It’s clear that, regardless of the industry, the focus of B2B online marketing varies considerably. This suggests differentiated B2B online strategies that depend on the focus and the goal pursued.
The pharmaceutical industry as an example of successful B2B social media marketing. The pharmaceutical industry, with BASF and HEXAL, has a very broad B2B online presence. However, strategic differences are evident here as well. For BASF, SEO and B2B social media marketing are equally important. However, the center of the strategy is the website, which combines all channels. HEXAL, in contrast, focuses on search engine optimization (SEO).
It becomes clear that the focus also depends on brand awareness Exclusive: Most online
B2B companies such as HEXAL, Vaillant, and Hansgrohe venezuela phone number library primarily want to be found online for company-relevant terms. Krones, John Deere, and BASF are the top B2B companies on social media. The latter, in particular, have a high brand awareness, and their social media channels are used to cultivate their image or for HR purposes.
Centralized focus or differentiated B2B online strategy?
BASF also leads the way in terms of its website. This is hardly surprising, given that global traffic was also taken into account. B2B companies that operate globally and serve a wide range of industries have a high number of traffic volumes.
But here, too, the why not use social media? strategy matters: If B2B online marketing is centrally organized, there is usually only one website (via a main domain) with multiple languages. This results in far fewer individual pages. BASF, on the other hand, has country domains and therefore a much more complex page structure, albeit with a uniform design.
Conclusion: Even B2B companies outside the software and IT industry recognize B2B online marketing as a key to success. For most companies, social media and SEO still have room for improvement. However, the absolit® study unfortunately doesn’t reveal the extent to which the companies surveyed have already planned to do so. The essential connection between online activity and strategy is left out. A precisely developed B2B online strategy is the foundation for a successful web presence.