If your product or service is tailored to sell to other businesses, you need to look to find the best B2B marketing strategies. These strategies will be relevant to businesses such as SaaS, manufacturing or distribution. Marketing to businesses will be different from consumers as the consideration is focused around what your product or service can do to improve their revenue. What returns can your product or service drive?
Thus, when interacting with B2B, you will be speaking to key decision makers. You must appeal to a larger group rather than one person. Further, the time it takes to convert them will be longer. Therefore, you must be direct and open in the way you approach them. You can improve your approach by ensuring that you establish a strong relationship and help them during the purchase process.
B2B Marketing Strategies
1. Have a website that is clear and easy to navigate
Make sure your website is easy to navigate. Avoid subtle design elements such as font colour and image placement. You need to make it easy for visitors to come across what they’re looking for, even if they have a quick look at the page. Check that your homepage is clear, easy to understand and compelling enough to get people clicking through into further information. Make sure your contact details are clear and easily accessible too. No one will want to find you if getting in touch is too hard.
2. Make your website SEO friendly
A business website is a permanent home for your content. If it is built correctly, it should support your search engine optimisation efforts by using SEO friendly menus, keywords within the pages as well as tags, files and thumbnails which all helps to improve the way your site appears in the search engine results pages (SERP). An optimised SEO should ensure that you are appearing at the top of search results for certain keywords and phrases.
3. Start digital advertising
If you are just starting out, then spending some time learning about search engine marketing (SEM). It is a good way of getting your business in front of the right people. Setting up pay per click advertising (PPC) campaigns on reliable networks can help you get instant exposure. This exposure may be for a specific service or product on Google and Facebook. SEM does not require a big budget in the beginning and provide you with valuable insights into what your target audience wants.
4. Have a strong online presence
Having a strong social media presence can be a big factor when trying to get traffic. One valuable social media application is Linkedin. It can allow you to rank higher in LinkedIn search and get in front of more connections. Linkedin can drive a lot of organic growth if used correctly by directly reaching your connections and talking to them on regular basis. Social media is all about interaction, audience building and engagement. Therefore, replacing your website’s blog with just a Facebook page without any accompanying posts is not going to cut it!
5. Create relevant content
Content marketing, attracts new customers by providing industry related information in a way that makes you seem both trustworthy. Examples of blogs which have relevant content to their audience include Triggr and Vainu. B2B content marketing will take longer to produce results than SEO. It is a long term play. However, once it does pay off in spades!
6. Use different marketing platforms
When choosing a marketing channel to leverage, it is important to avoid using a “one size fits all” method. You may never know what is going to work for your audience, so be open to testing other approaches. A good example of email marketing being used in the b2b space is an integrated approach between content and content marketing. This aims to create an educational experience for prospects as they move through the buying cycle. The multi-dimensional integration of email with social media can further personalize information by telling a customer’s story based on preferences and actions instead of basic demographics.