Using B2B marketing strategies can be very different from selling directly to consumers.
While your company is still targeting a person, it does require a different set of tactics. That's because B2B buying tends to be more logic- and relationship-based and involves many more decision makers than selling directly to consumers. Consumer buying is usually simpler since it's one-on-one and targets that person's emotions.
Getting Ready to Use B2B Marketing Strategies
There are a number of ways to speak directly to these targets. But before you consider utilizing specific B2B marketing strategies, keep the following steps in mind:
1. Define the target.
Like every form of marketing, effective companies shouldn't try to target everyone.
Also find out who will be approving the purchase, whether it's an individual or a group of people. Often businesses target a person too low in the organization who does not have the authority to make the purchase.
2. Get feedback first.
Test customer assumptions before spending any money by getting feedback from targeted demographic segments.
Making sure your B2B marketing strategies are driven by data can be helpful. Using simple survey techniques can give the company some initial information about the validity of their assumptions. Tools like Survey Monkey and Survey Gizmo are a good place to start.
3. Focus on the ROI.
Companies want to understand what the return on investment (ROI) will be for purchasing a product or service, so make sure it's clearly articulated when selling any solution.
4. Understand their budget.
Do they really have the money to buy the product or service? If they can't afford the solution, it may be a waste of time and financial resources to market to them.
5. Determine the conversion goals.
Depending on the buying stage that the B2B marketing strategies are targeted, decide what a “conversion" actually means and at what rate determines a successful campaign.
B2B Marketing Strategies to Try
Now that your target has been defined and the ROI determined, you can decide which of the following B2B marketing strategies make sense for your company.
1. Explainer Videos
This is typically a video that introduces the prospect to the product or service, its unique value proposition and exactly how it will benefit them. Many prospects would rather watch a one-minute video about the benefits of a product than read about it.
As far as B2B marketing strategies go, explainer videos can work especially well because they can be passed around within an organization with no explanation needed. This makes it easy for those in the position to purchase to understand who you are and what you do.
I recommend keeping explainer videos to 30 to 90 seconds long, which means a script of about 200 words. The videos should address the problem, present the solution, show how it works and present a call to action. You can add a professional voice and music that fits the tone of the message.
2. Mobile-Responsive Content
Besides having a mobile-responsive website, B2B businesses may want to create content that is in mobile-ready form. Having mobile-responsive content can help potential content access your content regardless of where it is shared.
I recommend testing specific tactics on mobile, tablet and desktop formats before rolling it out.
3. Email Marketing Campaigns
Email campaigns can help a prospect remember your company whenever they are ready to buy.
You can use a marketing automation tool that sends content-rich messages based on where prospects are in the buying funnel and how they have interacted with the content. Tools like Infusionsoft and Hubspot offer effective solutions.
4. Hyper Demographic Ad Targeting
Social media tools now allow businesses to advertise to a very specific segment. Posts can be used to interact with new prospects or gather leads to a company's landing page.
A business can “cookie" its site visitors and then display its ads to those customers when they continue to browse the internet. Known as remarketing, this popular marketing tool does come with its own downsides, so keep that in mind.
If you decide to move forward with this sort of B2B marketing strategies, remarketing can be set up with companies like Perfect Audience, AdRoll and ReTargeter.
6. Guest Blogs
Think about finding websites where your prospects and customers visit, and volunteering to guest blog for them. This can be an opportunity to be viewed as a thought leader in a specific area and more importantly, a back link for your business's website.
With any targeted content, consider posting an article preferably monthly or at least quarterly. Try some longer-form content—1,000 words or more—to keep the prospect engaged.
7. Interactive Web Content
Effective examples include pop-up questions, short assessments or quizzes. Content creation platforms like Visage and Uberflip can make this easy and engaging.
8. Artificial Intelligence
Artificial intelligence (AI) may make it easier for businesses of all sizes to automate and personalize the customer buying experience. In 2018, many businesses' forms can be replaced with an interactive chatbot.
Remember that most B2B marketing strategies can take much longer to show results than when selling to consumers. Consider mapping out a strategy for at least a few months before making a change.
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