Never underestimate the power of knowing your audience.
Understanding our clients is transformative for our Milwaukee and Chicago businesses. As the owner and operator of a digital marketing firm, I regularly meet face-to-face with my clients to ensure I am staying in touch with their needs. By meeting regularly, I learn first hand of their growing needs that can be addressed by digital marketing trends. Implementing strategies to capitalize on these trends quickly and efficiently, is the difference between effective marketing and wasting your time and money. To help you market your company, the following are some current B2B digital marketing trends.
1.) Personal Experience
Ask yourself “how is my target audience going to personally experience my digital presence?”. Will it be enjoyable? Will it prove valuable? Or are you alienating your prospective leads before you get them?
Your company’s digital information should be easily accessible and user-friendly. Often, B2B marketing has the reputation that dealing with clients instead of customers is different. It does not have to be as appealing as B2C techniques and content doesn’t have to be provocative.
That is simply untrue.
The most recent research conducted by Content Marketing Institute shows that 51% of B2B marketers in 2016 prioritized visual content marketing. Something that previously would have been thought of as a B2C marketing technique. In B2B marketing all platforms that present content should have the same appeal as in B2C marketing. A key characteristic of this trend is keeping the emotional appeal with social media versus being overly information oriented.
2.) Collaborative Sales and Marketing teams (“Smarketing”)
Having a clear and defined message in all of your communication is crucial.
Forbes identified collaboration and alignment across marketing and sales as an “obvious” need when reviewing new trends earlier this year. At Autumn Consulting I emphasize with my clients the importance of sitting down with the sales and creative marketing of their company to make sure the message is clear across all mediums. When the sales force is reiterating what is already on social media platforms it establishes credibility for the customers.
3.) “Shareable” Content Marketing
Is your content good enough to be shared?
Your greatest persuasive tool will always be the testimony of family and friends that perspective leads to trust. When leads share your online content, they are endorsing your product to a larger audience. This is why a key trend with B2B marketing is creating shareable content. Reconstructing ineffective posts that are information-heavy and unexciting, with shareable content that contains the same valuable information in a visually exciting and user-friendly way, offers unique value to the prospect. Like Ronell Smith points out, less content with more impact is far more effective. Having shareable content such as a video, newsletter or infographic that is presented in an exciting form will go a long way with customers and keep them in tuned-in to your company.
These 3 methods are tried and true. Autumn Consulting is always looking for ways to improve our mode of operations and quickly responding to measurable market trends is key to our success. Through Autumn Consulting’s collaborative style, we help our B2B clients increase their qualified prospects by zeroing in on the “right” marketing messages. Let my team and I work along side you to incorporate these marketing trends and optimize your online platforms.
Let’s start a conversation about your business. Call Nathan Misirian at (224) 802-9009 or email him directly at email@example.com.