Phygital Marketing Keys to increase your leads
The
Phygital Marketing
is the connection between online and physical stores. Today, brands have understood that this omnichannel strategy is the most effective way to interact with users and that the success of companies depends on its successful implementation.
This trend allows us to discover a new way in the buying process, in which the boundaries that separate the physical world from the digital world are blurred and, therefore, it is essential for every company to start betting on strategies that integrate both realities.
These are the keys you must take into account to succeed in the phygital world in B2B companies:
Table of Contents
Positioning of digital assets:
First of all, we want to highlight the importance of the company’s website and social networks in the construction and implementation of the strategy. Today more than half of customers expect their supplier’s website to be a valuable channel for help and information and more than a third expect it to be the most useful channel. Likewise, many companies search social networks for information that confirms the reasons for initiating a negotiation. If you wish to perfect these two channels you can perform the following actions:
– Web: Position yourself by optimizing your SEO and take advantage of this platform to share different types of content, such as texts, infographics, videos, case studies and more.
– Social media: Showcase your team and share content from your followers to give credibility to the brand. Also, create interaction with your followers and show your brand footprint in each of your publications.
Branded content:
We must not forget that, even if the business relationship is B2B, every company has people in charge of the interaction of digital environments. The contents you create must be focused on those people, capable of choosing and contracting services for their companies.
Throughout the buying journey, companies must educate their customers by sharing information to increase the buyer’s confidence in their decision making. You must show them your expertise and position yourself as a solution to their needs.
Share information of interest through blogs and videos, show yourself as an expert in webinar presentations and attract target audiences by uploading podcasts. In this way you will be able to improve your brand image and generate contacts with the intention of establishing solid and long-term relationships.
Inbound Marketing:
Inbound Marketing encompasses different digital marketing disciplines such as search engine optimization, branded content generation, e-mail marketing, events and others with the objective of creating brand awareness and demand generation. Here are some tips to optimize these B2B marketing strategies:
– SEO: Optimize titles, images and descriptions and organize the contents of your blog in categories, so that users and search robots can easily access your page.
Do not forget to update the previous contents and take the opportunity to create pages that group and direct to other related pages.
– Branded content: Audiovisual content has gained a lot of notoriety in recent years. Leverage the YouTube audience to create tutorial and product demonstration videos. Do not forget to optimize titles, tags and descriptions to improve your positioning.
– Email marketing: Segment the recipients of your emails, since your contacts may be at different stages of the funnel or looking for different solutions. Create emails that can be easily read on any device, with attractive subject lines and text that includes a single call to action.
Phygital marketing is the opportunity for companies to adapt to users’ interests and offer them personalized content for each shopping experience. If you want to increase your brand positioning and get more potential customers, it is time to implement this new methodology.
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