Are you familiar with the changes in B2B marketing trends in 2020? Well, as usual, we expect to see some new trends, some old trends evolving and others staying the same. In this article, we will cover some key B2B marketing trends that are already a hit in 2020, and we expect to gain momentum beyond. Perhaps this will help you improve your marketing. Let’s get started, shall we?
Many business owners have developed a new perspective of seeing competitors, not as enemies but as potential partners. This has brought a growing need for collaboration for mutual benefits. Also, business owners have become more intentional than they were in the past, seeking to justify each action to ensure it will sign them up for success.
Thus, if you want to market your products to another business successfully, you should accommodate all the different stakeholders who impact on its processes. This includes the mission and vision of the business, culture, beliefs, and goals. This is not the end; you must also think of all the reasons why a business would be the right fit for your needs, either in the short-term or long-term. Upon collecting such data, focus on what should be done to increase market value for both parties.
The dominance of high-quality content
Content marketing is a darling in B2B marketing, whether it’s written or visual. Over the last few years, many people have seen the impact of SEO on business websites. This has left many coveting for high-quality content that can quickly boost the ranking and generate leads. This year particularly, the trend has been creating valuable content that answers pressing questions and creates value for busy professionals. Since B2B marketers are no longer buying the idea of trial-and-error, they have taken to tailoring content for specific audiences. This comes after extensive studying what makes different audiences tick. With this approach, the probability of closing deals after the first few attempts has increased. Also, marketers have been stretching their research skills and creativity muscles to come up with valuable insights that cannot be found anywhere else.
In terms of visual content, many B2B marketers are investing in highly impactful films that leave a lasting impression about the brands. Most of these films are short and reflect the brand’s missions, visions, and values. They are also produced in a way that they can be accessed and shared across multiple devices. On another dimension, there is an increasing demand for animated films to explain the use of different products and break down complicated terminologies. Other brands have turned to hire influencers to develop the art of storytelling while also raising brand awareness.
Superior and high-quality websites
The process of creating a website has been simplified with templates. However, as the year progresses, these templates are gradually losing their spot in the market because they do not entirely reflect a brand’s feel. This year, business to business marketers are investing in unique websites, which at first glance can reflect the unique nature of a brand.
While still on high-quality websites, the need for web security has increased. Now, more than ever, internet users are aware of the potentials and risks in online spaces. For that reason, there are minimal transactions on unsecured websites. With this rising need for web security, SSL certificates like Comodo multi-domain wildcard SSL are gaining popularity, especially when the site holders have multiple domains. The certificate ensures secure data transmission between users and websites, making the internet safer.
With the increase in the number of internet users, influence marketing has gained traction in 2020. Many people have already realized that some customers trust influencers more than advertisers. In consequence, they are hiring those who can easily influence purchasing decisions to increase brand awareness for all types of businesses. This concept has brought about an accidental but equally effective marketing tactic of meet-and-greet, especially with respected celebrities. Influence marketing has shown a significant impact on SEO ranking, which explains why influential people are in high demand.
In as much as collaboration is essential, B2B marketers are no longer subscribing to the idea of generalized communication such as emails. In contrast, they have adopted personalized communications that have a chance of grabbing the attention of other businesses. Marketers are also spending time investigating the human nature and objectives of their target brands so they can create authentic and meaningful connections.
Important tip: As you may have noticed, a lot of communication habits that were a hit in the previous years have been ditched. This year, B2B marketers are more concerned with how they can build instant and lasting connections with prospects.
High emphasis on online presence and reputation management
Until recently, businesses were not marketing using multiple online channels or managing their reputation. Many believed that by posting their work online, they would receive massive returns for their hard work. 2020 has brought in a new picture; that without a strong online presence or a reputation, one might as well stop marketing. Today, two simple rules have emerged. That first, B2B marketers should increase their online presence by using multiple online platforms and in the right manner. Lastly, B2B marketers should monitor reputation closely and work ongoing to the next level every day.
To sum it up, a lot has already happened in 2020 as far as B2B marketing is concerned. Now that you have a glimpse of trends in B2B marketing, it is upon you to pick up some lessons and improve your strategy.