The User’s Journey in Marketing Services Search

TikTok references aside, choosing the right vendors for your marketing needs gets tough, considering the superabundance of opportunities. The marketing landscape is ever-changing, and new trends emerge every once in a while. That, paired with the challenges users might face when choosing marketing services – such as defining needs, selecting the right channels, etc. – makes the search for the right vendor a mighty task.

But we’re here to help. Let’s dissect the user’s journey to help you find the right solution for your marketing needs.

Full-service digital marketing is a broad term covering a wide range of online marketing strategies, services, and tools. First, let’s examine some typical marketing services most vendors provide:

• Search Engine Optimization (SEO). Optimizing web content and structure to improve its ranking in SERPs and increase organic traffic. 61% of B2B marketers consider improving SEO their top inbound marketing priority in 2023.
• PPC Advertising. Placing tailored ads on SERPs, social media platforms, and other websites. Advertisers pay per each click done by other users. 79% of marketers say PPC is hugely beneficial for their business.
• SMM. Using social media platforms like Facebook, Twitter, Instagram, and LinkedIn to promote a brand, engage with customers, and drive website traffic. 95% of B2B marketers use social content as a part of their content marketing strategy.
• Content Marketing. Creating and sharing valuable, relevant, and consistent content to attract and retain an audience and drive profitable customer action. 46% of B2B companies plan on increasing their content marketing spend next year.
• Email Marketing. Reaching users with promo messages or newsletters via email to promote products/services and build customer loyalty. 81% of B2B marketers say email newsletters are the most used form of content marketing.
• Web Design & Development. Designing and developing an engaging and user-friendly website optimized for search engines. 94% of first impressions relate to a website’s design.

These common services are now augmented by the current trends of digital marketing. Here are the hottest ones:

• Artificial Intelligence and Machine Learning. AI & ML help personalize customer experiences, automate marketing processes, and analyze large data sets to improve targeting and decision-making. Besides, AR and VR tech help create immersive and interactive experiences, especially in retail and real estate niches.
• Voice Search Optimization: With voice assistants and smart speakers, optimizing content for voice search becomes easier for digital marketers to reach their audience effectively. This trend mainly focuses on conversational keywords and natural language.
• Influencer Marketing: Influencer marketing continues to grow, with businesses leveraging individuals with large social media followings to promote their products and services. Notably, micro-influencers stand out due to their ability to engage specific audiences.
• Video Marketing: Video content keeps gaining traction regarding audience engagement and is used across various digital platforms to promote brands and products. Short-form videos, live streaming, and interactive video content have become something we see on the daily.
• Youth-Centered Marketing: With the rise of Gen Z and their influence on digital platforms like TikTok, brands are shifting their marketing strategies to cater to younger demographics. Besides, brands also encourage marketing that aligns with social causes, which appeals to socially conscious consumers and helps unite people with common values.
• Conversational Marketing: This trend involves the use of chatbots, AI assistants, and other tools to improve customer experience. With sometimes overwhelming amounts of user requests, businesses can provide instant responses to queries and streamline
  

Customers in the B2B sector often share the same specific challenges when seeking digital marketing services. Here are some of the main ones:

Understanding and Navigating the Digital Landscape
The digital landscape is constantly evolving: with new technologies, platforms, and trends emerging regularly, B2B businesses find it hard to keep up. All the new opportunities can only be leveraged if the stakeholders are well-informed and adapt their strategies accordingly.

Besides, most B2B businesses will probably engage with a variety of digital channels: social media, search engines, email marketing, content marketing, etc. Understanding how to effectively use each channel requires a comprehensive strategy. This, paired with the specific industry nuances requires a deep understanding of the B2B landscape many often lack.

Clear Objectives & Topical Content Creation
Setting clear and measurable objectives for digital marketing is another challenge for B2B businesses. Without an overarching view, it may be hard to determine which metrics are most relevant to their goals and how to track and analyze them effectively. In fact, only 17% of organizations clearly define their marketing goals, so there’s always room for improvement.

B2B buyers often engage in extensive research before making a purchase decision. So high-quality and informative content that positions the company as a thought leader in its industry can be challenging but is essential for building trust. There’s also a need to create content that resonates with different audiences to serve diverse global markets.

Alignment of Sales & Marketing
B2B sales cycles are typically longer and involve multiple touchpoints. Nurturing leads through the entire funnel while maintaining consistent communication throughout the process gets challenging. The same can be said for aligning marketing and sales teams. Integrating marketing efforts with sales strategies is often easier said than done.
These challenges highlight the need for B2B businesses to adapt to the digital-first approach and collaborate with digital marketing vendors to succeed in the competitive digital marketing landscape.

If you’re wondering, “Why to hire a digital marketing agency at all?” let’s consider the benefits of collaborating with one. 

A B2B marketing strategy agency brings valuable expertise in building strategies tailored specifically for B2B. Their main asset is specialized knowledge of B2B transactions: longer sales cycles, multiple decision-makers, and complex buying processes. 

What’s more, a B2B marketing agency usually has extensive experience in identifying and reaching key stakeholders within businesses. They excel in optimizing their reach, be it through content marketing, email campaigns, social media, or participation in industry events.

B2B marketing agencies are also adept at creating impactful messaging and strategic campaigns specifically for the B2B audience. With knowledge of the distinct challenges and goals of B2B buyers, they tailor marketing efforts to the needs and preferences of the target audience, prompting desired actions. Additionally, the unique characteristics of the business, its industry, and competitive landscape help create marketing plans that are highly relevant and effective.

B2B digital marketing companies usually operate on a scalable model, so businesses can choose services and support that align with their budget and needs. In contrast to having an in-house marketing team, which involves significant expenses, outsourcing a B2B marketing agency is more cost-effective. The cost structure is transparent, and B2B businesses can have a clear understanding of the expected return on investment (ROI) for their marketing spending.

For B2B businesses looking to partner with Whales as their digital marketing vendor, here’s what the client roadmap looks like:

1. We start with an initial consultation where objectives, target audience, and competitive landscape are discussed to set the stage for strategy development.
2. Whales run thorough market research & competitor analysis to inform strategy development and align it with specific goals and measurable outcomes.
3. Simultaneously, Whales clarify expectations, desired outcomes, preferred communication style, and any specific brand guidelines. This helps us deliver tailored marketing solutions.
4. Then, it’s collaborative decision-making. We work together to refine strategies, review performance metrics, and make data-driven decisions to optimize marketing efforts.
5. We provide the B2B business access to the latest tools, technologies, and platforms, including marketing automation, data analytics, and artificial intelligence. With it, implementing advanced targeting, personalized messaging, and dynamic content delivery is much more fun – not to mention creating impactful marketing campaigns is fun on its own.
6. During all stages, Whales evaluate performance, analyze the effectiveness of marketing campaigns, and provide insights and recommendations for optimization. This iterative process helps us maintain continuous improvement and alignment with your business objectives.
   

As an entrepreneur, understanding your target market is paramount in today’s competitive business landscape. This understanding also enables you to tailor your efforts effectively regardless of the scope of your services. As an industry, digital marketing is characterized by fast-paced tech developments and emerging trends – that’s why navigating the complexities of marketing services works best under professional guidance.

Don’t hesitate to reach out to leverage the expertise of professionals who can help you understand user behavior, tailor your offerings, and create impactful marketing strategies that resonate with your target audience, ultimately leading to business growth and success.