B2B marketing strategies: how to elevate your business
We are currently experiencing a period of uncertainty and change, this has required a lot of businesses to reassess where they invest their efforts and budgets. Never has there been a more fitting time to look at alternative ways to shine a light on your business and embrace more cost effective and impactful ways to market your business online.
During the pandemic, businesses have been forced to pivot and innovate in order to thrive. So as a business who is possibly pivoting its services, how can you attract new revenue streams or simply position yourself as a trusted provider of your product / services?
It can be hard to know where to start as there is a plethora of options and noise in this arena, so we’ve pulled together some tips on how to develop and implement a digital marketing strategy.
Know your goal
Perhaps the most crucial thing to consider is what you want out of your marketing campaign. Are you looking for an increase in site visitors? Inquiries? Or simply to boost your brand visibility?
It seems obvious, but if you don’t have a quantifiable goal, you don’t know how well your campaign is performing against your targets. Set yourself something ambitious, but achievable - you can always move your target down the line.
Having an outside perspective will help you clarify your goals - bringing in external expertise can sharpen your focus. We appreciate that marketing isn’t everyone’s forte, but you will know your business better than anyone else. The expertise in Bdaily’s commercial team is like an extension to your own, so we can advise on options and help pull together a strategy that will bring results.
This applies to any marketing, but it’s particularly important to know what businesses are looking for. It’s easy to make assumptions about what you think your customers might be interested in, but often we base these ideas on our own internal perspective.
In our experience, it’s much more effective to reach out to an engaged business community and get their thoughts, this is a really effective way to inform your business decisions. We appreciate most businesses don’t have access to this, so using a trusted source can short circuit the work and guarantee a good response rate.
A great way to do this can be with a “roundtable” event, where we gather our connections - and businesses that you’d like to connect with - to discover what engages them. We can also gather intel through short online pulse surveys which gives you your insight in real time.
Strategic positioning isn’t just about building brand awareness is about having a focused approach to positioning your businesses alongside other trusted brands and authoritative leaders in a particular space.
Strategic positioning can be achieved through a number of online activities, such as content marketing, advertising, sponsorship and speaking in webinars. This can help to position yourself and your business as market leaders in your sector.
Think about where your demographic is most likely to be - both physically and online. If you are looking for a business audience you need to ensure they are engaged and active. We have spent years building up our readership and are committed to only introducing relevant brands, products and services to our audience, in order to maximise engagement levels and results.
We all know that people like to buy from businesses they know and trust, which makes approaching new customers cold more difficult.
Building up a credible reputation is essential if you want businesses to choose you - be authoritative in your subject and be a thought leader in the topic. This can take the form of advice and opinion-led pieces, reaction comments to current events, and being involved in the business community.
We work with hundreds of businesses on their content strategy to maximise their exposure in the news, boosting online discoverability and helping experts to be seen as influencers and establish credibility.
Testing and Optimisation
Once you’ve chosen a marketing strategy, it’s important to keep assessing it to check how effective it is. There is a fundamental process in any marketing and that’s the Build, Measure, Learn model - response and results always provide intelligence to help inform future decisions and test market demand.
Sometimes changing one little thing can massively affect your results - it could be a word choice that doesn’t resonate with your audience, or even an unclear design for a graphic.
Still not sure where to start? Check out our marketing options, and our team can help walk you through what will work best for you.