Marketing, and the business models it is built around, come in many ways, shapes and forms – the most well-known ones are probably B2C (business to consumer) and B2B (business to business) marketing but we can also talk about C2C (consumer to consumer) or C2B (consumer to business). Other players have appeared in the field, as well, such as the Government or the Employee, all trying to sell their products or services.
However, in the following blogpost I would like to share a few of my tips and tricks about B2B marketing, I found useful working in this field:
- Its is essential to have a well-defined buyer persona profile (or more)
Adequate and well-defined buyer persona profiles help you understand your customer and help you define your target audience, both of which are essential to understand your buyer’s journey and to construct your marketing strategy. You can find more information and a free template to construct your buyer persona here.
- It is essential to understand your buyer’s journey
We can split the buyer’s journey up to four stages: the awareness stage, the consideration stage, the decision stage and the retention stage. It is essential to provide good quality content to your buyers in each of these stages, dividing the percentages they make up of your overall content based on engagement, feedback and sales.
- Educate your audience about your business
B2B customers like to educate themselves about the business they are thinking about buying from, they would like to know as much as possible about your expertise and how they can benefit from buying your product or service. An effective way to educate them is writing white papers, creating webinars and posting interesting blogposts they can learn from, while also boosting your SEO.
- Email marketing should be a key component in your marketing strategy
Email marketing actually has a great ROI (return of inversion) in every field of marketing, however, according to HubSpot, 83% of B2B companies use email newsletters as part of their content marketing program, and 40% of B2B marketers say these newsletters are most critical to their content marketing success
- And last but not least… Do not be afraid to have some fun and show some personality!
It is quite easy to forget that even though B2B marketing is focused on business (as it says its name, as well), the interaction is in between humans at the end. Customers like to see a clear personality from a company and oftentimes, your sympatheticity plays an important role in making their business decisions.