Promoting your B2B brand may seem like a daunting task. And with so many different marketing channels at your disposal, it can be difficult to know where best to place your budget. A strong digital presence is absolutely essential in 2021 so with that in mind, we’re going to run through the best ways to get your B2B company seen online by as many of the right people as possible.
SEO & PPC
SEO is a long-term strategy that allows people to find your B2B company organically online. Combine that with a highly effective PPC campaign and you’re going to have a strong digital presence. SEO and PPC work brilliantly together because whilst their end goal is the same, they work in slightly different ways. SEO gradually positions you as a trusted authority in your industry through the creation of original and highly relevant content. Whereas a targeted PPC campaign ensures your B2B company is consistently front and centre for your chosen keywords. Both channels work together to increase your brand exposure and maximise your online visibility. You can read more about how the two channels work together in our blog ‘Should I invest in PPC or SEO?’
Content marketing is the backbone of organic search; it drives keyword rankings, helps to boost conversions, and builds brand trust and authority. Content is pretty much invaluable to those working in the B2B sector as it’s a cost-effective, simple yet highly effective way to speak directly to your audience i.e. potential customers. The majority of content you produce as a B2B company needs to be useful. If you’re already doing content marketing but aren’t seeing the results you’d hoped, ask yourself: is the content answering a question your audience might have? Is the content helping to solve a problem? Does the content contain actionable insight that your audience can apply? If the answer isn’t yes to at least one of those questions, you need to rethink your B2B content strategy.
Email marketing is a powerful vehicle for sharing your brand’s content but in the B2B sector, emails need to consistently resonate with your audience, arguably more so than those in the B2C sector. B2B email marketing should focus on logic and positive ROI. Basically, how are you going to help their business grow? And with email marketing being one of the top three lead generation sources for B2B companies, it’s not a channel to ignore.
Customer Reviews and Testimonials
Positive customer reviews and testimonials give B2B businesses a huge boost. They provide peace of mind to potential customers that you are a trusted and reliable brand. Reviews and testimonials will undoubtedly make up part of the research done by potential customers and a company without any isn’t going to come across as credible, especially if a close competitor has loads to show prospective clients.
Don’t Forget Social Media
All too often B2B companies shy away from social media because they think their logistics, construction, IT or manufacturing company isn’t very “social.” But even if you don’t have a typically social brand, it’s still important to have social media accounts set up to show potential customers that you are a real, trusted company. You’re probably never going to get a ridiculous number of followers on Twitter or have the best engagement on Facebook, but you can use these channels to showcase important business information such as opening times, phone numbers and your address. Additionally, LinkedIn has emerged as a dominant social channel for the B2B sector – 95% of B2B content marketers use LinkedIn for organic content marketing, making it the top rated social media platform for this sector.
Getting digital marketing help for your B2B company
We’re a digital marketing agency in Manchester who can help get your B2B company found online by the right people. We know it can be difficult for B2B brands to implement the aforementioned marketing channels and not every company has an in-house marketing team – which is where our expertise comes in. If you want to increase your online visibility, boost lead generation and more importantly, increase your ROI, get in touch and we’ll start talking!