Digital-Marketing B2B

Digital Marketing and Today’s B2B Buyer: New Rules of Digital Marketing

Digital Marketing for Today’s B2B Buyer suppliers must embrace and sustain ongoing change if they want to stay competitive in the future.

Why?

  • Over 70% of B2B decision makers prefer remote or digital interactions,
  • Over 70% of B2B buyers spend half their research time online,
  • In 2022 the average buyer uses 10+ channels as they journey through the buying process.

So, what do today’s B2B buyers want?

This is a complicated question. However, getting the right answer is essential for selling to today’s business audience.

As the B2B industry continues to evolve, digital marketing is more than a nice to have – it’s a must-have.

The last few years have intensified the need for B2B businesses to shift their focus to digital marketing. Why? Because digital marketing drives revenue.

To succeed in B2B, it’s no longer acceptable to have a subpar buying experience.

In this blog, we’ll take a look at how you can use digital marketing to create value for today’s B2B buyers and the strategies you need to employ to make sure they find you when they’re researching online.

How to Create Value for Changing B2B Buyer Needs

The way B2B buyers research, compare, and buy has drastically changed in the last five years

The days when Digital Marketing Strategies to Reach Today’s B2B Buyer would simply talk to their sales rep or meet prospective suppliers at an industry event are disappearing.

With digital at the helm, most buyers start their purchase journey online – even if they ultimately purchase offline.

In fact, recent Google research shows that on average, 67% of purchases for multiple industries were influenced by digital.

According to the same study, before making a purchase, today’s typical B2B buyer might look at online categories, perform multiple Google searches, and visit branded websites.

They look for product specifications and brand comparisons and try to find the best deals or promotions.

In fact, you could say, the B2B buying experience is trending towards a more consumer-based approach. Where the buyer conducts their own research before making a purchase – similar to the way consumers read reviews and compare products on Amazon.

Engaging modern buyers requires a more proactive approach to marketing. The right digital marketing strategies help people make and act on decisions faster. And they will do their due diligence. Digital empower today’s B2B buyer to research rapidly and make decisions in the moment.

But you need to be visible within their research phases to stand a chance of being selected.

So, how do you build a digital marketing strategy to engage today’s B2B buyers?

The Core Pillars of a Modern Digital Marketing Strategy

If you want to drive long-term growth for your business, the right digital marketing strategy is a must. With the right approach in place, you can better meet buyers at every point in the purchase journey and optimise for long-term growth.

Here are the four core pillars of a modern Digital Marketing Strategies to Reach Today’s B2B Buyer strategy:

Pillar 1: SEO

SEO (Search engine optimization) helps boost the visibility of your content. If you get it right, for B2B specifically, it helps your buyers build trust and confidence in your business and helps you drive traffic with intent: Do they want to learn? Are they ready to buy? The keywords inform this. Plus a lot of B2B terms aren’t crowded yet so it’s easier to compete for them and boost rankings.

In short, SEO is the process of optimizing your website to rank higher in the search engine results pages (SERPs) to increase the amount of traffic your website receives.

When customers are looking for products or services during the research phase, they often turn to search engines, such as Google. That’s why being found on the first page of the search results increases your chances of driving traffic to your site to ultimately convert them into sales.

SEO is the backbone of digital marketing and is made up of different elements:

  • On-page SEO – the content you see on your website including product pages, landing pages and blogs.
  • Off-page SEO – any activities that take place off the page, mostly gaining backlinks or inbound links.
  • Technical SEO – anything that involves the back end of your website and anything that affects the performance of your website such as site speed.
  • Local SEO – a local SEO strategy helps you appear for customers who are searching in your local area and drive footfall to your business.

Pillar 2: Content Marketing

Content marketing is the promotion and creation of content assets to help you generate brand awareness, traffic to your website, demand generation, and new customers. In summary, it allows you to provide value to your customers by creating informative content that helps to answer customers’ questions and solve their problems by offering your products and services.

One of the main reasons customers turn to search engines is to find knowledge about specific topics, products and services. Make sure that the content you produce and promote should match the search intent of your customers, so make sure it matches their intent at various stages of the customer journey.

But, why is this fundamental for B2B marketing today?

B2B businesses buy from those with an authoritative, trustworthy and reliable voice so you have a much higher chance of converting a prospect if they’ve seen your content and remember it – because it was helpful.

