AMY WARD FROM LOGICA 5 MINS WITH

For the vast majority of South Yorkshire businesses, high-quality digital marketing is more than just nice to have – it’s a must-have. We grabbed five minutes with Sheffield-based digital marketers Logica’s Amy Ward, to find out the new rules of digital marketing in 2023…

What do today’s B2B buyers want?

It’s a complicated question. But getting it right is essential for selling to a business audience in today’s market, so how do you create value for today’s B2B buyer, and what strategies do you need to use?

Creating value for changing B2B buyer needs. The way B2B buyers research, compare and buy has drastically changed in the last five years. The days when buyers would simply talk to a sales rep or speak to suppliers at an event are over.

Most buyers now start their purchase journey online and you could say the B2B buying experience is trending towards a more consumer-based approach. Buyers conduct their own research before making a purchase. So, what are the strategies you need to engage today’s buyers?

SEO (Search Engine Optimisation)

When customers research products or services online, they often turn to search engines, such as Google. So, SEO helps you to make sure your brand is found when they’re searching and drive traffic to your website that you can convert into sales. SEO is the backbone of a successful digital marketing strategy.

Content marketing

Customers want to find information about specific topics, products and services. So, a content marketing strategy can help you to engage with potential customers. Match the content you produce to the intent of your customers and match each stage of the customer journey.

Buyers are more likely to purchase from brands with an authoritative, trustworthy and reliable voice. Hence, you have a higher chance of converting a prospect who has engaged with your content and remembers it - because it was helpful.

Social media

Social media is critical for boosting your reputation, building trust and increasing sales. It’s a great way to promote your brand, build brand awareness, drive traffic and drive sales.

PPC (Paid Search)

PPC provides a way to drive traffic to your website and only pay when someone clicks through. For B2B, it allows you to target your budget towards those who show an intent to buy.

The goal of your ad is to lead searchers to click on your website and take valuable action, such as purchasing a product.

Staying ahead of how buyers are changing and knowing what they expect can help you to meet their expectations with your digital marketing activity and deliver results for your business.

If you’d like to know more, why not request a free digital marketing audit for your business? Just drop us an email at hello@logica-digital.co.uk