Digital technology has changed the way we communicate.
Whether scheduling a meeting or participating in a video conference, we can now manage those tasks using our digital devices—functionality that makes the everyday a lot easier. It follows then, that to be effective in B2B marketing, digital must be a central part of your approach.
A recent article in Entrepreneur magazine explains the shift to digital:
“While the traditional B2B model was about targeting the B2B buyers and purchasing managers, the reality is that today any B2B prospect employs younger managers who research online. Typically, millennials, they are digital savvy and they look up the vendor’s digital assets to develop a clear picture of the vendor’s offering.”
The article concludes that if you’re talking the researcher’s digital language—and making it easier for them to search and find your value proposition upfront—then you’ll rank higher on the consideration list of the B2B buyer, thus increasing your likelihood of making the sale.
For best results, take the time to ensure that your B2B marketing program is aligned with these digital trends.
Mobile.
To demonstrate your value to potential customers, go to where the millennial researcher is always present: Mobile. (More than 42% of B2B prospects use a mobile device at some point during their mobile journey; and 57 percent of all internet traffic now comes from smartphones and tablets.) To provide a seamless user experience, your website must be responsive to digital: How quickly do your pages load? Are your videos in vertical format? Do they have subtitles? Test drive your site and adjust accordingly.
Social Media.
Traditionally, social media was considered a lead generation tool for B2C marketing, but more B2B marketers are using these channels to target and communicate with potential prospects.
- 53% of B2B prospects say that social media played a role in their buying decision.
- LinkedIn, with its exploding use of video, is the emerging channel for B2B marketers.
Review your social media plan and identify opportunities for new customer interaction.
Content Marketing & Personalization.
As part of a smart content marketing strategy fueled by data, you can ensure you’re delivering the right message at the right time to the right audience. After segmenting your email list, further segment your contacts with demographic data, customer lifecycle positioning, lead nurturing and trigger-based messaging.
Video.
Interactive formats, like video, account for half of all mobile traffic—be sure to incorporate video into your digital presence—on your website, in blogs, on your LinkedIn page, etc. These statistics from Hubspot (April 2018) reinforce the power of video in marketing:
- 97% of marketers say video has helped increase user understanding of their product or service.
- 76% say it helped them increase sales.
- 80% of marketers say video has increased dwell time on their website.
At Shamrock, we continue to review our B2B marketing practices and recalibrate based on new trends—and digital is one of them. Our big push is in incorporating more video. What’s yours?
