Key B2B Marketing Trends to Watch In 2020
With B2B marketing, you are always bracing for whiplash. While something works for a while, it could be on its way out before you know it. To make sure you don’t get left behind, you need to look for trends.
Instead of taking action at the tail end of a viable strategy, decide to pay attention to trends and be at the forefront. B2B is a field where the right strategy can mean millions and more in business. Continue reading this article to find out about the B2B marketing trends you should pay attention to in 2019
1. Word-of-mouth Marketing
The trend towards word-of-mouth marketing has been on the upswing for quite some time, but in 2019 it will be even more important. B2B marketing strategies that prioritize customers will continue to and increasingly rely on peer recommendations, online reviews, and social media as they make their decisions.
Third party review sites are another great place to build buyer confidence. Continue building relationships with loyal customers, and you’ll find they are a great non-paid sales team. There’s no need to spend a lot of money building these relationships. Offer exclusive content, special offers, customer appreciation events and even create a referral program for good measure.
Social media is another great way to engage with your audience and build goodwill. LinkedIn is especially effective for B2B companies since much of your target market is there.
2. Conversational Selling
All selling used to be conversational selling, but having one-to-one conversations haven’t been scalable, so it has fallen to the wayside. Never fear because conversational selling is making a comeback through live chat and messaging apps. The beautiful thing is that businesses can do this affordably without hiring large sales teams.
You can use conversational selling to attract visitors to your website, convert them to leads, use follow-up strategies to convert leads that need a little extra nurturing. Once a lead is ready for the sales team, you’ll have criteria in place that will let you know. Providing timely support is the perfect way to improve the user experience.
To create a successful conversational selling campaign, you need to make sure your interactions happen at the right times and in the right places. You should be providing customers with helpful information in real-time. To effectively craft conversations, your customer data management platform needs to allow your team to access all customer data from one place.
Mix information you have with real-time interactions to deliver the best conversational selling experience for every buyer. When you do this, your conversions will increase greatly.
3. Shift Towards SEO Topic Clusters
Appearing at the top of the search engines is a necessity. Your potential clients are searching for information throughout the various stages of the buyer’s journey. Whether they are in the awareness or comparison stage or if they are ready to buy, you want to get in front of them with relevant content.
Using a keyword strategy from 2009 isn’t give you the results you want. Instead of only relying on keywords, leveraging HubSpot’s content pillars and topic clusters are the only way your SEO strategy can flourish in 2019.
Businesses focusing on strong, relevant and valuable content will see SEO success heading into 2020.