Eight in ten B2B decision-makers say that rising digital expectations are a primary “external threat”. To address this issue head-on in 2020, you need to create a regular stream of content and come up with experiences that facilitate effortless interactions and engagement. Here’s how to get a head start.
Update websites
Slow and difficult-to-navigate websites passed their sell-by date long before 2020. Your webpages are a pillar of the everyday customer experience and need to provide rich content and fast loading to retain the interest of customers and prevent them from navigating elsewhere.
In addition to updating web copy for the products and services, try to come up with a customised, on-brand theme so that the look and feel of your corporate hub are unique and accurately reflect what you’re about.
Publish higher-quality content
Always start with content – everyone else does. HubSpot research shows that B2B companies spent almost half of their marketing budgets on content alone in 2019. The focus on content means that cookie-cutter output will not suffice. You need to publish added-value content capable of driving conversions and growing your brand.
B2B content needs to be more fact and research-oriented as decision-makers want to consume content that can help them with both personal and professional problems. Showcasing your industry expertise via editorials and blogs and coming through with valuable insights in social media posts can really make the difference.
Make time for video
Video marketing may seem a bit passé now after years of ever-changing YouTube and Facebook formats, but it still has its place in the B2B marketing mix as it allows brands to provide in-depth tutorials and demos. You may also want to take a look at TikTok this year – although it’s geared towards short-form clips, it does have potential for business.
If you want to change up your visual marketing this year, perhaps try infographics to deliver the data and stats that B2B decision-makers need in a digestible and easily shareable format. Live streams are another option if you want to create genuine engagement.
A few other tactics you could deploy or consider include more personalised communications, greater investment in martech capabilities, and optimised email marketing campaigns.
