Market Watch

Marketing has changed the way B2B communication is handled

Marketing is undergoing a dramatic change from time to time, mainly due to the medium it has been utilized to reach the target audience. Today, digital platforms have evolved as the lead generation medium for all sorts of business irrespective of whether it is B2B or B2C. Subsequently, marketing approaches have also evolved accordingly. 55% of B2B company CEOs have noted that refining their digital strategy has taken their business to a new level.   

Empathize With Your Prospects:   

Ramping up a B2C business is based on the connectivity a brand could make with its target audience emotionally. But, the triumph of B2B marketing entirely relies on crafting a strategy that balances both the logical and emotional approach towards the prospect. A company will show interest towards you only if they feel that they can uplift their business by choosing your service. Hence, focus on equipping you with the features that your prospect lags and feels necessary. Showcase it as your expertise and build communication around it. This way, he could be admired with your service and come forward to collaborate with you. So, before diving into lead generation, empathize with your target audience. Make in-depth research to grasp what your prospect needs to achieve their sales goals. Equip both your service and marketing strategies accordingly. In 2019, 65% of B2B companies had uplifted their business by focusing on the requirements of their target audience rather than just showcasing their expertise. They achieved this by framing their digital promotions accordingly.  

Your Website Should Communicate Better Than You:  

Your website plays a crucial role in gaining the trust of a prospect and boosting your conversion rate. Today websites have emerged as the ‘conversation starter’ between a prospect and a service provider. In B2B, 80% of companies choose their service provider based on the way their website has been crafted. If a prospect comes across a positive review about your service, he will probably jump into your site to know further about you. Therefore, your website must be crafted in such a way that it should build trust in your service.  

Enrich Your Website By Adding The Features That Are Listed Below:  

  • Your website should be rich in information that the prospect shouldn’t have heard anywhere else.   
  • Add blogs to your website as the companies with engaging blogs can drive 61% additional leads every month.   
  • Enhance the value of your website by adding case studies and testimonials, which builds trust about you among the prospect. 
  • Add call-to-action to your website, which helps the website visitor to make the next move, such as scheduling a meeting.   
  • Ensure whether your website is mobile responsive and SEO friendly. 

How Social Platforms Evolved As Major Source Of Marketing? 

Social platforms have transformed the landscape of marketing. They have emerged as the business hub where both service providers and customers meet. A company could gain profit and take its business to the next level only if it has a strong social presence. According to a recent study, in B2B, 60% of buyers find their service providers on social platforms. They are utilizing social platforms as a search engine to spot out their service provider. Therefore, you should promote your service by following the measures that work best on social platforms.  

Be active on your social handles by sharing valuable information about your products. Have a strong presence on Facebook and Instagram as both platforms comprise the majority of B2B users. Blog content works well on Facebook rather than any other platform. So, create blogs about your service that are information-rich. When it comes to B2B, the buyer will only look forward to the content that engages with him logically. So, add more statistics and relevant data, and explain how you are far ahead of your competitor’s products. Add points to your blog that give a detailed interpretation of how cost-effective your service is. Share the blog to your Facebook handle and add backlinks to your website in it. In this way, you can improve the SEO ranking of your website and generate leads through Facebook. Followformation is one of the leading social marketing firms that facilitate the process of identifying the leads and drive them to purchase your product.   

With Instagram being a visual-dominant platform, promote your service with images and videos that reflect the advantages of your service. Capitalize on the stories section, which has a 4x higher engagement rate than standard posts. Stay active on the social platforms by sharing business tips, providing solutions for the issues commonly encountered in your business, and delivering engaging videos about your service.  

The Way UGC is propelling the B2B industry:   

User-generated content is the word-of-mouth marketing of digital marketing. Though marketing has undergone many modifications over the period of time, the potential of word-of-mouth marketing remains unchanged. As B2B is completely result-driven, credibility matters the most here. If the prospect felt slightly suspicious about your service, the chances are high that he may look out for other options. You can’t lure a buyer by giving offers and take away as followed in B2C business. So, you are obliged to build trust among your prospects for which user-generated content can be utilized as an effective channel. Some businesses buy instagram reels likes also to grow their reach on the growing TikTok landscape.

92% of customers go with recommendations of the peers rather than any other form of advertising. So, build trust by promoting positive feedback from your past customers. Video testimonials can be used as a perfect tool for UGC as video consumption is increasing consistently, and all the major social platforms have become video-centric. Edit and compile the feedback videos of your past customers and roll them out in your social handles and website. This way, the prospect can believe in your service and could approach you for collaboration.  

Bottom Line:   

With the emergence of new technologies, the landscape of marketing is witnessing many transformations. Videos have become a significant part in B2B marketing as it helps to demystify the complex concepts and eases the process of persuading the customers. Thus, the digital medium is availing of a wide array of features to promote business and to get in touch with your leads.