Nuances of B2B Marketing

 

Business-to-business (B2B) marketing facilitates sales of products and services between companies rather than directly to consumers. Effective B2B marketing strategies account for longer, complex sale cycles involving multiple decision-makers seeking solutions aligned with organizational priorities.

 

What is B2B Marketing?


B2B marketing aims to nurture prospects through education and relationship-building to guide informed purchase decisions instead of hard-selling based on emotions. Strategic campaigns create connections with other businesses (the target audience), conveying how offerings solve real problems and deliver a return on investment.

 

Understanding B2B Marketing Landscape


Unlike B2C marketing targeting individual consumers, B2B ecosystem intricacies include:

 

Target Audience

 

The audience comprises other businesses, typically from industries like manufacturing, healthcare, finance, and information technology. Stakeholder groups that influence decisions include executives, IT, operations, finance, and HR.

 

Marketing Channels

 

Paid channels include seminars, conferences, sponsorships, digital ads, and direct mail. Content shared via business publications expands organic reach. Email, phone, and chat communications nurture leads directly.

 

Marketing Goals

 

B2B marketing qualifies audiences, shares expertise, nurtures relationships and conveys product value propositions through multiple contacts rather than optimizing for direct sales from first touchpoints.

 

Key Characteristics of B2B Marketing


Certain elements differentiate marketing to other businesses instead of casual end-consumers:

 

Focus on Logic and ROI

 

Messaging highlights functional benefits, proven capabilities, and financial value. Data-driven case studies demonstrate ROI over creative advertising campaigns aiming for emotional reactions.

 

Longer Sales Cycles

 

Sourcing, proposals, trial deployments, and negotiations precede deals. Extended evaluation and consensus-building around sizable corporate investments draw out transaction timelines.

 

Complex Buying Process

 

Instead of making individual decisions, groups evaluate solutions, weighing technical capabilities, integration requirements, and strategic priorities before corporate commitments.

 

Relationship Building

 

Establishing authority and trust with economic buyers and deployment teams aids in influencing beyond cold corporate outreach. Lead nurturing over months or years precedes six-figure contracts.

 

Key Differences Between B2B and B2C Marketing


While both realms focus on appropriately conveying value propositions to customers, distinctions including purchaser types, deal sizes, and sales cycles set B2B marketing apart:

 

B2C

 

  • Targets individual consumers
  • Smaller deal sizes
  • Often, emotional purchasing drivers
  • Mass market advertising
  • Straightforward sales process

 

B2B

 

  • Targets other businesses
  • Larger deal sizes
  • Logical purchasing drivers
  • Niche publications & channels
  • Complex, lengthy sales process

The B2B Marketing Funnel


Structured lead nurturing guides prospects through sequenced touchpoints mirroring the customer journey toward becoming buyers:

 

Awareness

 

Content shares introduce solutions to problems the target audience cares about when searching for capabilities online.

 

Interest

 

Deeper-funnel content elaborates details establishing subject matter authority and credibility around specialized topics.

 

Decision

 

Late-stage nurturing provides recommendations, analyst reports, proof points, and pricing, conveying value for priorities.

 

Action

 

Final nudges include free trials, RFP response support, and integration resources to guide customers in finalizing purchase decisions.

 

B2B Marketing Strategies for Success


Custom strategies fine-tuned to audience nuances outperform generic campaigns through:

 

Defining Your Target Audience

 

Persona development, market research, win/loss analysis, and current customer feedback shape understanding of problems and motivations for tailored messaging. Create detailed archetypes mapping out major groups based on industry, company size, role title, and priorities.

 

Setting Clear Goals and Objectives

 

Converting broad brand awareness or revenue targets into quantifiable pipeline impact spanning tactical campaign metrics maintains coherence. Establish a percentage of target market or sales pipeline metrics expected from activities.

 

Developing a Strong Value Proposition

 

Summarizing competitive differentiation, business outcomes enabled, and return on investment makes a compelling case for your solution worth engaging. Lead with resonating positioning statements consistently in assets and campaigns.

 

Content Marketing

 

In-depth thought leadership content like ebooks, analyst reports, and blogs builds subject authority, qualifying leads earlier in their journeys. Curate topics are proving expertise around key challenges identified for personas.

 

Search Engine Optimization (SEO)

 

Top rankings for commercial intent keywords proactively put helpful, relevant information directly in prospect search paths. When researching, choose semantic keyword groupings that surpass specific queries for visibility.

