For B2B companies, it is often difficult to build an online presence due to a lack of clear guidance. We show you how to develop an online marketing concept that fits your B2B business.
An online marketing concept encompasses the entirety of your digital activities: from web presence to apps, to advertising, blog posts and posts in social media channels. The range of possibilities is almost infinite, making a clear focus on the most relevant measures all the more important.
In order to keep up in times of digitalization in marketing, your B2B company also needs a clear online marketing strategy. Only with clear goals and an understanding of how online marketing works will your company be able to hold its own in the long term.
Unclear instructions for B2B
The challenge for B2B companies is that best practices from B2C cannot be applied 1:1 to your business. The products are a lot more complex, the decision-making process takes longer and is based on facts rather than emotions. Furthermore, the final decision is often made by more than one person and is characterized by personal contact.
While many B2B companies are willing to dive into the world of online marketing, they don’t know where to start for the reasons described above. We show you 10 tips for building your online marketing concept.
10 tips for your online marketing concept
Tip #1: Create Personas
A persona is the fictional representation of your target audience. With a persona, you create a uniform understanding within your B2B company about who your target group is, what topics move them and on which channels they are active. The persona thus forms the basis for a successful content marketing concept.
Especially in B2B, there is usually a lot of knowledge about your own customers. Use your data and your experience and create meaningful personas.
After clarifying who your target group is and what moves them, the needs of the target group should be matched with your product portfolio. In what areas do you want to be a topic leader? Where does your expertise lie?
Focus on these topic clusters and build your content marketing around selected topics.
Tip #2: Create topic clusters
By creating topic clusters (so-called pillar pages) on your website, you signal to your users as well as to Google where your expertise lies and in which topics you are the expert.
For this purpose, compile your most important products and services and think about which topics are suitable to lead a user step by step to a purchase.
In a second step, your topic world should be checked for search volume. Your content will only be found if your customers are also looking for the content you have written or if it contains the right keywords.
Tip #3: Keyword research
An analysis of your existing keywords as well as a keyword research for additional search terms will help you to find the right keywords for your topic.
With the right keywords, you ensure that you appear at the top of Google & Co. search results and bring as many users as possible to your website. Keywords are the basis of search engine marketing and have a great influence on the ranking of your website and the click rate of the individual articles.
After researching, the most important topics should be regularly packaged into posts and published on your website.
Tip #4: Create content
Write content that interests your target audience and creates value. For each piece of content, think about what your persona’s need is at that moment in your customer journey and how you can help them.
With a well thought-out content marketing strategy, you can lead your customers step-by-step through the customer journey and lay the foundation for a long-term and qualitative customer relationship.
Don’t forget that the customer’s intention is in the foreground and not your product or service. The focus should be on creating a first contact and then lead the user over time to a conversion.
The created content should now be published and distributed. For this purpose, specific entry pages on your website are suitable to actively guide users and not send them to the home page where they have to completely reorient themselves.
Tips #5: Create landing pages
A landing page is an entry page based on the persona’s needs at that moment. Does a user want to find out about a subject area he is unfamiliar with? Then create orientation and help him to get to know the most important aspects. Product information or specific offers are out of place here.
Test new formats regularly. Not only blog posts with images and text, but also videos, multimedia interviews, infographics, checklists and webinars are suitable for getting in touch with your customers and creating value. It’s also a great way to build your thought leadership as a digital B2B company. Just google responsive web design sydney, and you’re sure to find a company there.
Once you have developed and implemented your content plan, one thing is still missing: traffic. In order for your content to be consumed, you first need to be seen by your target audience. This very point is forgotten in many B2B online marketing strategies.
Selecting the right channels for your content distribution is crucial. If you have analyzed your target group in detail in the first step, you now know which touchpoints you have with your customers.
Tip #6: Social media channels
Facebook, Instagram, LinkedIn and Twitter are all social media channels, but they differ greatly in the intention with which they are used. Therefore, check in advance which channels are used by your target audience and how in order to conduct successful social media marketing.
While LinkedIn and Twitter are more likely to be used in a professional role, Facebook and Instagram are more private channels that also require a more personal approach.
Not every social media user is an active user, so think carefully about what realistic goals are for your social media posts. Do you want users to see your brand often? Do you want users to respond to, comment on and share posts? Or is your intention to drive users to your website and generate traffic? Depending on the goal, the message is different and a different call-to-action is needed.
Important: Organic social media posts will reach your existing network. So to increase your reach it can make sense to run social media ads in the form of lookalike campaigns or with manual targeting.
Tip #7: Google
There are also several options when it comes to search results on Google. Your long-term goal should be to rank well in organic, or free, search. Such a ranking is the ultimate proof that you have been able to build your topic leadership. Any SEO measures are therefore aimed at strengthening your organic positioning.
To simplify this process and appear at the top of the search results right from the start, you have the option of placing Google Ads. The choice of options (Search Ads, Display, Google Shopping, etc.) is very large. The more you know what you want to achieve with the Ads and what their goals are, the easier it is for your B2B company to decide which form of advertising to use.
Tip #8: Email Marketing
One, despite all pessimistic estimates, still very efficient way to reach your customers and users is via email. You should not put all your eggs in this basket, as your customers are also inundated with a flood of e-mails every day.
Nevertheless, with email marketing you can reach people who are effectively interested in your topics and products in a cost-effective way. If you also offer valuable and exciting content through this channel, there is a high probability that users will convert to buyers in the longer term.
As mentioned earlier, when it comes to email marketing, less is often more. Only communicate with your customers if they gain something from it and not just because you have a new product on offer.
Also, segment your audience into small groups to ensure targeting and address needs during this customer journey phase.
You have now created your content and are actively distributing it across all channels. In order not to lose track of the content and the different channels, you need a functioning tracking and monitoring tool.
Tip #9 Tracking & Monitoring
The advantage of content marketing is the measurability and comparability of content and channels. With tools like Google Analytics or social media monitoring tools, you can see at a glance how many people are currently visiting your B2B website where the visitors are coming from and what interactions your posts are generating.
This allows you to compare the performance of different content and channels, set benchmarks, and make data-driven decisions about how to allocate your resources in the future.
In addition to different channels, it’s also important to think in terms of devices. Most users today no longer do their research on their PC at home or in the office, but use their cell phone to get information and make purchases. You can also find out what the distribution of your B2B customers looks like with Google Analytics.
Tip #10 Mobile Marketing
To ensure that your customers and users have an optimal user experience on any device, your content must be optimized for different device types. Responsive websites as well as the creation of performant mobile apps for specific purposes are suitable for this purpose.
Especially in the app area, additional application opportunities arise to promote downloads and attract more users. However, here too, think very carefully about what you intend to do with an app. Creating an app simply to have one is a costly endeavor and should not be underestimated.
However, if there is a clear need for a mobile app and it brings a distinct advantage to the user, then this path should definitely be taken.