It seems like every article talking about marketing these days is focused on business to consumer pipelines. What about B2B (business to business) though? Are companies that sell to other companies irrelevant?
Not by a long shot.
B2B eCommerce will generate 6.7 trillion dollars annually by the year 2020. If you’re a B2B organization that would like to claim a massive chunk of that pie, you’ve got to start doubling down on your marketing efforts.
If you don’t know the first thing about B2B marketing strategies, we’ve got you covered. Here are 5 strategies that the top players in the B2B space are using to get their products moving.
1. Niche Down
Do you know what happens to B2B companies that sell to everyone? They either go out of business or they enjoy middling success.
If you want more than those outcomes you’ve got to start figuring out which sect of customers you serve best and tailoring your business to them.
For example, if you owned a trucking company, you could sell your freight moving services to the whole market like everyone does. On the other hand, you could outfit your truck’s trailers with protective layering that keeps electronics from getting damaged and sell your services specifically to tech shippers at a premium price.
Believe us when we say that if you opted for the second strategy, you’d make a lot more money.
2. Take out Paid Ads
Good old fashioned paid promotion tends to be a fixture in sound B2B marketing strategies. Buy some ads on Google and/or on Facebook, make sure that you target your audience correctly and watch leads start to pour into your website!
3. Make Your Website Work
Your website isn’t just going to convert leads for you. You have to set it up for success. This is especially true for business to business websites, where optimizing your online presence is crucial to attract the right audience and generate valuable leads. By focusing on user experience and clear navigation, you can ensure your website meets the expectations of professional clients.
Learn about SEO to get search engines to send you more traffic. Then, optimize the call to actions on your content pages to drive your customers towards the parts of your site that make you money (product pages, sign-up pages, etc.).
Also, make sure that you invite your website visitors to join your mailing list so you can stay in touch with them via email.
4. Get Personal With Your Marketing
Digital marketing isn’t the only way to grab a customer’s attention. If you want to boost your conversion rate, you have to think outside of the social media/Google box.
Try developing a shortlist of leads and sending them all a personal postcard that invites them to check out a video proposal online. This video should be custom made for each lead and should pitch them why your company is the perfect partner for them.
At the end of the video, invite watchers to try your services at a discounted rate and prepare for your phone to start ringing!
5. Work With an Agency
There’s a lot to learn about digital marketing, localized marketing, ABM solutions and more in the B2B space. If you’d like to crush your learning curve and start seeing results now, contact a B2B marketing agency.
They’ll be able to help you chart your course and can get you up and running in no time.
Solid B2B Marketing Strategies Means More Money
If you’re willing to break away from what you know and assess what you could be doing better on the marketing front, we promise you that you’re going to generate a lot more money.
Leverage our B2B marketing strategies today or learn more about marketing by reading additional content right here on our blog!
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Contributed content
Founder Dinis Guarda
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