Boss Digital provides a range of bespoke digital marketing services for ambitious B2B organisations who wish to transform their marketing.

Working with Boss is like having your own team of B2B brand experts, copy writers, designers, developers, search marketing experts and data analysts, only with no overheads and a fraction the wage bill. We take complete ownership of your digital marketing and will work on-site where required.

Above all, we understand that the impact everything we do needs to be measured in pounds and pence. This is about results.

Contact us today for a free consultation via hello@boss-digital.co.uk or 01628 601713.

B2B marketing has seen a huge shift over the last 5 years, with an increasing emphasis on digital and ever more creative and ambitious campaigns being launched. Gone are the days when B2B marketing stood in the shadows of B2C. Now some of the most impressive digital strategies in the world are being delivered by professional service and other B2B organisations, from law and accounting firms to enterprise technology companies.

That said, most B2B markets are still relatively underdeveloped as a whole from a digital perspective, so huge opportunities continue to exist for those organisations that are able to develop an ambitious and compelling strategy that cuts through the noise.

 

When most B2B organisations think about brand, they will almost certainly think of design. The switched on ones will think of purpose and values. Almost none will consider brand in its truest and fullest sense.

Brand is every encounter that every person, both internal and external, has with your organisation. It’s the people you hire, the training you provide, the policies you write and, ultimately, the impact you make on people’s lives, whether that be in a brief and trivial way or a profound and enduring way.

In order to capture something so all encompassing in a structured way, we need to define our brand identity across the following dimensions:

  • Core competence – what does our B2B company do that is of great value to our audience, and that are competition can’t match?
  • Vision – what does success look like for the firm in 20 years from now? What change will you have made?
  • Purpose – why are we doing what we’re doing and why should people care?
  • Position – what are we doing and who are we doing it for?
  • Organisational values – what are the key traits of our founders or senior leadership team, and how can we embed those throughout the organisation via our recruitment processes and other cultural mechanisms?
  • Personality – what do we look like and sound like? What’s our tone of voice?
  • Product features and benefits – what are our USP’s?
  • Value proposition – by collating and prioritising our rational, emotional and self expressive benefits, how can we articulate this succinctly for the greatest impact, while supporting it with a source of credibility?
  • Symbology – how should.d the above identity manifest itself visually through the logo, colour palette, user imagery and typeface?
  • Broader brand architecture – are there sub brands or sister brands that need to connect in with this identity?

In truth, establishing a brand identity on paper is simple enough, assuming the right market research has been conducted. The real challenge is in embedding this into the DNA of the organisation; something that takes both significant patience and determined leadership.

There is now so much content online for the B2B sector that it can feel difficult to cut through the noise. There are all plenty of opportunities to do so, however; it all just comes down to following a few key principles.

Aim high – as paradoxical as this may sound, the more ambitious your content objectives, the easier you will find it to do something of value. That is not to say that you will necessarily achieve all of your goals entirely, but even if you only get 50% of the way there you will have done something noteworthy, unlike 98% of other B2B brands. Above all, by articulating a lofty vision for your content strategy, you will find it much easier to attract the attention and interest of key influencers within the market, and as we will come on to, their involvement is crucial to your campaign’s success.

Engage key influencers – influencer marketing is so prevalent within consumer markets that it now barely offers any competitive advantage at all. However, within the B2B space it is only just getting started and so the opportunities are huge. These are some of the profound benefits it can offer:

  • Their association will elevate your brand as you inherit their credibility
  • Their engagement can vastly extend your reach as their network is your intended audience
  • Their involvement in your content creation (usually via interview format as these are such busy people!) will provide you with the best content you could ever dream of publishing

And this is all before you consider the offline element from a development, networking and event perspective.

Be smart with your time – as B2B marketers, time is our most precious asset, so using it efficiently is often the difference between success and failure:

  • Develop a clear content framework with well defined pillars, objectives and KPI’s.
  • Create monthly or quarterly content calendars in order to avoid the need for daily content creation, which is both exhausting and inefficient.
  • Prioritise evergreen content – topical B2B content has its place but if it forms the backbone of your activity then you’re going to be working extremely hard to make an impact. Within days of going live, the asset will lose its relevance, and then you’ll have to jump on the next big talking point. Evergreen content, on the other hand, can maintain relevance for years, which means you can re-purpose it time and time again!
  • Create once, distribute everywhere – once you’ve invested the time in creating something you’re really proud of, you need to be pushing that out via every available channel. Not only is this going to drive efficiency, but will also ensure you are communicating a consistent brand story across all channels.

Of course the channels that you need to prioritise will be dependent on your exact market, but most B2B organisations will find the following channels to be of significant priority:

  • LinkedIn – while social media as a whole will be important for communicating your brand’s position and extending its reach, most B2B organisations will find that LinkedIn offers the most direct route to driving leads. With a smart content strategy, you will find that a Cost Per Acquisition advertising model can be developed that enables you to secure opportunities for far smaller figures than would traditionally be expected via other channels like adwords.
  • Website & SEO– over 70% of B2B purchases begin with a search in Google, so having the right content well constructed within rich and easy to use landing pages, is of critical importance to your lead generation. However, there is another advantage – unlike content that’s published on most channels, your website content will continue to drive traffic for as long as it is live. In fact most website traffic arrives on pages that have been live for over six months!
  • Email list – once you own your email list, it’s yours and you only have to pay a small fee for platforms like Mailchimp to run your campaigns. Social media platforms, on the other hand, require significant spend on advertising and you have no control over their algorithms or decisions. So if Facebook decides to ban all corporate pages, for example, there’s nothing you can do about that. In other words, your website and email list are your two true assets, and they should be prioritised accordingly.
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