10 B2B Marketing Insights for 2023: Part 2 Did you read our last tips article and want to know more? Here comes another round of juicy, actionable tips for your B2B business.
6. Video is still relevant
That moving content performs better than still images is old. It has been on lists for years, thanks to its success in catching the receivers. But don't think that your engagement numbers will go through the roof just because you post a video. Mobile content only performs better when its content is relevant, appropriate for the channel and of high quality. That doesn't necessarily mean you need to hire a TV production team, but it doesn't necessarily mean using shaky iPhone videos either.
7. Voice search is the (old) new
Metaverse and NFTs shocked the marketing world with their arrival, but did not change the industry as quickly as some initially thought. These rapidly outdated buzzwords have now become part of the noise - for now. Today's focus is instead starting to be directed towards something that most people haven't even thought about since it came out - voice search. "Hey Google" or "Hey Siri" are not very popular phrases in Sweden. When it is used, it is usually to turn off the light in the hall or to set the timer. However, the devices are capable of much more than that and are already widely used in other countries for their voice-activated searches.
Using voice search is not much different from a google search. The biggest difference is that you are only offered one result, instead of having to browse through several different ones. Therefore, B2B companies have started working on formulating answers to questions that customers might ask a voice assistant. By doing so, the recipient is offered a more conversational and accurate response to their voice search.
8. User-generated content continues to grow
More and more B2B companies are actively collaborating with their customers when it comes to creating marketing materials. Such investments are often not only cheaper, but can also be more effective. Customers are 2-4 times more likely to trust material created by other customers than that produced by the company. So start scouting already now what type of material you could create together with your customers.
9. Google waves goodbye to the analytics tool (and third-party cookies)
In July 2023, Google's Analytics will be shut down. The tool, which is an important part in the follow-up of digital campaigns, will fortunately be replaced with a new analysis platform. Like its predecessor, it will be able to track traffic and engagement, but also offer a broader overview of how your target audience interacts with your brand. Practical, eh?
The reason behind the change is clear. The elimination of third-party cookies has been on many people's lips lately, especially since it makes the job of advertisers much more difficult. Keeping track of valuable statistics is prevented more and more daily, resulting in:
Much greater demand for knowledge about how to use the advertising tools in an efficient and high-performing way. More pressure to create organic content and search engine optimization - as a way to capture users when you can't reach them directly.
10. Leverage the strengths of digital agencies
In today's fast-changing media landscape, B2B companies are spending increasing amounts of time and resources creating digital campaigns. Is it something you recognize yourself in? It can be difficult to keep up with all the trends and acquire all the necessary knowledge, while running your business. But that's exactly what digital agencies are for. With their expertise, they can offer the right support for your business, so you can focus on what you do best!
The conclusions that can be drawn from this are that there is always a lot going on in B2B marketing. The key to a successful 2023 is to gain an understanding of it. Maybe that's your New Year's resolution this year? Or was that your promise last year? Either way, we're here to help you with that. Either by providing you with great tips or helping you build your next successful campaign.