Marketing targeted to businesses (B2B) and marketing targeted to consumers (B2C) are two different ball games. General marketing strategies keeping the consumer in mind would not work with B2B marketing as they are separate spaces to operate in. The buyers are often c-suite or director-level personages from companies, so you need appropriate strategies to score a sale.
The B2B sales cycle tends to be longer, offering solutions for problems like logistics, diagnostics, equipment needs, sales, marketing, or operational issues. So, the relationship between the client and the company needs a better personal touch. Not just that, the quality and presentation will matter as the businesses need to feel like you will provide long-term value to their company. So, your solutions must be persuasive, relevant, and helpful to achieve that goal.
However, there will always be mundane and monotonous marketing tasks that take up most of your time. Whether going through analytics or making reports, it slowly eats away at your creative side. With marketing automation software like HubSpot Marketing Hub, you can easily automate most of these tasks with just a few clicks. It has features like customizable CTAs, segmentation, lead qualification, website visitor tracking, and more that are tailored to fit B2B and B2C businesses.
With that in mind, let us look at five B2B Marketing practices that you need to adopt in 2023.
1. Niche-focused Marketing
Any audience will gravitate more toward a specialist than a jack of all trades. Find your niche and cater a lot of attention to it. Market yourself well in that niche to make you one of the authorities. This will help you stand out from the crowd and stand above your competition.
Since you will provide solutions to businesses, you need to ensure that they feel you will be perfect for the role. You can create a unique experience for your clients by pointing out how your brand and services stand out and will efficiently cater to that focused problem area.
You also need to make use of avenues such as blogs, webinars, podcasts, and conferences to put your content out and establish yourself as the thought leader of your domain. This will help you establish authority and goodwill in the market more quickly.
2. Target Millenials
With the new generation comes new faces and ideas. Millennials are exceedingly passionate and ambitious, with many successful startup ventures. Also, with the generation change, the people deciding on a business are likely to be millennials. So, you must choose whether to tap into the vast potential or stagnate and slowly fall behind in the race.
So, do not be tied to your old ways. Optimize your B2B strategies for the younger generation. A few would be faster response time, easy mobile experience, social media marketing, etc. So, keep them in your mind while you are targeting a client.
3. Dynamic Website
You need to help build your website in a way that allows customers to see you as an active and vibrant business. A website is the cover of your business, and people will judge the book based on the surface—especially clients. If you change or update your website infrequently, the companies will feel like you have not grown.
It would help if you considered adding landing pages to your website that can target a specific targeted audience. They can also become a great avenue to share a particular discount or promote a new product.
Regular content publication is also a massive part of it. You must update your blogs or social media content regularly and embed them on your website to show growth and movement.
4. Social Media Strategy
Most discussions happen online, and most of that online discussions happen on social media. So, you need to be a part of it. However, in B2B businesses, the content you put out needs to be valuable, informative, and resourceful if you want to gain the attention of the corporations. You will be working with seasoned industry experts as clients, so you cannot just write one catchy line and call it a day.
You can use professional networking sites like LinkedIn, Quora, and YouTube to get the word out. Regularly publish resourceful content, so your company can be seen as the same if they face issues and think of you. Also, you need to manage your reputation and review feedbacks and comments, negative or positive, to resolve or acknowledge them quickly. This can save you from a lot of harm to your brand image in the future.
5. Use B2B SEO
SEO plays a big part in any marketing. You can only gain traction by optimizing your SEO to B2B needs. You need to get the top ranking to get considered for a requirement.
The most significant way to get to that is by making your subjects industry-specific and high-value and aligning them with the user intent. Search engines are growing sophisticated in handling these matters, especially in B2B, where value and strategy are everything. The tactics you need to keep in mind are- intent marketing, search audit, earning backlinks, metadata optimization, etc.
So, what are you waiting for? Start implementing these strategies to see a result soon.