In this article we aim to show you how designing a good B2B digital marketing strategy can positively influence your brand authority.
How Does A B2B Digital Marketing Strategy Help Improve Brand Authority?
Before buying a product or contracting a service, users must trust the brand and perceive it as an expert in its sector.
Having brand authority means that consumers will feel confident in what you offer and feel that their money is well spent on your business.
That is why the loyalty of consumers towards your brand is reflected in the repetition of their purchases due to the link that exists between your customers and your brand.
Consumers want to know that your company is one they can trust either because of your expertise or your ability to create a quality product or service.
In this post, we are going to explain how a B2B digital marketing strategy can help you develop your brand authority, something that not all B2B businesses are currently working on. Additionally, the higher brand authority has a greater impact on SEO, as your website is more likely to appear in the top results of Google.
Before looking at some effective B2B marketing strategies to achieve brand authority, let’s remind ourselves of some of the benefits of online B2B marketing.
- Increased brand visibility.
- Generate traffic to the web.
- Improve organic positioning.
- Generate new leads.
- Consolidate relationships with your customers.
- Industry recognition.
- How can you build brand authority?
Find out what your buyer persona is like, and what their main needs are so that you can then consider helping them through your B2B marketing strategies.
Get To Know Your Buyer Persona At All Stages Of The Purchase Process
The purchase process can be longer or shorter depending on the type of business, but in general, we can classify it into three main stages for a typical buyer: the research, consideration, and decision stage.
If you try to sell your products or services to a person who is still in the research process, there is very little chance that they will buy from you directly. But if your brand accompanies him throughout the research and consideration process, you have many numbers for him to finally decide on the purchase of your products/services.
Find Out Where Your Target Audience Searches And Contact Them.
Take advantage of social networks, participating and interacting in Facebook and LinkedIn groups specific to your sector. Answer user questions about products/services like yours in the forums of your sector.
Host webinars and podcasts
Once you have established a “relationship” and your potential client trusts you, it will be time to offer commercial content, that is, when he is ready, not before.
B2B Marketing Strategies To Build Brand Authority
Just because you’re a B2B business doesn’t mean your content has to be riddled with technical jargon, nor does it mean that content has to be boring if it’s an industry brand.
The public of B2B brands also likes attractive content that answers their questions without being data-laden content, because that’s what manuals are for.
Spread stories of your customers
For B2B brands, although the objective is to sell to other brands and not to the final consumer, in reality, they also sell to people, who are the ones who make the decision to buy the product/service.
For this reason, it is important to connect and excite, and I use the term “excite” again because through emotions we buy.
Tell Your Brand Story
To humanize your brand and foster an emotional connection with your audience, you can tell how your brand was created, its origins, and its history. This is how the Mailchimp team does it through its Instagram account, where you can see the presentation of several of its employees in its highlights.
Your employees know better than anyone the products/services you offer and they also know what your target audience is like.
Ask for your team’s opinion on the marketing campaigns you carry out, involve them in your actions, exchange ideas, and share the results of your marketing strategies.
Participate as a guest blogger and invite other bloggers to participate in your blog
The blogging strategy is very effective in increasing brand authority,
Create B2B Campaigns With Influencers And Micro-influencers
B2B influencer marketing campaigns help B2B businesses reach people they might not otherwise have found. Influencer stories resonate with a large audience, providing credibility, visibility, and, above all, trust in your target audience.
Find relevant influencers who are experts in your industry for your B2B marketing strategy. People like to be sure that what you offer will work well, and influencers and micro-influencers offer peace of mind in this regard.
If they have not tried your products/services, ask them to do so so that they know what you offer. Each company has a different way of implementing B2B influencer marketing, the important thing is to generate value to build long-term relationships with your target audience.
B2B Digital Marketing Strategy
Understanding your target audience to create valuable content is the right way to position your business, build trust, establish relationships and help your audience find you, trust you and end up choosing you.
Remember that, as we have seen in the different examples, social networks are very useful for B2B marketing strategies, because in addition to generating qualified traffic to your website, they also improve brand authority and help you make your brand a reference. of your sector.
