If you’re a business owner or a marketer, you know for sure that business and revenue growth is moved further by new clients and new orders. New client acquisition is possible online via effective lead generation, meaning that you attract potentially interested people and companies, showcase your ideal offer, and make them love your products and services.
But new client acquisition is an art on its own, getting harder in the modern, highly competitive online environment. Thus, it would be best if you were ready to impress them and approach the target customers with a well-concerted, strategically designed inbound marketing strategy.
Here are the top five strategies to include in your B2B marketing campaign in 2021.
#1 Awesome Content Generation
Bill Gates once said that content is king, and you know what? Nothing has changed since then.
No matter what product or service you sell, marketing is all about a message – written or spoken. People consume content, and after looking at your expert materials, business presentations, and other materials, they conclude your authority and credibility.
So, don’t undermine your business reputation at the initial acquaintance with the customers. Polish your materials to perfection, make them authoritative and evidence-based, include key benefits and stats about your business benefits in the promo materials, and you’re sure to generate more leads!
Remember, people pay money only to those who they trust. To increase the trust of customers online, you can use authoritative content enhanced with:
- Video tutorials
- Infographics
- Social media posts
- Research reports
- Whitepapers
- Analytical data supporting all claims and arguments
- Ebooks
- Checklists
- Templates
Though investment in the content may seem excessive, especially at the first stages of your business functioning, make sure you don’t underestimate its importance. Free and sharable expert content is key to progressive marketing, and you’re sure to feel its gains soon.
#2 SMM
There’s hardly anyone not spending a couple of minutes (or more) on social media today.
While the marketer’s golden rule is to reach out to people where they spend time and enjoy the pastime the most, SMM has enormous importance for B2B businesses today. A solid social media presence helps create a favorable reputation for the brand. It contributes to its recognizability, while the coherence of messages across social media and other marketing channels solidifies the brand’s image.
Head of Social Media Marketing at essay writing service Grademiners.com, Josh Lockman says: “SMM enables a great degree of personalization, enabling brands to reach out to clients individually. This benefit is suitable for both B2C and B2B sales, giving the potential clients the ability to subscribe to your news feed, visit your website, and find out more about your product offers”.
However, not all social media are created equal, especially for B2B marketers. While Facebook and Twitter are less efficient in lead generation, LinkedIn is praised for converting more leads into clients. The reason for this is that LinkedIn is essentially a professional network where businesses and professionals are looking for additional collaboration or recruitment opportunities. Thus, finding your next B2B client on LinkedIn is much easier.
#3 Automation
While marketing is primarily about reaching the target customers and converting them into clients, the input of your time, energy, and resources into the process also affects your B2B marketing campaign’s effectiveness. Negotiation is vital, but you try to think on automation as the same tool type.
What’s the sense of contacting 1,000 people a day if you can’t manage all those inquiries properly? Here comes the solution – automation.
Marketing automation is any modern marketer’s secret productivity weapon. A bunch of software solutions has emerged to meet the marketers’ demand for handling numerous tasks efficiently. Hence, you can take advantage of such automation solutions as:
- Automated email marketing systems with customized email sequences
- Marketing data analytics
- Conversion enhancement packages
As a result of applying marketing automation, you can save money on the marketing staff, increase your revenue, amplify the average deal size, and gain valuable insights into your target customer’s preferences and behaviors. These operations enable more precise targeting (ensuring that every dollar you spend on marketing is applied with maximum value) and create more business growth opportunities.
#4 Smart E-mail Marketing
Whatever people say, emails still work. It is the way you write and time them that affects their overall role in your marketing campaign. At present, emails remain the most powerful tool for communication with clients, informing them about new offers and products, getting acquainted with newcomers, and keeping in touch with the current customers to build stronger connections.
The vital elements of a killer email sequence are:
- A welcome email sent out to the new subscriber, informing the client about the company and its key benefits.
- Nurturing emails goes deeper into the product or service, presenting its benefits and building a more personalized connection with the client.
- Thank-you letters sent to clients after order placement as gratitude for the client’s loyalty.
- Follow-up letters for inactive clients or those stuck in the middle of the sequence and not finishing the purchase.
Use these emails carefully, think over each word you include in them, and your email outreach is doomed to success.
#5 Careful Client Management
Overall, client management is a broad category of marketing efforts, and its constituents are understood differently by different specialists.
Some see better client management in optimized web resource use, thus enhancing the users’ experience with user-friendly website interfaces, mobile-friendly resources, and robust customer support. Others envision customer management in the form of regular email newsletters and direct communication via social media. Some businesses see their mission in anticipating client desires (e.g., Amazon sending orders to clients before placing an order).
We see client management as a continuous process of customer attraction, engagement, and building long-term commitment and brand loyalty. The process is cyclical, with some customers losing interest in the brand after purchasing some product or service.
Yet, as statistics show, acquiring new clients is many times harder than re-engaging the old ones. Hence, it is the marketer’s task to keep the clientele engaged, attracting new product offerings, discounts, special deals, and product-related events.
Is Effective B2B Marketing Possible?
As you can see, marketing is a unique craft, and only a few can design a coherent, multi-stage strategy to attract new clients and build strong brand commitment. But if you follow our tips and include the mentioned aspects into your B2B strategy for 2021, you’re sure to feel the gains of this strategy soon.
Good luck!
Jilian Woods is a freelance journalist and a contributing writer with more than 4 years of writing experience. Being an essay writer at Grademiners, as well as freelance creative writer, she sees her purpose in producing and sharing relevant content with people who are willing to expand their knowledge base and learn something new.
