The Best B2B Marketing Strategy For 2021

The previous year came with an unprecedented change that businesses all around the world never prepared for. Marketing approaches known to yield massive results were almost upended, overnight, forcing businesses to seek a better alternative when it comes to marketing their goods and services.

What Is B2B Marketing?

It is a type of relationship involving two businesses, known as business-to-business marketing. In a case where a company delivers goods or services to another company or organization, they are considered B2B businesses. In other words, B2B marketing refers to the practices or strategies used to sell to other businesses.

B2B Marketing Strategies

There are tons of marketing strategies that you can implore to scale your business. Thanks to the internet, reaching your target persona has become easier than ever before. Here are a few of the B2B Marketing strategies for 2021.

  1. Social Media

Whether you believe it or not, the fact remains that social media is the core of the internet, unifying the world like never before. When it comes to the ideal social platform for B2B marketing, LinkedIn happens to be the best bet.

Through Linkedin, you can run campaigns that target specific businesses that might be interested in your product or services. Platforms like Linkedin offers you tools that make targeting your target seamless.

  1. B2B influencer marketing

Businesses are more likely to buy from a familiar face, compared to traditional ads littered around cyberspace. Influencer marketing involves using influencers to grow your brand's awareness.

It is best to work with an influencer in your niche, whom your target businesses resonate with. These influencers can be industry leaders, thought leaders, popular employee advocates, recognized analytics, and renowned figures in your industry.

  1. Email Marketing

Many businesses are dorsal when it comes to utilizing email marketing to increase conversion. Email marketing is not dead, especially when you implore the right tactics. According to Adobe, people spend a whopping four hours every day checking their emails. How many times have you checked your email today? Exactly the point.

  1. Referral Program

What if you give your current customers an incentive to refer others to your website or landing page? Referral marketing is an ancient marketing strategy that has proven potent even to this day. People are likely to take action on a recommendation from a friend, family, or a colleague at work.

  1. Search Engine Optimization

If you must scale your business into an enviable height, you need to uncover how to stay on top of Google. In case you aren’t aware, Google is the giant of the internet, and free organic traffic is something you should not overlook.

This entails adhering to some practices that improve your ranking on Google SERP, such as on-page optimization, and off-page practices such as backlinks, and social signals.

If you run a B2B business and you’re uncertain how to pursue marketing, take a breath, and call us on (718) 273-3070, or perhaps fill our contact form.

Tips For Creating Content Your Audience Will Want To Share

Online content, whether posted on a website, a blog, or a social media platform, has unlimited potential for your brand. The power of social media platforms in particular is twofold: 

When consumers interact with and share content you’ve created, they become your advocates online, serving as a digital word of mouth that indirectly promotes you. Creating and posting highly shareable content can provide you with a wider, more natural reach than paid advertising alone.

Each post should be carefully curated or designed to appeal to your ideal customer, and launched with a call to action to kickstart conversation and sharing. Before posting content to social media or your blog, ask yourself:

Is this Content Relevant?

Your audience craves content that they can relate to, that they can click on to share and add a simple “This is me” or “So true!” comment to in the space of a few seconds.  Content that is relevant to your audience will be easy to identify with, whether it is designed to commiserate with a certain type of feeling, provide a solution to a common problem, or inspire them.   

Is there a Call to Action?

Even the best content can miss out on a share if the user doesn’t think about clicking that button. Don’t forget to encourage your viewers to share your content. Remind them to “Tag a friend this applies to!” or ask “How many of your friends can relate?”

Is the Content Right for the Platform?

Visual content works best for engagement, but posting an image that works well on Facebook doesn’t mean it will work as well on Instagram or twitter. Adapt your content to make it platform friendly, and don’t forget to follow best practices for image sizing or video length. 

Is the Content Original?

While it’s easy to simply share a popular, trending meme, you can boost engagement and avoid boring your audience by adapting a popular topic to drive home a new point. Making shareable content requires being able to innovate and be creative, not just pass on whatever is the latest meme making the rounds. 

When your audience is able to both recognizes and relate to your online posts, they’ll be swift to share your content to their own feeds. An active online presence not only can raise brand visibility, but can directly impact customer retention, leading to higher customer lifetime values. It’s a type of ROI that is trickier to measure, but is not any less important for your organization. 

Importance Of Having A Strong Brand

 

When you start working with a digital marketing agency for the first time, one of the first topics of discussion you will have will be about your brand. The marketing experts will do a survey of your brand to see how strong it is and then determine what needs to be done to enhance the power and influence of your brand. But why is your brand so important? Why does it matter so much if your brand is strong?

