So how can you promote digitisation in your B2B business?
As an agency, we have already supported numerous customers from a wide range of industries with digitisation projects, sometimes even initiating digitisation ourselves. Based on this experience, we have determined three basic rules for successful digitisation.
1. Small and clearly organised projects facilitate first experiences in digital communication with the target group. These initial results form the basis for promoting the digitisation process.
2. Obtaining informative results requires a quantified objective – including for clearly organised projects.
3. Many marketing departments struggle with defining project goals because the sales department cannot or does not want to name any. It is nevertheless always possible to independently quantify goals that help achieve corporate goals. If marketing begins to name goals, sales will follow suit very quickly.
Based on our experience, Google Adwords is a good choice for an initial digitisation attempt. The B2B sector tends to underestimate this channel because it is assumed that too few consumers are actually looking for the very specific products offered by B2B companies. It is time to rethink this assumption. Firstly, those few searchers are precisely the ones you want to reach as a business. And secondly, more complex B2B products are particularly well-suited to this because technical terms are very specific. They are very effective long tail keywords.
Finding information about B2B products is relatively difficult and requires very specific search terms: our long tail keywords. They are perfectly suited to reaching your target group in Adwords on a low budget with little resource scattering. An optimised landing page generates new contacts or leads and even qualified sales leads from the interactions with the Google ad. Such results will help you quickly convince your sales team participate in further digitisation projects. After all, working together is most effective way to advance your company.