Marketing is always changing, and businesses need to stay ahead of the curve to keep up with the ever-changing needs and attitudes of their customers. After ensuring your marketing strategy best aligns with your specific business goals, it's important to be aware of any trends that might be relevant for you to utilise.
If you’re a B2B business looking to maximise your marketing efforts in 2024, we've listed five marketing trends that you may want to make use of this year and beyond.
Intelligent Use Of AI
AI has been increasingly used by marketers, including those marketing B2B businesses. Tools such as ChatGPT are utilised for several marketing strategies including content, but the way businesses are using these tools matters.
One of the most worthwhile ways businesses can leverage AI in 2024 is with data analysis. By using AI tools to help you analyse data, you can uncover vital insights into buyer behaviour and customer demographics.
This type of information is invaluable for B2B businesses that wish to create highly personalised marketing strategies that are more likely to convert.
The data found from this type of AI research would be particularly useful for businesses that wish to build their brand up with our B2B brand strategy services. If this is what you're looking for, get in touch and we can chat about whether utilising AI would be worthwhile in this instance, or if we have alternative research methods that can help.
Active Engagement Is Key With Content Marketing
Content marketing is one of the most effective methods used by businesses and is a popular service for our B2B clients. In 2024, a big trend for content marketing is to ensure your content not only informs your readers but also engages them.
More businesses are incorporating features into their content such as polls, surveys, and quizzes. If this type of content is relevant for your business, then it may be something to consider testing out.
Features like these are beneficial not only for the fact they capture their audience but also for gathering vital data and information such as customer feedback and preferences. With this, you can make sure you’re offering your audience the kind of content they want to see, and products and services they’re more likely to purchase.
Quality Over Quantity Is Important For Email Marketing
Email marketing remains an effective tool for many B2B businesses, with Adobe reporting that 56% of buyers prefer receiving B2B offers over email than through other marketing channels. Not every business will prioritise email as this is dependent on the company itself and their unique goals, but for those that do, knowing how to do email marketing correctly is key.
The way companies are encouraged to use email marketing is changing. In 2024 and beyond, personalisation is more important than ever before, and the focus will be on businesses sending fewer, more high-quality emails.
Targeting customers with relevant, engaging emails that are more likely to convert is key, and this is reinforced by Google and Yahoo who introduced compliance policies earlier this year that apply to those sending mass emails. These policies mean that senders should follow certain rules in order to comply with regulations, including making sure the email is sent from a legitimate domain and that the content in the email is relevant.
These rules make personalisation and quality of email content more important than ever and this is a big trend to follow in 2024 and beyond.
Social Responsibility Is Key
If your B2B business makes a difference in some way, whether through an awareness of sustainability or ethical practices, this should be included in your marketing.
In 2024, people are more likely to relate to a brand that shares their values, so businesses should showcase their charitable or sustainable efforts with effective marketing strategies.
So what are some ways B2B businesses can highlight this? If your business makes efforts to reduce carbon emissions, write a blog post informing your customers about what you’re doing and the impact it’s having. If your business has partnered with an ethical organisation, ensure you cover this with a detailed PR strategy to spread the word about the cause you’re so passionate about.
Keeping Voice Search In Mind For SEO
Voice-activated devices are becoming increasingly popular, and businesses that have a focus on SEO would be wise to stay ahead of the curve in utilising voice search in their marketing campaigns. It’s estimated that between 2020 and 2024, the number of people using voice-search has increased from 4.2 billion to 8.4 billion.
A great example of this is by optimising content for voice search to make sure your website is discoverable and accessible for those seeking search results by using voice-search tools such as Apple’s Siri and Amazon’s Alexa.
The main difference between voice search and text-based search is the way users phrase their queries. B2B businesses hoping to optimise their content for this trend should focus on adopting a conversational tone and include longer phrases, questions, and keywords.
If you’re looking for a fresh perspective on how to best market your B2B business, contact Recall Marketing today and we can have a friendly and informative chat about how we can help.
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