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Are you struggling to generate B2B sales online? Here are five digital marketing strategies that can help boost B2B sales.
A study by Ahrefs revealed that a staggering 90.63% of web pages attract no visitors from Google.
They are fine on the internet, but it’s like Google doesn’t know they exist.
Unfortunately, that’s the story behind many business websites.
Whether it’s a simple lack of visibility, technical issues with their websites, or an extremely competitive environment, many businesses see little activity on their website.
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It does little to generate revenue, which frustrates sales and marketing teams.
If you want to move on to the remaining 9.37%, the ones that attract online visitors and drive sales, here’s digital marketing strategies to consider.
Understanding search intent
Search intent is the “why” of an online search.
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Understanding why someone is searching is your golden ticket to increasing sales.
It goes beyond using juicy keywords, focusing on optimizing existing and new content to answer the “why”.
This will help you improve SERP visibility, attract qualified traffic and build public trust.
How can you incorporate search intent into your content marketing strategy?
- Take stock of the performance of existing content. Do your target keywords match the queries? How does your content structure contribute to your position on search results? The data you collect will reveal the intent of your content, gaps, and opportunities you can capitalize on.
- Check the competition. Analyze the content of competing brands that are at the top of search results for your target keywords. What structure is in place? Do they use short snackable paragraphs? What CTAs are there?
- Work on your content. After collecting definitive information about your content and that of your competitors, you can now put your information into practice. Track the performance of optimized content to ensure you’re getting the results you want.
2. Invest in marketing automation software
Statistics show that automating your marketing processes can increase your revenue by up to 34%.
Marketing automation is a broad term that incorporates platforms, software, and tools that support routine tasks and streamline work processes to improve operational efficiency.
When we talk about improved operational efficiency, we mean the ability to segment, track, and nurture target audiences through their journey.
You can deliver personalized and relevant experiences to large audiences, encouraging them to make buying decisions without breaking a sweat.
In addition, the software’s reporting and analysis tool allows you to measure the effectiveness of your campaign. You will know if they are generating a buzz among the audience or attracting enough attention.
Other benefits of using marketing automation software:
- Increase in income. The software helps you prioritize prospects based on their propensity to buy and potential transaction size. You can also set up triggers to follow up on existing customers for cross-sell or up-sell opportunities.
- Minimize lost opportunities. A salesperson won’t remember every interaction, appointment, or deadline, which means some prospects may slip through the cracks. Marketing software keeps track of everything, improving customer engagement.
- Forecast and intelligence. Marketing software uses data to provide insights into your business performance and helps you forecast sales volumes, costs, market share, and more. This enables effective marketing planning, resource allocation and audience targeting.
3. Make cold calls
Companies around the world are looking for three main things: to increase their sales, improve their operational efficiency and reduce their costs.
If you can solve any or all of these problems, do cold calling part of your strategy.
If you do your homework and target the right companies, you can reach them by phone, share your value proposition, and receive feedback. Either you’ve piqued their interest or they’re not looking for what you’re offering.
Consider the following when using the cold calling strategy:
- Define your goals. The initial call is the first phase of a multi-step sales process. So your goal should be to move your prospect to the next phase.
- Create highly targeted cold calling lists. Buying lists and using generic lists won’t get you far. Your list should target businesses that match your ideal customers. Companies that find your messages relevant and can benefit from your solutions.
- Let your script guide you. Write down the main selling points that are meant to help the prospect. Have a series of open-ended questions that help the prospect unravel their pain points and how your product/service can benefit them
- Objections come. Your listeners are likely to raise objections or ask questions before engaging. Are there any common objections you encounter? Add their responses to your script and respond to them long before the prospect raises them.
4. Leverage Link Building
Link building is an effective strategy for building domain authority, establishing your credibility, and driving organic growth.
When your website receives backlinks from high domain authority websites, your own authority increases. The perception that search engines have of you improves, which speeds up the indexing of pages.
The strategy requires planning to be effective, but the dividends are huge. Your site’s visibility improves and you receive referral traffic from established websites that can prove useful for lead generation.
Here are some ways to employ this strategy:
- Guest blog. This is one of the most popular ways to acquire backlinks. Your goal, however, shouldn’t be to plug in too many links. Instead, aims to share useful (not regurgitated) information. If the audience likes what they read, they will most likely head to your site for more information.
- Use infographics. They’re fun, interesting to read, and less tedious than writing a 2,000-word guest post. Create an insightful infographic, then contact relevant sites in your industry to find out if they can publish the infographic.
- Capitalize on broken links on authority websites. Identify the websites you want to get backlinks from and check for broken links on their site using tools like Ahref Broken Link Checker. See if you can come up with alternative content for one of the broken links, then contact the site owners with your replacement suggestions.
5. Video Marketing
Whenever we talk about incorporating video into your B2B digital marketing strategy, most marketers think any video will do.
Videos are great for building brand awareness, engaging potential customers, and driving sales, however, some formats are more insightful than others.
A demo video, for example, is super effective for lead generation, rather than brand awareness. Of course, it will create awareness, but its main task should be to provide insight into what you offer to encourage the audience to convert.
This same reasoning applies to videos that drive sales. Here are some formats to consider:
- Customer testimonials. This format shows real customers having real problems and their experience with your products/services. They speak to the public in a way that product descriptions cannot, improving trustworthiness and credibility.
- Promotional/Limited Offer Campaigns. Do you want to eliminate old inventory or introduce new products or features? Create a promotional video that shows impressive aspects of your products/services and limit it in time to encourage quick purchases.
- Influencer interviews. Relevant industry influencers your target audience follows can help influence b2b buyers your way. Schedule interviews where influencers talk about industry trends, practices and experiences and tie the conversation to your products/services.