Business to business marketing, or in short B2B marketing is similar to business to consumer marketing. But in this form of marketing, businesses promote or sell their product directly to another business and not the general public. Here, you may use the same digital channels and tactics as B2C to gain new customers. But, if your targets are other businesses, there are a few differences in the way you will want to market your brand.
Building a B2B marketing strategy
The B2B marketing strategies are always evolving and changing; however, here is a list of the most popular approaches:
Paid Search Advertising/Pay-Per-Click Advertising
The search engine giants such as Google, Yahoo, and Bing allow you to run text ads on the search engine results page (SERPs). This is one of the best ways to target specific and potential clients who are searching for a particular product or service that is similar to or same as yours. Besides, you can opt for Pay-Per-Click Advertising where you will have to pay only for the click on a specific ad. For example, Google AdWords, and Facebook ads. This form of advertising is cost-efficient compared to other strategies.
Search Engine Optimization (SEO)
If you do not want to pay for SERPs, you can use SEO to try and rank pages, blog posts, or website organically. Here, you will not have to pay directly for every click, but getting a specific page to rank high will require some time, as well as effort.
Paid Social Media Advertising
Almost all social media websites like Twitter, Facebook, Instagram, Pinterest, Tumblr, and Snapchat, allow people to run ads on their sites. This is a great way to build awareness with different audiences that might not know about your business, services, or products.
Social Media Marketing
Social media marketing is completely free. It is an organic way to use the social media platform for marketing your business, products, or services. Although organically marketing your brand on social media requires time and effort, it can provide you with excellent results in the long run.
Conversion Rate Optimization (CRO)
CRO is the art of improving the online user experience. B2B industries usually use CRO to get more conversions, such as leads, chats, calls, and sales out of their website’s traffic.
This is another broad digital marketing term. Content marketing covers the usage of content assets, such as blog posts, eBooks, videos, and graphics to build awareness and drive more sales.
– This is the oldest form of online marketing, and it is still working perfectly well. Robert Duke, marketing manager of Blue Mail Media, says, “Email marketing isn’t going anywhere. More than 90% of U.S customers use emails daily, and thereby it isn’t surprising to see an average of at least $30 returns for every $1 spent. So, you must constantly try this strategy with new practices to keep it alive.”
While there are a lot of good ways to market your B2B company on the Internet, keep in mind that what might work for one company does not mean that it will work for yours as well. Hence, a good B2B marketing strategy takes a lot of trials, errors, consistency, and efforts.
Written by: Emily Johnson