Powerful B2B Marketing Tips for Growing Your Business any marketing strategy is the same. If that’s what you think, there is still time to change your mind. Every business model has a specific marketing strategy. Likewise with business to business or B2B.
What is B2B Marketing?
B2B marketing is a marketing activity that occurs between business people and other business people. Products marketed are usually industrial goods or capital goods. A businessman sells his products or services to other business people to improve performance or maximize the achievements of the business owner’s customers.
From the description, it can be seen that selling to business people is of course different from consumers. We briefly discussed this difference through the article 5+ Differences in B2B, B2C, & C2C Marketing that You Must Know. Now is the time for us to focus on discussing B2B marketing.
Below, you will find B2B marketing tips to grow your business more effectively and efficiently.
1. Target specific customers
Every business needs to determine its target customers. That way, a brand can allocate the right energy, effort, and strategy to attract consumers. This method also makes marketing efforts more effective and measurable.
However, in the case of B2B, targeting customers becomes easier. The nature of the B2B business itself tends to be specific, so you must have an idea of who will buy from your business.
Even so, it’s good to make a target market plan. In fact, it’s even better if you list the customer personas for your business.
Unlike the general target market, customer personas are much more specific. When the target market lists location, religion, age, gender and income. Customer personas explain the target market items more deeply.
To create customer personas, you need to explain in more detail information about customers. For example, background, income, career goals, hobbies and interests, reasons for using the product, to the biggest fear in life.
You can put some similar customer personas data into one. Usually the data is named after the name of the person. That way, you can easily designate the types of customers you want to target with promotions.
If you are still unsure about this method, try to remember. Selling a product or service to everyone is futile. This will only consume your energy, time, and money.
It would be better if you focus on developing your branding character and using marketing strategies to people who really need, want, and are interested in your brand.
2. Build long-term relationships
B2B businesses certainly have a different transaction cycle from B2C. B2C transactions generally take place quickly because the decision to buy or not is determined by the customer.
On the other hand, B2B has a longer transaction cycle. B2B business consumers need to consider many things before making a transaction. The value of B2B transactions can be enormous and if the customer is not satisfied, it will be very costly for the customer as well as damage to your reputation.
Therefore, investing resources for salespeople is something that might be done. The existence of a salesperson or sales assistant will help consumers get the right information and products for their needs.
In addition, the sales assistant will give a personal touch compared to transactions via the website. But you can also combine a salesperson with your website, namely through telephone customer support.
All of these things will help you build a long-term relationship. Because, you provide options for consumers to communicate personally.
So don’t expect customers to buy from your business right away. Know that B2B businesses do have a longer cycle. Then, focus your marketing strategy on personal communication. That way, you can build long-term relationships with potential customers.
3. Prioritize customer satisfaction
As a business owner, you want your customers to be satisfied. You produce goods with the most sophisticated and complete features possible. Plus, you create promotional content that is as compelling as possible.
However, you need to know that the concept of customer satisfaction is not limited to products and promotions. So that you can achieve a more complete customer satisfaction, let’s look at the cus model tomer journey is below.
In a business transaction, there is something called a customer journey. This is a consumer journey from getting to know the product to becoming a regular customer.
Then what needs to be done?
You need to make sure your marketing strategy covers all customer journeys. For example, you can place an advertisement banner on the internet in the pre-trigger phase. Then you can display product features, customer testimonials, promo coupons, to free trial features in the trigger and consideration phases.
The marketing strategy also doesn’t stop when customers buy products. After that, you still need to make product usage instructions, business-related content, and do email marketing.
You can also make products according to the season, free products, to exclusive access to products and content. This can all be done to ensure consumers become loyal customers.
4. Customize customer requirements
Apart from ensuring customer satisfaction, B2B businesses also need to match customer needs. Later, this will relate to your business’s long-term relationship with consumers.
Say you have a souvenir and office supplies printing business. Your business will get a plus when you succeed in, say, printing a logo on the product ordered. You can also fill orders for souvenirs in various forms.
