Being strong at the negotiating table is intimidating for any chief operating officer. The trick lies in recognizing and acquiring the contemporary language of digital marketing. With small businesses having a virtual presence, there is a significant focus on how even big brands are bending and offering the low hanging fruit. B2B sector in India is definitely benefiting from digital expansion and leveraging overall opportunities to remain on the playing field. Various trends may come and go but if you want to ‘hang in there’, the following insights can change the revenue course.
If you are a CEO, or a marketing expert, and needs to stabilize the online business, understand changing behavior of the buyer persona or your potential consumer through online channels.
Key takeaway: How you balance your scales on the social media platform will also be instrumental in adopting digital marketing, which comprises of 70% of any business plan.
The picture so far
- Current statistics reveal that in India alone the usage of virtual presence of brands will be worth more than 102 billions*.
(report has been published by IDC in 2018)
- WARC survey reveals that by 2020 nearly 35% of sponsors will prefer online positioning of their brands to engage Indian consumers.
Changing buyer persona dictates increase in demand for digital marketing due to two fundamental reasons. Even a small business owner can utilize various scopes of this domain for long-term relationships.
If you are keen on developing a series of campaigns to showcase your products and valued offerings online, invest in these six aspects to be successful.
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Due to increase in online activity, several areas can be tapped by a digital team to recognize what the potential buyer would desire. It becomes easy to display valued offerings from your company. Today, the B2B sector looks for quality, better pricing, updated products and current trends to flay competition. Capturing the buyer’s interest online is done by organic or inorganic methods.
The most effective domains for global businesses are:
- SEO– i.e. search engine optimization. It focuses on diverting traffic to your website and getting better ranking for consumers to contact you. Proper URLs and links for appropriate landing pages allow consumers to click and take actionable insights.
- Content creation – It is done via blogging, writing, and copywriting on various online channels. They add muscle to your digital assets.
- PPC or SEM manage rankings on search engines.
- Social Media Optimization and email marketing – both methods are equally ranked in importance to remain in touch with various targeted audiences.
The domains of social media optimization and email marketing provide the most benefits to firms. Add them to to increase the sales funnel and ROI.
Social Media Optimization
Social media is a great medium to connect via blogs. If it is unmatched with website content when traffic is diverted, sales nosedive. The entire campaign flops and there is no way to bring back the users and the budget is hard to recover. Stop, using ‘seo experts’ who do not get the results for landing page conversions. Avoid spending on old technology to get audiences. They have moved on, so should you, with media planning software.
Giving the right message at the right time is important for any strategy to work. Today, marketing mentors use media planning software to leverage big data from management platforms. It helps to get a niche audience. Once these dynamics are understood, a proper campaign management solution can be derived. Will it simplify things? Yes, after all it is not Greek and Latin anymore!
Email Marketing
Usually it takes less than 10 seconds for a subscriber to either read or delete a marketing communication. The subject line and company address reveal the purpose of communication. Surveys and figures confirm the value of email marketing. It is capable of optimizing conversion rates up to 50%. Structured campaigns are the best way to discover customer preferences. A professional firm offers detailed analysis of the lead generation. They are mainly based on metrics like email open rate, click-to-open rate, leads to landing pages and unsubscribes. The data and behavioral driven automated email campaigns directly impact in improving the conversion rates.
CRO and Web Analytics
Sustained methodologies, involves tracking the habits of consumers via organized research. Experts learn about their actual location and pain points of current products. You can add value with exclusive packages to beat competition. Insist on asking the sales team to get feedback from repeat customers. This has a profound effect on persuading more customers and expanding business. This strategy is practical for any online vendor – right from e-commerce giants to financial portals and healthcare, need to join this virtual bandwagon. Even start ups can leverage it to get maximum exposure online.
Get accurate leads
The number of online businesses have increased with expansion of broadband and speed globally. The potential of getting well defined leads are important. You will need to segregate the audiences with a structured approach. Digital marketing is reasonable and works for small firms and big corporates.
Your capability on the negotiating table is enhanced with the power of the following:
- Social Media Trends
- Voice searches – the next big trend
- Live videos and branded webinars
- Novel content development with infographics, visuals, statistics
- Limited period content viewing for better traffic
- Combining 30% of conventional marketing methods
Closing bell: The above information on designing 70% of your business approach digitally to expand is not sufficient. Equally important is to get in touch with an appropriate agency that demarcates the best domains for your sector. They will define the budget allocation, choose creative talent and consider engagement for potential consumers.
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