Strategy

Best B2B Digital Marketing Strategies

Find different digital marketing strategies for your business! Influencer marketing, content marketing, social media marketing… From planning your strategy to choosing the right social media and content format!

November 14, 2022
Clémence Del Castillo

B2B Influencer Marketing

What is B2B influencer marketing?

B2B Influencer marketing consists in managing relationships with specialized content creators to gain visibility, engagement, ROI, and more key objectives through social media platforms. Partnering with influencers means creating content showcasing your product or service and then posting it on social media.

Associating your brand name with a content creator is an important decision to make as it will represent your brand image and values. It is crucial to find influencers that match your brand's aesthetic and your dynamic and main message.

There is an important difference between B2C influencer marketing and B2B influencer marketing. B2C companies will find any type of content creator that matches their brand image, aesthetic, and values, as their target audience is quite wide. However, B2B companies will have to go the extra mile to create an influencer campaign. The objective is to gain visibility, and engagement from a specialized niche audience. Thus, it is important to partner with influencers with expertise and an expert opinion in their field to bring credibility to your brand.

Influencer marketing strategies also depend on social media, the chosen format, and the added value of the influencer. For instance, billions of influencers are on YouTube, Twitter, Linkedin, TikTok, and many other platforms. However, the type of content will differ depending on the social media platform. Thus, when looking for specialized creators, a key objective is to find influencers that work on several platforms, create rich content, and have added value to each one. For example, you could collaborate with a specialized YouTuber in sports training to promote equipment. As they are experts, thus certified trainers, they could be working on other media (podcast, blog, TikTok, Instagram, talks, etc) to speak about topics related to sports. These contents are an excellent added value to your campaign.

How to find B2B content creators?

The first step of a B2B influencer marketing strategy is to set clear goals. This helps you predefine your expectations, and so the results you are trying to achieve with this influencer marketing campaign. The next step is to define your needs to reach these goals, such as your budget, the content you need to create to achieve the results, and so the social media platform, influencer tier, type of influencer, and so on.

Once you have an idea of your budget, social media platform, content needed, and influencer tier, you are ready to look for an influencer! But how exactly will you proceed in finding such specialized influencers?

We have the perfect solution for you! The Favikon Discovery allows you to search for influencers from different social media platforms by filling in different categories and using various filters. This will help you refine your influencer search to end up with the creators that reach your target niche audience.

This process is time-saving as it only takes a few seconds to run. You can then find thousands of influencers that match your requests and there is more! Favicon has also developed the Favikon Score that takes into account dozens of the influencer’s KPIs to provide an overall grade out of 5. This Score gives you an idea of the overall account quality. Thus, you’ll find specialized influencers with a rich target audience, and good content quality for your influencer marketing strategy.

B2B Content Marketing

Planning a B2B Digital Marketing Strategy

Every Digital Marketing strategy starts with the same process: defining SMART objectives. By having specific, measurable, achievable, relevant, and time-bound goals you’ll be able to define your marketing strategy.

For instance, what are you looking for when planning your content marketing strategy? Better my SEO, boost my organic traffic, better my conversion rate, bring more visibility to your products and services, work on your positioning: position yourself as an expert in your sector, become a reference…

Once your objectives are set, you can get to work and start your content marketing strategy!

Content marketing is a strategy that aims at attracting, engaging, and retaining your audience by creating relevant content. There are numerous formats you can work on such as podcasts, articles, social media content, videos, and so on.

Depending on your SEO strategy, start defining the keywords that should come up each time you are working on new media.

Then based on your target niche audience, define which content is expected from you. Which format works best to share your message and grab the attention of your audience?

Next step is lead nurturing. What is lead nurturing exactly? It is the process of going from market awareness to market purchasing by reinforcing and personalizing your relationship with customers throughout the entire sales funnel. Thus, the main objective is to build trust, work on your brand awareness and keep working on your relationship so your audience becomes your customers. Most of your leads are not ready to buy, so your mission is to accompany them and build enough trust for them to get to the act of purchase.

How do we do that? By understanding at what stage of the sales process your lead is, to provide the right content at the best time.

6 B2B content on Social Media ideas

Moving on to social media content marketing! As said previously, B2B marketing needs more effort than regular marketing. Your main objective is to position your brand as specialized, expert in your industry, and reliable. Thus, there are many types of content that allow you to create proximity and build trust with your audience.

Interactive content

LinkedIn is a great professional social media platform to build engagement with a specialized audience. You can create content such as polls and videos, and share links to webinars and talks. You can also ask questions, advice, and opinions in the comment section, which gets your community to engage with your brand. All in all, you are building a specialized community, sharing professional content with added value, and enlarging your professional network.

Interactive content is key for :

  • Creating proximity with your audience and building trust
  • Boosting your engagement rate
  • Bringing visibility to your account and spreading word of mouth
  • Lead generation

Spread the news!

Let your audience know your launch or the latest update is available by posting it on your social media. Twitter and Linkedin are great social platforms to spread the news, allowing users to react to your content or share the post. It provides excellent and rapid word of mouth, which can boost your visibility in no time! An important objective when sharing an important announcement.

Explanatory videos for tips and tricks

Explaining how to use your product or service and providing tips, best practices, tricks such as shortcuts, and so on can be very beneficial for your audience. It helps them better understand the use of your product and be more efficient. YouTube is the best platform for this content as the long video format allows your brand to share best practices in detail. TikTok can also be a good choice, for a shorter, more straight-to-the-point approach.

User Generated Content

What better way to create trust than having your own customers share their experiences with their audience? This approach is great to build a good reputation, as it provides a more personal view of what it’s like to use your product or service. In contrast to brand posts, UGC content appears less commercial and more personal.

Blog Posts and Infographics

Blog posts are an important added value for your business and your audience. They help your customers understand the market, best practices, strategies, and more. This helps you build credibility and positions your brand as an expert in the industry. Thus sharing your blog posts on your social media can be a great approach to sharing rich content. LinkedIn and Twitter are great platforms for this content!

Behind the scenes and humorous content

Finally, a brand will always need a touch of authenticity. Sharing humorous posts such as GIFs or behind the scenes pictures and videos builds a more authentic and realistic image of the company. It is crucial for your brand to work on this format as it brings your audience closer to you, which is key for a trustful relationship. Twitter and TikTok are perfect social media platforms for this content as their main content often revolves around humor. You can also share a behind the scenes post on LinkedIn and a day in our office video on YouTube for a fun approach!

Don't forget that marketing evolves with time. Be sure to look for the latest successful trends in content marketing when planning your strategy!

À propos de l'auteur

Clémence Del Castillo

Our daydreamer, Clémence, develops her creativity on a daily baisis by drawing, playing the piano, and singing! A true artist at heart. ✨As a TikTok influencer, she'll share her top tips on the blog.🤓 Does this ring any bells? You may have seen her in Spain, Singapore, or Paris. She's constantly on the move! 🌎 #Creative #TikToker #ESSEC