As a B2B business leader, you want to make the most out of your company’s online presence. But where to begin? Welcome to the wide world of digital marketing.
And what a wide world it is. Encompassing the full scope of web-based advertising avenues, the term “digital marketing” can include Search Engine Optimization (SEO), Pay-per-Click (PPC) ads, custom landing pages, social media marketing, automated email campaigns, Google My Business optimization… and the list goes on.
The great thing about digital marketing, whether you’re planning a paid campaign or taking advantage of organic methods, is that it helps engage a larger audience for businesses of all sizes. By using digital tools and analytics, your company can get more face time in front of customers and drive traffic to your site — often for a smaller price tag than traditional advertising. And with 90% of B2B customers researching two to seven websites before making a purchase, staying top of mind and being easy to find online is essential. Plus, with the sheer volume of options available, you can develop a tailor-made strategy for your company’s business goals, budget and niche market. Let’s take a look at four ways digital marketing directly benefits B2B businesses.
Increases Brand Awareness
Digital marketing can help your business stay front and center, boosting top-of-mind awareness and helping establish name recognition in your industry. The more often potential customers see your brand, the more likely they are to remember it in the future. It also helps establish your brand’s credibility and distinguishes you from your competitors.
Offers Cost-Effective Options
High price points can often be a barrier for some companies when it comes to traditional advertising. But with digital marketing, the possibilities open up as businesses have more control over the total costs of campaigns. Paid options, like Google search and display ads, allow businesses to set a maximum daily spend according to their budget and marketing goals. Better yet, unpaid options, like blogs, social media posts and email marketing campaigns, can be rolled out without breaking the bank.
Targets Your Ideal Customers
Take a moment to think about what your ideal customer looks like. Are they men under 35, women in the construction industry or C-level executives in the Houston area? Digital marketing platforms give you tools to make sure you’re reaching the right audience by homing in on your ideal customers. You have the option to define your target audience by demographics, geographic areas, interests and more. What’s better, you can easily refine your parameters to better optimize your ads as you see what’s missing — or hitting — the mark.
Drives Traffic to Your Website
You’ve put a lot of work into your website, but what good is that if no one sees it? Search engine optimization (SEO) is a critical element for driving visitors to your site. By incorporating long-tail keywords, phrases specific to your company or product, that your customers are searching for, SEO helps you reach your ideal target audience. Once visitors are on your page, valuable information and long-form content helps keep them there. And the longer they’re on your site, the more likely they are to sign up for your email list, contact your team or make a purchase.
While opportunities abound, we also know that navigating the world of digital marketing can feel overwhelming. Luckily, you don’t have to go it alone. If you’re ready to expand your digital reach, the Design At Work team is here to help. Tell us your marketing goals and we’ll help you develop a personalized digital marketing strategy for your B2B business.