If you’re a business owner and you aim at other businesses as clients, you can and should utilize your full array of skills and knowledge embedded in the set up of your own business. The idea you should always think is how to capitalize on things which are easy for you to engage in, and can possibly become quick wins.
5 Tips For Creating B2B Marketing Campaigns That Work
As a small business, it’s not easy to get noticed. The internet has made advertising easier, but in doing so has flooded every field. All businesses are now competing with thousands of others just like them, whether in the region or around the globe.
Inbound marketing was created to counter this problem. Instead of spamming potential leads with adverts, you have to give them a reason to do their own research about your company. And it works really well, not only when marketing to customers (B2C), but when marketing to businesses as well.
Nonetheless, business-to-business (B2B) marketing requires different strategies for B2C. Instead of trying to draw in customers who are less informed and more subject to suggestion, you’re targeting trained employees tasked with finding the best fit for their company. They’re not going to come across you while casually browsing the internet. They’re actively looking and will see past all B2C tricks.
The following 5 tips will get you started on a B2B marketing campaign that works.
Take this very page for example.
Background: Our website MoneyTransferComparison.com is all about international money transfers. We are geared at both individual clients making personal international transfers, as well as businesses. Obviously, larger businesses have the potential to make recurring high-volume currency trades, and thus are considered a lucrative target audience for us. For more information on our business model, you are welcomed to scroll below or hop over to the about us page, but in short, we send potential clients out to reputable, regulated, money transfer companies, and we get compensation for that. The better the client is (better means they make more money off of this client in its consumer lifetime), the higher the compensation.
Our array of skills and knowledge: Just by setting up a website (and in accordance, an LLC), connecting with some of the currency dealers reviewed on this website, making a market research, and structuring the content, we already learnt a great deal of things that could be useful for other business owners (especially ones setting up a similar operation).
In addition, before we have formulated this project, we have gained a lot of knowledge on how to make small businesses successful (senior positions in startups that grew from practically nothing but an office and a chair to publicly traded companies).
How we utilize it? Besides using our business knowledge to create hopefully great resources for people looking to compare and review different money transfer providers, we are also utilizing our knowledge by creating easy-to-make no-BS business-oriented articles (and this is just one of them). You can view all the articles under our business magazine section.
This is just one of many pages we added into the website because:
1. They can serve value to our target audience, being businesses.
2. They can attract people looking for advice on B2B issues. These people can browse through the site and actually reach a conclusion they are better off using one of our top business Foreign Exchange companies, rather than using banks which overcharge on FX.
3. It can help with SEO results. This one is a tad tricky because the Google Panda algorithm is not very keen on sites creating content outside of their core and overdoing it (Google views this as someone piggybacking on its authority by trying to “spam” search engines and target things that aren’t necessarily relevant for him). There are ways around it, the most important thing is to focus on long comprehensive, unique in essence, articles, and the second one being proper distribution of them (both, when done properly, should eventually attract quality links which are a very strong signal for Google on determining on the domain/page level which is worth inclusion in search results).
How do replicate this in 3 easy steps
1. Brainstorm and decide which area you can write about, which is most intuitive for you and easiest to produce content in, but on the other hand should be applicable for B2B clients.
2. Find the platform to distribute these articles. You can put them in your site if you know-how, or in your blog (safer from the SEO perspective), or just find external platforms and post it there. If it’s superb, you better off approaching magazines, if it’s not that good, then “free submission” places are your only choice, but bear in mind they don’t tend to attract much traffic or Google juice, and often become penalized (hubpages and ehow are the best examples).
3. Place within your articles links to your squeeze pages where you make the most money, and hope you can do the old switch and bait, and basically get their attention hooked on other things like business Foreign Exchange 🙂
How Hubspot got it right
An example of a company doing excellent B2B marketing is Hubspot. Hubspot provides marketing products to companies of all shapes and sizes. They’ve marketed themselves so effectively that they’re considered by many to be an authority on digital marketing. When you search for marketing ideas on any topic, you’re going to come across some Hubspot content.
The site does not have a long, illustrious history that has given them this perceived authority. Rather, they’ve built it up over the last 12 years by following the above tips.
- Although Hubspot has a huge target market, they market to each sector separately. Some content they’ll send to big agencies. Other content they’ll send to small start-ups. They have different content for contractors and freelancers as well.
- Hubspot no longer needs to get its name out there. However, in the early days they found investors, customers, and partners through networking at professional marketing conferences.
- Being featured on what were, at the time, the most trusted marketing websites did their reputation a lot of good. They have long surpassed those who once featured them, to become the trusted name businesses look to.
- Hubspot offers a huge array of content from in-house experts. Not only do they provide in-depth articles, they also host webinars and even professional certification for freelance marketers looking to become experts.
- Every so often I get an email from Hubspot. It does not annoy me, as it usually contains content I want to read. When they send through details about new products or courses, I’m interested in finding out more. They’ve convinced me they know what they’re doing – not by spamming me, but by bringing value every time I hear from them.
One Last Tip: Don’t fluff it
The key to getting B2B marketing right is not to “fluff” it. Don’t throw a wide net in the hope of catching a few. You need to be focused, be decisive about who you’re targeting and how, and provide real value.