Business to Business Marketing. B2B Marketing. The wonderful process of selling goods and services to another company.
Anyway you phrase it, we know running B2B marketing campaigns can be just as demanding as any B2C campaign, if not more so, since your audience is a company just like you! Getting caught up in the daily demands of making things run smoothly is natural; however, it’s important to take a step back every once and awhile to assess the trends seen within your business and its industry to make a more meaningful impact.
In order to help you do that, we are going to address four B2B marketing trends that could be game changers to your 2015 strategy. Yes, we are already looking ahead to 2015!
An Aggressive Content Strategy
We constantly talk about the details and benefits of executing effective content marketing. But to drive home this idea, Salesforce reports that 44% of B2B marketers have a documented content strategy, use an average of 13 content marketing tactics, and are now using an average of six social media platforms to distribute their content.
To catch up on this trend, try focusing more on visual content. On the Pagemodo blog, we shared how visual representation of data is bursting at the internet-sharing seams with four billion videos viewed and more than 55,000,000 photos and videos shared each day. To help you achieve beautiful visual posts, we are (of course) partial to Pagemodo’s Post Designer tool.
But no matter the format, it is quality content that is always shared. So whether that content is an infographic or a blog post, just be sure that you’re always dispensing your wealth of knowledge to maintain your competitive edge.
“A recent study by IDC found that by 2017, 87% of internet-connected devices will be smartphones and tablets” (IDG Direct), and PewResearch says 21% (and growing) of users are using mobile as their primary Internet-viewing platform.
So what does that mean for the average B2B marketer? It’s time to go mobile!
And how do you do that? Lucky for you, we have an answer: start with your Webs’ website! We have 450 new premium themes that are all completely mobile-optimized.
This basic start can help you in reaching your mobile audience (which is probably most of your audience), and kick-start your mobile-ready business in using SMS messaging, mobile-optimized emails, and even a mobile social strategy. Don’t shy away from mobile’s endless possibilities.
Smarter Digital Spending
While we all hope our next campaign takes off as the biggest viral campaign the world has seen, the truth of the matter is that it takes a few dollars to get a campaign going (and maybe a few hundred more to make it successful), so it is important to spend those dollars wisely.
Dive deeper into which channels are performing best for you – If it’s social, which platform? If it’s email, which campaign? Answering these questions will help you break down your budget in a successful manner.
The easiest method to help you do this is…
If this is the first time you are hearing this term, please don’t let it be the last. Micro-targeting is an indispensable strategy to the B2B market. The long and the short of it is utilizing your collection of big data to create customer segments (buyer personas) that will assist you in producing one-on-one conversations (targeted messages).
In analyzing your data and understanding the differences between your customers, you can develop more relevant strategies for content, mobile, and any other form of your digital spend; making your spending even smarter and more effective.
We know we went through those quickly, but this is just the beginning. Take these trends, see how they apply to your small business, and run with your creative instincts. We have full confidence it will lead you far.
But of course, if you’re having a creative mind-block we can answer your questions in the comments section!
About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Webs’ Blog and Google+.