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The B2B industry has seen several advancements that will change the face of the way business is done forever. It’s important to understand these emerging B2B marketing trends in 2022 to stay on top of your game and maintain your competitive edge.
Here are some of the marketing trends you need to look for and consider integrating into your current strategy.
Customer Retention
Seeking out new customers costs a company 5x more than it does to retain the ones they currently have. More companies are creating strategies that center around customer retention.
Customer retention is engaging in several marketing activities to nurture the relationships you’ve taken time to build with your current customer base. When you take the time to focus on customer retention, you can increase future business sales, which further increases your ROI.
If done the right way, customer retention marketing will increase the number of times customers buy from your business. And the amount they spend each time they shop. Not to mention when you take the time to make current customers feel as if they’re more than a dollar sign, it translates to new customers.
Your current customers will spread the word about your business to others that might need your products and services. 85% of companies are found through word-of-mouth advertising. There are several steps you can take to retain customers, including:
- Consistent communication with the customer
- Collecting feedback surveys
- Showing the customer, you appreciate them
For example, if you want to show customers that you appreciate them shopping with your company, you can send them personalized discount codes or coupons for their next purchase. It would also help send surveys asking for feedback on how your company can improve the experience the customer had with you.
This shows you care about their opinion. And that you will do everything within your power to ensure each experience they have from start to finish is satisfactory.
Introducing Interactive Content
88% of business owners have stated that interactive content is the push they need to stand out from their competitors. Each time you post to your business social media pages, one of your content goals should be to increase follower engagement.
You want people to feel compelled to share your content with others that need the information you’re providing. For example, if you plan to introduce a new product, but aren’t sure if consumers will find a need for it, launch a social media quiz.
More followers will stop to take the quiz and provide you with the data you need as you move through the product creation phase. Another way to create interactive content is by publishing infographics.
Infographics are helpful if your sharing information isn’t the most engaging. Infographics combine data in beautiful and engaging graphs and charts. They also take information that would go on for pages and pages and condense them into an easily sharable page for your followers to view. The more interactive content you produce, the higher your engagement numbers will be.
Ensure your content isn’t created in vain and always place a strong call to action or CTA at the end of your posts. This will move your followers to take the next step in the process. Which would be to either visit your website for more information, share the post, or purchase one of your products.
Piggybacking Off Cultural Trends
As time continues, people make purchases based on nostalgia they feel for specific products. Whether these products remind them of a specific memory or have been a staple in their home, the customer finds that they have to have it.
Use nostalgia to your advantage and incorporate it into the B2B marketing plan. If you choose to follow this trend, you need to take a deep dive into your discontinued inventory and assess which products should make a comeback. These products will be a hit because people are looking for ways to turn back the hands of time and return to some form of normalcy. Nostalgia helps people to feel more comfortable and safe.
Content Matters
More companies are creating content marketing strategies to educate and market their products and services. Content marketing is about more than educating people. It’s also about attracting people to your website to make purchases and rising in the search engine rankings.
How does this work, you might be wondering? SEO campaigns focus on keyword research and incorporating these keywords into each piece of content your produce. Keywords are words that customers search when they enter a question or phrase into the search engine. It’s essential to use a mix of short and long-term keywords throughout your content.
60% of businesses use content marketing and find that they hold their advantage over their competitors. By using content marketing, you can set yourself apart from others and show that your company is knowledgeable about the information they’re sharing.
Consumers want to purchase from companies that know what they’re talking about. This is because it shows you took the time to do the research needed to create safe and valuable products. SEO can be used for more than just content; it can also be integrated into your marketing campaign for posting images and other items across your company website.
Use of Chatbots
When your business is closed, and a customer has a question, who will be there to assist them? Customers want answers to their problems fast and can become frustrated if they have to wait too long for the answers they need.
One of the best B2B marketing tips we have to offer is to use chatbots on your business website. Keep in mind the more tasks you designate to your chatbot, the more expensive it will be to create the chatbot.
Chatbots are used to hold online conversations with people that visit your website. For example, if you’re an online banking company, you can use the chatbot to help customers do things like:
- Change their password
- Login to their accounts
- Schedule banking appointments
It streamlines business processes and cuts down on the amount of time customers spend waiting for assistance. This marketing trend also frees up your staff to complete other tasks that need attention.
Chatbots can also take the place of customer service by helping customers find the solution to problems they might be having. For example, if a customer can’t find out where their order is, the chatbot can take the order number provided and track it. If the chatbot can’t do the job, it can always connect the customer with an agent to help them further.
Revamping Your Digital Marketing Strategy
With the number of people using social media growing, it’s essential to have a solid B2B lead generation strategy to market your products to your target audience. If you’re unsure of how to create a strategy that works to your advantage, you might consider working with a company that understands how it works.
They will sit down with you to determine the goals of the campaign and create a plan that will help to accomplish this. Another reason to hire a company to help you create your marketing campaign is that they will need to monitor your campaign.
If you don’t monitor the data metrics collected throughout your campaign, how will you know if you’re accomplishing the goals you set out to achieve? Another reason metrics need to be tracked and reviewed is that they help structure future digital marketing plans.
If you continue to make the same mistakes, chances are you’ll continue to make mistakes and won’t achieve the ROI you’re looking for. As your business continues to expand and grow, the digital marketing strategy you use will need to change accordingly to meet the needs of your goals.
Keep in mind as the needs of your target audience change, you’ll need to adjust your campaign accordingly.
Pay Attention to Utilizing These B2B Marketing Trends in 2022
There are several B2B marketing trends in 2022 you need to note and use in your company’s business marketing strategies. Using these strategies will put you one step ahead of others and increase the number of customers you have.
Do you need help creating a marketing plan that works for your company? There’s no need to look any further; stop what you’re doing and contact David Taylor Digital. We can help with everything from branding to your web design and development strategy. Don’t let the competition pass you by; let us help you today.
