B2B Marketing Trends:
Companies employ B2B marketing tactics and industry standards to promote their products and services to other businesses. Approximately two-thirds of global trade output involves B2B sales compared to one-third of B2C. The nature of demand is different in business markets. Demand is derived from consumers.
So, here is the list of the top 10 B2B marketing trends that you should follow in 2022:
1. B2B SEO:
Now there are loads of similarities between B2B SEO and B2C SEO. Content, link, relevance is still really important. This is the fundamental of whatever SEO you are going to be doing. SEO is all about ranking pages of information with links. This is what SEO is, but there are some important subtitles with the targeting and your strategy with B2B SEO versus B2C. Consideration number one is that you will often sell to a smaller audience.
For many of your B2B clients, that small search volume is not necessarily an issue because they have a high average order value. So, it’s still worth targeting those phrases to get those people onto the site. The other main consideration with B2B SEO is the sales cycle. The sales cycle tends to be longer for many B2B businesses, which means that they are helping potential customers.
2. B2B Social Media Marketing:
IDG research shows that 84% of C-level and VP-level buyers turn to social media when purchasing. You might imagine that B2B buyer is somehow kind of disconnected from what they are buying. They are just doing this on behalf of workers, and they don’t care. Actually, according to Google, B2B buyers have a significantly higher emotional connection with their vendors than B2C customers.
The trouble is that many B2B companies tend towards facts and stats. They go straight for the logical argument. This approach does not tend to work that well on social because people are typically heading there for stories. They are heading there for personal.
3. B2B Video Marketing:
A lot more B2Bs using video. You have even got companies like Adobe doing things using vloggers. Now, if you look at the time spent on each platform. YouTube is killing everyone because people love videos. It allows us to move from the channels we have on our TVs, where they are programmed by someone who does not know us; we can build our TV channels on YouTube. And you can do exactly this as well, even though you are B2B.
4. B2B Content Marketing:
Now for B2B, content marketing is not king, but it’s really important. And the particular part of content marketing is important for B2Bs your blogs and knowledge bases. You are often be targeting informational terms; you are going to be targeting buyers that need to go through an education process to buy. That makes your blog or your knowledge base important.
This is understanding the questions your customers or clients might have before their purchase and providing information that helps answer those questions. For example, on the Shopify website, you will see that they teach people how to build a business; they are teaching people about e-commerce. So, they have got stuff about how to use Shopify, but they have also got stuff about how to build a bigger business. You can do exactly this yourself.
5. B2B Pay-Per-Click:
Pay-per-click advertising and Google search advertising on Google ads are remarkably similar for any business. Firstly, the language that your target customers are using. Sometimes, you will have a B2B client that sells something specific to the B2B version. For instance, you are selling a waste management service. Your B2B customers will call this waste management. Your B2C may call it rubbish collection, trash collection, or something like that.
So, it’s really important that if you’re only serving the B2B side of this market, you exclude the B2C audience. You can do this through the keywords that you target, the keywords that you don’t target that are the keywords that you add as negatives, and the copy in your ads.
6. B2B Email Marketing:
Every B2B can be using Email Marketing. When you get an email marketing client, you find how hanging fruit loads. The first thing you have to do is look at their emails. Often, they are just kind of generic broadcast stuff. It’s just about the business, the waste management company that has changed the sewer pipe in the warehouse. The much batter to take with your email marketing is to segment your audience into people who have brought from you, people who have brought particular products or services from you.
7. LinkedIn Sales Navigator:
LinkedIn sales navigator is like LinkedIn email ads, but the targeting is steroids. It’s far more targeted and personalized than in mail ads giving you a heightened chance of success. For instance, once you insert your targeting criteria, you can filter it by more advanced targeting options like the last time someone posted on LinkedIn.
8. Referral Websites:
In the B2B space, there are websites like G2, Capterra, and Trustpilot, and the list goes on and on because B2B sales cycles are so long. People are going to do a lot of research before making a purchase. So, what if you showed up where they were doing their research? You should think of all the major websites and blogs in your industry and find out how your business can make an appearance on their website.
9. Facebook Ads:
When done right, Facebook advertisements may be a great way to raise brand recognition, drive traffic, and generate leads. Naturally, many B2B organizations are opposed to utilizing Facebook because they believe it is not a business platform and would have a good opportunity to use another site such as LinkedIn.
Just like email retargeting ads help you stay in touch with your hottest leads. For instance, if someone is looking at the pricing page on your website, then they are probably a hot lead, so what if the next time they got on Facebook they saw an ad from you or what if the next time they watched a YouTube video, they saw a YouTube ad pop up right before that video began.
That concludes the top 10 B2B marketing trends to watch in 2022. We hope that these trends will inspire you to think of new ways to boost your marketing strategy in 2022.