Gaining exposure for your business can be a daunting task, even for the most seasoned marketers.
Considering the rapid rate at which B2B marketing channels have grown for the last decade, this can seem especially difficult. New channels emerge constantly, and there will be even more in the years to come.
As a result, many wonder how to keep up, knowing it’s impossible to be everywhere and do everything all at once. But how do you know which marketing channels to invest in? And which ones are worth exploring in 2022?
That’s exactly what we’re covering in this article so you can get your brand noticed by the right audience.
How to Choose the Right B2B Marketing Channels for Your Brand
With such a variety of B2B marketing channels at our disposal, it can be challenging to determine where you should direct your time, focus, and money as a brand. You want to invest in the platforms that will pay off big-time in the long run. Luckily, there’s a simple way to help you choose.
Here are a couple of tips for selecting the right B2B marketing channels:
- Play to Your Strengths: Whether you’re working solo, or you have a team at your side, consider your unique strengths. Armed with this knowledge, you can choose channels that help you stand out from the crowd effortlessly. Then you are better able to shine.
- Consider What Appeals to Your Target Audience: You always want to create content that will appeal to your target audience. Otherwise, they won’t take an interest in what you’re doing. Get to know your audience and determine which channels resonate with them the most, including the platforms where they are the most active.
With this knowledge in mind, you’ll stand a better chance of choosing marketing channels that will have the biggest return on investment (ROI) for your brand. This way, you can ensure your hard work pays off by generating engagement, leads, and conversions.
You should keep in mind that new channels gain popularity every year, garnering many people’s attention. By jumping on board with trends, you can test to see if they’d pay off for you. You never know what might be successful for your brand until you give it a shot. Just be sure the channels you choose meet the above criteria.
7 B2B Marketing Channels to Explore in 2022
To help you decide where to direct your attention, there are seven B2B marketing channels you should consider implementing (if you haven’t already) in 2022. Here are some ideas:
1. Email Marketing
By now, your business should be on board with email marketing. If you’re late to the game, there’s no time like the present to start. By utilizing email, you avoid the ever-changing algorithms of various social media platforms. Instead, you focus on writing quality emails with captivating subject lines to get attention.
When you send a weekly or monthly email newsletter, you can promote your latest content and other offerings. But best of all? You build trust and authority with your audience as you consistently send email over time.
2. Speaking Engagements at Industry Events
If you’re brave enough to take the stage, speaking engagements can be one of the most worthwhile B2B marketing channels to pursue. By getting in front of a large audience, you showcase your expertise and position yourself as an influential leader within your industry.
All you need to do is find speaking opportunities by researching industry conferences. Get to know these events and check out some of their past speakers, including the topics they covered. If you feel you have something to add to their next conference, don’t hesitate to reach out. Pitch yourself as a speaker, explain what you bring to the table, and why you’d be a great fit for their event.
There are also virtual conferences that you can speak at, allowing you to make connections without ever leaving home. Sometimes, you won’t have to travel, which is perfect if you closely monitor budgets.
3. Webinars
Another way to put your speaking skills to the test is through value-packed webinars. Not only are they a great way to reach your audience, but webinars also offer the opportunity to engage with these folks in real-time. Then you’re able to get feedback, answer questions, and have conversations. All the way, you’re able to provide value to your audience by covering topics that address their interests and pain points.
Once the live webinar is over, it can still be offered as a resource for your audience. You can also turn it into an email opt-in, which people can access for free after subscribing to your list. Or, if it was originally hosted as a paid webinar, you can remain available for sale afterward to drive profits.
If hosting webinars appeals to you, but you’re hesitant to show up on camera, you can choose to create a slideshow presentation that will be the focal point instead of your face. Perfect for the camera-shy!
4. Podcasts
According to data, the number of monthly podcast listeners based in the U.S. will increase by 6.1% year-over-year, totaling 125 million. It’s safe to say that podcasting shows no signs of slowing down anytime soon. But why are they so popular?
The format is perfect for telling stories, sharing tips and tricks, and providing entertainment. And, listeners can tune in while they’re multitasking, which is perfect for those who are always busy.
If you’re a dynamic speaker and your audience is into podcasts, this is one of the better B2B marketing channels to pursue. You can discuss industry trends, provide data and case studies, or teach people how to do something new. The ideas are endless, so it’s worth giving podcasting a go.
5. Social Media Marketing
Of course, it’s not good to overlook the use of social media for B2B marketing. There are so many social media platforms these days, meaning there are tons of opportunities to get your business in front of its target audience. The key is to choose the platforms that allow you to shine while also being where your audience is most active so you can be sure to reach the right people.
Facebook, Instagram, Twitter, and LinkedIn are all worth considering. You may even want to look at TikTok, as it’s proven to be a popular and effective way to grow your business. By showing up and being active on these platforms, you’ll become more accessible to your audience and have the chance to provide them with the valuable content they’re looking for.
6. Videos
There’s something incredibly powerful about video content, as it allows your audience to connect with you on a deeper level. Instead of just reading your written words in a blog post, they get to see and hear you. It’s like you’re connecting with them directly. And when you consider many people are visual learners, this can be a tremendously valuable way to offer content to your audience.
YouTube is a popular option for B2B marketers, especially since the platform is its own search engine. You can film video tutorials, interviews, do Q&As, and anything in between. Then optimize your videos to increase the odds of them showing up in search results, ultimately driving more views and subscribers.
However, it’s worth noting that YouTube isn’t the only option available if you want to create video content. You might also choose to upload long-form videos to IGTV on Instagram. Or, you could focus on short-form videos for TikTok and Instagram Reels instead.
7. Paid Advertising
While organic traffic helps you grow over time, sometimes you need to be proactive about getting your business in front of new people. And when it comes to B2B marketing channels, social media ads or search engine ads can help with this. You just need to budget consciously to make this happen.
A successful ad will grab attention and inspire people to take action. Your ad could simply send people to a piece of high-quality, evergreen content. It could promote an opt-in freebie for your email list to bring in subscribers. Or you could run an ad to promote your latest offering.
The result? You can more quickly boost your traffic due to all the new exposure you’re getting. It can also help generate more engagement, leads, and even turn into sales.
Great Content for Your B2B Marketing Channels
Sometimes creating high-quality, valuable content can be a challenge. Whether writing content isn’t your strong suit, or you simply don’t have enough time to dedicate to it, consider outsourcing your content creation to our expert team of writers. We offer a variety of services from blog writing to email copy, social media posts, and more.
Contact us today to learn how we can create quality content for your brand.
