Marketing is all about momentum. When you’re able to develop enough buzz around your business, you can create a conversation that drives traffic, gets your leads excited, and convinces them to convert into customers. However, getting those first few conversations started can be a struggle.
If you’re in a business-to-business industry, creating that momentum can be even more difficult. Because your clients aren’t traditional shoppers, they tend to feel differently about the purchasing process. When the success of their company or business depends on purchasing the right tools or products, they approach purchasing decisions much more seriously.
Creating a B2B digital marketing strategy that gets your B2B target audience excited isn’t an impossible task. However, it does need to be approached the right way. If you’re looking to create a B2B digital marketing strategy that helps you achieve unstoppable growth, there are a few steps you need to take.
Let’s take a look at how you can develop an awesome digital marketing strategy for your B2B business in just five crucial steps.
1. Develop a Buyer Persona
No matter what industry you’re selling to, the success of your marketing will depend on how well you know your target audience. If you don’t know who you’re trying to attract with the marketing materials you create, they’re going to fall flat. In order to improve your connections and sell more products, you want to create content that resonates strongly with the individuals you’re trying to connect with.
The best way to understand your target audience is to develop a buyer persona. A buyer persona provides an overview of who your ideal customer is, what they struggle with in their day-to-day life, and what solutions they may be looking for. Additionally, your buyer persona should share details about your ideal customer’s income, family life, and purchasing habits.
By creating a buyer persona, you get to better understand your target audience and what they’re looking for when they search online. You’re also able to better tailor your content and marketing materials so they fit the unique needs of the individuals you’d like to purchase from you. When each marketing piece speaks directly to your ideal customer, they will be more likely to engage with the message and your brand.
2. Create a Brand Message
After you know who your ideal customer is, you need to identify who you are as a brand. Through establishing your brand messaging, you’re able to carve out a niche for yourself in your space. By providing a particular service to a specific group of people, you’re able to improve your relationships and develop long-lasting relationships with your target audience.
Your brand messaging helps share who you are, what you value, and what you can provide to your customers, competitors, and stakeholders. A strong brand message gives your company a personality, showing that you’re more than just an entrepreneur trying to make some quick cash. Instead, a brand message humanizes your business and makes it easy for customers to connect with you.
While we typically think of brand messaging in B2C businesses, it is just as important in a B2B marketing campaign. No matter the industry you serve, your brand message will make you identifiable from the competition. Showing your brand’s personality, whatever it may be, can help you connect with other companies who want to give off that same image.
3. Identify Your Goals
When you create a new marketing campaign, you’re probably looking for growth in one form or another. While knowing you’d like to grow your business is a start, it isn’t specific enough to really be considered a goal. Additionally, the goals you establish should help move your business in one direction or another.
Goal setting is crucial for motivating you and your team to get more done. If you’re simply looking to attract new clients or improve your business, you’re not laying out clearly defined terms for your business to follow. When you establish set goals, due dates, and expectations, everyone begins working harder to ensure those achievements are met.
Before you begin your marketing strategy, identify what you’d like to achieve with your campaigns. Get specific about the way you’d like to grow your business, how much growth you’d like to see, and when you hope to reach those expectations. Write down your goals and relate them back to your overall business goals to ensure they’re not forgotten about.
4. Hold Yourself Accountable
When creating a digital marketing strategy for your B2B business, you can’t be flakey on execution. If you truly want to see results, you can’t keep starting and stopping campaigns when you get overwhelmed. In order to truly see growth, you need to create a marketing plan, follow through on the execution, and hold yourself accountable for getting it done.
A content calendar is a great way to plan out what you’d like to share and when you’d like to share it. By taking the time to map out a calendar before you begin posting, you’re able to take a look at the big-picture plan you’ve developed. Once your calendar is created, you can simply follow the plan you’ve made, making it easier to stay on track with your marketing.
If you’re still finding it difficult to meet your schedule, consider outsourcing your content creation. By hiring a professional to cover your content creation and posting, you can focus on other areas of the business while still ensuring the work is done.
5. Identify and Track Your KPIs
Your Key Performance Indicators, or KPIs, are how you measure the success of your marketing strategy. Because each company and strategy will have a unique set of goals and expectations, the KPIs you use may vary from campaign to campaign. However, each KPI you track should relate back to the goals you’ve established.
Typical KPIs you might want to track include the number of leads you’re attracting, your conversion rate, or the sales growth you’re experiencing. When you track analytics like these, you’re able to see whether or not your digital marketing strategy is bringing you closer to achieving your goals.
Based on the KPIs you’re tracking and the results you’re seeing, you need to be able to tell when adjustments should be made. If you’re not seeing the results you’d hoped for, you may need to change your strategy. When tracking your KPIs, think strategically about how you may be able to improve them.
Your B2B digital marketing strategy can help you create an unstoppable buzz around your business. However, if you’re not laying the right foundation for success, that buzz may die down. When you put in the right time to create a digital marketing strategy that has the strength to grow, you can bring your business to new heights.
Whether you’re creating an entirely new digital marketing strategy or you’re looking for ways to refine and improve the one you’ve already established, consider these five tips and how they might apply to your unique business and industry.