Enhances Your Marketing ROI

There is a direct relationship between your marketing return on investment (ROI) and the influence of your brand. The ability for your target audience to identify your company logo or recognize your corporate color scheme will add legitimacy to your marketing that you cannot get any other way. When you have a strong brand, there is anticipation for your marketing that will significantly increase your marketing effect and bring you much more powerful marketing results.

Creates A Strong Customer Foundation

When your brand is recognizable in your industry, the most common default reaction to news about your company is positive. In other words, if there is negative news about your company, your organization is given the benefit of the doubt and that first impression is not necessarily bad. The strength of your brand can cause people to disregard bad reviews or even a minor controversy and allow your company to maintain is strong public image.

Anticipated Product Releases

A company with a strong brand is the kind of company that has consumers lining up at retail outlets to buy their products at midnight on the product release date. A strong brand backed up by a reputation for quality products can continue to push revenue growth to areas that you had never expected.

Vendor Relationships

Vendors want to do business with companies that have strong brands. Where other businesses might have to purchase in cash with a new vendor, your strong brand might allow you to set up a credit account, which is much better for your business. Vendors want to have their names associated with strong brands, which is why so many vendors offer strong brands marketing funds to be used for a variety of reasons.

Customer Base Response

That strong foundation of customer loyalty you build with a strong brand can be seen in action when you call on your customer base to help your business grow. When customers create their own communities around your products and want to work directly with you on product development, then you have achieved a level of brand strength that most companies would love to have. Referrals from your satisfied customers can build your business much faster than Internet banner ads, and that is why brand recognition is so valuable.

If you do a search on the Internet, you will find websites that put financial values on company brands. The ability to quantify a brand financially shows just how important a strong brand is to the success of a company. While you are working on innovative products and great business partnerships, you should continue to invest in building your brand to gain all of the benefits a strong brand has to offer.

How The Pros Maximize Digital Marketing

 

When a digital marketing professional analyzes a situation and puts together a plan, they look at the entire process much differently than people who are not as experienced. While it takes years to become an accomplished digital marketing professional, it never hurts for website owners to learn some of the very basics the pros use to get the most out of every digital marketing campaign.

It All Starts With Pen And Paper

Digital marketing professionals are experts in technology and marketing, but their primary focus is on the marketing process. Any good digital marketing campaign starts with offline planning that uses old fashioned pen and paper. It starts with outlining your goals for a particular campaign, and then zeroing in on the steps that will achieve those goals. The initial outline of any good digital marketing campaign starts with brainstorming ideas and putting together the basic structure of how the final plan will work.

Consistency Gets Results

Your marketing message for each campaign needs to be consistent in all of your digital mediums. From your website to social media pages, you need to keep everything consistent to maximize your search engine results. When you have a fractured message all over the Internet, it is difficult for your customers and Google to focus in on what you are trying to sell. Digital marketing professionals value consistency over everything else in a campaign.

Laser-Like Focus

Marketing used to be a matter of putting out a message and seeing who responded and then analyzing those responses. But with digital marketing and all of the data that is available, it is now possible to have a laser-like focus on your target audience to get very specific and powerful results. There are even tools that allow you to personalize your message for each individual person who responds to your marketing.

Work On A Strong And Positive Reputation

One of the first aspects of a company's brand that a digital marketing professional will work on is their online reputation. Even the very best online marketing campaign can fail if the only reviews that show up in a Google search are two stars. It is even worse when you have one or two five-star reviews and that is it. You need to encourage your customers to rate your business online, and you need to register your business with the various online rating websites to make sure that you develop a strong and positive online reputation. Your marketing becomes much more effective when it is backed up with a long list of five-star reviews.

It may not be your goal to become a digital marketing professional, but you can still benefit from the way professionals work when you start to plan your own online marketing. In the end, the best approach is to get a professional working for you and developing your brand. But when you understand what a digital marketing professional is thinking when they get started with their work, it helps you to gather the information that professional needs to succeed.

The Best Time Saving Marketing Tools

 

Digital marketing has been expanding at an incredible rate over the past few years, which has caused marketing professionals to look for ways to maximize their time. There are plenty of time-saving tools available for online marketing that will help you to reach a wider audience and bring in more revenue generating traffic. Website owners should become familiar with some of these tools so that they understand how marketing professionals manage to develop such comprehensive and far-reaching marketing programs.

Leadfeeder

If you have the Leadfeeder tool installed, then any traffic that passes through your website gets captured and analyzed. The Leadfeeder tool will add traffic details to your analytics software and then search the social media profiles of each visitor to find pertinent marketing information. With this tool, you ensure that you will never miss any of the details associated with the people who look at your website, but do not interact with it.

