Think back to last March when the world as we know it abruptly ended.
Unless you are an essential worker, you suddenly found yourself stuck at home, clicking around online. For many people, it seemed as if social media was the only connection to friends and family.
Everything — from ordering hard-to-find toilet paper to attending school or work — moved online. The phrase, "you’re on mute" was said a zillion times a day.
All of us at ProFromGo look forward to the day when hospital emergency rooms are no longer at capacity. We cannot wait until we can visit elderly relatives, leave the house without a mask, and put this horrific chapter behind us.
But on that glorious day when enough people are vaccinated, and we can return to normal, will everything go back to the way it was?
When it comes to digital marketing, the answer is no.
How businesses interact with customers has changed forever. Just as consumers enjoy the convenience of shopping online, so do B2B buyers. And shopping online in the B2B world is no longer just for low-priced items.
According to McKinsey & Company, “70 percent of B2B decision-makers say they are open to making new, fully self-serve or remote purchases in excess of $50,000, and 27 percent would spend more than $500,000.” That same report says that B2B organizations who embrace digital marketing and sales will be rewarded with loyal customers.
Keep reading to learn what companies can do to stay competitive during this digital transformation.
Change your Focus
It’s not about you, it’s about them.
Get inside the head of the person who is reading your content. What questions will they ask? How can your product or services help a person? This subtle change will force you to create website copy and social media posts that provide your readers and followers with content they find interesting.
Improve your Website
If your website isn’t engaging, a person will leave. Instantly. And remember with just one click that person can land on your competitor’s website.
Spend Q1 making sure your website connects with visitors at every step of the buyer’s journey. This means asking yourself the following questions: Is your content educational? Do you include testimonials from customers on your website? Do you offer e-books or newsletters to provide potential customers with the necessary information to take the next step?
Also, realize that people have embraced technology at a mind-warping speed this past year. Your visitors will not tolerate a website that takes too long to load or performs poorly on phones or tablets.
Have a Digital Strategy
To quote Antoine de Saint-Exupery, "a goal without a plan is just a wish.” To put the power of digital marketing to work for your company, you need a digital strategy. We’ve written about the importance of digital strategy in the past. The condensed version is to align your digital marketing efforts with your overall strategic goals. Make sure the messages on your social channels, landing pages, and website work together.
Research shows that 81% of people search online for a product or service to purchase. How will these people discover your website instead of your competitors?
That’s where SEO shines.
Gone are the days when SEO meant simply stuffing your copy with keywords. Yes, keywords matter. Yes, having the right keyword in your headline, meta tag, and website copy is necessary. However, search engines look for more than that. You need to add fresh content to your website. You need content that speaks to the human first and search engines second. And, don't forget to use your social media channels to drive traffic to your website.
Ask For Help
Running a business is hard. If you find yourself wishing you had 74 hours in a day, it might be time to partner with an agency dedicated to helping you reach your business goals. We stay current on the ever-changing world of digital marketing, so you don’t have to.