By Shreegopal Kabra
In the last five to ten years, B2B marketing has undergone some significant changes as marketers have shifted their focus from sales and cold calling to digital content marketing strategies and search engine optimization tactics to attract new customers. Marketing to businesses is a whole new challenge compared to marketing to direct consumers. For this reason, there is another marketing method for B2B marketing.
As B2B businesses continue to grow, a unique brand voice is more important than ever. It helps companies stand out from the crowd of competitors and is one of the most important trends in 2022. Brands are also moving to digital marketing methods like improving their SEO and content marketing and enabling video marketing tactics using different formats and platforms as well Leveraging social media to reach their full potential.
Here are 5 ways companies can approach B2B marketing:
Ethical branding is the future
With the pandemic, people have become more aware of the potential impact of their money in good times and bad, and companies have been forced to update their branding to reflect their ethical values and messages. Businesses that market effectively to diverse audiences will experience greater and more profitable reach. Marketers can help build an ethical brand by ensuring that messaging across platforms uses inclusive language and imagery that accurately reflects diversity.
Retention marketing has been around since the first person sold something to someone else, when the seller realized that selling to existing customers was easier and more efficient than finding new customers. Retention marketing serves to maintain customer relationships, resulting in higher marketing ROI through continued sales at a lower cost per sale. Businesses can retain their customers through onboarding and training, customer education, constant communication, ongoing customer support, surveys and testimonials, and finally customer appreciation.
Effective use of social media
Social media, when used efficiently, is one of the best ways to build trust and brand transparency. When creating a social media strategy, it is important to think about these two pillars as it will transform the way you engage with social media and lead to a better outcome. Companies focus on incorporating real-time customer feedback into social media content, making it easier to find the contact information of key decision makers, sharing customer stories and case studies, being transparent about pricing and services, and providing regular updates about the company’s performance, and enabling customers to see the values and culture of the company.
Machine learning and AI extension
Many companies use machine learning and AI to enrich data and make their business more efficient. The strict privacy restrictions mean companies must rely on first-party and derived data to generate leads and close deals. Machine learning and AI are being used extensively by businesses to provide a personalized customer experience and improve the accuracy of marketing campaigns. Businesses need to focus on data quality and data augmentation to further personalize customer experiences and deploy their marketing strategies effectively.
Create original content
Content marketing is one of the most important strategies used by B2B marketers. It has special value when it comes to generating leads and increasing sales. Creating content that addresses the concerns and needs of the target audience gives the brand the opportunity to rank in search results for the keywords they search for on Google and other search engines. When the target audience clicks on these search results, the brand can be established right from the start as a helpful source of information and helps the consumer with easy decision-making.
These are the trends that are affecting the B2B segment and are likely to grow with the dynamic environment. Brands need to remember that content is paramount and helps build and maintain relationships with their customers while attracting new customers. Aspects such as technological advances, consumer behavior etc. are evolving and it is in the best interests of businesses to adapt to the changing times and incorporate this into their marketing strategy.
The author is CEO and Group President of RR Global. The views expressed are personal.
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