 

Social Media Marketing

 

Curating niche communities bringing together peers and experts humanizes your brand through valuable discussions. Cultivate professional forums for airing business pains addressed by your capabilities.

 

Email Marketing

 

Personalized, multi-touch nurtures focused on utility, not hard promotion, keep communication professional yet approachable. Section by buying stage and follow up cycling useful content based on interactions.

 

Marketing Automation

 

Orchestrating sequences tailored by actions and attributes fosters consistent, productive outreach at scale, freeing teams for higher-value activities. Build segmented campaigns grouping similar organizations earlier.

 

Advertising

 

Paid digital channels extend organic reach to new audiences open to awareness offers, leading to inbound inquiries for further nurturing down the funnel. Retarget engaged visitors across devices through pixels.

 

Prioritizing audience relevance, publishing evergreen expertise, optimizing content discoverability, and multiplying touchpoints through orchestration ensures B2B marketing drives consistent pipeline growth.

 

Lead Generation and Management


Dedicated campaigns feed data-driven pipelines enabling fair forecasting, targeted follow-ups, and conversion tracking into accurate reporting on marketing impact on revenue:

 

Events & Sponsored Content

 

Webinars, conferences, and speaking slots behind opt-in forms capture relevant engagement from motivated learners.

 

Third-Party List Acquisition

 

Licensing industry directories or intent data leverages qualified contacts open to solutions.

 

Referrals & Partnerships

 

Satisfied partners and customers identify peers perfect for profiling into new opportunities.

 

SEO and Online Presence

 

Capturing organic search interest converts visitors more likely to become marketing-qualified leads.

 

Social Engagement & Community Building

 

Nurtured group discussions provide introductions to those inclined to value narratives.

 

Paid Digital Advertising

 

Geotargeting relevant sectors more precisely scales reach to roles involved in researching solutions.

 

Direct Mail Campaigns

 

Personalized postcards with unique offers drive visitors to gated assets, capturing interest data.

 

Sophisticated CRMs organize contacts by source, assign intelligent lead routing, prompt team task triggers, and document deal progression over time. Marketing and sales process alignment with shared KPIs improves conversion rates into SQLs and closed/won revenue.

 

The Future of B2B Marketing


Evolutions centered on precision, automation, and amplification manifest through:

 

Artificial Intelligence (AI)

 

Leveraging data insights, predictive analytics, machine learning, and automated workflows enable hyper-personalization, operational efficiency, and campaign optimization.

 

Account-Based Marketing (ABM)

 

Coordinating multiple channels towards tailored nurturing of targeted accounts supports complex sale journeys across buying committees, ultimately requiring consensus.

 

The Rise of Video Marketing

 

As attention spans decline but video consumption grows, multimedia content humanizing expertise proves more digestible, securing engagement from busy decision-makers.

 

Tracking B2B marketing statistics on lead conversions, channel efficiencies, and buying trends provides key performance indicators guiding effective positioning and spending, driving measurable pipeline impact. Given longer sales cycles, complex decision structures, and rapidly evolving technologies influencing needs in the B2B realm, agile yet consistent nurturing based on trusted partnerships generates enterprise deals.

 

Conclusion


Business-to-business marketing strategies further corporate growth by nurturing other enterprises through thoughtful education, valuable content, and consultative sales approaches, showing how offerings align with organizational objectives. Dedicating focus towards targeted accounts and niche channels facilitates establishing subject matter expertise and relationships, guiding buyers towards revenue-driving solutions. Maintaining organized lead workflow, documenting campaign successes, and continual optimization guided by data matures programs delivering growing returns over time.

 

B2B SEO

 

The digital world is evolving at an unprecedented pace. For businesses, staying ahead of the curve means understanding the importance of Search Engine Optimization (SEO) – especially in the B2B (business-to-business) space. SEO isn’t just about getting eyes on your website; it’s about attracting the right eyes. In this blog post, we’ll delve into the importance of SEO for B2B companies and highlight compelling statistics that emphasize its significance.

 

1. The B2B Buyer’s Journey Begins Online


In recent years, there’s been a noticeable shift in the B2B buyer’s journey. According to a Google study, 89% of B2B researchers use the internet during their research process. This means that before reaching out to suppliers or making a purchase decision, a significant majority of B2B buyers begin their journey online. If your website isn’t optimized for search engines, you’re missing out on this vast audience.