Socedo

The process of finding your ideal customers on Twitter and LinkedIn can be complicated if you do not have the right tool. Socedo is a marketing app that allows you to define the type of customer you are looking for, and then search Twitter and LinkedIn profiles to find the members of your target audience. You can collect profiles of every person who matches your ideal customer and use that information to expand your marketing reach.

Yotpo

A big part of marketing is finding ways to make sure that repeat business continues to come back to your store and act as your revenue foundation. Yotpo is an app that automatically generates online coupons and social media incentives for your existing clients based on your criteria. While you are busy taking care of your customers and trying to expand your customer base, Yotpo is generating ways to maintain repeat business and retain your economic foundation.

IFTTT

The more time-saving marketing tools are the intuitive ones that automatically react to actions your customers or prospects take online. IFTTT stands for "If This Then That" and it is an app that will not only let you know when someone tags your or you business in a picture, but it can automatically send out a message to the person who did the tagging that acts as a subtle thank you and call to action message.

Chime

Marketing professionals handle Internet notifications all day long, and the process can get confusing as well as a bit chaotic at times. Chime is an app that can host all of your notifications and give you a place to keep them organized. Instead of trying to remember which social media platform generated a particular notification, you just go to Chime and find the notification in your log.

When you save time in marketing, you also save money. There are so many ways to effectively market a brand or product that it is difficult for even the most organized marketing professional to keep track of things. But when you use the best time-saving tools available, you can access more information and get more done without sacrificing the quality of your work.

Artificial Intelligence is the Future of Digital Marketing

Artificial Intelligence, or AI, has become increasingly advanced and innovative, so much so that many modern movies have used AI as supporting or even main characters. Think Iron Man’s JARVIS or the movie Her. However, while AI technology is rapidly developing, we aren’t quite at the level movies portray. This doesn’t mean that artificial technology isn’t useful in other fascinating ways. As the relationship between artificial intelligence and digital marketing becomes more intertwined, marketers will be able to carry out their jobs more efficiently, and perhaps more effectively, than ever before.

Segmentation

With the use of AI technology, digital marketers can spend less time on certain tasks and place more emphasis on others. What tasks AI can cover largely depend on the context of the work. For example, one of the significant uses of artificial intelligence in marketing is to process big data, such as consumer information that can then be used to segment an audience. Known as Natural Language Processing (NLP), this realm of AI enables a computer to understand human language to the point where it can derive feelings and opinions as well as deliver appropriate responses.

This type of technology can be applied towards market segmentation, in which marketers focus on a specific target audience that is divided by a category such as demographic, geographic location, or interests. A narrower segment potentially calls for a more positive response to marketing as the marketing is tailored to the interests of a custom group.

Chat Bots

A basic example of NLP technology is the Swiftkey Keyboard available on smartphones, which predicts which words you will use based on your past conversations and corrects typos. This type of tech can be applied on a broader scale: chat bots. Increasingly today consumers utilize various messaging platforms such as Messenger and Whatsapp.

Consumers also communicate across social media such as Twitter and Facebook and expect to be able to communicate with businesses this way as well. In fact, according to Lithium Technologies, 78% of people who complained to a brand via Twitter expected a response within one hour. Businesses and marketers can ensure that a company is viewed as responsive, friendly, and helpful via chat bots that can help a consumer with common issues or direct them to a live person who can.

Recommendations & Email

Using AI to develop tailored recommendations is not a brand new concept. Powerhouses such as Facebook and Netflix use such technology to provide a personalized experience for a user that does not come across as too obnoxious. Amazon’s “recommended for you” section takes advantage of algorithms generated by AI to directly target a user’s interests and preferences. Knowing what interests a consumer will help marketers understand how to reach their desired audience without turning said desired audience off.

The field of digital marketing can utilize artificial intelligence to maximize email marketing with content that is personal and relevant to the consumer, reducing the risk of the consumer deleting it or marking it as spam. Artificial intelligence can sort through big data to identify key elements of a target audience’s interests or personality. Ultimately, AI will allow for very specific targeting and context-sensitive communication between marketers and consumer. This in turn produces ROI that far exceeds marketing material that lacks any sort of connection to the audience.

How SEO And PPC Work Together

For years, digital agencies have separated Search Engine Optimization (SEO) and Pay Per Click (PPC) functions into two separate operations. Both SEO and PPC require similar process to complete, but many digital agencies avoid mixing the two together.

When you work with an agency that allows SEO and PPC to work together, you will get more comprehensive results and you will be able to identify your target audience more precisely. While SEO and PPC function well on their own, they are even more effective when you put them together.

