How To Create B2B Marketing Strategy That Will Increase Sales?
There is well known B2B Marketing mantra states that “The best way to sell something, don’t directly sell anything; first earn the awareness, trust and respect of those who might buy.”
How to achieve it?
For that you need to know B2B Marketing Strategy is a long term, accelerative approach that includes conceptualizing, planning and execution of fundamental goal that includes achieving sustainable growth and expected development in every business elements in considered period of time.
B2B Buyer are more rational but do not forget that the trust and security are also key factors that affects the whole decision making process. You need to consider behavioural patterns and according to that you need to present your brand as trustworthy and completely secure entity in the business world.
In today’s date you cannot ignore the entire online marketing platform open for every small and big business organisation.
Digital age has changed the scenario of B2B communication. It is essential to make sure you are communicating with your clients in the way they expect.
Let’s have a look on how to create B2B marketing strategy that will increase sales:
1. Research :
Do not take this first step casually; disorganised Research is a big damage to overall marketing strategy. Research is a backbone of all the marketing efforts. Detailed market research will help you in complex decision making & Cost cutting on unnecessary application.
A worthy research of Brand and Market will give you an objective for your marketing and provide you valuable baselines for measuring your results.
By conducting research, you’ll know which traits of your firm are performing successfully and which parts are weaker and it will develop better understanding of which services you should offer.
E.g. If you are in construction field you must know that there is a huge demand to fly ash as a replacement to normal concrete, you need to research on what is latest & trending .i.e.
Fly ash Machineries & include it in your application.
The impact of research is very clear. Firms that conduct systematic research on their prospects and clients grow seven to ten times faster than the firms that don’t pursue research.
2. Develop Niche Driven Marketing Strategy :
This stage define marketing goals, such as piercing new market, developing position in an existing market, or generating brand awareness among a specific audience you want to target. You may set major goals such as moving to an inbound marketing model, establishing a lead generating model etc.
Develop Niche based Marketing Strategies. This should be an area of the industry that you recognize thoroughly, a space in which you can become guaranteed front runner and eventually that expert everyone appreciates.
Niche based or specialized marketing strategy is a differentiator that proves itself.
3. High Performing Website :
Your firm’s website is one of your most essential resources. Website is considered as successful information-rich showcase of its expertise into the marketplace.
Your website is effective tool for building prominence. Potential clients search online to find service providers. You must maintain high performing & error free working website to fulfil the necessities clients are looking for. Also you have to consider that your website is user-friendly and mobile optimised since it is observed that mobile is dominantly used for searching.
That’s where search engine optimization (SEO) comes in. These below two factors are the most important for website usability and reachability :
- A) On-page SEO
- B) Off-page SEO
OnPage SEO allows search engines to produce more relevant results with the help of keywords you target for searchers. And when audiences search it on your area of specialty, they’ll find you.
OffPage SEO takes the form of backlinks to your website, either through outside engagement, site submission or guest articles in other publications. These efforts work to increase your site’s authority as recognized lead in your field. As more high authority and relevant websites link to your website, search engines will begin to see your site as more reliable resulting in higher rankings.
If you are new to SEO, learn more about it in The Complete SEO Guide 2019.
4. Use of Social Media Platforms :
If you want to inform, engage & encourage curiosity to lead people then there is no better option than social media. Good use of social media can include engaging content, visuals and helpful information such as :
- Industry tips
- Industry news
- Updates about your products/services
- Happy client stories
- Links to case studies and white papers & blogs on your website
- Video testimonials related to your field
If you are a newbie to social media, you can try out the complete guide on How To Use Social Media For Successful B2B Marketing.
5. Competitors Analysis :
It is important to understand which are the tactics and strategies that are applicable and suitable for your business. They help to identify weaknesses as well as strength where you are beating your competitors.
There are different analytical tools to measure your effort through which you can remarkably improve the impact of your B2B marketing strategy.
