Marketing your business toward other businesses takes on an entirely different set of rules and practices for effective networking, relationships, and, hopefully, sales.
If you chose the alternative route in your business, here’s what you should know:
- Know the Players. Business owners are required to put out a lot of information which is your gain when it comes to knowing the individuals you’ll be doing business with. Use legal forms, taxes, business registration documents, and profiles to learn as much about your potential clients so you can create greater connections.
- Go Logic. Customers buy on emotion, business owners buy on logic. When selling, show the logical side of your product because fellow business owners want to see how it will effectively fit within their business model or how their employees can best utilize your product to increase sales and productivity.
- Pivot the PPC. There’s always more information about a specific business that you can learn vs. an individual customer; in PPC, you can conduct B2B marketing campaigns that specifically call-out the business owners by name, employees, competitors, and more. You could target specific business keywords that relate to a single business (dropping your PPC costs and increasing your targeting).
- Redefine the Content. You’re not trying to educate readers, of your business blog, about the little nuances of your products in hopes of converting them to customers. On the flip side, your business blog is much more about the state of the industry, how your product effects businesses that use it, and results of your networking. White papers, research reports, and case studies are your go-to content source for a great B2B blog.
- Professional Social Media. Your social media tactics change when you make a shift between customers and business owners. LinkedIn will be your best source of B2B leads because it’s the juggernaut of the “business social media”. Facebook is highly effective to gain insights about your leads and how they operate their business openly. Twitter can make for exceptional chats and updates that may spark a relationship with fellow business owners.
All-in-all, B2B marketing is much more about creating a life-long business relationship with other business owners. You should see your networking as if you’ll be doing business with these individuals for the rest of your life. Nurture and grow your relationships through the items mentioned in this post but always remember that you’re interacting with a fellow human being and that benefits and value must be traded between both parties.
What tips do you have about B2B marketing?