The marketing industry is constantly coming up with new techniques to meet the latest customer expectations and trends. Only by utilizing approaches such as contextual marketing strategies will they be able to stay ahead of the competition, achieve successful marketing, and improve ROI.
Sending the right message to the right people at the right time through the right channel is one of the major goals for B2B marketers. This is what contextual marketing aims to do.
In the B2B space, there is perhaps more contextual information to be leveraged than ever before. Contextual marketing focuses on getting to know customers, how they’ve researched in the past, and how they’ve interacted with a certain company’s B2B services.
The context of potential buyers changes and evolves – but, contextual marketing focuses on the time of day when potential buyers conduct research, their language, their preferred research channels, past behavior, and the devices that they utilize for research in order to develop customer-centric marketing that provides targeted advertising to potential customers.
Here are a few strategies to contextual marketing success:
Taking advantage of social media
Marketers can speak with potential buyers in real time via social listening. Marketers can personalize their experiences and provide the right content at the right time through the most appropriate channel by focusing on the desired context of potential customers. Marketers can create their business KPIs & key metrics depending on what works for whom and how based on social media interaction patterns.
Both marketers and customers will be able to form a symbiotic relationship with each other thanks to contextual marketing.
In an ideal scenario, where potential buyers are provided with all solutions to their problems through a product, delivered through the appropriate channel, and at the appropriate time, they will not only appreciate the brand, but will also recommend it to their friends and consider it again in the future when they have other needs.
Customization of advertising
Marketers can better strategize their advertising on social media platforms and online websites to achieve more conversions once they know who their target buyers are.
Establishing connections between customer data types aids in the customization of advertising for specific audiences. For example, if data shows that two products are being examined at the same time, there’s a likelihood they’ll be offered in the same way. It seems reasonable to frame an advertising plan to encourage people to buy both of them together in this scenario.
Identifying best-performing content
The best-performing content can help marketers in determining what their specific buyer persona is searching for at each stage of the buying process. Using SEO best practises also aids marketers in ranking high for keywords that their buyer persona is looking for, as well as making them more discoverable by search engines.
Building a mobile-friendly website
The combination of smartphones, applications and social media has changed B2B marketing, because of which a mobile-friendly website has become crucial.
Combining location with user profile, previous user history, and research methods can help marketers segment and bank upon their potential buyers.
As a result of the rise in mobile usage, marketers must have a mobile-friendly website in order to capture the attention of potential buyers who access their website or content on social media and other online platforms via mobile devices.
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