Companies that sell B2B can often overlook the need to market their wares. B2B businesses can sometimes put themselves on the same level as their clients, forgetting that those clients are still customers. If you offer a core product or service, it’s easy to fall into the trap of only responding to inbound sales, but if you take some time to prepare a thorough B2B marketing strategy and the steps to implement it, you can maximise your touchpoints to boost uptake and, ultimately, profit. Here are some suggestions to consider:
Start by integrating your CRM with your website
Customer relationship management software is integral to keep on top of your communications with clients, helping you know where they sit in the sales funnel, their preferences and sales history. This is all vital data that helps you offer the right product at the right time, and in the right way. With your customer data and products located in the same place, it’s easier to segment your customer base and offer targeted, personalised communications and upsell appropriately (i.e. in advance of a contract term ending or personalising product picks). Remember that B2B customers want to know how you can offer something your competitors can not, and how you can benefit their bottom line. Your CRM can hold information about personalised price points and offers, helping you win them from the competition and offer a seamless means of communication to retain them for longer.
Make the best use of social platforms
Social media is key to connecting with your B2B client base, but make sure it is in tune with their online habits. Once you know the demographic of your clients, look at the platforms which can best be utilised to reach them. If you have a wide client base, this might vary, but some of the most popular social platforms for B2B marketing are LinkedIn, Twitter, Facebook and YouTube. Remember to tweak your tone through your choice of language to suit the platform too, as well as your own brand voice (you may have more than one depending on the different types of businesses you service and products you offer). Twitter and Facebook are much more informal ways to promote your product offering and are great for riding trends, while LinkedIn attracts professionals at a higher-management and executive level who will appreciate more insight-led thought pieces.
Utilise the full repertoire of content
Key to any marketing is content, and that’s no different when it comes to B2B marketing. Don’t limit yourself to one area as all types have a role to play, depending on the nature of your business. Blog posts can get across time-sensitive insights such as releases about new product lines, promotions and behind-the-scenes looks at what your company does. For those who want to pitch themselves as leaders in their field and build a strong client base founded on this, research-led whitepapers and surveys/analysis displayed as infographics are a great tool to show your expertise and can be published for download on your website and promoted via social channels.
Email is another tool in your arsenal to both share content and promote your activities on other channels. 93% of B2B marketers use email, so if you’re not, you’re missing a trick. You can run email-led masterclasses where clients sign up to receive daily or weekly tips straight to their inbox, as well as use your regular bulletins and newsletters to share product picks based on preferences and past buying habits, all with the help of your CRM.
This is a whistlestop tour of some basic B2B marketing tactics and strategies. If you’d like to know more about how CDA Group can help, get in touch today.