How a digital medium helps in B2B marketing?

The key aspect of B2B marketing is personal relationship.B2B decision Making Unit (Buying Center) is very complex as compared to B2C. The B2C marketing strategy won't work for B2B marketing.

In what way the digital medium will support B2B marketing?

Digital Medium Digital Medium Description
Lead Generation  Search  Identifying the target prospects through search medium is easy 
Brand Awareness  PR,  Banner Advertising,Digital Radio  Brand awareness plays a vital role in B2B Marketing. Using digital medium, it is easy to create brand awareness. Because digital medium has no boundaries 
Credibility  Website, Social Media  Product & Brand credibility & reputation can be communicated in website (Logo, Badge, Testimonial, Social Media) 
Customer Support  CRM, Chat, Email, Forum, Resource Center  B2B customers have long term relationship and the quantum of buyers in B2B is small.  It is very essential to keep the existing customer happy 
Customization  Messaging for each segment  Customized Message for different segment of prospects is easy & quick in digital medium 
Customer Feedback  Survey, Poll  It is very easy to collect customer feedback through digital 
Training  Webinar, Webcast, Social Media (Youtube)  Product & Partner training though virtual medium is easy & cost effective 

 

Email / Mailer is the best channel for Relationship Marketing

A decade back, e-mail communications are particularly used by individuals to communicate with each other. Because of better internet connectivity and technological advancement, many businesses using this channel to reach their target audience.

Why Mailer for business? – “Acquiring a new customers is much expensive than retaining a existing one”. Mailer Campaign evolved beautifully in a decade. Due to Opt-in Model & Email Regulation /Compliance (Like Can Spam Act), Mailer emerged as a powerful medium to reach the prospect’s & audience.

Moreover there are many Autoresponder tools are available in the market to run DRIP Campaigns in cost-effective manner and also comply with Can Spam Act.

Mailer Channel Advantage

  • Measurable – Email Performance can be measured (Open Rate, Response, CTR)
  • Control – Easy to manage & control the mailer campaign. It take only few minutes to a set-up mailer campiagn
  • Engage – Reliable Channel to engage with prospects & consumers in regular intervals
  • Segment & Customize – Customized Messaging can be delivered for specific mailer list
  • Cost Effective – Reach wider audience at affordable cost
  • Co- Registration – Partnering with related business for co-registration helps to expand business

Mailer Campaign Don’ts

  •  Mailer Bombarding – Bombarding with Emails to opt-in customers in short span, will result in un-subscription
  • Generalization – Sending mailer without customization & mailer list segmentation, wn’t deliver result

Search Engine Optimization – SEO is not just about keyword & ranking

SEO is a process of optimizing the content for the audience in search engine friendly way. Understanding target audience and their behavior is essential to come-up with clear SEO approach.

Why SEO? – Search Medium is a pull medium and bringing relevant audience to the website delivers more engagement as compared to other digital mediums

SEO Purpose -The purpose of SEO is to drive relevant traffic/audience to the website. Creating awareness, interest in the product & service provided.

SEO is not project, its a process -There is no end to SEO activity. One can explore new Avenue or approaches and keep expanding the audience . It is evolving process.

SEO Success is not only about “ranking” – You need not be No.1 in organic search to drive traffic for your keyword. You may be in No. 5 position and can drive more traffic. Success of the SEO is based on delivering content “what consumers are looking for” continuously.It is not the position, it is the content that drives traffic.

Social Media (Networking) is a boon …. If not managed properly, it will blemish the business

Social Networking is like a beautiful glass flowerpot. It needs to be handled with care. Social Media is many to many communications. Social Media is a great communication channel through which consumers can easily reach the business. It gives full freedom to consumers. They can easily escalate any issue to the business owners through this medium (More importantly; they are
communicating to the world).

Managing social media communication is very crucial for business. Social Media easily can tarnish the brand image due to few bad comments or postings (Even the competitor can play around
anonymously).

Business should have proper mechanism in place to handle Negative comments & communication. Else boon medium becomes bust. Social media helps in brand promotion & lead retention. It is very difficult to use social media as lead generation mechanism for B2B model.

Business can

  • Maximizing visitor engagement
  • Updating new products / services to the consumers
  • Conducting survey among the target audience & consumers
through social media.

It is better not to have sales tone in social communications. The core objective of social media should be meaningful engagement than sale. Social Media is Digital Word of Mouth (DWOM) for business with nuclear teeth. If managed properly, it speaks for you….