We talk a lot about business to consumer(B2C) marketing. But what about business to business(B2B)? What are the difference in a marketing strategy when selling to businesses as opposed to selling to Tom, Dick or Harry? Well, I'll tell you what the differences are, not much. Consider the old adage - Apples to Apples.
When you are marketing your product or server to businesses, remember that real people make up that business, and appealing to those real people is what is important. Just like in B2C, the selling point of your service or product to a business is "how does it help me?" (As in, the how your product/service makes a business more profitable/productive.)
Below are some guidelines to consider when developing your B2B Marketing strategy.
- Your website is one of your most important tools: I could quote you statistic after statistic about website research and purchasing habits of businesses, but what it comes down to is, your website needs to be geared towards the benefits and solutions you provide.
- Content is still king: When you write your content about all the benefits and solutions your product and service provide, don't think that you're done. As people change and trends change, so does your content. Make sure you are adding blogs, infographics and videos. Different people research different ways. Some may be drawn to your blog, while others prefer videos. The more your story is told, the more listeners you'll get.
- Social Media is still important: Social Media isn't for just B2C anymore. Back in 2012, Forbes reported that up to 21% of employees are on social media for 5 hours per week. So if employees are on social media, then you should be there too. Not only to promote you business, but to engage with your customers and prospective customers.
- Pay-Per-Click (PPC), when used correctly, is a valuable platform: Both Google Adword and social media advertising, like boosting a post on Facebook or sponsoring a trend on Twitter, can be a great way to get noticed and drive website visits. Businesses, just like consumers, are constantly searching for solutions on how to be more efficient or more profitable. To get the most bang for your buck, make sure you narrow down your target audience and research the keywords they use.
These are just a few key points to consider when developing a marketing play; just remember that you are marketing to real people in the business. Keep your message real, your content optimized for the reader and place your business where your customers are.