The marketing strategies for the business-to-business (b2b) market are different from those used in other markets because of its specific needs and customer base.
While it is not a simple task to make businesses understand your product, you can take advantage of certain aspects that will make them want to purchase it.
You just need to know what these aspects are and how they should be presented. This article will show you some tips on this matter so that you can get started right away.
1. SEO and SEM
The first step when trying to convince businesses that you have something they may need is to get them on your website. This will increase the number of people you can reach with your products or services.
It is, however, important to understand that these people are not just anyone. They are business people who want to find out more about your company before committing themselves to any purchase.
Hence, it is preferable for them not only to go through the pages of your website but also for them to be able to share what they found attractive. You need search engine optimization (SEO) and search engine marketing (SEM).
Search engine optimization helps in making sure that you get ranked high in all major search engines when someone searches for certain keywords related to what you offer. SEM on the other hand is a type of online marketing strategy that gets results by using different methods to promote your business, including pay-per-click advertising.
The combination of SEM and SEO for small businesses is very important because you are not necessarily working with consumers who know what they want to purchase, like in the consumer market.
Instead, you are trying to convince businesses (most of them small or medium-sized) about your product by showing them how it can help them grow their company.
2. Email marketing
Email marketing is a must if you want your business to thrive on the internet because it works! It has been shown through statistics that most marketers focus on SEO and/or SEM as their main marketing strategy, but they tend to ignore the value of email marketing.
According to a survey done by Constant Contact, one of the largest providers of email marketing services, “80% of those surveyed have been using email marketing for more than five years”.
This shows that businesses recognize its benefits and still find it effective even if there are other modern tactics used in online marketing today. People who work on the b2b market will agree with this because they use it to stay connected with each other.
Indeed, some people do not check their emails every day, but you can make sure that your emails reach them by following these tips:
* Have an interesting subject line
* Include a clear call to action
* Make sure your content is relevant and concise
These will encourage those who receive your emails to open them. Once they do, you can use this opportunity to promote what you have and generate sales.
3. Social media marketing
Social media marketing (SMM) can reach a lot of people, including those who are not yet on the internet but soon will be when they find out how useful it can be for business purposes.
The effects of SMM only take some time to show since, unlike SEO and SEM, it cannot make direct sales immediately after implementation; however, it’s still recommended for most businesses because of its long-term potential in terms of generating leads.
B2B marketers should also consider other social media marketing tactics such as:
Reputation Management – You should always keep in mind that these people will be sharing their experiences about your company. If you do not handle this properly, it can easily damage your business’s reputation by making them think that you are unprofessional and unreliable.
Online PR/outreach – This is similar to gaining links for SEO purposes except that here the links come from press releases instead of websites with good authority. These links help in getting your content indexed faster by search engines which then helps in generating more leads.
4. Content marketing
There are many benefits when using content marketing to promote products or services on the b2b market. For one thing, most businesses already have a blog or website so the only thing they need to do is apply this strategy.
Another good reason for B2B marketers to use content marketing is because of its flexibility since you can spread your ideas across different formats such as:
Blogs – A blog is a type of website that many businesses and individuals choose to create on their own. It allows business owners and marketers to talk about the things they find relevant, including what they offer. This helps in getting traffic from search engines which then turns into sales.
It also works best if you have a separate person who writes new posts regularly for your site.
Podcasts – Like video blogging, podcasts are audio files usually created with a help of tools like Audacity. They provide b2b marketers with another way of delivering content to their target audience.
Ebooks/ whitepapers – These are documents that offer useful information related to your business domain. They usually contain industry-related tips and ideas on how you can be more effective in your field or simply share stories about what you do for clients or prospects.
Webinars are great for b2b marketers because they are live presentations over the internet which means they attract a lot of people, especially those who work remotely in different places around the globe.
It is also one of the most important strategies for generating leads within the B2B sector because you can invite many people to attend, including your target market, potential prospects, current clients, and press.
In addition to targeting your potential audience, you should also make sure that the webinars you use provide quality information about your products or services. That way, people will keep coming back for more information in case they need it within a certain period before making a purchase decision.
6. Lead generation through events/ tradeshows
Events and tradeshows are good ways to generate leads since most visitors typically expect offers and tips on what companies can do for them and how these businesses can solve their issues.
Thus, taking advantage of such opportunities is one way to get sales since almost everyone who attends such events have already expressed interest in purchasing something related to the industry where the conference is held.
7. Digital PR/ Online PR
Digital or online PR is gaining attention as one of the leading marketing strategies for b2b businesses.
Web and software developers, along with other high-tech companies, can create press releases that help in getting more traffic to their sites since these attract a lot of people, and search engines normally rank them higher than other types of websites.
With this strategy, you should also focus on creating quality content that adds value to your target market instead of simply promoting your business or products.
8. B2B content marketing tools
There are now many content marketing tools available today which you can use for various purposes such as:
Creating compelling titles – Tools like CoSchedule will help you come up with intriguing headlines that compel readers to click. They should also provide an idea or two about what your posts are all about so that people will have an easier time deciding whether they would read them or not.
Getting inspiration – Once you have come up with a topic, you can use tools like BuzzSumo and SocialCrawlytics to find content similar to the one you plan to write about.
There’s even a feature in most tools that allows you to search for specific kinds of data such as blog post titles related to your niche, number of clicks and shares, best-performing social media channels and websites, etc.
Creating compelling subtitles – Some topics need more than just one headline because there may be several aspects that don’t fit into just one title. That’s why you need to create subtitles that will give readers more information about your post without making them wait for too long.
This is where tools like CTitle can also help since it provides an interesting statistic related to the topic of your content which authors can use as a subtitle.
Revising content – You should always make sure that your posts are free from mistakes. There are several tools like Grammarly and Ginger that provide spell checks, check grammar, and identify plagiarism so you never have to worry about inconsistencies in your blog posts again.
The B2B marketing industry has evolved over the years with new strategies introduced almost now and then. With this article, we hope you would take advantage of the information we have provided and integrate it into your marketing plan.
With all of these different marketing strategies for b2b businesses, you should be able to find the right one that works best for your business.
Whether you need help with event planning or digital PR, we’re here and happy to advise on what will work best in terms of strategy and execution.
We’ve also included a list of tools that can make various aspects of content creation easier so you never have to worry about mistakes again! Which is your favorite B2B marketing strategy?
Jacob is a Digital Marketing fanatic. He loves to learn and implement new techniques to highlight the best practices in search engine optimization and Facebook Ads.
He is always seeking knowledge and opportunities so he can share his acquired wisdom with the world.
He started working at a small marketing firm early in his career and learned how to create social media and email marketing campaigns. From there, he moved on to work at a more prominent digital marketing agency, where he learned about SEO, PPC, and CRO.
He loves to study and research different SEO and CRO strategies so he can apply them in his work. He firmly believes that the people and clients he's worked with have influenced his skill growth, and he loves to help others improve their skills.
He's very driven and continually seeks ways to solve problems, create new innovative ideas, and increase his knowledge. Jacob always ensures that his work is done professionally and accurately. In his free time, he loves to go for long runs, listen to music, and spend time with his family.
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