11 B2B Marketing Tips For Tempe Businesses
When marketing to businesses, it’s crucial to develop a strategy that speaks to your target audience. Your B2B marketing strategy should be tailored to the clients you wish to serve. We asked 11 local business leaders to share their insights on effective B2B marketing.
Read on to discover how to boost your B2B marketing strategy.
Take the perspective of the customer. Speak to them in terms of outcomes instead of features or services. They will be more interested in the value you will create for them than the services you'll provide.
You don't have to download all your knowledge into a free resource but you can share insights that highlight your expertise. Get that out on all your channels.
Keep In Touch
Make sure your marketing has a purpose and adds value. Don't just send communications to "keep in touch". Now more than ever, it is about building trust.
Focus on the People
As I've worked with a lot of B2B businesses, it's key to understand that your potential customers are still human beings first (not just employees of their company). They have deep, human needs to be met by you and your products - not least, keeping and excelling at their job. Create videos, ebooks, newsletters, and articles that help them see the higher value you provide, not just for their company, but for themselves, personally, as well.
Join Your Local Chamber of Commerce
Your local chamber of commerce is a great way to engage your community and meet people that want to help you achieve your business goals.
Business owners need to build relationships before they need them. This may be a tough lesson to learn for the owner who has coasted along during good times, suddenly finding herself without meaningful ways to connect during downtimes. I would spend this time serving the community and investing in oneself in terms of professional growth and development, in order to take back the reins when we're all out of lockdown.
Personalization is the Name of the Game
Before you sell to your audience, you need to understand them deeply. Walk a mile in their shoes, identify their needs, what's important to them, their buying behavior, and emotional triggers. Then and only then can you offer them a product/service that speaks to them on an intimate level.
Invest in SEO
Our company is investing more than ever in SEO. Yes, we're an SEO company - so it's easy to do. But, strategically we're making this investment because we believe our economy is 3+ months from returning to "growth mode." SEO typically takes 3+ months to work. We're looking to time the market so that when the economy rebounds, we will be strategically positioned to capitalize. Most companies are in retreat and retract mode. But ours? We're putting everything we've got into our long-term marketing efforts.
Your Website Matters
To do research on specific companies you might want to do business with, people will always start at the company’s website. This is the place where you make your first impression and try to create a lasting connection with whomever is visiting your site. B2B purchases are less impulsive than B2C purchases and require more nurturing, so creating a site that someone can easily navigate and conduct sufficient research on products and services will allow the person visiting your site to begin to trust your brand and create the relationship required to do B2B transactions.
Become an Expert in Your Industry
There are probably a lot of companies out there that do exactly what you do. The goal with successful B2B marketing is to be the best in the industry. Position yourself as an expert in your field and then write articles, host webinars and create workshops about exactly what you do and how you do it. Be so knowledgeable that other companies that do similar work will look to you as a leading expert.
Target the B2B Consumer
Don’t forget that the people responsible for B2B purchases are regular consumers outside of work. They enjoy the traditional methods of marketing that would be done for any other B2C purchases, so why should B2B marketing change so drastically? Think about the people behind the purchases and how to catch their attention and create a marketing strategy accordingly.