In a B2B world – where 84% of marketers are using some form of social media – responding to customer demands and trends and developing the appropriate strategy is crucial.
Here are some facts we, as B2B marketers, simply can’t ignore.
Internet users perform 131 million searches a month globally and 75% don’t click beyond the first page of results.
What to do: Believe it or not, this statistic is a big deal for B2B and it screams content marketing and SEO strategy. First of all, the obvious answer is to improve SEO on your website and/or blog by doing expert keywords analysis (consider using Google’s Keyword Analysis tool) and monitoring site analytics. However, content marketing is also extremely important here. B2B marketers need to be producing content that is relevant to what the audience is searching for. In addition to keyword analysis, do some Google searching of your own for your key products and services and see what the top results are.
92% of companies who blogged multiple times a day acquired a customer through their blog, however there are 31% more bloggers today than three years ago.
What to do: CONTENT. CONTENT. CONTENT. Blogging is still a great tool for B2B marketers, but there is increasing blog competition and B2B clients who have less time to read blogs. If you are blogging daily or multiple times a day, blog posts need to be short and highly relevant. Consider integrating other marketing channels on your blog like linking to a Slideshare presentation or YouTube video. It’s time to get creative in the blogging world. Remember some tricks for converting (expert) content into social media gold – luring readers in with blog post snippets and posting during prime time hours.
80.8% of users read email campaigns on a smartphone or tablet and save the email to read later on a PC/laptop. 64% of people open an email because of the relevancy of the subject line, and for B2B marketers “money”, “revenue” and “profit” performed the best.
What to do: Are you overloading content on social media that should be in an email? Are you producing email campaigns that are mobile-friendly? Use programs that design your campaigns specifically for mobile and tablets with previews available. Produce content that a user will read later in front of his/her computer in the office. Some email programs allow you to test your subject line, however do your own analysis and determine why a fellow B2B colleague would/should open your email.
Emails that include social sharing buttons have a 158% higher click-through rate, and marketing campaigns that integrate at least 4 digital channels will have 300% better results than campaigns with only one channel.
What to do: Developing an integrated marketing strategy is no longer a priority just for B2C companies. Having an integrated marketing strategy for market-savvy B2B consumers allows for more interaction and more opportunities to showcase expertise. Connecting email to social media and social media to your website and your website back to social media creates an endless cycle of (expert) content. Put in the extra effort to create social share buttons for all your content and make sure your social media always links back to your website.
After all, lead generation is a top priority for B2B marketers, and 54% of B2B marketers generate leads for social media marketing.