In B2B marketing, the overarching principle is to establish your business as an industry authority or expert because that’s what your clientele demands. With your products and services, your customers want to experience an obvious elevation of their overall performance. They want their requirements accurately met, and the quality of their output for their own clients perfected.
But how do you effectively work all that in a marketing campaign? How do you make sure that your business’s marketing strategy is presented in the standards that will ultimately depict you as a reliable expert? This can be a challenge, especially when your clientele are very knowledgeable and even considered industry specialists as well. How do you step up your B2B marketing game?
There’s an overwhelming number of variables to stay on top in the creation of an advantageous B2B marketing strategy, but the complexity of the task can be better managed through the thoughtful approach provided below.
Step 1 – Do the legwork.
Establish your target client profile (industry, size of enterprise, location, their established market, etc.). Get to know the businesses and the decision-makers you want to cater to, so that you may be able to provide more suitable solutions for them. Run surveys, do background checks, and conduct tests to distinguish optimally effective tactics from mere time-wasters.
Step 2 – Identify the strategies that have proven effective on your target market.
For example, “younger” enterprises generate most of the information they need from social media sites. Meanwhile, older and longer established companies still place tremendous value on traditional marketing such as print and radio ads. List all the strategies applicable to your intended market and determine how you can seamlessly combine them all for a powerful marketing campaign. A bonus: Doing this will also help you be more efficient with your marketing costs.
Step 3 – Create an info-packed and regularly updated website.
A high-performing website is a top marketing touchpoint by B2B consumers. You need to make sure that it focuses on delivering value to users. Articles should be able to answer questions or solve problems clearly. Your content should be straight to the point about what your business can do in terms of products and services.
It should be able to provide help during the most crucial moments. Therefore, having a responsive design is crucial since a continuously-increasing number of online users use compact, handheld, and mobile internet-connecting devices for faster access to websites.
Likewise, the website should be able to provide your business relevant data and analytics about every connection you make so you can improve your campaigns and accomplish your marketing goals.
It’s imperative to ascertain as well that your website contains your business’s value statement and it’s communicated properly through the right choice of words and images.
Step 4 – Take advantage of SEO.
It’s the best way to amp up your marketing game. SEO makes sure that your business’s official online presence is right where people can automatically see it, and see it in a positive light through valuable and high-quality content such as original product images, videos, infographics, and others.
Step 5 – Always include email marketing.
Lead generation is a must in all marketing campaigns, and email marketing accomplishes this task. Though often overshadowed by SEO and social media marketing, it remains to be a big contributor in harnessing web traffic, generating conversions, and identifying truly valuable connections for the business.
Here are the important rules to follow for B2B email marketing:
- You can’t accomplish anything with a single email. Multiple emails spread over a longer period of time are more effective for lead nurturing. Make sure the content is well-thought out and event-driven.
- Content sells better than a great offer; “more info” trumps “buy now” as CTA.
- Send emails to the Decision-Making Unit and customize your message according to the role each member plays.
From my perspective as a business owner in the creative industry, I can affirm that the no-fail principle to B2B marketing success is consistency with efforts in understanding what your target audience wants. It’s through this that you’ll be able to improve and secure your advantage in a fiercely competitive business scene.