Having a comprehensive marketing strategy is essential for your company’s success, whether that be a social media based one, or one revolving around in-person marketing.
But what many businesses don’t realize is that an effective strategy doesn’t need to focus on just a single avenue.
B2B Multichannel marketing, as the name implies, means not only leveraging one type of marketing, but spreading your efforts across two or more channels. It is concept that is especially important for B2B companies to master due to the increasing difficulty in finding clients.
Today’s topic is all about multichannel marketing, and we’re going to give you all the information you need to start out with it.
B2B Multichannel Marketing Strategies
Of course, there are many more types of marketing that you could consider, but for now we’re going to focus on the 4 options to help you grow your business on the internet. Each has its pros and cons, so make sure to choose the ones that fit your company’s marketing needs the best.
1. Content Marketing
While there are many different marketing tactics that can be used in a multichannel strategy, the one type that should always be included for B2B companies is content marketing.
And given how important it is, you need to be sure to do it in the correct way. You can’t follow the same rules that B2C companies do for their content. You’re going to have to be more strategic.
Your content must be consistently released, so you have to stick to a content schedule. And it needs to be centered around a problem, a solution provided by you, and why choosing you and your company would be better than the reader going with one of your competitors.
Examples of content that you could provide would be case studies, whitepapers, FAQ pages, success stories, client testimonials, or even video demos of what you have to offer as a B2B company.
2. Paid Ads
Obviously, you need to have a budget for this one, but ads are a helpful addition to your strategy no matter what other types of marketing you’re pursuing. So it’s one that you should probably have in your marketing roster.
Ad marketing can be especially powerful if used alongside social media marketing. But as a B2B company, you need to be careful which platforms you invest your ad money into.
B2B companies tend to pay for ads in the following social media platforms, and they’re ordered in popularity:
- YouTube
There are many other platforms companies often purchase ads for, but they’re not as common. Some include Pinterest, Medium, and Quora.
3. Email Marketing
Email marketing has worked time and time again for B2B companies. It’s actually one of our top suggestions for channels to consider, even above social media since it’s more optimized for B2B.
Email marketing is unique because it allows you to stay in contact with potential clients all the way through the sales process. And communication is key for moving leads down the funnel and ensuring that they convert into paying customers.
But if you do decide to do an email marketing campaign then you’ll need to automate it. It’s far too much work to do effectively without some automatic sequences.
4. Social Media Marketing
Social media is definitely used more frequently by B2C companies, but if you choose the right platforms then your B2B company can thrive as well.
The most effective platform for B2B marketing is LinkedIn, and this is because it was designed to connect professionals together which is how B2B companies find clients. Check out our in-depth guide on LinkedIn Marketing.
But just because LinkedIn is your best option, doesn’t mean that it’s your only one. Some other great sites to look into are Facebook, Instagram, and Twitter – all of which provide powerful targeting options to help you reach your buyer persona.
Conclusion
As a B2B company, you need to be using every tool at your disposal to get more clients and grow your business. The B2B scene is very competitive, and every marketing strategy you’re doing will likely also be done by your competitors. That is why having several channels could make all the difference for you.
As we’ve covered in this article, content marketing is one of the most effective strategies for B2B companies to master. But it’s also equally important to incorporate other strategies that could help you acquire more leads.
As far as the other potential marketing channels go, you need to choose the ones that make the most sense for your company to pursue. You should always prioritize channels that you and your team are actually good at. There’s no point wasting time on social media if you just don’t have the expertise for it in-house, or the resources to outsource it.
You don’t have to go outside of your comfort zone to have a good marketing strategy, you can just play to your strengths. So be strategic about which channels you choose for your B2B multichannel marketing strategy.
