If you are in a B2B market, then you know that closing a sale may not be as easy. Sales cycles may be extremely long, and often purchase decision often involves several individuals.
Thus, simple marketing strategies that work well with B2C markets do require modification if they are to be applied in the B2B markets
In this article, I share several b2b marketing strategies for 2021, which I believe, if applied correctly can work wonders eventually.
1. Intentional Approach to Content Marketing
Content marketing is a common marketing strategy for businesses in the B2B markets. Actually, 91% of such businesses use this strategy to market their brands. This is majorly informed by the fact that B2B customers are elite individuals who do extensive research before making a purchase decision.
However, before you go ahead and write a 10,000 word blog post, remember that your customers are busy individuals who are just looking for facts that can inform the decision they are about to make.
Thus, aside from blog posts, other forms of content such as case studies and infographics do well in marketing your B2B product.
Other forms of content to consider when doing content marketing include:
- Blog posts
- Extensive case studies
- Testimonial videos
- Tutorial and promotional videos
- Press releases and mentions
- News articles
- Email campaigns and newsletters etc.
When creating content for B2B, consider the stage at what your prospects are at: From problem identification to consensus creation. General information article will do well for prospects who are just discovering that they have a problem they need to solve, while content around purchase key phrases are suitable for prospects who are actively looking for the right solution for the problem they are experiencing.
2. Search Engine Optimization
This is one of the most sustainable marketing strategy that should always be part of your growth efforts. SEO takes time, but in the end, it’s one with most ROI when done right.
Unlike in B2C where how to articles do well attracting thousands of visitors, in B2B authoritative, well-researched and insightful content are more powerful.
Target keywords that attract customers who are ready to make a purchase. These keywords include:
- Buy, packages, quote, best
- Contact, call, request, address
- City, state, ZIP code
- Reviews, Vs, cost of
You may also want to boost your authority in the industry by writing content that are purely informational, but those that your B2B customers and prospects are more likely to search for.
This will help you to first attract them as prospects, guide them through a funnel before making your sales pitch.
To succeed in SEO, you need to do deep keyword research. Identify key phrases that you can easily rank for and those that will attract your ideal customers. Also, work on the other aspects of SEO, for instance:
- Build quality backlinks from authoritative sites in your niche
- Optimize your site speed and performance
- Improve your website structure
- Interlink posts
- Work on Technical SEO
3. Work with the right influencers
Endorsements work really well when they are from the right people. While Elon Musk was obviously not paid or even approached to mention Signal app, his simple tweet “Use Signal” saw the app downloads skyrocket from 10M to 50M downloads in under just one week
Well, you do not need celebrities for influencer marketing to work. You just need the right type of influencers. When selecting the influencers to work with, pay attention to:
- The kind of content they are producing
- How these content resonate with their audience ( engagement in terms of comments, likes and shares)
- Their potential reach
- The type of audience they influence and make sure that they fit your target market
Going for vanity metrics such as number of followers no longer cut it, instead you may actually end up just burning your budget with influencers whose audience are either dormant or do not resonate with your product.
The platform is also something to really consider. Most B2B decision makers are on Twitter and LinkedIn while B2C customers hang around on TikTok, Instagram and Facebook
4. PPC and Display Advertising
B2B is a market where most brands spend tones of money running advertising campaigns. However, just like influencer marketing, you need to know what you are doing.
The main goal of PPC campaigns is to make sales. Well, at first, you may run a few campaigns to boost your metrics such as Facebook likes and to have just enough data that will help you when running the next campaigns.
Afterwards, all of your other campaigns should be designed primarily for conversions or building email lists.
There are several platforms where you can run your campaigns, so choose one where majority of your B2B customers hang around.
Remarketing: Now after running your first campaigns, you will notice that conversions are still low. This is especially f most of your visitors are interacting with your brand for the first time.
When running your next campaigns, you can choose to target people who visited your landing page but did not complete a purchase. Here you can try different ad copy, doing A/B testing until you find one that is highly converting. This approach of targeting people who have interacted with your brand through your previous campaigns is called Remarketing.
5. Build a Better Website
If your website is not:
- Portraying you as an authority in what you do
- Converting prospects into leads
- Attracting the right audience
Then that website is ‘no better’
If your website still looks like 2010, then chances are, it’s not cut out for 2020. When redesigning your website, think hard about the branding and the positioning you want to take. Let that message be carried across your website, right from the use of fonts, images, and graphics to the language and tone of your copy.
Funnels are the future. Do not let your visitors wonder what to do next. Call them to take action, add them into a lead nurturing system and then send in your pitch.
The best way to close sales this way is to immediately ask every lead that enters your funnel about the problem that they wish they could solve right away. Then follow-up and keep conversation going as you slowly introduce your product or service to them
Well, there are several other b2b marketing strategies to employ, but these 5 are, as they say, a good place to start.