NEW WEBMARKETING TRENDS 2020
Agence Puck
30 June 2020
The recent societal events we have experienced are forcing us to rethink our vision of digital as a real driver of growth. Many companies are prioritising “digital-first” investments to ensure business continuity. Whether large or small, companies will be able to use new digital marketing techniques to stay in touch with customers and keep developing B2B and B2C business opportunities.
These techniques will make it possible to go even further, with the ability to build powerful experiences by combining technology and storytelling.
Live streaming, now that Zoom is here
Having grown strongly during lockdown, live streaming is an opportunity not to be missed, even for BtoB companies. In fact, the uses of live streaming have yet to be developed now that the habit is there. One huge advantage of these live videos is that they are watched for 42 minutes on average, compared with around 90 seconds on average for conventional videos. Here are a few ideas for making the most of live video in a B2B strategy.
- Launching a new product – the chance to show a product live to your customer base and gather questions and reactions in real time.
- “Behind the scenes” at events – you can show what goes on behind the scenes, show that you are active in your sector and prove the commitment of your teams behind the camera.
- Training videos such as webinars and Q&As – very relevant for your audience. These formats position you as an expert in your sector, especially if you are able to answer customer questions live.
Social commerce... Yes, even in BtoB
Social commerce as conceived in BtoC seems a long way from the expectations of BtoB companies. It should be seen rather as pre-sales. Nearly 65% of buyers first look for information on social networks, and this is also true in BtoB. So you should see it as an additional shop window that can attract leads and result in appointments with salespeople. It will enable you to build relationships of mutual trust by placing the prospect at the heart of exchanges. These social networks (especially professional ones) obviously remain a sales prospecting tool for finding decision-makers and, above all, personalising your approach.
This is what we do every day at our communication agency Puck, by combining all these techniques with the ability to generate business for our clients.
User experience at the heart of service strategies
It can't be said often enough: UX, meaning user experience, matters all the more when your prospect is demanding, and in BtoB customers and prospects are even more demanding than elsewhere.
- A chatbot used to drastically improve customer relations makes it possible to engage in conversation. Nearly 80% of e-commerce companies will use these tools to manage their customer service this year.
- Similarly, automating the handling of customer requests is also a crucial principle in an acquisition strategy. You need to set up email scenarios that build a relationship with your prospects and, above all, nurture them with content that will make them more mature for a possible purchase. They will feel better supported and this will revive their interest.
Hyper-targeted advertising and personalised services
While French people are generally quite wary of personalised marketing, they accept this approach much more readily in a professional setting. Many companies are aware of how effective this method is in a professional context, particularly in terms of service. The figures don't lie: according to HBR, 86% of B2B buyers are likely to approve a purchase if the offer made to them is personalised. The study by Sales Initiative shows that 59% of buyers are much less receptive to generic sales pitches.
The revival of social networks and the power of their messaging services
The fact that decision-makers are getting younger is pushing companies to follow the emergence of new social networks. This can be a major differentiating factor, as many companies aren't on them. Snapchat and TikTok, at the top of the results for number of users worldwide, enable you to reach an audience that is both precise and broad. Even though the content is ephemeral, these new formats make it possible to communicate on a more personal, more human and sometimes even more daring level.
Green code
Soon, all brands' sites, services and digital content will also be judged by consumers through the prism of their carbon footprint. Fortunately, there are solutions for improving the energy balance of digital productions: green hosting, clean code, website ecodesign, carbon offsetting of video productions and so on. Let's not forget that digital also makes it possible to considerably reduce travel and meetings with salespeople. So this is a factor to take into account.
Content marketing - content factory
In B2B as in B2C, content marketing can no longer be ignored. In B2B, nearly 88% of companies use it. Quality content in sufficient volume supports marketing actions by making them credible. One requirement: responsiveness. The lifespan of content ranges from a few seconds to a day. So you have to be able to react quickly and adapt to peaks of activity on the networks.
The end of SEO as a traffic generator, but a visibility generator
A study by SEO specialist Rand Fishkin showed that users click less often on search results because the preview displayed by Google contains the answer to their query (15% of cases). This is known as Google's “No Click”.
The challenge is therefore clear for brands, because what they lose in traffic can be offset by a gain in visibility. But you still have to be the most legitimate source for answering internet users' questions, which comes down to the quality and relevance of content. This trend also shows that SEA (buying sponsored links) is an increasingly decisive lever for generating clicks and encouraging people to find out more about the brand.
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