How To Leverage On The Upcoming 2023 B2B Digital Marketing Trends
Updated: Jan 27
𝐓𝐡𝐞 𝐧𝐞𝐰 𝐲𝐞𝐚𝐫 𝐢𝐬 𝐜𝐨𝐦𝐢𝐧𝐠! 𝐈𝐬 𝐲𝐨𝐮𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐫𝐞𝐚𝐝𝐲?
According to the latest Forbes article, 65% of the workforce are Millennials and Gen-Zers who are digital-first buyers have contributed to a significant shift in B2B buyer behaviour. They are looking for convenience and access to easy-to-find product information like pricing and peer-to-peer reviews have infiltrated business buyers’ behaviour. These elements are altering how marketers may reach, interact with, and retain business clients.
As 2023 is fast approaching, professionals in the B2B businesses are starting to review their strategies and are getting ready for a whole new wave of trends. As a B2B marketer, you'll probably be eager to learn about emerging digital marketing trends in 2023 and discover strategies to stay on top of your game.
In this blog, we go further in depth into 2023’s upcoming trends in the digital marketing space, and how your business can leverage these trends.
📌 Content Marketing for 2023’s B2B Audience
While utilising many keywords with the aim of getting onto Google's first page of search results may get you there briefly, does it really give users what they're looking for? While content producers are frequently fixated on adhering to SEO requirements, producing content solely to satisfy an algorithm won't provide users with the information they genuinely require.
In reality, if your material is well-written and genuinely instructive, you will inevitably appear in the top Google search results. Writing content that is user-focused is a better use of your time than creating content solely for SEO. This doesn’t mean that keywords are totally irrelevant, as keyword research is still essential to understand your B2B audience's tendencies and what they are searching for. Finding keywords that are highly used within your industry can help you tweak your content and make it more pertinent, which will also increase demand for your content. Make value-driven content your content marketing goal.
At the same time, it is important that your content makes an emotional connection with your readers. The content that businesses produce has typically focused on discussing their organisation and the products and services they provide, but this is changing as businesses become increasingly aware that, even in B2B, you need to make an emotional connection. Your success will therefore ultimately depend on your ability to create content that not only communicates the advantages you offer but also comprehends the "why" of your customers.
Knowing exactly where your content should be published is also crucial. It is vital that you choose channels that allow you to reach your prospective clients where they are. Even if you publish the best content, your content marketing strategy would be ineffective if no one is there on the other end to receive it.
📌 The Rise of Multi-Channel Marketing
The concept of "multi-channel" has gained prominence in the B2B marketing industry, and multi-channel B2B marketing is becoming an increasingly successful tactic. B2B buyers doubled the number of channels they used between 2016 and 2021, with clients engaging with companies on an average of 10 channels in 2021.
Multi-channel marketing allows interactions between B2B brands and customers across a variety of devices and touchpoints. Resultantly, companies who implement multi-channel strategies have 91% higher rates of client retention than those who don't.
Establishing your presence across a wide variety of channels also allows you to receive business leads from all types of channels, including social, digital, and other internet-based ones. This allows you to reach clients which may be present in certain channels but not others. Set up a multi-channel presence in order to gear your business up for 2023 and ensure your brand stays relevant and ahead of the competition.
📌 Optimising Your B2B User Experience (UX) Is Key
B2B decisions and transactions are rarely made hastily; visitors rarely make choices immediately after arriving at a website. It is important that your online presence and website persuade your prospective clients’ employees that you are the ideal vendor to select for your goods and services, by keeping your target audience in mind and disseminating relevant content.
Businesses frequently conduct due diligence on a vendor before contacting them when they plan to spend thousands of dollars with them. The process is tedious and research-intense, and its duration may even exceed six months. In this case, your prospective client might make several visits to your website, send their superiors links to certain webpages, and download white papers for more research. There will frequently be a large number of stakeholders looking at your website and online presence, across the corporate hierarchy. The number of stakeholders tends to increase as a company grows larger.
In light of this, there is a need to approach B2B data and formulate your UX strategy in a different way. Contrary to B2C websites, it is important that your B2B website must go into more details and about both the product and your business that is supplying it. The website visitor must be able to easily locate information regarding elements like product specs, capabilities, regulatory requirements, and safety recommendations. You may also find it helpful to include portions on your website that address the demands of prospective clients as well as content that these prospective clients can share with their superiors.
📌 Get Ready to Leverage on 2023’s Trends!
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VKT is a data-driven strategic consulting & digital marketing agency. We are obsessed about performance and helping businesses turn ineffective digital marketing campaigns into visible, measurable results, in the form of lead generation and revenue growth. In the past month, we have achieved 120% revenue growth for our clients, leveraging on customer insights and data analytics to formulate and optimise our marketing strategy.
With our experienced MRA & EDG Certified Consultant, VKT boasts a proven track record in achieving a high EDG application success rate that grants your business up to 70% funding for SMEs and 50% for non-SMEs. Looking to leverage the upcoming year’s trends? Contact us now for a digital consultation!