Businesses that sell to other businesses should adopt marketing strategies different from their B2C counterparts. Companies that purchase from other organizations are typically searching for a partner they can trust, whether to purchase the items they need to manufacture their products or to secure the services another company provides.
When marketing to other businesses, you’ll want to prove you’re a credible company that can deliver what your customers need. You’ll need to attract their attention through advertising, but you might not be able to go through the same channels that a B2C company would.
With that in mind, here are six strong strategies to create effective B2B demand generation campaigns.
1. Give Away Essential Tips and Information
Businesses typically don’t make large purchases based on the opinion of a single manager or executive. Instead, they’ll ask different individuals to weigh in on a potential purchase before making a move.
To ensure that your company makes the top of their purchase lists, you’ll want to provide as much information about your product or service as possible. The more details they have, the more likely they’ll be to pursue your company.
You can establish yourself as an authority in your market sector by publishing relevant information that supports your audience’s needs. For instance, if your company provides bookkeeping services to other organizations, you’ll want a large-scale blog that includes tax tips, budgeting strategies, and guidance on managing company cash flow.
When you provide helpful information to your potential customers, they’ll think of you when they have specific business needs that must be met.
2. Make Use of Webinars
Webinars are a great way to build authority in your market sector. You can pick a specific topic, then develop an entire video around it.
When deciding on your topic, you’ll want to pick a subject that customers often question. You’ll develop an outline and key talking points for the session, then invite your customers to join it for free.
Of course, most business professionals are pretty busy, so you may not have many who can join during your live session. Luckily, you can record the webinar and make it available to anyone who wishes to view it later.
3. Provide a Demo to Customers
If you have a new product or service that requires a significant monetary outlay from potential customers, offering free demos is a good idea. A demo lets you show off your product’s key features and explain how it can help your customers with specific needs.
You can provide a free video demo on your website for anyone to view. If your product is more complex, you should ask potential customers to schedule a demo with your product team based on their availability.
If customers ask for a demo, they’re likely preparing to purchase. Make sure you’re prepared for the meeting and be ready to answer any questions they may have.
4. Consider Television Advertising
You might not consider television advertising a practical marketing strategy for businesses, but it can be. Creating a commercial for your local or national customer audience can lend credibility to your brand and help build demand for your product.
If you take this route, it’s vital that you place your ad where your target audience will see it. For instance, consider placing an ad during a business news show if your company offers marketing services.
With television advertising, it’s also important to review your TV viewership data. That way, you’ll know whether your strategy is working or needs adjusting.
5. Buy Display Ads on Relevant Platforms
While display ads usually don’t generate the conversions that a webinar or demo might, they can help to generate awareness of your company.
Consider placing a few display ads on websites your target audience will likely view. For instance, if your company sells payment processing tools, you might consider displaying ads with Shopify or other e-commerce platforms.
Set a display ad budget so you don’t exceed your target spend each month. By doing so, you’ll make your brand recognizable to people in your audience without breaking the bank.
6. Don’t Forget the Power of Networking
In-person networking is still one of the best ways to build your customer base. Find out where your customers congregate and make sure you or your sales team are present.
You might decide to join an industry conference and show off your product at the expo or build your authority by speaking at the event. The more your target audience sees your brand and witnesses what your company has to offer, the more likely they’ll be to purchase from you in the future.
Awareness Plus Trust Equals Demand
Essentially, B2B marketing requires a combination of a strong product and a promotional strategy that establishes your company as credible and trustworthy. Use the methods laid out here to grow your brand (and increase your sales).
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