Digital marketing has been around and is now established is one of the important strategic force along with traditional marketing Practices. Companies from all walks of business are trying to reach out to the customers and engage with them in a big way on various platforms, however when it comes to using the digital marketing for business to business marketing one can not use the same tactics as used for consumer marketing simply because results expected out of digital initiative in case of business to business marketing would be completely different.
Business to Business buying is more informed, multifaceted, high value purchase and direct process involving face to face interactions largely. However, in today's globalized business environment, where boundaries are blurred to great extent business to business marketers can't afford to turn blind eye towards the new age digital marketing force.
Digital marketing may not help business to business marketers’ in actual selling the products but it can be of great help in creating positive perception among the buyers and their buyers buyer, it also helps in attracting the talent, building positive perception in buyers end consumers and over long term it dose contribute in absolute monetary terms.Here are some ways in which business to business marketers’ can use digital marketing to their advantage.
Website: A well designed, search engine optimized website is an asset to any organization. It can be good source to demonstrate your capabilities and achievement to the buyer or strategic partners situated in distant corner of the world. It has been found that, almost 50% of business to business buying process is being done on Internet which involves critical steps like identifying suppliers, analyzing the capabilities of the supplier, rating the suppliers, getting the quotes and other basic information. Dell is one of the first organizations to offer enterprise wide solutions online.
Blog: Well research and industry specific blog can be great asset for any organization wish to become the thought leader in the area operations. Companies can talk about the capabilities and their future endeavors and their resource capabilities to reshape the industry.
Email: As written in my earlier blog, email is one of the most powerful tools available in digital space. E mailer in the form of newsletter can be of great way information dissemination across the buyers and suppliers and all the other stakeholders involved in the process. Also can be use for sending invitation to be part of exhibition or conferences or product launch.
Social media:- Specifically linked is great platform available to B2B marketers to explore and take advantage of. It ahead the highest response rate for mail communication. Companies which have offerings which can be influenced by buyer's buyer decision making then one can explore the social networking platforms like Facebook, twitter and Pinterest to build the positive perception and create a pull for their products from the end customers of their buyer. For ex. Companies like Intel, SAP etc. YouTube: YouTube is second most searched social site after Google. YouTube can be a great way for advertisement and product demonstration.
Webinars: Organizing regular webinars regarding your product and services for relevant audience can contribute to sales department by generating the qualified leads. Companies should organize webinars on regular basis to inform and update the potential customers about the companies next generation plans, new product developments or application of your offerings across the different sectors.
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