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As we move into 2023, there’s no doubt that digital marketing will continue to evolve. And with the pandemic still raging on, businesses have to be more strategic than ever to stay ahead of the curve, and they can achieve this by keeping themselves updated with the current and upcoming digital marketing trends.
So, what can we expect in the world of B2B digital marketing? From website personalization to leveraging gated content and more, read on for a glimpse into the future of B2B digital marketing.
Video marketing will remain one of the most important digital marketing trends
Videos remain important to your B2B digital marketing efforts. While you may be doing video because you read it on a trends list for the last 10 years, there’s another pivotal reason to use it: user experience.
If you find that you are creating content that is better served in a video format, go with the video. If you are making videos just for the sake of making videos, stop.
Audiences are experiencing an oversaturation of videos, so you only want to use the format if it makes the most sense for the user. Otherwise, you could be wasting your time, money, and energy that is better spent elsewhere.
Website Personalization:
B2B website personalization is quickly becoming a huge digital marketing trend. It refers to the ability to change the view of your website based on your website visitor’s industry, demographics, geographic location, and even the company that they work at.
This technology can help your company differentiate from the competition when your prospective clients are doing research.
For example, if an insurance company is looking for a marketing agency to help them grow, the marketing agency can show them case studies, use cases, and even prices for other insurance companies that they have worked with in the past.
By showing the insurance agency highly relevant information, they are more likely to choose your company over the competitors.
Website personalization will also increase your conversion rate and decrease your bounce rate since you are showing your customers a tailored view of your website based on their specific needs. Website personalization is a great asset if you work in a competitive industry.
Leveraging Gated Content:
Abe Breuer, owner of VIP To Go Gated believes that gated content will be bigger than ever. He shares: “Content can be time-consuming to create, but it can pay off in the long run. This form of content can be in the form of an eBook, course, video, or tool that will provide help or education to the consumer.
Typically, gated content can only be accessed by the website visitor providing their contact information like full name and email address.
Once you have these emails, you can add them to your CRM or email marketing software and follow up with them. You will want to align your gated content to your website so that the people signing up for the content will be interested in what your company has to offer.”
Digital Marketing Agencies:
In today’s competitive digital marketing landscape, B2B brands spend an increasing amount of time and resources on building campaigns and other collateral. But many are struggling to keep up with the rapidly evolving trends that we outlined above.
It’s hard enough to run a business, so when you include the need to stay on top of digital marketing trends, it becomes overwhelming.
Digital marketing agencies provide the expertise and support you need to take your brand to the next level. You can find one that focuses on your industry, no matter how niche, and partner with them.
Since your success is their success, you can feel good knowing that they have your best interests in mind. And since they live and breathe digital marketing, you know they are capable of creating top-tier campaigns to help you beat the competition.
Adopting Influencer marketing:
Sam Willis, owner of Raincatcher states: “Today, influencer marketing is all the rage, and it remains likely to stay this way heading into the new year as consumers trust recommendations from people they relate to and admire.
More so when these influencers are known for honest reviews from PR packages received or beta test trials.
Furthermore, working with influencers allows for targeted and personalized marketing — influencers have built an engaged audience that businesses can target rather than having a generic message for a broad audience.
The best bit? It’s also been shown to be a more cost-effective option, as businesses can use micro-influencers with small-but-highly-engaged followings rather than spend large amounts on celebrity endorsements.
Overall, influencer marketing offers many benefits for businesses, which means it shouldn’t be overlooked as part of your marketing plan and should be prioritized as a key digital marketing trend for 2023.”
Prioritizing post-sale customer engagement:
For B2B companies in 2023, retaining customers to build an army of brand advocates requires a system to support post-sale customer engagement.
High-growth enterprise companies get this, which explains why marketing decision-makers want to increase customer lifecycle and engagement since satisfied customers are likely to repeat purchases, recommend your company, and provide valuable feedback for improvement.
Maintaining strong relationships with existing customers can help mitigate the high cost of acquiring new ones. Remember, the key here is to increase the value of post-sale engagement programs by sharing customer experiences to inspire customer advocacy.
Incorporating AI-based Digital Assistance:
According to Percy Grunwald, owner of Hosting Data: “Artificial Intelligence, aka AI, going to be a game-changer for businesses in 2023 and beyond.
Trends and studies show that in 2023, marketers will be investing more in automation. The use of chatbots and AI-based digital assistants is already on the rise as people are realizing that AI is one of the most important digital marketing trends to adopt.
Even small businesses have started investing in AI-based marketing tools to create personalized experiences for their clients.
Artificial intelligence works by predicting your prospects’ next moves and allows you to market your product or service to them right when they need it. Incorporating AI-based digital assistance in your marketing efforts results in higher conversion rates.
By automating general marketing tasks such as monitoring web traffic, and boosting SEO for organic reach you can spend more time dealing with other business matters, stop feeling stressed out by your workload, increase your productivity, create a personalized experience for your clients and increase your ROI with just a few clicks of a mouse.”
