There are some basic similarities between selling to a consumer and to a business — you’re promoting products and services to both.
But there are many differences — B2B marketing can be more costly and complex because several people might be involved in the buying decision and they’ll want evidence of a good ROI before parting with their cash.
The power of persuasion still comes into play — but it’ll probably be based much more on logic than emotion.
However, an effective strategy can combine a few simple tactics — here are three terrific ways to market your B2B business.
- Trade shows
Trust is crucial in B2B interactions — so at least initially, many businesspeople prefer meeting face to face than communicating via email or over the phone.
But visiting individual businesses personally is time-consuming and you’ll soon run out of leads if you restrict yourself to local business networking groups.
So trade shows and exhibitions offer the rare opportunity to meet buyers from a range of businesses under the same roof and provide potential customers with a chance to get a feel for you and your business.
And you won’t waste time with speculative marketing — for instance, if you specialise in construction mortars and admixtures, you’ll find a receptive audience by exhibiting at the UK Concrete Show.
Niche sectors might not run trade shows more than a couple of days per annum — but that might be enough for you to generate business the whole year round.
- Digital
Many SME B2B firms still don’t have websites and their only online presence might be a Facebook page which is maintained irregularly.
But a simple website that’s mobile-responsive and optimised for prominent search terms is a great foundation for ensuring that information on your company is served up to customers on search engines at the moments you can solve their problems.
Hiring an expert digital agency like Attercopia will ensure you’ve got a well-designed website that’s prominent on search engine listings and you’re capitalising on the B2B potential of business-based social media platforms like LinkedIn.
Getting to grips with digital doesn’t need to be difficult and setup costs are usually offset by rapid returns.
When you’re interacting with customers online and in person, it’s a powerful combination.
- Blogging
Blogging is a brilliant way to make your website work effectively for your B2B business, to reach out effectively to customers and subtly reinforce your company values and brand personality.
As a fellow businessperson, you’ve got a lot in common with your potential clients — so informative blogs can showcase your expertise, offer commentary on industry developments and answer trending FAQs.
A good blog cements your authority and reputation online and provides readers with interesting information for free — international shipping blog Maersk Stories effectively markets the company without feeling too advertorial.
So there are three terrific ways to market your B2B business — try them out yourself and your enquiries inbox will soon be bulging.
How do you do B2B marketing? Share your tips in the comments section.
