If you are like many business owners, your goal is to generate more sales, leads, and engagement on your marketing platforms. Your specific goals will depend on your industry and type of business. Generally there are two types of companies: B2B and B2C.
B2C stands for “Business to Consumer”. B2C companies develop products or services for individuals. Think clothing stores, pet supply retailers, Netflix, or any place a person can offer a physical product or service.
The other type of business is B2B, or “Business to Business”. These organizations create products or services for companies or organizations. Examples of this include email marketing, live chat support, and themed businesses.
There is a middle ground by which one of these instances could be transferred to the other. For example, a personal blog owner can find a theme company for their website. However, the fact remains that the product is designed to help the brand and, by extension, the individual.
Today we’re going to look at different B2B marketing strategies you can use to grow your brand.
1. Understand your customers.
We mentioned that B2B companies are focused on helping other businesses rather than individual consumers. Hence, it is important to understand the industry that you want to target.
Imagine wanting to promote your product or service when you have no idea what problems other companies are facing and what they are trying to achieve. Your solution will not be easy for you if you do not understand the problem.
Fortunately, there are many ways you can start researching your audience today. We encourage you to first check your customer feedback and satisfaction forms. You can learn a lot about your audience by looking at what company representatives have to say.
For example, if your company is creating themes for other websites and has frequent complaints that there aren’t enough designs to choose from, you have identified a weak spot. Your audience wants variety. When you consider this factor, you can grow your business. Create new topics and present them. Don’t forget to highlight the number of topics available in your marketing collateral.
As you learn more about the companies that use your product, you will discover new areas where you can improve and optimize your product.
2. Actively build an email list.
Once you understand your audience, it’s time to start thinking about your lead list. All companies in B2C and B2B markets need leads to be successful. The best way to generate more leads for your business is to use email marketing.
Email marketing has 4,400% ROI, which makes it one of the best ways to connect with more prospects, and B2B companies tend to have 47% higher open rates than B2C companies. As someone selling a product to another company, you have to enter this arena if you want to see explosive growth.
Additionally, only 25% of all consumers who visit your website are ready to buy. When you connect with prospects via email, they’ll be warmed up and one step closer to the customer.
You can generate more email leads by placing a visitor contact form on your website. Let them know what to expect from your newsletter. Add a promotion or exclusive lead magnet to improve your chances of attracting new subscribers.
Don’t forget to contact your followers on social media to see if they have signed up. There’s a good chance the bulk of your Facebook audience found your brand through a friend and didn’t subscribe to your email list. A simple message on your timeline with an incentive to subscribe will help you build your lead list.
3. Segment your audience.
Now that you are generating leads from companies interested in your product, it is time to segment your target audience. Lead segmentation is when you divide your subscribers based on their buying habits, personality traits, or goals.
For example, a sports store would segment its content separately for soccer and baseball fans. The goal is to improve personalization and get more people to engage with your brand as they get content they want to read.
If you’re a B2B company, you may want to segment your list based on what customers want your product to achieve. For example, if you run a live chat company, find out if the companies looking at your brand need a company that can provide in-depth technical support or just redirect users to relevant blog posts. Both problems have unique solutions. By segmenting your list, you can cater to any need and deliver personalized results.
You can segment your target audience by encouraging your customers to answer questions on your registration form. Let’s say someone signs up for your live support newsletter. You can add a field to the form asking users exactly where they need help with their service team.
Segmenting your audience will help you learn more about the people visiting your website. This step will help you with the advanced customer research that will allow you to create personalized content and promotions.
4. Work on your SEO.
Search engine optimization, or SEO, is critical to the success of your B2B company. Brands use SEO to increase the quantity and quality of leads that visit their website. This strategy goes hand in hand with intense marketing campaigns and large product releases. In other words, your website needs to be user viewable if you want to see more growth.
There are two types of SEO strategies that you can use. The first is called on-site SEO. This technique involves improving your website in order to improve your SEO score. You can work on reducing your page load times, submitting your sitemap to Google, and using the right keywords in your blog posts, URLs, and throughout the rest of your website.
Off-site SEO is a little trickier. You can improve your off-site SEO by writing compelling content that will add value to your readers. If you say something important about your industry’s next breakthrough, companies will likely be sharing and using the link in their content.
You can also work with other publications in your industry. For example, if your business is a live chat service, you can partner with a communications company by writing content for their blog. You need to write content that will entertain or educate the readers of the other website while adding links to your own content.
When these practices are done ethically and correctly, you will improve your SEO score. As a result, you will likely generate more traffic, sales, and engagement.
There are many similarities between B2Bs and B2Cs, but there are certainly differences that should be pointed out. When you view companies as your customers, it is much easier for you to create marketing materials and content that suit the needs of your subscribers and customers. The more time you spend with customers, the easier it will be for you to read their needs in the future. As a B2B company, you need frequent interaction and engagement with your audience to keep track of your industry. With the methods mentioned here, you are well on the way to growing your B2B company.