If you are not familiar with the term and do not have a B2B marketing strategy prepared for your business, then chances are you’re missing out. But not to worry! We are here to open the door for you and guide you through the gist of business-to-business marketing and how it can help your business grow.
Just like your regular business marketing strategies, B2B marketing is a term that is all-encompassing and stands for any kind of marketing tactic where the target audience is another business instead of the general public. So if you know of any companies that sell their products or services to other companies, then they should be doing business using the B2B marketing strategy. All of these businesses target digital marketing managers through their marketing efforts just so they might subscribe to their service.
When running a business, we are well aware that effective marketing can be difficult to get right, especially due to the marketers having a lot to juggle when it comes to developing a marketing strategy. There are creative demands, platform decisions, and budget limitations for marketers to worry about, but your biggest determinant of success is your audience.
This is where your audience persona varies; between the individual consumers and other businesses. Depending on the company, some prefer to serve individual shoppers, while others cater to other companies and organisations. If you’re not targeting your audience correctly, your ads and promotions just might fall on deaf ears.
Hence, B2B marketing comes into play. You cannot cater to businesses the way you do with individual consumers—they are two vastly different personas, and a single marketing strategy will not suffice for both. Find out how effective B2B marketing can be through this small guide we’ve put together just for you and tap into your own audience!
B2B Traditional vs Digital Marketing
1. Traditional Marketing
Traditional marketing channels include:
- Direct mail
- Trade shows
- Print advertising
- Radio advertising
- TV advertising
- Word of mouth marketing
As stated in the list above—excluding word of mouth marketing—we can see that these traditional marketing platforms are mostly outbound ones and they reach out to target audiences with a belief that leads will follow through. There is no doubt that a few of them have fallen out of trend in recent years, especially cold-calling and direct mail. After all, these methods can appear more invasive than the others.
These marketing tactics are also particularly problematic more often than not for B2B marketers due to their target audience’s unavailability on the chosen platforms. It can only mean that outbound marketing methods are on the decline, despite larger brands still advertising on TV to spread brand awareness and authority exercise. However, they are capable of huge expenses for the said platform, while most brands aren’t.
Besides, the extremely high cost isn’t the only downside of traditional marketing. At least 70 percent of consumers want to be presented with content regarding products, and not be sold a product through these traditional channels.
And this is where digital marketing plays its biggest role.
2. Digital Marketing
As opposed to traditional marketing platforms, digital marketing ones have a balanced mix of inbound and outbound marketing strategies.
What we mean by inbound marketing is simple—any strategy that targets audiences to come to you instead of you chasing them is called inbound marketing. It is way easier to achieve especially when it comes to digital target audiences. Not to mention that it is affordable as well compared to traditional marketing despite costs significantly rising over the last ten years. The cost for digital marketing remains a lot more economical than that of traditional marketing.
Besides, digital marketing benefits an investment by being more measurable, which appeals to businesses more due to the ability to compare the costs against the profit using analytics. Much of this was just guesswork for traditional marketing.
The B2B digital marketing channels that are widely used are as follows:
Search Engine Optimisation (SEO) is one of the most popular inbound digital marketing strategies. It is the act of optimising your website through search engines such as Google. SEO works by crawling your website, where Google sends a crawler bot to your website and looks at its different aspects before indexing the information. So when a person searches for a keyword on the search engine, an algorithm will be used to go through all the sites within the index to find the best result for the specific search.
- Content Marketing
On-Page Content Marketing
Content marketing is a vital aspect of the B2B digital marketing strategy due to the interest and consideration stage. So to optimise the keyword search that will lead your potential customers to your website, create a blog that targets the long-tail keywords relevant to your business. Use content marketing to establish its authority on your products and services.
Off-Page Content Marketing
When you produce high-quality content on your website, it increases the chances of other sites linking to yours, and this helps with your off-page SEO as well. Not only should you craft compelling, keyword-focused content for customers to see, but you should also make the content something other websites would want to link to.
B2B emails should be educational and informative for the recipients to understand your business. It offers great engagement and subscriptions for B2B marketers, so you can optimise it as a powerful marketing tool that could potentially turn your leads into actual customers. Resonate with your target audience, produce the content that you know your audience wants or needs, and not just focus on selling your products alone.
- Social Media
Believe it or not, social media does affect purchasing decisions amongst your audience because it plays an important role in spreading brand awareness and authority. For B2B marketing, it’s there to show your potential customers that you are human because your business would have personality despite being in a somber industry. It can show them that your business is a good choice and influence their decisions in choosing your products and services.
PPC stands for pay-per-click and it is a paid form of digital marketing. The most popular platforms in B2B marketing for PPC are as follows:
1. Search Ads
The ads that appear on search engine results pages are called search ads. They often appear as text at the top of the page with a small amount of copy, and if you click through it, you’ll be directed to the advertiser’s website. For B2B marketers, search ads offer a great opportunity for visibility within the search engine results pages.
2. Display Ads
This is a type of graphic paid advertising. You can see them all over the internet in the form of image-led ads on websites. It is a way of remarketing, especially when a user has paid your website a visit before and you want them to keep your brand in mind. To do that, you can use display ads to “follow” the user around onto other platforms too. It creates great brand awareness and is completely free to use until a user clicks on it. This makes it very cost-effective.
3. Social Ads
These adverts appear on social media platforms within a user’s news feed. They vary depending on each platform and the most common type of social ad is a sponsored post. What we mean by this is you will have to choose one of your brand’s posts and pay for it to appear on your target audience’s feeds. When you use this tool on the right platform, you will get your target audience to see your content in no time.
All in all, you can see that B2B marketing offers various channels for you to spread the word about your business. It can be overwhelming to comprehend if you’re new to it, but at Cause Effect Digital, our digital experts will guide you through it every step of the way as we are one of the best agencies for digital marketing in Malaysia. Follow us on Facebook and Instagram for more tips and updates or get in touch with us to know more!
Interested to learn more about digital marketing and how social media can significantly make or break your business? Not to worry, we got your back. Find out the impact of social media on digital marketing here.