When developing B2B marketing campaigns, brands and companies need to consider several aspects in order for their messages to reach potential customers and achieve the desired effect. Within these considerations, there are a number of mistakes that can make the difference between a good and a bad campaign. This time we are going to see what some of these errors are so you don’t fall into them.
According to various sources in the B2B segment, these are some of the top marketing mistakes to avoid:
Ignore certain social networks
In the digital arena, social networks have become a key area for businesses and businesses. However, many companies in this segment avoid using platforms such as Facebook, Instagram, or other newer ones for their B2B marketing efforts because they believe it doesn’t with professionals like LinkedIn, the B2B social network par excellence.
However, this is one of the most common mistakes people have. The advantage of Facebook is, for example, the large number of active users with whom the company’s target group can be found easily.
It is important not to lose sight of the fact that in this segment you are also working with people who use different social networks, not just LinkedIn.
Use a lot of jargon
With Web FX, one of the main mistakes in B2B marketing is the overuse of jargon.
Most of the companies in this segment show their knowledge of the sector they are in and try to establish themselves as authorities. However, technical jargon can have a negative impact on audiences.
If used too often, the audience may have difficulty understanding the messages being delivered and the content may be overwhelming rather than informative or interesting.
Fortunately, this is a problem that can be solved simply by writing for the audience. When the public knows what is to be taken for granted, news and content can be created that really creates an effect. You then need to consider the level of understanding and education about the industry to make everything more understandable.
Focus very much on the company
As a third mistake in B2B marketing, the same source points out that it’s just the company. If talking about the services or products and the surprising company sounds like a good idea, know that many prospects don’t always want to hear this.
When a prospect visits areas like a website, they only care about one thing: how your company can help them. They want to know how products or services can solve their problems and make their lives easier.
Again, there is a recommendation to check the news to remove the focus on the business and shift it to the problems of potential customers.
Limited to senior executives only
Finally, CGT Marketing advises that one mistake that cannot be made in this segment is to focus only on executives, even though they generally make the final decisions. However, you should know that they are not always who do the work that it takes to arrive at these decisions.
Depending on the size of the company, subordinates are typically those who are involved in the early stages of the purchase decision process, such as: B. in initial research, communication and sometimes negotiations.
With that in mind, you can’t just focus on high-level executives.