Digital marketing is a cost-convenient, easier, and more effective way of generating leads and converting them into sales.
You can easily reach more people by spending less. Today, B2B eCommerce is flourishing and your business can prosper very well if you use an accurate marketing strategy.
But if you want a successful marketing strategy, you should write it in a documented framework. So, if you want to create a framework to achieve desirable results, use the below-mentioned steps.
Conducting Research on Target Audience
When you’re promoting your B2B business, product, or service, you keep a target audience in mind. Your target audience is business customers.
Study these businesses closely. Like their Facebook pages or websites. And regularly view their social media posts to see how they engage with their customers.
Also, understand their customers. This helps you to know how these companies deal with their customers. And the way they’re approaching their target audience.
This helps you create a buyer persona for your B2B buyer. You’ve to understand that the B2B buyer persona is very different from a typical B2C buyer persona.
Instead of demographics such as age, race, and gender, focus on other factors to create a B2B buyer persona.
These factors can include the buyer’s role in the decision-making process. These also include buyers’ needs and concerns. You also need to keep that company’s goals in mind. Conducting surveys can help you in collecting useful information for your buyer persona.
Suppose you’re a wholesaler of food and grocery items, and your target customers are grocery stores. So, you’ve to study retail grocery stores.
And create a buyer persona based on your supposed retail grocery buyer. And then design a marketing strategy to target these grocery buyers.
Buyer persona effectively helps you in generating leads and segment accurate leads.
Learn how your competitors are dealing with their customers and running and promoting their businesses.
Study how successful wholesale food and grocery distributors like Schenck Foods and Value Wholesale are operating.
Visit their websites, and social media platforms and view their marketing campaigns.
This lets you evaluate their strengths and weaknesses. You can adopt their strengths while presenting an alternative to customers that these companies are lacking.
You can design a marketing plan that sets you apart from your competitors. And you can stay ahead of your wholesale competitors.
Leveraging Omnichannel Marketing
Using multiple digital channels to reach customers is very effective in improving conversion and retention rates of customers.
McKinsey & Company is a notable global management consulting firm. According to its research, 94% of B2B buyers consider omnichannel marketing to be more effective in completing sales.
The same survey explains that B2B buyers use more than ten digital channels to communicate with the sellers.
You can easily promote your business through various digital channels. These digital channels include:
- Mobile Phones
- Search Engines
- Social Media Platforms
- Wholesale Marketplaces
Email marketing has been traditionally a very popular and successful method in digital marketing. It’s essential for generating leads and converting these leads into sales.
First, you need to categorize your leads into different segments. And create different marketing campaigns and content to target these leads according to their needs.
Good email marketing tools like Mailmunch and Mailchimp provide a large number of different email templates.
These tools also automate your email marketing campaigns. It saves you time in contacting your leads.
There are so many options to leverage your marketing by using mobile phones. You can design a B2B mCommerce mobile application. Or you can create a mobile-friendly contact.
B2B marketers can benefit by using instant messaging applications like Telegram and WhatsApp.
Create different groups with your polished leads. Share engaging content and your new offerings with these groups.
Search engines are a great source to find information on the Internet. Whenever people want to find something, they simply visit Google and write it down.
Marketing through search engines is very useful. The purpose of search engine marketing is to rank your website on top of the search results page.
There are two popular search engine marketing models: pay-per-click (PPC) and search engine optimization (SEO).
PPC search engine marketing requires you to subscribe to a model. And then the search engine displays ads for your website and its relevant pages on top. You then pay a certain amount whenever a visitor clicks on the link displayed in the ad.
On the contrary, SEO is the organic method of ranking your website on top. It includes the usage of meta tags, title tags, keywords, and backlinks.
Good SEO tools such as Ahrefs, SEMRush, and Google Analytics provide top trending keywords. You can also view your website ranking and traffic through these tools. These tools assist you in using better ways to optimize your website.
Social Media Platforms
Social media is useful to convey messages to target leads and promoting business effectively. According to IDC, 75% of B2B buyers believe that social media influences them in their buying decisions.
Social media platforms very popular such as Facebook, Instagram, LinkedIn, and Twitter. B2B marketers gain benefits in lead generation and conversion from these tools.
Design campaigns and spend a little by boosting your ads to reach more customers of your target market.
Online wholesale marketplaces have experienced huge growth in the past few years. According to Digital Commerce 360, marketplaces generated cumulative sales of $56 billion in 2021. This has made marketplaces the fastest-growing digital B2B marketing channel.
The reason is that marketplaces simplify your marketing and all of your operational tasks. You’ll spend very less subscribing to a b2b wholesale marketplace and utilizing its features. Below are some top B2B marketplaces that you can try:
A large number of B2B buyers and sellers can easily connect with each other through these wholesale marketplaces.
Producing Appealing Content
Content is very important to cater to your audience. According to the Demand Gen Report, a majority of B2B buyers rely on content during their research phase. Content influences these buyers in making their buying decisions.
Content marketing should be your priority if you want to succeed in your marketing campaign. Content can be in many forms such as articles, videos, webinars, and case studies.
B2B buyers are decision-makers who’re running businesses and dealing with customers. So, they’re smarter, having more knowledge of the industry than a typical B2C buyer.
They need content that is informative and valuable to their business. Prepare content that captivates your audience’s attention and appeals to their needs.
Strengthening Marketing Teams
You need to train your marketing teams properly to deliver good results. Educate them completely about your business. Share and discuss your marketing framework with your teams.
Different ideas can create a more effective marketing campaign. Provide necessary tools to your marketing teams for effective communication with customers.
The most important tool is a customer relationship management (CRM) tool. Having good CRM tools like Salesforce and Zoho helps your marketers to store and manage customer data.
These tools help to schedule and automate marketing campaigns. CRM also helps you to store your interactions with your customers.
Good communication tools like Skype, Zoom and Slack streamline your communication with your buyers.
We’ve guided you about important steps to create your framework for your digital marketing campaign.
Note down these steps in a documented framework. Follow this guide step by step to increase your sales and grow your business.