Thinking of a leading company in your sector? Maybe diverse business come to mind, originating from various markets. Companies that tend to have global communications strategies, focused on having a presence in these markets and other more specific strategies, adapted to the scope of each channel, retail or online, for B2B or B2C customers.
A digital strategy adapted to the market or B2B (Business to Business) channel, requires keeping in mind a range of variables, which possibly change for a B2C (Business to Consumer) market. The B2B market is smaller, professional and specific and has cycles and purchasing and decision processes which are often much slower, much more characterized by deliberate decisions that may require to adapt tailor made Digital Strategies completely. At all times the Digital Channel strategy should help to consolidate the commercial strategy and your traditional sales actions.
If you’re thinking about making a dent in your market and want to take action to attract new potential customers, we offer a number of useful tips to outline the most appropriate Digital B2B Strategy:
1. CARRY OUT A PERFORMANCE AUDIT OF GLOBAL CHANNELS
To know which point you are at we advice that you carry out an audit in the different channels your company and also your competitors have a presence. This will allow you to evaluate and analyze the process in a global manner, identifying the points which you need to act on. It will also allow you to benefit from the synergies between channels to turn your company into a more efficient and competitive business.
2. DEFINE THE MOST EFFICIENT COMMERCIAL AND MARKETING STRATEGIES
Once this situation has been analyzed it is easier to determine the most appropriate commercial actions to be carried out in each case, and to establish the best marketing strategy to follow. Important points such as purchasing frequency or the frequency with which your customers interact with your sales channels are the basics to confront the marketing/commercial strategy to follow.
3. IDENTIFY YOUR POTENTIAL CLIENTS
One of the key points of your B2B strategy, like for all strategies, is to establish your target audience. To do this, we advise that you identify potential customers through social media and directories of companies for example: Linkedin, Masterseek or SourceTool.
4. TAKE CARE OF BRANDING AND YOUR DIGITAL IMAGE
Taking care of branding is an indispensable and essential key principle for any Communication Strategy and is the best cover letter for a company or business. A careful brand image conveys valuessuch as quality and innovation and, of course, it will also help you sell. As well as attractive and visual, the content should be relevant and bring value including success cases and all interesting data which offers the must valued to the service offered.
As well as the usual B2C Strategy, having a website to focus all of the information is vital. As it can be relevant, define a landings or microsites strategy specific to different lines of business.
5. SEO ON PAGE TO CREATE A VISIBLE AND POWERFUL BRAND ON THE ONLINE CHANNEL
Working the SEO of your website well is vital to increase the visibility of your brand. A Positioning Strategy adapted to the keywords most relevant to your site will help your clients who find you through their searches. Because of this it is important to establish the structure of your website in terms of the most prominent keywords.
6. CONFIGURE GOOGLE ANALYTICS AND GOOGLE WEBMASTER TO MEASURE YOUR RESULTS
Today various systems exist to make your website and we advise you to do it with a CMS content manager. WordPress, Joomla or Drupal are some of the most used and allow you to manage information in an efficient manner. The next step consists of configuring your Google Analytics CMS and Google Webmaster Tools to measure the activity and traffic website. With this you will have valuable indicators and information on what to do to improve your results. Which you should keep doing and stop doing in your Digital B2B strategy.[/one_half][one_half_last]
7. BECOME A BENCHMARK IN YOUR SECTOR BY SHARING VALUABLE CONTENT ON YOUR BLOG OR SOCIAL MEDIA
Linkedin is the ideal social media for Digital Strategy focused on the B2B channel. On this social media you can share all kinds of interesting content on your business, but also you can talk about any theme that is relevant for your company sector. Share valuable content with your potential audience, for example in your corporate blog, with content which resolves potential problems with those who can find it, it will make you an interesting and prominent benchmark in your sector.
8. HIGH DIRECTORIES TO BUILD THE OFFPAGE SEO
There are a large number of directories where you can put up your business and help you build your Offpage SEO. You can start with Google Places and Google My Business and continue growing the list with all kinds of directories which help you build a strong position and improve the SEO.
9. PREPARE CORPORATE ELEMENTS ADAPTED TO DIFFERENT CHANNELS
To have success with a Digital B2B Strategy, you should have elements adapted to the digital channel. To offer your B2B services on the Online Channel it will be a big help to have corporate elements like a descriptive PDF of the company which clients can download easily which is adapted to the language and digital channel. An infographic on some of your services, can be an interesting explanatory tool to make your online channel stand out.
10. FIND THE BALANCE BETWEEN ON AND OFFLINE COMMUNICATIVE ACTIONS
Attending networking events, have a voice in reference portals in your industry or in the specialized press, through sponsored ads or collaborators, are some of the actions which you cannot forget if you want to win a notorious place in the mind of your potential customers. In this way, the marketing emails are very relevant, and, today, having a database with well-segmented email address of both current and future client has become a staple in the B2B Digital Strategy.
11. GOOGLE ADWORDS, ONE OF THE KEYS FOR MAKING A DENT IN YOUR B2B ONLINE BUSINESS
Correctly configuring and using Google Adwords will allow you on one hand to reach the right target audience, and at the same time to be a fountain of knowledge to optimize the Onsite SEO of you website with keywords which will appear in Adwords campaigns carried out. These are truly valuable for your Digital B2B Strategy and really convert your aims to results.
12. A STRATEGY IN THE DIGITAL CHANNEL TO HELP YOUR STRATEGY OF INTERNALIZATION AND GROWTH
Presence in the Digital Channel helps us to achieve a better presence in markets where we want to expand our business. Establishing an adequate strategy in the Digital Channel for each market is much more effective in terms of costs and time to achieve better penetration than traditional commercial actions.
Veltia is a clear example of a company who succeeded in adapting online strategy to their business. At Lifiting Group, we have developed a commercial strategy oriented around B2B specialized in the Online Channel. Currently we are in the process of implementing that strategy but right now it is already paying off with the launch of a corporate website with the aim of improving the user experience and the conversion.
Thus, Veltia succeeded in increasing the average duration of each session, the pages per session and decreased the bounce rate, in just one semester. And mainly increasing the global reach of its presence in the digital channel can reach better markets where we currently have business such as USA, UK, Germany, France, Czech Republic As challenges we are also working on the implementation of a strategy for SEO, SEM, email Marketing and Content Marketing
At Lifting Group, we are convinced that by carrying out all the steps correctly you will grow and have success within your industry for your business.