Marketers who use programs powered by third-party data will have a much bigger challenge adapting to Google’s changes. However, those B2B marketers with marketing plans that don’t rely heavily on that type of data shouldn’t panic.
Whatever strategies you’ve employed for B2B marketing, some approaches will help you continue to thrive, even in a more cookie-less environment.
#1 – Build Long-Term Relationships using First-Party and Zero-Party Data
You can still gather user information with first-party cookies on your own site. If you weren’t relying on this approach seriously before, now is the time to change your focus to what you can glean from the data that you collect from visitors browsing your website.
Additionally, you can use zero-party data. This is the information that customers intentionally share with your website. It may include their personal details, interests, preferences, purchasing intentions, and more. Essentially, it’s data that you wouldn’t know unless users chose to share it with you. Of course, the more information users provide, the more personalized you can make their experiences with your brand.
With first- and zero-party approaches, which include any forms of marketing that are based on voluntary, consensual customer data, you can increase campaign and content relevance, create more meaningful customer engagement, reduce opt-out, and increase revenue.
#2 – Develop Content Marketing Experiences
Your content is a great opportunity to create strong, engaging experiences for your site visitors. Channels such as email, blog posts, social media posts, and events allow you to inform, educate, and enable your customers to make more sound decisions, and it helps create deeper brand preferences even if salespeople aren’t yet involved.
Whatever type of business, if customers see consistently high-quality content, it’s more likely that they will offer more information about themselves and allow the brand to send them additional material.
#3 – Make Advertising Contextual
Contextual advertising is a form of targeted advertising that uses the keywords and content on the webpage to determine ad placement instead of tracking user behavior. For example, if a visitor is on a page with an article about makeup tips, you could dynamically place an ad for cosmetics or hair products. The ads are displayed based on where the user is currently, rather than focusing on where they have been previously.
Using contextual advertising allows you to personalize ads without infringing on user privacy.
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