Keeping in mind what a rollercoaster 2020 was, a responsible B2B marketer ought to enter 2021 prepared. The game plan? Focus on a robust, flexible marketing strategy ready to tackle a year full of uncertainty.
Today, we’ll explore five potent B2B marketing strategies for 2021. Let’s get into it!
1. Focus On SEO
Search engine optimization, or SEO, is the be-all-end-all approach to introducing your website to a broader audience. SEO can be divided into two parts: on-page and off-page.
These will require equal attention. On-page SEO means enriching your web page with keywords that are relevant to your product or service. Off-page SEO involves writing guest posts and including outbound links. This helps draw more traffic to your website and increase its authority. SEO is a complex field, so it is best to hire an expert to optimize your page for you. Doing it on your own is possible too. However, it’ll take a long time to learn and implement enough SEO to produce any results.
2. Boost Outbound Marketing
Some may think it’s old-fashioned or not as relevant in 2021, but the truth is that outbound marketing has no substitute. What exactly is outbound marketing? It’s the traditional, most basic form of marketing, the kind you’re used to seeing on TV, in print, etc. Yes, this approach is oversaturated and expensive, but it is vital for a successful B2B campaign. So, what would be some good ways to bump up your outbound marketing?
Attending business events is a good idea, and it seems there’ll be more opportunities to do that in 2021. Also, since people were unable to meet as much in 2020, many of them are starved for this kind of interaction. Grab this chance to promote your business. Other great outbound methods for this year include website banners and YouTube commercials.
3. But Don’t Neglect Inbound Marketing
Inbound marketing is the “little cousin” of outbound marketing. If you forgot what it is, it’s the method that focuses on attracting customers by providing useful content. Demonstration videos are a great example of this, and if you haven’t already, start making them! The videos must be high-quality, so get in touch with some video marketing services to help you out with this. Perhaps the most important thing to know here is that inbound marketing is a long-term strategy. It requires a lot of resources and effort and maybe slow to take off, but when it does, it pays off manifold.
4. Give Employee Marketing a Shot
Turning your employees into brand ambassadors is practically free promotion. This is best done by focusing on creating a great company culture that people want to be a part of. If you succeed in doing this, you could make everyone on the employee payroll into a promoter. The best part: people will want to do it on their own because they believe in the company so much. Your workers’ social media posts are a great way to let people know about the company. Of course, this may be troublesome at times, but you can avert the troubles with proper guidelines and policies.
5. Don’t Forget Client Retention Is Key
Last but not least, the year 2021 should be all about client retention. Your regulars are what’ll provide your business with stability through this volatile time. Due to this, focus on client-nurturing programs and, when there’s room, upselling. Be proactive with this!
Remember, in order to win in B2B Marketing you need to have the right Story, the right Strategy, and the right Systems in place – the 3S’s. Learn more with our 3S Playbook and bring simplicity, clarity, and alignment to your marketing efforts. You can learn more about how to create a winning B2B marketing strategy by following @TopRightPartner on Twitter, connecting with me on LinkedIn, subscribe to the TopRight blog, and buying copies of my latest books, Strategic Analytics and Marketing, Interrupted.