How is your company’s visibility?
With more and more B2B companies focusing larger portions of their budgets on digital marketing, competition for businesses’ attention is rapidly growing. Unfortunately, increased competition leads to a decrease in visibility as customers are given more choices on where to take their business. Employing a strategy that sets you apart in the crowded B2B market is critical in ensuring that your company is being noticed. We’ve compiled a list of 5 steps to generate engagement for B2B companies.
- Ramp up your content marketing strategy.
- Use marketing automation to engage customers.
- Focus on lead conversion.
- Communicate in a personal way.
- Be present on social media.
Implementing these 5 steps into your marketing strategy will not only increase your visibility, but could also generate valuable leads for your company.
1. Ramp up your content marketing strategy.
B2B customers generally have a good idea of what they’re looking for when they start to look at content. They’ve done their research ahead of time and are looking for specific information that fits their needs. So, it’s important that the content you deliver to them features detailed information that accurately resembles what your company offers.
This doesn’t, however, mean that you can’t spice up your content. In fact, exciting and visually appealing content is preferred so that your readers don’t lose interest and leave your site. Blogging is an easy way to talk about interesting topics while drawing people into your site. Adding pictures and videos can help draw readers in and provide their eyes a break from the written text. Regardless of what you choose to write about, having quality content is the most important thing every company should focus on.
2. Use marketing automation to engage customers.
By focusing on content marketing, your company will likely see an increase in leads. While this is a great start, pushing the leads toward a sale is even more important. This is where marketing automation comes into play. Marketing automation is able to lead potential customers through the sales process with content that is relevant to them on a regular basis, inclining them to engage with your company. Having a form to collect information from people who have visited your site is a good start to building an organic email list for your marketing automation.
3. Focus on lead conversion.
While lead generation, attracting potential customers to your site, is an important first step, converting these leads into actual customers is where your focus should lie. Maintaining relevant content that engages customers and creates relationships with them will not only create customers, but create loyal customers. Testimonials and case studies provide proof of the information that you’re providing to leads, making you look trustworthy in their minds.
4. Communicate in a personal way.
The three steps discussed above, ramping up content marketing, using marketing automation, and focusing on lead conversion, will provide you with valuable information on both leads and customers. This information will enable you to personalize your messages, creating loyal customers.
5. Be present on social media.
Social media presence is now included in Google’s algorithm, playing a part in your visibility and SEO. Social media functions as customer service, promotes content, attracts leads, and is relatively cheap. As a B2B company, here are a few easy practices you can follow on social media to increase your leads:
- Use LinkedIn.
- Participate on industry forums and/or blogs.
- Refresh “old” content- don’t let that hard work go to waste!
- Follow the 80/20 rule- 80% of content is centered around information your customers find interesting, while only 20% is focused on your company.
Are you leading the way?
Having constant visibility and consumer engagement is critical in developing leads for your company. As competition increases, focusing on creating relevant content, using marketing automation, converting your leads, personalizing your message, and being active on social media will help you stand out amongst your competitors. As a B2B company ourselves, we’re familiar with the steps you’ll need to take to differentiate your company. Check out the services Biznet Digital offers that will help you build quality leads today!