The future of B2B marketing will undoubtedly change drastically in the new economy; to stay on top of the future wave of business, you’ll have to begin gradually updating your existing strategy to reflect not only popular practices but an entirely new way of advertising. Through 2025, B2B data will continue to grow, and omnichannel marketing strategies will continue to evolve. These practices will help you boost your B2B SEO, build greater customer loyalty and take your marketing efforts to the next step. Rather than simply attempting to adopt whichever trends are currently popular, these strategies, when implemented properly, will become the foundation of your core marketing philosophy.
Most marketers are still relying heavily on multichannel marketing and mistaking it for omnichannel. Having a presence on social media platforms does not mean that your audience is well-connected; in fact, it’s possible that there is a total lack of integration between your social channels to the point your audience members don’t even know of or utilize others. Omnichannel marketing is all about creating a cohesive digital experience for your consumers. Buyers deliberate more in the sales funnel than they did in the past. In 2005, the average buyer only used two touch-points before making a purchase, but now, they use an average of six. Expanding, unifying and solidifying your omnichannel efforts will keep potential customers engaged and interacting with your business through every stage of the buyer’s journey. It will also ensure that existing clients have an ongoing relationship with you that provides additional value and promotes retention.
Content Will Power the Industry
B2B content will continue to be the most important element of a successful campaign. Now, with SEO being critical to visibility, businesses need to find ways to produce more diverse content that provides both time-sensitive and long-term value. This means answering relevant questions and how-to guides that demonstrate awareness of customers’ present struggles and immediate needs. But it also means adapting to the new normal and offering versatile content that will be able to be saved, shared and revisited for at least a year or more.
Unlike B2C marketing, business-to-business content tends to be produced less frequently, but that will have to change. Blogs should be produced at least twice a week, and you should be finding ways to actively connect your content on your website with social media posts. The key is to diversify your strategy and produce complementary rather than duplicate or overly promotional material. Value comes in different shapes and sizes; scale yours to suit the platform, and create an ongoing narrative that consumers can interact with from one channel to another. To optimize your content, you may consider hiring an SEO freelancer who knows how to bridge the gap between B2B and B2C marketing. You’ll be able to learn from them and continue to use and refine their strategies for years.
FOMO is something people try to avoid, but it’s also what marketers use to drive growth and conversions. The term micro-moment was coined by Google, and it refers to instances that consumers experience that cause them to pick up a device and take an action. The micro-moments outlined by Google are ‘I want to’ moments, such as know, go, do, buy. This means you’ll want to create content that specifically targets buyers who want to do something here and now. Doing so will allow your business to position itself as more than just a product or service but a real, tangible solution.