B2B marketing is a Bermuda Triangle when it comes to digital marketing strategies
Suddenly people’s brains disappear and they have no idea what to do. But never fear, Shay is here!
Winning B2B is not all about the sales department
Sure, your ultimate goal is to sell, I mean, that’s how you pay at the supermarket, right? But an important issue many of us are forgetting, is that since you probably have at least a couple of competitors out there, our products will probably be similar, if not the same.
Add to this the fact that the modern buyer is much smarter, more informed and quicker to draw his cellphone to do a quick Google search, than a few years ago, and you got yourself another closing business.
Just like hosting services, office suite apps, cloud services and real estate agents, all of those offer the exact same product, but a really important difference is the CX.
Since customer experience is the future of marketing, and any good businessman knows that the real money hides in returning clients, the post-sale customer service is so important, it might actually make the difference for fence-sitters.
Let them know through your communication channels
A great way to convince people that your product is the way to go, is to show it off on your marketing channels, like social media, for example.
A survey showed that 72% of the B2B salespeople who use social media report that they outperformed their sales peers, and more than half of them indicated they closed deals as a direct result of social media.
Source: Harvard Business Review
So here’s a quick recap of the standard 5 traditional marketing strategies, applied to B2B digital marketing:
Direct marketing
An international favorite for B2B marketing at the moment is LinkedIn. The reason being is that LinkedIn brings the highest quality leads, thanks to it’s fantastic ad aiming and user mindset, but it also has one of the highest CPC value of all social media platforms.
Learn how to master LinkedIn’s ad aiming and use their recently launched Insight tag for remarketing, so that any prospects will convert into leads with direct marketing.
Advertising
This one’s easy. Since the copy on your ad is super important, make sure you describe your offer as well as you can, and place it in the right places so that you get the highest CTR money can buy.
Pro tip: Remember derived demand, and place your ad where your B2B buyer is researching his B2C markets for extra clicks!
Sales promotion
So again, since many B2B’s have the exact same product, a great way to convince fence-sitters is to offer them a lower price than your competition. Add free extras to your original price if you can’t go lower, and send discounts even via email to your leads so that they will check your offer out.
