FInd out more about the role of trust in B2B digital marketing

As one of Lancashire’s longest-established digital marketing agencies, we’re in the privileged position of having met with hundreds of businesses to discuss or deliver their websites and online marketing.

Most people are aware of the differences between B2B and B2C marketing tactics.

However, the distinction isn’t as clear-cut as it once was. Let’s consider the conventional wisdom and how it’s evolving in the 2020s.

B2B buyers just want solutions?

B2B buyers aren’t like consumers. They’re focused on solving real problems and getting results as quickly and efficiently as possible.

They make purchasing decisions based on value, ROI, and trust. They do their research, make comparisons, and ask for recommendations.

Social proof and signs of quality, stability, and longevity are key factors (which is why our own agency’s specialisation in bespoke web design has proved a particularly good match for B2B clients over the years). The more you project credibility, the more likely you make the sale.

In the 2020s, with work-related content often blending with personal content on social channels, being solution-focused is still key.

But content must now also be personalised enough to compete with non-work-related posts.

This shift is in part due to the rise of video in social media advertising, which is quickly becoming the most powerful medium.

Content should educate, not entertain?

Conventional wisdom tells us that B2B buyers are less interested in entertainment or impulse buying. They want education. They want to trust a supplier, understand the solution, and be convinced it’s reliable.

A website packed with case studies, whitepapers, videos, and webinars serves as an educational resource, guiding potential buyers through a journey of discovery, showing them exactly how you can solve their problems and improve their business.

But again, B2B advertising now competes with personal or B2C ads for attention. So it can help to entertain too - through your team’s social media profiles, where personality is expected to shine through.

This allows brand and product ads to blend naturally into prospects' feeds.

B2B buying cycles are long?

Unlike B2C, where a sale can happen in minutes, B2B decisions involve multiple stakeholders and can take months.

Potential clients are researching and evaluating you against competitors, so you need differentiation and automation to stay visible throughout their journey.

Fortunately, we’re in a stage where it’s still possible to stand out in the digital marketing space. But as businesses continue to mature in their digital strategies, that window of opportunity will shrink. Now is the time to get ahead, take online market share, and utilise rich content - such as videos and white papers - to shorten buying cycles.

SEO and content strategy drive quality leads

Your digital marketing efforts don’t stop at your website; they start there. In B2B, it’s all about authority and relevance. Ranking for industry-specific keywords and dominating search results helps position you as a thought leader.

While SEO isn’t as dominant as it was, with paid ads taking up the top portion of search pages, websites that rank in the top three positions on high-intent phrases still capture lots of free inquiries.

Paid ads are essential too, with social platforms having made sure businesses must invest to stay visible. At Bespoke, most of our clients spend at least £1,000 per month on ads, and it’s a fast, effective way to get in front of ideal customers every day.

Your website is like a key senior hire

In B2B, your website isn’t just a brochure - it’s your number one salesperson, working 24/7 to engage potential clients, answer their questions, and prove your value.

In every B2B sector, top-ranking websites are typically custom-designed for their target audience, using an enterprise-level CMS. These sites are loved by Google - and customers.

In the 2020s, your website is likely integrated with a CMS and offers rich lead magnets to capture signals from prospects not ready to enquire yet.

But the right website, combined with a smart content strategy, still signals to prospects that you’re serious about leading your sector and that you’re here to stay.

Conventional wisdom still applies - but with a twist

The truth is, most of what’s always been true about B2B marketing remains true. But with superfast internet, video, and social media, our online channels are now heavily personalized and people-focused.

So, while it’s crucial to apply the classic principles of B2B marketing, don’t forget to let your potential customers feel like they know you personally as they research your business.

Let them see, hear, and feel your personality, along with your expertise.

We may be solutions and value-focused when making B2B purchases, but the adage holds: people buy from people.