Digital selling is fast evolving due to the expansion of the internet and online marketing is now an integral component of sales. Even though 95% of B2B marketers have social media accounts, only half are regularly active. This means that 50% of B2B marketers with social media accounts have no online presence, resulting in losses of great prospecting and social selling opportunities.
But how can you digitally market your product or service effectively in order to increase sales? Creating a marketing strategy is vital for digital selling as marketing and sales go hand in hand.
Here’s how you can develop a digital marketing strategy to help you to prospect and sell effectively!
1. Establish an online presence by engaging with prospects
Creating a recognizable brand will help you to establish an authentic online presence. Having an online presence is so important and engaging and interacting with your audience online can encourage this as you’ll be an identifiable support for them when they are looking for solutions. While posting on your social media profiles and publishing blog posts are great, it’s also important to interact with your followers directly, not just indirectly. If they ask you questions or give you feedback, make sure you acknowledge them and offer solutions or advice. If you receive a lot of the same questions, then writing blog posts addressing those issues is the best way to engage with your followers. So don’t be passive on social media and maintain that presence you establish!
2. Review the data gathered from your social media accounts
Make sure you analyze which content gets the most impressions and attention from your audience. For example, on Twitter, you’re able to view the “Tweet activity” on each individual tweet allowing you to see how many people are liking, retweeting, and clicking on your profile, etc. After a while you’ll be able to determine which posts do well and which ones don’t. Review how many followers you’re gaining per day and come up with a target number of followers you want to reach by a certain date. On Facebook, you can see how many impressions your posts receive and how many people they reach by clicking on “Insights” at the top of your page, then “Posts”, and then by viewing “Engagement”. Like Twitter, you’ll be able to see what Facebook posts work and you can continue to post that type of content. On LinkedIn, you can click the “Analytics” tab at the top of your page. This is very helpful information for you to gather as it’ll be much easier to see where you can improve your shared content!
3. Research demographics and statistics regarding your audience
Knowing your target audience is important, especially when it comes to their interests. Researching who your audience are and what interests them allows you to tailor online content to suit these interests in the future. This will encourage your audience to come back to your content as they know you’ll regularly appeal to their interests. On Twitter, you can review your followers’ interests through “Analytics” and by clicking on the “Audience” tab. This will give you a wide range of data, which is very noteworthy, especially if you’re serious about digital marketing. On Facebook, “Audience Insights” allows you to view audience demographics, location, language, and much more: facebook.com/ads/audience_insights. On LinkedIn, you can view the demographics of your audience in the “Analytics” tab. Again, this will give you an insight into what interests your audience, helping you to come up with a plan for your digital marketing strategy.
4. Digital selling tools
It’s a good idea to utilize a digital selling tool to assist you with prospecting. Using digital selling tools, such as Connectors Marketplace, takes a lot of the work of prospecting out for you, meaning you have more time to focus on selling! Here at Connectors, we provide an automated lead generation tool for inside sales teams. By inputting bio keywords into the data search bar, prospects relevant to that keyword will appear. You can also filter the location, which narrows it down even further. Digital selling tools such as this one can really help with digital marketing because it takes out a lot of tedious research, allowing more time for selling. By including the use of digital selling tools in your marketing strategy everything will become so much easier!
5. Content marketing and SEO
The best outlet for online content to assist with digital marketing is a blog. B2B companies that blog generate an average of 67% more leads than those that don’t. Providing a blog on your website also drives traffic, so more people will see your product or service. As with your social media accounts, tailoring your blog posts to your customers’ interests will cater to their needs. Answer questions and offer solutions! SEO (Search Engine Optimization) is an important part of blog writing. WordPress is a great option for blogging as it already has a function for SEO. You should also make sure you include keywords in the title of your blog posts and within the first paragraph. Don’t be too repetitive though, as Google may interpret it as keyword-stuffing. Blog posts are a great way to spark interest among your potential customers as providing ideas and insights will certainly be useful to them!
Coming up with a B2B digital marketing strategy will be very useful to you when it comes to digital selling. By establishing and maintaining a social media presence, reviewing data and statistics relating to your audience, investing in digital selling tools, and posting online content you’ll be well on your way to achieving success in digital selling!