 

2. Organic Search is a Major Traffic Driver


According to BrightEdge, organic search accounts for 53% of all trackable website traffic. That’s over half! While other channels, such as paid advertising or social media, can certainly be effective, it’s clear that organic search remains a dominant player in driving website traffic.

 

Driving organic traffic to your website involves various strategies and techniques to improve your website’s visibility in search engine results and attract visitors without paid advertising. Here is a list of ways to increase organic traffic to your website:

 

  • Optimize for Search Engines (SEO): Conduct keyword research to identify relevant, high-search-volume keywords. Optimize your website’s on-page SEO, including meta titles, descriptions, headings, and image alt text. Create high-quality, valuable content that addresses user queries and needs.
  • Publish High-Quality Content: Regularly update your website with fresh and relevant content. Write blog posts, articles, guides, and other informative resources. Focus on content that solves problems, educates, and entertains your target audience.
  • Use Long-Tail Keywords: Target long-tail keywords (specific phrases) to capture more niche and intent-driven traffic.
  • Optimize for Mobile: Ensure your website is mobile-friendly and loads quickly on all devices.
  • Improve Website Speed: Compress images, enable browser caching, and minimize code to enhance page load times.
  • Leverage Social Media: Share your content on social media platforms to reach a broader audience. Engage with followers and encourage sharing and discussions.
  • Guest Blogging and Outreach: Write guest posts for authoritative websites in your niche and include backlinks to your site. Reach out to influencers and industry leaders for collaboration and promotion.
  • Build Quality Backlinks: Earn backlinks from reputable websites through organic link-building strategies. Avoid spammy or low-quality link-building practices.
  • Improve User Experience (UX): Create a user-friendly, intuitive website with clear navigation and a responsive design. Optimize for user intent by understanding what visitors are looking for.
  • Local SEO: Optimize your website for local search if you have a physical presence. Claim and optimize your Google My Business listing.
  • Email Marketing: Build and nurture an email list to drive repeat traffic with relevant content and offers.
  • Content Promotion: Share your content on content discovery platforms like Reddit, Quora, and niche forums.
  • Utilize Schema Markup: Implement schema markup to enhance the appearance of your content in search results.
  • Monitor Analytics: Use tools like Google Analytics to track your website’s performance, identify trends, and make data-driven improvements.
  • Repurpose Content: Repurpose existing content into different formats like videos, infographics, podcasts, or slideshows to reach diverse audiences.
  • Voice Search Optimization: Optimize your content for voice search queries by providing concise and relevant answers.
  • Consistent Blogging Schedule: Maintain a consistent posting schedule to keep your audience engaged and attract regular visitors.
  • Community Engagement: Participate in online communities and forums related to your niche, offering helpful advice and linking back to your content when relevant.
  • Monitor and Improve: Continuously analyze your website’s performance and make necessary adjustments to your SEO and content strategies.

 

Remember that building organic traffic takes time and consistent effort. It’s essential to focus on providing value to your audience and adhering to ethical SEO practices for sustainable, long-term results.

 

3. B2B Decision Makers are Searching for Content


A study from the Content Marketing Institute found that 71% of B2B buyers read an average of 3-5 blog posts about a product/service before making a purchase. High-quality, optimized content helps position your business as a thought leader in your industry and directly impacts purchase decisions.

 

4. SEO Leads Have Higher Conversion Rates


Did you know that the average conversion rate for SEO leads is 14.6%, compared to the 1.7% conversion rate for outbound leads (like cold calls or direct mail)? (Source: HubSpot) This staggering difference underscores the fact that attracting organic search traffic can lead to more qualified and high-intent visitors, thereby increasing the potential for sales.

 

5. B2B Buyers are Using Mobile


Think SEO is just for desktop? Think again. A study from Boston Consulting Group revealed that mobile drives, or influences, over 40% of revenue in leading B2B organizations. With the rise of mobile searches, ensuring your website is mobile-friendly is no longer optional; it’s a necessity.

