If your company has a B2B business model, the following tips will be of great help to attract potential buyers through the appropriate channels.
Defining B2B marketing
B2B (business to business) marketing is that which focuses on creating strategies and techniques for marketing products and services to other companies or organizations.
In this way, their communication channels vary a little in terms of B2C (business-to-consumer) marketing. The latter have language and media that tend to be more mass in nature.
To go into more depth about this concept and its characteristics, we invite you to read our article: 5 differences between B2C and B2B marketing
What do we advise you to create an effective strategy?
1. Know your target audience
There are no magic formulas in marketing. But there is a basic principle that has great weight when designing a good B2B strategy: knowing your target audience.
It should be noted that this advice not only applies to B2B companies but also B2C. But, in the business market, carrying out this strategy will be key to creating appropriate content that meets the needs of your potential clients.
Creating a buyer persona or buyer profile will be crucial to know not only what type of companies you are targeting but also within them, who are the ones who really need your product or service to solve some aspect of their daily lives.
For example, if your company offers purchasing management software, your target audience may be operational managers, administrative managers, and purchasing managers. They are the ones who would become the main users of your software even though your product is aimed at the company as such.
If you manage to profile the characteristics of your target audience very well, any strategy, both online and offline, can be more assertive. This includes creating content on blogs, social media and content offers to customer service and closing sales.
How to sell something to someone you don’t know? That is why this step is extremely important before establishing any type of strategy.
2. Create a business profile on LinkedIn
LinkedIn is the platform most used by professionals to publicize their academic and work experiences.
With more than 610 million users, it is a social network where you can interact with business owners and people who make a living in the business world.
In it you can make your brand known and connect more directly with the B2B market, which is the one that interests you.
For it. We recommend you create a company profile, which, unlike a normal profile, you will be able to:
- Create ads.
- Access statistics.
- Find personnel for your work team when necessary.
- Provide a more professional and corporate image to your company.
Hubspot in the following study stated that LinkedIn is 227% more effective for generating leads than Facebook and Twitter.
This gives us a sign of how LinkedIn has become the greatest ally for companies that want to connect with other companies, offering their products and/or services.
In this sense, if you want to develop excellent B2B strategies, LinkedIn is the appropriate channel to achieve this.
3. Optimize your website
Your website is your greatest letter of introduction. This is where you can really convert your visitors and readers into sales opportunities.
If it is optimized with educational blogs, calls to action, landing pages, and contact forms to capture leads and subscribers, it will be much easier to attract the attention of your target audience than to segment yourself and, therefore, convert them into leads.
Most professionals use search engines to find information that interests them.
If your website is optimized for SEO, it will be much easier for it to be positioned in the first results and, therefore, receive more traffic.
We leave you this checklist to diagnose the SEO of your website, which can be of great help to confirm how optimized your page is for search engines.
Considering your B2B strategy, your website must be optimized in the following aspects:
- A fast website.
- Quality content (with data and studies that support the information).
- Success stories.
- Content offers such as ebooks, guides and videos.
4. Promote email marketing campaigns
Companies and their employees communicate through emails to assign tasks, send communications and interact with each other from a channel where information can be better centralized.
In fact, Google and Microsoft offer a complete suite to create corporate emails within companies, precisely because of how important this medium has become.
Based on this fact, business owners and professionals who make up your target audience use their email daily, so creating email marketing campaigns is an excellent B2B strategy.
If web pages, social networks and web articles represent means of interaction that allow you to connect with your target audience, email marketing allows you to create a more personalized relationship. This is as long as your readers and visitors have become leads and have provided you with their data (demonstrating greater interest).
In short, to design an excellent B2B marketing strategy you must offer content and interact with people through the channels that are most used at the business level, such as LinkedIn, email and websites.
Entrepreneur is rarely going to search on Instagram to find out who will be their next caterer for their events. Instead, he’ll go to Google, and check out the reviews for him on Google My Business. Here you can see your online product catalog, get an email and write to them for a quote. This is why it is important that your communication strategy is present in these spaces where entrepreneurs go to look for their next business allies.
