When it comes to marketing, there are different ways of how to deal with unique B2B customers and B2B marketing.
B2B companies typically sell more complex products with a longer purchasing process. In other words, decisions need to pass through multiple shareholders. With all the moving parts and variables, it is important to come up with a well thought out strategy that will help you appeal to the B2B customer mindset. At beMarketing, we would like to help educate our clients and followers on a few tips on B2B marketing.
Inbound marketing offers B2B companies the best opportunity to build a serious relationship with potential customers. It’s focused on attracting customers through relevant and helpful content and adding value at every stage of your customers buying journey. Potential customers find your business through channels like social media, search engines and blogs.
Since potential customers are going to be finding you through specific channels, it’s important to make sure that your content has substance. Quality content generates the most organic search traffic and this content will help to move your customer through the buyer’s journey. 92% of marketers said their organization sees content as a critical business asset.
A white paper is a considered a high-level marketing document that is typically sent to executives. White papers discuss a specific business issue, product or competitive situation. It’s meant to share technical knowledge with people in the same field. For example, if a company is just starting out and trying to gain visibility in the field, a white paper helps to generate media attention.
B2B companies flourish off communication. When it comes down to it, if you do not have a solid relationship, accomplishing goals may be challenging. Building up that relationship begins with creating mutual trust and constant contact. Businesses want to know that you are reliable and that you have their best interest in mind.
Staying in touch provides reassurance that you are never too busy for them. We’re not talking about sending emails back and forth, we’re talking about phone calls and face to face interactions. If your client does not feel they can come to you with questions or concerns, then that is a communication flaw on your end and should be a major sign that you need to strengthen your relationship.
Very few systematic frameworks exist to guide customer focus. B2B companies need to gain an understanding of what their own customers value. Discussing objectives, completing in-depth strategic research and general marketing can all help develop ways to satisfy unique B2B customers. Remember, no two customers are the same!
The experts at beMarketing are here to help craft the perfect marketing strategy for your company! Contact us today to see how we can help take your marketing strategy to another level as YOUR Marketing Department!