Post by lizaseo11 on Nov 9, 2024 1:51:54 GMT -5
Internet marketing for B2B clients is completely different from the promotion strategy in the B2C segment. There will be a different approach, different settings for targeted advertising, a different principle of working with the target audience, and a different algorithm for making purchasing decisions will affect the result. In many types of business, there may simply be no statistics on search queries, since they are isolated. Another difficulty will be the intersection of B2C and B2B client audiences, which will lead to overspending of the advertising budget.
In this article, we will consider the features of B2B marketing for situations when the customer sells large objects, equipment, expensive software for a narrow target audience. Here, customers know the manufacturers in their segment, so it will be difficult for a new supplier to compete. What will influence the decision to purchase such a product? One website, description and photo of the products will clearly not be enough. For marketers, it will be a problem to estimate the capacity of the market niche, since statistics do not provide accurate data.
What to do if a company sells unique innovative equipment that is entering the market for the first time? There are no such queries in search engines at all, and customers do not search for such a product at all. Will expert recommendations work if the market is very small? What tools will allow you to build a sales funnel to get targeted traffic? How is contextual advertising set up in b2b ?
We will talk about this in our new material.
Peculiarities of transactions in the B2B segment
Let's note the main characteristic features of internet marketing in the B2B sphere:
Large transaction amounts.
Wholesale purchases.
Long decision-making period.
Small circle of consumers.
The complexity of setting up advertising campaigns.
The need to immerse yourself in the specifics of equipment operation.
Established relationships with suppliers of similar products.
In addition shopify website design to the above, the professionalism of the company's employees and the communication skills of the staff will play an important role. Here, it is impossible to prepare a sales manager in 2 weeks by conducting trainings or consultations with him. Knowledge of subtleties and nuances cannot be acquired in such a short period of time.
What promotion methods work in B2B
In the B2B niche, expertise and professionalism are highly valued. Introduce your products to the market and demonstrate your level of knowledge.
With the help of useful content and events, you can reach your customers faster. It is easier to promote online if you present your products at a webinar, and then warm up the base with useful mailings. To collect contacts, a lead magnet is usually used - this can be a market review, a checklist, instructions, or other useful information.
You can initiate the creation of a professional community and lead it as an organizer. This will immediately strengthen your status and authority. The name of your brand will become more famous and respected, which will play a role when choosing a supplier of expensive products.
How to Solve Complex Issues of Setting Up B2B Advertising
In order to separate B2B and B2C traffic, we offer several methods:
Most often, in the area of large projects, the consumer market is small. To save the budget, you can collect addresses of companies interested in your product and set up targeted advertising for them.
Add look-like targeting.
Set up advertising by the places of work and positions of the target audience. It is necessary to conduct preliminary research into the interests of decision makers and specialists who are looking for similar products.
Host events to attract industry leaders to meet. Start with social media groups, then organize lectures, meetups, and conferences.
In complex projects, the work sequence looks like this:
Research is conducted into your market niche to gather useful analytics. This document is formatted in a convenient and informative form so that it can be provided to potential clients.
A landing page is being developed, which presents part of the study for review. Interested visitors can get the full version if they fill out an application and provide their e-mail. That is, here we already receive contacts with whom we can work further.
We invite subscribers to a free webinar on the topic of the study to share even more in-depth results. The important thing is to provide value, without fluff.
We organize a business breakfast or business dinner and receive warmed-up leads who are interested in our products.
We send out chains of letters, the purpose of which is to obtain an application.
Why people don't want to work with B2B advertising
The main argument of opponents of advertising campaigns in the B2B segment sounds like this: in our sphere, everyone knows each other, advertising does not work here. Personal contacts and recommendations are needed. There is some truth in this objection, but let's not forget that the Internet and social networks cover almost the entire population. And this means that the information flow can be distributed not only "from hand to hand", but also through external sources.
For an ordinary targetologist, the task of setting up advertising for B2B clients will be beyond their capabilities. In organizing the promotion of complex goods and services, it is necessary to unite the sales, marketing and advertising departments to achieve results. In addition, professional support is needed from the technical staff when launching any advertising campaign. An engineer or technologist should be a participant in briefings on advertising strategy. Advertising expensive equipment will look stupid if the marketer makes a mistake in terminology. You will not only lose money, but also harm your image.
When a large company hires marketers and targeters, it is necessary to take into account the complexity of developing a strategy and sales funnel. First of all, study the cases of future employees: experience in the B2B segment, technical or specialized education, general literacy level and breadth of outlook. Qualifications will be directly related to payment requests, so do not focus on average market salaries.
