformation in their marketing mix, are the most thriving ones.

No doubt, as a B2B marketer, it is relatively difficult to resonate with your audience as compared to a B2C marketer. This is because there are different buying cycles, buying journeys, distribution channels, and sales funnels. Clearly, an effective tweaking in all these aspects as part of your strategy can help you register with the industry decision makers. The difference between B2C and B2B is further highlighted by a recent Deloitte Study. It says B2C companies are spending more on social media, while B2B companies are spending more on training and analytics.

customer retention(source)

Here is how you can beef-up your B2B marketing strategies:

  • Define your target audience for lead generation

The first and foremost step to embark on a clinical B2B marketing journey is to define your target audience. You must be clear to what exactly your client base is because it is impossible to market everyone simultaneously. Concentrating on your core audience will give you a much-needed headstart. After discovering your target market you can easily focus your marketing efforts on an individual customer segment. Furthermore, it will help you expand your landscape more effectively.

A well-defined audience base is very crucial for successful lead generation. According to a study, 85% of B2B marketers accept that their main focus is to generate more leads. Without leads, there are no clients, and hence no revenue. So you need to track where your brand is positioned right now in the market and then focus on how you can make it more visible. However, no one can conclusively tell where B2B leads come from.

  • Create content

Before creating content you need to know what type of content B2B clients want. If you put yourself in their shoes, you will understand your B2B clients need credible information and data to make decisions. This is the age of actionable information and if you provide them with the content they need to succeed, you will get hold of a larger, more responsive customer base to cultivate. According to a report, around 80% of B2B buyers view at least 5 pieces of content during their purchase process.

So what are the topics around which you should create content? Blogs, ebooks, tutorials, and informative data are good sources of content for your clients. Also, B2B buyers are highly influenced by content that tells a story about products or services. Through videos, you can also show the stages of the research process of your products as the clients want a coherent interaction. Furthermore, through your content, you should provide information and tools that target certain specific tasks.

  • Social media is the new battleground

One of the most effective marketing strategies emerging in the digital age is social media engagement. It has proven to be a good source of leads. As your website is akin to your business’s online address, but how will you ensure your audience is visiting it given that there are millions of sites on the web? Engaging with your audience on various social media platforms is the perfect way to nudge them toward your website. Provide multiple links to your landing pages where you can capture the leads. According to the Content Marketing Institute, 80% of B2B marketers have a social media strategy. 

You can post your relevant blog content on social media networks like Facebook, Instagram, LinkedIn, Twitter, etc. The fact is, in social media apart from creating a large volume of relationships, you need to emphasize on the quality and depth of the connection. So as a good tactic, you can pose a pertinent question on social media that sparks an interest. Eventually, it engages a much wider audience.

LinkedIn is a widely known platform for professionals, which can be a key to an effective B2B marketing strategy. It can create a trusted network across various marketing and sales teams. While harnessing the full potential of LinkedIn, you also have full control over content and budget used in promotion. Facebook Live is another important way with how you can reach your audience. This live streaming feature helps to engage more audiences.  

  • Conduct webinars 

Today webinars are increasingly gaining currency and are becoming popular among people at large. Brands are viewing it as a powerful means to establish brand recognition and credibility. Thus webinars provide you an opportunity to target and educate your audience. According to a study, 73% of B2B marketers say a webinar is the best way to generate leads. With the help of webinars, you are not only able to communicate to a wider audience, but it also helps reduce marketing costs. A single session of a webinar allows you to connect as many prospects as you like. One of the best strategies of these types of communication is Ted talks for business leaders, which are widely regarded as powerful engagement tools today. 

b2b marketing(source)

With the help of webinars, you can easily promote your brand by pitching your products and creating dialogues. Having said that, for successfully conducting a webinar, you need an audience; so you must advertise it as well. This can be done through Google ads or email marketing. This type of communication also helps you establish as an industry authority.

  • Incorporate influencer marketing

Today influencers have become a great way of amplifying your brand. The point of view of influencers is widely accepted by people as they are experts in their respected fields. They drive conversations and help educate buyers by providing a credible information source. With the help of influencer marketing, you can educate and build a community around knowledge. According to a study, Instagram influencer marketing is expected to reach $8 billion in 2020. Today, cutting across industries, business decision makers initiate their purchasing process by taking opinions from industry experts. Therefore you need to identify influential people who are seen as thought leaders.

Final Thoughts

Marketing has always been a profound way to make an impact on the growth of businesses. B2B marketing, however, is a different ball game given the fast emergence of digital technologies. Due to this, there is a paradigm shift in the way marketers have to promote their products and services. Thus you need to touch and influence the right people with creative strategies in order to alter the buying decision.

Summary

To enhance your B2B marketing strategies you should focus on:

  • Creating content
  • Using social media as the new battle ground
  • Conduct ingwebinars
  • Incorporate influencer marketing

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Topics: Sales & Marketing, B2B Marketing, lead generation

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