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6 B2B Marketing Trends You Can’t Afford to Miss in 2018
B2B marketing is different from B2C, just as the B2B customer differs widely from the B2C customer. B2B consumer purchases are driven by logic and practicality, and thus, effective marketing for this segment will have to appeal to this sentiment.
MilMila.com is a B2B online marketplace that offers B2B solutions for small and medium-sized retailers in India. This e-commerce platform connects retailers to wholesalers, distributors and manufacturers to foster convenient, trustworthy and long-term business relationship. MilMila.com has an efficient B2B marketing strategy which easily draws the attention of potential customers, whether it be a buyer or a seller.
Let’s take a look at some of the emerging B2B marketing trends online that you must be aware of in 2018.
1. Effective marketing of content:
Content marketing is more important now than ever before, especially in the B2B sector. B2B content marketing should focus on perfecting the basics. The main strategy should be to develop useful content that is search optimised and create visually rich content with infographics and videos.
MilMila.com stands out in the way we reach out to our customers through various social media platforms and online avenues. We share our products with our customers in a clear and effective way, with all the details they require, to be assured of their purchase.
2. Automation of B2B marketing:
Marketing automation has become significant in a big way in 2018. B2B buyers are most likely repeat buyers, especially when compared to B2C. Thus, it is a great idea to automate repetitive tasks and provide quick options and solutions for bulk purchases. This will make B2B purchasing much more convenient and less time-consuming.
51% of B2B companies are already utilising marketing automation, and 58% are planning to incorporate it in the future.
3. Personalisation of B2B content:
Since B2B buyers are more likely to stick with a particular service once they are assured of successful business transactions, personalisation of content is important to further encourage their patronage. 60% of B2B businesses are already using content personalisation and reaping the rewards of it.
At MilMila.com, we offer customised services to our customers, to help them source rare products. We also provide assistance to retailers by going through their product portfolio, narrowing down the best sellers and giving detailed feedback regarding the same.
4. Capitalising on micro-moments:
In B2B marketing, one factor which cannot be overlooked in 2018 is the power of smartphones. With increasing penetration, people are increasingly reaching for their phones to search for products and services. As a B2B business, your website must be mobile-friendly and accessible. Moreover, a user-friendly app can also boost sales.
5. Social media marketing:
Social media platforms offer great leverage for B2B businesses to make their presence felt and to reach out to their target audience. By joining specific groups and interacting discussions and forums, your business will gain visibility and credibility among your consumer base.
MilMila.com is present across all major social networks, showcasing products with detailed descriptions, to fulfil the needs of customers and small retailers.
6. Influencer marketing:
Influencer marketing involves the use of popular personalities or even loyal customers to promote your brand. Social influencers are able to increase traffic by up to six times and double conversion rates.
B2B marketing can be challenging for small businesses due to monetary constraints and lack of resources. The advantage of selling on one of the best wholesale online buying sites like MilMila.com is that your business’ B2B marketing needs are taken care of. By selling on one of the best B2B online platforms like MilMila.com, not only will consumers trust your brand, they will become regular customers. It’s time to stop worrying about creating an effective B2B marketing strategy. Let MilMila.com do the job for you.
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The Best of B2B Content Marketing in 2018
What is content marketing? What is the importance of content marketing in a B2B E-Commerce scenario?
Content marketing is a way to deliver valuable, regular, meaningful information to your customer base. 91% of B2B businesses use content marketing to attract new consumers, and to keep old consumers interested. Out of these, 98% attributed the use of content to be responsible for the success of their business to some extent.
Now that we have understood the importance of content, let us take a look at what would be the best way to present it, as per the current trends.
Using Email is the way forward:
77% of people in the USA own a smart phone. Almost all the content that we consume is online. With only 8 seconds to keep a prospective buyer’s attention, the best way to engage them is not a 50 page e-books or PDF document.
Email newsletters are the way to go to interact with customers in a frequent and effective manner. A recent study has shown that 74% of businesses find emails to be their best content marketing strategy.
Be prepared and have a plan:
B2B content marketing in India and abroad is still at a budding stage. 53% of B2B wholesale businesses have only a single person or a small team serving the content needs of the whole organisation. Building and retaining an audience for your wholesale online business is not easy. However, it has been seen time and again, that a company with a set content marketing strategy always generates better numbers.
Find a way to gauge ROI (Return on investment):
If you do not have an idea about how much revenue your content is generating, you will not find the motivation to invest in it. 47% of content marketers do not know how to measure ROI. A focused vision on where your business is heading, with goals for the financial year is of utmost significance. If you fail to plan, you plan to fail.
Moreover, it is necessary to figure out a way to see if you are indeed achieving the targets you have set. SaaS attribution tools to understand and interpret your company’s data are simplifying this process. 2018 will be a year where these tools are utilised to understand profit margins.
Come down to ground level:
There is a lot of content available digitally. It is challenging to find your own voice and be heard above all the noise. How do you do it? Understand your customer and what he wants to see. Make content easy to read and relate to, without using unnecessary jargon. It should speak to your customer just as you would speak to them face-to-face: casual, friendly and articulate.
Assistance from Artificial Intelligence (AI):
According to a prediction by Gartner, in 2018:
“20% of all business content will be authored by machines.”
He wasn’t far off the mark. Many companies are using AI software to generate mass content. The use of AI makes it easier to gather statistics and provide search engine optimised content. The human touch can’t be eliminated completely for creating content ideas and marketing just yet, but AI can surely help to ease the workload.
Blockchain may be the future:
Blockchain technology used in Bitcoin has become an ‘it’ word, and with good reason. Using this technology for content marketing could change the face of it altogether. Blockchain technology is already being used to allow consumers to decide how much they should be paid to respond to content. This future technology has the potential to disrupt marketing in ways that we can’t envision even now.
80% of people would rather read articles than an advertisement. Personalising emails and newsletters would also go a long way in connecting with your consumers. In the changing world of e-commerce and wholesale marketplaces, you have to stay current and relevant. Using age-old methods will no longer help you to retain customers. Welcome change with open arms, work hard on your marketing strategy and success will not be far away from your horizon.
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