On a surface level, business-to-business (B2B) digital marketing may sound less involved than business-to-consumer (B2C) marketing. After all, isn’t B2B marketing more about providing lots of detail, rather than taking a more creative approach?
Well, not quite. The “business” at the other end of the B2B line is made up of people, and for our purposes that business (or those people) are our customers. They are just as apt to find a strong digital marketing tactic as compelling as a B2C customer, though perhaps in subtly different ways.
We’ve compiled a list of some of the top B2B digital marketing tactics for 2020, so that you can get ahead of the fierce competition this year and keep your B2B associates just as loyal as your external consumers. We’ve also outlined some case studies, where the tactics we talk about here were successfully put into action.
Create a User-Friendly Experience
Your website and your articles should be constructed in such a way that they are easy to navigate. Essentially, your client should have an intuitive sense of where to click when they have a question.
It may help in this case to envision yourself in the user’s shoes. Place hyperlinks to relevant articles that may be of interest, in places where the user can easily find them. Answer any questions that a new user may have while reading.
Remember, these customers are, for the most part, new to your site, while you’ve been working on it day in, day out. What’s intuitive to you may not be obvious to them, so keep it simple!
Case Study: INSITE Packaging Automation
In Snap Agency’s collaboration with INSITE, a developer of packaging automation technology, creating a user-friendly experience was key. The secondary packaging industry can be a complicated field to navigate, even for a savvy client, so we focused on creating an elegant online presence. For both loyal and prospective clients, this suggested simplicity and utility—both of which are key elements to what make INSITE’s case erectors and case sealers so useful.
Understand Your Demographic
Ask yourself what your target demographic (in this case, other businesses) may be looking for when they complete a Google search. Are the relevant keywords popping up in your articles?
A less-obvious plus of having the best search engine optimization (SEO) keywords is that they boost authority and visibility to prospective clients. This is crucial for companies who want to compete in a highly-saturated market.
Case Study: Timesavers
Snap Agency collaborated with Timesavers, an industry leader in metalworking and woodworking machines. We identified keywords that would allow an already-loyal demographic to search for industrial and sanding products, while also using high-intent keywords to appeal to new customers, such as those searching for DIY tools.
By using a combination of specific and high-intent keywords, we were able to appeal to a wide audience, and add to our target demographic in the process.
Frame Your Company’s Voice
High-quality website design (whether through visuals or through an engaging writing style) suggests high quality content or material, which helps to frame your company’s voice.
Ask yourself (while keeping in mind the previous step, “Understand Your Demographic”): who is browsing your site, and what are they seeking in terms of tone? Are your clients no-nonsense, meaning it might pay to keep your blog posts straightforward and strictly factual? Or is your audience playful, and receptive to a mode of storytelling that digresses now and then?
Whichever route you take, be sure that you are telling your company’s story in a compelling way. Providing interesting factual detail and asking questions of your reader are great ways to do this in both creative and matter-of-fact blogging.
Case Study: Wapiti Labs
Wapiti Labs, a developer of natural pet supplements, worked with Snap Agency to frame their company’s unique voice—one that advocates for both animals and their loving owners.
Through blog posts, we told the story of Wapiti’s mission, while providing plenty of eye-catching supplementary visuals. We aligned the company voice with its demographic—i.e., spoke to readers in a way that showed that Wapiti cares just as much about animals as their customers do. The result was an affectionate, playful company voice that also provided plenty of detail, addressing any questions or concerns a customer might have.
Partner With Snap Agency Today
At Snap Agency, we’ll help you create an engaging user experience for your target demographic. We’ll answer all of their questions, and more, while framing your company’s individual voice in the process. Our acute understanding of the best SEO practices will drive plenty of new traffic to your site and boost product sales.
For even more insight into how we put these techniques into action, we encourage you to contact us today. Let us help you best utilize your B2B platform, so that you can have a wealth of digital marketing success in 2020.
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