It’s no secret that the Internet has dramatically changed what denotes an effective marketing solution within the business world today. With social media and websites it’s easier than ever to review dozens of companies in minutes. Customer reviews and product information are available for the public to access, and the competition is steep. Email is the most popular form of communication and the battle to be noticed in the inbox is uphill to say the least.
And if you think all these things do not apply to a B2B company you are sorely mistaken. When it comes to marketing today the methods that have proven successful for B2C companies five years ago are on the rise when it comes to B2B companies.
Thoughts like this can be overwhelming, so the trick is to start small. This blog post will cover three B2B marketing solutions that we feel are important for all enterprises to be thinking about.
Social Media Works!
It’s no longer just a way to keep in touch with your old college buddies and it has proven to be a more powerful marketing solution than we could have ever imagined. So, if you haven’t already, it’s about time your B2B company signed up for social platforms (which is easier said than done if you are new to social media marketing).
What network should you be focusing on? While B2B companies have seen success across the board, leveraging networks like Facebook, Twitter and even Instagram to drive brand awareness and nurture leads, it’s LinkedIn that you should be focusing on.
LinkedIn is the most professional of all the social media networks, creating a trusted environment to build relationships and network with other individuals and businesses. Join and engage in groups to identify new business opportunities. Send out targeted content, through advertising networks to professionals that are interested
Not only are you increasing your chances of developing new business partners, but you are also increasing your search engine rankings and gathering marketplace insights. And did we mention it’s free? Well, it is, and it only takes a few minutes to set up, which means you have no excuse for not giving social media a try!
The Benefits of Business Blogs
When it comes to making your brand stand out among the competition business blogs are the way to go.
Think about the volumes of informative, valuable content your team knows and all the questions you get asked daily from prospects and customers. Why not start compiling that information into blog posts and premium content offers? You can post them to your business blog and share the posts on your brand's social media networks. Next thing you know you’ll be driving readers back to the website all while increasing your site’s ranking in organic searches.
By publishing dynamic content on your blog you will be developing relationships with your readers by educating them, and establishing your brand as a thought leader in your field. Best case scenario: your published content will get shared by your readers on their social networks and linked to in their blog posts, which not only brings your brand to the attention of their followers, but it also increases your value in search engines, bumping your pages up higher in the rankings.
Consistency is an important aspect of blogging. Search engines and readers like to see fresh content that is updated frequently. Consider using a project management tool to plan and schedule blog posts in advance so the posts are staggered and cover a variety of topics.
Target Those Emails
There’s a very good chance that when your brand developed their target personas they weren’t focused on just one type of person. So why would you waste your time and your readers time by sending out one type of email to everyone? Segmenting your email list and sending targeted emails relevant to your personas is a sure fire way to increase your click-through rates, better your chances of the emails being opened and drive more traffic to your website.
And why is that? Because targeted emails are naturally more engaging. And when your emails start becoming more engaging readers come to expect they no longer have to think twice about opening an email from your company. According to TMG Custom Media, 90% of consumers find custom content useful and 78% feel that companies that send out custom content are more interested in building relationships.
Inbound marketing solutions strive to build relationships and targeted emails can be approached in several different ways:
Segment your mailing list for different personas.
Send an offer based on previous purchases or downloads.
Reward repeat buyers with special offers based on their frequency of purchase.
Tailor content based on what part of the marketing funnel someone is in.
And that’s only a few examples! Once you have your email-marketing list really dialed down you may be amazed at the different types of targeted emails you start coming up with.
One major difference with B2B companies that should be considered before you embark on any new marketing solution is that brand loyalty is a lot more difficult to establish. While you should still be focused on developing a relationship, they are looking at you as a means of solving their pain points and helping them work more efficiently. So regardless of the marketing solution, your focus should be on customer service and continuing to offer the best product or service you can.