4 Stereotypes About B2B Digital Marketing And The Truth Behind It
How is B2B marketing different from B2C marketing? Setting up a digital marketing strategy for B2B customers, what do you need to keep in mind? 4 implicit myths that undermine your marketing plan? Discover it now!
If in B2C marketing, you will have a lot of good acting and games, then coming to the strategy for B2B customers. You must be clever, smart and attractive.
There are many prejudices of digital marketing people about B2B digital marketing, that it is dry, “difficult to chew”, specific search keywords… But those are just prejudices, right or not? Let’s find the truth with me!
B2B marketing overview – the digital marketing playground for agencies
Before we start the journey to implement B2B marketing strategy, we have to learn its roots. B2B marketing is a marketing activity, including digital marketing for manufacturing customers, providing products/services for other businesses.
In B2B marketing strategy, you are no longer easily “performing” as with customers. You need to focus on the logic of the product, focusing more on functional characteristics. Therefore, B2B marketing is considered to be more arid and tougher than B2C.
In the process of creating a digital marketing strategy for your business. You need to understand who the customer purchasing department is and where their role is in the purchasing process of the business.
The group of corporate customers has a huge demand for information. So it is important to include in-depth information. What they really care about is the characteristics, detailed specifications, usage, advantages of the product.
The most effective marketing message will deeply analyze how much time, money and resources customers can offer.
Digital marketing for businesses, 4 myths and bare truths
B2B marketing requires high requirements to satisfy the purchasing customers. So there are many misconceptions about this digital marketing activity. But the reality “behind the scenes” is very different, which only those who are expert in this field know.
Myth about search keyword list in digital marketing campaign
According to the rule of purchase decision, before paying for a product, customers often go through many steps. The most important of which is to find out the supply.
In B2B digital marketing too, before performing a conversion action (order, call, fill out the form), customers have researched and researched long before.
Marketers can get their hands on this process, reaching out to and boosting customer demand, understanding what they have learned. And researched during this time period is important to determine if a keyword is doing SEO or run google ads.
Often, marketers are confused that B2B customers when searching will only focus on a small group of specific keywords.
But unfortunately this statement is completely “off track” compared to the truth: 71% of B2B customers start searching with generic, unclear keywords, only the remaining 29% directly search for products and services.
Searching on Google plays a key role in determining buying behavior, 90% of B2B customers start searching and researching suppliers with Google Search.
This is not surprising, so owning a website and optimizing them is a condition that comes with doing digital marketing. The frequency of searches for clients is greatly increased, with an average B2B customer going through 12 searches before making a decision.
In summary, digital agency should not only focus on a specific, clear keyword group about its products and services. Expand the keyword set to cover the entire industry to reach and persuade customers right from the start of their search process.
The digital marketing agency thinks wrong about how business customers are making decisions
Many agencies when doing digital marketing for business customers often think wrong about the age of clients, thereby misleading. In the past, B2B customers were mostly middle-aged and older with different needs and behaviors at a younger age.
However, time is always moving, now, the Millennials (born from 1980 – 1994) are really your clients. They make up more than half of B2B customers surveyed. Changes in the industry’s labor structure lead to changes in B2B customers’ needs, supplier search behavior and B2B decision making.
Millennials, who were born at the time of technology transfer, are the first generation with technology. They are more active, more influenced by digital information, less bound in the framework of business relationships as before.
Millennials are also the operators of digital marketing. Therefore, the agency when it comes to strategy needs to redefine the profile of its target customers, find content, marketing methods to attract them.
B2B digital marketing’s goal is not really “high position”
The person who makes the buying decision must be a high-ranking official and the head of the business? Because of this way of thinking, B2B digital marketing activities are usually targeted at management and directors. But is it really like that?
Behind the “chicken wings”, after the decision of the manager, is the opinion, which is how the discussion of the staff below. The subordinates are the people who have a great influence in the decision-making process.
We are living in a flat, multi-dimensional world of highly valued information and specialization in businesses. It is the departments and individuals directly managing that are the parts that influence the decision-making process of enterprise.
In B2B digital marketing activities, we cannot ignore the employees who directly manage the purchasing tasks.
According to the survey, in 64% of management, the director is the last “signer” – up to 24% of the final signer is not a manager or director. The following departments have an impact of 81% in the decision making process of the business.
Underestimating video is wrong when doing B2B digital marketing
Many people mistakenly believe that video only increases brand awareness in B2B digital marketing. However, video is of great importance in the decision journey of B2B customers.
With the rise of video content marketing, many businesses often turn to YouTube to make buying decisions. 70% of B2B customers watch videos on their purchase decision journey. And the amount of time it takes for customers to watch videos is increasing.
What customers care about is no longer limited to the website, the words, they now turn to real videos about the product. The most searched and viewed videos are: videos of products and services, followed by user guides and comparison videos.
Therefore, marketers can not ignore video, with the advantage of video content that helps convey information quickly and easily understand. They create a wave of great influence to customers when buying. And the question here is what?
Businesses need to produce videos as soon as possible, because their careers launch a digital marketing campaign.
Read other related article from my blog: Balance Onpage and UX SEO on the website
Thank you for spending time on my website!