Key types of content include:

  • Blog posts – they help to demonstrate your expertise in your industry and help to generate organic search traffic for your website. It will also help you get your brand to the top of the SERPs.
  • Infographics – a visual piece of content you can use to provide information in an easy to read and digest way.
  • Ebooks and whitepapers – help to provide website visitors with more information on the problems you can solve for them.

Pillar 3: Social Media Marketing

Just like content marketing, social media is critical to B2B brands that want to boost their reputation, build trust, and increase their sales. Being consistent and building familiarity is key!

Promoting your brand on these channels is the perfect way to build brand awareness and generate sales for your business.

There are different ways you can use social media for your business:

  • Organic social media – every social media channel allows you to post organic (free) content. This will be shown to your community of followers and its reach can be limited.
  • Paid social media – channels such as Facebook, Instagram and LinkedIn allow you to create ads and pay to boost them to a targeted audience.

Social media is a great way to promote your brand, and content, increase brand awareness, drive traffic, sales and generate new leads for your business.

Pillar 4: PPC (Paid Search)

PPC, also known as Paid Search or pay-per-click, provides a way to drive traffic to your website and you only pay when someone clicks through to your website. For B2B, it allows you to target your budget towards those that are showing an intent to buy, so it’s better for ROI. You can get hyper-personalized here to make sure the ad resonates with the Digital Marketing Strategies to Reach Today’s B2B Buyer and they have a clear expectation that you can solve their challenge.

The goal of your ad is to lead searchers to click on your website and take valuable action such as purchasing a product.

PPC ads are determined by the keywords you select for your business. When searchers type these keywords or phrases into a search engine, such as Google, an auction takes place to decide which ad is shown. The ad that wins the auction is shown at the top of the search results.

Key Takeaways

So, in summary, how can you make sure you’re reaching your B2B customers effectively?

“Buyers expect education and helpful content“

B2B buyers expect to gain value from your brand. They expect free advice to help solve their key challenges. Remember, if you don’t satisfy these needs, they’ll go to a competitor.

“Don’t get comfortable with what works now“

The volume of change we’ve seen over the last few years has taught us one thing for sure: we can’t simply rely on things being the way they’ve always been. And so we can’t simply rely on the digital marketing approach we’ve always done.

“Digital marketing is even more important“

And they’ll primarily be looking for it on digital channels where they go for their research. That’s why it’s crucial for every step of the B2B buyer journey – from awareness through to building loyalty – that you have the right activity in place to drive traffic to your website and convert sales.

“Review and reposition“

Review what’s changed in your space and how your customers might have changed their buying habits, and then adapt your strategy accordingly.

If you’re unsure about digital marketing and how competitors might be reacting, request a free Digital Marketing Strategies to Reach Today’s B2B Buyer audit from our website.

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WhatsApp vs Email Marketing: Which is best for customer success

introdection : WhatsApp vs Email Marketing?

Email open rates have been dropping at your business?In this article, we will walk you through the detailed comparison between WhatsApp and Email marketing and see which works best for customer success.

WhatsApp vs Email Marketing is a necessity in the current business landscape as it determines the company’s productivity, brand awareness and customer service. Not only do online marketing strategies have a positive effect on your company’s bottom line, but they also give you an edge over your competitors. While there are several forms of marketing strategies that you can use, email & WhatsApp marketing have evolved into two of the most popular ones in 2022 and beyond.

What is email marketing?

Email marketing is nothing but using e-mails to promote your business products & services efficiently. As one of the oldest marketing strategies available, businesses often use email marketing because it is cost-effective and efficient. The best thing about email marketing is that businesses can easily collect emails of customers and prospects through mailboxes and then convert them into sales and clients. Unlike some of the latest marketing channels like social media & WhatsApp, which are based on engagement, email marketing is based on interest, so it is less time-consuming.

What are the advantages of email marketing and when should you be using it

Email marketing is still widely used by businesses across domains because it offers several exciting benefits. Some of them are listed below:

Affordable

When compared to other traditional & modern forms of marketing, email marketing can be operated at a much lower cost because there aren’t any additional costs like printing fees, banner prices (online & offline) & distribution costs.

Customization

WhatsApp vs Email Marketing because it’s based on interest, email marketing allows business owners to tailor the content according to their needs. The possibilities for personalization are endless – you can include special deals & offers according to the interests & demographics of the readers.

Scalable

One of the reasons why email marketing is still prominent is that it is highly scalable. You can create additional contact lists & campaigns for different products, demographics & geographical regions.

Reliable

WhatsApp vs Email Marketing is a permission-based marketing channel where businesses need to receive the customers’ consent before engaging with them, you can be assured that you are marketing your products to interested customers.