Why Old Ideas About B2B Marketing Are No Longer Relevant
Gathering information about new developments and equipment is an integral part of the work of any enterprise purchasing department. Naturally, your company can come to the attention of consumers through modern communication channels:
Website. Be sure to design your portfolio, take quality photo shoots at the production site and in office interiors. Demonstrate the scale of the work to show the level and status. Use video interviews, video tours and other content that will introduce the process of equipment manufacturing.
Social networks. Design your company's business pages, promote them, and pay attention to the content. Don't limit your social media presence to Facebook. YouTube videos are indexed well in search engines, so be sure to use several accounts to increase your reach.
Useful informational content in the media and on external platforms. The more often potential clients encounter mentions of your company, the greater the chances of getting an order. Reviews, market analytics, research of new materials and technologies - all this will help attract the attention of specialists to your products.
Become the initiator of discussions. You can use any platforms for discussions – polls on social networks or on the website, publications in the media and round tables. Your activity is a source of new contacts. People will talk about you, mention you and search for you.
Position your company as an expert team. Boldly state your opinion, actively conduct presentations, produce useful content.
What will influence the advertising results?
Start by studying your competitors: get their commercial offers, talk to the sales department, analyze the website, advertising activity, and social networks. Market analysis will help you get a general picture of what has developed to date: what promotion channels are used, what price level has developed, what are the differences between different manufacturers. Your task is to differentiate yourself from your competitors and take a unique place in the market.
In the advertising settings, it is necessary to take into account not only the list of target queries, but also the decision-making algorithm. The decision maker does not always know the specific features of the equipment that the user will pay attention to. In large companies, the selection of equipment is carried out by manufacturers who analyze technical indicators. That is, the chain of touches for decision-making should take into account different approaches and requests.
Include remarketing in your advertising campaigns. Distribute your budget across several categories of website visitors:
Users who visited the site 7 days ago - for them you need to increase the rates on advertising and show the site more often. Remind them about yourself using the appropriate message.
Those who visited the site a month ago may have already forgotten about your product, so you need to convey its usefulness, describe the problem and offer a solution.
Those who visited the site more than 90 days ago will be interested in new offers and opportunities of your products. Show the dynamics of development and improvement of products to maintain interest.
Be sure to include phone numbers in your advertisements – corporate clients will ask a lot of questions and you need to create an opportunity for comfortable communication. For a wide audience, it will be useful to touch on the problem that your product solves. When a person has already clicked on the advertisement, it makes sense to demonstrate the functionality of the equipment and technical features. That is, building a sales funnel for the B2B sector has many features that are related to the stage-by-stage decision-making process about purchasing and cooperation.
In this article, we will consider the features of B2B marketing for situations when the customer sells large objects, equipment, expensive software for a narrow target audience. Here, customers know the manufacturers in their segment, so it will be difficult for a new supplier to compete. What will influence the decision to purchase such a product? One website, description and photo of the products will clearly not be enough. For marketers, it will be a problem to estimate the capacity of the market niche, since statistics do not provide accurate data.
What to do if a company sells unique innovative equipment that is entering the market for the first time? There are no such queries in search engines at all, and customers do not search for such a product at all. Will expert recommendations work if the market is very small? What tools will allow you to build a sales funnel to get targeted traffic? How is contextual advertising set up in b2b ?
We will talk about this in our new material.
Peculiarities of transactions in the B2B segment
Let's note the main characteristic features of internet marketing in the B2B sphere:
Large transaction amounts.
Wholesale purchases.
Long decision-making period.
Small circle of consumers.
The complexity of setting up advertising campaigns.
The need to immerse yourself in the specifics of equipment operation.
Established relationships with suppliers of similar products.
In addition shopify website design to the above, the professionalism of the company's employees and the communication skills of the staff will play an important role. Here, it is impossible to prepare a sales manager in 2 weeks by conducting trainings or consultations with him. Knowledge of subtleties and nuances cannot be acquired in such a short period of time.
What promotion methods work in B2B
In the B2B niche, expertise and professionalism are highly valued. Introduce your products to the market and demonstrate your level of knowledge.
With the help of useful content and events, you can reach your customers faster. It is easier to promote online if you present your products at a webinar, and then warm up the base with useful mailings. To collect contacts, a lead magnet is usually used - this can be a market review, a checklist, instructions, or other useful information.
You can initiate the creation of a professional community and lead it as an organizer. This will immediately strengthen your status and authority. The name of your brand will become more famous and respected, which will play a role when choosing a supplier of expensive products.
How to Solve Complex Issues of Setting Up B2B Advertising
In order to separate B2B and B2C traffic, we offer several methods:
Most often, in the area of large projects, the consumer market is small. To save the budget, you can collect addresses of companies interested in your product and set up targeted advertising for them.
