The line between B2C and B2B marketing has been blurred with customer centric marketing practices taking hold and a greater focus on the human element.  There are however, several key strategies that B2B organizations must utilize in order to ensure successful digital marketing campaigns.

Content Marketing

Content marketing has become one of the most effective ways for technology companies to generate website traffic, leads and contact databases. A true content marketing strategy should include creation, scheduling and distribution plans. Blogs should be used to draw traffic and gated premium content such as, eBooks, white papers and case studies to convert them into leads. Capturing your visitor’s information will help you nurture them through the buying process and give you insights into their needs and interests. News releases and social media posts also play an important role in public relations and brand awareness.

Email Marketing

Email marketing, when done correctly, is still an extremely effective tool in communicating with potential clients and current customers. Leads acquired through content marketing and other inbound marketing tactics can be retargeted through email marketing campaigns. Be sure to segment your contact lists to ensure you deliver relevant messages. Email personalization and the creative use of subject lines are a heavy factor in click and open rates.

Social Media Marketing

Social media has become an important content distribution center for technology companies. “How To” blogs, product demonstration videos and infographics are key for an industry that requires clearly communicated ideas. Social media also allows you to converse with potential clients in real time. This can help build relationships and trust, both essential in the sales process. The reach of social media is worldwide and each platform has made an effort to cater to businesses. Organic reach has become more difficult as algorithms have changed to entice marketers towards paid advertising. Paid ads can be effective as long as you have content that is based on a clearly developed buyer persona.

Automation

With the varying stages of the buyer’s journey requiring different types of content, having a platform with the ability to automate these types of campaigns is an invaluable tool for marketers. Automation allows marketers to create email workflows that are set to go out depending upon what customers open, click or download.   These workflows create a drip effect for your sales funnel, enabling your marketing team to focus on content that will drive these prospects towards conversion.

Pay Per Click

The first step in creating a PPC campaign is to determine the keywords that you are going to target. You’ll want to examine the terms that best describe your product or services. You can then use a keyword generator to develop long-tailed keywords. It’s important to realize that search trends will change frequently and updating your keywords on a regular basis is essential to the success of your campaigns. Once you’ve determined the keywords you would like to target you will need to organize them into compact segments. Relevance is considered heavily in calculating your quality score so grouping your keywords accordingly will give you the best ROI. The same can be said for paid social media ads. When sponsoring content, you should group blogs and premium content together that contain similar keywords within their titles. This allows you to narrow your target demographic and lower the bid necessary to reach your target audience.

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