As the world prepares for another year of uncertainty, companies everywhere are asking themselves what’s on the horizon for 2021. In the new year, brands will have to innovate their digital marketing strategies in order to stand out against the competition.
Lead generation in digital marketing is changing. Right now, there’s more demand to accentuate how relevant your products or services are. Your company will need to put human connection at the center to drive a holistic customer experience. B2B marketing in 2020 was about surviving, but B2B marketing in 2021 will be about thriving. In short, your company needs to be focused on not only what you’re offering, but how you’re offering it.
To get your B2B marketing strategy performing in 2021, here are some trends that you should consider implementing for the new year.
The world is up in the air right now and there’s no guarantee that next year will be any less uncertain. According to a Deloitte survey, executives are experiencing a loss of confidence in their ability to influence their peers and make a strategic impact. To make your B2B marketing strategy stick, you’ll need to consider how to quell these fears.
One promising tactic is nostalgia marketing. This tactic will make your products or services more relatable, safe and comforting while promoting a sensation of belonging. Capitalize on nostalgic visuals in your marketing or even reintroduce products or services that are not currently sold. Tech company Intronis saw a 650% ROI and a 35% conversion rate from nostalgia marketing, so it’s worth giving it a try.
Despite what you may think, blogging isn’t going away anytime soon. In fact, blogging is beginning to merge with vlogging, influencer marketing, social media marketing and other forms of content marketing. Niches aren’t properly covered (especially in business to business marketing), which means that there’s plenty of competitive edge and advantage to starting or improving your B2B company blog in 2021.
Longform content marketing is definitely where the money is. According to Semrush, articles with over 3,000 words receive 3 times more traffic and 4 times more shares. Publishing content based on keyword research is the best way to go to increase your brand’s discoverability and generate leads. Spend some time scouring the Google Ads and Search Console to find your most-searched terms and then pair this with a service like Google Trends to get the most comprehensive picture.
Creating a foolproof content marketing strategy in 2021 is all about delivering useful content to your leads. Make sure your titles are clickable, your articles are long and interesting, and you include some supporting videos to make it count. You’re bound to improve your lead generation strategies in no time!
Speaking of content marketing, interactive and video content is also a major emerging trend for 2021. Already video content is taking over with 6 out of 10 people preferring video content, and social media sites like Youtube accruing more than 1 billion hours of watch time each day. Deloitte also cited that participation is one of the key trends of 2021 that will help generate relevant conversations to the brand.
Try creating a B2B company Youtube channel that can be linked to your blog, create more interactive social media content that includes more audience participation and contribution. Try out new social media sites like TikTok, which is expected to grow to 50 million users in the new year.
Due to most B2B leads working from home, now is also the perfect opportunity to include webinars to participate with potential leads, or even create an informative podcast. Storytelling is becoming an invaluable and essential feature for most businesses to capture a lead’s attention within approximately 8 seconds.
Some B2B marketers struggle to break into this trendy new scene, but it doesn’t have to be complicated. Videos that show “how-to” expertise or participate in global trends are simple enough to create while also showcasing your product or service features.
Automation, chatbots and artificial intelligence is becoming more and more ingrained into the marketing landscape. 62% of global business to business marketing decision-makers are increasing their data management investments, so it seems that 2021 is the best time to get started. AI and machine learning offer a competitive advantage when paired with creative human concepts.
Chatbots got off to a rough start a couple of years ago, but now chatbots are able to help with more than just disjointed conversations. Integrated chatbots can actually help propel B2B sales when personalized since they improve customer experience. They’re able to nurture cold leads, help leads navigate your website, all while being available 24/7. Chatbots help provide an improved customer experience that is more seamless than being left in the dark. 80% of businesses are projected to integrate some form of chatbot system by 2021, so it’s better to jump in now before the competition gets ahead.
This trend is further illustrated in Deloitte’s report where they asked marketers about how their organizations interacted with customers during the pandemic:
Last but not least, one of the most important trends in 2021 is to build partners and relationships in B2B marketing. Now more than ever we’re turning to those we trust most to get us through hard times. According to Deloitte’s survey of 2021 marketing trends, 25% of those who noticed brands acting in their own self-interest walked away from those brands. Now more than ever, B2B companies need to show future leads that we’re all in this together.
To further your lead-generation marketing, see how your company can build meaningful relationships and partnerships with prospective leads. Showcase the purpose behind your products or services, inform their purchase decisions based on how it will help them, and inspire potential customers with your company’s values.
The crisis of the century has sure done a lot to rattle our trust in companies and in the world at large. Right now, there’s a greater need for connection and humanizing in the marketing sphere to bridge the gap between us and them. As a B2B marketer, you can get the best results by taking the time to question how you’re reaching out to leads and what your company has to offer. Clearly understanding your brand’s purpose will help you improve your overall positioning and pinpoint how your company can best contribute.
We sit down with Travis Leggett, our well-established Senior Copywriter & Content Creator to talk about B2B content marketing tips and strategies. Read his interview to better understand B2B content marketing efforts and get a new perspective on creating content for business-to-business communications.
The world is still uncertain and now we’re all wondering what’s in store for 2021. Adapt your B2B marketing strategy with the latest trends to start off strong in the new year.
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