Successful B2B Marketing Trends and Techniques That Have Worked Well in the Edutainment Space

Effective marketing is very difficult to achieve. Marketers have to juggle creative requests, channel decisions, and budget limitations when creating their marketing strategy. That said, marketing to businesses is very different from marketing to individual customers, especially in the area of ​​edutainment.

Additionally, B2B marketing trends and techniques are constantly evolving to better reflect market behavior and the industry landscape as a whole. Over the past two years, businesses and brands have had to revisit popular B2B marketing practices to keep up with the dramatic changes in the global economy caused by the pandemic. Now, they are significantly leaning on emerging trends in the B2B space to take the next step. Some of them include –

Marketing events

The event marketing strategy sees companies hold certain events where the audience can interact with their brand. Sponsoring, hosting and attending events – in person or online – build brand exposure and generate qualified leads. Successful B2B events can take many forms, including classes, workshops, parties, networking events, exhibitions, professional conferences and webinars on topics of interest to your target B2B consumers, where you can introduce them to your products and services and even learn new information. .

Experiential Marketing

Audiences are now looking for authentic experiences with brands and businesses. They like to buy from brands that share the same values, philosophies and vision as them. In fact, they’re also willing to pay more for a deeper connection with brands and businesses. Which means brands and businesses, in turn, need to shift their strategy from informing to delighting their audience with immersive storytelling. And that’s where experiential marketing comes in. Experiential marketing plays a huge role in creating innovative and memorable consumer experiences to create deep emotional connections between B2B consumers and brands.

Also called engagement marketing, experiential marketing is a process of immersing and engaging audiences in unique experiences. Although similar to event marketing, experiential marketing sees brands and businesses create positive experiences that go beyond hosting events and have a lasting impact on the minds of the audience that attends them. Additionally, 76% of B2B marketers agree that experiential and event marketing builds brand awareness.

Brand building

Your brand voice is a crucial part of connecting with B2B consumers, personalizing their experience with the products and services you offer, and boosting their trust in your business solutions. Over the past few years, edutainment brands have used brand voice to craft every email, web copy, video script, social media caption, long-form piece of content, and more that worked well with their target audience.

Social Media Marketing

To attract B2B customers on social networks, edutainment brands have adopted specific and crucial practices for a business-oriented audience. These practices include – leveraging the power of videos (for industry highlights, product demos, tutorials, stories about us, and business building strategies), tailoring posts to each platform, livestream and partner with micro-influencers in its niche in order to access their targeted and loyal followers.

Develop content to generate positive customer response

Content marketing is also an effective technique that has worked well in the edutainment space to reach B2B audiences and they can take any form like podcasts, AI powered content, powered content by virtual reality and augmented reality, etc. Targeted content (such as educational content on important industry trending topics, videos explaining how your products/services can help B2B consumers, and consumer testimonials) can help build trust with decision makers, increase brand awareness and to lay the groundwork for marketing efforts on other channels.

Paid Advertising

A brand simply cannot count on attracting the attention of target customers when millions of other brands are competing at the same time. This is where paid advertising comes in. It helps increase conversions and engagements, build awareness, increase sales and lead generation and also ensures that your content reaches the most targeted people. possible. When this technique is combined with other marketing tactics such as social media and B2B PR, your brand can rise to the forefront of your industry.

Marketing is only effective if you keep your audience in mind. If your buyer persona is not properly targeted, promotions and advertisements will go to waste. To survive as a marketer in the industry, it is essential that you stay on top of trends and develop marketing strategies that answer objections and are simple and authentic.

– Articles by Tarandeep Singh Sekhon, Marketing Director of KidZania India

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