3 Types of Digital Marketing Campaigns for B2B

If you’re managing a B2B business, then you’ll no doubt need to have a strong marketing campaign as one of your top priorities. It is through this marketing strategy that you’ll attract new business and keep your business profitable. In order to meet and exceed performance targets, your marketing team must secure a high browser-to-client conversion rate. The solution, as many have discovered, lies in the shrewd use of digital marketing for manufacturing companies. But how do you know which of the numerous digital marketing strategies out there to use? Today we’ll explore three of the best digital marketing campaigns for B2B entrepreneurs.

Digital Funneling Marketing Campaigns

The goal with these campaigns is essentially attracting anonymous web users to your core virtual (and physical locations. This physical location may be a website or a virtual store. These campaigns aim to pull corporate clients towards the brand. They usually include the use of the content, which may be in infographic, video or text format.

The content in funneling campaigns is designed to appeal to the target audience, which means it is both attractive and useful. For many B2B entities, this is done quite successfully through the use of search engine optimized (SEO) blogs that are strategically posted on industry-leading blog sites or the company’s own blog. Explainer videos and E-books are prime examples of these digital content tools.  An E-book outlining best practices in business accounting, for example, would be a useful funneling tool for a B2B company specializing in finance management.  Through links or instructions provided in the content, users are guided to the brands’ main pages, leading to an increased likelihood of them becoming new customers.

A very effective way to capture interested browsers is to include invitations or prompts which encourage them to complete forms designed to capture the data you need.  You can also embed ‘contact us’ or ‘sign up’ links so that browsers who are attracted by your brand can take that important next step. Data such as corporate emails will become very useful as you approach other marketing strategies.

Brand-Focused Digital Campaigns

These campaigns are designed to improve the visibility of a brand. They include the use of very attractive infographics, video as well as written content geared at presenting the brand in a positive light. These tools focus on the advantages that come with selecting the brand being promoted and are usually showcased through paid media options.

Online brand promoting events such as conferences, seminars, meetings or workshops are also very useful for this purpose. Through online events, you can offer real-time human interaction with the sales managers of your potential clients. These virtual events have a distinct advantage over the real-world alternative as they allow for flexibility. Busy sales managers, for example, need not abandon their posts in order to take part.

These campaigns are focused on establishing and promoting a positive image of the brand rather than prompting people to become clients immediately. E-books, videos and other promotional tools do not have links or ‘gateways’ embedded in them as the goal here is to simply inform or educate the user. But even though they do not really focus on immediate client conversion, this is ultimately the long-term goal. Campaigns like these are intended to ‘plant a seed’ of interest that produces fruit in the long run when prospective clients, having been exposed to information about the brand, decide to patronize the business.

Digital Networking as a B2B Marketing Strategy

The digital version of cold calling has become very popular as more and more B2B entities are recognizing the value of online marketing. This type of digital marketing campaign involves the use of social media platforms such as LinkedIn, to create a community of current and prospective customers. This network allows for more targeted brand promotion.  You can reach out to this community through group messages, posts and other communicative tools available on the platform.  Your digital content such as videos and blogs are also more visible to this network.

Email marketing is another tool that allows for more direct or targeted B2B marketing. Savvy marketing experts capitalize on this by maintaining and constantly updating an email list comprising existing and prospective corporate clients. Digital newsletters and other promotional material are then delivered directly to these contacts’ email addresses.

The ultimate goal of your digital campaign is to improve the popularity of your brand and trigger an increase in your client base. These top three marketing strategies, if leveraged appropriately can help you to achieve this objective.