B2B buyers almost always make decisions in consultation with colleagues, and often spend hours seeking reliable, informative content about their purchase before reaching out to a sales person. These buyers like to make their decision based on logic and their own judgement, instead of persuasion or emotion.
What’s more, surveys from LinkedIn suggest that B2B buyers vet several organisations by reading their content before making a decision. Around half of buyers surveyed compare thought leadership content from several providers.
This suggests that when marketing to B2B buyers, reaching prospects isn’t as important as what you do once you have their attention.
Search engine optimisation
As Google algorithms become more intelligent, your B2B website needs to adapt and optimise so that prospects can find you online.
To get started with search engine optimisation, think about:
Blogging: improve ranking in search and website traffic by constantly refreshing your website with relevant, informative and keyword-rich content that prospects will search for.
Images: Google’s Panda update prioritised sites with smaller images that load faster. Compress images as much as possible without making them blurry before you upload them to your site.
Use anchor text properly: when including links on your website, avoid using anchor text like ‘click here’ or ‘learn more’. Instead, make your anchor text a strategic keyword and link it to a relevant page.
Measure site performance: digital marketing is as much about measuring results as it is creating content and reaching prospects. Use analytics to look closely at keyword ranking, traffic, bounce rate and conversions, then tweak your approach to improve.
SEO will help bring prospects to your site, but at that point you’re not even halfway there. It’s essential that you optimise your website to make it more effective at turning prospects into buyers.
Put simply, website optimisation is the process of experimenting to improve a website’s ability to drive your business’s goals (usually sales or enquiries). It’s a great idea to start with the basics like shortening load time, editing your landing page copy, and optimising for mobile.
Once you’ve taken care of the first steps, the most effective way to fine-tune your site is usually A/B testing – the process of making and measuring two changes to see which one shows better results. Find out more about how A/B testing can help drive sales.
Around 75 per cent of B2B buyers said they chose a certain vendor largely because of their content, and over half of buyers use content to make their decisions, according to DemandGen data.
This means you need to be producing informative, useful, and searchable content to help educate and inform B2B prospects during their decision-making process. The tone is important, as most buyers also reported being turned off by sales-focused or pushy B2B content marketing, preferring informative content that genuinely helps them to decide.
Key questions to answer with your content include:
What problems does this product or service solve?
What features should I look for in this product or service?
How does this product or service work?
Almost 3.2 billion people, or 43 percent of the world’s population, actively use social media channels. If your business isn’t using at least one of these to reach out to potential buyers (or if you’re not using it effectively) you could be missing out on hundreds of opportunities every day.
Building an effective B2B social presence is about acknowledging that B2B buyers are people too and that while the decision-making journey is usually longer and more complex, the process is similar to B2C consumers. With that in mind, your B2B social presence should focus on building a consistent and relatable brand, and a community that offers insights and knowledge that buyers can actually use.
LinkedIn is the preferred platform for most B2B buyers, so it’s a great place to start. However, more and more buyers are looking to connect with brands on Facebook, Twitter, and even Instagram to inform their purchase decisions.
Consumer brands have been telling stories and explaining their products and services via video for decades, and B2B marketers are finally starting to catch on. In fact, 38 percent of LinkedIn users shared video in 2018, and over half plan to use it as part of their strategy in 2019.
Video is a great way to cut through the jargon and explain your product or service, inform and educate your prospects, and boost engagement. It’s extremely effective because, let’s be honest, if you’re faced with a wall of text or a video you’d choose the video every time.
Despite those compelling numbers, video is often neglected by B2B marketers – usually because they don’t fully understand its potential. To get you started, here are a few quick tips on effective video marketing:
Cut to the chase: be short, sharp and direct with your videos. Make your clips as value-packed, visually interesting and dynamic as possible.
Communicate visually: the majority of B2B buyers watch video with the sound off. Make sure you communicate your message as visually as possible so that it’s effective regardless.
Call to action: urge your viewers to take action at the end of your videos, whether it’s to check out your blog, watch more of your video, or buy one of your products that solves their problem.
B2B marketing is often misunderstood. By breaking the essential elements down and devising a simple strategy that works, you’ll see results that quickly boost your business.
To lead the pack with your B2B marketing, get in touch with the expert team at Pounce today for a free, no-obligation consultation.
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