The Differences Between SEO And PPC

The primary difference between SEO and PPC is time. An SEO project is a long-term operation that constantly gathers and analyzes data and makes content changes based on that data. A PPC project is generally a short-term operation that is focused on a single goal and collects and analyzes a lot of data to be used in future projects.

Using SEO And PPC To Build Demographics

With PPC campaigns, you can create keywords designed to target specific geographic regions or other precise parts of your target audience. A PPC campaign is built around a single purpose or message, which allows you to collect very specific information about how your audience reacts to certain keywords and phrases.

The data you collect on a PPC campaign can be used to enhance the effectiveness of an SEO project. The keyword data you collect from a particular PPC campaign designed to affect a very specific audience can be used to create keywords that will reach a similar audience with your SEO information.

Regulate PPC Budgets

Since an SEO campaign is ongoing, it has a very different budget structure than a PPC campaign. With PPC, you pay for every click you get on a particular link, which can sometimes create a tight budget situation.

By using the ongoing data on keywords you have gathered from your long-term SEO project, you can be more precise in what audience you want to reach with your PPC campaign and what message you want to deliver. This allows you to get better value for your clicks, and that helps to keep your PPC budget under control.

Creating Accurate Traffic Projections

The intent of a PPC campaign is to target potential clients that are close to becoming paying customers. With SEO marketing, the process is more gradual and reaches out a broader audience. But when you put PPC data together with SEO traffic data, you suddenly start to see patterns that allow you to make more accurate traffic projections for future SEO and PPC campaigns.

The PPC side of the process will show you how your audience reacts to various keywords and advertising text, while the SEO side will show real trends when it comes to your audience's reaction to certain types of content. When you put this data together, you can get a surprisingly accurate projection on how much traffic you can expect from both PPC and SEO campaigns.

In a digital agency, there are good reasons for keeping PPC and SEO professionals separate from each other. Each group has its own way of collecting and analyzing data that is ideal for their marketing goals. But it also pays to bring the two groups together to give you the kind of accurate data you need to increase the return on investment you get with your marketing efforts.

 

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3 Ways To Strengthen Your Remarketing Program

Remarketing is the process of taking visitors who have bounced from your website and turning them into buying customers. It can be an immediate result, or remarketing could take weeks to bring in a sale. But by staying touch with everyone who expressed some sort of interest in your company's Internet presence, you will be able to maximize your revenue and achieve your business goals.

Make Immediate Remarketing Contact

When a consumer is looking for products, they will usually go through several websites before they make their final decision. If your website is one of many that a consumer is using to get pricing and product availability, then you are definitely in the running to get the business. If that consumer does not place an order on your website during their initial search, then you must respond quickly with your remarketing program to bring in that business.

It is common for consumers to go through a list of websites looking for the best price and then settle on the last website they visit to place their order. When you have an aggressive remarketing program on your website, those consumers that left your site without placing an order will start to see ads on the other websites they browse. With this kind of exposure, you significantly increase the chances that the consumer will click on your ad and place the order on your website.

Get Involved In Google's Remarketing Program

Google's remarketing program is so comprehensive and effective that it is almost impossible to describe in this article. Not only can you customize what types of customers your Google remarketing program targets, but you can also collect a lot of marketing information that will allow you to update and improve your website.

Google allows you to create marketing programs based on remarketing data from past campaigns, and Google also has several different types of remarketing programs for you to choose from. When it comes to getting the most from a good remarketing campaign, it is important that your Internet marketing firm utilizes Google.

Separate Your Mobile And Standard Website Remarketing Programs

Many website owners either try to combine their mobile and standard websites into one remarketing program, or they choose to not put a remarketing program on their mobile website at all. Since the majority of consumers access your Internet presence through their mobile devices, it would be a very bad idea to ignore the remarketing potential of your mobile website.

Work with your Internet marketing team to develop very unique remarketing plans for your standard website and your mobile site. You will want to collect different types of information for each type of site, and you will want each site to utilize that information in different ways and react differently to remarketing opportunities. The best way to maximize your remarketing revenue is to develop focused plans for standard and mobile websites.

If you are not utilizing good remarketing programs, then you are letting revenue slip away. When consumers use your website, they are doing so for a reason. While that reason may not lead to a sale at that particular moment, you can use remarketing tactics to keep your companys' Internet presence in front of interested customers and grab the revenue that you would have otherwise left behind.

