In 2013, B2B social media marketing and B2B search engine marketing also gained importance in the less online-oriented B2B sectors. Get exclusive insights into the upcoming study “B2B Online 2013” by absolit.
The study examined the 45 most
Online-active B2B companies in bc data europe Germany. The study looked at website (worldwide traffic, reputation, structure), social media and web activity as well as B2B search engine marketing.
It is clear that the focus of B2B online marketing varies greatly from industry to industry. This suggests that B2B online strategies are differentiated, depending on the focus and the goal being pursued.
The pharmaceutical industry as an example of successful B2B social media marketing. The pharmaceutical industry, with BASF and HEXAL, has set up its B2B online activities very broadly. But here too, differences are apparent for strategic active B2B companies reasons. SEO and B2B social media marketing are equally movement in the world of b2b social media marketing important for BASF. The center of the strategy, however, is the website, which bundles all channels. HEXAL, on the other hand, focuses on search engine optimization (SEO).
It becomes clear that the orientation also
Depends on the level of awareness. B2B companies such as HEXAL, Vaillant and Hansgrohe primarily want to be found online for company-relevant terms. Krones, John Deere and BASF are the top B2B companies on the social web. The latter active B2B companies in particular have a high level of awareness and the social media channels are used to cultivate their image or for HR purposes.
Central focus or differentiated B2B online strategy? BASF is also ahead in terms of its website. This is not surprising, as global access was also included here. B2B companies that operate worldwide and supply a wide range of industries have a large number of accesses.
But here too, it all depends on the strategy: If B2B online marketing is centrally oriented, there is usually only one website (via a main domain) with different languages. This results in far fewer individual pages. BASF, on the other hand, has country domains and therefore a far more complex page structure, but with a uniform design.
Conclusion: B2B companies outside the software
IT industry are also aware of B2B online marketing as a key to success. For most companies, the areas of social media and SEO still have room for improvement. Unfortunately, the absolit® study does not reveal to what extent the companies italy numbers examined have already planned to do this. The essential connection between online activity and strategy is left out. A precisely developed B2B online strategy is the basis for a successful web presence.
Download: The study “B2B Online 2013 – The most online-active B2B companies in Germany” can be ordered at www.absolit.de/b2b-studie.htm .