Technology is evolving faster than ever, and I would like to bring you my top b2b digital marketing tips how you can leverage the technology in your b2b digital marketing to bring success to your marketing department and of course yourself.
Technologies like Machine Learning and Artificial Intelligence is going to play a big role in marketing in the next few years and it’s up to us how we adopt this new technology to become more efficient, smarter and reduce potential risk when creating b2b marketing campaigns.
Definitely, this year is going to be excited despite that the international economy is not doing its best, but I still see, that if you will use modern technologies you can bring great results for yourself and your company.
So, let’s discuss the 8 b2b digital marketing tips that I would like to share with you so you can succeed in 2020 and further because these tips will not go away anytime soon.
Before we start let’s look at the key statistics for digital marketing.
- Active websites – 543 million
- Global population – 7.75 billion
- Unique internet users – 4.479 billion
- Active social media users – 3.725 billion
- Google searches per day – 6.3 billion
- Bytes of data per day in 2018 – 2.5 quintillion
[Source: hostingtribunal.com/ ]
1. Create a Digital Home [Website]
Having a website has become a basic marketing tool for any type of company and only very rare cases have not created their digital home and sometimes they substitute with Facebook or Instagram Page.
The website is usually the first interaction between you and your prospect when they are researching your product and services.
Offering your prospects, a place where they can learn more about you, your product and services is a great way to bring more customers to your business.
Because think of it this way, most of the people doing research online, there are no yellow pages anymore and searching for listing. 81% of customers search online before they make a purchase.
Nowadays, people want to find their information from their office or home, nobody wants to travel to just ask a few questions about the product and services.
And that’s why you should have a website.
And there are many more reasons why you should create your website now, but I would like to talk about 2 trends in b2b websites.
Design is an essential part of every successful website whether it is b2b or b2c. People are looking more on website design than ever.
It can influence prospects and customers how they feel about you and how much they can trust you.
That’s why my b2b digital marketing tips include the design of your website and the UI.
Just imagine, you as a CEO have come to the meeting, claiming that you have the best business and solution for them, but you have arrived in an old, ugly looking car.
What do you think will be the prospect’s first impression?
Your website is the same because most of the time your website is the first interaction with your company for your prospects.
So, do you want to show up with an old ugly car or with the brand new supercar?
Remember: First impressions are lasting impressions
But let me back up my statements with recent statistics about how website design is so important for your business and your prospects too!
- 48% of people cited a website’s design as the number one factor in deciding the credibility of a business. Remember my example? Prospects in the b2b industry need to have trust and tramp looking website just doesn’t build that! [Source: BlueCorona]
- 94% of people say bad design is the main reason they don’t trust certain websites. [Source: Social Media Today] Because impressions still matter, and people do not spend long to formulate an opinion about your website. Some brain research has said that within 0.05s you already have formed a final opinion.
- 94% of people judge websites on responsive design. The reason is that 54% of web searches on google has been done by mobile phone, the rest is left to computers and tablets. [Source: Infront Webworks]
- 75% of people form their opinion of a website based on its aesthetics. (Source: Digital Apeel)
As you can see, the beautiful looking website is not a luxury for b2b businesses but a must.
And you need to have a professional website if you want to stay competitive and bring more customers through digital marketing.
Remember, your website is the first interaction with you and your prospects.
Your digital home should also consider how you will be taking care of your customers and prospects.
Almost every b2b digital marketing tips include how to improve your customer experience.
Because most of the time they will turn to your website when they having some problems and questions.
You know, I don’t call the website a digital home for businesses for no reason, but I mean it literally.
Therefore, you should think about your customer experience as when they have arrived at your home. You do not want to scare them with half falling apart home and bad customer experience.
The customer experience at your website must be great for your prospects and customers as it is one of the most important requirements for them.
That includes many factors like how easy it is to find information on your website, the responsive design whether they can load it on phone, tablet, and computer and also how they connect with you.
- 38% of users will not visit your website again if the pictures are not loading, the content is too long, and it takes too much time to load. [Source: Web Alive]
- 47% of users expect websites to load in less than 2 seconds. (Source: Blue Corona)
- 70% of users have abandoned their shopping carts because of poor user experience. [Source: Aquent]
- UX investment can have a 100% ROI. [Source: youpicom]
Customers do not give many chances, so we cannot leave anything up to chance.
Creating a positive digital experience is very important for your website and how customers see you.
Create a differentiation from your competitors is the first rule of marketing but only a few marketers realize that sometimes you can find the simplest point of differentiator within you.
The first thing marketers think of is their branding like colors, also about their products and services what make them unique and attractive, but they forget about the simplest thing, you.
If you can find anything that makes you unique, then you should always include it within your marketing and let other people decide whether it is relevant to them or not.
Do not try to think for them and let them decide what they like.
