If you are a marketer, be it B2B or B2C, digital marketing is your jam. Without investing in digital marketing strategies, you are left with absolutely no choice in B2B. As we become more dependent on technology, confusion seeps in about new and trending concepts and about old standbys.
What you need is to distinguish between myths and facts. This article aims to debunk B2B digital marketing myths that might get in the way of effective campaigns and programs.
1. Myth: Your B2B target audience is not on social media
Debunked: Brands have official social media accounts everywhere. In 2020, more than 3.6 billion people used social media, and Statista predicts the number to touch 4.41 billion in 2025. Given the odds, at least one or two social media audiences will align with your brand requirements.
2. Myth: The more the number of likes, the higher the number of customers
Debunked: Your active social media performance leads to higher followers and more likes. But to close a deal and turn prospects into leads and customers will take much more than just counting the likes!
3. Myth: No one reads website content carefully
Debunked: Website content or on-page SEO is one of the most important factors to drive traffic. Make sure your website content has all the required keywords, updated facts and figures, accurate contact details and case studies. In B2C, and especially B2B, website content is vital. Your website reflects your brand to incoming traffic across multiple online channels.
4. Myth: Over-using keywords will fetch more traffic
Debunked: Keyword stuffing is not at all a good practice; use them sensibly. A perfect sprinkle of keywords surely helps in Google ranking. Keyword stuffing, or repeating the same keyword multiple times kills your SEO strategies. Keyword stuffing results in spammy and artificial reading which does not serve visitors’ purpose. Use keyword variations, synonyms and long-tail and short-tail variations for better results.
5. Myth: Must open in each and every social media platforms immediately
Debunked: Research all social media platforms and see which one works for your B2B brand. For example, based on your company’s product or service, you may find your target audience on LinkedIn and Twitter, and not so much on Instagram and Snapchat. Instead of wasting time on all social media platforms, concentrate on those which have most of your targeted audience segments.
6. Myth: Email marketing is outdated and useless
Debunked: More than 72% of business customers prefer emails as the main channel of communication. More than 90% of B2B marketers use emails for content distribution, lead generation and lead nurturing. Traditional email marketing still stands strong, with no reason to expect its power to diminish in the digital marketing sector.
7. Myth: Digital marketing is a free tool, only requires internet subscription
Debunked: You need resourceful investment to make your digital marketing strategies successful and on-point. Invest in social media ads, Google ads, display banners and programmatic advertising for account-based marketing and social media management tools.
8. Myth: Long content is better and useful to readers
Debunked: Google Webmaster Trends Analyst John Mueller points out that content word count is not an essential metric for ranking a page. He hints that the content must be accurate, comprehensive and factually correct to perform well. Mueller tweeted his responses to debunk this myth popular among netizens.
Truth matters. Sometimes, the thin line between truth and myth becomes blurry, but it never vanishes. You must get rid of all these B2B digital marketing myths that might be holding you back. Cognitive and immersive technologies like AI impact B2B businesses in ways more than one. Join us and the B2B digital marketing community on April 14 for a special summit on “Accelerating Revenue with Artificial Intelligence.”