An effective marketing strategy is essential for every business but many campaigns and activities are geared towards consumers. For B2B companies, however, it’s important to recognise the varying needs of your target audience when marketing your products and services. By doing so, you can generate enhanced results from your marketing activities and increase the return on your marketing spend.
To start creating or optimising your new strategy, take a look at the only B2B marketing tips you need to know:
Understand the Customer Journey
The B2B customer journey is fast-based and results-driven, whereas consumers tend to be swayed more by emotion. In most instances, a B2B customer journey can be broken down into three distinct parts: awareness, consideration and decision. If you want to improve your marketing, it’s vital to understand the customer journey in the context of your own target audience.
After all, if you don’t understand the needs and wants of your target audience, you can’t hope to fulfil them. By conducting in-depth market research, you can get a better understanding of the touchpoints and decision-making that your customers experience throughout their journey and use this data to create your best marketing strategy yet.
Use Buyer Personas
A buyer persona reflects a segment of your target audience and should be used when developing marketing strategies and campaigns. Of course, most products, services and businesses will have more than one generic audience but breaking them down into separate personas allows you to differentiate between their needs and pain points.
Based on this, you can launch varying campaigns to segments of your target audience. With an increased focus on each buyer persona, your marketing content and campaigns will be more relevant to the audience they’re aimed at. As a result, they will be more impactful and more effective, thus generating optimal results.
Launch an Impressive Website
B2B customers will typically engage with a supplier, vendor or partner multiple times before working with them. If a customer is going to sign a long-term contract or invest heavily by purchasing your products, for example, they will undoubtedly visit your website on numerous occasions.
If you want to convert B2B customers, it’s essential to have an impressive, functional website that offers a great user experience (UX). When you make your site visually pleasing, easy to navigate and ensure it’s full of useful information, you’re showcasing your brand and propelling your prospect through the sales funnel.
Combine Online and Offline Marketing
While much of today’s marketing is done online, offline marketing is still a major source of revenue, particularly for B2B companies. Offline options, such as promotional garments, experiential marketing and hosting events, gives you the chance to engage with your industry peers and maximise brand awareness.
If you want to launch a series of offline marketing campaigns and activities, it’s well worth investing in your own equipment too. With an industrial embroidery machine, for example, you can create your own promotional items to maximise the impact of any offline marketing events. As well as reducing costs, this in-house approach enables you to create campaigns swiftly, capitalise on topical issues and fast-track results.
Become a Thought Leader
Establishing your brand as an industry leader helps to differentiate your business from competitors and makes you the first port of call for prospects who are actively looking for related products and services. To achieve this status, however, you’ll need to ensure that your brand becomes recognised as a thought leader.
This involves delivering innovative ideas, ground-breaking products and services and pioneering opinions. While your product and service line can contribute to your status as a thought leader, be sure to incorporate this into your marketing strategy too. With insightful Op-Ed pieces, informative Q&As, guest placements on podcasts and long-form blog posts, you can offer genuine value to your target audience and confirm your company’s status as an industry and thought leader.
- Share Positive Feedback
B2C companies frequently capitalise on the reviews and ratings they receive from customers, and this is something that B2B organisations can benefit from too. Asking existing clients or customers for feedback provides you with useful information that can be used to enhance your operations, but it also gives you the chance to use positive feedback to convert more customers.
While B2B review sites are now more commonplace, you can expect them to become increasingly popular in the upcoming months. By registering your company, products or services on reputable and relevant sites now, you can extend your online presence and begin garnering positive reviews and rankings from the get-go.
Continually Optimise Campaigns
Many companies wait until a campaign has been completed before analysing the data that they have collected. However, this approach limits your ability to generate better results, which should be obvious, but so many people seem to miss this point!
By continually analysing data while the campaign is ongoing, you can make real-time modifications to enhance results. Essentially, a data-driven approach enables you to consistently improve the performance of your campaigns.
Whether you extend the reach of your content by incorporating more channels, tweak the format of events for optimal success or add extra content to landing pages, following the data and making appropriate changes can transform the impact of your marketing activities.
Marketing a B2B Brand, Product or Service
Marketing is a major aspect of any business, and a successful strategy can require input from a variety of professionals. You may need a strategist to develop ideas, a copywriter to create engaging content, a graphic artist to design imagery and a data analyst to generate verifiable insights, for example.
While enterprise-level businesses may have in-house marketing departments, this is something that every B2B business necessarily needs. By working with freelancers and B2B marketing service providers, for example, you can supplement the skills you have in-house to optimise your company’s approach to marketing.
Furthermore, using your sales teams to inform your marketing decisions enables you to leverage the insight and knowledge that you have available to create campaigns that are value-driven, cost-effective and successful.