As the noise of the Internet gets louder and louder your brand has to stay scrappy with its B2B marketing strategies. People are inundated with images, media, spam, and ads by the thousands every day. So how do you cut through the noise and grab potential leads?
There are multiple guides and “how-to’s” when it comes to business leads. But here are some hot trends to consider for your B2B marketing strategies in 2019.
Blogs and Microsites
Are you looking for focused interaction with your potential clients? Start a blog or microsite! Blogs not only create an image of authority for your brand, but they can also provide a HUGE return on your investment.
People are constantly searching for information, and your business can be a source they learn to trust.
One famous example is when Xerox launched a microsite to help businesses. They called it “Get Optimistic.” Combined with an email campaign, it not only increased readership but it resulted in a $1.3 BILLION in pipeline revenue! And they weren’t the only ones.
Email Marketing: Shift From Manual to Automatic
Email is the veteran in the room. It’s been around for over two decades. It works.
It works better with automation.
How so? First and OBVIOUSLY, it reduces your workload. You’re now working “around the clock” without actually working around the clock.
Marketing automation tends to your cross-sells, up-sells, and follow-ups. It tracks your metrics and gives you cold, unbiased reports.
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These facts and figures will circumvent uncomfortable conversations with fragile egos or meetings that might seem political. In short, this is one of those B2B marketing strategies that keeps everyone accountable. That’s because numbers don’t lie.
Plus, your staff’s time is freed up to pursue more innovative endeavors.
Discover more about the details of automation.
Attack of the Chatbots!
This is one of those B2B marketing strategies that might seem slightly out of left field. However, the rise in chatbot technology presents a huge opportunity for customer engagement and lead generation. How so?
Chatbots are designed to receive customer feedback and guide users through your site. Metaphorically speaking, a chatbot is a robot butler that leads your customers to the dinner table.
In the last five years, AI and chatbots have developed into seamless additions to Facebook Messenger, WhatsApp, Viber and others. No more need to download yet another one-time-use company app. Now users can simply “@” you inside the chat window and the bot does the rest.
HubSpot made a great case by stating, “All any buyer wants is the most direct line between their problem and a solution.” Read about the inevitable future here.
Video: The B2B Marketing Strategies’ Ringer
Salesforce.com discussed the impact video makes and conducted their own research into the results. And these results should light a digital fire under you.
When embedded in an email marketing blast, video increased click-through rates by 300%. Moreover, using video reduces unsubscribes by 75%. And simply inserting the word “video” into a subject line increases open rates by 19%.
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With video you can provide links to your site plus a call to action. Straight up, any video under 90 seconds improves performance. Period.
In fact, YouTube is now the second largest search engine in the world. THE WORLD.
Pop Culturalists and News Junkies Unite!
At the 2013 SuperBowl outside San Francisco, The new 49’ers stadium suffered a severe blackout that paused the game for 34 minutes. During this time, companies like Oreo and Tide instantly capitalized on the moment.
Tide Tweeted, “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower.” Even though the event had nothing to do with Tide, they garnered a massive amount of social traffic.
Moral of the story? Be a NewsJacker. Find a big story early in its news cycle and ride the wave. Even if it doesn’t directly relate to your business it shows your company is current and in the know.
However, be careful which stories you choose. They can backfire. But when people are thirsty for more information on a headline, they will find you there adding commentary.
B2B Marketing Strategies Call for Your Creativity
Use these trends to propel your B2B marketing strategies into a more profitable space. Be creative, be aware, and try things out that normally seem outside of your comfort zone.
This will invigorate your business’s creativity and undoubtedly create stronger lead generation. Contact us and let us show you how!