Are you in need of top digital marketing strategies to boost your online presence and drive business? We have 5 techniques you can explore.
How much effort have you been putting into your digital marketing strategy?
Let's start with, "Do you have an online presence? What tactics are you using to draw potential customers to your brand through this presence?"
Having an online presence shouldn't be a formality—something to please the bosses but an otherwise idle tool.
Businesses long transitioned into the digital space and if you're not reaching them through this platform, you're missing out on a sizable chunk of your business leads. To your competitors' advantage, of course.
So, how about switching things up with the strategies we've outlined below:
1. Video Marketing
Video plays a crucial role throughout the purchase journey. It's great for attracting and educating audiences, showcasing key differentiators, sharing social proof, and communicating important updates.
According to a survey by Wyzowl, 86 percent of businesses include video in their marketing tools. More than 80 of the marketers interviewed attributed an increase in website traffic and dwell time, lead generation, and higher sales numbers to video.
As for the customer, well, 73 percent of those surveyed leaned towards video as a channel for learning about a company’s offerings. 11 percent opted for text-based articles while 3 percent preferred downloading ebooks.
What goes into a great marketing video?
- Relevance. Great videos are informed by your target audience's interests, needs, and challenges. This makes knowing your audience's desires foundational to the strategy.
- They are tailored to fit the distribution channels. The length and format of your videos need to be adapted for the platform you're placing them on.
Engaging. Even the most boring of industries can find creative ways of communicating. Consider using animations, attention-grabbing colors, and a solid script to get your message across.
Examples of video formats that attract interest among buyers include brand videos, how-to, case studies, testimonials, product demos, and expert interview videos.
2. Cold Calling
Businesses face different challenges, but the ability to drive stronger results, improve operational efficiency, and reduce costs resonates with most.
If you can package your value proposition to solve one or all three, decision-makers are likely to listen.
There is plenty of good advice and tips on cold calling, so we're going to look at the pitfalls you should avoid.
- Using a static list. Purchased lists contain very little intelligence and are a sure path to rejection. Successful cold calling relies on marketing intelligence plus real-time company info to determine which organizations to call.
- Using a generic script. Adjust your script to address the needs of individual prospects. Use marketing intelligence to determine the needs of the prospects and tailor a story that shows how your offerings can address them.
- Getting overly familiar with the decision-maker. You may have read up about them, followed them on social, or listened to them but that doesn't make you buddies—yet. Build rapport professionally and let your prospect determine familiarity boundaries.
- You don't know what you're selling. You go in with a great pitch, hook the client, and now that they want to know more about your products/services, you go blank. That's no way to earn a prospect's trust. Know your stuff, inside out.
3. Social Media Marketing
Even in the face of social media’s ubiquity, many B2B sellers haven't leveraged its power. They consider social an entertainment platform that may work for B2C enterprises but not so much for B2Bs. Others want to do more but are unsure of where to start.
Undeniably social media is a chill-out point for audiences around the globe. People connect, network, learn new things, and entertain themselves.
It’s also a platform for B2Bs to introduce their products/services, drive traffic, nurture and convert leads in a non-aggressive way. Audiences don’t feel pressured to buy but can learn about a brand in a relaxed way.
Here are some considerations for building this strategy:
- Set social media objectives. Think about your organization's business objectives and how social can help you meet them. For most companies, these objectives may revolve around boosting brand awareness, educating audiences, and strengthening credibility.
- Optimize your social profiles. Your social platforms are your brand embassy and should represent your organization appropriately. Let them reflect your brand image and include keywords, and links back to your official website.
- Build reach. As you connect with prospects and customers, go further and follow thought leaders in your and related industries as well. Share useful content and comment on your followers' posts to maximize visibility. Remember, their followers may be potential customers as well.
- Measure. What you can measure, you can refine and improve. Consider the number of visits you're getting from social? Do these visitors turn to leads? How many leads convert? What level of engagement do your posts receive? Use the information to better your strategy.
4. Strengthening Brand Authority
People buy from those they can trust. So, for purchases, they are likely to depend on a referral or a company that has proven itself trustworthy.
How do you prove your trustworthiness? Through brand authority.
Content becomes the engine that drives your brand authority, allowing potential customers to know and trust you.
Then again, simply throwing content all over the internet doesn't establish credibility or brand quality. For that, you'll need high-quality readable (written for humans) content that shows your expertise, experience, and insightfulness.
Here are some ways to strengthen your brand authority:
- Create memorable content. Your content should tackle pain points and address pressing questions people in your target market seek answers to. Go the extra mile and add a content hub on your site where people can find content without hassle.
- Distribute videos, informative slide shares, research-based infographics, and white papers that convey your company's knowledge of your industry and professionalism.
- Partner with industry experts to co-create content. It builds credibility and maximizes your exposure.
- Offer gated content alongside the high-quality ungated content visitors find on your website and social platforms. It creates the perception of higher worth and exclusivity.
5. Work On Your Landing Pages
Landing pages are an essential tool for capturing, converting, and moving leads along the sales funnel.
But for something so critical, the average conversion rate for landing pages across most industries is 4.02 percent.
Perhaps it's because B2Bs don't optimize their landing pages well enough to drive conversions.
Here are ways to improve your landing page conversions.
- Have a clear value proposition. Understandably, B2B solutions are often complex and hard to explain. Incorporate powerful emotion-evoking words that resonate with your target audience to explain what you do and the challenges your solutions address.
- Embed videos. Use visual content to communicate your value proposition and help viewers to visualize how your solutions can help their situation. Including video on your landing page may increase conversions by 12-86 percent.
- Use trust marks. Customer logos and customer testimonials add to your credibility and maybe the extra detail audiences need to know your solutions are tried and true. Add them to your landing pages.
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