In our previous blog post, we discussed B2B buyers and how they search for information, which helps them make their purchase decision. Today we would like to suggest some techniques which can be used to reach your target audience. But first – a few words about segmentation.
The business-to-business market is divided into segments; these are needs-based and are often similar across the industries (Blackburn, 2012). These business segments are mainly focused on:
- Price – this segment often consists of small businesses and working to low margins
- Quality and brand – medium to large-sized businesses regard product as of high strategic importance and are prepared to pay for best available service
- Service – have high requirements right from delivery, across the quality and to the aftersales; various size of businesses
- Partnership – are usually large and regard product or service as strategically important. They seek trustworthy and reliable partner in the service supplier.
SMEs with up to 10 employees form the majority of our client base. Their audience can fit within at least one of the segments above. So if you are an SME and wonder how to promote your business, here are some of our suggestions for the best online tactics that won’t blow your whole budget.
Our first recommendation for you would be to choose more proactive approach with the main focus on the inbound strategies. This is believed to be the more suitable strategy as it has diverse audience and requires lower budget than outbound. Here are some examples of those techniques:
- Publishing content on the third party websites – if you are a member of networking organisation you may be also entitled to inclusion in their newsletter
- Direct marketing – newsletter sent to your businesses contacts (leads, clients and suppliers) with the content tailored accordingly
- Social media:
- LinkedIn – maintaining the company’s profile, initiating discussions, encouraging feedback and brand advocacy
- Facebook – for added personal touch and social aspect of business
- Micro-blogging – tweeting about your business sector, engaging with audience and encouraging visiting the company website by including the links in your tweets. Use Twitter as forum, attempt to spark interest by asking compelling questions.
- Google+ – maintaining the company profile for better SEO
- YouTube – used for uploading the videos about the company, as well as showing examples of previous work
- Video – uploaded on to the company website, as well as you YouTube channel, and promote accordingly
- Website – should be mobile compatible, i.e. work correctly on mobiles and tablets. Upload new content frequently, i.e. blog, infographics, testimonials and case studies.
Content used for marketing purposes should be commercially neutral and beneficial to the audience, with the aim to educate the audience and solve their problem. The content should also convey the brand image and values. The customer is encouraged to use the content when doing the research, so when it comes to purchasing the service, your business has the credibility and people can buy with confidence.
Some people are able to implement at least some of these techniques. If you want to know more about B2B Marketing we recommend you read this article by B2B International. And if there is anything you need help with, please get in touch.
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