B2B Digital Marketing Strategies & Tactics for 2022
What kind of digital marketing strategies and techniques have you seen “move the needle” for energy service businesses looking to increase leads & sales growth in 2022?
The first place to start is having a marketing strategy with digital being a centerpiece.?I’d suggest everyone work hard to develop a 2022 strategic marketing plan in the next 2 to 3?weeks. The plan should be simple, focused, make people accountable, use your team (delegate) and take advantage of technology (marketing & sales cloud based websites & apps).??
If you need support, hire a 3rd party (marketing agency or expert) to support you with this critical exercise or contact?[email protected]?for some guidance & ideas.?80% of Energy B2B companies do not have a complete digital strategy (polled 250 companies in 2021) or marketing calendar that clearly defines what they are going to do and when.
Seven B2B Digital Marketing Strategies & Techniques
2. Take the Reins on Data?- More than half of digital initiatives fail due to a lack of customer data.?In the energy B2B landscape, marketers & owners need to have a reliable method of collecting, managing, analyzing & using client data & information to set them apart.
3. Ramp up your Custom Content?- Branded content is a hit across B2B industries.?In the US it’s estimated that branded content will go up 60% in 2022.?North American service companies need to take the time to research, create, develop & publish their own content.?My rule of thumb - spend up to 50% of your budget on content development.
4. Shore Up Social Media?- The growing trend is the build up of company LinkedIn pages, YouTube channels & other social media channels to tell your story.?It’s time to be consistent, be bold & take some social media risks.
5. Master Mobile ASAP?- an estimated 55% of energy buyers access content on smartphones & tablets daily.?All custom & branded materials and call to actions must be optimized for the on-the-go discovery.
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6. Don’t Forget Email?- The long standing staple of digital marketing still plays a key role.?86% of digital strategies still rely on email as a primary channel of communications.?Service companies need to step up with frequent, personalized messages - Deliver new content, ideas & activities.??
7. Embrace & Upgrade Virtual Events, Presentations & Meetings?- companies need to upgrade their equipment, background/location, content, visual tools & be more professional in their delivery.?It is quickly becoming the GOOD (professional events, equipment & presenters - 20%) and the BAD (poor presentations, lousy video/audio experience - 80%).?It’s time to take virtual more seriously for 2022.
What are the trends in energy services digital marketing??Which trends do you think will explode or continue to grow - and why?
2. Social Media Marketing?- this will evolve for sure, but stay consistent to build ongoing engagement. You need to be creative and interesting, don’t just post a photo of your equipment.?You need to “Show & Tell”, become a storyteller.
3. Customer Centric Approach?- upselling to current customers, marketing to other contacts at a current client, marketing to partners & alliances with the use of digital tools.?Another name for this is called “Account Based Marketing”?Know as much as you can about each of your clients - in-depth knowledge is critical.
4. Marketing & Sales Automation (Marketing & Sales Funnels)?- Landing Pages, Auto responder emails, sign-up forms, online ads, analytics.?Lead identification software, code content & tools.?These tools & platforms are growing quickly in the B2B marketing revolution.
Introduction to Content Marketing:?https://app.hubspot.com/academy/1587781/tracks/15/557/2843