8 Types of Effective B2B Marketing StrategiesMaaz Habib
Marketing is said to be an integral component of any business. Without marketing, the business cannot effectively convey its products and services to the customers. People who are working in the marketing department of an organization aim at getting the attention of the potential audience with the help of advertising. In short, when an organization is able to match its products to customers, the ultimate outcome is profitability.
Before we move any further, let’s talk about what is B2B marketing.
What is B2B Marketing?
B2B is an abbreviation for Business-to-Business marketing. B2B marketing takes place when an organization markets its products or service to other organizations. The products marketed to other organizations can be used in general operations of a business, in the production of goods and for reselling to customers. For example, office supplies, wholesale products and pharmaceutical products.
Growing and expanding a business is not easy at all. It consists of various steps. However, without proper marketing strategies, you cannot expect growth and profit from the business you are running. Always focus on less costly marketing strategies that require your time and effort rather than money. This will yield maximum results for your business.
Let’s review some of the most effective B2B marketing strategies.
1. Social Media Marketing
In this digital era, one of the most common yet effective forms of marketing adopted by B2B companies is social media marketing. Social media marketing organizations make use of social media platforms such as Facebook, Twitter, YouTube, Instagram, Snapchat etc. to build your brand and increase sales. Social media marketing helps businesses to leverage the power of social media to drive sales, attract a potential customer base and expand their business base. The 5 most important pillars of social media marketing are strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising. Using these core pillars you can create brand awareness and encourage customer engagement on your social media profiles. The results of this technique are significant whereas the cost is low.
2. Content Marketing
Content marketing is another strategic marketing technique that focuses on creating and publishing content in order to attract targeted audiences online. Businesses make use of content marketing as a marketing strategy in order to generate leads, generate online sales, increase customer engagement on online platforms, grow their customer base and increase brand awareness. The major aim of content marketing is to convert prospects into customers with the help of sharing valuable content for free. With the evolution of technology, digital content marketing has also become one of the most common forms of marketing where businesses make use of different digital products via different electronic channels to identify the needs of the customers.
3. Search Engine Optimization
In the world of marketing, you have often heard about SEO or Search Engine Optimization. Search engine optimization is the process of creating awareness about a particular website by making sure that it appears in the unpaid top search results of search engines. It helps the business to increase the quality and quantity of traffic on their websites. There are various methods of search engine optimization such as indexing, crawling, and white-hat SEO techniques. These techniques help the businesses to attract organic traffic from search engines.
4. Inbound Marketing
Inbound marketing is the marketing technique used by businesses to attract customers towards their products and services. It is the most common technique because it leverages the power of content marketing, SEO, social media marketing and branding in order to attract customers. This type of marketing technique is classified as effective because it can be used for any business regardless of its type and size, helps in creating more prospects and can be easily incorporated using a CRM system.
5. Search Engine Marketing (SEM)
Search engine marketing and SEO are two different techniques of marketing. It is a form of internet marketing where the organizations promote their business websites. This helps the websites to enhance their visibility in the search engines. However, this is done by paid advertising. An alternative name for this kind of marketing is pay-per-click. Search engine marketing (SEM) has become an increasingly popular marketing technique because there is an increasing number of customers shopping for their desired products online. SEM is a crucial factor that plays a significant role in increasing the company’s reach.
6. Referral Marketing
Referral marketing is also very common in B2B marketing. It is the process of attracting customers towards your products and services with the help of referrals. The most common type of referral marketing is word of mouth. This is the oldest yet the most trusted form of marketing strategy. Restaurants, retail stores, airports and hotels normally use this kind of marketing technique because according to businesses referral marketing helps them in establishing long-term relationships with their customers.
7. PR and Earned Media Marketing
Majority of the B2B businesses make use of PR and earned media marketing strategies that take a variety of forms. For example, word of mouth, mention in TV or Radio, and social media testimonials by celebrities. Unlike traditional advertising, earned media attracts customers organically without being bought. This type of marketing is effective because it can increase the credibility of the brand by creating informational, valuable and trustworthy content. Moreover, it is usually free for advertising channels.
8. Conversational Marketing
Conversational marketing is real-time interaction with prospects and customers. The follow-up questions or queries are answered immediately. This gives a personalized experience to the prospects which subsequently enhances the user experience. You can quickly convert prospects into customers and rapidly establish relationships with them. This type of marketing is effective because it encourages clear communication, creates authentic customer experience and it is the fastest way to move your customers through the marketing and sales funnel.