If you work in the industrial or business sector and have clients from other companies, you are certainly familiar with the concept of "B2B", a contracted form of the term " business to business ".
Selling to businesses is quite different from selling to the end consumer, which is why you need to think about marketing strategies that work in the context of "business that sells to another company." That is: you need to use B2B marketing.
Know the most effective B2B Marketing Strategies on the market!
New technologies are ideal communication channels to disseminate and promote products and services. Nowadays, everyone searches for information on the internet, including company employees when they need to purchase products and services for corporate purposes.
With this, investing in digital marketing is an indispensable strategy for anyone who wants to succeed in the B2B world.
We have selected the most effective B2B marketing strategies on the market for you.
Check out this post 11 B2B marketing strategies that can help your business effectively sell to the corporate world.
1. Content Marketing
On your company website, invest in a blog, a space where you can spread content about your industry. The content will mainly be in text, but can also (and should!) Rely on graphical and even audiovisual elements.
The blog with well-made content and, most importantly, with original content, will make your company gain visibility in the search engines, in addition to putting its brand as a benchmark in the branch of action before other companies and clients.
Blog access can be used to capture information from people who are interested in your company. By using marketing automation tools, plugins or forms, you get to know who visited your page and even where that person works, thus raising valuable information.
2. Social Networks
Replicating content from your website on social networks is the second step for the B2B digital marketing strategy to start. This is a way to reach more people and strengthen the identity of your company. When we think about the professional environment, the 2 most used social networks are Twitter and LinkedIn.
The first one, Twitter, is good for capturing leads. In this network you can, for example, fix a tweet with the link to a free ebook posted on the corporate blog. In return for getting the material, you can ask people to inform you of your personal and professional data.
Already LinkedIn is undoubtedly the leading professional network in which you can apply this and other tactics to attract a lot more qualified traffic.
3. Email Marketing in B2B
Email marketing is already more than consolidated in any B2B marketing plan, since it is one of the strategies that works best for companies. Almost everyone uses email and opens it every day, so we're used to receiving advertising on that channel.
But for this action to be more assertive, it is advisable to target who gets the information about your company.
For example, if you exhibit at trade shows or conferences, you surely capture data from people who work in the same industry or in related areas. With this data, create mailing lists based on specific criteria: for such people I can sell such and such a product. So, the chances of the person opening the email marketing and actually acquiring the product / service will be much higher!
Ready to set in motion a B2B marketing plan? To start digital marketing strategies in your company, you can set up a small internal team, or you can hire a specialized marketing agency . But do it as fast as you can because your competitors are definitely doing it!
Did you know that 75% of B2B companies invest in events such as marketing tactics? No wonder they are powerful relationship tools.
You can promote events to launch products and services, congresses, workshops, corporate cafes, debates, webinars and more. Best of all, events are no longer restricted to day and time. You can stream them live if you want, just use streaming video.
A good idea for companies that have customers in other cities, states or countries, do you agree?
Webinars, or recorded lectures, are the second most used B2B marketing strategy in the market. That's because the videos are attractive to the corporate governing body. A CEO can listen to a video while driving or watching while exercising.
In addition, webinars are contents that generate long-term results. Simply put them on YouTube, for example, and incorporate them into your site, to increase both visibility and brand reputation.
6. Case Studies
Within content marketing, case studies are the number one choice of 65% of businesses. The reason? They bring examples of success, testimonials from satisfied customers, challenges faced and barriers overcome.
These are the best application of storytelling in B2B marketing since you can demonstrate how much your company has contributed to the results and improvements of other companies.
Graphic parts with a logical array of information make data easy to understand and are visually appealing, making infographics yet another of the B2B marketing strategies you can not miss on your list.
But there is the alert: always have a good professional to elaborate your infographics. The union between aesthetics and relevance is fundamental to the success of this strategy.
8. Inbound Marketing
And, as we speak of sharing knowledge, we can not fail to highlight inbound marketing as one of the strategies that have gained more space in B2B marketing.
What decision makers are looking for is quality information that helps in the difficult choices of everyday life. And if you provide them with valuable knowledge by becoming a secure source of information, you have already gone a long way toward success.
The idea of ??sharing is one of the pillars of the world today. If rides and apartment rooms can be shared, why not bring that concept into the marketing field?
Co-marketing is the establishment of a strategic relationship between two companies that have a public in common but are not direct competitors. The combination of efforts is mutually beneficial in many cases, especially for smaller players. A co-marketing project can involve actions online and offline, according to the availability of funds of the companies involved. The budget limitation raises some doubts that only a search is able to answer.
10. Adherence to Social Causes
Concern about social and humanitarian causes does not always receive due attention from companies. However, it is a powerful strategy as it creates a genuine bond with consumers that goes beyond buying.
Brands that show sensitivity to choose a cause and support it in a true way can win legions of followers and even brand lawyers. It should also be noted that if few are doing, those who do stand out even more and have much to gain.
Among the main marketing strategies, this carries an important differential. Companies that show concern for social and humanitarian causes tend to draw the attention of the younger generation Y , so engaged.
But for this initiative to really bring results, it needs to be true and aligned with the business model of the company.
It is not enough just to publicize support for causes and movements that are "fashionable", it takes much more than media campaigns to convince the new consumer that your company is actually engaged with a particular social banner.
Without concrete action, the shot may backfire, as did Pepsi in this commercial starring Kendall Jenner, who has been criticized for trivializing US protest cases.
The new generations are demanding not only in the role of consumer, but also of professional. This means that adhering to social causes is a strategy that also facilitates attracting and capturing emerging professionals.
11. Consumer Surveys
Knowing your brand audience in detail is one of the basic marketing teachings. There are a few ways to do this, but the most cost-effective way is to use an automated search platform.
Using this feature allows you to develop a more assertive strategic vision with the use of digital research in both campaign planning and improvement, concept testing and creative paths.
Customer Think, The 2016 Year End Wrap up of B2B Marketing Stats: You Need to Know. Retrieved from <http://customerthink.com/the-2016-year-end-wrap-up-of-b2b-marketing-stats-you-need-to-know/> Access in May 19, 2019.
Marketing Para Industria, Marketing B2B: estratégias para vender para outras empresas. Retrieved from
<https://www.marketingparaindustria.com.br/marketing/marketing-b2b-estrategias-para-vender-para-outras-empresas/> Access in May 19, 2019.
PXBrasil, Conheça as estratégias de marketing B2B mais eficazes do mercado. Retrieved from <http://www.pxbrasil.com.br/1conheca-as-estrategias-de-marketing-b2b-mais-eficazes-do-mercado/> Access in May 20, 2019.
MindMiners, Principais Estratégias de arketing. Retrieved from <https://mindminers.com/blog/principais-estrategias-de-marketing/> Access in May 20, 2019.
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