If you’re in the online marketing business, you know that managing a profitable Instagram account is a lot easier said than done. With so many people and so much competition, it’s no surprise that many businesses and brands resort to hiring freelancers, using expensive in-house teams, or using various software solutions to gain an upper hand.
Thankfully, there is another option. And it’s one that you should definitely consider pursuing: business-to-business (B2B) marketing.
What is B2B marketing, anyway? Think of all the times when you’ve been contacted by a salesperson who clearly identifies themselves as being from a marketing agency but who are in fact trying to sell you a car or a package of shoes. In those instances, you’re most likely being contacted because your company or brand is considered a relevant contact for that product or service. In the simplest terms, B2B marketing is when a business or brand tries to attract customers or gain access to a specific market or audience.
For instance, if you’re a plumber in Los Angeles, you might want to consider pursuing online marketing clients in Southern California or the greater Los Angeles area. Or if you’re a pharmaceutical company, you might want to consider targeting oncologists, primary care physicians, and physician assistants in oncology and hematology.
In today’s digital age, it’s easy for businesses to find customers, reach customers, and engage customers without leaving their homes, offices, or favorite coffee shops. Thanks to the internet and advanced technologies like machine learning and natural language processing, businesses can operate 24/7 and be accessible via a variety of mediums, including video, text, and social media.
At the same time, customers have become more familiar with brands and businesses that provide exceptional service, excellent quality, and value. In other words, customers are more likely to be encouraged to spread the word about your products and services if your pitch is memorable and if your website and social media presence are visually appealing.
If you’re considering a B2B marketing strategy, here are some tips on how to get started.
Find The Right Fit
Just because you’ve decided to go B2B doesn’t mean your target market or audience is limited to other businesses. In fact, you might want to consider the opposite: finding businesses that are interested in your product or service and able to provide a credible and significant return on your investment.
To start, you’ll need to determine what you believe to be the ideal customer for your B2B campaign. What are they looking for? Which attributes do you have to offer that they can’t find elsewhere? Do you offer a convenient and easy way to do business? Can you provide training for employees?
To answer these questions, you might want to consider looking into the demographics, psychographics, and digital behavior of your ideal customer. Then, you can craft a persona, or a character designed to represent this ideal customer. This will guide all of your content creation and allow you to target the right audience, rather than just throwing together a series of ads aimed at the general population.
Determining The Purpose Of Each Piece Of Content
Once you’ve determined your ideal customer, you can begin to think about the purpose of each piece of content you create. What is the buyer, or the intended audience, for this content? Where does it fit into the entire marketing funnel?
For example, if you’re creating content to be used in an advertisement, you’ll want to consider whether or not this piece is likely to produce a sale. If not, then you might want to rethink that strategy and look for another way to reach your audience.
Depending on your product or service, your ideal customer might be interested in learning more about your company, finding out how your products or services work, or maybe even buying one (or several) of your products or services. Any one of these reasons might be the key to getting them to click on a link or watch a video pitch.
Determining The Duration Of Each Piece Of Content
Just as you would with any other marketing activity, you’ll want to consider how long each piece of content should be. Whether you’re creating an ad, a blog post, or a video, you want to make sure that your content can hold the attention of your audience.
To achieve this, you might want to consider writing a succinct, easy-to-read headline for each piece. Then, you can set the article or video to be no more than a few paragraphs or minutes long. Remember: your goal is to engage your audience, not just to grab their attention.
How Do You Want To Engage With Your Audience?
Once you’ve got your content prepared, it’s time to figure out how you want to engage with your audience. What do you hope to get out of this content creation project? Is there something you want your audience to do or think about?
For example, if you want to create content to promote a new product or service, consider the tone of the article or video. Do you want to appear to be an expert in your field and hope to convince others to purchase your product or services? Or do you want to seem more like a friend, who is genuinely interested in their opinion and wants to know more about what they care about?
Depending on your product or service, you might want to consider which platforms your ideal customer uses most often. Are they most likely to be found on LinkedIn, Pinterest, or Instagram?
Make Sure You Have Everything You Need
To make sure your B2B marketing strategy is as effective as possible, you’ll want to work with a content marketing agency that is experienced in running digital marketing campaigns for businesses. This way, you can be sure that you’re using tried-and-tested tactics and that your agency is capable of delivering on their promises.
At the same time, make sure that you’re not wasting your money on any one of the following:
Unnecessary social media accounts
Hidden tracking pixels
The above items are all examples of things that you might find on a digital marketing agency’s bill, rather than an client’s.
The Future Of B2B Marketing
Thanks to the internet and the innovation that it has fostered, the future of B2B marketing is bright. Thanks to new technologies like artificial intelligence and virtual reality, people can now interact with businesses in ways that were not possible just a few years ago.
If you’re interested in pursuing a B2B marketing strategy, take the time to figure out what makes your product or service special. At the same time, be sure to keep an open mind: your goal is to eventually grow your business, not to simply sell a product.