The ability to match customer desires is very important. The graph above shows that 68 percent of B2B businesses make adjustments to the products they offer.
The adjustments made were not limited to price (30 percent), location (31 percent), business size (39 percent), but also career path (53 percent) and content enjoyed by consumers (66 percent).
Seeing the many B2B businesses that make this their strength. You also start to have to think about how to match the desires of your customers with the products or services you offer.
5. Create a blog
People now rely on the internet to find and get information. If your business is not on the internet, you are missing a great opportunity to find customers.
All right, you have “registered” your business through social media and websites. But is that all enough?
Unfortunately, not yet. You need a story to make potential customers more interested in you. In fact, it is more than that. Stories are needed so that you have a close relationship with your customers and have a long-term relationship. Two important things in a B2B marketing strategy.
leads for b2b marketing
In fact, B2B businesses that have a blog get 67 percent more leads than those who don’t. Of course you need to take advantage of this opportunity.
So what do you need to do with a blog?
You can tell about your business vision and mission in a more personal way. You can also share tips, insights, and content about your business. On the other hand, you can also share inspirational stories from business owners and customers alike.
6. Create a careful pricing strategy
Price is one of the crucial elements in marketing. Therefore, you need to carefully determine the price of the product or service that the business offers.
Before determining the price, of course, you need to calculate how much production costs up to the break even point. Next, you need to survey product price ranges in similar industries. Only after that, you can determine the appropriate price.
Pricing below the market price is likely to be risky for the business. Prospective consumers may think that the products offered are made of cheap and less quality materials.
Worse, you’ll end up with customers eyeing low prices. In the long run, this just isn’t going to be in your favor. Businesses will find it difficult to grow because customers are only concerned with price, not quality of products and services provided.
Apart from the matter of selling price, there are several other things to consider in a B2B business.
First you need to create a negotiation space. Unlike B2C, which has a fixed price, B2B businesses allow customers and business owners to negotiate prices. This is one of the advantages of B2B practice. No need to worry, the transaction value is large and there are not enough competitors, allowing you to be able to determine profits flexibly.
Second, clearly state the price and features of the product. This is the first step in establishing a trusting relationship with the prospect. When you clearly post prices and product details, more serious customers will contact you.
Third, offer a variety of payment options. This payment option can mean the bank account used for the transaction. However, there can also be payment options in the form of an installment program or a repayment system. You Should Know
7. Adjust the content marketing strategy
B2B and B2C marketing strategies are very different. B2C businesses seem to have no restrictions on how and where promotional efforts are carried out. B2C businesses can use all mediums, from Faceook, Twitter, Instagram, YouTube, and LinkedIn. This is because the B2C target market is very flexible and uses a lot of social media.
Unlike the case with B2B. The B2B target market is more selective in using social media. The impact, you also need to be more selective in running promotional campaigns. This is to avoid wasted resources.
From the chart above, you can see what channels are often used in
B2B marketing. Choose a few channels that are most effective for your business. After selecting you can use it to share business blog content on it.
You can also combine video marketing and visual content according to the character of the selected social media channel. That way, you can maximize the marketing strategy in the chosen medium.
8. Build networks (networking)
Building a network is one of the B2B marketing strategies that is specific and effective. Noted, as many as 45 percent of B2B businesses network through groups and events. This method is even more popular than newsletters, online communities, affiliate programs, and others.
Competition in the B2B business is not as busy as B2C. However, that is precisely the reason why you need to network.
With quite a limited number of options, you need to clearly demonstrate the strengths of your business compared to the competition. With networking, you can build relationships with potential customers more socially.
This kind of personal approach is usually effective in attracting customers to buy the products or business services that you offer.
Marketing strategies can look similar to one another. But if you look deeper, there are differences that make one strategy more suitable for certain business segments, such as B2B marketing.
Now, you know what marketing strategies are suitable for B2B businesses. Hopefully this article can help you create a more effective promotional campaign. With that, your promotional efforts can end up in more sales.