Summary: Small businesses can build effective B2B marketing strategies by focusing on relationship-driven, multi-channel approaches. Prioritize brand identity, trust-building, and consistent lead nurturing to engage decision-makers effectively.
In business, decisionmakers are motivated by efficiency and ROI above nearly anything else. Appealing to those unique needs requires a strong B2B marketing strategy. You must interact across more channels, including face-to-face. It’s the only way to create the emotional resonance necessary to close a deal.
Do you know how to leverage relationships and a multi-channel approach to reach your ideal customers?
In this guide, we’ll explore how to create business-to-business marketing strategies that work. In the process, you’ll boost growth, client retention, and brand authority. Continue reading to learn what it takes to navigate B2B relationships with finesse.
B2B Marketing Is Built on Relationships
B2B marketing strategies are all about building enduring relationships.
Why? B2B sales funnels are longer and more complex than B2C funnels, and it can take weeks, months, or even years to convert a lead. Each stage of the decision making journey can take an average of 2.5 months. However, as more Millennials step into leadership roles, the funnel is growing even longer.
The sooner you establish trust, the sooner you can close the deal.
Even if your product is phenomenal, small businesses face a lot of competition. To stand out from the crowd, it’s crucial to build a foundation of authenticity and comradery. That can be as simple as ensuring you know key decisionmakers by name.
We recommend a multi-channel approach to B2B business marketing that includes a face-to-face element whenever possible. Once you make the connection, you can grow the business relationship organically. Your outreach will be a lot more welcome when you’ve begun with an authentic conversation grounded in respect.
Keep that relationship-driven foundation in mind as you craft the rest of your strategy.
Your Brand Identity Matters
You need to ensure your leads can recognize you, even if they aren’t looking you in the eye. Aim for uniformity in all B2B marketing materials. That requires a brand message, voice, and visual identity that is consistent and distinct.
Now that they’re looking, what do they see?
Can you:
- Articulate, with specificity, the solution that your business provides?
- Identify the ways your solution is different from your competitor’s solution?
- Promise and, subsequently, deliver on value?
When condensed into a statement, those details form your brand’s unique value proposition. In essence, it tells customers exactly what you offer, and why they should choose to work with you. A strong value proposition forms the basis of effective B2B marketing strategies.
In the B2B sphere, your brand identity also includes your reputation in the industry. You must find ways to demonstrate expertise and credibility. Often, that involves a B2B content marketing strategy. You’ll need to create thought leadership content, produce case studies, and garnish customer testimonials.
In other words, imagine that your leads are doing deep research into your brand. Would they be satisfied with everything they find? Would they be impressed or left wanting? You may need to leverage influencer marketing, guest posting, and press releases to create a positive big picture image.
Develop a Multi-Channel Approach
We recommend utilizing at least four channels in your B2B marketing strategy:
1. Email Marketing
An effective B2B email strategy includes segmentation, personalization, and automation. Use workflows to nurture leads, and deliver the content they need to see exactly when they need to see it. Remind them of opportunities to connect.
Showing up in the inbox keeps your brand and solution top of mind. A sound email strategy can ensure your outreach is helpful and not intrusive. Always aim to communicate, not inundate.
2. Social Media Marketing
Social media is a tool for professional networking. Posting authoritative content can help drive engagement and center you as a thought leader and industry expert. It can also help you participate in discussions with others, building relationships that can yield business down the line.
Use the features of social media sites to add to conversations and establish a helpful presence. Even using the share button is part of communication and relationship building. Engagement is key. It is called social media, after all!
3. Content Marketing and SEO
Your content strategy should both address your audience’s needs and boost search visibility. Leverage blogs and white papers, and aim to answer the questions your prospects have before they can ask them. It’s a way to provide value and establish expertise while grounding your business in authority.
4. Event and Face-to-Face Marketing
In addition to online channels, ensure you have a presence at expos and industry events. We advise exhibiting at an event to further establish visibility.
Begin the sales journey with a handshake and an authentic discussion about your lead’s pain points. While that does mean brushing up on your networking and communication skills, the effort is nearly always worthwhile.
Prioritize Lead Nurturing
Once you have a warm lead, kindle that flame and ensure the fire doesn’t go out! The way you follow-up after a positive interaction is as important as the interaction itself. Again, relationships are a marketing strategy in business-to-business interactions!
A sound B2B lead nurturing strategy should include the use of a CRM with automation capabilities. It’s one of the most effective ways to manage leads at every stage of the sales funnel.
Remember, all follow-ups should be timely and as personal as possible. You can’t do that if you’re disorganized. A solid CRM system will not only keep contact information in one place. It will also manage your paper trail from the first meeting to closing and beyond.
Plus, it can provide data, analytics, and insights based on their actual behavior. That’s invaluable for managing a longer B2B sales funnel.
Take Your B2B Marketing Strategy to the Next Level
Are you interested in learning more about crafting a winning B2B marketing strategy? Discover Our Small Business University! We offer free online webinars to help small business owners improve their skills and grow.