Over the last two decades, the global business market has seen mass digitization; most businesses – big or small, have a website or an online presence of some kind. The process of attracting new clients has wholly evolved – gone are the days where you could solely rely on networking events or word-of-mouth marketing.
Staying on top of B2B digital marketing trends is how the best businesses stay ahead of their competition.
A couple of years ago business owners and company executives laughed at the idea of artificial intelligence, data-driven marketing, and voice search engine optimization (VSEO); however today these current digital marketing trends are not only innovative but among the top priorities for most B2B business owners in 2021.
Here are four current digital marketing trends for you to focus on for your next B2B marketing campaign
1 – Artificial Intelligence (AI)
AI is a fast-evolving market segment. The technology is being used everywhere, may it be in self-driving cars, smart-speakers (Siri, Alexa, Bixby, and more), or in this case, digital marketing.
With AI and machine learning, businesses can analyze consumer behavior, search patterns, and use data from social media platforms and blog posts to help them understand how customers find their products and services.
An everyday yet exciting use for AI is chatbots, using natural language processing (NLP) software to decipher what the customer wants and respond as if it were a real person.
Businesses currently use AI for:
-
Basic communication
-
Product recommendations
-
Content creation
-
Email personalization
-
E-commerce transactions
With new ideas for implementing AI being developed almost on a daily basis, this list is sure to grow.
2 – Webinars
During the COVID-19 pandemic, many individuals started to use webinars as their primary source of learning. The e-learning environment was on the rise as the charts of current market demands show. If you want to drive sales, demand, and build communities, investing in useful webinars is critical.
According to GoToWebinar, a single webinar could generate over 1,000 leads. In a survey conducted by ZoomInfo, 73% of B2B marketers and leaders in sales see webinars as an effective way for high-quality leads. Analytics show that 20- 40% of webinar attendees will turn into qualified leads.
Organizing a webinar where you have a guest speaker or industry expert is ideal as it helps generate demand and interest in your firm and webinar.
3 – Visual Search Engine Optimization
You can easily search for images and videos by typing keywords, but did you know you can submit an existing image for a search?
Users are slowly discovering these visual search techniques, therefore changing the landscape of the SEO world. In order to capitalize on the increased amount of visual searches, you want to make sure your image and video SEO campaigns are marvelous.
You can start by applying the basics:
-
Include alt text in your image descriptions.
-
Add images to your sitemap or create a dedicated image sitemap.
-
Add your target SEO keywords in the file name of your image.
-
All content should be in the best resolution possible.
-
Learn to use Google Lens.
If you play your SEO cards right, you are guaranteed to take traffic away from competitors when shoppers conduct picture searches for products or barcodes.
Using the power of social media, you can increase the number of leads generated via picture search. To do this, you can use the top three social media platforms to generate b2b leads; they are Facebook, Linkedin, and Twitter. You can read more about using them to generate leads in one of our previous blogs.
4 – No-click Search
When you type a question into Google and hit enter, you click on the best article that answers your question or gives you the needed information. However, it is becoming more common that the answer suggested to you is in a paragraph at the top of the search results page.
These boxes, called Position Zero, often come with an image and all the information you need, displayed in a distinguishable box. Since the required information is already provided, you do not need to click on the article. This is called a no-click search; most search engines do this to help consumers find information quickly.
The obvious downside to this is that this will lower the traffic being directed to your website because Google or any other search engine delivers your potential clients’ answers.
Nevertheless, these snippets are not all bad. Having your article being featured as a snippet means that you are producing valuable content.
The trick is to make sure you add something to these snippets that will attract the reader and lure them to click on your website for more information and away from the search engine. Ways to do this include:
-
Making “how-to” lists longer but still accurate so that the snippet’s information is cut off and searchers have to visit your webpage for the entire article.
-
Improving the trustworthiness of your domain by including ratings and reviews.
No-click searches are beneficial to the reader and the search engine company, but learning to use them to your advantage is vital to increasing traffic on your site.
What’s next for your firm?
Implementing these current digital marketing trends and strategies in your next campaign will improve your lead and demand generation, build a broader customer base, and give you an advantage over your customers.
But with the current “digital-revolution” new technology and innovations are being introduced frequently; therefore, you need a firm like Logichron who keeps a keen eye on the ever-evolving marketplace to guide you through thick and thin and grow your business with innovative digital marketing and lead generation strategies.