 

3 Myths About Video Marketing Dispelled

Any Internet marketing expert will tell you that there is significant value in adding video to your website, but there are those nagging doubts that pop up to prevent you from utilizing videos. Every marketing process has its myths and misconception, but few myths are more damaging than the myths about video marketing that prevent website owners from investing in it. There are three myths in particular that put the most doubt into website owner's heads and those myths need to be dispelled immediately.

"Videos Cost Too Much To Make"

When a website owner throws this statement at an Internet marketing expert you can almost see the marketing expert trying to stop themselves from biting their own lip so hard they bleed. Most of the videos that go viral and get millions of views are done by smartphones under horrible conditions. Does that mean that you should make smartphone videos for your website? No, it means that people care much more about the content of a video than the production.

Anyone can make a high definition video and edit it with software as simple as Microsoft's Movie Maker to make something that can be posted on a website or on YouTube. You could make 30-second product videos that would double your sales and do quick YouTube commercials that will drive more traffic for the cost of one high definition video camera.

"I Need Actors To Make Good Videos"

We all want Morgan Freeman to narrate our corporate videos, but not every company can afford Morgan Freeman's services. The truth is that you can make a series of successful videos without ever showing a human being. Product videos do not need any human interaction and you can use one of the many free animation sites to make animated videos that are funny and informative.

The other part of this myth that needs to be dispelled is that not every person in a corporate video needs to be a trained actor. Do you have employees that are enthusiastic and like to be the center of attention? If not, do you know people like that in your circle of friends or family members? While it would be nice to hire actors to make corporate videos, it is far from a necessity.

"I Have No Use For Videos"

This is another common myth that makes Internet marketing experts want to bite their lips to avoid saying something they will regret. If you have products to sell, then you have a use for videos. If you have a website that needs to bring in new traffic on a regular basis to remain successful, then videos can help your website to generate more revenue.

The evolution of technology has made it possible for anyone to make good videos and post them to their websites. Creative people can develop entire video marketing campaigns on what look like smartphone videos and get those videos to go viral. Internet users love videos and that means that your business has plenty of use for videos.

If you are not using every possible marketing tool to draw traffic to your website, then your business is getting left behind. Videos are not only a lot simpler to make and use than you think, but they can also be extremely powerful brand enhancement tools when they are utilized by a professional Internet marketing expert.

 

What Are Long-Tail Keywords And Why Do They Matter?

Over the past several years, Google has been changing the rules associated with keyword and search results. When the Internet was young, search engines were not very sophisticated and a website could get a lot of traffic by cramming as many keywords as possible onto a page. When users started to complain about content quality, Google responded by banning keyword stuffing and altering keyword rules. When users still complained about content quality, Google decided it was time to demand quality content from a website that was pertinent to the website's chosen theme.

What Are Keywords?

Keywords are the words that users utilize in search engines when looking for websites in your industry. If you sell bowling balls, then putting keywords such as "ball" and "alley" in your content would improve where your website ranked in the search engine results. But as Internet marketing companies found ways to manipulate keywords and generate traffic without creating useful content, Google started to focus on long-tail keywords.

What Are Long-Tail Keywords?

Long-tail keywords are phrases that are commonly used in content that is pertinent to your industry. With long-tail keywords, Google is not looking for an exact match when it comes to getting users the content they are looking for. Instead, Google searches your website's content for words that fit into certain long-tail keywords that are common in your industry. When Google can match up significant portions of your content with the right long-tail keywords, then your content gets more exposure on the search engine results pages.

Why Do I Care About Long-Tail Keywords?

Instead of relying on lists of short primary and secondary keywords to determine the value of content on a website, Google has shifted to complex algorithms that are constantly generating and evaluating long-tail keywords. If your content is not finding its place among the long-tail keywords in your industry, then you are going to have a hard time getting good search results for your website.

So What Do I Do?

Utilizing long-tail keywords is something that is best left to Internet marketing professionals. The science behind Google algorithms would take a Ivy League graduate to figure out, but the way those algorithms work is the domain of the Internet marketing expert.

The primary purpose of long-tail keywords is to make sure that the content on your website has value to users. Google also uses long-tail keywords to make sure that your content is relevant to your business. If a baking website starts posting personal finance advice, then Google will know and Google will punish that website.

The challenge with long-tail keywords is that they are constantly changing and there is no real concrete rules about them just yet. Internet marketing experts spend hours each day analyzing content from various industries to determine what kind of content appeals to users the most and will click with Google's search algorithms.

For website owners, it is important to focus on relevant and valuable content and start to forget about keywords. Google wants you to inform users and offer them information that they can use as opposed to manipulating keywords just to get traffic. Focus on quality content that is relevant to your industry and you will start to make some headway in the new world of long-tail keywords.