The B2B industry is a lot more complicated than its counterpart, i.e., the B2C sector. The increasing number of technological advancements have enabled tech companies to expand and adopt a more digitized marketing approach. Whether you’re promoting a product or a service, as a B2B tech marketer, you must realize the value of technology marketing.
Marketing is more than just increasing a company’s outreach. It’s about identifying potential and converting it into revenue, and this is only possible if the needs and requirements of your prospects are met.
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The biggest question every B2B tech marketer has is, “Are my marketing efforts effective?” Talking about efforts, B2B companies monitor the fluctuation in lead generation and revenue to evaluate how these efforts are paying off. Keeping up with the competition is fierce, and pressure is constant. Adapting to change isn’t easy in this digital age, but it’s necessary. B2B companies should prioritize adaptability and re-evaluate their marketing strategies.
Content is a huge chunk of marketing. Without the right content, reaching the right audience is never possible. Re-evaluating the content the company is producing is the first step to noticing a significant ROI. Over the years, tech marketers have looked up to the hottest B2B trends for innovation and creativity. These trends not only help in creating effective marketing strategies but also enable marketers to predict where the industry stands in the next few years.
Let’s take a look at some marketing strategies B2B tech marketers are planning to focus on in 2020.
Planning of Marketing Strategies by B2B Tech Marketers
1. Re-Evaluating Content Marketing Budget
More than half of B2B enterprises rely on content marketing to increase conversion. You can find some interesting stats related to content marketing on Top Firms. When you’re investing more in content marketing, you’re not just investing in producing valuable content; you’re investing in success. No matter what the budget is, without enough resources and effective budget allocation, you can never achieve profitable results.
Increasing the content marketing budget would mean a boost in digital campaigns that produce profitable results, networking with visual content creators to create business content, and investing into in-depth research projects to be featured on your platform. A considerable content marketing budget allows you to produce dynamic content for different audiences and situations.
You can sponsor an event, buy ads, optimize video production, collaborate with more prominent companies, and begin influencer marketing. The possibilities are endless with a bigger marketing budget.
2. Take Over Social Media
B2B tech companies focus more on using social media platforms strategically. B2B tech marketing involves a combination of multiple PR tactics across various social media platforms. To boost brand visibility and revenue, a unified plan is carried out by B2B tech marketers.
The top 3 social media platforms work differently from one another. The potential you find on Facebook isn’t necessarily as interactive on LinkedIn. B2B tech marketers realize the difference and yet treat the platforms equally. The only difference is how they approach different audiences.
Social media is used as a lead generator. Creating a LinkedIn company profile on the platform increases your chances of acquiring a customer. Interacting with potential customers through your LinkedIn page transforms the perception of your brand. Tech Marketers recognize this tactic and use LinkedIn as a creative leader to boost lead generation.
Facebook is huge. Tech marketing on Facebook reaches a global audience even though it’s not precisely a business-centric platform. Because of its global outreach, B2B tech marketers establish their presence on the platform by sharing content, engaging with potential customers, and posting blogs.
A popular B2B tech marketing tactic is creating a huge fan following on Twitter by establishing a robust online presence. Being active in popular discussions, regularly tweeting, and keeping up with relevant trends and engaging an audience on discussions are some proven ways of building an online presence on Twitter.
The goal of every tech marketer is to be highly active across all social media platforms. You never know what might work!
3. Increasing Mobility
Everyone in the world owns a smartphone right now. Statistics reveal around 90% of smartphone users browse on their phones. Around 50% of search queries are made through smartphones, and 90% of smartphone users watch videos online on their smartphones instead. These statistics only show how important mobile optimization is to achieve success in this digital age.
It’s crucial to realize the importance of testing a website’s UI, UX, loading time, mobile optimization, and response time. B2B tech marketers are in full swing to be more mobile and to create a more responsive website.
4. ROI Generating Content
As previously said, content is a crucial part of marketing. It’s been reported around more than 90% of B2B organizations have adopted content marketing. Content includes blog posts, events, videos, newsletters, articles, case studies, and whitepapers. A documented strategy is 60% more effective in boosting lead conversion.
The purpose of content is to educate. Looking at the bigger picture, it’s evident that ROI is directly linked to the content produced. Most potential B2B customers go through the content posted and shared before interacting with the company directly.
5. Visual Production
While the text may grasp a ‘reader’s’ attention, visuals certainly catch the attention of most visitors on the page. Graphics, images, and videos simplify complex ideas. Most B2B tech marketers use visual content to communicate the organization’s message convincingly.
When it comes to technical services and products, the language used in textual format can be challenging to understand for those who aren’t familiar with technical jargon. Visual content simplifies the complexity of the prospect. Colors and animations catch attention faster than written content. Tech marketers believe that visual content is always more popular on social media.
Transforming ideas into simplified presentations, videos, and walkthroughs of the services and products make it a lot easier for the prospect to understand the point and engage effectively.
All tech marketers aim to incorporate effective tech marketing strategies into their marketing plan. Still, it’s essential to realize the importance of being updated with digital marketing trends over the years to create something new! Marketing is more than just increasing a company’s outreach.
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