Digital marketing is still a core element of marketing strategy for both B2C and B2B brands alike. However, the approach can still be unfamiliar for some B2B marketers while evaluating and strategizing how to best position and optimize messaging for their brands.
As per Statista’s daily internet usage per capita 2011-2021, people are spending upwards of two hours on a mobile device and an additional time on a desktop computer. While some experts predict a decline in desktop usage, they still anticipate an increase in mobile device use.
Regardless of how today’s users access content, digital marketing still remains a critical strategy for brands to reach them. To continue to reap the benefits of increased time spent online, marketers should continue to adjust their strategies and omnichannel campaigns.
B2B brands that desire to achieve the same level of success similar to their B2C counterparts can learn from strategies that B2C marketers use in consumer-focused marketing. With the increase in remote work, continually shrinking marketing budgets and increased online activity highlight the importance of B2B marketers to adopt and implement proven B2C marketing strategies to enhance their outreach.
Also Read: Leveraging Customer Experience Quality Framework to Create Better Customer Outcomes
Increasing personalization
Today’s buyers have become used to personal connections along with an exceptional brand experience while making their purchases. While B2C brands tend to opt for upbeat, personal tones across their messaging, which enables them to make a personalized connection with customers, B2B marketers still opt for a technical and buttoned-up approach.
Many of today’s B2B marketers still try to engage with their customers with the same formal tone. While technical tone still plays a crucial role in B2B marketing campaigns, B2B marketers should identify ways to humanize formal communication with a more personalized touch, leading to additional sales. They can use the strategy to cultivate human-to-human connections while fostering a better brand experience.
Delivering relevant content
While B2B brands are not equipped to use the kind of abandoned cart campaigns utilized by B2C brands, B2B marketers can still implement something similar based on previous campaigns, interactions and content.
Although most B2B brands don’t have the ability to use the kind of abandoned cart campaigns B2C brands use, B2B marketers can implement something similar based on previous campaigns, content, and interactions. They should get their prospects interested by analyzing which content is most successful within their funnel. They should see the social messages to see what’s trending within the space. Moreover, this will enable marketers to serve up relevant content at a time when customers are asking for personalized experiences. Furthermore, customers are more inclined to purchase a brand that provides them personalized experiences as per Epsilon’s “The power of me” research.
Also Read: Why Businesses Need to Give Next-Generation Chatbots a Second Chance
Understanding digital touchpoints
The digital touch points require B2B marketers to play the long-haul as typical buyers might want to engage in 10-20 touch points before making a purchase. These touch points enable B2B organizations to establish and cultivate long-term relationships with their customers and signal warmer leads instead of targeting one-time buyers. Also, B2B marketers that invoke broader omnichannel strategies such as trigger-based email campaigns add critical components to the experience of a subscriber. In fact, 33% of brands in Litmus’ “2019 State of Email Report“, state that transactional and triggered messages have generated over 25% of their revenue. B2B marketers should also study how their B2C counterparts integrate insights from one channel into their overall content strategy.
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