It is not uncommon for B2B marketers to face the challenge of creating exciting marketing campaigns around technical solutions for companies.
B2C vendors, on the other hand, have a field day that generates content that instantly connects with audiences. They use a variety of media such as images, audio, video, social networks, etc.
That is why we often think that B2B and B2C are worlds apart. But in reality they are not. In fact, many B2C techniques can also be used for an advantage of a B2B organization. These include:
- Get involved with clients on a personal level
- Creating content focused on the audience
- Using real-time marketing
- Omnichannel marketing
- Taking advantage of social networks.
1. Get involved with customers
One area where many B2C brands are brilliant is customer participation. When it comes to keeping your customers involved with your brand, they have it covered. Whether you count on them for innovation, promotion, feedback or recommendation, your commitment initiatives with the client have to do with the consolidation of your brand.
Most B2B vendors, however, do not do everything possible to attract their customers. At most, you will find customer testimonials on your website. The digital marketing space remains largely untapped. And that needs to change. Entering social media platforms, connecting with a wider audience, asking them questions and listening to their responses, and then adapting their communication accordingly, can improve the commitment of B2B brands, along with more clues and relevance.
2. Omni Channel marketing
For your omnichannel strategy to be successful, you need to have an in-depth knowledge of who your customers are, where they come from and what channel (s) they are using to access your content. They could reach you through your company’s website, the application, social media platforms, catalogs, physical stores, etc.
The following mentions are some of the ways in which B2B marketers can do omnichannel marketing:
Nurture leads with Email Marketing
When potential consumers visit your website, they will be able to capture some of your information, such as your name, location and email address. Use this to your advantage and take advantage of the power of email marketing. Use it as a personalized communication tool that can inform and educate people about your business and your offers. Let them get more information about you by providing information that is not available on their website. This should make it easier for customers to buy from you.
Use the content appropriately
The content you offer to some of your customers may not match all of them. This also applies to content formats. You will have to offer different types of content for new customers and regular customers, or else you will be stuck in the same stage of the purchase cycle. This can be detrimental to your business. Depending on the position of your customers in the purchase cycle, using newsletters, white papers, social networks, videos, podcasts, webinars, case studies, conferences, etc., to make progress.
Use screen-sharing technology
This can work extremely well by involving customers with your business, as it can share your client’s browser and help them solve their problems. With the help of a webinar screen sharing session, you can allow remote clients to share their complete or partial desktop / laptop screen to show them a business process or product demonstration.
You can also share your screen or take control of a participant’s screen and operate it from your location.
Use SMS to participate
The mobile platform is always changing. Technologies change and applications come and go. But one thing that has withstood the test of time is SMS. This makes it a timeless and effective marketing tool. You can partner with an omnichannel delivery partner with a strong SMS platform to begin your marketing efforts. SMS are an excellent way to reach and involve decision makers as they are available on all phones, regardless of their operating system and model. Therefore, it can be used to take advantage of clients where other marketing tools can not.
Continue marketing to customers
The fact that your customers have bought you does not mean you stop marketing them after that. In order to create a solid customer base, your customers must be part of your business’s leadership development initiatives. They should continue to receive discounts, special offers, access to promotional events and even personalized gifts on special occasions. In this way, it will continue to develop the commitment with its customers. They, in turn, will become its main defenders of the brand.
Regardless of the channel a client uses, the ultimate goal of providing an omnichannel experience is to make purchases consistent and uninterrupted.
According to joint research conducted by CMO Council and Netsertive, 94% of marketers believe that providing an omnichannel experience is crucial to business success.
The report also suggested the channels that are most critical for omni channel success. The findings are represented in the following image:
To know who uses an omni channel marketing strategy, Rakuten Marketing partnered with CMO Club in 2015 and surveyed 122 B2B and B2C marketing managers about the adoption of this technique. The responses revealed that 45% had already begun to implement an omnichannel marketing strategy. However, only 11% considered their efforts “sophisticated”. Of the respondents who had not yet implemented it, 29% said they were in the planning stage and had the intention of launching one within a period of 6 to 12 months.
3. Creating content focused on the audience
Moving from marketing tactics focused on the brand, B2B marketing specialists can make use of content relevant to audience-focused marketing, thereby strengthening their loyalty and creating brand advocates for the future.
According to the Content Marketing Institute’s findings, only 53% of B2B marketers agree that their organization focuses on creating content for their audience instead of their brand.
To help you establish your target audience and allow you to create your content:
- Study existing clients with the help of case studies
- Get user generated content
- Conduct very simple surveys and questionnaires
- Gathering information from your sales teams
- Keeping up with new trends and technologies
The best way to collect information from the public (such as your name, age, social characteristics, area of residence, previous purchases, job title, industry, etc.) is to conduct your own main research. Combine it with secondary data (obtained through research) from competing brands, and you can formulate high-level content focused on the audience.
4. Use of real-time marketing
Another area in which B2B marketing specialists can focus is marketing in real time. An increasing number of B2B brands are starting to use every available opportunity to participate in social dialogue with their public in real time. However, in doing so, they must mitigate certain challenges posed by factors such as immediacy, messaging and the calendar.
Adryanna Sutherland, gyroscope president of the B2B marketing agency: Cincinnati believes that the implementation of a real-time marketing strategy involves understanding the path of a buyer and the target audience of the brand from a contextual point of view. She says: “If you’re going to engage in real-time marketing, you have to understand where the opportunities are, and it all starts with understanding the buyer, very simple, basic strategies work, and planning the buyer’s experience is quite essential.”
Real-time marketing can help B2B brands in the following ways:
- Put them as active and updated
- Helps create a sense of urgency when necessary
- It can be quick, spontaneous and save time
- Helps keep content updated and, therefore, relevant
- Provide information about the mentality of your audience
- Help improve the overall quality of engagement and foster a deeper connection with your audience
5. Use of varied social media platforms
According to the previous image, LinkedIn and Twitter are the two social media platforms where B2B brands are more likely to find potential customers. B2B marketing specialists can use these platforms to share links and content about the brand, as well as to interact with their audience. You can also use them to reveal news and industry news.
Instagram is another great platform that B2B marketing specialists can access. Use your functions to take your audience behind the scenes and present them to your employees and the culture of the company. Doing so will humanize your brand and help you establish an instant connection with your audience, regardless of the nature of your business.
The IBM Instagram account is a complete B2B brochure in itself, and that is working well for them. At the same time, the brand is also active on other platforms. Other examples include brands such as General Electric, HubSpot and Adobe, all of which are known to make their presence felt on multiple social media platforms.
Now that it is clear that B2B and B2C marketing essentially pursue the same objectives. It is clear that B2B marketers can learn a lot from B2C sellers. This is especially true when it comes to using the digital marketing landscape to improve your brand and touch the fiber with customers. If you are a B2B marketer, adding B2C marketing tactics to your arsenal can open up a world of new opportunities. We hope that the previous tips will help you a lot in this regard.
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