Posted 03/08/2021

Digital Marketing Unpacked for B2B SMEs


Digital Marketing Unpacked for B2B SMEs

Digital marketing, has moved to the forefront, even more so as a result of  the COVID-19 pandemic. Marketing your business online presents great opportunities for small businesses to grow and expand their businesses. Online marketing means that small businesses can reach a larger audience, promote their brand and increase sales.  


What is digital marketing? 

SEO and digital marketing expert, Neil Patel, describes digital marketing as advertising that is delivered through digital channels. These digital channels include social media, web search, email and more.

Since business to business (B2B) and business to consumer (B2C) have different target markets, their approach to key business processes such as marketing, their sales funnel and strategies are also bound to differ.

 

6 Digital Marketing Channels B2B Services Should Invest In  

 

1. Social media marketing 

Hubspot describes social media as the action of creating content to promote your business or product through social media platforms. As a business owner, you need to realise the positive impact social media can have on your business. In an article by SME South Africa, it is highlighted that social media leads to brand promotion and sales conversion, at a fraction of the cost of traditional marketing.  

 

2. Paid search marketing 

Paid search marketing, sometimes referred to as search engine marketing (SEM), is a digital marketing strategy that is used to increase the visibility of a website on search engine results pages (SERP). Optimizely notes that SEM previously referred to both organic and paid search, however is now used to talk about paid search.  

 

3. SEO 

SEO stands for search engine optimization. According to Moz, SEO is the practice of increasing the quantity and quality of website traffic. With SEO, you need to understand your target market and what they are searching for. Small businesses can implement SEO practices when they build their own website. 

 

4. Affiliate marketing

According to Pat Flynn, affiliate marketing is the process of earning a commission by promoting other people's products.  B2B businesses can use affiliate marketing to advertise their business on trusted and reputable websites that speak to their target market and in return pay them a percentage of the sale that they make. 

 

5. Email marketing

Email marketing is, according to Mailchimp, the process of integrating email within your marketing efforts to promote your business’s products and services. In an article by SME South Africa, it is highlighted that email is a powerful method for growing sales and maintaining a relationship with your customers. 

 

6. Lead generation marketing 

Lead-based marketing is perhaps one of the most effective and favourable form of marketing, especially for small businesses. Sometimes referred to as lead generation, it is the process of attracting leads - individuals who have shown interest in your business’ product or service offering -  and converting them into sales prospects - qualified contacts who have been moved into further along the sales process and are ready to become customers. 


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