Tips and Tools for B2B Online Marketing

Written by: Jason Bayless | November 30, 2016
There are many tools and resources to help you reach out to other businesses online. B2B marketing is a little different from B2C marketing. You have to know where to find your audience and address its needs. The following tips and tools will help you with your B2B online marketing efforts.

Use LinkedIn

LinkedIn is one of the best resources of all for B2B marketing. While this social media network isn’t quite as large as Facebook or Twitter, it’s made up almost entirely of business professionals. Another notable fact about LinkedIn is that the average salary of members is over $100,000 per year. The first thing you have to do to establish a strong presence on LinkedIn is to build up a large list of targeted followers. If you don’t already have this, it’s not difficult to do. No matter what kind of business you have, there are many thousands of people on LinkedIn in your industry. You can also follow people who have businesses that are complementary to your own and who might need your services. For example, if you provide SEO services, any business with a website is a potential customer.

There are many ways to leverage LinkedIn. You can join or start groups. This is useful for listening and research as well as engaging with potential customers. You might also try paid advertising on LinkedIn. Sponsored posts, for example, can direct people to your own LinkedIn page or to your business website. If you have a free LinkedIn account, you may want to consider upgrading. Business Plus features, which include the ability to send InMail messages to anyone, are especially useful for B2B marketing.

Focus on Trending Topics

Business owners must be proactive and forward-looking. They’re using searching for the latest tools, products and technologies to help them grow. That’s why you should be reaching out to businesses with content that’s topical and up to date. While some evergreen topics are always worth covering, make it a point to keep up with the very latest trends in your industry.

Predictions, backed up with real data, are also welcome. For example, real estate agents are always interested in educated predictions about the future of home prices. Retailers are anxious to learn what gifts consumers are likely to be purchasing for the holiday season. It always pays for you keep trending and future-oriented topics in mind when producing content for your blog or social media pages.

Create Webinars

Webinars are one of the most effective B2B marketing strategies you can use. It’s now easier than ever to put together a webinar, even without technical expertise or costly software. There are quite a few inexpensive platforms that make it simple. You can even start out using Google Hangout, which is free. Webinars give you the chance to engage with people in a way that’s not possible in email, social media or on your website. They provide an interactive experience that lets you get into depth on a certain topic. The key to engaging webinars is addressing issues that your audience really cares about. You might interview an expert in your industry. Or that expert might be you.

Webinars are especially valuable for acquiring leads. They can aldo be used to pre-sell products, introduce people to your brand and increase traffic to your website. This strategy must be combined with other lead generating tactics such as an email list and social media. Use email, social media and your website to promote your webinars. Your webinars, in turn, will help you build an audience for your other platforms.

Reaching a B2B audience presents some distinctive challenges compared to a more general or B2C audience. You’re addressing people with more specialized knowledge and specific concerns. In order to engage successfully with businesses, you have to create content that solves their problems and offers them some tangible value.