Moving into 2020, every business wants to start off on the right foot. The new year is a fresh start to try new marketing and sales initiatives, revamp old ones, and reset from last year.
It can be a daunting task to know where to focus when it comes to new and emerging trends. Frankly, there is so much going on in the digital age, a lot of it just gets lost in the mix.
As your marketing and sales experts, we watch marketing trends very closely. Here are a few you should be following this year in the B2B space to get ahead of your competition.
Revamp Your Email Marketing
Whether you already have an email platform or you’re starting fresh, every B2B should be sending marketing emails. Do your research on your email platform. You’ll want something that makes it easy for you to put together emails that look clean and inspiring, but also one that helps you track your email stats.
We prefer HubSpot for our email marketing. HubSpot uses AI to help us learn about our reader’s trends and how to best engage them. These technologies allow us to send the right message to the right people at the right time, making our emails stronger and more useful than before.
Make sure you have compelling subjects, making a reader want to open your email and read. Emails with spammy or boring subjects are bound to find themselves in the trash.
Also, make sure you keep a clean contacts list. Verify emails to make sure you’re only sending to deliverable addresses, remove old and outdated contacts, or those who have unsubscribed, and keep updated information, such as new emails and contact details, for the freshest emails list.
Create a Content Calendar
Managing content over a long period of time can be tricky. One of the best ways to make it easier is by using a content calendar. Whether that’s a physical calendar with notes, a Google calendar, or a spreadsheet, creating a content calendar will help keep you and your marketing team organized.
Content calendars can help you:
- Manage and schedule blog posts and social media
- Coordinate topics for all channels
- Create posts that are seasonally relevant, contain current events, or are for holidays
- Keep your team on track
- Keep your posts on track even when you’re out of office or on vacation
- Coordinate your content with your ads
Planning content ahead of time provides your team the time to plan and share well-curated blog and social media posts. It can be used as a roadmap for content that guides your business all year long.
Invest in PPC Advertising
Google Ads results receive 65% of the clicks that started with buying keywords, while organic results only receive 35%. PPC (pay-per-click) ads work because they draw attention to specific content and keywords users are looking for, instead of sifting through pages of links.
Whether it’s ads on Google, FaceBook, or LinkedIn, investing in PPC ads for your B2B will increase your website traffic, call traffic, and inevitably, your sales. It’s worth it. Business, on average, see a 2X ROI on their ad spend, that’s $2 for every $1 spent.
If you’re looking for brand awareness, website traffic, or sales, paid ads have a 7.94% CTR for the ad in first position, as compared to an overall average of 2% CTR for all other ads.
Using these strategies will help your B2B to excel in 2020 and beyond. Employing one or more of these trends will ensure sustainable growth for your marketing team.
Want help with these and other top marketing trends? Reach out to us, we’re really good at it.