Top 5 B2B Marketing Strategies to Enhance Growth

May 4, 2021

One of the hardest parts about managing a B2B business, is finding suitable methods to enhance company growth. Some may think that the methods used to capture regular consumers are ineffective in business-to-business applications, but the truth is very different. With these top 5 B2B marketing strategies, you will be sure to see results and growth in your company!

1. Content Marketing

One of the most important factors when marketing to business clients is education. Using content marketing is a perfect way for companies to educate customers rather then persuading their buying behaviour. Content marketing can be explained as a way of turning your product or service into something educational and engaging. Pieces like infographics, videos, podcasts and other forms of entertainment are all considered content marketing! Unlike other forms of marketing that constantly pushes products in your face, content marketing can be more subdued and less pushy. This strategy helps your customers build trust with the brand as they are educated on your offerings and benefits.

By building both trust and authority, your business will come to mind as an industry leader in providing the best service and being the most knowledgeable! As an industry leader, it is more likely that your business will be discovered by those searching for the services you offer, which means your customer relationships will be strengthened and more engaged, but you will also see growth in new customers who are drawn to your business. Content marketing is so effective in fact, that 9 out of 10 B2B buyers say that content marketing has a major effect on their purchasing decisions! The importance of content marketing for effective growth is undeniable and will be sure to help grow your business!

2. Inbound Marketing

Inbound marketing is the perfect strategy to leverage attractiveness and engagement to with your potential customers. Unlike outbound marketing that pushes content and advertising to potential customers, inbound marketing works to attract customers to your business by creating value and experiences tailored to them. Inbound marketing works by building connections with potential customers and aiming to solve problems they already have. Inbound marketing has been identified to work in 4 separate stages that capture the strategy of inbound marketing:

· Attract – which uses blogs, keywords and publishing’s to draw the attention of your potential customer.

· Convert – Uses forms, CTA’s and landing pages to promote conversions from visitors to leads

· Close – Which focuses on CRM, email marketing and workflows to turn leads into paying customers

· Delight – This uses surveys, smart content and social media monitoring to turn your paying customers into promoters of your business.

Often times, other marketing strategies will work to compliment your inbound marketing such as social media and SEO. For example, by optimizing your website and writing blogs, you will be providing valuable resources for your potential customers, which gives them a reason to visit your site. The same idea applies to email marketing, whether you share a newsletter or an article, these emails will help drive traffic to your website where a purchase could be made. Using inbound marketing strategies makes your audience feel like they have the choice to view your content, and that they are being found naturally, rather then having advertisements pushed in their face all the time. Inbound strategies will help you amplify your marketing effectiveness, while leaving your customers feeling satisfied and unpressured.

3. Search Engine Optimization

SEO primarily focuses on making sure your website is consistently ranking high on search engines, helping to direct more traffic to your website over others. Many think that search engine optimization is an extremely difficult task, while it can be confusing, there are ways to help support your SEO strategies with minimal effort. For example, making sure your website has fast loading times and the right content, like blogs will help your organic SEO ranking! Fortunately, many of your other marketing tactics will work in unison with improving your SEO. Search engines such as Google are the primary ways that users navigate the internet. Strong SEO helps keep your business relevant and will help attract people to your site. Check out our other blog on “5 tips to increase your website’s search ranking”.

4. Industry Events

It is undeniable that special industry events like tradeshows have unbelievable power for building connections and generating leads. Tradeshows and conventions bring hundreds, sometimes thousands of potential customers by your business and gives you ample opportunity to capture their attention. These shows also provide opportunity to showcase your skills and offerings in person, where better connections can be made then over phone or email. There is no better way to gain new connections and leads then from a tradeshow or event. In addition, it also provides insight into what your competitors are doing and the strategies or products they are taking on to improve their business. With the COVID-19 pandemic still present, tradeshows and conventions as we know them are currently cancelled. In light of this however, we are seeing numerous online-based tradeshows offering the same great benefits of traditional shows, just in an alternate delivery. Even in these modern times, online tradeshows still have the power to showcase your top offerings, gain insight on your competitors and most importantly, generate new leads! Even in an online environment, you will still have meaningful conversations with potential customers and grow your network of leads. In fact, in the US alone, tradeshows are the second largest source of income for B2B businesses!

5. Social Media

Social media is so prevalent in today’s society that it is difficult to ignore its effectiveness for B2B marketing. Social media marketing allows you to post content such as images, videos and stories that your target audience will find valuable and will potentially share across their own social media platforms. Social media is especially useful for B2B marketing efforts because it helps reduce ad spend, while increasing engagement and lead generation, provides valuable metrics for your business to analyze and helps make your brand more personable and “human”. On social media, you can use both paid and organic (unpaid) posts to help grow and connect with your audience. Some of the most popular methods used on social media to increase B2B lead generation include referral contests, live videos and discount posts. These specialized posts can help supplement the educational content you are posting and provide incentive for your audience to interact with your brand!

Grow your brand

These Top 5 strategies are sure to help you grow your B2B brand. They are perfect for educating your customers, building relevancy and obtaining leads. Many of these strategies compliment each other and improving one will ultimately improve others! If you are ready to elevate your B2B marketing strategies, New Heritage is ready to help you get there! Contact us today to get started!

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Even if there isn’t a company solving your customers problem perfectly, there is likely alternatives that your potential customers are using instead. By understanding your direct competition and indirect competition, you can begin to understand the advantages and disadvantages between your business solution and your competitor’s offerings. By explaining your key differentiators from your competition will help justify to the person your pitching to just why your business idea is viable and the unique solution you will be offering your customers. Who’s on Your Team Your business might be a solo operation, or you may be starting it with others. Either way, there will be a number of skills being brought to the table that the person you are pitching to will be interested in hearing about. It is these skills that build the foundation of your business and the expertise that will shape your business offerings. Understanding your team will also help you in ensuring that you are executing your business vision correctly! While having a team for a new business isn't always required, but there is something to be said about multiple brains working together to build new business strategies and generate exciting ideas! What’s Your Financial Status Often when pitching to potential investors, they will be interested in hearing a little about your financial status as it will help them understand the stage the business is in and it’s potential. By having a solid understanding of your business model, such as expenses, debts and forecasted revenues, you will be able to swiftly present this information to your audience in a positive manner. Numbers are important, especially to investors and knowing your business model can make or break your pitch! Wrap it Up! Sometimes business pitches are more formal presentations where you can include more in-depth information accompanied by a helpful slide deck. 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