B2B Digital Marketing Services – 7 Tips for Your Business

By: Frank DePino | March 23, 2023

B2B digital marketing services are a great way to expand your brand, grow your audience, and bolster your sales. Which services should you incorporate into your next B2B marketing campaign?

The following are benchmarks of B2B digital marketing services:

• Web design and development
• SEO
• Content marketing
• Email marketing
• Social media marketing
• Video marketing
• PPC advertising 

Keep reading for more information on the above B2B digital marketing services, including pointers on how to implement them into your own campaign so you can drive more of the outcomes your business needs!

7 Must-Have B2B Digital Marketing Services to Implement into Your Campaign

Web Design and Development

Although you’re marketing your products or services to other businesses rather than the general public, your B2B business must still prioritize web design.

What kind of design elements are integral when building your site? According to B2B web design service Bop Design, here’s what you should incorporate:

• Simple-to-use navigation
• Concise CTAs
• A contact page with your social handles, a phone number, and an email address
• A business portfolio or case studies
• Products/services section

We have a roundup of exemplary B2B web design examples that showcase the above qualities to the letter. Be sure to look at that list and allow it to inspire you.

The second side of the coin that is your B2B website is web development. 

Today, anybody can build a website in five minutes and likely not spend a cent to do it. 

As tantalizing as website design templates and drag-and-drop features are, your time and money might be better spent on hiring a web development team instead. 

You don’t want your site visitors to have a feeling of, “hmm, have I been on this site before?” when they clearly haven’t. Avoid cookie-cutter designs and prioritize originality whenever you can across your site. 

SEO

The second in our list of B2B digital marketing services is search engine optimization or SEO. 

It doesn’t matter whether you’re in a B2B or B2C industry, if you have a live website, you should concern yourself with SEO. 

After all, SEO tactics dictate where your B2B website lands in the search engine results when people type in related queries. The closer to the top you are, the more visibility you gain. 

We have a very handy post on the blog where we recommend 10 B2B SEO strategies. We couldn’t possibly cover them all here, so we’ll recap some of our favorites to get you started with your own SEO.

• Prioritize site loading speeds: The average website should load in two to three seconds. If it takes any longer, WebsiteBuilderExpert states that 40 percent of your visitors can bounce. Do what it takes to get your website loading speed within the desired range.  
• Optimize your landing page: As a B2B business, your landing pages are some of the most important on your entire website. Thus, they’re worth going back and optimizing. Track the page loading speed, restructure the content so it’s more easily readable, naturally incorporate target keywords, and optimize around that keyword.
• Follow technical SEO rules: Although technical SEO is more complex than your basic SEO strategies, you can’t ignore it completely. Technical SEO concerns metadata, your site map, indexation, URL structure, and crawlability. Prioritize each area of your site and you could rise in the ranks.

Content Marketing

The next B2B digital marketing service to home in on is content marketing. 

According to Ahrefs, as of late 2021, just 10 percent of marketers (in both the B2B and B2C spheres) eschew content marketing. You don’t want to be one of them!

B2B content marketing can increase your brand awareness, strengthen your brand, generate leads, boost conversions, increase customer loyalty, and inspire more sales for your company. 

Creating a content marketing strategy is integral. You can plan what your editorial calendar will look like, determine which types of content best suit your audience and your message, create a workable budget, and discover metrics you can review to decide the success of your campaigns.

While content marketing is a catch-all term that refers to a multitude of content types, as we discussed in this post, it’s best for B2B businesses to focus on only some types of content.

Content Marketing – Here’s what we recommend

• User-generated content. Although much more known in the B2C sphere, user-generated content can slot into your B2B digital marketing campaign. UGC can include testimonials, guest blogs, and reviews. Sharing UGC content inspires trust in your audience, as it’s a customer advising another customer to use your products or services. 
• Whitepapers. Totaling no more than eight pages, a whitepaper is a type of long-form content about topics that you cannot write a blog post about sufficiently. Informing your audience about topics and concepts within your industry builds trust and establishes your authority. 
• Checklists. A handy checklist of the 20 things everyone in your industry needs to know when starting their careers or 10 trends for the 2020s will surely inspire people to read. Plus, checklists make an excellent lead magnet. 
• Memes. Yes, that’s right, we do recommend memes for B2B industries. Avoid crass memes and always keep them relevant. On top of that, use memes sparingly so as not to alienate your audience. 
• Infographics. You can take the content of a whitepaper or a top-performing blog post and convert it into an infographic. Infographics are easily read visuals that are also very sharable. If yours goes viral, you can increase your brand reach and possibly your lead gen as well. 
• eBooks. The B2B market is the perfect place for long-form content such as eBooks. When you have more content than what a whitepaper can contain, it’s worth sitting down and taking the time to write a multi-chaptered eBook. You can share individual chapters as lead magnets. 
• Case studies. Think back on your biggest wins and then retell them as a case study. Be sure to support your claims with plenty of data such as dollars you saved a customer (or made for them) or the number of customers they earned through working with you. 
• Videos. We’ll talk more about video marketing on our list of B2B digital marketing services later. For now, know that video is an integral tool in your B2B marketing arsenal. 
• Blogs. All B2B websites should have a blog. You can use your blog content to inform and educate your audience using short-form content (marketing resource Hook Agency says in 2022, the average blog should be 1,700 to 2,400 words). Post content regularly, target relevant keywords, and cross-post your blog content to your social media accounts.

