We all lead busy lives. Technology that was supposed to make our lives easier has, in fact, made us more accessible and with remote or home working on the rise, we can be contacted anywhere, anytime. The ‘9-5’ working day has become blurred and every hour can be a working one. When we move at such a fast pace, it’s easy to overlook some of the business activities that may not be essential today, but could be the key to future success.
I’m talking about marketing. About marketing strategy, marketing plans, promotional activity and market visibility. I’m talking about making sure that your B2B marketing activity delivers a sufficient pipeline of quality sales leads to ensure the future profitability of your business.
B2B marketing: What is important?
There are many different answers to this question. Some will tell you it’s about having a good website, others might focus on creating valuable content for your customers. What about PR, PPC, SEO or social media presence? Which one of these actually the most important – and where should you start with B2B marketing?
Let’s look at three key elements of B2B marketing and investigate the real importance and impact of modern marketing in B2B sectors.
At the beginning there was a plan
Simply put, the most important part is to have a marketing plan. I’ll soon publish another blog covering the basics of a B2B marketing plan, but you must first establish who is your customer, what is your primary market and what marketing activities would serve it best.
This is not easy, I know. Especially if your business is doing well and it doesn’t feel like anything is needed. However, think about the future. What if the economic climate changes (again) and getting new business becomes more difficult? What if your key customer changes direction, chooses a different supplier or goes into liquidation? Are you ready for such a scenario?
Your marketing plan and strategy should be set from the very beginning, marketing activities should be a key part of your daily business and they should support your strategic sales objectives.
Your digital footprint
In today’s connected world, you simply can’t afford to ignore your website and digital marketing strategy.
People are now living their entire lives online. They seek, research, connect, communicate and buy online, either via smartphone, tablet or laptop. When was the last time you heard somebody say they’re going to a library to check a reference, for example? Today they ‘Google it’ – will they find your company when they do?
Being online and doing it well is paramount for businesses today. The website is your ‘shop front’, your window to the world, so it’s not enough to simply have a website, you need to have a good one. One that:
- Presents your business in the best possible light
- Communicates your messaging in a consistent way
- Showcases your products and services
- Offers testimonials that set you apart from the competition
- Is responsive across mobile devices
- Is safe and secure, protecting customers’ data
And more. In fact, a good and responsive website might not be enough. In some countries mobile traffic is now four times higher than desktop traffic (source: Digital Future in Focus report from comScore), fueled by the growth of social media and – for B2B organisations particularly – LinkedIn.
LinkedIn studies show that 80% of B2B leads come from LinkedIn, and 94% of B2B marketers use the social network to distribute content. Almost half of the social media traffic coming to B2B company sites is from LinkedIn – another key channel to consider.
Networking
In all the debate about digital footprint and online presence, it’s easy to forget the value of good old human contact. After all, people buy from people and this is still true no matter what technology we develop.
If you have a chance to join a local networking group, an association or visit an exhibition, then do so. I realise that it might be difficult right now in times of social distancing and lockdowns, but remember we are thinking about the future.
Networking can be time-consuming and in case of exhibitions often expensive, but it will often prove to be one of the best marketing activities you get involved in.
Through effective networking, you will you not only get a chance to meet your potential customers but also raise your company profile, share your experience and demonstrate expertise. You may get referrals and help others to progress in their business by providing with your product or solution. Remember 66% of the economy is influenced by personal recommendations (source: McKinsey & Co).
Build your brand – your network equals your net worth.
Is that all?
No, I’m afraid not, but it is a good start and will give you a solid foundation to get your B2B marketing working for you.
When you start with these three steps, you will be on your right way to establish your brand firmly and prepare yourself for any scenario that your business might face. Having a good marketing strategy today, when things are going well, will help you to maintain an established position when times and circumstances change.
Want to read more?
See more about my B2B marketing services here.