Selling products and services business-to-business (B2B) is different from selling to business-to-consumers (B2C). There is typically a longer sales cycle and you’re usually selling to a group of stakeholders from different departments, which makes the process more complex. In fact the average B2B purchase now involves more than five decision-makers. Instead of winning over just one individual, you need to cultivate group consensus within the whole account.
5 Areas to Invest in for B2B Lead Generation Success
Here are five places to invest to make your B2B marketing pay off in 2020 and beyond:
Since B2B researchers do at least 12 searches online before engaging with a website, ensuring you show up in those search results is critical to getting on the radar of your target accounts. This means investing in search engine optimization and online advertising, like pay-per-click. It also means ensuring your website is set up for successes — from creating original content that includes high-value keywords, to adding call-to-actions throughout your site that makes it easy for site visitors to take the next step.
As you may already know, email is the preferred method of communication for B2B. Today’s business consumers expect more than just communication, they expect personalization. Email is a great place to test out your personalized marketing strategies but requires some foundational work integrating your customer relationship management (CRM) tool and your marketing automation (MA) platform. If you haven’t already integrated the two, now is the time. If you have, focus your efforts on creating personalized content that matches your marketing personas and start delivering content that’s tailored to individual buying preferences.
Having a presence on social media is important for all businesses, but for B2B companies, LinkedIn tends to be the most valuable. That’s where 80% of all business leads originate and why 94% of marketers use it to publish content. Make 2020 the year you create and implement a focused LinkedIn marketing strategy, from creating and distributing content to sponsoring posts and using InMail. Check out these specific LinkedIn trends for 2020 to learn more.
If you haven’t already, 2020 is the year to invest in adding video to your content marketing efforts. In fact, 70% of B2B buyers research their potential purchases by watching videos. Consider taking some of your best performing content – like blogs or white papers – and creating a video version of the topic and adding to your website, email newsletters, social media platforms, and YouTube.
Many B2B best practices start in B2C, and chatbots are no exception. Made popular in banking, airline, and other customer-service focused industries, chatbots give site visitors another way to engage with your company and get their questions answered. Adding a chatbot to your website provides a way to guide users in a helpful way, giving site visitors a way to control the conversation while your business uncovers needs and makes valuable connections.
Find the Right Partner
Those are a lot of different areas to invest in and often require more resources and a different skill set than a typical business marketing team can provide. That’s where The Social Julie comes in. Our team of experts can help with all of these areas, from developing sophisticated social media strategies that target the right buyers to creating engaging video content that helps move targets through the buying process, we can help.