The Most Effective B2B Digital Marketing Tactics for 2021
It feels like 2020 is the year that never ends, but finally, 2021 is just around the corner.
Most B2B businesses are now analyzing their current digital marketing programs’ performance to assess what worked and what didn’t this past year.
2020 has been a year of massive upheaval in the way we do business. Many consumers have moved towards online shopping, and even B2B customers have begun to do the same.
This trend means that B2B companies are increasing their digital marketing investments, and the percentage of budget allocated to online advertising and marketing is growing.
As lockdown has become the “new normal,” businesses are pivoting their marketing models and finding new digital marketing tactics.
Here are some of the best B2B digital marketing tactics to try in 2021.
Use Video to Grow Engagement
Research from Google has indicated that 70% of B2B buyers and researchers are watching more videos as part of the buying journey over the past five years. In fact, 71% of B2B marketers said they incorporate video content into their marketing efforts.
The importance of having video in your content marketing strategy is difficult to overstate. Video not only gives your website personality but also increases the time new prospects spend on the page. This, in turn, can increase the ranking of your overall website in the SERP.
The good news is that video today is relatively simple to record, edit, and upload, thanks to the increase in video editing tools and software. Don’t get too hung up on making your videos perfect. People respond to real people they can relate to, and overproducing your video content can take away the personal connection.
Use Email To Reconnect
A study conducted by IgniteVisibility discovered that 60% of B2B marketers found email marketing the most successful way of generating leads and revenue. Thanks to the ability to curate and automate personalized emails, many B2B business owners can reconnect with their past customers and clients.
A simple weekly email to your customer base can help keep your business top-of-mind when needing your specific services.
Don’t be afraid also to take time to send one-to-one emails to say hello and check in on how things are going for their business. You might be surprised how often other business owners will reply and be willing to start buying from you again.
Remember that when it comes to email, it’s essential to keep it brief. Mailchimp research has shown that the best subject lines are short, sweet, and communicate a promise of value in the email. Make sure your emails contain information that will reaffirm how your product or service will improve their businesses.
Use LinkedIn to Build Industry Authority
A recent report published by LinkedIn revealed that 50% of all B2B social traffic generates directly from their social media platform. Of all B2B leads that businesses derive from social media, LinkedIn is responsible for 80%.
LinkedIn is not only a place to look for a new job role but a place to build your authority with interested prospects and peers.
And in 2021, the LinkedIn platform offers a full suite of content creation tools to help you. You can post native video, send direct audio messages, and even share daily content in LinkedIn stories.
Creating content and engagement on LinkedIn is simple and easy to do. Don’t merely use the newsfeed as a place to advertise, but rather to share industry news, new developments, insights, or shortcuts that can help both your potential customers and peers interested in your industry.
Posting regular LinkedIn content has shown results. 65% of B2B companies have acquired a customer through LinkedIn, and the opportunity is growing every day.
Focus on the Middle and Bottom of Funnel
The vast majority of digital marketing efforts focus on attracting new interest or growing brand recognition. However, in the B2B market, very few customers will decide without a great deal of research and discovery.
According to research from Salesforce, over 79% of marketing leads are never converted into sales.
One of the most significant opportunities for B2B business owners is to invest more time and effort into helping customers midway through their sales funnel.
A great strategy is to create industry or product comparison guides that show your business offering’s value. Or provide honest comparison research on what your company offers compared to competitors. These types of content pieces will build trust and move B2B leads closer to a buying decision.
Keep in mind that most B2B buyers will not move directly to purchase simply from reading an article. B2B brands must track the customer journey throughout the whole sales funnel, from the first website visit to conversions such as registrations or completing a form.
Higher quality content in the middle and bottom of the funnel will ensure that the attention you get early on from new leads starts to convert.