So, my b2b digital marketing tips for your story includes two parts.
Case studies are great ways how to create social proof of your product and service but only a few of them are actually using it.
The power of success stories has been proven so many times, but why only a few marketers take time to actually create it?
There have been done countless studies about social proof and how a case study works great for companies.
- 82% of customers trust a company after reading custom content. [Source: SAG ipl]
- 70% of people will trust a recommendation from someone they don’t even know. [Source: OptinMonster]
- Testimonials can increase conversions on sales pages by 34%. [Source: OptinMonster]
So, if you have a happy customer do not be afraid to ask them for recommendations and some nice words to share about you.
It doesn’t hurt them, and it hugely helps you!
About page is a way where you can talk about yourself and your business and it is another essential part of every successful b2b website.
Creating about page works as an introduction for your prospects to learn more about your business and you too and why your business exists.
Maybe you think that nobody cares about you and your purpose, but the very serious prospects will spend some time on your about page.
And sharing your story connects with your audience and makes you more trustworthy that you are a real business.
Also, SEO loves it too!
So, including videos of you talking about your business and achievements helps people to connect with you more on a personal level and to
Also, about page is usually the last piece of information your prospects need to take the action and connect with you because they gain the trust with you thanks to the right information on your about page. So, what should be included on your about page?
- Your story
- Purpose of your company
- Call to Actions
3. Be More Video Productive
Video marketing is going to be big in 2020 thanks to improving internet speed technologies on mobile phones and browsers and the quality itself.
Therefore, marketers are predicting that videos are going to be the number one most effective content to distribute in the next few years.
Already now the engagements with videos are much higher than just with published content and people rather watch the video than read a blog article.
Because it is easier to absorb information from videos and people more remember from visuals marketing materials rather than just from written marketing materials.
- 87% of online marketers use video content. [Source: WordStream]
- 51% of marketing professionals worldwide name video as the type of content with the best ROI. [Source: WordStream]
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. [Source: WordStream]
- The average user spends 88% more time on a website with video. [Source: WordStream]
What Types of Video to Produce?
Remember, creating video marketing has its own place and each video works its purpose, therefore you should think once you are creating some kind of video material where you will be using it and what you want people actually do after they watch that.
So, if you have been convinced to use more videos within your b2b marketing great!
But let’s discuss what type of videos are available there for you so you have kind of idea what you should create.
Types of Video Content for B2B
- Products Video
- Customer Case Study Video
- About me
- Educational [Like your blog post]
4. Become Easily Accessible
Next, a very important thing which is under customer service is being easily accessible to your prospects and clients.
There is nothing more frustrating than just search for your contact information, trying to get your response, and wait for it so long.
Your prospects get really frustrated if they spent a lot of time to just connect with you.
Honestly, they would not and just give up on it, which you don’t want as it could lead that prospects would go a search somewhere else.
Therefore, you should think about how to create your channels that everybody finds your contact details immediately without any
Luckily there are many ways how you can do it and I tell you my most favorite b2b digital marketing tips on how to become more accessible to your customers and prospects.
Live chat is my favorite strategy to become more accessible to your audience.
Nowadays it is easy to install to your website as you just need a shortcode and paste it into your website between
Or just install it into your WordPress.
Then the rest you just login into your account and set up your branding and messaging you want your live chat to display in the welcome message or when you are off.
Look at my website, with the applications from tawk.to I could easily create live chat and for free.
Social media for b2b companies has many benefits.
And on average business to the business organization having 6 different types of social media.
Obviously, the purpose of having media can be for distributing content and connecting with your customers. Because most of the people are on social media and it is their preferred way how to connect with businesses.
Therefore, if you want to create a good customer experience, you better have at least one of these social media for b2b companies:
But you can try different social media, it all depends on where your target audience hangs out. But from statistics, most of the decision-makers are on one of these, especially on LinkedIn.
5. Be More Personalized
Business to business is all about building relationships with your prospects and the best marketers have realized that building relationships start already within the first initial contact with your brand.
Being more personalized will means much more than just “Dear Peter” in the email as it is a very basic tactic, and you should push it a bit further with more personalized content.
Especially in b2b industries when each of the customers and prospects thinks that their business is special and different. Therefore, coming with general content for your target audience doesn’t work anymore.
People having high expectations from you, even when they first visit your website, they already expect some level of personalization. Whether it is a special offer or more advanced content like an ebook.
Prospects are getting used to having everything tailored to their needs because big companies like Netflix, Uber, and other companies already do that to win their customers.
Those prospects are your prospects too, so staying behind and not creating personalized marketing for your prospects could leave you behind as more and more marketers start using it
So, what can you do to actually create personalized b2b marketing?
As I already mentioned, the most important part of every prospect is to make them feel special. That is why tailoring content for your audience works really well.
