If you’re running a start-up B2B company that has the potential to meet the heights of the “big dogs”, you’re going to have to utilise every inch of your marketing streams.
According to a recent study, the growth rate of US digital marketing reached 20% last year, and 35% in 2021, both of which were the highest marketing spend since 2006.
As well as this, around 66% of B2B companies are planning to increase their digital marketing in 2023 – an anticipated rise of 56% – which means you have plenty of competition to be keeping up with.
With this competition in mind, what exactly are the best avenues for your company to explore? Below, we’ve compiled a list of the largely popular that other B2B companies will doubtless be taking advantage of:
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Social media is the backbone of digital marketing in 2023. With a good strategy and campaign, your company can not only engage and entertain your audience, but you can glean data that can help you in improving and attaining more traffic. Your employees will be important here, too. Utilising your own workforce for advocacy on social media is an important step if you want to spread your reach and engage more potential clients on a deeper level.
As a B2B company, it is essential that you build a relationship with your clients. This is why transparency is so important in business; with a transparent company, you can break down the barrier between buyer and seller and ensure that your customers remain happy and – most importantly – loyal.
A good, consistent website blog is one of the best ways to do this. In-depth and engaging content shows your clients that you want to give them as much information as possible, helping them to understand the values of your company, the services or products that you provide, as well as the goals you are trying to reach.
Believe it or not, email is still one of the most significant marketing channels in B2B – in a recent survey, 91% of B2B marketers said that email was their most important marketing stream. It is essential, however, that you do not rely on generic emails to grab the attention of your clients. Ensure that you prioritise segmentation and personalisation, as this will result in higher engagement and far better open rate and click-through rate statistics.
Another old-fashioned – yet no less useful – marketing avenue is direct mail. While it may seem a little outdated, as many as 70% of consumers have stated that direct mail feels more personal than online communication. Once again, just as it is important to build a relationship with your team members, it is just as important to do the same thing with your clients. If one of your clients feels that you are engaging with them personally, then you are in a far better position to form that relationship and begin to build trust and loyalty between you.
Lastly, one of the best marketing avenues remains in-person events. This is a way to break down the walls entirely and build a rapport with new and existing consumers face-to-face. By doing this, you are also advertising your values and practices to the outside world – demonstrating that you are a company that prioritises interaction, feedback and real relationships with the people you do business with.