All of us in one way or another use various communication channels and methods of communication with customers. What methods of online communication are most effective for communicating with customers in the segment of b2b-sales?
B2B marketers say they are most effective: e-mail, organic search engines, releases and publications officially released by companies, webinars and LinkedIn are the most effective digital methods of communication with customers and tactics for generating sales. This conclusion is published by DemandWave according to a recent study.
Popular B2B communication methods
The most popular methods of marketing communication in online marketing among B2B marketers are:
social networks (95%),
Email (93%)
SEO for the purpose of top search engine search results (91%).
But this is about popularity ... and this does not mean at all that it is the effective marketing methods and tactics that are listed. What is effective in b2b online marketing?
How to attract B2B customers?
If we talk about efficiency, then Email leads as the leading channel for attracting potential customers (73% of respondents say this is true), and then marketing experts call SEO and organic search (70%).
B2B Marketing Content
The most common type of content created by B2B marketers are:
white papers: technical and informational releases, corporate materials are rated as the main type of content to attract potential customers (53% of respondents say they use it),
webinars - 50%;
case studies, reports containing experience and practice - 44%;
blog posts (82% say they post professional posts);
videos publish 35%
b2b most popular content in marketing
But these are the results of the study. If you want, I will tell you a little about the other experience of attracting B2B clients, which does not contradict the above data, but complements the survey picture and without which information about emitting clients to get into B2B would not be complete.
Thus, most of the traffic to the site comes from search engines, which may indicate that the content of this site:
it is also present - relevant to customer requests;
was properly optimized for search engines.
what the company sells in the b2b segment is understandable and familiar to its customers.
If you find that your site receives significant traffic from another source (from webinars, say). If so, you need:
Understand why you do not have non-CEO client traffic?
dig deeper into this online method that generates traffic to determine the cause.
About the Study:
Reportwas based on data from a survey conducted in November and December 2018, among 179 B2B merchants of leading companies in the United States. Respondents work in firms in various industries, with the largest share in the sale of software products for B2B (39%) and business services in the field of B2B (17%).