Being on top of the game and having content for each of your segments will improve your click-through-rate and conversation.
These statistics show how important it is to actually create personalized email marketing.
- The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. [Source: instapage]
- Personalized emails deliver six times higher transaction rates. [Source: instapage]
- 70% of brands fail to use personalized emails. [Source: instapage]
As I already said, personalized email marketing should be very basic for marketers but yet, many of them still fail to do that.
Personally, it makes me very angry receive a cold email from the company I have never contact, it just annoying, especially from a digital marketing agency, it just shows that they are not right for me.
But we can even move it a bit further and create even more personalized b2b marketing on your website. Creating dynamics website will become a must for your marketing as people just want to have only what interested them.
- 74% of customers feel frustrated when website content is not personalized. [Source: instapage]
- By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact. [Source: instapage]
- 63% of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly [Source: instapage]
Statistics like this should make marketing departments think about it, as it is clear that making lazy work and just blast email or not tailored messages doesn’t work anymore.
6. Get Into SEO
Many marketers already know about SEO, but still, only a few actually using the power of the strong SEO website. Like they do not know that if you create proper foundations of SEO marketing, then you can start driving strong leads day and night.
7. Be More Social
Being more social means more than just being outside and meet people and talk to them.
But what I want to point out is that you should focus on, where people spend most of the time.
Yes, social media has taken the world and marketers have realized that, but there are places that are not yet discovered by b2b marketers.
Being an effective marketer, you need to know where your target audience is spending most of the time. A place that they trust.
Therefore, I want to talk about these two trends which will be very important in 2020 and long after.
As both marketing strategies are great due to the high level of targeting and all the legwork is done for us and we just need to come and collect the sweet nectar.
Hence, marketing is not anymore about chasing clients, but searching for their favorite place and be there, ready with help, when they need it. Being fast is the key.
Influencer marketing is gaining popularity because they are having their “tribes” with a high engagement rate and the most important with a super targeted audience.
That’s why I am including in my b2b digital marketing tips this one too.
Influencer Marketing works on the simple principle of getting their people with the same interested to watch their stories, posts, etc.
The way how they getting is by posting consistently content on their favorite industry like for example fitness, healthy food, video games, and so on.
This makes the target audience really targeted that only people with the same hobby would follow them.
That’s why influencer marketing has a high potential to bring more leads with a lower cost per lead. Also, the conversation rate is higher too.
- 90% of business decision-makers initiate their purchasing process by researching opinions from industry experts and peers (source).
- Influencer marketing is the fastest-growing online customer-acquisition method (source).
- Only 15% of B2B brands are running ongoing influencer marketing programs (source).
Influencer marketing is going to be a new trend in b2b marketing, and it can be widely used for different purposes like promoting content or your workshop.
First, lets’ look back on LinkedIn marketing predictions for 2019 and how well they did.
Microsoft has spent a lot of resources to make LinkedIn great for b2b business and 2019 has been very successful for them to finally happen.
LinkedIn has become the #1 b2b marketing platform to drive more quality leads and do prospect research.
- 61 million out of 500 million LinkedIn users are senior-level influencers and 40 million are in decision-making positions.[Source: foundationinc]
- LinkedIn is the most-used social media platform amongst Fortune 500 companies. [Source: foundationinc]
- Microsoft paid $26.2 billion for LinkedIn in 2016. [Source: foundationinc]
8. Capture your Audience
Capturing your target audience is essential especially when not everybody is ready to buy from you now but later can be.
If you are not capturing these prospects with valuable advanced content, you are leaving a lot of money on the table.
- Lead magnets can get you 300%-400% more quality leads.
Lead magnets work as a perfect tactic to bring your prospects on board but not yet sell them. These leads are not ready to buy from you, but they just want to learn more about your product and services.
I already mentioned that we should not put everybody into the same bucket in terms of sales and marketing funnel but be more fluid.
Lead magnets are great to connect with prospects and help them to learn more about the product and service. It eases their mind when they do the research.
And if it is done properly, they will be prompted to buy from you, as you will establish credibility and expertise they can trust if they choose you as their vendor.
So, lead magnets like:
- Cheat Sheets
Working well for prospects and they are happy to download it and exchange valuable information like their name, email, and role.
Summary of B2B Marketing Tips.
All my b2b digital marketing tips are based on you that you are willing to put extra effort to get the results you want, but I promise if you do everything right, then you can harvest awesome results you wish to have.
I have given you my top 8 tips I believe are essential for b2b marketing in 2020.
Of course, I do not expect you to do all of them, but the more the better as all of these tips and tactics I have to provide you working very well together and they can form a powerful marketing plan which can generate you so many leads despite the international economy is not well.
I hope that this article about b2b digital marketing tips will help you with your marketing and let me know what tips you have used and how it goes for you.