B2B digital marketing involves challenges that are different from marketing to consumers (B2C).
The main reason between B2B and B2C is that it is based on long work processes – both in the sales phase and in the continuous engagement phase. For a professional and effective solution in the B2B market, it is important that the digital agency has a background in B2B marketing.
Business-to-business sales are often decided on by a variety of parties within the organization, rather than by a single end-customer. As a result, the sales process will be longer and more complex, and there will be different levels of persuasion involved. Since decision makers spend many hours on the Internet and social networks, it is crucial to motivate them using a variety of tools.
What are the characteristics of B2B marketing?
Multiple offers – our customers receive offers from multiple sources, which makes our competition difficult. As soon as we locate the customer and contact him, we must deliver an excellent offer that goes beyond a nominal amount and clearly reflects the company’s values.
Clear business benefit – B2B customers, unlike B2C customers, make purchases based on long-term considerations, with the bottom line being that their goal is to improve ROI. Therefore, in order to be successful in B2B sales, it is important to clearly present the business benefit to the client and how it will be reflected in reducing expenses and increasing profits. For instance, a high-quality product that is durable and will not need to be replaced often, resulting in reduced costs and a higher profit.
Long sales process – as mentioned above, the B2B sales process is longer and more complex, and therefore a bigger challenge. However, through effective and professional marketing in addition to excellent human relations and chemistry – it is definitely possible.
How can B2B marketers succeed?
Digital marketing for companies in the B2B segments is a long-term process and in some cases requires patience and determination. We believe it is important to create quality relationships with potential customers or partners, and we do this in three stages: building trust between your brand and the potential customers, creating quality and professional content on an ongoing basis and building quality data and a network of contacts that will help us increase the exposure potential.
One final note about content – businesses that target business audiences require top-notch content to generate results. As a result, we ensure that you regularly publish news from your field and updates relevant to your target audience, personal branding, maintaining a uniform language that is adapted to your audience, and creating emotional and personal connections via “storytelling”.
Which marketing strategies work best for B2B businesses?
Businesses that market to other businesses are required to invest in their differentiation through quality branding, as well as in the creation of a sales and marketing process based on familiarity with their clientele. Business customers may be pickier than end customers, but more than that, they understand how businesses work – for better or for worse, know marketing methods, and understand that we – like them – want to make a profit. Therefore, creative and original marketing is needed to convey credibility and seriousness, among other things.
SEO promotion – before starting promotion in the search engines, it is necessary to have a website or at least a landing page with your personal domain that can be promoted. Usually, when it comes to a business that provides a service to a business, the volume of keywords and expressions is more limited. Therefore, there is a need for quality content that includes as many relevant key phrases as possible. SEO is a continuous process that does not stop, as long as you want to promote yourself at the top of the search results. With regard to this, it is worth remembering that unlike conversions coming from a B2C website, conversions coming from a B2B website are conversions that are worth a lot of money and also have the potential for a long-term business relationship. Therefore, the investment is super worthwhile.
Social media marketing – similar to B2C marketing, the best way to create a network