Sales and marketing should be related and complementary. Marketing, regardless of the type of activity, aims to ensure that the proposal reaches the widest possible group of customers. In B2C, marketing is also often responsible for sales. In the case of B2B, it is often the first stage, followed by negotiations and conversation with the client. Although a well-designed marketing campaign can also generate sales in the case of B2B. However, regardless of the end effect of the marketing activities, their main goal should be to reach as many potential customers as possible. Therefore, it is worth focusing on working on as many channels as possible, of course, not forgetting about the quality of the events held.
What is B2B Marketing?
As the name suggests, it is geared towards reaching the business customer. This can apply to both products and services. Of course, marketing to a business client should contain slightly different content than one directed to a private consumer, although to some extent this depends on the channel on which he operates. For example, positioning is a type of marketing activity that works well in both B2B and B2C. It will differ only in the selection of keywords, the rest of the steps are the same. However, if campaigns are being prepared in channels where they can be more personalized, the offer to companies is often much more focused on specific products and services. B2B marketing shouldn’t stop at the point of sale, its purpose should also be to maintain customer interest in the long term.
Where to start B2B marketing?
First, of course, you need to analyze your own proposal, get to know it well. B2B marketing can be about many things. Sale of large construction equipment, sale of sand or food to shops. Construction, translation and consulting services. All of this will require B2B marketing. However, each of these services will better reach customers through different channels, and the offering should be different. Therefore, for a start, you should think about which channels will work specifically for this business.
Verifying the activities performed by competitors avoids many mistakes, as well as a waste of time and financial resources. Therefore, it is also worth checking what kind of marketing activities they are running. Of course, it will be difficult to see how effective they are, but it will be possible to see what ideas the company will have to compete with.
It may seem like a place where you can mostly find only an individual buyer, but this is not the case. Business customers are also people who use Instagram. Currently, work is also more than 8 hours in the office from 8:00 to 18:00. So even if someone sees an offer, such as a wholesaler privately, that doesn’t mean they won’t want to use it as a company. In any case, thematic groups on social networks are a very good tool for selling services. Of course, you can’t be too intrusive there, first of all it is worth giving advice to other users. Seeing the professionalism of such a person, the likelihood increases significantly that if he needs any goods or services, he will turn to the person who gave them advice.
Positioning, i.e. SEO
This is one of the main marketing activities that you can implement to increase traffic to your company’s website. The most important thing in it is to choose the right keywords. Such a choice cannot be bolstered only by the range that is most likely to sell, but also by which keywords are best to invest in. Therefore it is necessary to consider their popularity and competitiveness.
It is a very cheap but effective way to do your marketing. On the one hand, it supports SEO, on the other, it can generate traffic on the site itself. On a blog, it is worth creating content that is somehow related to the industry in which the company operates. Thanks to this, people who get into the blog can also become customers of the company.