Three B2B Marketing Trends to Watch Out For
B2B marketing has seen a great evolution in the past few years. From being restricted to traditional marketing methods, B2B has evolved and become more open to outreach in digital avenues as well. Whether its social media or good old search marketing with SEO & SEM, a lot of different digital marketing techniques are being used by B2B giants.
In this race to grab more and more eyeballs, B2B companies compete in every digital marketing arena to gain traction amongst their audience.
B2B marketing simply refers to promoting the brand and product of a company to other businesses. For example, when Microsoft promotes its products to other businesses, it is essentially using a B2B (business to business) model.
Anyone with some experience of marketing would know how quickly trends and changes can disrupt the field. In digital marketing, this is even more relevant.
Digital marketers can expect new trends to change their style of working every other week. Something as simple as an additional ad format on Google AdWords or a search engine algorithm update can have massive implications on the success of a marketing campaign.
In digital marketing institutes, students are trained to remain updated with new trends. Generally, these trends are either driven by technology or consumer behaviour.
In this article, we discuss three B2B marketing trends that are changing the way companies run their marketing campaigns.
Switching to Video Content
Video is a hot new trend in digital marketing. One doesn’t need to be a digital marketing savant to know how quickly video marketing has caught fire in the digital space. B2B companies have started creating their own unique video content to build their brand profile and slowly build an engaged audience.
Businesses have begun to realize that long-term benefits in B2B marketing can only be realized by focusing on building a brand profile. Although video marketing and content may not bring actionable leads and prospects initially, they are great ways of setting up a brand profile.
Building a Content-Rich, User-Friendly Business Website
What is the obvious thing every B2B company misses while running a marketing campaign? Social media? ORM? Billboards?
In many cases, their own website.
Yes, many B2B companies fail to create a website tailored to meet their marketing objectives. This is primarily down to a failure in understanding how a website can bring in actionable prospects.
The challenge of creating a good business website is two-fold. On one hand, companies have to create quality content which is centred around topics popular in their sector. At the same time, there is a pressing need to create a user-friendly website with key attributes such as fast loading time and mobile-friendliness.
This may not seem like a ‘trend’, but the recent push in the market towards optimizing websites has made this a popular B2B marketing trend.
Customer service in the B2B sector can make or break a company’s success. A B2B company has to provide strong customer support to its clients or risk staining their name in the industry.
Chatbots have emerged as an efficient tool to manage customer service. Since the problems and queries customers (in this case businesses) can be narrowed into four or five categories in any given industry, chatbots are an interesting alternative. Automation is coming whether we like it or not and chatbots can help automate a crucial part of running a B2B business.
In conclusion, this article covers three crucial B2B marketing trends.
About the Author – Nirman Sharma is a marketing blogger and sales expert with many years of experience working at a major B2B company. He currently writes guest posts on Digital Marketing for Eduburg, known as best digital marketing institute in Delhi.