Testing & Optimization

Email marketing is one of the very few marketing channels that allow you to test your campaign’s efficiency in real time through A/B testing. You can send out unique messages & offers to the same target group to select the most useful campaign.

Data & Analytics

Since emails have been used for marketing purposes for a long-time, there are several tools that can provide benchmark statistics based on your domain, target demographic and other details. This allows you to make informed marketing decisions by using real data & perform custom segmentations.

Customer-Friendly

Marketing your products through email is also one of the least intrusive options because customers can read the content on their own time. It is also easier for customers to share your email campaign with friends, family members or social media profiles.

While these advantages might suggest that email marketing can be used for all scenarios, it is best suited for sharing information and newsletters with a wide range of customers. While email marketing might not generate high traffic instantly, it is proven to pull in prospective leads in the long run. Another major avenue for using email marketing is remarketing since the use of personalization allows businesses to send tailored emails to previously contacted customers. While using email marketing for customer acquisition, it’s also crucial to keep in mind that the best way to retain your customers is to make the whole communication process simple & fun.

Also read: Instagram vs WhatsApp: A detailed comparison for 2022

Disadvantages of email marketing

While email marketing provides some advantages, there are also several disadvantages to using the channel. These disadvantages outlined below remind us why email marketing is not the first choice for marketing in today’s landscape.

Low open rates

One main disadvantage of email marketing is that it has low message open rates. Since it is easy for customers to ignore emails or mark them as read even without reading them, businesses need to have strong content that is easy to understand and highly relevant to their products. Unless the subject & content is highly engaging, customers will quickly delete the email & never read it.

Delivery errors

Email marketing is a channel that has more bounce rates because there are more opportunities for errors. There are also cases where emails would not be delivered to the intended audience because they might be filtered out by service providers. So, there is a need to ensure that all the details are correct, especially when sending them in bulk, to make sure that you are not missing out on valuable customers.

Higher spam rates

Emails also have strict email filtering and spam protection policies. If your emails use spam keywords like Click Here, $$$, etc., they might be moved to the spam folder. It is also important to note that email marketing should also comply with data policy & privacy laws. Therefore, there is a need to ensure that emails are delivered to the target customer base and not unsubscribed/irrelevant users due to mistakes.

Design Issues

The design of your emails plays a crucial role in generating engagement & traffic. Since emails can be viewed on both desktops & mobile platforms, the design should be optimized for both platforms. Since this includes the font, graphics & layout that your email is using, you need to hire a good in-house designer. Only when your email design is both attractive and well-optimized, you can make sure that your customers will be enticed to open and read them.

Size & Type of Content

Since there is a maximum size limit for emails, it is important that the content you are sending doesn’t use big attachments or high-level graphics that are slow to load. If your content is heavy on video content or other images that are embedded, your customers might not be able to view the complete email properly. This can result in low engagement rates & attrition.

Subscription & Burnout

While creating email lists can be a time-consuming process, businesses can easily burn through the list of active subscribers if they fail to engage with customers. So, businesses need to periodically review and reorganize their customer lists based on recent sales, email read rates & other business metrics. This can add up to a lot of time, effort & even costs as well.

Resource Dependence

As mentioned earlier, emails need highly engaging content & excellent designs to ensure that they have a high level of engagement. There is also a need to regularly monitor the performance of each email campaign. All of these activities demand an additional specialized workforce from a business perspective. While outsourcing these tasks is an option, it does not work out well for businesses with limited resources.

Benefits of marketing on WhatsApp

WhatsApp marketing has slowly grown into one of the leading marketing options in the current digital era. A variety of companies have already used the chat application as a means to boost their sales and customer engagement. Many of the largest businesses across several industry verticals have started marketing their products using WhatsApp marketing. To gain a better understanding of how WhatsApp marketing works, you can check out our WhatsApp for Marketing blog.

Since WhatsApp has a high message-open rate, it has also become one of the preferred options for businesses that are looking to grow beyond email marketing. In addition to the high open rates, WhatsApp also offers the following benefits:

Large Reach

WhatsApp has an ever-growing customer base (more than 2 billion active users), which allows businesses to reach a wide range of audiences across various countries.

End-to-End Encryption

WhatsApp is a highly secure platform that offers end-to-end encryption for all messages. So, businesses can ensure the privacy of their customer data.

Personalized Conversations

Since WhatsApp chats are personal in nature, it allows businesses to connect with potential customers & create individualized experiences.

