Right content, right place. B2B digital marketing done right.

What we will discuss here won’t be new to experienced marketeers. And whilst it’s not exactly rocket science. In our experience these things are often overlooked when it comes to reaching audiences online.

Here’s 3 simple steps to help enhance your B2B digital marketing campaigns.

1. The Starting Point. Understanding Your Target Audience.

To develop appropriate and high-quality content you need to start by deeply understanding your target audience.

In a B2B organisation your target audience is other businesses, or more specifically, individuals within other businesses who are involved in purchasing or decision making. Here’s what you need to consider.

• Who are they?
• What challenges do they face?
• What is important to them?
• Where do they go for information?

In turn, this will help you to understand.

• What you need to communicate to them
• The best channels to reach them on

Ultimately, your goal needs to be to establish content that assists decision making. Either directly, or by providing them with the information they need to influence key stakeholders.

2. The Right Content. Quality not quantity.

Taking the time to develop effective and high-quality content can assist greatly in B2B marketing. It gives you the opportunity to educate your target audience on how your products and services can solve their problems and challenges. It can also answer any key questions they have and help move them along their journey to enquiring or purchasing.

It also gives you an opportunity to showcase your expertise and experiences which is great for brand building and developing trust amongst your industry and target audience.

The right quality of content can also support wider digital marketing channels. It supports SEO, elevates your website and social media channels, and can form the basis of your paid campaigns to capture data. In our experience, we often find that users are more willing to part with their data for the right quality of content. This can then be used for further promotional activity via email or by reaching out to them directly.

As well as blog content, case studies and reviews have a key role to play. These are important trust symbols for B2B audiences and play a key role in decision making.

3. The Right Place. Identifying the Best Channels for you. 

PPC and SEO

Both PPC and SEO allow you to show your products and services to those looking for them on search engines.

Both are great at driving website traffic, but in B2B users aren’t always ready to make an enquiry right away. It again becomes important to think about what kind of website content can help guide users to enquire. “Gated” content – where users have to part with their data to get access – is also important. As are retargeting campaigns where we show key pieces of content to those who have already been on your website.

Social Media

According to a recent survey, 64% of B2B buyers are now GEN Z or Millennials. LinkedIn is the traditional B2B channel, but it’s now more important than ever that you don’t forget wider channels including YouTube, Meta, X, and TikTok.

Content again plays a key role on these channels. You should be thinking more B2C and incorporating short form video content, how to guides, as well as conducting interviews with customers and team members to add more personal content into the mix.

Social media isn’t always the most powerful channel for leads but is a key channel for brand building and for sharing key pieces of content on.

Paid social also has a role to play. LinkedIn advertising is so often the go to B2B advertising channel. A key part of your strategy should be to “boost” key pieces of content to your target audience or promote content so that users have to submit their information to get access to it. This again provides you with data you can then use for email marketing or to reach out directly to. LinkedIn is also another channel that can be used to retarget users who have already been onto your website.

Email

As discussed, the right quality of content can get users to part with their data which can then be used for email marketing. Email is a powerful channel for B2B organisations as users have already shown some interest in your brand.

It is also a channel that can be used for sharing content and to further educate your audience about your brand, its products/services, and the benefits you can bring to their organisation.

The right quality of content combined with the right channels and tactics can lead to an uplift in enquiries and sales for your business.  Get in touch today to discuss how we can help with your B2B content and digital marketing strategy.