Mastering the basics and tools of digital marketing has become essential for B2B companies. Online marketing enables them to grow, be seen, and increase sales.
To better understand and succeed in your digital marketing strategy, here are the 7 essential tools to use. They'll help you save time, optimize your online presence, generate qualified leads, and achieve your business objectives.
Discover all our B2B digital marketing tools
Table of Contents
- 1. Your website: Your first digital showcase
- 2. Use SEO to improve your search engine visibility
- 3. Use SEA to boost your visibility through online advertising
- 4. Use social media to establish strong links with your audience
- 5. Use email campaigns for targeted, personalized communication
- 6. Use affiliate marketing to develop your network of partners
- 7. Marketplaces: Expand your audience
1. Your website: Your first digital showcase
Your website is the starting point of your online presence because it's an online showcase, open 24 hours a day, where visitors can discover your company, products, and services.
Your website needs to be efficient. That means ergonomic, aesthetically pleasing, and easy to navigate. It must also be responsive, adapting to all devices (computers, tablets, smartphones) to offer an optimal user experience. Remember to use colors and images that are in harmony with your corporate identity and business sector.
Your home page should contain key information about your business and provide quality content to hold the visitor’s attention. To create your website, you can subscribe to CMS (Content Management System) tools such as WordPress, Wix, or Squarespace. These platforms offer user-friendly features and predefined templates to help you get started quickly.
2. Use SEO to improve your search engine visibility
Search Engine Optimization (SEO) is a fundamental aspect of online marketing.
It allows you to optimize your website so that it appears at the top of organic search results for keywords relevant to your business. Keyword analysis tools such as Google Keyword Planner or SEMrush can help you identify popular search terms in your field.
Once you've determined the relevant keywords, integrate them into your content, titles, META tags, and URLs. Create quality, engaging content that answers the questions and needs of your potential customers.
Keep in mind that SEO takes time and patience, but the long-term results can be very beneficial and will help you increase your organic traffic and visibility.
3. Use SEA to boost your visibility through online advertising
Search Engine Advertising (SEA) is a paid approach to increasing your visibility on search engines. With SEA, you can create targeted advertising campaigns that appear at the top of search results when users search for specific keywords.
Advertising tools such as Google Ads allow you to define daily budgets, keywords, and target audiences for your ads.
SEA gives you total control over your advertising campaigns, and you can start receiving qualified traffic almost instantly.
4. Use social media to establish strong links with your audience
Social media platforms have become essential for interacting with your audience and building strong relationships with your potential customers. Whether organic or paid, social media enables you to share interesting content, company news, special offers, and more.
Identify the platforms that best match your industry and target audience. Use social media management tools such as Hootsuite or Later to plan your posts in advance and analyze the performance of your campaigns.
An active presence on social media strengthens your brand's credibility and makes it easier for your followers to share content, thus increasing your organic visibility.
5. Use email campaigns for targeted, personalized communication
Email marketing is a powerful strategy for maintaining relationships with your existing and prospective customers. Email campaigns enable you to communicate directly with your audience, offering a more personal and targeted approach.
Use email marketing software such as Mailchimp or Sendinblue to create attractive, segmented campaigns. You can segment your subscriber list according to their behavior, interests, or stage in the buying journey. This will enable you to send messages tailored to the specific needs and preferences of each segment.
Track the open and click rates of your campaigns to assess their effectiveness and make improvements over time. Email campaigns are also an excellent way to send special offers, event invitations, or periodic newsletters to build customer loyalty.
6. Use affiliate marketing to develop your network of partners
Affiliate marketing is a marketing model where you collaborate with partners (affiliates) to promote your products or services in exchange for a commission on the sales generated. Affiliates can be influencers, bloggers, specialized websites, or other complementary businesses.
Use affiliate platforms such as Awin or ShareASale to identify and manage your partnerships efficiently. Make sure you have a clear and attractive affiliate program to attract quality partners.
Affiliation gives you extra visibility through your affiliates' channels, and you only pay when real sales are made.
7. Marketplaces: Expand your audience
Marketplaces are online platforms where you can present and sell your products or services to reach a wider audience. Amazon, Alibaba, and Etsy are examples of popular B2C marketplaces.
With a B2B marketplace, your products or services benefit from increased visibility, enabling you to reach new customers and extend your market reach. You can also leverage the platform's reputation and credibility to strengthen your online brand image and facilitate transactions with potential new customers.
The market offers a variety of B2B marketplaces, each with its own characteristics, advantages, and disadvantages. Some of them offer advanced features such as order and payment management, customization of your online store, and the ability to manage customer ratings and reviews.
Finally, a B2B marketplace often offers integrated marketing tools, such as cross-promotion, joint marketing campaigns, and special offers to boost your sales.
By using these seven digital marketing tools, you can strengthen your online presence and also increase your visibility and generate qualified leads. And, as with any integrated digital marketing strategy, to succeed in today's competitive online marketplace, you need to track your results with analytics tools so you can always adapt and replicate what works best for your target audience.
