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B2B PR

B2B marketing strategy: How to connect with your target audience

In the world of B2B marketing, it is essential that you have a solid B2B marketing strategy in place to effectively connect with your target audience.

The Content Marketing Institute found that companies with a documented marketing strategy are more effective in their efforts than those without one, with 62% of those surveyed reporting success. Yet, research reveals that 37% of businesses still don’t have a clearly defined strategy in place, with nearly half of executives relying on gut instinct-based decisions.

Here are the key considerations you should be thinking about if you’re looking to interact with your target audience in a more meaningful way.

What is B2B marketing strategy?

B2B marketing strategy refers to the approach businesses use to promote their products or services to other businesses. Unlike B2C, B2B marketing focuses on the needs of other businesses and organisations including:

  • content marketing
  • lead generation
  • customer retention
  • sales enablement

Top tips on how to reach your target audience with your B2B marketing strategy

With a plethora of various marketing channels available at your fingertips, it can be very difficult to decide where best to focus your efforts. However, by following these top tips, you can feel confident that you can craft a B2B marketing strategy that delivers results.

  • Define your target audience – It might sound basic, but the first step in any successful B2B marketing strategy is that you need to clearly define who your target audience is. Who exactly are you trying to reach? What motivates them to make a purchase? By establishing a clear understanding of who your target audience is, you can specifically tailor your B2B marketing strategy efforts to their specific needs, wants and desires!
  • Undergo keyword research – In the world of SEO, never under-estimate the power of the search engine. Keyword research involves the identification of keywords and phrases that your target audience uses to search for products and services like the ones your business offers. By factoring in these keywords into your website and content, you can actively improve your search engine rankings – attracting more qualified leads to your business!
  • Create bespoke and high quality content – As the saying goes, content is king. In order to not only attract your target audience, but engage them as well, you need to ensure you have a steady stream of bespoke content that provides value and addresses the issues they are experiencing. High quality content can encompass things including blog posts, whitepapers, case studies, thought leadership articles and more. By creating content that resonates with your target audience, you can create a B2B marketing strategy that establishes your business as a thought leader in your sector alongside building trust with potential new customers.
  • Ensure your website is fully optimised for SEO – We’ve touched upon the importance of keyword research in terms of enhancing your website’s search engine rankings, but an important aspect of your B2B marketing strategy is also your SEO performance of your website. This involves making sure your website is easy to navigate, mobile-friendly, and contains relevant keywords and meta tags. By improving your website’s SEO, you can not only improve your rankings on search engines but drive more organic traffic to your website!

If you’re looking to get started with your B2B marketing strategy, or are considering additional support for your marketing ambitions, get in touch with us today!

About this article

Read time:

4 minutes

Category:

B2B PR

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