You can’t expect to succeed in the modern business landscape without a digital presence.
You’re in the digital age, and never before has it been so easy to prospect and find the right customer from anywhere in the world. With the rise of millennial buyers, it’s become even more imperative for a business to invest digitally.
But what does such an investment look like?
It involves a variety of different factors. Ranging from social media, PPC advertising, to search engine optimization, and a lot more: these strategies help you gain a powerful digital presence.
When combined, they can help improve the customer experience, allow customers to make an informed decision, and purchase your products or service.
In this post, we’ll be discussing which B2B marketing channels you can combine to ensure peak conversions for your eCommerce store.
1. Utilize Social Media
Social media and B2B? Is that even a connection?
You’d be surprised at how well B2B companies have adapted to social media. HubSpot, Slack, and MailChimp, among others, have all utilized its potential to the best possible degree.
The reasoning behind this is simple. Almost everyone is using social media these days. It also includes the user base that might be interested in purchasing your products or services. With an active social media strategy, you can meet customers and solve their problems with your offerings.
Now, the first Social Media Marketing (SMM) platform that comes to mind when you think of B2B is LinkedIn and rightfully so. It’s a platform with immense potential and a niche user base ripe for your B2B marketing strategy. But LinkedIn isn’t the only social channel you can use.
Facebook and Twitter come a close second when it comes to B2B marketing. They have a dedicated user-base, but you’d have to search for it through hashtags or on groups.
But while these platforms are indeed useful, there are also places like Instagram where you can prospect customers. Its user-base is similar to Facebook in that it’s diverse, but you have to search for your audience. With the right visual content strategy, you can gain significant returns from Instagram.
The SMM channels are moving away from the traditional. As a B2B marketer, it’s best to keep a lookout for up-and-coming platforms to change your strategy.
2. Webinars and Podcasts
Webinars are a useful tool when it comes to B2B marketing. By providing value-laden video content, you can attract potential customers to your B2B offerings.
Depending on your products and services, your webinar content can range from video to audio content. You can conduct the webinar on YouTube or your site; it depends on your website.
The end-goal is to ensure customers are entertained and informed in the entirety of the content.
The primary benefit of this engagement is to give your viewers and listeners a chance to reach out to you. You can mix up your podcast to make it either formal or informal.
3. Networking and Event Marketing
Besides prospecting customers digitally, you also have to engage them in real life.
The key to finding customers in real life is to attend industry events. Now, the coronavirus has everyone engaging digitally, but it’s something that will eventually adjust to the “new normal”.
The primary benefit of attending these events is that you can mingle with customers and offer them a real-time view of your offerings. When done right, it allows you to build a lasting impression on a potential customer and hopefully convert them.
Ideally, you should have your marketing materials with you during the event. The more, the merrier, the content and design within them can potentially draw customers in.
4. Pay-Per-Click Advertising
Promising quick returns on investments, pay-per-click (PPC) is slowly becoming a popular B2B marketing tool.
PPC is a rising online marketing channel. It allows marketers to select industry-related keywords and then pay Google or similar search engines to advertise their web pages. It supersedes the content that’s ranking organically and displays you at the top of those search keywords in the form of an advertisement.
Every time a user searches for those keywords and clicks on the ad result, Google charges the advertiser for that click.
Promising a 700% return on investment, PPC is an excellent tool to have if you have the budget and can’t wait for results organically. Try it out for yourself and A/B test your strategy to see what works. If it shows you results, you can optimize your B2B strategy even further.
5. Search Engine Optimization
Now, if you don’t have the investment for PPC ads, the next best thing you can do is invest in SEO.
Traditional marketers, regardless of whether they’re B2B OR B2C, utilize SEO to improve their rankings. The process is slow, and you have to invest time, but if done right, can give you concurrent returns.
These types of returns are usually attributed to “organic” traffic in that it grew over time rather than the paid growth of PPC.
Besides keeping your website technically right, there is one thing that can prove detrimental in your SEO strategy: content marketing.
Blog articles, guest posts, infographics, among other content types help drive traffic to your website, improves conversions and sales.
6. Email Marketing
Email marketing is one of the most effective ways to target potential customers and retarget existing ones.
While contemporary criticisms of email marketing say they’re ineffective, the statistics say otherwise. Promising an average of 3800% return on average, email marketing is an essential must-have in your B2B marketing strategy.
The best part about email marketing is that it not only allows you to prospect new customers but retarget existing ones as well.
First of all, you need to develop an email list which you can build up manually by collecting customer information. If your content is high-quality, then you can create a newsletter subscription and build up your list from there.
Why Use the Omnichannel Approach?
The primary benefit of using multiple channels for your B2B marketing strategy is that it can create various sources of traffic. On top of that, it helps you capture sales and improve conversion rates for your business.
Seeing how everything is going digital, and people are primarily searching for products and services online, investing in an omnichannel marketing strategy can only prove beneficial. They are highly effective when implemented correctly. Moreover, they are interconnected with one another since the end-goal is to drive traffic and improve conversions to the store.
With the right B2B eCommerce solution at your disposal, you can keep track of your omnichannel marketing strategy and target customers effectively. It can prove a beneficial aid in driving traffic and keeping things organized.
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