Digital Marketing for B2B in 2020

As we come to the end of another year, we look forward to 2020 and all the opportunities it holds. Doing this falls hand in hand with that ever-important planning we all need to do.

In this blog, we dive into the trends we forecast for 2020 and what you can do to make sure you are in front of the pack.

But first, let’s just clarify what b2b is:

B2B is shorthand for “business to business.” It refers to sales you make to other businesses rather than to individual consumers. Sales to consumers are referred to as “business-to-consumer” sales or B2C.

The most successful B2B marketers in 2020 will look carefully at the trends in the industry and really listen to and act on what they are saying. Knowing the trends that are likely to impact B2B businesses in 2020 can help marketers better understand where the business currently is, where it wants to be, and how it is going to get there.

Content Marketing is vital for Lead Generation and data is more important than ever! But content creation has made a shift and people react more to content when they feel like they are getting something in return. A very important strategy and one that Gary Vee calls “Jab, Jab, Jab, Right Hook”. Essentially what it means is “Give, Give, Give, Ask”. So plan your content around this idea. Don’t always sell or ask. Rather think about what you can give first.

VIDEO:

We all know that video is taking over in a big way. Video channels will be more effective going forward into 2020. In fact, 70% of B2B buyers and researchers watch videos on their path to purchase. More marketers are taking note of this trend, with 45% of marketers planning to add YouTube, and 41% Facebook Video, to their marketing strategies. AdSmart from Sky is a new technology that we look forward to exploring more in 2020.

How AdSmart works

For years, many businesses have thought that TV advertising has been out of their reach due to its mass appeal and associated costs. AdSmart is turning that thinking on its head – making TV relevant and affordable for businesses across the UK.

For more info regarding AdSmart from Sky, get in touch

EMAIL:

While the importance of video content is continuing to grow, written digital content should not be forgotten. Email marketing is still one of the best ways to get your message across to loyal and interested customers, and it’s free. This is where you should start to think outside the box. How can you get contact info from potential customers without spamming? Add a subscription button to your website and spread the word on social media. This goes hand in hand with the content you generate for your website, and this brings us to the next point… Blogging. How can we help?

BLOGGING:

Publishing blogs on your website is one of the best ways to up your game and strengthen your SEO. Crucial in a world that is ever-evolving. The difference between clients finding your website or not could just possibly be the fact that you give relevant info on your blogs which strengthens your all-round online presence. What can you write about you may ask? Why not give insights to your business and how it works. Or explain your services? Perhaps you know of legislations that have changed? How can we help?

SOCIAL MEDIA:

Social media is a big part of any business. Having a presence on social media is crucial for SEO and generating an overall online presence, so get a social media marketing plan in action. Choose what platforms to utilise carefully and make sure that it resonates with your industry. Does your business get more engagement from Facebook or LinkedIn? Or should you focus on YouTube or IGTV? Depending on your industry and the content you create, do some research to see what social media platform suits you best. Your social media platforms also connect to your website and again, strengthens your SEO and overall online presence. Put some thought into your social media advertising strategy as well. What is more important to your business: Lead generation or page likes? How can we help?

SEO:

Search Engine Optimisation is more important than ever. Making sure that when someone is looking for your business or industry, that you rank top. Google rolls out changes to its algorithm 500 to 600 times a year. No B2B marketer can be expected to stay on top of every single one of these updates, but it’s important to ensure your website is well-optimised for current (and future) algorithms. The best way to do this is to focus on your customers and their experience when they come to your site. By adapting your B2B SEO strategy to focus on visitors, rather than search engines, you are setting your business up for success. This tactic will help your SEO strategy no matter how many algorithm updates there are, as ultimately, Google takes cues from its users to determine how to rank sites.

A key trend to be aware of that is likely to significantly impact SEO going forward is the increasing use of voice search. Currently, 40% of adults perform a voice search daily, and it has been predicted that by 2020 50% of all searches will be voice searches. This will impact how SEO will be carried out, as website owners will have to start adapting their current SEO strategy to incorporate the nuances of voice search. How can we help?

WEB DESIGN:

Web development has also changed lately and consumers respond to mobile-friendly website more than others. This means your website has to be optimised for mobile to grab users’ attention, it’s important to deliver an experience that’s truly special and differentiating and having a well designed, informative, easy to navigate website is crucial. Every website should be updated every 3-4 years to stay current with how things change. When last did you update or refresh your website? How can we help?

ADVERTISING:

Online advertising needs to form part of your strategy for 2020, but this needs to be an add-on to your already successful video, email, blogging, social media and web design strategies. With Dynamic Ads or “machine learning ads” becoming more and more prominent it is important to understand where Google Ads and social media advertising is moving towards. The stronger you are in the previously mentioned parts of your digital marketing, the better your advertising will form part of your overall strategy. How can we help?

In closing, it is important to keep all these aspects in mind when planning your 2020 digital marketing strategy. At the end of the day, the most important thing for any business is the return on investment. Make sure that your return on investment is relative to the amount of time you spend creating relevant content and creating your online presence.

We would love to hear from you regarding your Marketing Strategy for 2020. Get in touch today for help in planning your next move.