Times are changing quickly, and so is the face of B2B marketing. The executives and sales representatives are no longer the same as they were 10 years ago, and you’re dealing with a whole different crowd now. Millennials expect you to act and work a certain way to get their attention and convince them to buy from you.
This article breaks down the latest tips on how to create a digital marketing strategy in 2023 and hit all the right buttons with those digital natives that are your target audience. Let’s take a look.
Image taken from Pexels
1. Show Off Expertise
The number one thing those business representatives will be looking for in your content is a sign of how professional you are. Many content creators make the mistake of focusing solely on the entertainment factor of the content, trying to present the brand in a certain way.
But it’s the expertise that matters.
To achieve this effect, you need to:
- share factual and information-packed content
- provide value to the readers
- answer their questions with practical tips
This way, anyone who reads your content will instantly see you as a business they can trust and rely on your expertise.
2. Introduce Your Team
The goal of your B2B content marketing strategy is for people to get to know you better and learn why they can trust you to do business with them. This is why your branding needs to be different than classical B2C branding.
Instead of creating a brand personality, you should take actual members of your team and put them under the spotlight. They can write the content or be portrayed in it through interviews, FAQs, Tip&Tricks articles, and more.
That includes:
- CEOs
- sales representatives
- thoughts leaders
- team managers
This way, you’re giving your business a familiar face and making it more relatable and trustworthy.
3. Talk Numbers
For any business or sales representative, the financial aspect means a lot. When writing your content, you should always find a way to talk numbers and explain how smart purchase decisions can influence their finances positively.
You can do so through simple examples, case studies, financial reports and comparisons, and other examples that come to mind. Make sure to mention ROI, revenue, cash flow, and other important financial metrics.
Image taken from Pexels
4. Use Infographics
Visual content matters, especially in B2B marketing. This is because you want your content to be shareable and thus visible to as many people as possible. You also want to make all the statistics and important figures easy to understand, memorize, and learn from.
To create meaningful infographics, have your team choose the most important facts from your blogs, articles, and social media posts and present them using charts, tables, diagrams, and more.
You should make the infographics fit the rest of your brand image- using brand colors, fonts, and stylistic details that will make it recognizable.
5. Had-Pick Your Platforms
If your strategy is all platforms, all the time, everywhere- you’re not going anywhere. Nobody’s target audience is that wide and diverse. You need to narrow things down and focus all your strengths on the right platforms.
To find the platforms that are the best match for your B2B content, you need to do your research. Here is the question you need to answer:
- What platforms does my target audience visit the most?
- Where are they most active and engaged?
- What type of content do they prefer on each platform?
This will help you choose several best platforms for your brand and create content specifically with that platform in mind. That means you’ll be doing one thing for LinkedIn and a whole other for YouTube or Facebook.
Your message will be the same, but the presentation and the game plan have to be different.
Final Thoughts
Planning a B2B content marketing strategy in 2023 means stepping out of your old shoes and turning over a new page. We all need to update our strategies and plan things according to the situation as it is today. With Millennials being mostly in charge and the fact they think and act differently than the previous generation, we just have to adjust.
The 5 simple but effective tips we’ve shared above will guide you through this process and help you make the right content marketing decisions.