You can devise the most innovative marketing strategies and ideas, but they are likely to fall flat if you don't plan your marketing channels thoroughly. For your marketing strategies to be truly foolproof, you must stay updated on the emerging marketing platforms that can bring you closer to your customers and help you get in their good books.
Many B2B companies often make the mistake of using the same marketing channels over and over again. But to gain an edge over your competitors and make the most of the top marketing trends next year, as a B2B marketer, you need to grow out of your age-old marketing tools and explore the top marketing channels of 2023.
Top B2B Marketing Channels for 2023
Make the most of these marketing channels to enhance the effectiveness of your strategy in 2023.
In this day and age, the importance of social media cannot be overstated. Extending its grasp on just about every aspect of our lives, social media is becoming the only way forward. Therefore, your B2B brand must maintain an active social media presence to sustain itself in the modern-day business climate. By tapping into this power of social media, you can easily reach your target audiences and engage with them regularly.
Social media offers a plethora of marketing channels for B2B companies. For example, LinkedIn is the best social media platform for B2B marketing. In addition, LinkedIn provides B2B marketers with large, business-oriented audiences and a variety of methods to filter and find the right prospects.
Research shows that 93% of marketers worldwide use social media as a critical tool in their marketing strategy, and the number is predicted to continue to grow in 2023.
A part of social media marketing, influencer marketing is also marching ahead with its high success rates and attractive returns. Collaborating with a public figure or "influencer" with many followers on a social media platform like Instagram, YouTube, or Facebook as a marketing method will gain momentum in 2023. While this type of marketing is not new, it has emerged as essential as ever.
Influencer collaboration benefits the company through improved brand awareness, reaching the target audience, building trust, and generating leads. A whopping 93% of marketing professionals use influencer marketing, of which 89% of marketers currently engaging in influencer marketing will increase or maintain their investment next year. Additionally, 17% of marketers plan to invest in it for the first time next year.
As people struggle with dwindling attention spans, videos with lively visuals take the lead. Long-winded static posts are a goner as people scroll across them without taking the pain to read what you so thoughtfully wrote. Instead, engage your audience with short videos that convey your purpose.
A 2022 HubSpot study confirmed that 86% of business owners use video marketing to grow their businesses. In fact, 50% of consumers would more likely become regular customers of a brand after seeing the video of its business and/or its products/services. Video content (demos, explainer videos, informative videos, testimonial videos, and so on) increases engagement, thereby driving traffic to your website.
Search Engine Optimization
Every business model attempting to establish an online presence must engage in search engine optimization (SEO), which helps boost brand visibility on search engines.
SEO drives your authority rank up, leading to increased website traffic, greater audience engagement, and higher conversion rates. A study reveals that 89% of marketers believe SEO has been a successful strategy for them. SEO funnels your content based on the preferences of your target audience. For this reason, it ranked as one of the most effective marketing channels to leverage in 2023.
Email marketing has been around for a long time. Brands use emails for sending newsletters, order updates, information related to sales, discounts, new launches, cart abandonment reminders, and so on. Moreover, emails can be personalized to drive better communication with customers.
However, email marketing is a sensitive territory and overdoing the same can cause more harm than good. You need to be careful about the frequency of your emails, the content you’re using, your target audience, and so on. By studying metrics, such as unsubscribe rate, open rate, click-through rates, and so forth, you can track your audience’s behavior successfully. You can turn this marketing channel into a breeding ground for leads when used correctly. Owing to higher conversion rates, 37% of brands have increased their budget for email marketing for 2023.
Websites and Blogs
On one hand, a B2B company’s website is its online identity. On the other hand, the company’s blogs serve as a library of valuable information about the company’s products, services, and industry-related topics. They can help drive traffic to its website.
Together, they are one of the most important prerequisites for a B2B company’s strong online presence.
45% of B2B marketers say blogging is their second-best marketing method, and 59% of B2B marketers say blogs are the most important tool they use.