Add look-like targeting.
Set up advertising by the places of work and positions of the target audience. It is necessary to conduct preliminary research into the interests of decision makers and specialists who are looking for similar products.
Host events to attract industry leaders to meet. Start with social media groups, then organize lectures, meetups, and conferences.
In complex projects, the work sequence looks like this:
Research is conducted into your market niche to gather useful analytics. This document is formatted in a convenient and informative form so that it can be provided to potential clients.
A landing page is being developed, which presents part of the study for review. Interested visitors can get the full version if they fill out an application and provide their e-mail. That is, here we already receive contacts with whom we can work further.
We invite subscribers to a free webinar on the topic of the study to share even more in-depth results. The important thing is to provide value, without fluff.
We organize a business breakfast or business dinner and receive warmed-up leads who are interested in our products.
We send out chains of letters, the purpose of which is to obtain an application.
Why people don't want to work with B2B advertising
The main argument of opponents of advertising campaigns in the B2B segment sounds like this: in our sphere, everyone knows each other, advertising does not work here. Personal contacts and recommendations are needed. There is some truth in this objection, but let's not forget that the Internet and social networks cover almost the entire population. And this means that the information flow can be distributed not only "from hand to hand", but also through external sources.
For an ordinary targetologist, the task of setting up advertising for B2B clients will be beyond their capabilities. In organizing the promotion of complex goods and services, it is necessary to unite the sales, marketing and advertising departments to achieve results. In addition, professional support is needed from the technical staff when launching any advertising campaign. An engineer or technologist should be a participant in briefings on advertising strategy. Advertising expensive equipment will look stupid if the marketer makes a mistake in terminology. You will not only lose money, but also harm your image.
When a large company hires marketers and targeters, it is necessary to take into account the complexity of developing a strategy and sales funnel. First of all, study the cases of future employees: experience in the B2B segment, technical or specialized education, general literacy level and breadth of outlook. Qualifications will be directly related to payment requests, so do not focus on average market salaries.
Why Old Ideas About B2B Marketing Are No Longer Relevant
Gathering information about new developments and equipment is an integral part of the work of any enterprise purchasing department. Naturally, your company can come to the attention of consumers through modern communication channels:
Website. Be sure to design your portfolio, take quality photo shoots at the production site and in office interiors. Demonstrate the scale of the work to show the level and status. Use video interviews, video tours and other content that will introduce the process of equipment manufacturing.
Social networks. Design your company's business pages, promote them, and pay attention to the content. Don't limit your social media presence to Facebook. YouTube videos are indexed well in search engines, so be sure to use several accounts to increase your reach.
Useful informational content in the media and on external platforms. The more often potential clients encounter mentions of your company, the greater the chances of getting an order. Reviews, market analytics, research of new materials and technologies - all this will help attract the attention of specialists to your products.
Become the initiator of discussions. You can use any platforms for discussions – polls on social networks or on the website, publications in the media and round tables. Your activity is a source of new contacts. People will talk about you, mention you and search for you.
Position your company as an expert team. Boldly state your opinion, actively conduct presentations, produce useful content.
What will influence the advertising results?
Start by studying your competitors: get their commercial offers, talk to the sales department, analyze the website, advertising activity, and social networks. Market analysis will help you get a general picture of what has developed to date: what promotion channels are used, what price level has developed, what are the differences between different manufacturers. Your task is to differentiate yourself from your competitors and take a unique place in the market.
In the advertising settings, it is necessary to take into account not only the list of target queries, but also the decision-making algorithm. The decision maker does not always know the specific features of the equipment that the user will pay attention to. In large companies, the selection of equipment is carried out by manufacturers who analyze technical indicators. That is, the chain of touches for decision-making should take into account different approaches and requests.
Include remarketing in your advertising campaigns. Distribute your budget across several categories of website visitors:
Users who visited the site 7 days ago - for them you need to increase the rates on advertising and show the site more often. Remind them about yourself using the appropriate message.
Those who visited the site a month ago may have already forgotten about your product, so you need to convey its usefulness, describe the problem and offer a solution.
Those who visited the site more than 90 days ago will be interested in new offers and opportunities of your products. Show the dynamics of development and improvement of products to maintain interest.
Be sure to include phone numbers in your advertisements – corporate clients will ask a lot of questions and you need to create an opportunity for comfortable communication. For a wide audience, it will be useful to touch on the problem that your product solves. When a person has already clicked on the advertisement, it makes sense to demonstrate the functionality of the equipment and technical features. That is, building a sales funnel for the B2B sector has many features that are related to the stage-by-stage decision-making process about purchasing and cooperation.