If you are a B2B marketer, you need to leverage all possible B2B marketing channels to your advantage.
Whether you follow a multichannel approach (showcasing your brand on different channels) or an omnichannel one (all channels work together to adapt to customer behavior), your first step is a careful consideration. Selecting channels on a whim may prevent you from reaching your goals and spread your resources too thin.
Here is how you can create a channel mix that works and choose from some of the best B2B marketing channels in 2022.
Table of contents
- The best B2B marketing channels in 2022
- Search Engine Optimization (SEO)
- PPC Ads
- Content Marketing
- Email Marketing
- Webinars
The Best B2B Marketing Channels in 2022
#1 Search engine optimization (SEO)
When your prospects search for terms related to your products and business, you want your website’s pages to show up in the search results as high up as possible. Search engine optimization is a collection of strategies designed to help you achieve high rankings on the SERPs. It is extremely popular among B2B brands, and according to a Hubspot report, 69% of marketers actively engage in SEO.
SEO goes hand in hand with your content marketing strategy. Create and publish original content related to your audience, their pain points, your industry, and your products. To get started with creating content that ranks, you should consider your audience’s needs and perform keyword research. By including the phrases your audience is searching for in your content, you increase the chances of appearing on the top of the Google SERP. Another important pillar of SEO is link-building, so reach out to reputable websites to earn links to your content. These can be news sites, review websites, and other blogs that enjoy high traffic and whose audience is similar to yours.
That said, creating keyword-rich blogs and adding links isn’t the only way to go about search engine optimization. Why? This is because Google’s search engine algorithms are subject to new updates. So, be mindful of the latest updates and their requirements, such as page speed, user experience, mobile responsiveness, etc.
#2 Pay-per-click (PPC) Ads
SEO strategies do not require buying any ad space. But with PPC, you place a bid on the search terms (keywords) you want to “trigger” your ads. If your bid is among the highest, your ads will appear on top of the organic search results. You are charged only when a user clicks your ad.
Using PPC in combination with SEO strategies can help you maintain a presence in the SERP because organic rankings take time.
#3 Content Marketing
Today, content marketing is one of the most important pillars of B2B marketing channels. You can use your content for several marketing objectives, from brand awareness to demand generation to building a relationship with your audience.
According to the Content Marketing Institute, 60% of marketers say that content marketing generates demand and leads. 70% assert that content marketing helps them educate their audience, and 60% report that it helps them retain existing clients and encourage customer loyalty.
Content marketing is not limited to blogs. Instead, it involves creating social media posts, infographics, blog posts, how-to guides, eBooks, images, and short educational videos.
Regularly publishing quality content can help establish your brand in your industry, and people will be inclined to know more about your offerings when they come across a content piece they like. Remember that the key to standing out from the sea of content is consistency. 51% of the businesses that invest in content marketing say that they publish content every day.
#4 Email marketing
Despite email being overshadowed by other platforms like social media and short videos, email marketing is still popular. In 2021, a Hubspot survey found that 64% of B2B marketers reported their email marketing strategy was effective for meeting business goals. 59% of B2B marketers say that email marketing generates the highest revenue for them. Plus, B2B email marketing has proven to be extremely cost-effective.
So, how can you use email to your advantage? Well, remember that B2B marketing relies on building relationships with customers by providing them with the information they want. And this is exactly what email allows you to do! So, instead of spamming your customers’ inboxes with sales messages, use emails to offer curated information relevant to your industry.
For example, you can start a weekly or monthly newsletter rich with information and product updates. This will get your readers interested in what you have to offer. A newsletter can quickly increase your subscriber base, and 81% of B2B marketers say it is their most used form of content marketing.
#5 Webinars
Do you have industry experience, knowledge, insight, and other valuable information to offer? Host a webinar or start a podcast.
Webinars are one of the fastest ways to reach and engage with potential clients online. And since it is an online medium, your webinar does not have to be a one-time event. You can publish your webinar on your website once it is over and then showcase it as a resource for your visitors. Or, you can trim sections from your webinar and post short videos on your website or Youtube channel and generate traffic.
