Companies now know that marketing is an essential investment for their business. But are B2B (business-to-business) regulations the same as B2C (business-to-customer)? What marketing trends are revolutionary for B2B?
B2B marketers must overcome other hurdles than B2C. Content should be credible, fact-based, and highly tailored to business customers. However, this involves a journalistic approach that not every marketer can show.
Let’s use content marketing as an example to differentiate with clarity;
Set coordination objectives
B2B content marketing’s key targets are:
Based on core goals, companies must define their content marketing communication goals. Is it about building relationships, imparting expertise, or promoting sales structures? The SMART-model goals are developed: precise, measurable, achievable, practical and time-bound.
Develop a content-marketing strategy
Precise market and target group analysis is the foundation of B2B content marketing strategy. As in B2C, the content produced must address the addressees’ needs, questions and buying habits.
An successful content marketing strategy ensures that you place your brand while responding precisely to other companies’ needs. Provide reasons for pure assumptions. Display your technical skills and give business customers tailor-made solutions.
70% of corporate content produced worldwide is irrelevant to the target group. More specifically, tailoring content to target audience in B2B content marketing. The description is quantity-by-quality. It’s easier to create one rich blog post a month than five to cool your future business partners. Using correct branded goods and tactics to reach other companies and increase exposure.
According to a study, 94% of managers use newsletters to gather information. Like blog articles: high-quality content convinces. Make no advertising newsletter, but a useful one.
According to studies , three out of four companies provide access because they only use their channels to distribute content. But firing on owned media alone will not contribute to the hoped-for new customers. This only reaches users linked to the service.
Therefore, breaking new ground for content delivery is important: social media ads, native advertising, and search engine ads are among the most successful. Furthermore, LinkedIn business networks and other relevant social media forums should be a permanent contact point for further blog content distribution.
Working with influencers also increases awareness of their target group content.
A common concern is whether or not Facebook can be used for B2B marketing. On the one side, the claim that decision-makers use Facebook like others is right. But that’s also the counter-argument: Facebook isn’t a business network, but an online leisure platform, but you shouldn’t invest too much, according to the prevailing opinion.
One thing is certain: Facebook can also succeed in B2B marketing with precise targeting. The trick here is shifting mindset as Facebook doesn’t sell.
How is it still useful to provide B2B contact on Facebook? And it’s more than just selling: retaining an identity, positioning, engaging with the target audience, and building trust — all these are important brand building steps that can be enforced on Facebook.
Position content correctly during digitization
Digitization plays a critical role in reshaping marketing. In other words: B2B content marketing will capture digitization complexity. Facts and case studies alone, while significant, aren’t enough. It takes some entertainment to reach decision-makers.
This includes visually appealing content: infographics, diagrams, and moving images to ensure an appealing, professional look.
If your content is checked regularly, the key question is: were communication goals achieved? But be careful: many businesses fall into the pit of assessing their B2B content marketing strategies focused solely on attracting new business customers.
But other success levels also play a role. B2B content marketing promotes relationships with new and existing customers, consolidates market positioning and communicates expert status. Many of these are business-related long-term targets.
Simultaneously, a thorough examination of your content strategy is necessary. Use tools like Google Analytics to determine if your content can reach the desired decision-makers.