The current pandemic has disrupted every aspect of our lives and the global economy through different industries and sectors. As uncertainty continues to prevail, leading to the gullibility of the buyers, B2B marketers have to come up with new marketing strategies to deal with the current bruised and battered environment.
Having sailed through and survived 2020, it’s time to roll up our sleeves and prepare ourselves for what 2021 has in store for us and design our marketing strategy accordingly. It’s time to tap into the new B2B digital marketing trends that are most likely to rule 2021. The following trends and techniques can be implemented to help create awareness about your brand and drive quality traffic to your website.
Account-Based Marketing (ABM):
With ABM initiatives, you can first identify your target accounts and then design a digital strategy that concentrates only on these accounts. With this approach, businesses can build relations with their customer base by offering them customized solutions. Instead of marketing to a broad target audience, ABM helps in narrowing down the sample size and concentrate on tailored marketing efforts. It ensures that your brand is visible in every digital space where your target audience spends most of their time.
1. Display Ads –
When the target prospects are surfing the web space, your ads will be displayed, making them believe that your brand is omnipresent. You can feed a CRM email list or even physically maintained business addresses into a programmed campaign or display ads. You can also retarget those who have already visited your website with the display ads.
2. Social Media
Just like the display ads on webspace, businesses can feed a CRM email or account list to narrow your target audience circle with other filters such as title, function, and interest.
Although ABM doesn’t help generate revenue, it helps in building new relations with your customer base. In 2021, B2B firms adopt ABM for more assured long-term gains.
Visual & Content Marketing:
In the digital space, nothing speaks louder than visuals. The best part about visuals is that they are more attractive, can be personalized, speak the language of the business, and deliver the right message to the target audience.
In 2021, businesses that intend to generate more leads and boost their conversions need to direct their marketing efforts to more visually attractive content marketing. Building interactive quizzes, assessments, and surveys are just a few ways of ramping up interactive marketing.
Promoting website content such as blogs and videos through paid social media campaigns will be the best way to boost traffic to your website. Social media platforms such as LinkedIn allows you to target specific companies, titles, roles, regions, and many more.
Post pandemic, it is crucial for B2B marketers to build the right perception about their business and invest in interactive marketing.
Search Engine Optimization (SEO) :
Organic search engine traffic is free and hence will be most sought-after next year due to dwindling marketing budgets. In 2021, for your website to rank higher and display prominence, your site must be easy to navigate, devoid of duplicate data, completely optimized for all screens, load faster, and many such technical details go into SEO.
1. Google My Business (GMB) :
One of the most crucial factors for SEO in 2021 will be GMB, as it acts as your business home page on Google. With the majority of Googlers not going beyond the first page of search results, GMB can prove to be an essential tool for organic traffic. Correct implementation can help your business defeat the competition and show up on top of the search for key phrases or even your company name. You have to ensure that your company profile is complete and business information such as addresses, contact numbers, etc. is consistent and accurate throughout.
The dynamic nature of the business environment is going to make it challenging to keep track of the digital marketing trends in 2021. Limited budgets and expected higher returns would keep the B2B marketers on their toes and continue to anticipate digital marketing trends throughout the year. By leveraging such trends and technology, you can reach a wider audience and have higher engagement with your prospects leading to long-term benefits in the upcoming year.
