Heading into 2023, we are going to see a wide range of B2B marketing strategies that are aiming to be bigger and better than the rest. Between the latest technology and different industry challenges, many B2B businesses are going to be thinking outside the box to reach their target audience in an authentic, engaging manner. Here are some of the B2B marketing strategies we live by that you can follow in 2023.
Know Your Niche
Knowing exactly who your target audience is and what they are looking for will help you appropriately and successfully market your B2B brand. B2B marketing requires you to understand your niche. What challenges do you solve? What makes you special? Knowing the specific niche of business you are targeting your marketing efforts to will help you align your brand in the best way, resonating with their team and piquing their interest – eventually becoming a sales lead.
Getting to know your niche begins with research and analysis. Gathering as much relevant data as possible will help you get a clear picture of where your brand is now, and what you need to address to reach your goals. Data analytics are a major tool at this stage, because they provide insight into the inner workings of both your business and your customers. You can also use data analytics to understand the competition that is vying for your niche audience alongside you. Data analytics serve as the window into business success for B2B marketing. Are you taking advantage of your KPIs and market data? If not, 2023 is the time to get started.
Optimize Your Website
Having a strong website is everything when it comes to B2B marketing nowadays. A bad website is not neutral, but rather does more harm than good and can scare off countless potential or even returning customers. You have 15 seconds to make a positive first impression with your website visitors, how are you using that time frame? What impression does your immediate home page give?
A strong B2B website should feature your mission, services, and values while also being easy to navigate with options for further browsing such as blogs or case studies. More content does not always mean good content, which is why you should take the time to examine your SEO rankings and website data to get a clear understanding of how your website currently ranks. Does your audience search relevant keywords to get to your website? When they reach your website, how long are they staying? Are they navigating through different pages and spending meaningful time on them? These are all indicators of the success of your website and can provide insight into what needs to be optimized. A few key details to consider incorporating into your website include:
- Original photography
- Engaging content
- Vibrant colors
- Relevant logos/visuals
Any B2B marketing plan will have little substance or cohesiveness without a meaningful website or an underperforming one. A strong marketing strategy should include the design and launch of a polished website, but long-term success lies in being able to return to your website and optimize it for constant relevance.
Automate Your Marketing
2023 is going to be the year of automation, and your B2B marketing strategy should reflect that. Automation has made getting simple tasks done so much easier and more efficient, why not take advantage of that? There are many different operations you can automate within your B2B marketing strategy including:
- Email marketing
- Social media posting
- Customer relationship management
Automating repetitive, time-consuming tasks frees up your time to get creative and strategize instead of copying and pasting email marketing content. Email marketing is incredibly easy to automate, with excellent platforms such as Active Campaign and Mail Chimp available. You can set up and schedule your email(s) to launch to your contacts whenever you designate, either instantly or at future times. The software also often records the data and provides you with it in a cohesive report that gives you the full picture of your email marketing campaign’s success. Cohesive reports give you the full picture of your email marketing campaign’s success.
Automating social media is also a great way to cut down on time spent entering content or pressing “send.” Like email marketing, there are many different tools out there that allow you to automate your social media posting, even allowing you to preschedule months in advance. Platforms that are connected like Meta’s Facebook and Instagram even allow you to set up your social media on one account and automatically share it with the other. Automating your social media can help you ensure you never have a lull in activity.
Research conducted by Forbes found that 34% of marketing teams will increase the budget for customer engagement by 10% or more, which means your B2B brand must be prepared to take your CRM a step further. Utilizing B2B marketing automation for customer relationship management (CRM) can be tricky. Customers do not want to feel like they are interacting with a robot, but you also cannot be available 24/7 for CRM. Automating surveys, integrating chatbots for FAQs, and more can significantly reduce your hands-on tasks, freeing up your time to build relationships and optimize your communications. Getting the most out of your investments will require research and trial-and-error, but marketing automations will make a significant difference in your overall success in the coming year.
Head Into 2023 Strong
Every industry is going to see an uptick in the demands of their customers and market in general. There is going to be a push for more automation, better websites, and a clearer understanding of the niche businesses you serve. The gap between strong brands and weak brands is going to be wider than ever in 2023, and those who invest in their B2B marketing strategies will come out on top. Getting your B2B marketing strategy in order for the upcoming year is not instant, but an experienced, niche B2B marketing firm such as Millennium Agency can get you on the right track. They have the right tools and experience to know exactly what strategies are best for your B2B marketing plan, and can take it a step further and manage your brand for long-term success. Schedule time with the Millennium Agency team and head into 2023 a step ahead of the rest.
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who creates value that builds emotionally impactful brands that influences your customer’s buying decision, giving you the competitive advantage. As your industry partner for B2B pharma/biotech, technology and manufacturing, our proprietary research-based framework makes a strong impact and accelerates your brand growth. While you focus on what you do best – running your business successfully – our team will build your brand, and drive leads. For more information, call 877-873-7445.