Inbound marketing is not a one size fits all solution. But when it works, it works well. But when it comes to B2B marketing, there seems to be a few unwritten rules. This is particularly true when considering trying a less conventional strategy.
B2B marketing tends to err on the side of caution and sticks to what has worked in the past. While it's great to draw inspiration from previous efforts, it doesn't hurt to move out of your comfort zone every now and then.
After all, the market's needs are always changing, so you need a B2B marketing strategy that keeps up with current trends to capitalize.
So with all this in mind, here are 5 amazing things you didn't know about B2B marketing.
B2B Shares Similar Goals With B2C
While B2B obviously refers to targeting businesses, it's easy to forget that businesses are run by people. At the end of the day, there's still someone in that organization you are trying to appeal to. Therefore, the tactics that work well at grabbing the attention of B2C customers will also work well for B2B marketing.
At the end of the day, the whole concept of marketing is to build brand awareness to encourage sales. From startups to established corporations, this is true across the board for both B2B and B2C. Where the campaigns differ is the approach. B2C marketing strategies focus on the consumer themselves, such as how their lifestyle can benefit from using the product or service.
B2B on the other hand focuses on how the business will benefit.
Social Media Is Essential
The importance of social media for B2B cannot be underestimated. Without it, you're missing out on so many opportunities to connect with new customers and gain an insight into their likes and habits.
Did you know that 90% of all marketers report that social media plays a large role in generating more exposure for their business? Did you also know that 60% of marketers that invest 6 hours a week purely for social media interactions generated more leads and boosted rankings in search engines?
If you thought your B2B customers don't use social media for business purposes, these statistics prove otherwise. Now, don't think that LinkedIn should be the only social media platform you use.
Facebook, Twitter, Instagram and even Google+ are all great social media platforms for learning about and interacting with your audience. Engage with them to grow your brand across multiple platforms for the best results.
B2B Buyers Like To Research
It's harder to close a B2B sale compared to a B2B sale. This is because B2B buyers aren't normally the decision makers. Their job is to do a lot of research to find the best solution for their business and present their findings to the decision makers.
Therefore it's important that you have a lot of information on your website about your business and your services. The more the better. Include testimonials and recent work for social proof too. This is a very powerful technique. Studies show nearly 70% of online consumers look at a product review prior to making a purchase. Prove to these researchers that you have had great results by showing who you have helped in the past.
Websites are no longer a destination to find contact information. They are a vital tool for using in the sales process. You need to provide a wealth of relevant content to your B2B researchers.
B2B Marketing Doesn't Have To Be Boring
B2B marketers believe they only way to promote their brand is through formal presentation. The word that is often used to describe this is "professional". But make no mistake about it. B2B marketing is not limited in its approach.
According to Digital Authority Partners, just because you must provide valuable information to your B2B buyers doesn't mean you can't make it exciting. On the contrary, it makes it more memorable - a trait very much sought after in the marketing world.
Decision makers want to hire clients that will take them over the top and beat their own competitors. If you can think of creative ways to market your business, it's the perfect audition for a client looking to challenge the status quo.
For example, the construction company CAT created a B2B marketing campaign based around two excavators playing a giant game of Jenga.
The video was entertaining to watch and was relevant to the brand. The idea was to show that their excavators can work efficiently with precision. To date, the video has nearly 6 million views. Don't be afraid to think outside of the box. B2B marketing isn't as rigid as you may think.
Old School Still Works
Even with the internet and social media, it's worth mentioning that old school techniques can still be valuable to your B2B marketing strategy. In fact, most of the modern day's tactics are an updated version of what's been used in the past.
For example, have you ever noticed the similarities between slideshow presentations and brochures? What about social media? It's essentially a virtual trade show where you can promote your brand, connect with new people and generate leads and sales.
While at the beginning of this article we said it wouldn't hurt to try new methods, don't just give up on traditional B2B marketing strategies. They have their place, just as these modern methods do. The trick is to use them both.
For example, introducing yourself to someone in person is nothing compared to doing it in person. However, it's certainly easier to keep in contact with them.
Keep the content fresh with your traditional methods and you'll be fine. As with all B2B marketing strategies, avoid coming across like you're trying to force a sale.
Conclusion
These 5 amazing things you didn't know about B2B marketing can help you take your B2B business to the next level. Don't sleep on developing new ideas to grow your brand. Innovation is what drives people in the world to be better. Your B2B marketing should be no different.
