B2B marketing trends to watch

From construction to manufacturers to financial firms, industries are significantly evolving with advancements in technology. At the same time, technological advancements are creating new B2B marketing trends. Today, digital marketing is ruling almost 80% of the B2B firms in all the sectors due to the digital shift-over. While several of these are not new, incorporating them into your B2b marketing strategy can help to increase its effectiveness.

Content Marketing

Content marketing is one of the latest B2B marketing trends. It is a strategic approach to attract and retain an audience. When you offer valuable and relevant content, B2B companies can drive profitable customer action. The Internet is flooded with marketing content. That is why companies must prepare engaging content to grab the attention of the audience. The most effective types of content either impart valuable information or tell a story that connects to the reader. 

Search Engine Marketing and Search Engine Optimization 

It is a commonly held belief that if your website is not on the first search engine result page, it does not exist. While this might be up for debate, the higher your site ranks, the better. However, the majority of online users do not go past the first Search Engine Results Pages or SERP. Therefore, companies need to optimize their websites to as near to the top of the SERP as possible. Because Search Engine Marketing (SEO) and Search Engine Marketing (SEM) are the two critical aspects of B2B marketing trends both have significant impacts on every industry. 

What is Organic SEO?

SEO is an organic or on-page strategy to increase and improve the quantity and quality of your website’s traffic. Organic SEO involves the keywords, meta information, and content you incorporate into a website that coorelates with related Internet searches. It shouldn’t be confused with Pay Per Click (PPC) which is when advertisers develop an ad and pay a fee each time it is clicked.

What is SEM?

SEM is sometimes called Search Marketing and involves all the tactics to drive better traffic to a website. For example, it can include SEO, local search marketing, link-building, and PPC. 

Integrated Marketing Communications

The concept of Integrated Marketing Communications (IMC) is not new, but it is certainly gaining popularity among B2B marketing trends. IMC is a technique that aligns all your marketing efforts across all channels. Because it is an overall strategic approach, it brings direct marketing, advertising, sales promotion, SEM, and content marketing in complete coordination. Therefore, it creates a seamless and customer-focused marketing program that strengthens your brand, enhances your message, and delivers better results.

Artificial Intelligence

Artificial Intelligence (AI) is a highly useful tool that leverages vast amounts of customer data and analyzes it faster and more accurately. Because of this technology, you can anticipate your customer’s actions and respond accordingly more rapidly.

Don’t forget the tried and true

Anyone that has read my blogs knows I don’t believe in placing all your marketing eggs in one basket. While you need to consider these B2B marketing trends, you should look at how they could combine with traditional activities. Channels such as prospecting calls, trade shows, and mailings still yield results. By working in collaboration with these new B2B trends, your efforts can only be enhanced.

About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.

About Conach

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information, visit conachmarketing.com or contact us or call 989.401.3202.

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