Business-to-business marketing isn’t always easy, but if you learn the right tips you can excel at it. B2B marketing is any campaign, content or outreach that aims to sell your product or service to another business.

B2B marketing is quite different than selling a product or service to a customer and there are specific ways to go about it that will maximize your results.

Developing a Top-Notch B2B Digital Marketing Strategy

In order to develop a top-notch B2B digital marketing strategy, it’s important to use all the tools at your disposal. Having a diverse and active online presence is crucial, but you also need to focus in on the primary goals of your marketing campaign.

What are the strongest suits of your business, and who are you trying to reach? You need to develop a real profile of potential buyers and what motivates them. Doing market research and knowing what your potential buyers are looking for is absolutely vital.

In addition, it’s very key that you make a clear, informative website that’s quick to look around but also detailed. Give all those involved in the decision-making process on the other end everything they need to be sure your business is legitimate, competent and excellent.

Make sure you have the best SEO possible on your site and check whether paid ads are actually paying off for you in terms of Return on Investment (ROI). Also, make sure you’re being seen in the right product or service classification so that people searching that general category of products or services find you in the search results (Source: HubSpot). 

The Top 10 B2B Web Marketing Tactics

  1. Know your marketAs I mentioned, it’s crucial to know what demographic and type of businesses you most want to reach. Throwing ads and money out into the wild blue yonder and hoping for a result is a losing strategy.You must know who your audience is and what drives them. What make them angry? What makes them happy? How much are they typically willing to spend and what is their absolute maximum price range? Do they prefer many email updates or only every few weeks?Hyper-target your audience and make buyer personas for the businesses who might be interested in your product or services. You’ll be glad you did.

    2. Make your website the best it can be


    Your website shouldn’t just look great, it should be great. The difference is all about fine-tuning the website and making it a direct pathway to showing what you offer without being pushy.

    Your website will likely be the first thing potential B2B buyers come across and they will make snap judgments about your company and your professionalism often based primarily on the website. This includes layout and style, but it also includes how hard it is to find accurate information, whether you have proof of the quality of what you offer and whether you have testimonials and evidence that you follow through!

    In addition, make sure SEO is optimized so that people actually find your page when they search on Google or another search engine.

    4. Get your pay-per-click (PPC) ads optimized


    There’s quite a bit of misunderstanding out there about pay-per-click (PPC) advertising. PPC ads can be highly effective, but they need to be done correctly. It’s best to have a professional in charge of your PPC side of things so that they don’t waste your money.

    Some companies run PPC for each service and product they have and it basically throws a needle in a haystack. This comes down to point one again: you need to know your audience as much as possible so that you can launch PPC campaigns that cover a broad range of categories that you know your potential buyers are interested in, rather than nitpicking them one-by-one and hoping one specific product or service will be a match.

    5. Make social media your superpower

    Social media isn’t just for young people who want to do make-up tutorials or gossip about celebrities. It’s also a vital B2B digital marketing tool. Considering that 60% of B2B buyers go to social media to look around at what’s available, this is your area to showcase your products and services in creative and engaging ways.

    Ensure that you have a funnel still leading to your website and sales pages, and also consider making fun videos on social media that will draw in new audiences and grow your brand.

    Twitter, Facebook, Instagram, Reddit, TikTok, Rumble and more can all be assets for your B2B marketing strategy (Source: Disruptive).