Blog Post

Get the Best Return from These Top 3 B2B Digital Marketing Tactics

  • By Mark Baker
  • 25 Aug, 2016
B2B marketers are constantly strategizing about how to get the best possible results from limited resources; they use the most successful marketing tools to focus budgets and streamline efforts. Although the digital marketing tactics that are considered “most successful” may vary from industry to industry, there are some strategies that can have a powerful effect on your marketing plan. Using MarketingProf’s B2B Marketers Survey as a guide, here are the top three most effective B2B digital marketing tactics you can use confidently:

1. YOUR WEBSITE

Even if you’re seeing excellent results from sales agents, your website should be at the heart of your digital marketing plan. In the MarketingProf’s survey, no less than 81 percent of B2B marketers listed their websites as the single most important digital marketing tool at their disposal. Chances are that you already know how important your website is. But do you know how to optimize its use? Here are three tips for using your website effectively:

• Above all, your website should give users the information they need quickly, without much searching. This is especially important if your target audience is made up of sales agents who don't have the time to browse around and get lost in a site's navigational structure.
• You should also include plenty of social proof, such as client testimonials or case studies, which ensure your customers' money is well spent.
• Depending on your budget, you may even include a video, which helps potential clients visualize your product and allows sales agents to share its benefits easily.

2. EMAIL CAMPAIGNS

Email promotions continue to gain in popularity and success in the B2B marketing arena. In fact, email campaigns are the second most effective B2B marketing tactic, with 71 percent of marketers listing it as the most important tool they use. But in a world where the average email user receives 121 emails per day, making your message stand out in your audience's inbox is crucial. Here’s how to do it:

• Be honest and specific. Focus on a single goal, from the subject line to the linked landing page.
• Maintain a clean list of contacts, regularly ensuring that all of your unsubscribes and recipients who marked you as spam in the past do not receive future emails.
• Your emails should be personal, coming from a specific person within the company and addressing your audience by name.
• Finally, target specific segments of your audience to keep your content as relevant as possible.

3. SEARCH ENGINE OPTIMIZATION (SEO)

Closely linked to your website efforts, SEO ensures that current and prospective clients can find your business easily using search engines. With 54 percent of B2B marketers considering it their most important tool, it’s worth doing right. Here are some points to keep in mind:

• Stay away from the ill-advised tactics that could penalize your search rankings. What’s considered taboo? Stuffing as many keywords as possible into your website and buying inbound links are highly frowned upon tactics.
• Build around keywords by emphasizing high-quality content. The more other sites organically link to your content, the higher it will rank for the keywords it includes, greatly increasing your visibility.
Blogging can be a significant SEO booster for B2B marketers because it increases the range of keywords you rank for (as you can write a post on each keyword), and because B2B blogs can greatly increase your lead generation.

B2B marketers across industries have found that their websites, email campaigns, and SEO efforts have all contributed to the success of their efforts in the digital space. The key is not just to use these digital marketing tactics, but to use them to their maximum potential. Taking a strategic approach to your website, your email marketing, and your SEO may be the key to growing your digital presence and expanding your customer base.

Mark Baker

Mark Baker is a natural artist. Since starting his first business hand painting graphics onto vehicles in high school, Mark gained experience in the entertainment, sports, and retail industries before founding this company in 1993. Honest and pragmatic, Mark knows that anything can be accomplished with a great communication plan and creative thinking. 

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