Businesses are slowly starting to reopen after coronavirus.
And with marketing budgets shifting towards digital channels, now is the perfect time for you to update your marketing strategy.
In this post, I cover 4 B2B marketing strategies you should prioritize.
1. Content marketing
The first item on the list is content marketing.
Before COVID-19, research showed that 41% of B2B buyers looked at 3-5 pieces of content before reaching out to sales.
Fast forward to today, and content marketing is still more important than ever.
One study found that 46% of marketers plan on increasing their content’s quantity in 2020, and a further 34% want to grow their audience size.
Another study by Emily Byford also had some interesting insights.
After looking at the top 10% SaaS blogs, she found that they each received 104,000 organic visits each month.
That’s a lot of traffic by any measure.
And it indicates how creating content can lead to significant results for your business.
Besides blog posts, you can also try out different content formats to see which one works best for you.
According to MarketingCharts, video ranks as the most popular content format for thought leadership.
Case studies and webinars come in second and third, respectively.
For many B2B brands, webinars are already becoming a popular alternative to in-person events.
MediaRadar reports that the number of brands creating webinar ads increased by 36% between February (245) and March (332).
67% of B2B buyers also increased their spending on web conferencing software, according to a survey by TrustRadius.
The same goes for collaboration (57%) and remote desktop tools (52%).
So what does this all mean?
For one, it means that there’s an opportunity for B2B SaaS companies to increase their marketing budgets to meet demand in growing categories.
Also, if you’re a service company that traditionally relies on in-person events, you can use this time to create more webinars.
By moving online, you’ll have an easier time reaching new audiences across several locations.
3. PPC Ads
You can even promote your webinars or site landing pages through PPC ads.
Just be careful when selling.
Many businesses will still need help readjusting to a different way of working after COVID-19.
That means you should use your ads to offer support before trying to get a sale.
Keep up with the news. Find out what problems your audience is facing when it comes to readjusting to work after coronavirus.
After that, create your ad campaigns to address those issues.
Remember, B2B decision-makers are people just like anyone else.
Use this time to make your ad messaging more personable.
Creating a remarketing campaign can also prove to be beneficial to your business.
This type of campaign will allow you to follow up with people who have engaged with you in the past.
For example, you could create a remarketing campaign to target everyone who redeemed one of your ad offers or visited one of your blog posts.
Once again, you want to be careful about how you approach your remarketing campaigns.
You shouldn’t only use them as an opportunity to sell to people, but instead as an opportunity to build trust with your audience.
Implementing your B2B marketing strategies
You might want to try all the above B2B marketing strategies in one go, but that may not be a good idea.
Instead, use a 4-step process to decide which strategy to implement.
The process involves defining your buyer personas, assessing your goals, doing a competitor analysis, and then implementing your strategy.
1. Create your buyer personas
You’re probably already tired of hearing this — but the first step to implementing any marketing strategy is to know who you are targeting.
Imagine you were taking a road trip across the country, and you had to guess your way to your final destination.
You would end up taking a bunch of detours and wasting a lot of time before you arrived.
That’s what it’s like to create a marketing strategy without a persona.
Your marketing strategy will lack direction if you don’t know who you’re targeting.
Luckily the process of creating a buyer persona is relatively straightforward.
To get started, sit down with your team and identify your ideal customers.
After that, do some research and find out their demographics information, goals, challenges, and other relevant details.
Publications like Gartner or Forester are great sources for persona research.
If you have a CRM, you can also send out a survey to your most valuable customers, asking them to give you the information you need.
Remember, a buyer persona is a fictional representation of your ideal customer, which means you’ll have to update it over time as you learn more about them.
2. Determine your goals
Once you’ve figured out who you want to target, the next step is to write down your goals.
Ideally, your marketing strategy should align with your overall business goals.
For example, if you wanted to increase awareness for your solutions, then it might make more sense to focus on creating blog posts rather than ad campaigns.
Similarly, if your goal was to get more leads, then creating webinars would make more sense.
Here’s a simple breakdown of the strategies you should use depending on your goals:
Goal: Increase site traffic, brand awareness, or thought leadership
Strategy: Blog posting
Goal: Increase lead volume and, user retention
Goal: Increase sales
Strategy: PPC and retargeting ads
Be sure to follow the SMART approach when setting your goals.
In other words, your goals should be Specific, Measurable, Attainable, Realistic, and Timely.
3. Keep an eye on competitors
Once you have your goals set, take some time to look at what your competitors are doing.
Using a tool like SEMRush, you can find out how often your competitors are creating content and what topics they’re covering.
You can also use SWOT analysis to compare your business to the competition.
Your SWOT analysis will also enable you to find out what customers think about your company.
You’ll also be able to use it to identify new markets for your products or services.
4. Implement and test
The last part of developing your marketing strategy involves putting everything together and launching your campaign.
Depending on the type of campaign you create, there are a few KPIs you’ll need to track.
- Total sales
- Return on marketing investment (ROMI)
- Lead-to-sale conversion rate
- Booking rate
- Cost per lead (CPL)
You’ll likely make a few mistakes when launching your first campaign, but that’s okay.
As long as you continually track and tweak your B2B marketing strategies based on data, you’ll eventually get the results you want.
Keep in mind that it will take some time before businesses get back to normal after COVID-19, so be patient as you implement your marketing strategy.
This is also an excellent time to perform a content audit so you can see what’s already working and what can be improved.
If you need help doing that, feel free to reach out.
And as always, share this post with your colleagues if you found it useful.
- Business growth consultant specializing in the B2B SaaS and IT service industry.