In business, marketing is essential, but a lot of the strategies and tools developed for B2C companies aren’t going to translate well. If your marketing strategy is ineffective, your business cannot scale, regardless of the quality of your products and services. And, despite extensive marketing efforts, what B2B leaders fail to recognize, at times, is that they need to adopt specific B2B marketing strategies.
When a B2C advertises their products, they’re targeting the end consumer, who can decide on the spot and purchase. With B2B sales, the process is quite different and more complex. This is not to say that it is difficult, but it should reflect the needs of B2B marketing.
Here are some of the ways B2B and B2C marketing differ:
- Unlike B2C customers, for each B2B clients, the return on investment (ROI) is a more important factor
- Since B2B marketing addresses revenue implications, it is more informational and direct
- B2B purchase decisions are made by groups as opposed to individuals
Marketing campaigns for B2B companies tend to be more expensive
B2B marketing is not about what the client wants but what will give them the most value. Before making a purchase, 77% of B2B clients perform an extensive ROI analysis. Therefore, make sure you always communicate value with B2B marketing.
With the right strategies, it’s easy to scale your B2B company. Read on to learn B2B marketing strategies to fuel your growth.
1. Create & Share Content
Are you aware that 61% of B2B transactions begin online? As such, the internet is an invaluable resource for B2B marketers. Being able to capitalize on this resource is not just about having an online presence but being visible. In this regard, content is the bread and butter of digital marketing. With tons of content available, people’s attention spans are shortening. Therefore, to capture the attention of B2B clients, your content must be informative and engaging.
There are numerous content options available for use, and each offers unique benefits. They include blog posts, podcasts, videos, and infographics. The best approach is using a mix of different types of content and marketing them beyond your brand’s channels through guest posting and paid ads.
As you develop your content strategy, ensure that it is aligned to your brand’s objectives. In general, it should be geared towards:
- Lead generation– Create content that does not carry a promotional tone but attracts attention to your products and services.
- High-quality blog posts– For your content to increase traffic to your site, it must be value-driven, unique, and SEO-friendly.
- Compelling sales copy– Use paid ads, landing pages, and remarketing banners that compel users to take specific actions such as purchasing.
Think of content as the bait that lures your ideal clients to your website with the promise of solving their problems. Once they are on your platforms, avail more content in the form of how-to guides in exchange for their email addresses and names. This will give you an ideal way to reach them with personalized offers based on their interests.
2. Build Trust with Your Clients
Today, blanket solutions do not attract much attention. This is because each client has unique needs, and needs to know that you can offer solutions that suit them. To do this, you must take the time to analyze each client individually to understand what they need and what motivates them, for your solution to appeal to them.
One of the most effective ways of building trust is through social proof. This will demonstrate your brand’s capacity to deliver and increase the likelihood of clients to convert. Some of the ways you can use to demonstrate social proof include:
- Creating a testimonial page and include testimonials from industry influencers
- Showing metrics on social likes and shares
- Sharing exposure such as media coverage
- Adding a live chat feature on your site
As you gain a better understanding of your clients, invest in customer success. This goes beyond good customer service and into ensuring that your clients draw meaningful value from your products and services. Think of it this way, the more success your clients enjoy, the greater their lifetime value to your company will be.
3. Segment Your Audience
The B2B sales process is complicated and often lengthy, and clients may be at different buying stages. With this in mind, you should ensure that the content a client comes across is suitable for their buying stage. For instance, you may lose a potential client if you bombard them with ads and sales pages if they were only interested in information.
Segment your audience and create suitable content for each group. The idea is to push them further into the buying journey by offering the most relevant content. For eCommerce brands, buyer profiles can include:
- High spenders
- Coupon lovers
- Thrifty shoppers
- Cart abandoners
- Registered browsers (leads)
- Indecisive shoppers
- Special segments (Grouped by location)
- Idle shoppers
- Trendy customers
- Loyal customers
- Curious browsers
Today, a blanket approach to marketing is as good as not marketing. This is because each buyer profile has unique purchasing habits. By collecting behavior data for each segment, you will be able to:
- Run personalized retargeting ads
- Personalize landing and product pages
- Offer customers dynamic product recommendations
Make sure each email sent to a lead touches on their pain points and interests. Go a step further and personalize it. Small touches such as their name or incorporating research specific to their brand will help build a connection.
4. Attend and Organize Industry Related Events
For B2B businesses, especially those coming up, attending events is a great way to network and make valuable connections. Some of the best ways to access events include:
- Joining industry and trade associations
- Attending tradeshows
- Social media and industry-specific online platforms
Better yet, why not organize your own and invite industry thought leaders as well as potential clients. This not only allows you to create a good first impression but also positions your company as a major player in the industry. Though this approach may eat up a significant chunk of your marketing budget, the benefits will ultimately justify the cost.
Take Note of New B2B Marketing Trends
In some cases, your business’s success or failure may be dependent on factors outside the company. As such, you must always beware of everything that is going on in your industry. The best way to achieve this is by consistently interacting with other industry layers.
Ascent is a platform dedicated to helping B2B companies scale by conferences and events where executives from the top B2B companies share their insight. Sign up for the next conference today, before all seats are taken.