We have gotten so many comment requests for more B2B marketing posts – comments like these.
Even though we’ve already done a couple of B2B marketing blogs, you guys still have questions! And we’re here as your resource.
So today, we’re going to cover some of the specific B2B marketing questions you have asked on our YouTube channel.
As well as touch on a few aspects of the topic that we have not talked about to date.
Now, the fact that we’re writing this post does not make the other B2B marketing posts that we’ve published outdated.
And if you’re wondering, “Okay.. then what are you covering in this post?”
Today, we’re specifically going to show you some real-life examples of how we’ve helped some of our B2B clients.
And this includes an industrial B2B example too!
Also, at the end of this post, we’re going to give you a quick list of ideas you can use for lead magnets.
Why Is B2B Marketing Important For Your Business?
So we know that 57% of the purchase process is complete before B2B buyers contact a company, and 67% of the buyer’s journey is now done digitally.
What does this mean for you?
It means your buyers are doing a lot of research online on their own.
And, they are more than halfway sure about whether they want to utilize your company or not, before you even breathe hello to them.
So in other words, your digital marketing and marketing funnel overall need to be on point.
You’ve got to use all of your marketing efforts effectively so that you’re attracting the right audience and tackling all of their:
- goals, and
…upfront, in places where they’re doing their research first.
Now we’re going to go over a few real-life examples of how we put the top B2B marketing trends and strategies into play, starting with one of our clients.
How We’ve Helped Our Clients With B2B Marketing
1. Brick Staffing
Brick Staffing is a staffing agency that services the entire United States, and they specialize in helping businesses find the right candidates to hire.
We used Google ads to drive 876 conversions at about $15 per conversion.
So how did we do that?
Well, to start with, this is the landing page we sent traffic to.
Honestly, you can see that it’s nothing fancy.
You don’t have to spend an arm and a leg to get an effective landing page.
Here are some things that made this landing page work:
a. Right away, the audience knows what this company is and what they do. They help you “Hire Skilled and Experienced Employees.”
b. They preemptively tackled common pain points that they know their audience usually experiences with this process: stress and time.
They say they’ll help you employ new people “With Minimum Stress and Without Going Over Budget.”
c. Then when you click to learn more, let’s look at the lead form they’ve got there. They ask for more than just their name, number, and email.
They also require you to select what industry you’re in, and whether you are a candidate or a client seeking service.
Now usually, businesses are afraid to ask for more than a name and email for fear that they won’t obtain many leads at all.
But isn’t it better to receive fewer leads of higher quality that are more likely to convert than a bunch of low-quality leads that you can’t even get in touch with?
Having the extra prompts helps filter out the bad leads.
And in this case, the extra questions didn’t even deter the number of qualified leads we got.
We still got a great conversion rate out of this landing page, and our client got not just an influx of leads…
…but qualified leads with solid information, without actually having to speak with them yet.
Now if you want to learn more about landing page optimization, then you’d better read this post next.
So that’s the landing page we sent traffic to, now let’s look at the ads that appeared on Google that sent them there.
These are the main 3 ads we A/B split tested for this B2B marketing strategy.
We used relevant keywords that we previously researched to know if they have a high search volume.
But the other key takeaway here is that your ads should be very obviously related to the landing page you direct traffic to.
If the ads promise a 10% off offer that is not on the landing page, you might start seeing higher bounce rates.
Now we used Google ads here, but the same principle applies to other forms of advertising.
For example, if you’re advertising on Facebook, where you can have a graphic or video to go with the text…
…make sure the branding on that creative is aligned with the branding of the landing page.
The goal here is for your audience to find what they were expecting, having clicked from your ad to your landing page.
So now, let’s briefly talk about who we delivered these ads to.
These were search campaigns on Google, so the targeting was based on different keywords that were relevant to our client and their audience.
And, we sectioned them out by industry in this case, choosing the top industries that made the most sense for them based on their historical customer data.
Google ads are a great B2B marketing strategy for B2B companies, but it’s more than just putting up an ad.
You have to think of your audience through every step in order to set up an effective campaign.
2. Machinery Network
Our client Machinery Network services the manufacturing industry and provides the largest quality inventory of:
- used metalworking machinery,
- plastic, and
- fabrication machinery
…in the industry.
