How To Create a Successful Business-to-Business Digital Strategy in 2019
Few businesses in New Zealand are utilising the full potential of digital; many still dabble or commit temporarily, only to pull their efforts when they do not get immediate results. In this article, we will look at which strategies will work for business-to-business marketing in 2019.
Content Marketing & Social Media
Be prepared to give away good content for free. The purpose of this content is to cement your position as an expert and be seen as the industry ‘go-to’ person. Establishing yourself as an authority in your field or on a particular subject builds credibility for your business, but also helps build trust with your customers.
Pushing out content is, for many, a slow burn – you will likely not get immediate engagement and benefit. The results, however, will be accretive; over time more people will engage with, share, and curate your content. Whilst it is often a slow strategy in seeing lasting results, when done correctly the return on investment will be excellent.
From a business-to-business perspective, the primary platform to focus on will be LinkedIn. Think about posting daily tips or industry insights. This can – and in 2019, should – be supplemented by video content: interviews, thought leadership, or video guides. Think about what will engage your audience and speak to them.
Other platforms for this content should be your own website and other social channels (podcasts, website, YouTube, Facebook). When thinking about Facebook, it is better to focus on adding value into Facebook groups rather than just posting on your personal page.
Paid Advertising
Google Ads, social media ads, and display advertising are all critical parts of the digital mix for 2019. The difference between those that get good results and great results is the thought process and strategy behind the advertising. Think about how to make your message different from everyone else in your industry.
The point of difference between survival and success is the same across any industry: take the time to research and plan effectively, to understand your audience and their worries and concerns, and create a strategy that educates, excites, and engages them.
Long form, in-depth content
For your website, you should aim for about 2,000 words in your long-form content. This should be interspersed with images and video as appropriate. Longer content is likely to rank better in Google, on the condition it still passes the quality checks of informative, original content.
Moving into 2019, we’re seeing a strong focus on the user experience – this should be reflected in your long-form content through well-written and engaging writing. People are looking for the point of difference between businesses, so take the time to express your knowledge or passion for your industry in a way that your competitors are not.
Your own collateral
A lot of digital advice revolves around third-party platforms. However, as we have seen, rules and algorithms on these platforms change, impacting on costs, benefits and visibility.
During 2019, it is absolutely critical you work on the platforms you own and control – namely your website. Long-form content, video, case studies, and other collateral that adds value to your business and the user and customer experience.
A digital strategy this year will require research and patience. Consistent hard work and a realistic timeframe will lead to marvelous benefits (like most things in life!) and place you ahead of businesses still stuck in a 2018 mentality.
Just as this year will continue to improve the way we look at digital marketing and strategies, the results of a secure digital strategy will go from strength-to-strength, and the benefits for a smart business will be undeniable.
