Business-to-business (B2B) marketing is expensive, lucrative and easy to use ineffectively. If you’re not using the right strategies, you’re losing out on potential revenue and missing conversion rate metrics.
Utilizing the proper marketing strategies in 2021 will be crucial for your profit margins and bottom line.
The most effective marketing strategies are:
1. Incorporate Visitor Tracking and Data Analytics
Big data helps marketing teams adjust their offers in a way that makes sense for potential leads. When you refine your marketing strategies, using B2B website visitor tracking, you’ll be increasing sales and improve customer experience.
Data analytics and big data help you:
· Understand user behavior
· Reach out to potential leads in real-time
· Adapt your sales funnel
Small, incremental changes can be made based on the data collected to adjust your marketing approach. When you know where you’re losing leads or can contact them shortly after they visit your site, you’ll be able to convert leads at a much higher rate.
2. Content Marketing Remains Vital in 2021
Content marketing is going to remain one of the top marketing strategies this coming year. Brands committed to content marketing know that it’s a long-term strategy that can take 6 to 18 months, but the benefits can be massive.
You’ll want to:
· Create long-form, engaging content
· Publish consistently
Research your niche and what your audience is interested in so that you can confidently create content that will generate organic traffic. Be sure that the content considers where the business is in the buying cycle.
3. Integrate Chatbots Into a Site
Decision-makers have a lot of questions, and if they can’t find answers to these questions easily, they’ll go to competitors for answers. Chatbots or live chat options are a major focus in 2021, as one survey that found 2-in-3 people would purchase a product or service after using a chatbot.
There’s also the convenience of 24/7 availability, which is one of the most desirable options for millennials.
If a chatbot is integrated into a site, it offers a simple and easy way to also reduce customer service demands. In some cases, it’s possible to eliminate 80% of customer service calls with a simple chatbot or live chat option.
4. Voice Search Marketing
Voice search is on the rise, with more people opting to use their voice to make searches than their keyboard. In 2020, 50% of searches occurred using voice search. Optimizing and spending some marketing dollars on voice search should be a top priority this year.
Working with a marketing expert that has experience in optimizing for voice search is a top priority.
Small changes may be needed, but it’s very unlikely that a complete overhaul will be required. Investing in voice search should be at the top of your priority list this year.
5. Focus on Multichannel Marketing
No one form of marketing will bring in the same level of traffic as a multichannel approach. You’ll want to make sure that a diverse set of marketing approaches are in place to help drive traffic to your business, including:
· Social media
· PPC, etc.
Organizations must spend time on their multi-channel approach so that they can determine which marketing channels work and which should have their expenditures pared back. It’s imperative to know where your audience is located. Research the channels that your audience is already using and try hitting as many of these channels when marketing as possible.
6. Focus on the Buyer
Spending time on a short buying process is a thing of the past. You’ll want to focus on the buyer, which has become accustomed to a buying process that is longer. B2B organizations need to spend time on “what’s next.”
If the buyer didn’t purchase, you have to ask what you can do next to further nurture the lead.
When buyers are in the discovery phase, you have to also ask “what’s next?” Spend time answering questions, nurturing leads and building long-term relationships that continue to lead to profits quarter after quarter.
Quick sales, or the one-off sale, is far less profitable than the returning buyer.
B2B marketing is continually evolving, but if you follow the effective strategies above, you’ll be able to bring in higher revenue while keeping expenditures the same.
What strategies is your company using in 2021?