The importance of digital marketing in B2B markets

Recent research confirms that about 98% of companies search for their suppliers via the internet. In view of this, it is obvious that it is necessary for a company operating in the B2B market to have a proper digital marketing strategy, as this will largely determine the higher or lower level of customer acquisition and retention, and thus the future of the company.

The importance of website and blog

The website is the shop window of any business. It is the first thing a potential customer notices when they first hear about our brand or when they already know us and are considering working with us. Moreover, the website is usually the target of most of the digital marketing activities we carry out, so its role is fundamental.

A neglected look and feel, a design that is not adapted to mobile devices, inappropriate messaging, spelling mistakes or broken links can put off many of our potential clients. Therefore, it is important that design, content and usability are flawless. You know: everything communicates.

In the same way, the brand’s blog also plays a very important role, especially in the context of inbound marketing strategies that use non-invasive techniques to try to naturally increase the number of visitors to the website and turn them into leads for our company.

Landing pages

Landing pages are usually landing pages for B2B digital marketing efforts and are also responsible for converting visitors into leads.

The landing page must contain the necessary information to entice the user and make them provide us with their data. It must clearly and concisely explain the offer that the user will benefit from in return. In short, elements such as persuasion, recognition, feedback, advantages, immediate benefits and, not to forget, the removal of brakes or concerns are essential for a high landing conversion rate.

Likewise, it is advisable to avoid possible distractions for the user, as well as fields, menus and / or elements that are not necessary and can delay the conversion.

Social media because companies are made up of people

Just as in the B2C sector, social media also plays an important role in the B2B sector. After all, our potential customers are not companies at all, but the people who create them and as such also use social networks.

In order to reach them, we have to use appropriate strategies and can rely, for example, on tools for segmenting the target group, A/B tests or the possibility of creating remarketing lists.

Advertising and remarketing tools offered by networks such as Facebook or Instagram are crucial when running an advertising campaign to achieve more effective results and maximise the number of leads. – underlines the expert from

In addition, we have a very important advantage in business-to-business models, namely the fact that we have LinkedIn, a social network specifically designed for building business relationships. This well-known platform allows us to connect directly with the companies that are of interest to us, people who are responsible for buying decisions related to our business because of their position in these companies. For this reason, mastering LinkedIn is essential for B2B strategies.

SEO and SEM in Google for B2B companies

As mentioned earlier, many potential customers will search for us when they hear about us. But in order to do that, they need to know about us first. There’s no point having a spotless website if our target never visits it. This is where SEO (Search Engine Optimisation) and / or SEM (Search Engine Marketing) strategies come into play.

Both strategies ensure the visibility of our website or blog in the major search engines and connect us with our target audience when they search for products or services similar or related to those we offer, for example. However, there is an important difference between the two: While SEO provides medium- and long-term organic visibility (organic website traffic), SEM results are more immediate, although in the latter case we receive them in exchange for each click the user makes on one of the websites. our ads.

It cannot be said that one option is better than the other in B2B digital marketing, as each company and sector is different and has its own peculiarities, so each case must be thoroughly analysed beforehand. However, the right combination of SEO and SEM strategies usually leads to very good results.