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THE ULTIMATE GUIDE TO B2B DIGITAL MARKETING STRATEGY FRAMEWORK


Jennifer James 4 months ago 10 Min Read 641 views

Listen to this article now




Digital marketing is a cost-convenient, easier, and more effective way of
generating leads and converting them into sales.

You can easily reach more people by spending less. Today, B2B eCommerce is
flourishing and your business can prosper very well if you use an accurate
marketing strategy.

But if you want a successful marketing strategy, you should write it in a
documented framework. So, if you want to create a framework to achieve desirable
results, use the below-mentioned steps.


CONDUCTING RESEARCH ON TARGET AUDIENCE

When you’re promoting your B2B business, product, or service, you keep a target
audience in mind. Your target audience is business customers.

Study these businesses closely. Like their Facebook pages or websites. And
regularly view their social media posts to see how they engage with their
customers.

Also, understand their customers. This helps you to know how these companies
deal with their customers. And the way they’re approaching their target
audience.

This helps you create a buyer persona for your B2B buyer. You’ve to understand
that the B2B buyer persona is very different from a typical B2C buyer persona.

Instead of demographics such as age, race, and gender, focus on other factors to
create a B2B buyer persona.

These factors can include the buyer’s role in the decision-making process. These
also include buyers’ needs and concerns. You also need to keep that company’s
goals in mind. Conducting surveys can help you in collecting useful information
for your buyer persona.

Suppose you’re a wholesaler of food and grocery items, and your target customers
are grocery stores. So, you’ve to study retail grocery stores. 

And create a buyer persona based on your supposed retail grocery buyer. And then
design a marketing strategy to target these grocery buyers.

Buyer persona effectively helps you in generating leads and segment accurate
leads.


EVALUATING COMPETITION

Learn how your competitors are dealing with their customers and running and
promoting their businesses.

Study how successful wholesale food and grocery distributors like Schenck Foods
and Value Wholesale are operating.

Visit their websites, and social media platforms and view their marketing
campaigns.

This lets you evaluate their strengths and weaknesses. You can adopt their
strengths while presenting an alternative to customers that these companies are
lacking.

You can design a marketing plan that sets you apart from your competitors. And
you can stay ahead of your wholesale competitors.


LEVERAGING OMNICHANNEL MARKETING

Using multiple digital channels to reach customers is very effective in
improving conversion and retention rates of customers.

McKinsey & Company is a notable global management consulting firm. According to
its research, 94% of B2B buyers consider omnichannel marketing to be more
effective in completing sales.

The same survey explains that B2B buyers use more than ten digital channels to
communicate with the sellers.

You can easily promote your business through various digital channels. These
digital channels include:

   
 * Email
   
   
 * Mobile Phones
   
   
 * Search Engines
   
   
 * Social Media Platforms
   
   
 * Wholesale Marketplaces
   


EMAIL

Email marketing has been traditionally a very popular and successful method in
digital marketing. It’s essential for generating leads and converting these
leads into sales.

First, you need to categorize your leads into different segments. And create
different marketing campaigns and content to target these leads according to
their needs.

Good email marketing tools like Mailmunch and Mailchimp provide a large number
of different email templates.

These tools also automate your email marketing campaigns. It saves you time in
contacting your leads.


MOBILE PHONES

There are so many options to leverage your marketing by using mobile phones. You
can design a B2B mCommerce mobile application. Or you can create a
mobile-friendly contact.

B2B marketers can benefit by using instant messaging applications like Telegram
and WhatsApp.

Create different groups with your polished leads. Share engaging content and
your new offerings with these groups.


SEARCH ENGINES

Search engines are a great source to find information on the Internet. Whenever
people want to find something, they simply visit Google and write it down.

Marketing through search engines is very useful. The purpose of search engine
marketing is to rank your website on top of the search results page.

There are two popular search engine marketing models: pay-per-click (PPC) and
search engine optimization (SEO).

PPC search engine marketing requires you to subscribe to a model. And then the
search engine displays ads for your website and its relevant pages on top. You
then pay a certain amount whenever a visitor clicks on the link displayed in the
ad.

On the contrary, SEO is the organic method of ranking your website on top. It
includes the usage of meta tags, title tags, keywords, and backlinks.

Good SEO tools such as Ahrefs, SEMRush, and Google Analytics provide top
trending keywords. You can also view your website ranking and traffic through
these tools. These tools assist you in using better ways to optimize your
website.


SOCIAL MEDIA PLATFORMS

Social media is useful to convey messages to target leads and promoting business
effectively. According to IDC, 75% of B2B buyers believe that social media
influences them in their buying decisions.

Social media platforms very popular such as Facebook, Instagram, LinkedIn, and
Twitter. B2B marketers gain benefits in lead generation and conversion from
these tools.

Design campaigns and spend a little by boosting your ads to reach more customers
of your target market.


WHOLESALE MARKETPLACES

Online wholesale marketplaces have experienced huge growth in the past few
years. According to Digital Commerce 360, marketplaces generated cumulative
sales of $56 billion in 2021. This has made marketplaces the fastest-growing
digital B2B marketing channel.

The reason is that marketplaces simplify your marketing and all of your
operational tasks. You’ll spend very less subscribing to a b2b wholesale
marketplace and utilizing its features. Below are some top B2B marketplaces that
you can try:

   
 * Alibaba
   
   
 * DHgate
   
   
 * SeeBiz
   
   
 * Global Sources
   
   

A large number of B2B buyers and sellers can easily connect with each other
through these wholesale marketplaces.


PRODUCING APPEALING CONTENT

Content is very important to cater to your audience. According to the Demand Gen
Report, a majority of B2B buyers rely on content during their research phase.
Content influences these buyers in making their buying decisions.

Content marketing should be your priority if you want to succeed in your
marketing campaign. Content can be in many forms such as articles, videos,
webinars, and case studies.

B2B buyers are decision-makers who’re running businesses and dealing with
customers. So, they’re smarter, having more knowledge of the industry than a
typical B2C buyer.

They need content that is informative and valuable to their business. Prepare
content that captivates your audience’s attention and appeals to their needs.


STRENGTHENING MARKETING TEAMS

You need to train your marketing teams properly to deliver good results. Educate
them completely about your business. Share and discuss your marketing framework
with your teams.

Different ideas can create a more effective marketing campaign. Provide
necessary tools to your marketing teams for effective communication with
customers.

The most important tool is a customer relationship management (CRM) tool. Having
good CRM tools like Salesforce and Zoho helps your marketers to store and manage
customer data.

These tools help to schedule and automate marketing campaigns. CRM also helps
you to store your interactions with your customers.

Good communication tools like Skype, Zoom and Slack streamline your
communication with your buyers.


CONCLUSION

We’ve guided you about important steps to create your framework for your digital
marketing campaign.

Note down these steps in a documented framework. Follow this guide step by step
to increase your sales and grow your business.


Tags : B2Bdigital marketinghome
 * 
 * 
 * 

Jennifer James January 9, 2023

previous article


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Jennifer is a freelance writer who speaks passionately about B2B Go -to Market,
digital disruption, online commerce, and companies.


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