Let’s look at popular mechanics Trendy digital warm-up of well-known instruments.
SMM: social networks
In our age of digitalization, presence on social software managers email lists networks is becoming mandatory not only for the B2C segment, but also for B2B.
Of course, B2B does not have the kind of audience that can be pushed to buy by influencing emotions, so the goals of running social networks will be different: increasing brand awareness, getting relatively inexpensive coverage, accumulating the audience in one place and building a loyal community.
What content can be used:
- posts about the company/products. Don’t forget about video reviews;
- stories about employees and materials created with their help;
- production materials;
- holding conferences and webinars;
- social activities (volunteering, events for employees), etc.
We cannot help but say that the main trend in SMM is video content, including in B2B, so we advise you to pay attention to this point of development, it will become more and more promising.
Zen – content platform
Zen is developing quite quickly and gaining infrastructure is becoming code popularity: 65.5% of the country’s population, 81 million people , visit it monthly , and 25.4% of residents, approximately 31 million, visit it daily.
But there is also a negative nuance: “capricious” algorithms that require continuous publication of materials according to a certain schedule, without executive list which it will not be possible to achieve the desired coverage.
Let us emphasize that one of the types of content here is videos and horizontal video. If you are not yet engaged in the production of video content, then it is time to “jump on the last train”.
Email Marketing
Email marketing is usually added at the last stages and helps convert website traffic using pop-ups, web push notifications, etc.
In B2B it is necessary for:
- increasing the subscriber base (coverage);
- retaining clients, bringing them to a deal by closing objections and speeding up the deal cycle itself.
Using email marketing, you can set up automated funnels in the form of the following chains:
- reactivation , checking the relevance of the offer (communication with the company);
- Welcome , which retains the client and engages them in communication;
- warming up , closing the client’s problems and questions;
- training , reducing the workload on managers;
- selling , closing possible questions about purchasing a product/service;
- trigger , which responds with an offer at the moment of a specific action by a potential client.