Technology is constantly changing and so is consumer behaviour. Both of these things are extremely influential to the way B2B, or business to business, marketers develop and implement their marketing strategies. Working in B2B marketing, it is important to stay ahead of these trends so you can improve your marketing techniques and return on investment in 2019.
With the new year approaching, here are marketing trends and strategies to keep in mind:
Content marketing is and will continue to reign supreme as the go-to marketing strategy for 2019. The Content Marketing Institute defines content marketing as ‘the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action’.
For B2B marketing, content marketing delivers results. According to the Content Marketing Institute, 80 percent of B2B firms are working on building a long term content marketing plant.
Integrated Marketing Communications
Integrated Marketing Communications, or IMC, involves utilizing all of a brand’s marketing channels in a systematic way to ensure messages across the channels are carefully linked together so they compliment each other and work in harmony. While IMC is not a new concept, the increased relevancy of IMC increases as more channels for marketing continue to pop up.
IMC ensures that different strategic approaches are working hand in hand, including content marketing, advertising, sales promotion, public relations and so forth. A good IMC approach allows B2B marketers to deliver a consistent brand message and image that is unified across different channels and that captures the attention of potential customers.
Search Engine Optimization/Search Engine Marketing
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are crucial if a B2B marketer wants optimal marketing outcomes. There has been increasing attention in managing headers, title tags and catch-all descriptions when sharing online content. These concepts will continue to be important in 2019 for B2B marketing as organic web searches is key to increasing traffic to online content. As such, higher SEO rankings are bound to remain a priority.
In 2019, it was important to stay up to date with changes in search algorithms for various social media sites and search engines. Respond to these changes with necessary tweaks to your strategy.
Artificial Intelligence is a growing tool in many different fields — and it wouldn’t be far-fetched to think that marketing will be impacted by the rise of artificial intelligence. Stay up to date with developments in AI to understand how it can impact your business and marketing strategies. Chat bots, growth bots, automated product placement and engagement statistics are only some of the ways AI could be integrated as an effective marketing tool.
Facebook, LinkedIn and Instagram will continue to play a strategic role for B2B marketers. Social media is extremely effective because B2B buyers are constantly engaging with these platforms and on top of that, trusted relationships can be built over time through social media engagement.
- 5WPR CEO Ronn Torossian