Basic Fundamentals Of A Successful B2B Marketing Strategy
April 20 , 2017 | Written by: Adam Ostopowich
All businesses do not necessarily cater to the demands of consumers. There are some businesses which also cater to other businesses by providing them with essential products and services. Such a type of marketing wherein one business caters to the need of another is known as B2B marketing.
This is a niche market of digital economy with a huge potential; one which if ignored can lead to smaller profits or even losses in businesses. Hence more and more business houses are opting for B2B digital marketing because
- Today human interaction is not a must for a sale to happen and
- Consumers and other businesses rely on the internet for fact finding with the help of search engines to relationship building with the relevant company.
B2B marketing is constantly evolving as a result of the availability new tools and aids on a regular basis. Tactics for B2B marketing also need to be updated periodically to ensure that business is not lost and web visitor conversions keep taking place.
Some tips which can actually make one benefit from its B2B marketing are:
• Plan your strategy:
Forming the foundation of every marketing program made for digital commerce, a planned strategy helps businesses to
• Content marketing:
- Keep focussing on its prospective customers and
- Sync their sales processes with their vision and mission.
Acting as a magnet which enables a website to be ranked higher in a search engine result, content marketing also helps to
- Drive-in more inbound traffic,
- Attract and retain prospects,
- Enable conversion of leads and
- Optimize customer engagement.
In fact surveys conducted by well-known groups conclude that around 80% of the decision makers prefer getting information about a company in articles and posts etc., rather than advertisements. Content marketing is also the best means of lead generation and hence should be given special preference.
• Generation of more traffic:
Blogging is perhaps one of the most effective ways to drive in website traffic. This is aided by other factors like
- Social media marketing,
- Organic search and SEO,
- Email marketing,
- PPC campaigns or
All the above mentioned methods promote content to ensure web traffic gets consciously attracted to a particular website. This interest in the content uploaded will ultimately help to convert leads into customers.
• Lead management:
Most web visitors visit a website as an expression of interest in the first instance. Rarely do these visitors become customers in the first instance itself but they are all potential customers with chances of conversions in the very near future. Hence it becomes very important for B2B marketers to keep engaging with them and subtly but surely guide them towards becoming customers. This makes for excellent lead management by the marketers.
• Constant Updation:
Seeing the same content every day is sure to make a visitor stop its visit to the concerned website. Hence special care must be taken to ensure that the content uploaded is constantly and continuously updated and interesting and relevant fresh content added.
These form the fundamental principles of a successful B2B marketing strategy. The tactics for the same might change but the basis remains the same. Hence B2B marketing can neither be ignored nor be given a backseat in the scheme of digital marketing and e-commerce.