There are two types of businesses, B2C and B2B. B2B is 'Business to the customer' and B2B is 'business to business. B2C businesses sell their products or services directly to consumers, whereas in B2B businesses, other businesses are customers. The audience and the customer base are different for B2B type businesses, therefore the marketing strategies need to be different too. In this article, we will talk about catering to organisations and companies rather than individual consumers.
There is a lot that marketing professionals need to consider while curating a B2B marketing strategy.
Most Digital marketing agency(s) plan and execute marketing strategies for both B2C and B2B. Earlier marketers used to identify the prospective buyers or customers and send a persuasive message or a proposal that could convert. However, the B2B marketing spectrum has broadened. With digitization, companies too have turned toward the internet to find the services they want. So, the internet presence for B2B business is now as important as it is for B2C.
Let’s look at aspects of an effective B2B marketing strategy.
Research is the key to any marketing strategy. Thorough research about your own product/service and the target audience is of utmost importance. It helps in making an informed decision backed by the facts.
2. Brand Positioning:
Start with positioning your brand. Answer the 5Ws and 1H (What, Where, Who, When, Why and How) and decide where your product stands in the market. Identify the USP (unique selling proposition) of your product. It will give you an edge over your competitors. Think from the customer's perspective.
3. Identify Audience:
Move ahead and identify your audience looking for the product/service you are offering. Find out what drives the demand and the best channel to reach the customers. Also, make Audience Personas so that segmentation and development of marketing strategies can be streamlined. You can use this free tool by Hubspot to make Audience Personas.
4. Influencer Marketing:
The pandemic changed the shopping dynamics. People have shifted to online platforms to shop, and social media is playing a big part in it. Shopping directly from social media is a new normal with the market increasing rapidly. Therefore, influencers play an essential role in B2B marketing strategies. Marketers want their products and services to show on social media, therefore, influencer marketing is becoming crucial. It is estimated that influence marketing will become a Billion Dollar industry by the end of the year.
5. High-Performance Website:
Having a well-designed website is essential for digital marketing. A Web development agency could be of use here. It establishes trust and credibility in a brand. Most buyers prefer to visit the website before purchasing. Consider it as a hub of the digital presence. It is an easy and straightforward method to share information about your offerings. Having said that, the website needs to be engaging and responsive. A well-designed website has a recall value and action-driven approach. You can make your website through tools such as Wix, WordPress, Shopify depending upon your requirement. But, if you want your website to be built professionally, you can always contact us.
6. SEO Strategy:
The website needs to be well designed but also discoverable. Web browsers come up with thousands of results every time we search for something. Therefore, SEO comes as a blessing for marketers. Having a properly planned SEO strategy is a must for marketing today. There is SEO agency(s) that aim at optimising content so that the website can appear in the top searches.