2. Growing Your Online Presence
After setting the foundation for your digital strategy, now’s the time to start evolving your online presence. The good news is there’s plenty of platforms you may use to do so.
Be Your Audience’s Solution with SEO
Search engine optimisation (SEO), aims to attract users to your website by using the right keywords relating to your product or services. This is a hugely popular technique in B2B digital marketing as it’s cost effective and results-driven for return on investment. Your customers will likely already be searching for the keywords you’re using (if done correctly), which means the traffic will be targeted – letting them come to you.
Prioritise Social Media and Content Creation
A lot of B2B organisations overlook the utility of social media as a discovery tool for their business offering. If you’re using social media but aren’t getting the results ask yourself; are we on the right platform? Are we connecting with a B2B audience? Is our content on-brand?
Consider using video demonstrators and explainers for your products. This can be a great tool for your website and social media channels, and is often more engaging for users than extensive text. LinkedIn is a great place for sharing relevant blogs and content about your brand and industry and is a great way for networking with business audiences.
Start With (And Constantly Review) Your Strategy
Develop a digital marketing strategy which is results-driven and focusses on your business values and goals. You can start by making sure your goals are SMART; specific, measurable, attainable, relevant and time-bound. In B2B, your customers will need to be reached at various touchpoints before making their final purchase decision.
Consider developing buyer personas and customer journey maps to ensure you’ll be there first. Think integrated marketing – consistent messaging from your brand across various platforms to create a unified message that business customers simply can’t say no to.
3. Tracking Your Online Presence
What’s the use of setting goals if you’re not tracking their progress? In 2022, there’s an abundance of tools and resources for tracking your business growth and strategy effectiveness. You may not have the time for crunching numbers, but this is where a digital marketing expert can do the heavy lifting. From here, all that’s left to do is refine for optimal proficiency (and keep it on-brand of course!).