In an increasingly commercialized marketplace, tailored marketing strategies are critical for sustainable business growth. With marketing wielding the ability to amplify a brand’s reach and enhance its user experience, it is necessary for brands to stay on-top of rising and dying marketing trends. To stand out and carve their own niche, brands now have to focus on forging real human connections for creating a holistic customer experience.
B2B businesses allocate a significant portion of their budget to digital marketing, which is why evolving thought processes and innovative marketing strategies has become critical. As consumer behavior continuously transforms, brands need to choose the best practices of digital marketing for B2B businesses.
With unprecedented uncertainty continuing to be an element of concern for all businesses, following are the top digital marketing trends for B2B businesses. By utilizing these marketing solutions efficiently, B2B businesses can widen their profit margins, increase their online visibility, while positioning themselves as the leading experts in their relevant fields
Digital Marketing for B2B Businesses – Top Trends
- Consolidated MarTech
- Podcasts & Webinars
- Influencer Marketing
- Featured Snippets
- Search Intent
- Predictive Analytics
A marketing technology stack, also known as a MarTech stack, is a set of tools and technologies a business merges together to manage and enhance their marketing across the entire customer lifecycle. A MarTech stack essentially facilitates the sales and marketing team to connect with consumers at different stages of their journey. The primary intention of developing a MarTech is to expand internal collaboration and conveniently analyze the impact of marketing activities, while reaching prospective consumers through innovative business strategies.
A well-rounded MarTech Stack should tackle every step of the marketing cycle, which involves defining, engaging, converting and managing their target customer. Most businesses have a marketing stack that they utilize for running campaigns and evaluating measurable marketing outcomes. However, not all businesses have a sound understanding of how to put together the perfect MarTech stack, which provides an optimal ROI.
With a variety of revenue-generating marketing tools available at the disposal of a brand, a fine-tuned MarTech stack can prove to be instrumental in helping a business secure an appropriate clientele. The defining advantage of consolidating MarTech is efficiency, as a single-view solution gives businesses the capacity to manage all their data under one ecosystem. This offers insights into the best channel for marketing and helps businesses make informed decisions for their consumers.
In 2021, developing an effective content marketing strategy is primarily about delivering meaningful content to the target audience. In a rapidly-changing marketing landscape, establishing authority and credibility is vital for B2B businesses. With 2021 being about innovation, the right combination of podcasts and webinars allows a business to interact with their consumer and get the audience to listen to them, all while enabling new consumers to find them and engage with their brand.
A rising B2B digital marketing trend, podcasts help in establishing a brand as a ‘thought leader’, which generates consumer interest for their products and services. Similarly, a webinar promotes1-on-1 interaction with a business’ consumer, which ensures that they progress through the sales funnel seamlessly. Within the realm of digital marketing for B2B businesses, both podcasts and webinars are equally important, as prospective clients want a diverse range of content for varying reasons.
Influencer marketing is one of the quickest ways to build a brand’s online presence, raise awareness and associate credibility with one’s products and services. With an industry expert or a social media personality vouching for a brand’s quality, consumers are more likely to develop an interest in the brand. In 2021, influencer marketing will continue to be one of the top digital marketing trends, as influencers are often the driving force spearheading new trends within the market.
One of the main reasons why influencer marketing tends to have a high ROI is because such campaigns have a limitless potential. A major proportion of the audience spends their time online, which is why it makes sense for brands to invest in influencer marketing. The benefits of influencer marketing usually outweigh its costs as long as a business is able to target the right audience with curated content.
By aligning their business with a credible influencer, a B2B business can expand its reach, while enabling their target audience to understand the solutions they offer. Hence, if a B2B business aims to generate leads and increase sales, opting for influencer marketing can prove to be helpful in accomplishing that goal.
Featured snippets are boxes of selective, critical information that features on the top of Google’s organic search results. This information aims at answering the user’s question concisely and is drawn from a relevant website. Featured snippets dominate the SERPs, giving a brand’s website incredible exposure and driving valuable leads. By amplifying brand visibility and attracting more eyeballs, businesses can easily grow online.
The key to earning the featured snippet position is opting for the appropriate keywords. To attract qualified traffic to their website, a business needs to curate content that targets their most valuable keywords. If a B2B business wishes to appear in featured snippets, they must answer search queries in a clear, direct manner. It is also important for businesses to follow the best SEO practices, such as improving page speed, making navigation easier, etc. as SEO optimized web pages are more likely to become featured snippets.
One of the most important B2B digital marketing trends for 2021 is understanding a consumer’s search intent. A majority of businesses overlook the importance of search intent but it is essentially the reason why online users conduct searches. With search engines evolving and shifting their focus to become more consumer-centric, it is important for businesses to present valuable information on their website. Thus, when a business fulfills their target consumer’s needs, they indirectly drive increased, qualified traffic to their page. This way, they gain relevant leads, which in turn improves their SEO ranking.
Understanding a user’s search intent is critical for keeping leads on a business’ webpage. If a B2B business offers its users appropriate information which answers their query accurately, then users won’t browse other competitor websites. Moreover, through matching user search intent and through becoming a one-stop solution, a business can build itself as a credible figure that wields authority on a specific niche.
Predictive analytics is the practice of using past and current data to forecast future trends, events and behaviors. In the world of digital marketing, predictive analytics entails the application of machine learning algorithms and statistical analysis to develop predictive models.
Once marketers from B2B businesses start utilizing predictive analytics, it becomes easier for them to identify potential customers and market products according to their purchasing patterns. With predictive analytics guiding a business’ marketing strategy, they can continue to meet customer expectations and enhance customer experience, while increasing conversions. Ultimately, data-backed consumer insights better equips marketers to create successful marketing strategies, with a reduced campaign failure risk.
A Premier B2B Digital Marketing Agency – WareWink
WareWink is a digital marketing agency that specializes in creating and executing advanced marketing strategies for a varied range of businesses. If you’re a B2B business, seeking a measurable outcome on your investment, opting for WareWink can help you gain exposure, growth and a credible customer base in a short period of time. From CRM automation, email marketing, predictive analytics, data visualization, designing consumer journeys to site optimization, WareWink’s team can help ensure a smooth, seamless execution of each process.
WareWink is known for fine-tuning each solution according to their client’s specifications. With your success being our priority, our team creates marketing strategies that work around your requirements, budget and specific industry. So, get in touch with our team to collaborate with digital marketing experts.