Digital marketing is the number one way to market a business. For the average established business, over 56% of the marketing budget is dedicated to digital marketing. This figure is only going to get bigger. Both business-focused and consumer-focused businesses need to invest heavily in digital marketing or they will be left behind by their competitors. So how does digital marketing work for a B2B company?
Digital marketing for a B2B company is not that different from digital marketing for consumer-focused businesses. The target market is slightly different, but B2B businesses will always rely on techniques such as search engine optimization (SEO), content marketing, paid advertising, etc. Businesses that have only ever used traditional marketing methods to promote their businesses may be awestruck by how effective digital marketing can be.
Every B2B company is asking the same essential question when it comes to marketing: how can I make sure my brand reaches the right people? And more importantly, how can I use digital marketing strategies to drive business success?
With that in mind, today we’ll be discussing why digital marketing is essential for B2B companies and how it helps them grow. From identifying key customer segments to tracking analytics and crafting engaging content, there are a number of steps businesses must take to ensure their campaigns reach their target audience.
Let’s dive into the question “how does digital marketing work for a B2B company?” and provide actionable insights so you know exactly how digital marketing works for your B2B company. Let’s get started!
What is Digital Marketing?
Digital marketing is any form of marketing that takes place in the ‘digital space,’ normally the internet. The goal of digital marketing is either to enhance a brand or directly promote products. A variety of different techniques are used for digital marketing, and any marketing company will use a combination of techniques to ensure a business is promoted in the right way, i.e. a way that can help to reach the goals of the B2B business.
Common digital marketing techniques include:
- Search engine optimization (SEO)–the most important. This involves getting ranked highly in search engines.
- Paid advertising (including Google AdWords)
- Social media marketing
- Content marketing (including blogs, video marketing, eBook production, etc.)
- Email marketing
Digital Marketing Begins With a Plan
Digital marketing for a B2B business always starts with a plan. A business needs to work with the digital marketing company to establish the goals of the digital marketing campaign. The scope can always be expanded later on, but there needs to be a solid strategy to start with.
Most digital marketing campaigns nowadays, especially in the B2B sector, rely heavily on content marketing. This is because, repeatedly, content marketing has been shown to boost leads and conversion rates. This is especially true in B2B where over 60% of people make their purchasing decisions after researching a product or service.
Content marketing is about sharing relevant, useful content that is beneficial to the target market. The reason why content marketing forms the backbone of any digital marketing campaign for a B2B business is that it can influence other digital marketing elements too. For example, SEO, social media marketing, and video marketing all see a significant boost from quality content marketing.
The plan is determined by the overall goal of the campaign, which could be brand building, boosting sales, bringing in more leads, boosting position in the search engines, or other goals. A digital marketer with experience in B2B will be able to put together a collection of techniques that can help to reach these goals.
Digital Marketing Provides Direct Access to Your Target Market
The reason why digital marketing works so well for B2B businesses is that it can directly reach the target market for the business. Traditional forms of advertising like TV advertising, print advertising, etc., can only go so far with their targeting.
While well-targeted traditional advertising will get the advertising in front of the target market, there will always be people not in the target market seeing that ad. Essentially, the B2B company is paying for eyes that have absolutely no interest in their products.
A well-crafted digital marketing campaign is effective because the only people seeing your marketing (outside a few exceptions) should be those who have a reasonable chance of making a purchase.
For example, if you ran a B2B company selling IT services, then your digital marketing would be tailored to target decision-makers at businesses that may be in need of IT services. It takes a while to craft an effective campaign, but once it has been pulled together, there is no greater method for boosting sales.
There is a reason why 60% of small businesses invest in some form of digital marketing, and why almost every large company is engaging in digital marketing on a daily basis. There is a reason why digital marketing has replaced traditional marketing methods as the go-to method for promoting products, services, and brands.
Digital Marketing is Cheaper Than Traditional Marketing Methods
Not only does digital marketing deliver more leads for B2B, but these leads end up being cheaper too. It is estimated that B2B digital marketing can generate leads 40-60% cheaper than traditional marketing methods, although the savings will be dependent on the niche the B2B company is operating in.
Digital Marketing Can Be Used to Boost Both Brands and Sales
B2B digital marketing isn’t just about promoting products and services, although it can certainly help with that. B2B digital marketing is so effective because it can also help to boost brand visibility. For instance, content marketing is a staple part of any B2B digital marketing campaign. Most content marketing isn’t about directly promoting products or services. It is about educating people. It is about increasing the positive feelings people have about a company; when they see that a company has a wealth of knowledge on a product, this means they are far more likely to trust them.
In order for digital marketing for B2B businesses to work properly, then it needs to work to boost both areas of the business. Some of the marketing should be focused on increasing sales in the short-term (e.g., paid advertising), and other marketing elements (SEO, content marketing, etc.) should be focused on laying the groundwork for boosting sales long into the future.
How Does Digital Marketing Work for a B2B Company?
Digital marketing works by boosting sales and brand visibility for a B2B company. It accomplishes this through a combination of digital techniques such as blog posts, SEO, social media marketing, paid advertising, and more.
Digital marketing for any company always begins with a plan, though. If your business is interested in B2B marketing, then reach out to a digital marketing company today. They can help to establish the goals of your business and get your digital marketing campaign off on the right foot. Digital marketing really is the best way to boost sales.
Digital marketing can be a powerful tool for B2B companies; however, it is not a one-size-fits-all solution. It’s essential to gain an understanding of how digital marketing works to use it effectively. Companies should take the time to analyze customer segments, find ways to appeal to those markets, and create meaningful content that resonates with their customers.
Doing so will arm them with the necessary knowledge and power they need to excel in today’s competitive digital space.
Ultimately, it’s clear that B2B companies can no longer ignore the potential of digital marketing as a viable tool for connecting with their customers – digital media is here to stay! Taking the time now to invest in improving digital campaigns will go far in making sure businesses don’t miss opportunities by being left behind in this ever-changing business landscape.
Glen manages our integrated SEM and PPC digital marketing campaigns focused on increasing qualified web traffic that converts into paying customers.
He is an expert data analyst who loves to study competitors and identify the most advantageous value propositions for clients.