6. Account-Based Marketing :
Account-Based Marketing is about marketing to specifically identified organisations or sometimes to the individual targeted company, with a personalized content. Instead of putting an offer & waiting for response you directly approach your targeted organisation with specific marketing strategy suited for them and make a collaborative campaign which will benefit both of you in a different elements of marketing you want to aim.
7. Email Marketing :
Email marketing is used by millions of businesses across the world. It is easy and suitable way of direct marketing and useful for all types of businesses. Email Marketing channel consistently delivers the highest ROI compared to other marketing channels.
One of the most obvious benefit of email marketing is lower cost & it is easy to measure where you’re going wrong. Some leading email marketing softwares will allow you to track click-through and conversion rates, making it simple to measure how your campaigns are working.
Personal messages performs better than using paid emailing list, you may reach more people but most of them will be irrelevant and disinterested in your service. It is always better to look for organic results, they definitely provide higher rate of conversion than using paid emailing list.
8. Content Marketing :
In recent years, the role of content marketing in brand promotions has increased. It has helped businesses improve their visibility in front of potential customers and generate more leads.
In fact, it is studied that Content Marketing works better than any other promotional activity.
Content marketing requires planning and proper strategies in order to grow your business. Especially when it comes to the highly competitive B2B domain.
9. Remarketing :
Remarketing is the technique of serving targeted ads to people who have already visited or taken action on your website. In terms of technical execution, it places a cookie in the user’s browser. The cookie then will inform the remarketing platform to serve specific display ads through an ad exchange, based on the pages or products the user has engaged with or searched for on your website or app.
Remarketing ads are served only to users who’ve visited your website in the past, thus demonstrating an interest in your brand.
Remarketing has the effect of following these visitors everywhere they go, serving brand reinforcement.
10. Conducting Webinars and Industrial Exposures :
B2B webinars can be an excellent addition to your B2B Marketing Strategy. They provide a valuable marketing monologue, also present an opportunity to open a communication platform with a targeted audience.
Webinars can be very valuable to manufacturers and other B2B companies looking for their marketing programs. Webinars help really to establish brand recognition, earn credibility, and secure sales leads.
Industrial Exposures are dedicated to the people in the business field, with the main scope of creating, maintaining, and developing professional collaborations, and at the same time, of growing the business. This events give businesses the possibility to buy or to sell their products or services to another business.
11. Promote your Brand :
The new age of B2B buyers relies on online reviews, recommendations, and social media content to inform their decision-making. Use of Facebook Ads, Google Ads largely help you to showcase what you have.
deliver exclusive, entertaining & informative content, offer special discounts, host appreciation events, and create a referral programs on all social media platforms to promote your brand.
Reviews work as mouth to mouth publicity in the digital era, include review section on your pages and ask your customers to review and recommend after they make a purchase.
12. Track Results :
The root of this is in data and analytics. Track marketing campaigns, test new strategies,add new elements and repeat the process. Identifying which metrics matter and understand the difference between a metric and a Key Performance Indicators for your business (KPI).
KPI (Key Performance Indicator) : – A KPI is a metric that is most closely tied to the overall business success. Bounce rates, page views, time on page, new visitors, and search rankings are all metrics.
These are the KPIs that really matter to your digital marketing strategy : Total sales, Leads, Revenue, Return on investment (ROI), Lead-to-sale conversion rate, Booking rate (from calls), Cost per lead (CPL) etc.
These Metrics helps you in understanding what actual results you are getting from all the efforts.
Business-to-business work is about building a brand from the inside out. You plan your strategy based on your research. You control and shape it. It is a step by step process and you will learn this process by experience, for that you have to constantly measure what is working for you. You will learn to eliminate unnecessary factors, you will continue to improve with each round of your efforts.
In 2019, the only way to sustain your business is identify which of these techniques apply to your business, and according to that update your strategy to ensure that you are still the front leader in your field.
Now that you have gone through all these steps, apply these strategy on your B2B business and let us know about this in the comment section below.
Author Bio :
Sampadaa is working as Content Marketing Head at Indian Trade Street. She is Marketing Enthusiast and Content Expert in Manufacturing Industry & Digital Marketing. She loves photography and interested in Art Films.