Marketing to consumers feels intuitive. You need to study the demographic, and look at the trends in the industry. Come up with an interesting slogan or tune, and you can see your sales rise in the next quarter. Most consumers can be pushed by a combination of good branding and emotional triggers.
Business-to-business marketing is less flashy. In some ways, it’s more difficult. You’ll be dealing with clients who are in the same industry as you. They know the ins-and-outs of their product and service needs, and they can monitor the trends as well as you can. With the unique challenges and demands of B2B marketing, how can you get started?
This simple article is an excellent guide to the basics of B2B marketing, from building a brand to generating quality leads.
What is B2B Marketing?
B2B Marketing is the marketing of products and services to other businesses. These products can be office supplies and other equipment used in general operations, or they can be products used for resale to other consumers.
The Perspective of a B2B Marketing Specialist
There are several challenges unique to B2B marketing that you won’t find in consumer marketing. Understanding these differences is a good first step in becoming a B2B marketing specialist.
- Fewer customers.
While B2C marketing is already competitive, B2B marketing can be even more competitive. After all, there are fewer businesses compared to individual consumers. You will have to find your target audience and see where you can fit in. Your marketing strategy needs to reflect what’s unique about your business.
- Different negotiation dynamics.
When you market to businesses, you have to consider the level of the fields. Unlike individual consumers, businesses (especially bigger or more established companies) have greater leverage and can bargain more out of your deals. Some companies ask for custom made equipment, for example, while others ask for different packages for services. Your positioning should be open, flexible, and also clear about expectations.
- More objective client needs.
As a B2B marketer, it’s important to understand what your client needs. For most businesses, this means an increase in profitability or efficiency. Play to your strengths and determine how you should tailor your products and services. When you market your products, make it clear to prospective clients that you can help them grow their bottom line.
Business-to-business marketing is such a different field from basic marketing or direct-to-consumer marketing. In fact, there are dedicated B2B Marketing Agencies. Because B2B transactions are so much more complex, most businesses choose to hire a dedicated team for marketing.
Tips to Boost Your B2B Marketing Strategy
Here are 5 ways to become a B2B marketing specialist for your company.
- Design a comprehensive marketing strategy.
Going to trade events and sponsoring shows may be expensive, but it is a direct way to interact with potential clients and to build rapport. Likewise, marketing by courting individual businesses is generally inefficient, but it can sometimes lead to stronger relationships and faster conversions.
Attending or sponsoring events as well as individually contacting clients and referrals is only a part of the big picture. These outbound strategies are effective in their own ways, but they should be complemented by other marketing disciplines.
Getting clients to come to you is at the heart of inbound or pull B2B marketing. While results may not always be immediate, you are basically casting a wide net to generate leads and to create brand relevance at the same time.
If you’ve established a reputation for a certain unique value, you can leverage that by featuring it in your website and other media channels. Staying on top of Google search results can help you make an impression. The businesses looking for a better alternative or for a new provider will gravitate towards you as long as you communicate and pull consistently.
Make a connection to your future clients. Once you draw them in, give them the information and the incentives to start a conversation. Always add value in every step of the lead conversion process.
- Invest in content marketing.
The key to attracting companies is to have engaging content. Successful B2B companies all have a strong online presence, and a significant component of that is content like blogs and social media articles.
A strong content marketing strategy can generate more opportunities and even improve conversion rates because it drives towards three goals:
- Lead generation
- Thought leadership establishment
- Brand awareness
The right type and quality of content will give clients an idea of your expertise and portfolio. Through content marketing, you are telling your readers that you have the ability and background to address their challenges.
- Hire a B2B Marketing Agency to Grow Even Bigger
Getting the basics of B2B marketing down is easy with the right tips and tricks. However, going beyond the basics and actually getting exceptional results is a different matter entirely.
You don’t have to keep struggling and finding your way to get leads and lead conversions. You can improve how your business gets clients with the help of a marketing agency. Now that you know the basics of B2B marketing, you’re at the right position to get started.