We performed SEO for them because they wanted to appear on the first page of Google for relevant search queries.
With this particular SEO campaign, we achieved 27 first-page rankings for them, which is awesome.
They started out with zero first-page rankings, so how did we achieve this?
We pinpointed 5 focus keywords that were relevant to them and their audience, and then built our SEO campaign around those 5 keywords.
This included creating optimized and strategic content filled with those keywords.
Now, SEO is such a vast marketing strategy.
There are hundreds of ranking factors that Google uses to determine who to rank the highest.
And therefore, there are hundreds of things you can do to optimize for those factors.
So we would advise checking out our complete SEO services if you’re really looking to dive into SEO.
You see, SEO is usually a B2B marketing strategy that works best for B2B companies.
Usually, in the case of B2B, your audience tends to Google the service or product you offer.
We know for us, organic Google searches make up the majority of the millions of hits we’ve received on our website.
It’s because when a business owner needs help with marketing, they type things in like “digital marketing company”, “social media marketing company”, and etc.
And so, we optimize our website around hundreds of relevant keywords like that.
This is so we can appear in the top results when you guys are searching those terms.
And the same goes for you and your business.
Think of what your audience would type into Google if they were in need of your product or service.
And then research those terms to see what people are searching for and how often, and build your campaign from there.
Now let’s look at one more example with B2B marketing in social media.
3. B2B Business in the Engineering Industry
We performed social media marketing for a B2B client that shall remain nameless due to our agreement with them.
But, we can tell you they are in the engineering industry.
We managed their Facebook, Twitter, and LinkedIn, and they saw an engagement increase of 42,875% in just 10 months.
A lot of B2B business owners tend to think social media won’t work for them, but let’s look at LYFE Marketing as another example!
We’ve gained tens of thousands of followers.
And specifically, we broke the 20K point in the last 5 months or so after really investing in our Instagram for about a year and a half.
We optimized for video content by publishing a lot of Instagram Reels and IGTVs.
And the value-added combined with users’ preferred media type skyrocketed our reach and impressions.
With social media, you have to keep in mind that your audience on these platforms are top-of-funnel.
You’re not usually going to see huge waves of direct traffic and leads come from social for your B2B marketing efforts.
That is unless you’re running social media ads, and even then, it’s usually not as effective as Google.
But does that mean you should rule social media out altogether? No!
Use social media to establish and spread positive brand awareness.
Use your profiles as a hub to provide loads of valuable information to potential buyers.
Remember at the beginning of this post when we said buyers were 57% through the purchase process before they even talk to you?
Your social media profiles are one of the things they’re checking out.
How do we know? Because it’s a literal fact: 55% of B2B buyers search for information on social media.
They want to know how credible you are. How does your social media hold up in comparison to your competitors?
70% of B2B buyers said that company reputation was the most influential factor when choosing which company to do business with.
Your social media can often be a direct reflection of your company’s reputation!
So in your social media profiles, you should:
- share your positive reviews on there,
- post some customer testimonials,
- make sure you’re answering people’s questions and engaging in the comments, and
- make sure you’re providing value to your audience.
There’s no quicker way to create a positive brand image in a buyers’ mind than when they find some information, they were looking for on your page, for free.
And on that note, let’s move on to the last thing we want to talk about today, B2B marketing lead magnets.
Lead Magnet Ideas For Your B2B Marketing
“A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details.”
So we’re going to quickly list out some different lead magnet ideas that may or may not be applicable to you.
Keep in mind that it just depends on the nature of your business, what you offer, and who your audience is.
The goal with any of these is to offer something your audience would want for free, and you give it to them in exchange for their contact information.
- A free ebook
- A free trial
- A free sample
- Free consultation
- Free subscription
- Free calculator or tool (for instance, we provide a free website audit for SEO)
So our advice would be to jot down a list of things that would be valuable to your audience that you can provide and automate without breaking the bank.
That’s why, usually, it’s something you can create 1 time and reuse with solid information.
For instance, a free ebook or video works really well for these.
Now if you want to have the same great results as our clients, then contact our B2B marketing agency today. Get in touch with us to schedule a meeting.