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As a small business looking for B2B sales, your go-to-market strategy has to identify audience targets, their pain points, their preferred communication channels, and tactics for ongoing business development.
With so many tools, tactics, channels, and approaches now available for B2B marketing, it’s difficult to know which strategies work for your industry and solution.
With an often limited budget, you wonder if you should invest in CRM software and email marketing software or direct your dollars toward social media advertising campaigns and video production.
And, adopting the same marketing strategies used by companies that target consumers won’t work.
Our guide defines why B2B marketing strategies have to be different than B2C marketing strategies, what to consider before developing your B2B marketing strategy, and the best strategies to use for your small business.
B2B marketing is a segment of marketing 101, and is the process of marketing your products and services to a business or business owner rather than to a consumer audience. The products and services offer solutions for problems faced by a company.
These solutions could address the sourcing of materials, logistics, equipment needs, quality issues, sales and marketing to their customers, or operational inefficiencies, just to name a few.
B2B marketing tends to involve multiple purchases over time, so the need to segment, deepen, and personalize relationships is even more important.
For example, supplies and service contracts may span months or even years, generating ongoing revenue. As a result, the expectations about what a company can do for that business or business owner are much different than for a company that makes a one-off sale to a consumer.
Although B2B marketing has been changing and moving more toward digital marketing strategies, traditional marketing and personal selling techniques are also commonly used.
In moving to the digital environment, more companies are discovering new ways to target prospects -- from LinkedIn ads to search marketing, YouTube channels, and Facebook pages to mobile marketing, remarketing, and analytics.
These strategies may be a lot to take in for a small business owner like you who may have hesitated to dive into digital marketing. There are a lot of options and tools to use, so it can be a challenge to pick the best ones.
So before you jump in and start implementing a handful of B2B marketing tactics or fill your marketing toolbox with every conceivable platform and app, consider these factors related to your specific business.
Before you delve into a B2B marketing strategy, it’s important to define what you are offering because it will shape your tactics, messaging, and channel outreach.
Specify whether you are offering a product, service, or a combination of both.
Determine what type of value your target audience wants. A B2B customer seeking fundamental value is solely focused on the value the product or service delivers, while a total value prospect wants that and more -- like an exceptional experience.
This information can then inform how you position your B2B product or service in the market as well as directing your marketing messages.
Before formulating your B2B marketing strategy, research your target audience and get to know their pain points from the inside out. You need to know what they need and if you can help them.
You’ll also need to identify what makes you different from your competition. Having this intelligence prior to creating your B2B marketing strategy can guide the kind of messaging, channels, and engagement tactics you select.
Now that you are more clear on exactly what you offer, the next step is to learn more about the types of strategies you can leverage in your small business.
As you go through this list, some digital marketing tips and strategies may be more applicable to your business than others, depending on whether you offer a product or service.
We previously recommended doing some upfront research prior to developing your B2B marketing strategies, but you also want to continue this tactic throughout your B2B marketing program.
Research helps you understand your clients, their needs, the environment that impacts those needs, and how any competition might pose a challenge to your efforts.
Your target audience is more likely to spend their money with companies that make them feel unique and give them personalized attention. And you want to differentiate yourself from the competition.
That makes niche targeting and market positioning strategy a critical component of a successful B2B marketing. Find an area where you can provide a specialized solution and experience for your prospects.
If a prospect visits your website and sees that nothing has changed in the last few weeks or months, they won't feel confident that you are an active, vibrant business.
With no new content, there won’t appear to be any value in returning to the website in the near future. This is exactly what you don’t want to happen, so you need to transform that static website into a dynamic website that customers and prospects want to visit often.
You want to be discovered quickly by prospects as they search the Internet for someone to help them alleviate their pain points. Your Search Engine Optimization (SEO) strategy needs to consider on-site tactics that leverage specific keywords within your website.
Additionally, consider using off-site strategies through links in outside articles or social media posts that point back to your website.
Social media is not just a place for consumers. More businesses are using social media to connect with colleagues, consultants, and vendors. You need to be on these social media sites, joining in discussions, following your target audience, and sharing your solutions.
From review sites to professional social networking sites like LinkedIn to previously consumer-focused channels like Facebook, YouTube, and Instagram, you’ll find more prospects here than in many other online environments.
You may be concerned that advertising is too costly of a strategy, considering your lean startup or small business budget. However, there are ways to get a significant return for your investment since online and social advertising focuses on highly targeted campaigns.
While Search Engine Marketing (SEM) like Google AdWords and Facebook ads tend to be the most expensive, you can also consider other social media sites like LinkedIn and industry websites that offer package deals.
Look to your professional network to see where you can get a boost from those who trust what you do and can share your solution with those in their network and beyond.
These referrals can deliver a significant increase in credibility and reach.
Customer Relationship Management (CRM) is a system that combines database management capabilities with data insights about your customers and prospects. Some of our favorites include Insightly, Agile CRM, and Pipedrive.
This in turn can inform both your marketing and sales efforts. You can more effectively track what your customers are doing and when they buy, what drives purchases, what makes them unique, and when to follow-up, so you can personalize and target more effectively.
As a small business owner with limited resources, these marketing strategies may all sound promising, but they are also are time-intensive.
That’s where technology can step up and take over some marketing tasks through automation.
Not only can you gain time and money through a solution that reduces or eliminates repetitive manual processes, but you can also add further efficiency through a centralized system that can oversee all these marketing strategies.
From social media and your website to email and online ad campaigns, you need to measure the results from each B2B marketing investment you make. Take advantage of free or low-cost analytics tools that are part of what you may already be using.
If you have a Google account, you can tap into Google Analytics. Or, you can use the analytics tools that come with your Google AdWords, LinkedIn ad, or Facebook ad investment.
Your B2B marketing strategy will evolve over time as the needs of your audience change and as you become more effective at putting these strategies into action.
Constant improvement is the hallmark of any successful B2B marketing strategy. As the pace of change continues to accelerate, if you make it a regular practice to assess and revise, you will be able to keep on track.
Our Small Business Expert
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