B2B (Business to Business) marketing is a process of promoting a brand’s product and services to other businesses by planning and executing strategies and campaigns to create a demand for a well-aligned sales force. Let’s put this into simpler terms, if the end consumer of your product or service is business and not a consumer then you are dealing in B2B business.
There are many different marketing strategies used in B2B business, digital marketing is the most effective and efficient among them. It, not only conveys promotional messaging using tactics like SEO, landing page creation, PPC, social media and email marketing, but also measures its impact throughout the journey.
For example, a digital marketing agency falls under the B2B category, it offers services such as developing a robust online presence of your business that engages and nurtures customers online with the help of the latest technology.
What is B2B digital marketing campaign?
When a B2B company puts forward an online marketing effort to drive engagement, revenue, and traffic it is called a digital marketing campaign. The campaign involves one or more digital channels and is directed towards the overarching goals of the business organisation.
Advertisements on platforms such as Instagram, Facebook and other sites combine to create a digital marketing campaign. Whether you pay attention or not, but you come across at least one digital marketing campaign every day.
Things to consider before developing a digital marketing campaign
In B2B business if you want the other businesses to know about the launch of any new product or service, or you want to convey any message regarding a discount or event, you are required to create an effective digital marketing campaign, for that some things need to be kept in mind, such as:
Who is your audience: The first and foremost thing before setting up a digital marketing campaign is to know about your audience, the needs and concerns of professionals and businesses you want to target. The audience is the fundamental and integral part of your business.
What is the budget: When it comes to planning for a digital marketing campaign, budget plays a very important role. A certain amount should be kept aside for this purpose to run paid advertisements on different platforms such as Google ads, Facebook ads. etc. which have proven to be quite effective in the short run.
What is your goal: The digital marketing campaign’s goal should be achievable, concrete and be as specific as possible. For example, the goal should be to achieve the target of 500 subscribers in a period of say 6 months. Your efforts should be directed towards achieving that same goal.
The estimated length of time: Decide a period to run your marketing campaign. Make different campaigns and choose a time slot for each of them.
Steps to build a B2B digital marketing campaign
There are many steps to build a successful digital marketing campaign, here are the most important ones:
- Planning: To make a real impact on your B2B audience, you need a rigorous plan for your digital marketing campaign. A good plan will lead you through the necessary steps to arrive at a digital campaign strategy that is made to convert the potential customers to actual ones, this can be done in-house or externally by hiring a digital marketing agency.
- Development: Development in making B2B digital marketing campaigns means creating roadmaps and action plans including voice and messaging, keywords, reaching the audience, making campaign location and marketing decisions; integrating with all channels; and creating consistency that helps business owners and marketers in achieving their brand objectives.
- Management: Management involves determining the success of the campaign. The success can be measured by factors that include, return on investment (ROI), cost per win, cost per lead, cost per conversion, customer lifetime value, cost per acquisition, conversion rate, website traffic, traffic by source, new vs. returning visitors, sessions, average session duration, bounce rate, exit rate, page views, clients’ projects, impressions, social reach, social engagement, email open rate, click-through rate (CTR), and cost per click. To measure the success of your campaign you must set a firm time frame, select success factors, give specific details, and draft a marketing measurement template.
