It really does not take a marketing genius to tell you that 2014 was all about social media marketing, where content played an extremely crucial role in the process of digital advertising. But what about 2015? Have the rules changed? Are they the same?
Look, I’ll be honest – practices are based on past history, and predictions are based on trending practices. This article will focus on a mixture of both – tried and tested practices + trends you shouldn’t ignore. Of course, my word isn’t written in stone; you can tweak what I’ve mentioned according to your business size, audience and budget. So here are 6 B2B marketing practices for 2015 you should focus on –
- Mobile Domination
Notice how I didn’t write ‘marketing’ but instead opted to write ‘domination’? Because that’s just what’s gonna happen in the next few months (and years, of course). The mobile scene in India is gonna explode and you want to be there when it happens, because it’ll be an extremely valuable position to be (if you want to increase your B2B marketing, that is).
It’s no secret that an increasing number of Indian business women and men have begin using their mobiles as their primary forms of communications, be it via SMS, WhatsApp, emails or social media platforms. You have to be where your target audience is – on their mobiles. And don’t forget about a responsive website. It’s basically a must for you as of 6 months ago.
Don’t forget to focus on mobile SEO (yes, it’s not a thing) and mobile ads.
- Act like you’re B2C, and get online
Even though B2C sales and digital marketing stats hover around 90%, a lot of B2B marketers reply on old fashion methods like cold calling, trade shows and word of mouth advertisement to land more work. So what happens when you do something that your competitors haven’t even thought of yet? A forerunner, sure, but it also gives you a massive edge over their strategies, no matter how good they are. You’ll be well ahead of your game!
Also, please get it out of your head that you have to create entire separate campaigns for your B2B and B2C audiences. There’s a lot more common ground for you to draw on for your B2B marketing strategy, which when translated, means that you have to only mildly adjust your B2C campaigns and strategies to fit your B2B audience.
- Make use of Marketing Automation Tools
They let you to automate (with seamless efficiency, might I add) entire portions of your digital marketing practices, including lead nurturing, email and social media platforms. It will save your company a lot of time, money and headache, two of which (up to you which ones!) you can allocate to other areas.
For those who want to keep track of their marketing activities in real time, this will prove to be a special boon for you. Now you can track the response of your marketing in a timely manner and intervene when necessary to increase/maximize user response.
- Predictive Analytics
For those of you who don’t know about Predictive analytics, they extract information from existing data to find commonalities and patterns in the said data which help them predict trends for the future. In short, predictive analytics help you stay ahead of your competitors, and really, which B2B marketing strategy does not want that?
Sure, you have your own lead scoring models and softwares, but predictive scoring uses a bigger amount of data from an even bigger pool of resources, which needless to say is a very good thing. You’ll be closing in on more leads than your competitors, and that’s gonna feel so awesome!
Micro-targeting is going to be huge in the coming months. For the uninitiated, micro targeting makes use of demographics and consumer to understand the interests of small groups of people, so that they can get their messages delivered via the target audience’s preferred channel of communication.
Getting a better understanding of your audience is one thing that you can never get enough of. And once you have this understanding, you’ll be able to respond in real-time with other businesses with content that is personalized especially for them in the most timely manner.
Whoever said “A picture is worth a thousand words” was sure bang on. Digital marketing allows you to communicate with other businesses via so many methods – texts, videos, polls, blogs and even text based images. And do you know what attracts the maximum attention of any and every audience? Visual content.
You wanna tell how good your products are and why people should buy them? Sure, go on. But make sure you incorporate different forms of visual media in your communications (including marketing strategies). One picture can give you what literally 1000 words cannot – greater audience engagement
Of course, trends being trends, they’ll always come and go. But what I’ve stated above are solid practices. Some of them have already made it big, some of them are relatively unknown and some of them are those practices we’re all aware of but aren’t bothered to incorporate. And don’t be lazy when it comes to business – you really can’t afford to.
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