4 Goalposts You Need to Set Up For Your B2B Marketing Strategy
Your business-to-business (B2B) marketing strategy will play a very large role in determining the success – or failure – of your attempts to win over big-fish clients. As such, your strategy needs to do a lot of things at once. You can’t just throw ads all over the place and expect businesses to go ordering a few hundred items for their establishment.
No, an effective B2B marketing strategy needs to have goalposts that will help make your business more attractive to other businesses. Here are four of the most important ones to begin with:
You need to find analytics tools that will help gather relevant information and compress it into easy-to-understand packages. Google Analytics is an excellent tool to start with, especially for budding businesses that need information at a glance. This will let you know what people do when they’re on your website, what pages and links they click, as well as collect data on who your most common visitors are, like where they come from and how they find your website.
Google Analytics can only get you so far, though. Analytics tools like WhoIsVisiting, UsabilityTools, and Adobe Omniture give you more information that GA does not cover – identifying companies that visit your site, gain more insight into what potential clients would be interested in, point out problem fields that frustrate your visitors, and identify what changes work best for your clients to name a few.
Advertising is just as important for B2B marketing as it is for B2C marketing. The more eyeballs you get to look over your products or services, the more opportunities you have to sell said products or services. The main difference, however, is that there are only so many businesses, establishments, and organizations out there.
It is for this reason that you need to invest time and money setting up advertising campaigns that target your clientele. One of the most effective tools is to pay for targeted ads like those you see in Facebook or Google. These tools track the targets of their users, and will steer your ads to those that are most likely to avail of your products or services – meaning those in the businesses you want to sell to.
Keeping in touch with existing, potential, and even previous clients is especially important when it comes to B2B marketing. This is because businesses require significantly more convincing to get them on board, which is why winning over their trust is essential for your B2B marketing campaign.
First and foremost is the ability to generate useful content that will serve the needs of your potential clients. Blog posts, how-to articles, newsletters, add-on services – generate these, and businesses will be more aware of you while viewing you as an authority figure in the industry. Second is customer support, where you proactively reach out to clients and help them with the problems they face. Invest in an effective customer support service, and you will be able to quickly respond to concerns that could potentially drive away major customers. Combine these two together, and you’ll be able to engage your clients in a way that fosters trust and reliability that will see your customers returning time and time again as well as endorsing your products and services to their friends.
Marketing is a cutthroat affair that evolves rapidly within a short span of time. What may be an innovative and effective B2B marketing tool at the moment could become obsolete and irrelevant in as little as a year. this is especially true in online marketing where platforms and trends are constantly changing.
It is for this reason that you need to constantly stay abreast of the latest developments in B2B marketing. Marketing libraries such as HubSpot, news sites like B2Bnn and VentureBeat, news sources related to the products or services you are providing, blogs such as this one that you are reading right now – all these are vital tools for keeping you up-to-date with the latest developments in B2B marketing.
Keep all these four goalposts in mind, and you will have a much easier time organizing your B2B marketing strategy into a more cohesive – and effective – program!