Digital marketing plays a role in brand awareness, lead generation and sales. A robust digital marketing strategy may seem unattainable for businesses with fewer resources. Mastering the basics and leveraging these digital marketing tactics can set your small B2B business apart.
A website is undeniably one of the most important digital marketing tactics. audience may not discover your company and learn more about your product or service offerings if you do not have a website. Maximizing your website without overspending is possible. Here are a few tips.
- Optimize your website for mobile devices. Optimizing your website for mobile devices gives everyone an enjoyable experience on your website. Landing pages should cleanly stack, images should correctly resize and forms should fall into place on the page without looking odd.
- Ensure easy navigation. Your website should be easy to navigate. From the navigation menu to the buttons on landing pages, it should be easy to explore and learn more while also knowing how to get that information. Simplify rather than overcomplicate. If you are questioning if someone can find what they need, it is not the best approach.
- Incorporate messaging. Prospects discover who you are through exploring your website. Incorporating messaging, including key pillars and taglines, across key landing pages gives visitors the full picture of who your company is.
- Quality content. Product valuable and engaging content that resonates with your audience and showcases your expertise. This is the biggest key to website success as it boosts organic search performance.
One of the most powerful digital marketing tactics to utilize is social media. For B2B companies, its significance has grown consistently year after year, becoming an absolute necessity at this point. Nearly 75% of B2B organizations use social media. Check out these social media tips.
- Create profiles on relevant platforms. Not all social media platforms will make sense for your organization to utilize. Consider your target audience. Where are they most active? Where will they interact with your content and obtain valuable information? Answer these questions to decide on the platforms. For B2B companies, LinkedIn is the top platform, but Facebook and Instagram are worth considering.
- Share internal content and informational third-party articles. By sharing a blend of internal content and informative third-party articles, you can keep your audience well-informed about your company’s updates and the latest industry developments.
- Stay active and engaged. Engagement is contagious and effective. Most social media algorithms use engagement metrics to determine the likelihood that others will find the content valuable. The more you engage with your audience in a meaningful capacity, the more the algorithm will reward your brand’s visibility on the platform. Here are a few ideas to help you drive more engagement on social:
- Respond to comments: If a prospect asked you a question at a networking event, you would happily share a response. The same social norms are relevant to digital networking.
- Provide thoughtful answers to questions: Monitor your connections posts and participate in industry groups or comment threads where your customers are active. If you can share a tip or solution for a potential prospect, the interaction may lead to a future conversation.
Remember, the key to meaningful engagement is building a genuine connection with your audience. Listen to their feedback, be responsive and continuously adapt your strategies based on their interests and preferences.
Email marketing is also an essential B2B digital marketing tactic. It can be intimidating as there are a lot of components that go into email marketing, but here are a few simple components to think about.
- Use your database. As a small business, you might not have a large database to email, but it is important to start with what you have. Growing your database comes with time, so there is no pressure to feel like you need to have thousands of contacts in your database to start.
- Email different information including updates, news and content. Maintain audience engagement by diversifying your content with a range of items such as topical news, insightful industry research, important company announcements or achievements, exciting product updates, fresh content and team highlights. Before sending the email, take a moment to consider whether the information will genuinely benefit your audience. If the answer is no, redirect your efforts towards crafting an email that offers a solution to a problem, simplifies a challenging task or provides a compelling conversation starter for their upcoming meetings. This thoughtful approach ensures that each email serves a purpose and resonates with your subscribers, fostering stronger connections.
- Optimize for improved performance. Open rates, click rates, bounce rates and unsubscribe rates are key metrics for you to measure when it comes to email performance. These reveal deep insights into different components of your email. For example, a high open rate could indicate an appealing subject line. With similar insights, you can optimize email components for improved performance.
Google has resources and tools that your company can utilize to get better insights into your business and ensure others know who you are. Here are a few Google resources to utilize:
- Google Analytics 4. The big switch from Universal Analytics to Google Analytics 4 (GA4) recently took place, but regardless, this is a useful tool to consider using. It measures website traffic, engagement and more with its new capabilities. Check out this blog to uncover answers to key questions about GA4.
- Google My Business. This free resource allows you to provide business information such as links, a detailed description and details about your products or services, all displayed in a prominent profile whenever someone searches for your company on Google. By leveraging this feature, you can succinctly convey your identity and offerings, enabling potential customers to grasp your elevator pitch.
- Google Search Console. This free tool allows you to uncover deep insights about your website’s search traffic and overall performance. It is especially useful for search engine optimization efforts to help you better improve your site for more traffic.
Digital marketing does not have to be complicated. Using these tactics can help your small business kick off your digital marketing and achieve results.
Looking for even more marketing tactics and easy-to-implement strategies? Check out our online marketing courses. On-demand and at your own pace, these courses were designed for small businesses to gain the knowledge to understand marketing and implement it in their organizations.