B2B marketing may come with challenges. But, it also has a number of innate advantages when compared to consumer-based marketing. As a B2B marketer, you are playing in a narrow field in which your prospects are not merely members of a giant mass of consumers, but specific operators within a particular field. Their needs should be relatively apparent to you, and you have the means to fulfill those needs, or you wouldn’t be targeting this particular market in the first place.
Having established this advantage, how does a small business successfully market itself to its clients? Here are the 3 broad and basic steps you should divide your efforts into:
Establish a Firm Knowledge of Your Audience
How well do you really understand the potential clients you are addressing? No matter how well you think you know them, get even better acquainted. Study them, the language they speak, the platforms they frequent, everything about them. Even if you serve a large industry, your market is still quite small compared to companies that target consumers. That only makes it easier for you to understand your audience inside and out. Once you’ve done your research, you will not only know how to address them, but also where.
Build Links Between Your Product and Your Audience
Look at your audience and your product. What is the connection between them? What will the one do for the other? You now know how to reach your audience and how to address them, so now you just have to relate your product to them. Here’s where your marketing creativity kicks in as you tell them; via their preferred platforms (the appropriate social media sites, and the like); why they need your product. And, remember to open the channels they need to acquire it.
Analyze Your Data – And Repeat
This is probably the most important step. Make good use of your analytical tools. Count your clicks and conversions. And, either keep doing what you’re doing or change it as necessary. Keep a constant watch on your data and adjust your approach as you go. This forms a feedback loop that will maintain and strengthen your marketing efforts.