As a B2B business, marketing your brand can be somewhat tricky. After all, the very people you’re trying to reach employ many of the same tactics as you do. They understand marketing strategy and, as a result, are more resistant to it. Business clients also have different needs than typical consumers. They aren’t buying on impulse and they aren’t buying for personal gratification. They are buying for the benefit of their business and they are trying to fill specific needs.
Your B2B marketing strategy has to accommodate these differences if it is to succeed. By including the following key components in your strategy, you stand a much better chance of getting through to your intended targets.
Content marketing is just as important for B2B brands as it is for B2C companies. In fact, it’s one of the best ways to improve your search engine optimization and help raise your search visibility. With the right content marketing strategy, you can sail to the top of the search results, get more exposure for your business, and increase your conversions.
When you’re creating content for other businesses, you should strive to make it as useful and authoritative as possible. Your clients will already be familiar with your topic, so the challenge is to write content that goes beyond what they know, digging deeper into the topic and providing more extensive information or more thorough analysis.
You also need to provide practical solutions that your readers can use. They don’t just want to know about theory – they want to know how they can implement your suggestions to benefit their business. Obviously, the more useful your content is, the more readers you will attract and retain.
Email marketing is one of the best ways to develop and nurture leads for your B2B business. As with content marketing, email marketing should focus on providing solutions for your clients.
A simple sales email won’t be enough to get results. Even if the purpose of your email is to sell a new product or service, you should frame it with useful information for the client. For example, if you’re selling new finance software, you can write a post about small business taxes and casually mention how your software makes them easier to manage.
If you’re going to be sending out large mailshots, you should use software that allows you to customize your emails with information such as names and locations.
Many B2B brands overlook or reject social media in their overall marketing plan. However, this is a mistake. Businesses of all types already have an established presence on social media, and your B2B brand can reach out to them there. Increasingly, businesses are recognizing the importance of nurturing relationships through social media. You’ll find that your potential clients are becoming more receptive to social media marketing efforts directed at them.
Businesses are also looking online for information about suppliers and business partners. By establishing a strong social media presence, you introduce your brand to more potential clients and give them the information they need to start making a decision about working with your company.
Advertising is an effective way to get exposure for your brand and reach more clients. Not just any clients, but the clients you want. You can target them through sidebar ads, banner ads, text links, sponsored posts, sponsored reviews, search feeds, and more.
Your advertising options aren’t limited to websites. Mobile users are growing significantly and mobile advertising now plays a greater role in many business’ marketing strategies. You can still use all the same advertising methods to reach mobile users, with the added advantage of being able to advertise your services via specially designed apps.
Whichever advertising platform you choose, make sure you choose sites and apps that are related to your business or the products or services you offer. This will not only help you reach your target customer, but will also improve the visibility of your ads.
More and more businesses are conducting research about the brands they want to work with online. By the time you reach out to a business with a cold call or sales pitch, the chances are they will have already compiled information about potential suppliers. But get enough brand exposure from your B2B marketing strategy, and your company will be the only one they want to call.