When was the last time you evaluated your marketing strategy? One of the easiest ways to lose out on leads is to stick to what you’ve done before while your competition moves on. Change can be scary, but not if you have an experienced voice in your corner guiding you along the way. If you want to get your digital strategy up to speed, then follow our list of b2b marketing trends that are everywhere in 2021.
1. Virtual Events
Love them or hate them, virtual events are here to stay.
Even after the pandemic is over, the convenience that virtual events give to b2b marketers is too good to pass up. While they may not have the personal touch that in-person events do, they make getting partners, customers, and potential business all in one spot easier than ever.
Every company may have virtual events on their agendas for this year, but many of them will miss out on creating ones that are truly special. Too often companies try to pass a glorified Zoom meeting with a keynote speaker or two off as an event, and this is wrong. Instead, focus on creating events that cater to your specific audience and tell your company’s unique story.
2. Search Engine Optimization
Search Engine Optimization (SEO) is a necessary part of any smart marketing strategy. The way search engines present you can make or break your brand, so even a basic SEO strategy can be a great tool for your online presence.
Ranking in top positions for specific keywords, getting links from high-authority websites, and building your own site authority are crucial tactics in SEO. However, many businesses fail in making an SEO strategy specific to b2b commerce.
Above all, your site and your content need to show your business’s expertise in the industry.
While consumers are driven by brand affinity and habit, b2b buyers expect confidence and experience. If your company’s SEO focuses on presenting itself favorably to your future clients and partners, then you’re already ahead of the curve.
3. Marketing Automation
Smart marketers know they don’t have to do everything themselves. That’s where marketing automation comes in.
Put simply, marketing automation is using software to manage some of the most complicated pieces of your campaigns so you don’t have to. With a few simple, user-friendly tools, you can leave the most complex aspects of your campaign to your computer.
And most importantly, everyone is using it.
If you haven’t embraced this marketing trend yet, we would be glad to discuss how you can start integrating it into your business.
4. Content Marketing
By now, most businesses have figured out that posting regular content is key to digital marketing and building brand affinity.
But, one of the biggest mistakes businesses make in their content strategies is exclusively catering to their consumer audience. Smart marketers know that content strategies designed to drive b2b commerce are crucial for getting and keeping new business.
5. Multi-Channel B2B Marketing Strategies
Your business should advertise where your audience is. If your audience is like most, then that probably means they’re everywhere.
One of the biggest mistakes marketers make is keeping their reach too narrow by only marketing on a few sites. This makes having a multi-channel approach a very smart marketing strategy.
When you’re looking to grow your business, use data to find where your intended audience is and market to them there.
6. Using LinkedIn
LinkedIn is the #1 site that B2B marketers use to distribute content. So, if you aren’t using it, chances are your competition is.
LinkedIn is not only a great place to generate leads to your site, but it’s where industry leaders tell their stories. Use this to your advantage and build a social presence to grow your share of voice.
As a social media site, LinkedIn also provides a unique opportunity to engage with buyers person-to-person. It turns the names on your mailing list into people with aspirations, hobbies, and families.
Using LinkedIn gives you the chance to build real relationships with your business connections. It may sound old school, but you would be surprised how much this personal touch can help you keep business and get referrals.
7. Emphasis on User Experience
Even the best products in the world can’t sell themselves. But, a good user experience can.
User Experience (UX) is a hot topic in digital marketing these days, and for good reason. Today’s market is more competitive and digital than at any point in history, meaning a good UX that sets your business apart is essential.
If you’re curious to learn more about building a user experience to drive b2b commerce and develop your brand, then we would be happy to chat with you.
8. Privacy Marketing
Research shows that only 25% of consumers believe most companies handle their sensitive personal data responsibly. If individuals feel that cautious about how businesses handle their data, imagine how your potential clients feel.
Your website’s security not only affects how it ranks with search engines, but your customers and partners will have their own impressions of how safe your site looks. Whether they are right or not is one thing, but their impressions will affect their buying decisions.
As you develop your website and market yourself to potential business, consider whether your site builds confidence in you as a safe and ethical partner.
For All Your B2B Commerce Needs, We’re Here
While these trends will be defining features of b2b marketing for the coming year, there is no telling what the distant future holds.
If you’re looking for a committed partner to help you accelerate your business into the rest of this year and beyond, then get in touch with us today! Our team offers a full range of services, and we are committed to growing your business every step of the way.