Technology is growing every year and that brings changes in b2b digital marketing. It comes with new opportunities but also challenges. Staying on top of your game requires to keep up with new trends coming in your industry and the marketing, and blend it together with your old know-how.
Hence, Digital marketing is more than just SEO, there are literally hundreds of ways how to drive more traffic to your business online, some are more and some are less effective depending on your business industry.
Digital marketing is evolving every day, just Google made already 13 thousand updates to its algorithm in 2019.
B2B marketing is about building relationships with your buyers and how well you will take care of them, whether it is online or offline, you need to make sure you are having a consistent approach which will match your business personality.
But, what should you be checking out in b2b digital marketing in 2020 so you can drive more quality traffic to your business?
Check out my top prediction for b2b digital marketing changes which could influence whether you hit your target this year or not.
Video Marketing is Becoming Bigger and More Important at B2B
Look, people are visual creatures and they prefer to watch videos rather than read, especially when millennials are coming into a market as a decision-maker. This will highly influence whether your strategy is working very well. Distributing content was and always will be the main driver for your business to get more leads, but how you are going to get that content across to your audience is changing.
Video is going to be very important for your business and you should start prioritizing video marketing within your marketing budget.
People spend more time watching videos than reading, I would bet you too! (Yes, I do, but still, I read 30-60 min a day, it keeps my mind fresh.)
Look, we have entered a new age of information and people are consuming information more than ever, maybe it doesn’t seem to, but you are learning every day something new thanks to Google, YouTube, and other sources.
The easiest how you can learn is to watch something and it is proven that it is more effective.
Different types of Video Content
Creating a branded video will make a huge impact on your business and I understand that it is not a cheap thing to create a video, also it can be time-consuming.
But remember, there are plenty of good freelancers to whom you can outsource parts of your work or the whole.
So yes, it can be a bit pricier to create a video, but the ROI is still far greater. Because look at Google AdWords or Facebook ads, those will become more and more expensive each year and the ROI is not that great.
So, let’s look at the types of video content you can create
- A webinar is more and more popular between b2b leads to watch and learn more about your product and services. It’s easy and cheap to create and it can be continually used for a long time. If you combine it with lead magnet it is a powerful way how to drive more traffic to your business.
- Live-in streaming becoming more and more popular as you can see, YouTube, Facebook, and Instagram are having already this feature and people love to watch it. Also, Amazon is coming up with a Live streaming option too. Later you can repurpose the live streaming and create multiple other contents like Podcast, blog, and Videos
- YouTube videos are going to do very well in 2020 because the website is not just a streaming platform but also the second largest search engine in the world right after Google. Yes, as I said, people rather learn from videos rather than reading about it. So, How-To videos are doing very well on YT.
Voice Search is Becoming More Intelligent
The voice search is becoming more and more popular by people, especially when they are rushing. Yes, for now, you can use the Alexa speaker, Cortana, and Siri for just easy commands, but with improved AI and voice recorder soon, you will be able to ask more complex questions.
At this moment only 20% of people are using voice search, but prediction says that by 2022 almost 50% of website traffic will be done by voice search.
Remember, once people will find that voice search is faster than typing the question, they will be more prompt to actually use that.
Look, you are driving a car and need to text someone, isn’t better if you would just say it? Of course, it is, the same it is when you are searching for the nearest gas station or drive-thru.
DBS Interactive said:
Roughly 75% of voice search results will rank in the top 3 positions for a particular question on a desktop search.
Yes, voice search will become more and more important for organic traffic too, as people want to interact with technology the same way as with the people.
Like I already mentioned, in b2b marketing, it is all about developing relationships and it starts with content and how you get it across to your audience, and soon, the audience will be asking for questions their devices.