According to statistics compiled by Hubspot, B2C e-commerce sales reached $4.5 trillion worldwide in 2021; but this also affects the B2B sector, with 51 percent of buyers using Google to search for information about a purchase manufacturing email list they plan to make online, and it's not just about shoes or gadgets; searches for SaaS and other business technologies also represent a high level of interest in Google searches around the world.
The balance that digitalization of consumers and brands provides dictates new rules and in this article we will show you the most important elements to consider in a digital marketing strategy for B2B businesses.
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What is a digital marketing strategy?
Why is a digital marketing strategy important?
What is the most important thing in a digital marketing strategy?
How to create a digital marketing strategy?
Digital marketing plan and strategy, are they the same thing?
Most common mistakes
The best kept secret
What is a digital marketing strategy?
A digital marketing strategy is the short, medium and long-term process necessary to give your company a presence on digital channels, and to achieve this you must adopt actions that are part of a digital marketing plan organized in phases and SMART objectives for a buyer persona.
This point is very important because the SMART criteria (specific, measurable, attainable, relevant and timely) will help you determine which objectives of your strategy are effective and which are not.
In this case, the Specific criteria refers to what you want to achieve in your area of interest; Measurable refers to which KPIs or indicators you can use to measure efficiency; Attainable will answer the question: is it reasonable in relation to the internal and external situation of the company?; Relevant will explain why it is of interest to your company or your clients; and Timely will define how long it will take to achieve the goal.
Each company has particular characteristics that differentiate it in the market, and that is why there is no magic formula that works for all organizations. So the first rule for your digital marketing strategy to be effective is that it must go hand in hand with the general development strategy of your business.
Many companies, even in B2B sectors that generate large businesses, sometimes do not believe in a digital theme because they think that their product is so sophisticated and so expensive that it cannot be positioned on the Internet. However, this thought is out of touch with reality.
Before the pandemic, organizations could decide how digital they had to be, how much they got into those channels or not; after it, all companies realized that they needed mandatory digital communication, since face to face could not exist, and the need for exposure remained permanent.
This graph is an analysis of more than 1,500 companies (almost 70 percent of the B2B sector) that shows us how companies in the B2B sector saw their web traffic increase week after week since the pandemic.
When companies lost their stability zone, they were forced to enter the digital channel and many of them did not have the adequate infrastructure to do so.
