TThe B2B sector and especially marketers often have to face several crises at once: the dilemma of heterogeneous target groups (keywords: industries, areas of application, decision-makers), the lack of knowledge about their target groups and target persons, and the lack of a large number of online channels, which, in addition to specialist media and trade fairs, sometimes play an extremely important role depending on the industry.
And although content marketing is becoming more and more important
As mentioned above, online channels are becoming more diverse and SEO is becoming more complex, most B2B marketers still think in terms of channels. Abandoning channel thinking But in B2B online marketing, there needs to be a shift from channel thinking to target thinking. This means that more thought needs to be given to online campaigns. It is not the channel that determines the strategy, but the strategy that determines the channel.
What sounds logical and seems obvious loan database is unfortunately still not the case in practice. Therefore, the following way of thinking is advisable: limiting target groups and their information needs. Determining content and content types as well as their goal and purpose. And finally, putting together the appropriate online channels and instruments (see graphic) specifically for B2B industries. Currently, online marketing is mostly carried out using the B2B channel. But if there is a change in thinking, it will be possible to achieve better ROIs in marketing, as the online channel mix is strictly geared towards the best efficiency and advertising impact.
In the wake of this new way of thinking for many
It is important to use new technologies and methods. These make it possible to align B2B online marketing even more closely with the often very heterogeneous target groups (industries, segments, interest groups, etc.) .
Abandoning channel thinking and target persons. Users can already be addressed specifically for their interests using retargeting and remarketing. With these and future technologies, online communication can be aligned with the B2B purchasing process and the different interests of the target persons in the individual phases of the womenomics empowering esgs in japan purchasing decision process. Regardless of the channel, only related to the interests and behavior of the users (keyword: programmatic advertising). This will make it possible to address B2B users with the right messages and content at the right time during their online research and the selection of suitable suppliers.
Targeted approach to B2B customer groups
Ideally, every B2B user, whether buyer, user, decision-maker, employee or applicant . Gets the website with the content that is right for them in their situation. To do this, it is necessary to ask about the needs . Of the users and to enrich them with insights into user behavior.
This makes it possible for target groups in the B2B environment to receive the content that is right for them and to find their answers even faster. In this context, content marketing also plays an important role in precisely addressing . B2B customer uab directory groups. Abandoning channel thinking The aim should therefore be to address users with the right content at any time, regardless of the channel, based on their interests.
And experience has shown that this works best when B2B marketers carry out holistic, comprehensive and networked B2B online campaigns instead of silo campaigns. Of course, permanent measures such as SEO and SEA as well as email marketing are essential for many B2B industries.
However, targeted and networked campaigns usually bring B2B companies more leads than individual, non-coordinated measures. This is basically nothing new. However, B2B marketers are only now beginning to understand the power and benefits of this approach and the impact of content.
At the end of the click on a search engine entry, a display ad, a text ad, a social media post or a newsletter link, there should always be content that offers added value.
This content not only satisfies the users’ need for information
heir everyday work and their professional interests. The content also satisfies the search engines’ desire – the desire for understanding. After the Google update from 2013 mentioned above, another Google update from 2015 plays an important role. Since the update in autumn 2015, it has been clear that Google’s search engine wants to understand and learn better.
Learn to understand what people read and see. Learn which rules and patterns content is subject to and what they mean for users.
This gives content marketing a strategic role in both user communication and SEO effects and online campaigns in the B2B segment. Content marketing is not a hype. Content marketing is the most decisive change in communication with B2B target groups. And this change began 6 years ago.