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Why Digital Marketing Is Crucial For B2B Sales

By Uncategorized

Back in the day, business-to-business deals were done through personal networking, conferences, and salespeople finding and fighting their way through the right gatekeepers. Yes, these traditional forms of B2B sales are still present, and they likely always will be. For many companies, the primary B2B sales tools were reputation and even print advertising.

But the times are changing! Although we used to think B2B marketing needed to be “traditional” to reach the more senior, big buyers, it is no longer the case. According to the Content Marketing Institute’s statistics on Blue Corona’s report, half of all B2B buyers are millennials. Yes, you read that right! If you are looking to make B2B sales, half of your buyers are between the ages of 18 and 34. It means that B2B digital marketing needs to be brought out of the dark ages of newspaper ads and into today’s landscape of digital content, social media, and automation. 

Some prominent B2B marketing names have already caught on. The same agency found that 70% of B2B marketers are creating more content more frequently than they were a year ago. Does this mean that B2B companies are killing the digital marketing game? No. Even though the landscape is ripe for the picking, there are still some key concepts that need to be understood by marketers looking to launch successful digital campaigns and stay leaders in their industry. 

How Digital Marketing Influences B2B Sales

Knowing the stats is crucial to understanding why we’re all about digital for B2B sales. First off, according to the study from Acquity Group, more than 94% of B2B buyers do online research before purchasing. In other words, your web and digital presence are of utmost importance. Having a website that keeps visitors longer and encourages their movement through your digital marketing is essential. Your website should incorporate video content, which is proven to keep visitors on your pages longer, as well as fluidity throughout web pages. Moreover, you should even include automated chatbots to encourage conversations with potential customers. 

Video in marketing strategy is your first step into the new era of B2B sales. Having video content on your homepage will instantly give your business credibility and relatability. Additionally, it will help in your SEO efforts and cause more people to visit your site when doing their searches. Your video content is an invaluable asset to your digital toolkit. People can crosspost a single video across various platforms, such as Facebook, Instagram, etc. 

Fluidity in Digital Marketing

Having fluidity between all aspects of your digital marketing efforts is critical to your online marketing success. You would want to have a certain amount of content on your site, and you would want to link pages on your site to your blog posts or other pages. The more seamless the web experience, the higher the likelihood you have of attracting a customer. But it’s not just about having the content on your site — it’s about regularly creating more and more content to add. Having a blog is an excellent way to do this. We all know that the B2B sales cycle can seem to drag on and on. According to the Digital Marketing Institute, “If you can lure clients back to your site with strong content, you are more likely to forge trust, which can, in turn, lead them to the end of the conversion funnel.”

Do You Use Automation for B2B Sales?

Lastly, it is crucial to understand what is available to you in terms of automation of your site. We are no longer living in an era where it is enough to have a “contact us” page. Instead, it would help if you had multiple ways for people to get in touch with you with as little effort as possible. Recently, there has been a strong trend of adding chatbots to websites. It allows you to capture a broader group of leads by asking visitors questions, answering others, and guiding them through your site. A well-structured chatbot can give your company worldwide, 24/7 availability. Another way to encourage leads to get in touch with you is through your social media presence. Not only can leads directly message you on Facebook and Instagram, for instance, but you can also guide them back to your site where your chatbot can answer their questions quickly. In short, making yourself widely available is essential. Utilizing chatbots and direct B2B messages on social media are the next wave of B2B contacts! 

video marketing graphic

Why Video Ignites Your Marketing And How To Use It Effectively

By Marketing

In 2020, video isn’t merely an option for your digital marketing strategy but rather a necessity. As the consumer journey adapts to incorporate more mobile purchasing and cross-platform exploration, video is crucial for retaining your audience. It is why, according to a Wyzowl study, even by 2016, 63 percent of businesses had already begun using video as part of their marketing strategy. As we move into the next decade, you will be left in the dust if you fail to incorporate video in some way. According to Cisco, over 80% of all traffic will consist of video by 2021. So, let’s get shooting!

Video in a Marketing Strategy

Adding video to your marketing strategy will boost business in several key ways. Video amplifies your Search Engine Optimization efforts and you can use it on multiple platforms to propagate more content. What’s more, video attracts two distinct subsets of consumers — the laziest and the most diligent.

Embedding a video into your website, be it on the homepage or another landing page, will drastically improve your SEO results. In fact, according to Moovly, you are 53 times more likely to appear on the first page of Google if your landing page contains a video. It is because people are much more likely to engage with your content and spend longer maneuvering through your site if you have video. The longer you can keep people on your website, the better! Since video is the most captivating form of corporate communication, this is a no-brainer.


Video Marketing on Social

Video marketing is an ingenious tool to cross-post content. Let’s say you have a stellar video on your homepage but don’t know how to get more sets of eyes on it. Video adapts well to work on any social media platform. For those that incorporate Instagram and Facebook into their marketing strategy, reusing video content is a great option when you’re out of content ideas! Furthermore, the video offers exponentially more information than does text or a picture. So for those who make online purchases on mobile devices, video is essential. With only their phone in their hands, would you rather have a potential customer read testimonials or hear them straight out of the mouth of someone just like them via video?

Additionally, people love to share on social! Users love connecting their friends and networks to products that they believe in online. There is ample evidence that if you post a video from the heart, it is more likely people will share it, tag it, and cross-post it. We say “from the heart” because with video content, especially, transparency and emotions are vital needs for video consumers. According to Mark Schaefer, marketing guru, “The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.” Video helps you gain advocates and can even reignite your fundamental marketing efforts.

What Type of Marketing Do You Prefer?

You might be asking yourself, “Which consumers prefer video, and which kinds of video do they want to see?” Well, guess what. While the typical consumer may not need a video to make their purchasing decision, many still do. Video is most effective with your most diligent consumers. They are those who love to research and read product reviews before buying. Moreover, they are your laziest consumers who are comfortable purchasing after merely seeing it in video format. Depending on your industry and your sales goals, you may opt for another type of video. Utilizing the expert help of digital marketers will help you create the most useful video content.

Would You Use Video for Your Business?

So, our main takeaway is, regardless of what industry you are in or what other digital marketing efforts you are already making, video is something your marketing cannot live without. Video marketing is an excellent asset for a company to own. As your company grows and you incorporate more channels for your marketing, your video will remain an attractive and powerful tool. Embedding it into your site and using it across multiple channels will undoubtedly provide an exceptional ROI. After everything you just read, wouldn’t it have been easier to watch a video about it?

Radio Radio!

By Uncategorized

One of our Orthopedic clients recently opened an Urgent Care location to broaden their patient reach. This is largely a location based business, so nothing like some creative radio to get the word out! The business is breaking records…..err booming! Have a listen…..

Gaining awareness and calling out the value proposition in a creative way. We pit a little Spark in this business!

Orthopedic Practice Branding

By Uncategorized

Building an orthopedic practice “brand” in a potential patient’s mind may begin with the right custom photography on the website. Creative photography communicates quality and the highest standards of care!


Moving Pictures

By Uncategorized

Yet another vote for video. If a picture is worth a thousand words, how much is a quality video worth? We love video. Writing, creating, directing, producing, editing. Even on Twitter!