Give SEO the attention it needs
It’s reported that 39% of B2B tech marketers feel that SEO has increased in importance since March last year, making it one of the most popular channels for the year ahead.
When business came to a (brief) halt at the start of the pandemic, it provided an opportunity for marketers to turn to more general non-campaign related tasks, such as updating – or getting up to date with – content and revisiting SEO strategies. Those ‘nice-to-haves/do-later’ tasks were finally taking priority on the checklist.
SEO is one of the most effective marketing channels – but you already knew that. What you may have forgotten, however, is just how much attention it needs to start delivering ROI and helping you measure KPIs.
To do it right, it might be worth investing in a dedicated SEO person that knows what they’re doing. While this calls for a big initial investment of time and resources, once you’ve got your digital marketing strategy optimised, you can reap consistent rewards with minimal upkeep.
Content that clicks
With 2.14 billion people worldwide expected to buy goods and services online in 2021, there’s more online noise than ever before. To cut through it, and to help your SEO strategy really take off, your content needs to click with clients and customers. It’s the only way to ensure they’ll click through to your website.
If your content and SEO strategy are optimised to drive users to your organisation’s channels, organic search can be a big driver of awareness, engagement and lead generation.
Email marketing for the digital buyer
There are 4.1 billion active email accounts in the world right now. It’s no surprise, then, that the ‘legacy’ marketing tactic that is email will remain the primary way for B2B marketers to nurture their audience.
Millennials and Gen Z prefer communications from businesses to come via email, and as they rise into the upper ranks of workforces, they’ll be the B2B buyers you’re trying to reach.
According to McKinsey, email marketing trends in the year ahead will be driven by the K-shaped recovery from the pandemic that has seen some companies excel while others continue to struggle. The focus for companies that have done well – including tech providers – will be on better personalisation, segmentation, and automation.
A K-shaped recovery occurs after a recession, when different parts of the economy recover at different rates, times, or magnitudes. This contrasts with an even, uniform recovery across sectors and industries.
This type of recovery is called “K-shaped” because the paths of different parts of the economy when charted together may diverge, resembling the two arms of the Roman letter “K.”
Other industries will take a different approach. These organisations will focus first on shifting from traditional email templates to modular email architectures to decrease the time it takes to create an email campaign and increase engagement rates.
As such, there’s no longer a “one-size-fits-all” solution when it comes to managing a company’s email marketing. Success rests on understanding where you are in your recovery and tailoring your email marketing strategy to your business’s size, sector and digital maturity.
Boost your CX
Due to the global pandemic, more people have moved online than ever before – and customer experience (CX) has been forever altered because of it. The quality – and quantity – of your marketing output is key.
For some shoppers, online purchases might be a first. For others, it’s an already-adopted buying practice. Either way, consider how you can help customers navigate the process as efficiently as possible with these CX boosters:
a) Provide a link to immediately open support chat
b) Offer website navigation tips
c) Answer FAQs regarding purchasing your products/services online
Empathy as the future of experience
65% of B2B tech marketers are looking to increase their use of marketing technology in 2021 – and this will likely involve using AI and automation to tap into customer psychology.
Customer empathy will be used as a differentiator with brands demonstrating knowledge of their customers and the unique ways they can serve them.
Consideration of customers’ psychological states has been emphasised during the pandemic, but marketers know that customer journeys have always been emotional, even in B2B. There are points of friction wherever there is a decision to be made, which can manifest anything from hope to excitement, or from anxiety to concern. Analysing and adapting to the customer’s emotional journey is the next evolution of experience management.
As we discussed earlier, in a vast sea of digital communication, clients and customers are seeking out authentic and relevant content – and B2B tech marketers will need to deliver.