It is not easy to keep a business ‘alive and active’ in an ever-changing, technology-oriented, heavily competitive, global environment. Therefore, you would do well to adopt some noteworthy business-to-business marketing (B2B) strategies that should help you enhance your sales.
Note that these strategies do not aim to improve relationships with individual customers/households. Instead, they aim to bring better bonding between one business and another. In other words, the target of smaller establishments is other organizations, preferably bigger ones.
Now, when a business strives to market to other businesses, a team is involved in making decisions related to purchasing. This is because the pricing on services/products is much higher in comparison to that taking place between a business and individual customer. Therefore, as a businessperson, you will have to work out your B2B marketing strategies with great care. The tips outlined below should prove handy for healthy progress of your business.
Marketing the ‘Inbound’ Way
It is a favorite strategy of digital marketers, wherein they think up diverse ways to lure customers, convert visits into sales, close deals and continue to delight clients. In other words, when you go in for inbound marketing in a big way, you are letting potential customers think that you are already aware of their needs and challenges, and would like to provide readymade solutions.
The idea is to disseminate information in an innovative and relevant way. Establishments strive to use attractive language and knowledge related to the needs of prospects in the official blogs that they display on their official websites. Furthermore, the matter focuses on the target audience, that is, people who are most likely to be interested in the value that your products/services offer to them. Thus, your brand acquires the desired credibility, visibility and desirability. Over time, your sales graph should improve.
Over time, you may tailor your content to match the needs and wants of your leads. It may take the form of podcasts, infographics, webinars, customized blogs, videos, web pages, e-books and white papers. You may even invite guests to contribute their views and experience in the form of guest blogs.
Popularity on Social Media
You may register with highly popular social networking sites like Twitter, Facebook, YouTube, Linked and Instagram, in order to increase your visibility. Then again, ensure that the images, content and videos that you share acquire popularity with search engines too. It is important to keep everything SEO, as much as possible. Search engine optimization ensures that your prospects approach you with prior knowledge about what you desire to sell. Additionally, it caters to ever kind of business, regardless of whether it is large or small.
You do not have to spend much for generating leads while being active on social media. You will also be able to figure out the metrics that will grant you an insight into the existing scenario at the marketplace. Since you are the ‘human’ brand representing your organization, it should prove easy for conversions. Thus, keep busy answering questions, making queries, tweeting, etc. Make your presence felt!
Bringing Employees into the Picture
There must be members of your workforce, who are more than willing to do their bit in promoting your business. Well, find these dedicated individuals, and form a team for employee marketing. They are your brand ambassadors, who will not hesitate to engage in business talk about your establishment. After all, they are as keen to fulfill organizational goals as you are.
You may rest assured that family members, extended family members, acquaintances, friends and colleagues, who are businesspersons themselves, will become acquainted with your products/services very soon. These employees will even be ready to share information on blogs, forums and social networking sites. However, take care to provide guidance regarding company policies, such that nothing goes out of control.
This strategy has been growing in popularity in recent years, since it complements both, inbound and outbound marketing methods. In this case, you must be able to identify specific establishments or particular individuals connected to them.
Then, forward personalized content or messages to the target, wherein you hint that you would like to do business with them. Towards this end, you may take recourse to advertising platforms on the Internet, or advise your sales team to begin building relationships.
We live in a mobile-crazy world! This walking computer fits into the palm of the hand, and therefore, people carry it around wherever they go! In fact, people seek customized solutions on the go, since the majority of businesses launch responsive sites. Search engines like Google also demand that mobile-optimized sites be in place.
Additionally, market research has become an integral part of the world of business and trade. Therefore, surveys also help in generating leads. The only thing you will have to do is to ensure that your mobile apps and sites are user friendly, and approachable on all devices.
Miscellaneous B2B Marketing Methods
A few other methods might come in handy as B2B marketing strategies.
In this kind of a scenario, you must aim for a dialogue with your leads. You may do this face-to-face, over a phone, via email, or personal chat. However, you must be more of a listener, rather than a talker. Let the potential customer air his/her viewpoints, needs, etc, freely. It will help the client to feel that you are flexible and open to feedback. Do not forget to insert targeted messaging in a very subtle and intelligent manner. Convey the impression that you are open to business any time, if not now, then later.
This has always been a traditional strategy, which is still highly utilized across the globe. Here, the establishment targets a wide and largely unknown audience through print media, radio, television, cold calls and cold emailing. The snag is that it is an expensive procedure, and people do get tired of repeated bombardment!
Trade-shows, Webinars and Referral Programs
Tradeshows are not open for the public. Only industries may step in, for identifying potential partners, prospects, existing market trends, existing competition, and so on. They are great for building partnerships and relationships. Then again, it becomes possible for small, moderate and large businesses to mingle on a common platform and exchange relevant information.
Thanks to the advent of the virtual world, it is possible to conduct webinars, wherein you may have sharing of information or training sessions. The participants are welcome to position their respective companies as experts in specific niches. If you succeed in presenting yourself as a mine of information and a credible professional, you will definitely generate good business in the future.
Referral programs are helpful too. When satisfied customers recommend your services/products to others, they indicate ‘brand loyalty’. Furthermore, your brand receives a bigger stamp of authenticity and credibility than before.
Finally, there is retargeting, wherein you go n for cookie-based technology, in order to take note of first-time visitors to your official website. As a result, whenever these Internet browsers go in for future interactions or web searches, they confront targeted advertisements related to your business. You never know, but this just might do the trick and enhance their interest in your products/services!