The most effective B2B marketing campaign is one that considers a holistic approach. In this article, we show you five B2B essential PR and marketing services every business should consider to bolster customer engagement and improve marketing and business performance. Overall, great B2B marketing services can be summarised in one sentence: offering appealing content to the right audience through the most effective platforms.
Five B2B essential marketing services to boost your business performance:
1. Strategy and storytelling: yes, it’s true, no plan is a plan for disaster
For a good strategy, you’ll need the right mix of content through the right mix of platforms. That involves developing a successful communications strategy that clearly defines your goals, messages, and supports your business objectives. Don’t be afraid to push boundaries; create engaging and thought-provoking narratives that enhance your relevance and resonate with your customers. Also, don’t forget to take into consideration your customers’ pain points, and plan everything you do according to your client’s needs and interests.
2. PR and influencer relations: it’s all about nurturing relationships
Yes, we’re living in a digital century, but good marketing is still about fostering relationships. Although the pandemic moved most interactions from face-to-face to a digital landscape, you still need to nurture your PR strategies and media relations to either build awareness or enhance reputation and tackle issues related to specific targets. With lockdowns and social distance rules seemingly overcome – fingers crossed, now is the ideal time to gain the perfect balance by combining both digital and physical marketing. As our B2B relationships report recently highlights, no matter what phase of the relationship you are in with your client – on the rocks or on the shelf, relationships still matter. Customers are where relationships are most important. In a nutshell: get human interaction back into your business.
3. Content creation: content is still the King
Appealing content that helps your business stand out from the crowd is fundamental in a successful marketing and PR strategy. In a digital landscape flooded with content, you need to craft compelling stories that add value and leverage brand awareness. Whatever content you create, make sure it stays relevant and valuable to your audience – and remember: people don’t want to be sold to, they want to be helped. Even in a B2B environment, content should not be boring; it must be engaging and even entertaining. So, enhance your stories with attractive visual assets such as infographics, videos, and animations. They’ll boost your customer engagement.
4. Digital and inbound marketing: the heart of your strategy
There’s a serious discussion out there about what percentage of the buyer’s journey is now digital. Regardless to whether half or 70% of your client’s journey is currently taking place in a digital environment, what is certain is that B2B customers have increasingly embraced the digital landscape to acknowledge brands, compare and evaluate alternatives, and make their final decision. In this environment, connecting with your customers through meaningful content and tailored experiences is a must. So, keep your website up and running in terms of layout and usability, enhance your SEO capabilities – Google will reward you, and don’t be afraid of making the most of key social media platforms such as Facebook, LinkedIn, and TikTok – yes, you should be experimenting on TikTok as well. Even in B2B, brands are expected to have a strong presence on social media. Think about it: if your clients can’t find you on social platforms – and evaluate your post and other people’s comments about you, they won’t trust in your business.
5. Integrated campaigns: get all your channels working smoothly
The key to being relevant in a crowded landscape is to be consistent with your brand promise. For this you need to get the best value from all your marketing activities. An integrated approach will let you connect with your customers through different channels and platforms and allow you to engage with them in different phases of the customer’s journey. Avoid thinking in a ‘stand-alone’ activity or platform. On the contrary, always think about joining all the dots with an in-sync approach. A consistent message through a variety of channels, coupled with valuable content is the best way to achieve success. Overall, customers remain loyal to brands that communicate consistently and coherently.
Taking into consideration these five essential B2B marketing services will boost your customer engagement, which will enhance your reputation and overall business performance. At Skout, we can help you develop these services, because we understand how B2B marketing and communications work. We have well-rounded experience delivering exceptional marketing and PR services for our clients. So, if you need assistance in achieving the brightest results and improving marketing and business performance in a B2B landscape, contact us. Our agency services support the whole relationships cycle and are designed to connect you with the specific B2B audiences you need to influence.