Business-to-business: 5 Tips For Conquering The B2B Marketing World
Business-to-business marketing (B2B) has a completely different set of rules to business-to-consumer marketing. Your audience is fellow businesses that know all the familiar marketing tricks. On top of this, most businesses are in it to earn money, not spend. For this reason, the B2B marketing requires a lot of facts. Here are five strategies that are worth noting.
Emphasize how you can make them money
Unlike marketing to a consumer, you cannot rely on a product that satisfies a pleasure. Your product must fulfill a need – ideally one that can save the business money (or help them make more). This will help your business clientele justify buying into your product or service, knowing that they will make a return on it. If your product/service makes a time-consuming task quicker, this frees up time within the client’s day to focus on other money-making methods. If your product/service helps organize a business, this can help prevent errors by keeping order and structure. Market your product/service from this angle and it could help attract the clients.
Know your niche
Fully understanding the type of business that you’re catering for can help you to target more specifically. Sometimes investing in a marketing company specific to your trade can help achieve this. For example, there are companies that specialize wholly in marketing for manufacturers that can get you into the distributors and retailers most suitable for you. Educate yourself on the type of business that needs your product and this may help you to create new angles.
Get through the gatekeeper
For specific types of marketing such as telesales, leafleting and email marketing, the most difficult part of marketing can be getting through the gatekeeper. In all case, you need to find the person that deals with the company’s finances. Businesses all have their own tactics of deflecting sales calls, filtering out sales emails and binding promotional mail before it has a chance to get to the boss. Find a way of getting around these tactics so that you speak to the person in charge and aren’t being sent round in circles.
Network at business conventions
Business conventions are events specifically set up for marketing to businesses. So take advantage of them. Hire a stall and get talking to people all around the convention. Find other methods, other than hard sales to promote your product. Competitions can be a great tactic as they raise awareness of your business, whilst giving people a chance to win your service for free. You should also offer businesses the chance to cross-promote.
Time it right
Timing your promotion right can also be essential. When promoting on social media, choose weekday working hours rather than evenings and weekends. Be aware of periods around Christmas where business owners may not be looking to spend much on their business, as they’ll be too busy spending money on their personal lives. The January period can be a great time to promote as businesses may be more inclined to start planning new changes throughout the year (so get out there now!).