Marketing with other businesses is far different than marketing to individual customers. That’s why a different marketing method is used for B2B marketing to improve your B2B sales.
With the expectations of customers continuously rising, and the maturing of other marketing technologies, B2B marketing is slowly evolving. To get the most out of it, you have to be updated with the latest B2B marketing strategies.
In this post, we are going to give you a better understanding of B2B marketing, and how you can improve your sales starting next year.
Focus on Adding Value
When it comes to B2B marketing, focus on how you can create value for your clients.
The owners and managers of businesses that you would want to cater to should have a better picture of how your services can improve their day-to-day operations.
Will it allow them to manage team collaboration better? Will it make financial monitoring and record-keeping safe and accurate?
This is where producing the right kind of content comes in.
For B2C marketing campaigns, this could mean producing blog posts or branded content as it is the most memorable (see the graph below).
However, this is not the case for B2B marketing.
Managers, business owners, and other stakeholders are already educated on how to run a business. They also precisely know what their goals are. Giving them one-size-fits-all advice would not do.
Also, when it comes to B2B, going for a broad customer base just would not cut it. Instead, you need to show them how your products and services can add value to real-life situations.
Case studies are a great example. Using it could show your prospects what the situation is before your product or service came along, and how it changed after you came to play.
Apart from that, it can also serve as a valuable resource for your blog posts in the future, explaining how the whole process went.
Moreover, when you are interviewing other business owners, use their positive comments on your testimonials page because it is a great way to promote your products.
Niche it Down
At the end of the day, you should be focused on providing help to a particular business type and during certain situations.
Solve a specific type of issue, and do not be a general problem solver that appears to know everything.
Niching it down allows you to specialize in a particular issue. As more and more people acknowledge you as an expert in your field, this could eventually help you raise your prices.
Adopt this kind of approach in your own B2B strategy. Set a goal, know who your target audience is, and execute your plan.
Niching it down might bring fewer people down in your funnel, but higher quality leads and sales will come out of it, and that is where it matters.
Meanwhile, having a broader approach will probably get you more email addresses, but unless selling to them is your goal, then it should not be a big deal.
Remember that you would rather have fewer people in your funnel that are better quality leads, than random ones that simply fall off along the way.
Your main goal here is to increase your sales, and the rest are only secondary.
Conduct B2B Social Media Marketing
B2B social media marketing is where you can build brand awareness, give your brand an online personality, and humanize it, making it more relatable to your prospects. All of these factors help you create a meaningful connection with your potential clients.
Apart from that, social media is also an active channel wherein you can share your content, enhance your brand expertise, and boost your social media ROI. Although it might not convert as much as with email and content marketing, they are crucial.
Your followers are as important as well because you will never know when they will convert into leads and paying customers.
Use Different Traffic-generating Channels
While social media brings in visitors to your site, when it comes to boosting your B2B sales, email marketing may also lead to increased engagement.
Your focus should not be just on digital channels, either. Industry events, trade shows, networking events, and other outbound initiatives can also be the other factors that might contribute to your success.
It is also vital that you track these marketing initiatives through marketing automation software as well. This is to ensure that you are capitalizing on bringing in leads from various areas.
Use Instagram Advertising
Boasting more than 1 billion active monthly users, there is no denying that Instagram is one great platform to advertise your products and brand. More so if you are reaching out to the millennial market.
However, the platform is more than just brand awareness. Instagram advertising agencies can run IG ads to drive leads and generate sales, as well as give B2B companies a voice and personality.
If you don’t know how to get started, you can check famous brands that run Instagram ads for inspiration.
Be Direct to the Point
A lot of people, business owners especially, do not have a lot of time. Therefore, you must offer them value, and try to keep everything direct and short.
Since most of your B2B prospects simply do not have the time, publishing a 3,000-word blog post simply will not cut it.
Sure, long-form content that contains relevant keywords is great for your organic search traffic. But really, who does have the time to read a 3,000-word blog post twice a week?
A better approach for this is PPC advertising. PPC might be costly, but there is a good reason for that: It is extremely effective.
You will pay for those ads, and they will show up in front of your target clients.
Ideally, you can try to use both blogging and PPC advertising. But if you want to get more leads in a shorter period of time, then PPC advertising is a much better investment.
Understand Your Real Sales Cycle Timeline
B2B sales usually go on longer than B2C sales, so you have to take this into account when planning your B2B marketing campaigns.
If the majority of your leads are about to close, then that means that there is absolutely nothing in the middle of your pipeline. Also, chances are, you are going to have an excellent first month.
However, you cannot go on for months without generating any leads. That’s because you forgot to keep on generating leads that will fill your marketing pipeline.
See to it that you strategize your sales cycle, and make sure that your sales funnel is nurtured properly at all times.
Monitor your performance
This might seem like a no-brainer, right? But do you know that only 39 percent are somewhat measuring their content marketing ROI?
What’s more worrying is that this scenario implies that some organizations are placing their time, money, effort, and resources on crafting campaigns that do not give them their desired results in the first place.
That’s why this 2020, you should focus on monitoring your campaigns, and adjust them if necessary.
Here are some ways wherein you can track the overall success of your campaign:
- Analyze your audience’s behavior: Are users clicking through other areas on your site, taking an action that leads to a conversion, such as making an inquiry? If not, then the quality of your leads are not as good as it appears to be.
- Know your value. Tools like Google Analytics are useful in determining the “value” of the page. This helps you come up with a road map, highlighting pages that are responsible for sales and conversions.
- Content and SEO. Analytics tools are also helpful in showing which particular pages are receiving the most traffic and the ones that do not. It also shows any aspect of your content that does not resonate with your audience, as well as those that do not help with your search engine optimization efforts. This usually suggests that there is a disconnect between your business and your audience.
There you have it. You can use the following strategies to understand your B2B customers more, define your ideal buyer personas, and effectively tailor your B2B strategies that reach them.