Marketing Automation

WhatsApp vs Email Marketing provides several options for marketers to automate their campaigns. Businesses can send quick replies & create automatic chat workflows easily to ensure excellent support. Try our WhatsApp auto reply message templates for your business communication.

Diverse Content Options

In addition to text chats, WhatsApp allows businesses to send images, audio clips, videos & locations to their customers and increase their engagement.

Catalogs & Shops

WhatsApp allows businesses to create attractive catalogs & online shops to market their products to interested customers. This can help businesses increase their engagement & sales.

Also read: WhatsApp for sales: 13 tips to boost your business

In-App Payments

Unlike many other marketing channels, WhatsApp business allows businesses to process payments through the WhatsApp chat application itself. This will enable businesses to create a seamless experience.

Data Analytics

WhatsApp allows businesses to capture data using customized reports & analyze the data efficiently for unique insights.

4 major differences between WhatsApp marketing and email marketing

When we compare both email & WhatsApp marketing, we can clearly see that there are several similarities between both the channels. Both channels have strong privacy policies and both of them require user consent. Both of the channels also allow the use of different types of media files for marketing purposes. However, there are some fundamental differences that make businesses prefer WhatsApp over emails. They are:

Message Open & Engagement

One of the most striking differences is the huge difference in message open rates between both platforms. WhatsApp’s 98% message open rate completely dominates emails open rates which stand at around 20%. This makes it one of the perfect platforms to be used in all sorts of direct & indirect marketing strategies. While some customers may not open emails, they will definitely check their messages & WhatsApp notifications.

Speed & Reach

Since WhatsApp has one of the largest active users in today’s era, businesses can rest assured about their brand exposure. This large user base combined with a high open rate assures speedy delivery & engagement. Customers are also more like to respond to  WhatsApp messages as they will open the message and read the content more thoroughly. This allows brands to generate important marketing data that allows for future optimizations.

Junk & Spam

It is well-known that there are a lot of missed opportunities when it comes to email marketing. A common email address mistake or content-related error can result in the message being marked as junk or spam. This wastes a lot of effort from a business perspective. Since business owners can view the customer’s profile in WhatsApp, it greatly minimizes the risk of mistakes. WhatsApp’s double tick & blue tick feature, which shows that a message has been delivered & read respectively, also adds value as it assures that the message is delivered to the right customer.

Resource Dependence

We’ve already seen that the design of an email plays a major part when it comes to its efficacy. However, this isn’t the case with WhatsApp. WhatsApp messages are mostly instantaneous and can also be informal in tone, so they aren’t as resource intensive as emails. Also, WhatsApp allows businesses to integrate all types of content (including photos & videos) efficiently and not worry much about the size of the file.

Also read: Top 10 Advantages of a WhatsApp Business Account

Start marketing on WhatsApp with ChatPro today!

We can clearly see that WhatsApp currently offers much better reach and engagement in today’s market. This makes it a must for businesses that want to grow beyond domains and borders. However, marketing with WhatsApp might be a complicated process for many business owners. To circumvent this complication and get guided assistance, you can partner with ChatPro, a WhatsApp Business Service Provider that excels in providing WhatsApp workplace solutions.ChatPro has extensive experience helping businesses from various domains including real estate, travel & education market their products/services through WhatsApp. Create your free trial account here .

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Email Marketing

Why Email Marketing?

No matter what type of organization you run, email marketing can help you connect with and grow your audience and convert prospects into loyal customers – at a fraction of the cost of most other marketing channels.In fact, email marketing is really about building relationships with potential customers. The goal should be to make a connection, build a relationship.

In fact, email marketing is one of the most effective marketing channels that exists. Did you know that for every $1 you invest in email marketing you get $44 in return?we’ll review the best autoresponder options available depending on various budgets and business needs.

Email marketing allows you to build relationships and brand recognition, further educate your email subscribers, and promote events and sales.

Plus, it’s easy to align your email content with social media. And with the right tools and support at your fingertips, you can achieve all of that – no design or coding experience needed!

Email marketing is a strategy used to promote a product or service by sending an email message to a list of subscribers.

Email marketing is a quick and efficient way to reach out to a large number of people. It enables marketers to share messages with individuals swiftly and efficiently. One major disadvantage of email marketing is the ability of subscribers to unsubscribe from the lists at any time.

Email marketing can be used for many things, such as promoting products and services, collecting customer feedback, and communicating with existing customers.

Some of the benefits of email marketing are that it is cost-effective, it allows for personalization, and it can reach more people than other types of advertising.