Digital marketing continues to be an important part of the marketing strategy for B2C and B2B brands. But the approach may still be uncharted territory for some B2B marketers as they evaluate and are strategic in optimizing the best position and message for their brands.
People today spend more than two hours a day on a mobile device and more time on a computer. While some experts predict a decrease in computer usage, they predict an increase in mobile device usage.
Regardless of how users access to content, digital marketing remains an important strategy to reach them. To make the most of their time online, marketers need to continue to adapt their omnichannel strategies and campaigns.
B2B marketers who focus on achieving success the same way their B2C peers can learn from the strategies that B2C marketers successfully use in consumer-facing marketing.
The trifetta of telecommuting reduced marketing budgets and increased online activity emphasizes the need for B2B marketers to adopt and implement proven B2C strategies to increase reach.
1. More regulation
Shoppers expect personalized connections and a great branding experience while shopping. B2C brands tend to use an upbeat personal tone in their messages, while B2B marketing tends to take a more technical and limited approach.
While B2B customers sometimes appreciate and expect a more technical tone, B2B email marketing offers the opportunity to humanize formal communication with a more personal tone, which can lead to additional sales. The strategy also helps to cultivate connections between people and promote a better brand experience.
This is not to say that you ignore professionalism or reputation. You need to keep the decor and standards while adding personality to the mix. People value the human element and experience, and they value the effort brands make to personalize communications, empathize with potential customers’ problems and challenges, and encourage engagement or the search for more information. Don’t reject your current value propositions or messages, modify them to convey a more personal tone.
As a channel, email allows for more direct conversations. Email contacts choose to receive your communications because they want to hear from you.
Use this connection to your advantage. Take advantage of easy options to customize emails outside the “name” or “company name” fields; again, your prospects want to connect with people. Expand your personal touch by including seasonal or holiday banners in messages, express customer appreciation or even showcase your company’s personality through fun footers and signature preference messages.
2. Digital marketing contact points
Digital touchpoints such as marketing emails or SMS marketing require a long game because a typical customer can engage with 10 to 20 touchpoints before buying. However, these touchpoints allow B2B companies to build and cultivate long-term relationships with their customers and point out more interesting leads, rather than occasionally looking for buyers. However, those who are not ready to make a purchase absorb the information and store it for later use. This longer conversion time requires you to feed customers along their journey and provide meaningful insights to support your assessment.
B2B marketers using broader omnichannel strategies such as trigger-based email campaigns add a vital component to the user experience. In fact, in a Litmus survey, 33% of brands reported that transactional and activated messaging generated more than 25% of their sales.
Customer behavior and certain events can trigger physical messages. In B2C scenarios, a customer can add an item to the cart but cannot proceed with the purchase. The abandoned cart causes the system to send emails containing a sale of dog treats or whatever the customer has in their cart.
In a B2B marketing scenario, someone can register for a webinar but cannot attend one. Absence can result in a follow-up email with a survey and an invitation to speak with a representative about what was lost.
B2B marketers should also explore how their B2C counterparts are integrating insights from channels such as email into their broader content strategy. Because people spend a lot of time browsing online via mobile devices, brands that increase their mobile presence have almost unlimited access to users.
For example, consider a specific email that has proven to be particularly effective in boosting sales for anyone reading the email on a mobile device. Marketers should share a similar campaign via social marketing or SMS.
3. Relevant Content
While most B2B brands can’t leverage the type of abandoned cart campaign used by B2C brands, B2B marketers can implement something similar based on past campaigns, content, and interactions.
For example, rekindle the interest of potential customers by analyzing which content is most successful in your funnel. Based on the most downloaded content, the number of views, and social engagement for specific posts, brands can see what trend is happening in the space.
In addition, marketers can deliver relevant content at a time when consumers demand personalized experiences. Overall, 80% of customers are more likely to buy from a brand that offers personalized experiences.
In B2B marketing, this campaign does not necessarily translate into direct sales; however, marketers who follow material that is relevant and useful to a customer demonstrate value to a manager by earning the customer’s gratitude and respect. Sometimes it’s better to have an additional point of contact when collecting customer information and data to develop a lifetime customer rather than completing a one-time sale.
While B2C and B2B brands sell completely different products, B2B brands can still implement B2C marketing strategies to increase ROI and build lasting relationships with customers.
Using personalization, digital touchpoints and new campaign styles in your B2B marketing can lead to many benefits without completely reinventing the wheel.