Starting a business is never easy, but growing one does get easier once you get the hang of it. One way of growing your business can be with the help of another business—ranging from a supplier of goods to a digital firm that helps promote your services. This partnership is called “B2B” or Business-to-Business.
Marketing is a great way to grow and expand your business as your marketing strategy affects your business as a whole. The marketing strategies you used the past few years may not be as effective this year, so it’s important to learn to adapt and know which B2B marketing strategies you should use for this year.
But before beginning to market your business, you must be clear that you aim to target a business with all the decision-makers involved and not just a single consumer. It’s not ideal to use your marketing approach in B2C or business-to-customer as you’re not only trying to sell your products and services to a specific customer, but rather a whole organization.
That said, read on to know the top B2B marketing strategies you should use this 2020.
1. Do Your Research
Doing research on your target market helps you create a foundation for your campaign. Try to find out what their company needs and how your business can work to achieve their goals. This can help you understand what your selling points are and where you stand against competitors.
If you study your clients, your knowledge about them can help you serve them better. You will know which of your services could prove to be beneficial for them. Keep in mind that research is not a one-time thing. Stay up-to-date with the market as you could risk getting left behind.
2. Make An Efficient Website
If a business is looking for products or services that you offer, chances are, they will do their research and may find your website in the process. Your website can make or break you, as it serves as your company’s face. So, it goes without saying that your website should be as informative and engaging as possible to keep the interest of future clients.
Clients often base your credibility on your website, so you should consider a few factors when creating one. Here are a few tips:
- The layout should be simple and easy to navigate through.
- Color schemes must be pleasant to the eyes. You can also choose colors that represent your company.
- Content must be informational, think of it as a glimpse of the services you offer or about your company that makes them want to know more.
- Decent website speed is also advisable. No person in business would spend a lot of time waiting for a website to load
- When in doubt, it’s a good idea to hire a competent web developer for your business website.
3. Give Emphasis To Adding Value
Whenever you try to sell something to a business, the common question is, “What will I get from this?” Usually, some products don’t trigger the same questions as flour turning into bread or a cake; a vacant lot can become an apartment building or a hotel—but a digital firm? What can a digital firm offer to their business?
We live in modern times, and this 2020, digital marketing is the way to go. It’s important that you let your clients know not only what you can do, but also how these services can add value to their business. Let them know your purpose and what your goals are, both for your company and theirs.
A good way to show them is by conducting case studies. This can be a great example to assure them while also letting them know that you understand their hesitations. Through case studies, they can see a comparison of the “before and after” stages when they use your services.
You may also interview your previous clients and use their review as testimonials for your website. This gives a future client an idea of what type of businesses you have worked with and what they can expect.
4. Expand Your Branding
Your business may already have its own website, but it may also be a good idea to spread out to other websites to grow your audience. This can come in the form of guest posting, guest blogging, speaking in online webinars, and even going on social media. Doing so helps you create relationships with other businesses, which can be beneficial for your future transactions.
The more you put yourself out there, the more people will get to know you and your business. So, don’t just rely solely on your website. Try to enhance your reach on social platforms as well!
5. Use Account-Based Marketing
Marketing your company as a “one size fits all” isn’t going to attract clients anytime soon. You have to determine your target market or niche and then build your proposals accordingly to convince them. There are many B2B marketing agencies, so going for a generic marketing scheme won’t set you apart from the others.
Make it a point to show your prospects that you’re the best company for the job. Becoming too specific may give you smaller traffic; however, this could also lead to a bigger conversion. You may not get a wider audience, but doing this brings you closer to the right people who might actually avail of your services.
6. Utilize Email Marketing
Emails have always been the most consistent form of business communication. It’s also a common practice for marketing, but you must know how to use it properly.
Apart from the content, the subject line must be well-written. Business owners get tons of proposals from different companies on a daily basis, so your subject line should be able to catch their attention.
7. Enhance Employee Involvement
Another good way to spread your company out is with the help of your employees. You never know how big their network of connections is, so encourage them to make their own content to attract potential clients. Of course, you also have to make sure that they produce high-quality content.
Don’t force your employees to make them, though. Ask for volunteers to create content for your company. You may even offer rewards to motivate your employees to make more and see the results.
8. Make Use Of Traditional Marketing
Although going digital is the trend these days, some traditional marketing techniques have been a consistent and effective way of marketing businesses. Word-of-mouth has always been there and is especially a great B2B marketing strategy. Conversational sales also help market your business since your prospect is talking to an actual human who helps address their concerns in real-time.
You may also opt to market your business through newspapers, flyers, magazines, TV, but do keep in mind what your target market is and what medium would be best to get their attention. Paid marketing can be costly, so be sure to choose wisely.
As with everything else, B2B marketing strategies are evolving. It is important to keep up with the trends in order to stay relevant and to attract your preferred target market. Now that you know these approaches, it’s best to put them to practice. There are many ways to improve your marketing strategies, but what’s essential is that you plan, prepare, and execute them for it to be effective.