B2B is a complex market where goods and services are expensive, there are relatively few buyers, and decisions are made after much deliberation. To expand the customer base and achieve the expected result, a digital strategy is needed. Tatyana Stepanenko, head of client projects at Aktion Marketing , explains how to develop one .
Why do you need a strategy?
Most companies start promoting a product or library shop service using targeted solutions in Internet marketing. Usually, SEO, contextual or targeted advertising are launched first: the business receives the first leads, statistics are gradually accumulated. This period is very important for further promotion , as it helps to determine the cost of a lead and set specific goals for the future.
The next step that companies usually take is to strengthen the tools that are already working . The logic is clear: since they brought in customers, it means that you need to invest more money in them to get new customers. But in 90% of cases, this does not work. Why?
When developing your business, you are the first to take clients who are ready to buy. But in B2B there are very few of them, the market capacity is limit: most are just thinking about your services, looking for a contractor they can trust. The cost of a mistake is much higher than in B2C, and the decision requires thought and approval.
This is where you need a digital strategy
it will help you capture not only hot leads, but also those who are just looking at the necessary products or services.
How to build a digital strategy
When building a digital strategy, 70% of the time is spent on analytics. It is necessary to delve into the specifics of the business, conduct research edit post ‹ aleart news — wordpress to understand how the consumer makes a decision. And only 30% is directly planning actions : drawing up a media plan, selecting platforms, building and testing hypotheses, creatives, etc. This is how it should look step by step.
Tatyana Stepanenko, Head of Client Projects at Aktion Marketing
Step 1. Market research
First, formulate specific business goals , marketing b2c fax goals, and digital marketing goals. They should be interconnect. For example, you currently receive 60–70 applications per month, your goal is to increase these numbers by 3 times, i.e. receive 150–200 applications per month.
Study the market features and the size of the potential audience, use special services to check the demand for your product.