 

Here is a bullet-point list of statistics highlighting how B2B buyers are using mobile devices:

 

  • Mobile Search: 50% of B2B queries are made on smartphones. (Google)
  • Mobile Influence: 60% of B2B buyers report that mobile played a significant role in recent purchases. (Google)
  • Mobile Research: 71% of B2B researchers start their research with a generic search on mobile. (Google)
  • Responsive Design:62% of B2B buyers are more likely to return to a mobile-friendly website. (Google)
  • Email on Mobile: 35% of B2B buyers open emails on mobile devices. (Salesforce)
  • Mobile for Content Consumption: 49% of B2B researchers use mobile devices to access content during the purchasing process. (Think with Google)
  • Mobile Apps: 60% of B2B buyers have used mobile apps to research products or services. (Think with Google)
  • Mobile for Social Media: 50% of B2B buyers use mobile devices to engage with social media for business-related purposes. (Think with Google)
  • Mobile for Video: 64% of B2B buyers watch videos on mobile devices during the purchasing process. (Forrester)
  • Mobile for Messaging: 53% of B2B buyers prefer using messaging apps for business communication. (Forrester)

 

These statistics emphasize the growing importance of mobile in the B2B buying journey, highlighting the need for mobile-friendly websites, responsive design, and mobile-optimized content and communication strategies.

 

6. The Cost-Effectiveness of SEO


Compared to paid advertising strategies, SEO offers a high return on investment. Once you’ve established a strong organic presence, the cost of maintaining it is significantly less than continually paying for ads. Additionally, according to Search Engine Journal, inbound leads (like those from SEO) cost 61% less than outbound leads.

 

7. Long-Term Brand Credibility


A report from Search Engine Land found that 51% of searchers believe that brands appearing at the top of search results are the industry leaders. Securing a top spot on SERPs (Search Engine Results Pages) not only drives traffic but also builds credibility in the eyes of potential clients.

 

In Conclusion


SEO is no longer an option for B2B companies; it’s a requirement. In today’s digital era, where information is constantly at our fingertips, businesses must ensure they are easily discoverable online. By investing in SEO, B2B companies can tap into a larger audience, drive high-quality leads, and position themselves as industry leaders. If you’re not yet convinced of the power of SEO in the B2B space, let the numbers speak for themselves.

 

b2b marketing

 

iPads and tablets in general started out as consumer devices for consuming media, but they’ve since made their way into the professional world – and they’re staying. Here are five ways a good choice of iPad can boost your business presence and power your marketing.

 

Streamlined marketing in the field


For your agents out and about, an iPad is a great way to have all the relevant information at hand. They can store and access customer history, stock levels, the latest catalogs, etc. Cloud services and online search remove the need to contact the head office with any questions that might pop up.

 

Not only does using a handy iPad save valuable time, but it also gives an air of professionalism and proactivity. Whatever query the prospect may have, your field agent can answer right then and there!  Moreover, you can choose a sales app tailored to B2B marketing efforts and take advantage of targeted filters or create an app specifically designed for your needs.

 

Streamline your offer by showing your prospects only the “top X products in category”, “new”, “updated” etc. You can also filter your daily tasks. Utilize your sales app or the iPad’s map to keep tabs on customers in the area who did not purchase in the last quarter, whose invoices are late, who are due for a check-in visit, etc.

 

b2b digital marketing

 

Efficiency at corporate events


Events are the perfect context for your iPad to show its power as a marketing tool. Bring it along to panels, trade shows, various networking events, and anywhere else you might be expected to speak.

 

You can pre-record demos and product videos and play them back with the right app. You can also showcase collections or even improvise walkthroughs right there on the spot. These apps usually have offline functionality as well, which is essential at large venues where the WiFi tends to hiccup.

 

Most importantly, the on-the-go accessibility of the iPad increases your chances of landing sales. You can rapidly make new customer accounts, put together relevant orders, and send them necessary confirmations. If you need to double-check some details to seal the deal, you can add those final touches when you get back to the office.

 

Convey a high-tech brand image


Businesses in every industry have to keep up with tech advancements if they want their products and services to maintain a competitive edge. This applies to the tech you use in your communications as well as your production process.

 

To portray your company as modern, forward-thinking, flexible, and responsive, consider providing your staff with tablets instead of (or in addition to) laptops.

 

Admittedly, it’s a bit of an overhead investment, but you can choose the tablets that would bring you the optimal ROI. You can research, for example, the new Apple iPad Air price or any other model that suits your needs and see what would be the best investment for your marketing department.

 

Switching to the dynamic tablet from the comfort zone of presentations can be a little daunting. However, you have to consider the situation from the perspective of your prospects. They’re busy with their work. Which format of a B2B pitch do you think they would be more willing to listen to?

