B2B marketing is difficult because companies are less likely to put up with your sales nonsense than an ordinary member of the general public. Only 30% of B2B sellers say they are effective at marketing. You have to come at a business from an entirely different angle if you are going to convince them of the benefits of buying what you have to offer.
Every B2B company should be looking at adopting these marketing strategies if they are looking to get through to their target audience.
Adopt Buyer Personas
The buyer persona is your perfect customer. You may have one perfect customer or you may have multiple perfect customers, particularly if you are selling lots of different products. You need to know who your buyers are, what they are searching for, and what they want to see out of a product.
This should be the core of any marketing campaign because if you are marketing to the wrong people you are always going to see diminished success.
Think about You Brand Persona
Now you have your buyer persona in place you need to think about your brand persona. If you don’t yet have one, this is where you are going wrong. Your brand persona is what people see when they look at you. It’s the unified brand image you are taking forward.
Your marketing efforts, and your entire brand persona, should be based around solving one specific problem. This is particularly aimed at startups, which are more likely to try to take on too much. Dominate your niche by solving one problem and steadily expand.
The Goal of Each Campaign
Every campaign is different. You can have a campaign for subscribers, a campaign for website traffic, and a campaign for conversions. These are different goals and they require different strategies to get there. You need to have a goal set out and you need to make it measurable and timely so there are clear parameters for success and failure.
Most marketing campaigns fail because of this particular lack of direction.
Your Content Strategy
You should have a content strategy in the short-term and the long-term. You may decide to launch a campaign to take advantage of an upcoming event, such as the upcoming Presidential Elections. On the other hand, you may have an ongoing campaign to boost your SEO rank or repair your online reputation.
If you don’t yet have a content team, get one. If you don’t yet have a promotion team for content on social media, get one.
Test all your content to ensure that you are getting an idea of what’s working and what isn’t.
Promoting Your Content the Right Way
Promoting your content on a B2B basis doesn’t differ that much from marketing content to a B2C customer. Businesspeople browse social media in the same way as everyone else. They are susceptible to ads on Facebook and Twitter.
The difference is in where you promote this content and when. For example, if you are running Facebook ads there’s little sense in having them run between the hours of 9am and 12pm. B2B customers are going to be busy running their companies!
Likewise, marketing on LinkedIn is a must because this is a professional platform aimed at businesses.
Tracking the Right Metrics as a Strategy
- Website traffic.
These are three metrics that you will always be tracking as a B2B seller. But you need to make sure you are going deeper than this. It’s pointless to have website traffic if people are leaving your website after a minute. Leads mean nothing if you are not following up on them. Conversions are meaningless if they aren’t the conversions you were aiming for.
Dig deeper into your metrics in order to make informed decisions about your B2B selling campaign.
Scaling the Right Content
Using metrics, you will soon happen upon a piece of content that garners a lot of popularity. Once you find out what works for your audience, you have to scale this content. Repurpose, repackage, and recycle that content so other people can see it.
In other words, stick to what works and don’t try to be too fancy.
Part of the Equation
But B2B marketing is just part of the process. It can take months of constant contact before a business will actually buy anything from another business. Understand that your B2B marketing strategy is just the funnel that creates leads.
Without an effective leads management team, you are not going to turn businesses into actual customers.
How will you go about generating more leads via B2B marketing today?