Here’s how to generate leads for your B2B company using digital marketing strategies. These are the same strategies we have applied for our B2B business in the past 20 years.
Let’s kick it off by defining what a B2B Company is. B2B or Business-to-Business refers to business model that targets other businesses as the customers.
Examples are software firms that provide business tools, accounting firms, legal firms, outsourcing companies, and distribution companies that target retail companies as the customers. With this, B2B companies apply specific strategies to reach their target market.
Let’s go through it one by one.
The first strategy is online brand building, whether that’s thru a website or social media platforms, it starts with brand building awareness campaigns.
Content marketing strategies for brand building can come in forms of educational content, freebies, or benefits of their products and services. You won’t and shouldn’t expect anything in return in the short term because it will take you a few months, or as they say, six months minimum to get you started.
For your warm audience, or some people who already know you or already know the benefits of your products or services, one should apply different level of efforts to gain their trust. Examples are posting customer testimonials or showing your credentials .
Another strategy to get into is SEO or search engine optimization.
You won’t be able to exist in Google search if you don’t apply SEO techniques for your business. Make sure to not focus on generic key words and instead focus on long-tail keywords for your certain niche. With the specific keywords, you’ll be able to attract in your target audience and provide limitations as well to who you’re reaching.
Next strategy is through Facebook Ads.
A lot of B2B companies are discouraged to use FB Ads because they think Linkedin is the better platform. I disagree with that because just like our own business, we are a B2B model and Facebook has been a very useful platform for us in the past decade. Facebook has significantly more users and business owners are on there as well and LinkedIn doesn’t have an advertising platform as sophisticated as Facebook’s. You can pull this off with awareness campaigns targeting small business owners and Facebook page admins because they are the ones who are active on Facebook. Create a custom audience for the visitors and engagers of that company. After that, run a lead generation campaign targeting the custom audience. You can also create a conversion campaign right after.
That doesn’t mean LinkedIn is not useful and can’t benefit your business.
The best way to go about it is to subscribe to their sales navigator. This is because you can send in-mail messages to your target companies and executives. It’s a numbers game but you can be successful with it if you’re consistent.
Next strategy in the list is making use of email marketing.
You can embed your email subscriptions in your website and sync it with your preferred email platform with MailChimp or ConvertKit. After that, you can also run email campaigns daily or weekly depending on your content strategy.
Last in the list is maximizing the use of affiliate or referrals.
You have to build relationships with business bloggers or business podcasters. It’s a combination of relationship building and value proposition. You can start with your inner circle until it grows.
If it is too tedious or time consuming for you to do it by yourself since it includes learning everything, you can always hire someone with general knowledge in digital marketing and start with that, unlike offline marketing which can be more expensive.
That’s about it, the strategies for you to be able to grow your B2B Company through Digital Marketing! Keep your eyes peeled for more content similar to these in the next ones.
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