1. Truly understand your buyer persona, beyond their client profile.
If you are not already doing this, it is time you got to it. To attract traffic and valued clients, it is not enough to use traditional focus groups. You will need to understand the root causes of their buying decision, and even the reasons for their willingness to recommend your products or services.
Herein lies the secret to the methodology of buyer personas. In the definition of the archetypes of real clients, with their goals and barriers, fears and desires, which will guide you to get your strategic marketing decisions right. In this article, you will find some basic keys: How to Create Personas and Map Content to the Buyer Journey.
2.Find your own trending topics to attract the client’s attention.
With your buyer personas in mind, the time has come to plan your attraction content – those who will search in Google and comment on this in Facebook. Most of them will be the most common and competitive; others not so much, and only a few, the most audacious, will harness the here and now, real time marketing, to connect with the social conversation of the time. Together with branding actions, the latter are the actions that contribute to generating a large volume of traffic.
But go beyond corporate blog articles in your marketing campaigns. An increasing number of B2B businesses are committing to podcasting (audio and video content) and to innovating on social media with graphic and audio-visual content like Instagram, among other different formats and channels.
3.Roll out your experts (employee advocacy) in blogs and on social media.
Now, whatever the format or channel you choose for your content, don’t forget that the decisive factor for success lies in your credibility for a potential client. And on this point, you will not find a more credible source than the expert professionals from your own company. In particular, when your buyer persona has expectations of technical knowledge in regard to your value proposals.
Nor will you find a better social media than LinkedIn to exert your influence in a B2B digital marketing plan. The potential of this platform for social selling and social marketing has significantly increased in recent years, going far beyond its classical capabilities for attracting or managing talent for human resources.
4. Use automation tools to personalize your interactions.
All the above will help you attract traffic and contact details of potential clients (lead generation). And the better you define your buyer personas, the more focused your trending topics are and the more credible your employee advocates, the greater the probability you will have of obtaining a high volume of leads to convert into sales.
The key will thus lie in discovering when to timely impact the user, without causing them to flee (churn increase) or criticism on social media. It is here where you will particularly need marketing automation tools. To value the quality of the leads, using their campaign analysis data, and adapting ourselves to what amounts to the purchase cycle for the user, not just for the seller, personalizing their digital experience to the utmost.
Above all if you are looking for examples of companies that make use of B2B Marketing, here you have the 32 B2B Content Marketing Case Studies for 2018 selected by TopRank Marketing.
And to end…
… The personalization of the client experience is decisive in the digital economy. When the medium is the persona, you even have reflections like that of Joe Hyland about whether the definition of B2B marketing, differentiated from B2C marketing makes sense [he talks about it being surpassed by P2P marketing – person-to-person]. So, what do you think?
Sim, claro, vender turbinas eólicas não é o mesmo que vender refrigerantes. Nem é o mesmo comercializar consultoria estratégica e assistência odontológica. Existem diferenças significativas entre marketing B2B e marketing B2C, entre o marketing dirigido a empresas e ao consumo. Mas também é verdade que existe uma coisa que ambos partilham: a urgência de incorporar competências digitais nas suas técnicas de marketing. Aqui, contamos-lhe como fazê-lo.
Especialmente em produtos e serviços com um ciclo de vendas longo, mas também em produtos com um ciclo de vendas curto; se pretende aumentar as vendas para clientes B2B, não podem faltar ações de mail marketing, marketing automation, social selling nos seus planos e, mais do que nunca, uma boa estratégia de marketing de conteúdos para atrair tráfego e gerar novos leads constantes.
Portanto, como é que fazemos para conseguir fechar as vendas? Este é um dos principais desafios de marketing para uma empresa B2B: sistematizar o plano de marketing, introduzindo os segredos do marketing digital no processo de compra de forma eficaz e rentável. Tome nota das quatro recomendações da Digital Experience que não deve esquecer para superar este desafio:
