Growth is not just a sign of success; it is also the key to survival. This explains why a business needs to be growing consistently. Doing so ensures that you are serving your share of the market. However, it also means that you are not complacent.
If you want to grow your B2B business, one of the things you can do is stay abreast with the latest marketing trends. That said, we have listed seven worth following to improve your sales and leads.
Multi-Format and Interactive Content
Why do you need to have multi-format content? It’s because it will stimulate your customer’s senses in various ways if you have dynamic content.
Moreover, your customers want to consume content in various formats. For example, others prefer visual, others audio formats, while some want to have a long read.
However, no matter what the format is, your content needs to be interactive. Therefore, you should create content that:
- Is credible and engaging
- Offers real value by solving their problems.
Finally, people need to have that they’re at the center of conversations.
Don’t just write an article for the sake of it. Your client will interact with you if you invite them to quizzes, hold demo webinars, have interactive social media discussions, and so on. Make sure that you align yourself with these brands through high-quality content and site design to generate better quality leads.
Another thing you can do is work with a reputable UX/UI designer like Michelle Dipp. That’s because they can help you craft interactive content for your website or other marketing channels.
Implementing interactive content fosters engagement and makes you memorable to your clients.
AI will keep on dominating the technology space, which enables:
- Data analysis and insight-driven decision making
- Quicker customer service via chatbots
- The automation of routine tasks like cold calling
- Streamlining the operations of your team
Ideally, your strategy should be driven by how you can apply AI to process your data. That way, you can scale up your content production and outreach. AI also helps you gain insight into your client’s needs and purchasing behavior. That way, you can serve them better and provide a customized solution.
Furthermore, conversational marketing is also changing marketing strategies. With AI, you can communicate with more context.
In LinkedIn, for instance, you can customize the topics that you discuss based on your audience’s interest. Apart from that, you can send prospects connection requests and have honest conversations with them.
Thus, AI can reduce friction when it comes to interacting with customers.
If you’re agonizing about what B2B marketing channel to use, consider omnichannel.
According to data, 74% of B2B buyers do their research online before contacting a brand. During this process, they usually look up various platforms like your website and social media channels. They also search for client reviews and reach out to relevant people for recommendations.
This means that you must have a presence on various channels while providing the same quality of content. So if you offer cloud-based customer relationship management software, it makes sense that your content is all about CRM.
We’re not saying that you should be spreading yourself thin on every channel that’s available out there. It only means that you should know your client personas and determine which channels they visit the most.
Also, don’t just market yourself on one channel. Instead, target all the channels you have.
Start a podcast where you interview CRM experts. Launch a YouTube channel where you share tutorials on how to use your software best. Make use of Instagram to share the spotlight with your employees, clients, and social responsibilities.
The upside of putting all of this effort is that your customer retention rates will skyrocket in the long run.
You’ve probably noticed how several online shops always seem to know what you’re looking for. Once you’re done browsing, random stores will be popping up on your browser or mailbox, giving relevant recommendations.
The predictive analysis makes this possible. Big brands use it from Amazon to eBay to Netflix.
You can use this to track your audience’s online behavior patterns. This allows you to predict what they’ll likely purchase so that you can recommend a relevant product to them in the future.
With predictive analysis, you can attract, nurture and retain your customers so much easier. You’ll also be able to get higher conversion rates since product recommendations are more relevant. You can also take advantage of cross-selling opportunities.
Finally, you can optimize your marketing campaigns to gain higher-quality leads.
Voice search was launched as a grocery store list aggregator. Nowadays, clients use voice search to play their favorite songs, find the nearest store, or get directions.
Voice search has become in demand these days, especially in the B2B world.
Since voice searches are sentence-based, B2B companies should use them to cater to long-tail keywords. Through this, your online content can boost its audience reach.
Investing in Paid Advertising
We cannot underestimate how vital organic search is. In fact, a brand’s online success starts with an organic search. Paid advertising complements your previous organic efforts by giving it a boost.
Meaning, organic search lets you build your brand reputation and trust with content. On the other hand, paid advertising will make your content more discoverable on search engines.
Let’s say you pay Google for your content to be prominently featured on top of search engine results pages. Then, it also increases your chances of getting more views and clicks.
Since paid ads tend to attract twice as many clicks as your organic content, you’ll likely see more of your competitors going the paid search route.
While you must generally focus on SEO, local SEO is also key to gaining online visibility for businesses catering to local clients.
A company can boost its local relevance by making itself searchable to people near them. That way, customers can easily find information about your business. This includes your contact information, client testimonials, products and services, and more.
Word of caution: Trends come and go. Sure, it is good to stay updated with what’s latest in the industry. However, consider following trends that can help future-proof your B2B business.
Guest Post By Ciara Perkins
Ciara Perkins is a content marketing specialist with more than three years of copywriting experience. She has worked in diverse industries ranging from marketing to financial services. As a content marketing specialist, her mission is to help companies embrace technology. Connect with Ciara on Twitter.