B2B marketing is a totally different sport. It’s more complex, it’s richer, it’s broader and it’s more difficult than B2C marketing. Once upon a time, I assumed a B2B marketing role, I thought my usual B2C approach would work. After a few months, I figured that a lot were just not adding up and thanks to analytics, I realized that my campaigns were not working for me. I had to go back and relearn the art of B2B marketing and things turned around. Here are three tips that worked for me and I felt I should share;
Tip 1: First things first, develop your buyer’s persona. Ask yourself; who are my customers, where are they online, what do they do online and how is the best way to convey my message to them.
Your buyer personas are potential customers. They are the ones you should be attracting, converting, closing, and delighting. They’re the reason your site exists and the ones for whom you create every piece of content and call to action.
Tip 2: Not all social media platform works for B2B marketing. From personal experience, LinkedIn was my game changer (that was after I had come up with my buyer’s persona). At some point, I came across sales navigator which was the icing on the cake. Sales Navigator goes beyond a passive system. Based on the contacts you have selected, Sales Navigator suggests potential organizations that fit a similar profile. You can also define your territory so that suggestions are limited to your area.
Tip 3: Content is everything. Content is at the heart of today’s marketing strategies as businesses use websites and blogs to demonstrate their own expertise. In the past five to ten years, the web has transformed buying behavior. In the past, if a potential client wanted information on your services he would call your office and engage you or one of your sales team to get the lowdown on your offering.
Today, his first point of call is undoubtedly the internet. He’ll search on Google, check out your website and expect to sign up to article updates or social media feeds to find out more. He is checking to see whom he could best trust to solve his business problem. He expects to find valuable content.