 

b2b marketing tips

 

Facilitate conversations with prospects


The device you use to provide information to your potential clients or partners can make a big difference in how your message is received. Traditional pitches from a laptop, computer, or projector come across as school presentations. They’re outdated and boring at best, alienating and condescending at worst.

 

Your marketing efforts will have a much higher chance of success if you format them as conversations instead. Load a tablet with interesting media and engage your prospects directly. It feels much more like a natural conversation when both the seller and the viewer are sharing the device.

 

Presentations are off putting because they’re one-directional and preachy. Using an iPad discourages boring slides and encourages interaction. You can pitch your business using videos, graphics, live demos, and so on. When the prospect sees the same information as the seller, at the same time, it communicates transparency and increases trust.

 

Real time analytics


Finally, accurate insight is one of the most important aspects of any business. Whether you’re tracking sales, leads, engagement rates, or anything else, it is essential for your representatives to be up to date by the minute.

 

A good iPad can provide detailed information on various forms of marketing materials too. For example, you can see which segments of your videos were paused and rewatched the most, or which pages in a PDF guide were the most interesting to prospects or new customers.

 

Detailed analytics like these are important for building context. They tell you how your sales agents are using different content, so your marketing team can optimize the conversion process. They enable you to craft the right pitch for each lead, reach out to them at just the right moment, navigate the sales conversation more strategically, and close a deal more efficiently.

 

To sum up, a well-chosen iPad can be a powerful tool in your B2B marketing strategy. Tablets are more convenient than laptops and better for agents in the field. They improve your brand image and help foster conversations and connections with your prospects. As a bonus, you get real-time analytics insight and can optimize your process with far higher efficiency.

B2B Lead Generation

 

Let’s cut to the chase! In this article, we will discuss the power of B2B lead generation and how it can greatly impact your business if it’s done well.

 

It’s important to understand what a lead is for your business. A lead is someone who you have established some sort of contact with. This means you made some form of connection, but you don’t have a sale yet.

 

The first step to making this happen is knowing what a qualified lead looks like. A qualified B2B lead is a company that has a genuine interest in your product or service and is ready to move forward to the next steps and ultimately a transaction. By using a better lead generation system, you can understand what leads are worth pursuing and how to generate more qualified leads for your business!

 

The Lead Generation Process


If you want to create the most powerful B2B lead generation system for your business, you need to consider the process. Lead generation generally follows four simple steps:

 

  • Attract
  • Convert
  • Close
  • Delight

 

This process, when done well takes strangers of your business and makes them raving fans! Delighted clients are the goal for a B2B transaction since raving fans will generate positive word of mouth and more business at no cost. It’s important to understand your prospect in order to create your own lead generation system. For example, manufacturing lead generation often works best when content marketing through the right digital channels is the focus. When you’re able to automate your system and produce measurable results, you’re in a position to produce a fantastic return on investment (ROI).

 

Content Marketing


An effective content marketing strategy will attract your ideal clients like bees to a honeypot. In content marketing, you will develop content that is useful to your ideal client and helpful in connecting with them. Content such as quality copy writing, makes the web go round so it should be a part of your marketing strategy! Your content can be anything from a blog post, an e-book and regular social media updates. Content Marketing also gives companies the opportunity to reach new audiences. Your content will be seen by people who previously wouldn’t have been aware of your business.

 

LinkedIn


When it comes to social media marketing, LinkedIn is generally the best option for B2B organizations. With your content marketing strategy, you are able to share relevant information with your LinkedIn network. You have access to all of your contacts’ networks which is a huge advantage when it comes to targeting prospects and lead generation. LinkedIn is also perfect for creating valuable business relationships such as referral partnerships and strategic alliances that can last well into the future.

 

Networking Events


Attending networking events can be a great way to meet new people and get your brand in front of a larger audience. If you’re a small business BNI (Business Networking International) is run in many parts of the world so you may find a chapter in your local area.  They have thousands of chapters all over the world and they work very well for BTL (Below the Line) lead generation campaigns because members are constantly attending events, giving you access to their extensive network that you wouldn’t normally be able to reach on your own. Industry events and the local chamber of commerce may also be good places for you to network and promote your business.

