B2B marketing trends are evolving at lightning speed as content marketing gains importance.
*Updated 6/25/2024
Marketers have changed their attention from sales to digital content marketing and search engine optimization techniques to attract new customers.
Understanding what's next is essential for keeping your company ahead of the marketing curve.
Here is our professional judgment on the B2B marketing trends you should consider and optimize your website.
11 B2B Marketing Trends for Website Optimization
Traditional content marketing ideas still apply: distributing high-quality material is essential for boosting trust and profitability.
However, each new year introduces fresh strategies to achieve your marketing objectives.
Here are 11 B2B marketing trends to look out for for your website optimization.
1. Artificial intelligence is here to stay
The popularity of artificial intelligence (AI) will continue to grow exponentially in the new year.
The number of companies adopting AI has increased by 270% in the last four years alone.
The number of tech companies specializing in AI has increased rapidly as well.
Artificial intelligence makes work simpler to automate, curate, personalize, and optimize.
You can use machine learning to digitize data, automate email sequences, and mitigate human error.
One of the B2B marketing trends for optimizing your website is to invest in machine learning consulting to improve your website functionality and user experience.
So, optimizing your website by utilizing AI logistics for eCommerce will help you get valuable knowledge and improve the efficiency of your business.
Additionally, an AI-focused content marketing strategy will work more effectively and can even be augmented with human feedback to make your content almost equivalent to human-created content.
2. Leverage influencer marketing
Over the past several years, influencer marketing has become one of the most significant digital marketing trends to try for B2C businesses.
They have noticed a surge in the popularity of influencer marketing.
And they project that by 2028, the market for influencer marketing platforms will be worth worldwide.
As a result, it should be no surprise that marketers will boost their influencer marketing expenses, with more to follow in the next years.
For example, communications giant Cisco collaborated with influencers and other notable influencers to promote their goods online and at conferences they organize.
They produced impressive engagement rates on social media.
Additionally, they promote their brand to others who follow the influencers.
So, adopting influencer marketing can benefit your business in various ways, but it can also be difficult and expensive to master.
Influencer strategies can be learned in marketing training which could guide you through the process to get good performing paid collaborations on social media.
Some marketing firms specialize in influencer marketing which can help if you need help knowing where to begin.
3. Interactive content
Have you ever questioned why more and more advertisers are turning from static to interactive content?
They have excellent reasons too. Interactive content creates twice as many clicks as passive stuff.
You engage your audience with interactive content marketing, using material dependent on their engagement. You can offer value using quizzes, tests, calculators, surveys, and forms.
It is informational, instructive, and fun and has the potential to be a powerful lead generation machine.
Take personality tests; you may have enough insights to find the best way to turn them into valuable leads.
But don’t just take our word for it! Having a look at these statistics depicts how interactive content is the next big thing.
- According to 77% of marketers, interactive content is highly reusable, resulting in numerous exposures and more visits. (Content Marketing Institute)
- 73% of marketers feel that using interactive features in content marketing improves message retention. (Content Marketing Institute)
- Interactive content is among the top three formats selected by 45% of B2B customers for digital marketing. (Content Marketing Institute)
- 51% of B2B buyers report that interactive material has assisted them in dealing with company difficulties and conflicts. (SnapApp)
- More than 62% of B2B marketers now use interactive content marketing. (SnapApp)
- More than 62% of B2B marketers now use interactive content marketing. (DemandGen)
So, it's time to add interactivity to your website.
Interactive content is a robust tool for marketing professionals and organizations searching for innovative, efficient, and cost-effective methods to exploit current material to maximize ROI on digital marketing costs.
Surprisingly, creating interactive content elements is no longer a big challenge, even for non-developers.
You can create interactive content elements as per drag & drop without writing a single line of code.
There are great online no-code builders for interactive content, such as involve.me that will do all the heavy lifting for you.
To stay ahead of the game, you must examine the patterns and trends that emerge, and the statistics do not lie: interactive content is the next big thing.
4. Video marketing
Video is the new marketing trend that entered the fray, and people embrace it with open arms.
Most recently, YouTube saw a considerable rise in views. With 56% of users watching more videos on social media every month, engagement is at an all-time high.
The reason behind this immense popularity is you can communicate better with video because viewers prefer watching a video rather than reading a text while learning, researching, or making purchases.
You can create a video and use it to catch users' attention.
Use data from your multi-channel marketing, for instance, to identify the times and places your audience is online. Then, meet them there with personalized videos and advertisements that direct them to the following level of the sales funnel.
For example, a manufacturer of hiking equipment could observe an increase in inquiries regarding the finest backpack for day treks. The business may use the information and produce a website and video with further details to address the query.
This company will be more likely to appear at the top of search engine results pages (SERPs) when potential consumers search for the "best backpack for day hiking," eventually leading to more people finding and contacting them.
Personal and educational videos will improve your search engine results and give viewers the knowledge they need to purchase.
Therefore, if the video isn't a component of your digital marketing plan, it's time to update your website to stay ahead of the competition.
With the dynamic nature of digital marketing, staying informed about upcoming trends is crucial for securing a competitive edge.
Among the most significant shifts for 2024 is the exploration of video marketing.
For those looking to enhance their strategies and connect with their audience effectively, understanding the video marketing trends set to dominate in 2024 provides invaluable insights.
5. Good algorithm update
Regarding algorithm changes, Google's mantra is "can't stop, won't stop."
The business always brings new, modest, and considerable algorithmic advancements.
So why are algorithm changes becoming more popular in SEO?
Because Google has shifted its emphasis to the user experience, you must create high-quality, user-focused content (as shown by the Helpful Content Update) that delivers as much value as possible if you want to score highly this year and the following year.
