The B2B marketing area is a far more complex playing field than that of B2C and as such needs specific, strategic direction that will drive it from different perspectives. While consumer based content marketing is becoming easier to understand and read in terms of what is trending, let’s take a closer look at some of the more complex trends to watch out for in terms of B2B marketing for 2015:
- The Mobile Dominatrix
That’s right – mobile is dominating right now across all sectors and will go on to reign as queen in the content marketing domain in the coming year. You need to understand that businesses are actually people too and are engaged in the same media as other consumers and as such this means you need to apply content optimization techniques for mobile and even wearable electronics to be able to access them – the difference is that your content has a more business-like tone and visual feel in order for you to distinguish your message from consumer brands.
- To Pay is the Way
Paid placements are increasingly becoming more popular on consumer and business-based platforms alike. As such it is time that businesses also invested in sponsored and paid placements across digital media because the arena has expanded to beyond Facebook, offering paid advertising options across the board on newsfeeds, LinkedIn, Twitter and others. If you know which digital platforms are working better for you, then chances of increasing your consumer base in those areas through paid placements will work even better for you.
- Micro Targeting Works
While your product or service may not be a niche one, the strategies you apply to communicate to your audiences needs to be so. Detailed segmentation and it’s resulting potential for personalization needs to be more focused in the coming year for content marketing on a B2B level that will allow you to send the same message in different ways to smaller sub segments of your email lists for instance by making the information relevant to the personal information you have on each business in your segment.
- Automation to Play Better
Take a good long look at the tech based marketing tools you currently use such as your bulk email or SMS automation platforms. Marketing automation tools for instance exist to make the workload easier for you and help you respond to customers faster than it would have taken you to do it yourself. Use tools that could send out email immediately to an inquiry for instance thanking the sender for their email and letting them know a member of staff will get back to them shortly. Won’t this be that much better than having them wait until you find the time to get back to them personally?