b2b marketing strategy

B2B Marketing: It’s all about getting tech buyers to your site

  • Getting traffic onto your website can be a tricky business 
  • But in a competitive digital marketplace, website traffic is more important than ever 
  • Here are some easy-to-implement tips to get you started
So, your website is fresh and uptodate. You’ve filled it with relevant information and clear, compelling descriptions of your products or services. There is some great downloadable content and a well-defined marketing funnel to direct visitors to your ‘contact us’ page. Well done – you’re halfway to a great B2B marketing strategy 

However, you’ve still got one big problem: getting people to actually visit your website. 

If your organisation deals in enterprise IT, having great quality content on your website is only half the battle. Getting tech buyers to visit your website and read that content is just as important. The trouble is that grabbing IT buyers’ attention isn’t easy. In fact, it’s becoming much harder.  

Diversity in the profile of IT buyers

In the past, the enterprise IT buyer was usually the head of IT or the company CIO. In recent years, this has shifted significantlyWith a much wider understanding of technology right across the workforce, IT buying decisions are now made by general managers, marketing executives, sales people and business development professionals, as well as IT leaders. This makes targeting tech buyers a lot more complicated. 

An explosion in information sources  

In the past, workers could only stay up to date with developments in enterprise tech through subscription to Computer Weekly or similar industry magazines. The internet has significantly changed the rules of the game. With an almost endless amount of digital content now freely availablestanding out from the crowd and gaining presence online is much harder. 

A shift in how decisions are made 

The experience of making buying decisions is also changingIn the past, the best you could hope for was a writeup in a computer magazine – and success depended entirely on the whims of the editorial team. Today, even a tiny company with just a handful of staff can get their name out there and generate website traffic. 

Doing this requires some planning and preparation, however. Here, you’ll find a series of simple steps to get started. 

Creating a B2B marketing strategy 

If you’re working in technology, you need to be pretty smart about your B2B marketing strategy and how you go about positioning your product or service. It’s not just about going through the motions or imitating your competitors. Instead, you need to think outside the box and make your strategy a little more precise. 

For instance, targeting your ideal buyer with inbound content on your blog is fine. But you should also try to gain some attention on other platforms, including email, social media and search engine advertising. Here’s a look at some of these tactics in more detail.  

1. Personas and market research 

Personas are internal marketing material designed to create a fictional representation of your ideal buyer. They outline the context, industry and job title of your average customer, before going into more detail about the problems they face and the solutions they’re searching for. They are designed to make it much easier for marketers and content writers to target this audience when creating marketing material.  

If you want to get tech buyers onto your website, creating personas is absolutely essential. This might involve some light market research to help you identify the specific context and pain points of this customer. If you want to get them onto your website, you need to find out how they make decisions and what sources they use to make them.  

It’s generally a good idea to create three or four different personas, targeting customers in different industries and job titles. Once youve created three or four strong personas, youll be in a much better decision to start creating content that effectively targets B2B tech buyers.  

2. Harness the power of influencers 

One of the most vital and powerful organic assets you can target is influencers in your local network. As the name would suggest, they’re people who’ve managed to garner a following of people with similar interests and ambitions – often on social media.  

It’s important to be aware of who has influence within your industry networks, whether that’s project management, enterprise social networks or IT consulting. By reaching out to those people on social media, or by getting them to blog about your product or service, you increase the chance of reaching audiences.  

In some cases, this might come in the form of a business transaction, where the influencer is paid to draw attention to your products. As is more likely the case, however, it will require some soft network building, creating a quid-pro-quo partnership that both you and influencer can benefit from, often including mutual promotion.  

3. Curry favour with major analysts 

Receiving attention from major analysts such as Gartner or Forrester is very valuable for enterprise IT companies, especially if you’re selling a product.  

Implementing this tip into your strategy can be a long process – but it’s definitely worth the hard work. Reaching out to the right people in these organisations, and making contacts could lead to your product being featured in research which can pay huge dividends. A good way to get started with this is to feature their research in your digital content, particularly on social media, and see if you can build connections from there.  

4. Get recognition from product creators 

If you sell a product or service that relates to Microsoft products, you need to make sure you’re on the company’s radar. If you’re not already, get yourselfregistered as a Microsoft Partner. You should also aim to take this further; work towards acquiring Microsoft certifications and awards. First and foremost, it gives you valuable skills and experience that’ll boost the value of the services you offer. Secondly, the certifications will give readers confidence that you’re a trustworthy company.  

As well as this, the knowledge that you belong to the network and are Microsoft certified allows you to gain authority in relevant networking circles. Building these relationships will allow you to embark on partner co-marketing strategies that build traction and mutually benefit both of your audiences.  

5. Reviews are important 

A positive independent review is crucial if you want to boost sales of your product.  

Building relationships with tech journalists is an important way of doing this – as well as other reviewers with a significant following. Ultimately, you want to have your product reviewed to help it garner interest. If you’ve got a good relationship with a reviewer, consider offering free demos and access in return for a review.  

If your principal income comes from services, you should still aim for positive reviews online. Ask a customer you have a good relationship with to write an independent review of your service on popular search engines likeGoogle.  

6. Publish opinion pieces 

Publishing opinion-based content is an important way of gaining attention for your brand.  

There are numerous websites you can get published on, particularly for IT specific content. Many sites will offer backlinks in return for a guest blog, which will help increase your traffic and improve your domain authority. 

It’s important to remember, however, that such sites rarely accept ‘advertorials’ so you need to make sure you say something original and engaging. Simply having your name out there and talking about certain topics can boost your chances of getting B2B tech buyers onto your website. 

7. Get active on LinkedIn 

The most common way for B2B tech buyers to find out about technology is by asking their peers. Often this will be face to face, and you can’t really do a lot to influence that. Luckily, an increasing amount of these conversations are happening on digital channels like LinkedIn. For this reason, it’s a great way of reaching your target audience 

There’s almost certainly a handful of LinkedIn groups for the audience you want to speak to – make sure you join those, answer requests for recommendations and spend some time being active within those groups each week. If you work hard to build a presence in the communities where your customers are, you’ll soon see traffic improve on your websites and leads being generated.  

8. Keep updating SEO and PPC strategies 

Last, but certainly not least, it’s absolutely essential that you have all your SEO, PPC and organic search criteria up to date.  

By taking care of your website’s SEO strategy, you’ll ensure that you rank well in search results, thereby generating traffic to your website. And investing in PPC advertisements, you’ll be able to give your website a helpful, paid boost. While each of the points on the list has their place, this method will form the backbone of your strategy, and will need constant refinement, testing and improvement over time.  

 

There’s no denying that marketing your product or service to B2B tech buyers is a complicated game. Nonetheless, with a well-planned strategy, you can do a lot to get those B2B tech buyers onto your website and, once there, into your lead generation funnel. Good luck! 

Implementing all these tips can take up a considerable proportion of your marketing time and resources. That’s why plenty of Microsoft Partners turn to the experts at Fifty Five and Five to help generate traffic to their website. Get in touch to find out more.  

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Chris Wright

Chris Wright

Chris founded Fifty Five and Five back in 2014, after a long career working for a number of global Microsoft Partners.