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Top Digital Engagement Tactics Every B2B Marketer Should Use in 2024 

Talking about digital marketing, the percentage of businesses using video marketing has risen from 61% to 91% in the past 8 years. 

While putting out any content asset online on any social media platform out there, the only goal of any marketing executive is to get the maximum engagement.

Especially in B2B industry, the engagement aspects are unique than that of B2C industry. The target audience is different, the content type is different, everything from age group to attention span is different. So, marking your content in this space is tough, and how do you do it?

Let’s find out with these digital engagement tactics…

1. Personalized Content Marketing 

Way back in time Personalization was a luxury, but not anymore, it has become a necessity. According to Epsilon people are likely to buy something from a brand only if you are offering anything as in personalized offer. Thus, B2B marketers can definitely increase their conversion rates by going a little personal with their content.  

How to Implement: 

  • Segment Your Audience: Based on data, segment your audience, i.e can be industry, organization size, job titles or user behavior.  
  • Impulsive Content: Individualize your brand messaging to the user, write in tonality which resonates with the user rather than following the old rigid way. 
  • Account-Based Marketing (ABM): Target only key accounts and personalize your campaign accordingly. By focusing on their specific needs and pain points you get an upper hand more easily. 

2. Interactive Content 

A lot more of an intimate type of content which could include quizzes, calculators, interactive infographics etc. can do magic in terms of engagement. In a study 93% of marketers said that it was effective to use interactive content to educate their buyers. 

How to Implement: 

  • Interactive Infographics: You can use tools like Infogram to craft vibrant and interactive infographics that offer insights in return. 
  • Calculators: When you give prospects an entity or tool through which they can calculate their products’ and services’ potential ROI, it helps them make the decision. 
  • Quizzes and Assessments: Quizzes engage your audience more with your industry and help them add value for themselves. 

3. Video Marketing 

In this TikTok era, Reels, YouTube among others, video has taken over marketing space as Wyzowl noted 86% of Video Marketers admitted that videos have helped businesses increase their web traffic. 

How to Implement: 

  • Explainer Videos: Make short videos that explain your products or services. 
  • Customer Testimonials: Show off satisfied clients by having video testimonials on your website so as to earn trust of new customers. 
  • Live Streaming: For example, if you are hosting a webinar or Q&A session live then you will be able to interact with people who are watching at the moment.

4. AI-Powered Chatbots

The AI chatbots are the most prominent and very first customer interaction tool that is implied for instant response for the queries.   

How to Implement: 

  • Customer Support: To answer common queries for the customers visiting website use chatbots, it primarily saves human resources.    
  • Lead Qualification: Chatbots can also qualify for leads by asking pertinent questions and getting relevant information out of it. 
  • Personalized Recommendations: Based on behavioral data AI can easily provide personalized product or content recommendations. 

5. Social Media Engagement 

In the time when billion number of people are on social media, how can one ignore it? It plays its hefty role in b2b industry as well, especially LinkedIn. 

How to Implement: 

  • Regular Posting: Maintaining regular posting helps you keep up with the industry trends and it’s good for social engagement as well.  
  • Engage with Influencers: Right now, influencer economy is the topmost contributing factor in social media business, so why not benefit from it? 
  • LinkedIn Groups: Create a LinkedIn community online related only to your industry and try more to engage with your audience 

6. Email Marketing Automation 

The highly effective marketing channel in b2b industry remains the Email marketing one. 

How to Implement: 

  • Segmentation: Segment your prospect based on demographics, behavior, and past interactions and then only plan your email boosting strategy. 
  • Personalization: When you personalize basic things such as subject lines or email copy, it significantly increases Click-through rates. 
  • Automated Drip Campaigns: Set up automated email sequences to nurture leads through the sales funnel. 

7. Influencer Partnerships 

As mentioned earlier, Influencer marketing is the most important social media strategy and is not just for B2C brands. B2B marketers can also benefit from partnering with industry thought leaders and influencers.

Influencer Marketing Hub has found that 60% of marketers intend to increase their influencer marketing budgets in 2024. Where does your budget stand? 

How to Implement: 

  • Identify Key Influencers: Use tools like BuzzSumo to identify influencers in your industry. 
  • Collaborative Content: Co-branded content created with influencers, their guest posting on your domain, their interviews and podcasts are the most trending most types of content collaboration in b2b right now. 
  • Product Reviews: Give freebies to influencers for product reviews, it increases your brand visibility amongst their audiences and eventually helps your business. 

8. Webinars and Virtual Events 

Webinars and virtual events have become increasingly popular in the B2B industry, especially in the post-pandemic world. ON24’s Webinar Benchmarks Report also says that the average viewing time for a webinar has become 57 minutes, indicating the high engagement of participants.

How to Implement: 

  • Educational Webinars: Host webinars that will provide value to the participants. 
  • Product Demos: Conduct a live demo of your products or services to showcase their benefits. 
  • Virtual Conferences: Organize virtual conferences so that you can connect with a larger number of audience and establish your brand as a thought leader. 

9. SEO and Content Optimization 

SEO remains a cornerstone of digital marketing, helping your content reach the right audience organically. 

Last but not least and first and for most at the same time, SEO puts your website on the global internet map, which is something which must be worked on. Otherwise, you cannot even to reach to your local audience.

How to Implement:   

  • Keyword Research: SEMrush or Ahrefs are the tools which help you identify high-value keywords relevant to your industry. 
  • Content Optimization: With targeted keywords, meta descriptions, and internal linking you can optimize your content for your website. 
  • Technical SEO: Loading time, mobile optimized and secured connect are the most basic and the most important aspect of technical aspect of your website, and also a deciding factor from the user’s end 

In Conclusion, 

B2B marketers must adapt to these changing digital trends in 2024. With the implementation of personalized content marketing, interactive content, video marketing, AI-powered chatbots, social media engagement, email marketing automation, influencer partnerships, webinars, SEO and what not! You can effectively engage your target audience and drive substantial business growth.  

This will keep your marketing relevant and impactful, to keep up with more insightful marketing trends, connect with us at Vereigen Media right now! 

By Akash Bhagwat

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