 

PPC


When it comes to paid advertising, pay-per-click (PPC) campaigns are often the best option when creating your own lead generation system. Pay-per-click ads can be cost effective because you only pay for actual clicks and can track the conversion rates to ensure a good return on investment. Paying for visitors that don’t convert into sales, doesn’t make sense so the idea is to spend your money on marketing strategies which have proven to be profitable time after time.

 

Retargeting Ads


It can take quite some time for many B2B companies to close a sale so it’s important to stay front of mind for those that are interested. Retargeting ads are a great way to reach out and remind people who have already been exposed to your brand. Retargeting is one of the most cost-effective forms of lead generation for B2B companies because retargeted visitors can be anywhere from two to ten times more likely to convert into a sale compared with new website visitors.

 

Email Marketing


Email is a cost-effective way to market to those that are already connected to your brand in some way. Emails are usually seen as more profitable than other forms of advertising because you know the email recipient has already expressed some interest in your company. There’s generally little cost in setting up a new email campaign once you have your systems in place however you’ll still need a strong strategy in order to be successful with email marketing. Email marketing is still one of the most powerful lead generation systems for B2B companies. Emails can be sent to people who have visited certain pages on your website or completed a form, but you should also be sure to follow any anti-SPAM laws specific to your region.

 

You Decide!


There is no one size fits all solution when it comes to lead generation systems. We’ve covered some of the most popular options that are proven to boost business growth however marketing automation is the ultimate goal. You should experiment with the tools you have available to you and see what works best for your business. You don’t need to do everything to become a success, find what works best for your business and systemise it.

 

To your lead generation success!

B2B & B2C Social Media

 

Not so long ago every company rushed to publish its own website, then sat back and waited for potential customers to visit it. Most even installed counters to keep up with the number of visits/viewings. With the exponential explosion of social media over the past decade, though, these same companies have increasingly felt the need to find new ways to “point” customers, both other businesses and consumers, to their website. It was an easy leap in logic to use the new phenomena of social media.

 

It’s become generally accepted that social media channels provide an excellent path for businesses to reach out to consumers. What’s becoming even more clear is that the lines between B2C and B2B are being continually blurred. What works for B2C markets often works for B2B markets, and vice versa.
 
The truth is that as businesses have become more present and active on social media, the utility of those networks for B2B and B2C marketing has grown in parallel. Three of the largest media channels are Facebook, Twitter and Instagram.
 

FACEBOOK 


Taken at face value, Facebook appears to be much more suited for consumer communications than for B2B or B2C. But almost every consumer is in some way connected to a business, and Facebook has over 900 million active users. Somewhere in that crowd you will find your target customer.
 
Many of the large companies whose names or symbols are household words have their own page or pages on Facebook. Don’t make the mistake of thinking only the GE’s and Intel’s of the business world have figured out that Facebook is the way to get the word out about their company, though. Companies like Blue Coat use Facebook to reach out to those consumers and other businesses that would ordinarily never find them. This is an example of a business whose product is increasingly in demand by both other business entities and individual consumers as well.
 

Twitter


The power of Twitter shouldn’t be discounted as a B2B and B2C communication platform. Just because it’s a fast-paced, character-limited communication channel should not prevent you from making consistent, repeated impressions on your business’s followers. Plus, the power of re-tweeting multiplies engagement of potential clients geometrically.

 

A business that has already included Twitter as one of its growth engines is Constant Contact. Their customer base is made up of small businesses looking to build their own brands using email newsletters, surveys, events, promotions, online listings, and more. Constant Contact’s Twitter page clearly defines its brand, points users back to its website and Facebook page, and publishes helpful information for its small business customers. In addition, Constant Contact has a separate, dedicated Twitter page for customer questions and support.
 

INSTAGRAM


Instagram is barely 5 years. It already has over 300 million monthly active users. Don’t think of it as an amateur photo gallery, either. Instagram is full of short videos, and 40% of the most shared videos are posted by brands. Videos are a great way of showcasing what your company does. You’re already using YouTube, right? Just post snippets of content you already have and point viewers followers to the longer versions.
 
One of the best Instagram examples to emulate is MailChimp. Their posts are always fun, maybe even frivolous. They use bright colors to make their branding stick, and they work to convince you that they’re a cool company. They manage to stretch their new product launches over a string of updates, using splashy color to make their brand stand out. They come across as fun and helpful. Getting your email marketing right while having fun doing it is their message.
 
