Now that you’ve made the decision to venture into the wonderful world of B2B marketing, how should you proceed? When it comes to making the transition from B2C to B2B, there are a few important things you need to keep in mind. First off, you’ve obviously decided that your product or service fits within the B2B category. Congratulations! Now you just have to figure out how to go about marketing to this specific audience.
Here are just a few of the things you need to keep in mind so you can successfully launch your B2B marketing campaign.
Focus On Generating Demand And Not Just AiP (Initial Awareness)
In B2C, most marketers focus on generating as much interest as possible in their products without ever really focusing on selling. After all, if they can get people to hear about their product or service, they’ve accomplished their goal. In B2B, this isn’t always the case. You should absolutely be focusing on generating interest in your products and services, but you also need to make sure that you’re placing these ads in front of actual people who can potentially purchase your goods or services.
To avoid wasting your advertising dollars, you need to make sure that you’re not just pumping out ads to people who are already interested in your product or service. Instead, you want to focus on generating interest where people who are unfamiliar with your company or brand name. To ensure this, you need to incorporate SEO (search engine optimization) into your strategy. SEO will help your website and social media accounts to pop up in the search results when potential customers perform a search on a topic related to your product or service. When your website and social media accounts appear in the search results, this will generate interest and lead to a greater chance of making a conversion.
With SEO, you’re not just hoping that people will click on your ads. You’re actively trying to manipulate search results and direct traffic to your website. At the same time, you want to make sure that whatever SEO tactics you choose, they’re producing the desired results. This way, you can rest assured that you’re using the right tools for the right purpose. Once you get the hang of optimizing your content for search engines like Google, you’ll wonder why you didn’t do this sooner.
Make Sure Your Product Or Service Is Actually Helpful Or Helpful
It’s quite natural for someone who’s never done business within the B2B world to want to rush in and try their hand at marketing without fully understanding what they’re doing or the expectations they’re bound to meet. This isn’t a bad approach, but you should still try to find a way to approach this new industry with some experience under your belt.
When you’re deciding what type of products or services to promote, it’s important to make sure that these items are actually useful or helpful to your target audience. Some of the most popular products in B2C that fall into this category include Fitbits, Headphones, and Sonos. With these items, the vast majority of the population doesn’t really need or use the product or service, but that doesn’t mean it doesn’t earn them money.
On the contrary, Fitbits and Sonos are two perfect examples of products that fit perfectly within the B2B world. Not only do most people use these items every day, but they’re also perfect for businesses that want to track and analyze customers’ habits and routines. A perfect example would be a dentist office or orthodontist office. They have patients who come in for regular cleanings and maybe a few fillings per year. However, these patients are among the most targeted audiences when it comes to advertising. They’re exactly the type of person you’d want to advertise to.
Learn The Terminology And Naming Conventions
When performing SEO, you’ll encounter a variety of terms and acronyms that you may not be familiar with. This is why it’s important to learn the conventions within this industry. Once you learn the basics, you’ll find that a lot of the jargon becomes quite intuitive. Once you get the hang of it, you’ll wonder why you didn’t learn these terms earlier on in your B2B marketing journey. Some of the most important terms you’ll need to learn are:
- AI (Artificial Intelligence)
- CRM (Customer Relationship Management)
- SEO (Search Engine Optimization)
- PPC (Pay Per Click)
- SEM (Search Engine Marketing)
- MOZ (Market Share)
- CPC (Cost Per Click)
- CPL (Cost Per Lead)
- LTV (Lifetime Value)
- MVP (Minimum Viable Product)
When dealing with B2B marketing, it’s quite common to encounter acronyms and terminology that are specific to this industry. However, there are also a few that span across industries. For example, SEO stands for Search Engine Optimization, but it also applies to Marketing and Advertising. As you might expect, a great deal of jargon comes with its own set of conventions. Fortunately, you’re just going to have to learn these conventions and become familiar with the terminology. After all, it’s a world that you’re going to have to operate in if you want to have a successful career in this area.
Find Your Niche
Now that you know the basics of B2B marketing, how should you go about identifying the right products or services to promote? It’s quite common for companies to get lost in the sea of marketing opportunities that exist within the B2B world. In order to find the right products, you need to zero in on a specific niche.
This is similar to the approach you’d take when seeking out products to promote within the B2C world. When performing SEO on a product-related website, you would want to make sure that the content is relevant to the niche you’ve chosen. In the same way, when seeking out B2B products to promote, you want to make sure that the products you find fit perfectly into your chosen niche.
To keep things simple, try to find products or services that fit into one of these categories:
- Real Estate
With so much competition, it’s essential to find products or services that have a distinct advantage over the competition. When performing SEO on a product page or individual product listings, it’s important to find the keywords and phrases that are most relevant to the page’s content. In addition to this, you can use the SEOToolbox to find the keywords and phrases that are most likely to generate leads.
Once you’ve found these keywords and phrases, you can use them to create a variety of content to promote your product or service. This can include landing pages, blog posts, and product descriptions.
Measurement Is Everything
In B2C, most companies don’t need to worry about measuring the results of their marketing campaigns. This is because consumers will typically come back for more once they’ve experienced your product or service. In B2B, this isn’t always the case. You need to make sure that you’re tracking the results of your marketing efforts so you can properly measure its success. This is quite an important step, especially when seeking out new products or services to promote. Without proper measurement, you’ll never know if your efforts are paying off or if you should change what you’re doing.
Keep On Learning
So much of marketing is about learning. With each new generation that hits the market, the lines between traditional and digital marketing become increasingly blurred. If you’re determined to succeed in this field, you’ll eventually have to adapt to this constantly evolving environment. To stand out amongst your competition, you’ll need to continue learning and evolving with the times.