B2B companies face more options than ever before for marketing their businesses. In fact, year after year, that long list continues to grow.
While it’s always better to have too many options than too few, it can still be very frustrating trying to figure out which methods make the most sense for your business.
Fortunately, there are digital marketing best practices which are proven to work for B2B companies like yours.
3 Digital Marketing Best Practices Your B2B Company Must Follow
Every company is different which is why, even among B2B businesses, marketers need to customize strategies to fit their organization’s unique needs.
Still, if you start with the following three digital marketing best practices, very little customization will be necessary. Just by adopting them, you can expect to see encouraging results in the very near future.
1. Keep an Eye on Your Competitors’ Online Efforts
One of the great things about online marketing is how easy it is to track your competitors’ efforts. You can literally check in on their blogs and social media posts to get a sense for their overall strategy. All kinds of platforms exist that will show you how much traffic they’re getting, too, and what kinds of keywords they’re targeting.
Tracking your competitors in this way has been among the most popular digital marketing best practices since almost the beginning of the Internet.
There’s still a lot more you can do to track your competition, though. Specifically, you should set up Google Alerts, so you’re always made aware when they are mentioned on other sites.
This will tell you where the same opportunities for added exposure lie for your company. Chances are if a competitor is mentioned on a site, that’s a site your market visits, so you want to be there, too.
If all you do is check in on their website, you could easily be lulled into a false sense of security thinking your content marketing campaign is keeping pace when, in reality, they’re gaining backlinks and boosting their profile all over the Internet.
2. Offer a Free Assessment
Offering free tests and quizzes has long been considered one of the best digital marketing best practices for B2C companies, but there’s no reason they can’t be equally effective in the world of B2B. In short, they promise to reveal important information about prospects’ businesses. All a prospect needs to do is complete a short test or quiz and provide their contact information.
Aside from the benefit of adding another name to your email list, you will have also provided the prospect with customized content in return. So, right away, you’ve proven yourself to be a helpful asset. While it might be too early to go for the conversion, you’ve certainly started things off on the right foot. Now, all you need to do is continue being helpful until it’s time for the sales team to take over.
3. Utilize Personalization in Your Emails
Ideally, you want to leverage personalization throughout your website, ensuring as many of your visitors as possible have an experience unique to their needs.
However, it’s understandable if that kind of investment isn’t in your budget at the moment.
In that case, the least you can do is use personalization during your email marketing campaign. This can be extremely simple, like using the prospect’s first name and having it sent from one of your employees’ personal accounts.
To take it a step further, though, identify when it would make sense for one of your team members to go off-script and write a personal email to the prospect. This might come long before they’re actually ready to make a buying decision, but this kind of personalized effort can go a long way toward moving them in that direction.
Seeing Even Better Results from These Digital Marketing Best Practices
The above digital marketing best practices are aimed at helping your B2B company engage new leads and successfully nurture them into sales. While they’re all simple concepts, some of them will require more effort in order to successfully implement them.
This is where Hushly can help. Our platform makes it easy to receive accurate contact information from prospects who visit your page. As a result, our clients see increases in landing page conversions of more than 50% while actually cutting their costs significantly.
Literally, all you need to do is implement our platform. There’s no need to change anything else. We’d love to show you how simple it is by offering you a free demo.