Modern B2B marketing presents many unique challenges, so it's not uncommon to wonder what the most popular marketing strategies are. In the past, marketing strategies often focused on lead generation or offering services and goods that other businesses already needed. However, the advancement of technology has changed that process. Companies are overwhelmed with options, and they can now search for plenty of services suitable to their needs. So, how do you get their attention?Though the landscape is rapidly changing, many strategies have remained popular over the years with digital adjustments. Ones revolving around personal branding, social media engagement, and search engine optimization have only become more important as digital technology advances. Having said that, experiential marketing can still be quite effective in many cases. Here are some of the most popular B2B marketing strategies and their benefits.Content marketingA classic marketing method! Content marketing creates and distributes valuable content to satisfy current customers and engage new ones. 'Content' in a B2B setting can take a wide variety of forms, including white papers, industry reports, case studies, ROI calculators, and even testimonials. Whatever form it assumes, B2B content marketing aims to provide valuable information to clients and support SEO efforts in engaging new viewers. If a viewer goes online to find out more about a topic, your helpful content could lead to them discovering your business and purchasing your products or services. All forms of content marketing study the pain points of the target audience and offer solutions to these problems through their services or goods. Businesses, in particular, however, require more prolonged and considerate decision-making than the average consumer. It's important to understand that when creating content marketing for business clients, the aim is to bring awareness to a potential client's pain points and provide the right information to earn their trust.A recent survey conducted in the past two years highlighted how over 84% of 810 B2B respondents considered their content marketing tactics moderately to highly successful, with 29% claiming they were very or extremely successful. Respondents also listed several important factors in their content marketing's success, including adapting to the global pandemic, updating their website, and providing more valuable content to clients. Email marketing Email marketing campaigns are some of the most commonly employed B2B marketing tactics, due in large part because of their simplicity. With that being said, B2B email marketing often needs to be personalized and targeted, requiring lengthy research of a client company's structure and needs. The initial steps of B2B email marketing are understanding client companies and profiling the people responsible for making purchasing decisions. Directing personalized emails to these groups increases the chance of engagement significantly, turning leads into customers. You'll need to have a deep understanding of the buyer's persona. Your customers will often seek logic, facts, and proof of future positive ROI. It's often counterproductive to send generic content and format to curry their favour. Instead, try to resonate with their interests and focus on what matters to them, such as how to conserve their time, money, and resources. All this hard work pays off quite well in the end, as every US$1 spent on email marketing averages US$36 in ROI. Over 93% of B2B marketers utilize email marketing in their strategies. Furthermore, 80% of professionals think that email marketing campaigns are successful in retaining customer retention. Search engine optimization (SEO)Search engine optimization (SEO) is one of the most vital parts of any digital marketing campaign. SEO strategies aim to construct online content in a way that will likely appear in top search results. No campaign can succeed without the organic exposure SEO provides, whether it be for video content, articles, or entire storefronts. SEO marketing focuses on keyword targeting, otherwise known as optimizing keywords searched on Google, Bing, and other search engines. There are many tools to help you narrow down the most searched keywords. Creating the perfect metadata (a description attached to a search) is also essential, as search engines often extract information from these descriptions to match with search queries. Different social media platforms also use different SEO strategies. For example, platforms like Twitter and Instagram have their algorithm based on hashtags and keywords, so it's important to know how to optimize them in your posts. Video platforms like YouTube and TikTok also spread viral sounds/meme trends, many of which you should take advantage of when possible. Nearly 61% of marketers point to SEO as a vital component to digital success, which would explain why it constituted US$73.8 billion in U.S. companies' digital marketing funds. With over 53.3% of all global online traffic coming from searches, there is no questioning the perennial importance of SEO as a marketing tool. Social media marketingSocial media marketing has gained a substantial rise post-COVID. While it may not be as effective in gaining leads as other methods, it can often start your potential buyers' journeys. The main goals of B2B social media marketing are to bring brand awareness, create credibility and educate potential buyers.About 89% of content marketers have LinkedIn as their B2B social media of choice, but Twitter follows closely by 82%. Surprisingly, 27% of B2B buyers conduct their research independently, with an overwhelming 44% of Millennial buyers preferring to find their information rather than refer to a sales rep. Thus, you should share content that enhances brand expertise, humanizing your business to potential buyers. Posting regularly and engaging with audiences is the most straightforward way, but podcast marketing can also be useful in further creating a personable brand. Studies have shown that over 75% of B2B buyersand84% of corporate executives go to social media when deciding on their purchases. Leaving a good impression on social platforms in the modern era can go a long way. Social/experiential marketingWhile the pandemic has massively impacted its uses, social/experiential marketing still serves as one of the most effective ways of connecting B2B marketers to their target clients. Social or experiential marketing allows clients to create experiences with their brands, with common implementations being real-life events, product sampling, or demos. Its emotional and memorable execution makes it so effective for many consumers and brands. Traditional implementations often use public appearances, such as conferences or trade shows, to connect B2B marketers with their audience. However, virtual experiences have gained popularity with the rise of the pandemic. AR/VR technology and event apps can supplement or define future experiential marketing tactics.Over 74% of customers are more likely to purchase a product or service after engaging with it in an experiential showcase. Though it may be more cost-heavy than other tactics, the potential for relationship-building and engagement with clients is immense.Lead generationAll of the above tactics ultimately lend a hand in lead generation or identifying ideal clients to attract to your business. Narrowing down your leads is the essence of all marketing strategies, and there are many avenues to choose from. Content marketing and SEO can decide leads by viewing what clients have repeatedly interacted with your company's pages. Social media and email marketing can show the type of people engaged with your brand. Social/experiential marketing connects you to clients invested enough to attend your events or webinars.After identifying potential customers, be sure to build your relationship with them. Ease their access through your services by making effective website landing pages with clear calls to action. When they engage with your product, provide excellent and constantly-available customer service.Around 91% of marketers focus on lead generation in their marketing strategies. While calculating ROI for lead generation is difficult considering its pervasive nature, understanding how to synthesize the most effective tactics to generate leads is ultimately crucial for your brand's marketing strategy.Marketers have an overwhelming amount of tactics to choose from in 2023. While industrial changes are bound to push boundaries, these popular strategies have proven resilient and adaptable in the face of change. Keep them in mind, and you have a greater chance of going far in closing deals this year.
_About the author
Viral Nation is a new media innovation group that powers the social ecosystem through integrated solutions that align strategy, talent, media, and technology. As pioneers in the influencer space, Viral Nation is comprised of a full-service creative agency, a creator and athlete-influencer representation agency, and a technology division creating modern marketing solutions for the social media age.