New B2B communication trends are coming up left and right. Sometimes it can be hard to keep up, or even know what actually works. Here you get 5 out of 10 insights about digital marketing that you as a B2B company should keep in mind for 2023:
1. Google is losing customers to LinkedIn
The pandemic has changed a lot. Not least B2B advertising on Google. With the platform's ever-increasing prices, it can be difficult to create a good Return on Investment (ROI), which has led to many choosing to leave the platform. The B2B paradise, LinkedIn, on the other hand, has welcomed these customers with open arms and offered them targeting opportunities with incredible precision.
Imagine being able to target ads to specific companies or people with a specific job title! Although the cost per click (CPC) is more expensive, the value can still increase with the superior audience segmentation features.
2. Interactive content does more than capture the audience
Engagement is key to successful marketing, but the recipient is tired of being tricked into engaging with brands. Sharing valuable personal data, and getting nothing in return, is rarely acceptable today. That's why B2B marketers are now turning to quizzes and well-developed chatbots that create value for the customer, offer them relevant insights just for them and facilitate their buying journey.
3. Don't underestimate influencer marketing
The global influencer marketing market is expected to rise above $16 billion in value, in 2022. Although the marketing method is not so popular for B2B, it has been shown to have a large untapped potential. Profiles with large networks naturally have a high reach of their posts and being seen with a popular profile exposes your brand to a wider target group. A plus on the edge is that a less "ad-feeling" creates greater trust for the message that is spread around your brand.
4. Smart keywords are not enough for your SEO
In the past, the main priority has been to write smart texts filled with the right keywords to end up high in Google's results. But that is no longer the case – user-friendliness has become even more important to the search engine. Thus, it is no longer enough to stuff your website with popular keywords and terms, instead your website is rewarded as well-functioning, fast-loading and easy to navigate.
5. Automated content creation
Smart AI programs can process large amounts of information and with it create interesting marketing content. Car generators, such as DALL-E, have received considerable attention this year, and in 2023, AI for text generation is also expected to gain more influence. They probably won't be able to replace human content creators anytime soon, but the tool will certainly automate some of their work.
There are continuous changes in our digital marketing world. We ourselves are sometimes surprised at how much can happen in such a short time, which is why we'll be back soon with part 2 of this article, with more insights and tips. Watch out!
For those of you who cannot bear to plow through another scrolling session filled with technical buzzwords, we are also happy to hold a meeting to go over exactly how your company can boost its marketing before the turn of the year. Just shout!