Fears about inflation, rising interest rates, supply chain shortages, and a potential recession have B2B companies prioritizing more predictable growth strategies in 2023. As the adage goes, “When times are good, you should advertise. When times are bad, you must advertise.” In fact, it’s predicted that the brands that will come out ahead are those that further orient their strategies and operations around their customer base.
Here are five significant marketing strategies we predict B2B Brands will pursue to ensure success in the new year.
1. Digital PR (Public Relations)
Digital PR is like traditional PR, but it offers the opportunity to capture the attention of a much broader audience through content marketing and social media that can’t be reached with only offline methods.
A strategic Digital PR campaign is one of the best ways for a brand to build trust, as it helps potential customers become familiar with a brand’s product and services and get a clearer picture of what the brand is about.
Businesses can speak directly to their target audience anytime, day or night. Connecting and sharing with the target audience makes it possible to start a dialogue that clarifies a brand’s focus and spreads news and information much more quickly than ever before.
Our NQ PR article provided a poignant platform to establish the company leaders as public health advocates and experts in their field.
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2. Purpose-Driven Marketing
Purpose-driven marketing is one of the biggest B2B branding trends for 2023.
- 66% of people said they would switch from a product they always use to one from a purpose-driven company
- 80% of consumers say when they buy a product from a purpose-driven company, they feel they are doing some part in making a positive impact.
Today’s consumers trust B2B brands that not only provide quality services but that are authentic and inclusive, working to become better at what they do, kind to their employees, and helping to help serve the greater community.
Our Optimum Business WE initiative was created to celebrate and support Women Entrepreneurs by connecting new and next-generation women business owners with sound advice from experienced mentors.
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3. Credible Thought Leadership
Thought leadership is content such as blog posts, e-books, webinars, or any digital communication conveying messages from a brand’s subject matter expert. And it is more than just a strategy for sharing new ideas. Thought leadership is an effective long-term marketing investment for any brand.
- 54% of B2B decision makers say they purchased a product after engaging with thought leadership.
- 53% of decision-makers say they increased how much business they did with a company.
Our Lightpath Quarterly Newsletter articles continue to drive engagement with record open and CTRs.
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4. Social is the New Search Engine
Over the last few years, consumer expectations for B2B brands have changed. Nearly 100% of consumers will buy from a brand they follow on social media.
No longer is it enough for a B2B brand to have a website and a LinkedIn company page; a solid social media presence is needed.
Since 78% of customers believe that social media is the fastest and most direct way to connect with a brand, companies that aren’t active on social look stagnant and are missing out on opportunities.
Buyers are spending much of the exploration and evaluation phases of the B2B customer journey searching for relevant content, looking at a brand handles customer service, reading reviews, and more.
Although TurbineOne’s frontline solutions target a very specific audience segment, their ability to leverage our video content helped promote social awareness and sales.
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5. Virtual Marketing Partners
The Great Resignation has left many companies scrambling to fill full-time positions.
A virtual marketing partner helps provide various services, including developing and implementing marketing campaigns, managing social media accounts, creating and distributing marketing materials, and analyzing and reporting on marketing performance remotely.
Virtual marketing partnerships are a cost-effective way for businesses to access specialized marketing expertise on an as-needed basis. It also allows companies to be more flexible and responsive to changes in their marketing needs, as they can adjust the scope and focus of their marketing efforts as needed.
Our team at Bloom Media is here to help you meet any of these marketing needs. We are confident we have a solution that fits your long-term goals. Contact us for a free consultation today.