Businesses are populated by employees who are themselves consumers. Impressions made on employees while at work are necessarily delivered to consumers simultaneously. B2B is not, then, limited to businesses; it’s already B2C, whether intentionally so or not. Using social media platforms leverages both.

 

B2B & B2C Marketing

 

For many retailers and service providers, the natural growth of your business often includes transitioning from solely business-to-consumer sales and into business-to-business. The business-to-business marketing world has changed over the last few years. A Demand Gen report found that 67 percent of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago. Succeeding in B2B sales requires your organization to adopt different tactics and new strategies to reach this new demographic. As such, here’s a look at several ways you can make the transition into B2B and succeed.

 

Create Relevant Content


 

Marketing to businesses requires different methods than one would use to market to consumers. Creating content that is valuable, relevant and consistent should be a key focus of your marketing strategy, but the type of content you create is different when you are dealing with businesses. The sales cycle is longer with businesses than it is with consumers, and many people are part of the decision to buy, which means your content should focus on educating your potential clientele.

 

While nothing beats a live one-on-one conversation, webinars can be just as compelling and educational for your customers. Webinars are not sales pitches for your product or service, but a seminar about your industry that shows the relevancy of your company within it. Share your upcoming webinar on social media and register emails from your audience members. You’ll have the leads you need, but remember to curb your expectations about attendance. Convince and Convert points out that half of those scheduled to attend won’t. If you record and offer your webinars on your website, you can offer downloads and get a second wave of leads from a single piece of content.

 

Social Strategy


 

Social media is still the leading tactic among B2B marketers, and a study by the Content Marketing Institute shows that 92 percent of B2B use non-blog social media to reach potential clients. Your goal with social media to be seen by the businesses you will eventually be reaching out to, but simply having people see your company is valueless in the abstract. You need to create quantifiable interaction or your web presence will vanish when your social media marketing budget runs out. Good social media marketing is about immediate interaction, and companies like LifeLock are excellent examples of how your social media can serve as a marketing tool and customer resource. Businesses turn to Facebook, Twitter and LinkedIn as a means of staying up to date with industry trends, and you can position your brand as a source of this information and create loyal followers that will translate into professional relationships easily.

 

Master Sales


 

Selling to businesses is different than selling to consumers, and all the marketing in the world won’t matter if your sales team is treating your business clients like individual consumers. Sales teams can often be left to their own devices to create their own content, but when dealing with businesses you must be sure your sales machine runs perfectly. Make sure your sales team has an updated brand bible that outlines how they will present your brand to other businesses.

Pinterest for Business

Pinterest is not just another website where you can look at cute puppies and baked goods. Pinterest has become the newest and hottest social bookmarking site the web has ever seen. Sure at first glance it might look like Pinterest can’t help your B2B business grow but you are not looking at it with a big picture mindset. Just because you pin a blog post regarding LINUX server hosting does not mean that you will not reap some sort of reward from it.

If you are serious about your search engine optimization efforts than you should be pinning your blog posts on Pinterest. Don’t forget that Google & Bing really like it when websites and businesses try really hard to grow their brand online. Google has repeatedly come out and told the business community to try and build good quality links through social channels that can help build your brand online. Pinterest is one of those channels that can do just that. Each pin is a link back to your site and you know how much good quality links can help the SEO power of a website.

Eventually boards will rank…better

When conducting random search queries we are already starting to witness Pinterest boards and pins starting to rank in the search space more and more everyday. As Pinterest grows in power so will its ability to infiltrate the search results. With a properly optimized board you could see your Pinterest account quickly generating traffic. Remember that just because you don’t see immediate traffic from your efforts on Pinterest does not mean there will not be some sort of positive residual bi-products that occur down the road.

Launch strategic product and service boards

If you have a business that sells multiple products, services or solutions and you like talking about those products through your company blog you should have a specific board dedicated just towards those products. Make sure the title and description of that board is always optimized and well written. Each board comes with the ability to have a description written and the more quality content you can put there the better off you will be in the future.

Read: 9 Tips: Boost Your Business With Pinterest

It is all about the images

More and more Pinterest images are quickly occupying Bing and Google image searches. Pinterest requires users to use images has the focal point of each pin resulting in a massive amount new images being indexed by the search engines, the better the image the better the visibility. With so many images making it into the search results your business has a good chance of generating visibility from the images you use in your pins if you require frequent quality images in your website content or data.

 

Enhanced by Zemanta
;