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As a B2B company, it’s your job to utilize marketing to attract leads and take them all the way through the sales funnel. You have to constantly be on the lookout for valuable potential customers, and use marketing to draw them into your company.

Since marketing is always evolving, it’s crucial to pursue various B2B marketing ideas to stay ahead of the competition and grab those leads.

The following are B2B marketing ideas to try out in 2017 that will guarantee you reach your leads and drive your business goals forward.

Create Content That Answers Users’ Queries

To reach B2B leads, you have to start on Google, because 71% of B2B researchers will begin their research with a generic search, according to HubSpot. Unless you’ve invested in paid ads and listings third-party sites (capterra, software advice, etc)/directories, it’s going to be difficult for you to organically rank first on the Search Engine Results Page (SERP) and catch the attention of your leads. You can, however, ensure that your brand appears more often on the SERP by creating content on your blog, website pages, and on other publications with prominent blogs and social media platforms that directly tackles users’ queries.

All it takes is a little research. Start with Answer the Public, which allows you to type in topics and then see which questions are being asked about said topics. You should also do Keyword Research through a platform like Moz, and then incorporate those keywords in your content. If you do this correctly, when leads go to Google and search for those keywords, you will pop up.

Answer the Public questions for “B2B marketing.”

Feature Insights with Thought Leaders On Your Blog 

One of your B2B marketing ideas needs to include blogging. That’s because according to HubSpot, companies that put out more than 16 blog posts per month received about 4.5x more leads than companies that released only 0 to 4 monthly posts.

Specifically, in terms of B2B marketing, 96% of buyers would like to see more content with input from their industries’ thought leaders, also according to HubSpot. In your own campaigns, you can:

  • Create a blog post written by your company president, CEO or another executive who has deep insight on a relevant industry topic.
  • Write a blog post that features an interview with an influential industry leader.
  • Have one of your executives make a whiteboard video explaining a certain concept within your niche.
  • Start a podcast hosted by one of your executives that includes commentary on industry topics and interviews with other thought leaders.
A thought leader video from Brian Dean of Backlinko.

Hold Webinars From Your Thought Leaders 

Marketers have rated webinars as one of the most 12 frequently used marketing tactics, as well as one of the top five most effective tactics, according to Content Marketing Institute. Webinars are not just for gathering leads; they are also useful further down the sales funnel when you’re convincing your leads to convert.

Webinars can be held live or be pre-recorded and then posted on your website. Whichever way you choose to showcase your webinar, here are some best practices to keep in mind:

  • Figure out your exact reason for doing the webinar. For example, if you want to find leads, you should hold a webinar featuring a talk with a thought leader on an industry topic or pain point. If you want to target users further down in the sales funnel, you may show them how to use one of your products.
  • Determine which platform you’re going to use. While Facebook Live may be great for B2C, you may want to use a more professional platform, like GoToWebinar or iMeetLive.
  • Ask users to sign up with their email addresses ahead of time so you can send them reminders about it beforehand, as well as market to them afterward.
  • Advertise your webinar on your website, email newsletter list, social media platforms and through SMS.
  • Decide how long it will be. According to Pardot and BrightTalk, most webinars are 42-minutes long.
  • Determine the best time for your users to tune in. For example, if you have many leads and customers on the East Coast, you would want to schedule it during their lunch hour when they have some downtime.
  • If you’re featuring a slideshow presentation, make sure your graphics are dynamic and easy to look at.
  • Take your webinar and write a blog post or create a SlideShare about it. Then, you’ll get more views and be able to repurpose some of your valuable content for people who didn’t have time to tune in.
A webinar from the Content Marketing Institute.

Produce White Papers That Address Industry Pain Points

White papers are one of the most effective forms of content marketing for B2B companies. That’s why it should be at the top of your B2B marketing ideas list.

According to Curata statistics from May of 2016, in the past 12 months, white papers were the most widely used type of content for making B2B purchasing decisions. Plus, it’s also the form of content that’s most likely to be shared with colleagues.

White papers are excellent for the beginning stages of the sales funnel. They convince potential customers that your company is worth looking into, and can push them from being marketing-qualified leads to sales-qualified leads.

In your white papers, you should strive to solve issues that exist within your industry and provide value for your readers that can be useful in their own business activities. Also, make sure you collect email addresses when giving out your free white papers so you can stay in touch with your leads.

A white paper from Directive Consulting.

Utilize LinkedIn For Content And Connections

LinkedIn is the social media platform for B2B marketing. According to Hootsuite, 94% of B2B marketers use the site to distribute their content, and seven out of 10 professionals say that LinkedIn is a trustworthy source for professional content.

The professional social media platform is where you go to cultivate relationships as well as post your relevant content. To fulfill these B2B marketing ideas you should:

  • Post original content exclusively for LinkedIn such as blog posts.
  • Repurpose blog posts by pasting the first paragraph of them and then linking to the rest of the posts.
  • Join LinkedIn Groups and be active in these communities by asking and answering questions and posting your valuable content.
  • Reach out to anyone relevant who has viewed your company page.
  • Connect with your leads through InMail.
  • Check out your leads’ personal and business pages to see what they’re up to and the kind of content they post. Then, you can target them with similar content that would help them out.
Update your LinkedIn page frequently with valuable posts.

Make Your Offerings Mobile Friendly

These days, 42% of B2B researchers will use their mobile phones throughout the B2B purchasing process, and 49% of B2B researchers will conduct research on their phones while at work. If you want to draw in these leads, you have to ensure that all of your websites and content offerings are mobile-friendly.

In practice, this means that you have a website that is responsive to mobile devices or you create separate, simpler pages for mobile users to access. You don’t use Flash or large images that will take forever to load on a phone, automatically play videos on your webpage or have too many pop ups. Your text content, like blog posts and white papers, should be broken down into smaller paragraphs so that it’s easier to read on mobile devices.

If you want to see how mobile friendly your site is, you can run the Mobile-Friendly Test from Google.

Run a mobile-friendly test on your website through Google.

Communicate With Leads Via SMS Marketing

SMS messaging is popular with people everywhere. Every month, people around the globe send 350 billion text messages per month and more than 90% of text messages are read within three minutes of being received.

According to Tatango, the average click-through rate on SMS links is 36%, which is way higher than the 3% click-through rate for email marketing. Perhaps this is because SMS marketing is always opt-in. People are choosing to receive the content, whereas they may be unaware that they’re handing their email over for marketing purposes.

In terms of B2B marketing ideas for SMS, you can:

  • Send links to your content to your leads.
  • Send them automated marketing messages that encourage them to take some sort of action.
  • Communicate with them personally to follow up after they tried out a product or downloaded a piece of content.

To build awareness of your SMS marketing program, you can display an opt-in keyword and phone number to text to get on the list on your website, social media platforms and email newsletters.

Use a keyword for SMS opt-in.

Getting Started With Your B2B Marketing Ideas

Now that you have some B2B marketing ideas, it’s time to go out there and execute them. If you do that, you will have an easier time convincing your leads to convert, and boosting your bottom line now and in the future.

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