Email Marketing

Continuing our list of B2B digital marketing services, email marketing is another one that your B2B business cannot forego. 

As we’ve touched on throughout this guide, your B2B website should contain opt-in forms that request the contact information of first-time website visitors. Upon signing up, they’re subscribed to future email correspondence from your company.

This correspondence will include welcome emails, drip emails, and perhaps newsletter content. 

Through email, you can engage with your audience, nurture growing relationships, and keep current customers engaged. 

Here are some B2B email marketing best practices to utilize going forward:

• Short subject lines are best: A 2020 report from Campaign Monitor recommends subject lines with a character count of 28 to 50 characters max. This allows those who check their emails on mobile devices–which is mostly everyone these days–to see almost all if not the entire subject line.
• Don’t oversend: You might have leads and customers on the hook now, so to speak, but one of the quickest ways to encourage them to unsubscribe is to bombard them with too many emails. Send no more than five emails a month.
• No dry content: Although you’re appealing to other businesses rather than consumers, that doesn’t mean you want to send dry, bland email content. Keep your tone conversational and reading your emails will be a joy. 
• Personalize: A 2020 report on 99Firms found that most B2B marketers–about 80 percent–think that personalization strengthens their customer relationships. Use personalization in your email correspondence whenever you can. 

Social Media Marketing

Businesses just like those you’re trying to target are on social media, so you should be too. That’s why social media marketing is next on our recommended B2B digital marketing services. 

Determining which social media platforms to focus on should be based on where your audience most gravitates toward. You do want to have a presence across several platforms though, as that’s what your customers will expect of you. 

What kind of content should you share among your B2B audience on social media? Your own blog content, UGC, checklists, and infographics, for sure. 

Don’t just cross-post your content exclusively, though. When you read an article or post that you find insightful, share it with your audience.

You want to give them a positive experience whenever they browse through your social media feed, and sharing informative or educational content is a great way to do that.

Be sure to engage with your audience on social media as much as you can. Respond to comments and messages to bolster your bonds. 

Video Marketing

As we said we would, let’s talk about video marketing as a B2B digital marketing service.

According to marketing resource Axon Garside, more than 80 percent of B2B businesses are currently utilizing video. 

The reason?

It’s been consistently proven that viewers retain more of a message when they view it rather than read it. It’s a difference of 95 percent versus 10 percent, says WordStream.

When producing video content, you must have a plan. Your video content should align with customers at just the stage of the sales funnel they’re in. That will mean producing different types of content to appeal to your audience segments.

Your B2B videos can be educational, informative, or both, such as tutorials. You can use video to establish trust, build credibility, and engage with customers. 

PPC Advertising

The last of the B2B digital marketing services to implement into your campaign is PPC advertising, which is short for pay-per-click ads.

We have a post full of best practices for B2B businesses using PPC ads for the first time. 

Keyword research is integral. The copy of your ad should be highly compelling; and any graphics or images need to captivate attention as well. 

You shouldn’t launch a PPC ad campaign without a corresponding landing page for each product or service you’re promoting. 

Be sure to set an ad spending budget as well. You should dedicate between $9,000 and $10,000 on PPC ads. 

If your B2B business is on the smaller side, you can scale back on your spending, but your ad reach won’t be as far.

The best part about a PPC ad campaign is that it keeps working even when you and your team have long since retired for the day or the week. You’ll generate new traffic to your website, have a full lead gen funnel, and enjoy higher-quality, warmer leads.

Conclusion 

B2B digital marketing services are a critical part of growing your business. Through the 7 strategies we outlined today, you can increase your brand awareness, strengthen customer relationships, increase lead generation, convert more customers, and boost your sales. Mediaboom is a digital marketing agency that can propel your B2B business to the next level. No matter where in your digital marketing campaign you need assistance, we’re here to help.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.