So, set aside time this year to update your website with fresh, must-read content and to update the material published two or more years ago.
6. Optimize your website with chat bots
Chatbots are a significant aspect of web design and will remain so in the near future.
In the last year, 67% of consumers worldwide said they had used a chatbox support system.
Customers anticipate prompt responses to their inquiries and available customer support personnel around the clock.
It can be complex to handle without chatbots, which mimic human behavior and provide comparable services.
Many industries employ this technology to assist clients in finding information on a company's website and responding to their inquiries.
So, optimizing your website with Chatbots helps your company deliver better, quicker online experiences.
Due to this digital innovation, businesses will experience increased consumer interaction, business relationships, and general client happiness.
7. Email marketing brings engagement
Email marketing has proven to be an effective marketing strategy targeting individual consumers and company clients.
Are you aware that most leading B2B marketers use email marketing? Are you one of them?
You should start soon if you are not among those that use email marketing.
Email promotes engagement, which leads to subscribers becoming leads, who ultimately become customers.
B2B clients want reason and a profitable return on investment, unlike B2C consumers who respond best to emotions and amusement.
Essentially, they ask: How might your firm assist in expanding or selling my business online?
As a result, your email marketing has to regularly connect with your business clients and concentrate on issues that are important to them, such as time, money, and resources.
Email marketing is a potent tool for disseminating material for your brand.
Email newsletters are in use by 83% of B2B organizations as part of their content marketing strategy.
According to 40% of B2B marketers, the success of their content marketing depends most heavily on these newsletters.
Neal Taparia, who runs the gaming business Hearts.land, uses personalization in his email marketing. “When we email, we include personalized data. We’ve found that this significantly improves click-through rate and brings people back to our site.”
8. Voice marketing
Everyone is amazed by audio technology's many benefits, particularly regarding addressing customer issues, meeting product marketing objectives, and supporting the brand's vision.
If we consider speech marketing in the context of the buyer's journey, audio technology plays a critical role in boosting customer experience.
As audio material contributes to the availability and search capabilities of more helpful content, expanding your reach on digital platforms provides your company with a marketing plan to test its voice skills.
As more individuals discover that audio material makes it simpler to interact with a business, new voice marketing strategies will design a more improved customer experience and a more attuned set of patterns to consume information in the unpredictable modern environment.
With the ever-increasing need for voice marketing, we, as content providers and product marketers, can no longer ignore its value.
Voice marketing is the only way to achieve quick returns in terms of customer happiness.
9. Short video trend
Most individuals nowadays are occupied with balancing their careers, family, and hobbies.
For other people, pausing to digest anything that requires more than a few minutes isn't feasible. Just a few minutes, please.
Shorter videos are the secret to persuading busy consumers to watch your post.
Your chances of receiving more views rise if you keep your movies brief. It explains why TikTok and Instagram Reels are so successful.
As per the study, Short-form videos are the only content on TikTok, one of the most well-known social media networks, with 800 million active members.
It enables users to create amusing, captivating, and thrilling material that circulates quickly worldwide.
Additionally, Instagram developed Reels to show how popular short videos are worldwide.
Still, have doubts about the effectiveness of brief videos? According to one study, 68% of viewers complete a video if it lasts less than 60 seconds.
If it takes less than 20 minutes, another 25% will complete. Hootsuite also shows that engagement statistics spike every time they post an Instagram Reel.
These facts and statistics show that a short video is the best marketing strategy, and optimizing your website with a 20-second video can significantly impact website engagement.
10. Simple & clear message is what people want
Determining a clear message is the key to effective communication.
What would you say if you had to summarize your company in a few sentences? What point do you want your audience to take away from this?
One of the best ways to ensure that your content resonates with your audience is to follow a set agile content review process across the team.
It will ensure that the copy is clear and there aren't any imperfections in the website's design.
If your message is unclear, confusing marketing may harm your brand, and healing might take time. Market with intention; customers will not strive to decipher your offer; it should be obvious when they read it.
Be more humorous and clear, and target the right audience. Use comedy or produce marketing materals that appeal to a broad audience.
There are many variables to consider when creating the message.Still, with some experience and knowledge that you can get from communication courses focused on effective communication, you can learn the hacks to use combined techniques to have messages with the desired results.
Here are some examples of a clear and concise message:
#1 Example
"I can find anyone’s email address.” A marketing message from VoilaNorbert gets the job done.
The pain points and the audience are evident in a straightforward sentence. As a bonus, there is a self-explanatory call to action button.
#2 Example
“We are reinventing short-term rentals so you can live the life you always wanted.”
That's better now! Building trust and friendliness with your audience will be easier if you use a welcoming tone. When treated like real people, they tend to go forward in the conversion process.
You may easily explain the technical details later. Make actual persons and leads out of those emails.
11. Customer experience is what matters in the end
Since the customer experience counts most in digital marketing, most algorithms and AI optimize improving the user experience.
For instance, this year's search engine optimization (SEO) upgrades prioritized giving customers the most beneficial material.
By emphasizing their experiences, you can start the algorithms and please your consumers.
Now, what can you do? Putting the consumer first and improving their experience can help your digital marketing be future-proof.
Since all algorithms aim to improve user experience, this helps shield you from future technique adjustments.
The Last Word
Knowing the current trends and sharing them with your colleagues in your next team meeting can help you begin next year with an effective B2B marketing strategy.
After all, trends aren't simply facts about what's happened recently; they're also evidence about what's likely to happen next. The more accurate your predictions, the more effective your marketing tactics will be.
Author Bio
Wasim Charoliya is a digital marketing manager and growth strategist at Intelivita, a leading web and mobile app development company. Wasim is passionate about helping startups, enterprises, B2B, and SaaS businesses build thought leadership in their industry with actionable content strategies.
