We can all agree that this year has been a little difficult for most industries. However, there have been a few benefits and one is the increase in what digital marketing can do for your business.
Our team has compiled a list of things we feel are the best changes to happen over the last few months. Here are the top five digital trends for B2B marketing in 2020.
1. Using Instagram
Believe it or not, this social media channel is becoming more popular with B2B firms. Not only can you highlight your staff in action or focus on a particular product that your customers need, Instagram gives you the option of running paid ads targeted at your specific industry. For example, you can point your ads to show up in the feeds of those who follow a specific industry association or group. It’s definitely a win if you’re looking for brand recognition.
2. Video Marketing
Another surprising digital trend for B2B companies this year is video marketing. If you stop to think about it, this actually makes a lot of sense. Having your sales team create videos that point out the specifics of your product or make it easy to understand why your company is better than the competition is almost like performing an old-fashioned sales call. It also gives you the ability to show instead of just tell. In an age where social distancing is a must, this is a really good thing.
3. Focus on Local Search Optimization
While local search optimization has always been important in B2B marketing, it seems like it is now bigger than ever before. Google My Business listings are really a cornerstone of your search engine optimization strategy and more companies are starting to pay attention to their profiles. This is a good thing, as it makes it easier for managers and supervisors at customer firms to find what you’re offering and get in touch with you.
4. Evergreen Content
If you’ve done any sort of digital marketing for your B2B company, you already know that continuously adding blogs and articles to your website is important. This year, however, it seems like more businesses are focusing on evergreen content. What does this mean? Well, instead of just updating news that could change in a few months, they are focusing on building out frequently asked question pages, staff bios, and business background information. In the end, this helps your customers get a fuller view of your firm and builds trust with your organization.
5. Omnichannel Marketing Use
Finally, one of the biggest digital advertising trends of 2020 for B2B firms is omnichannel marketing. Instead of just tossing up an ad on Facebook or writing a new marketing email, companies finally understand that it is important to run cohesive and professional campaigns across several channels at once. This allows your target customer to see your brand name in multiple places, which increases lead capture and improves sales.
While this year has definitely been a different time for B2B companies, the use of digital marketing is on the rise. These five trends are not slated to go anywhere soon, so it is a wise idea to adopt them sooner than later for your overall marketing plan.