B2B Marketing Needs are Diverse
Business to business marketing generally demands a highly customer-focused, specialized plan and tactics to connect with prospective customers. Plan diverse ways to identify and listen to prospects. Encourage communication through ease of contacting you. Offer a variety of communication tools beyond phone numbers and email.
Email forms should be short so they can complete and submit quickly. Do not require too much information – only what is necessary to assist communication.
B2B Customer Decision-making
One of the unique differences of many B2B customer sales is the latent purchase decision process or buying cycle. Many factors can impede time needed to complete a B2B transaction:
- Identify and compare credible, qualified vendors or suppliers
- Confirm required specifications can be met or challenges resolved
- Approve costs over thousands or millions of dollars
- Secure final approval by differing groups or individuals
These all take time.
The B2B market is defined by four main categories:
- Commercial Market
- Trade Industries
- Government Institutions
The Commercial Market includes any individual or company that needs goods and services that directly or indirectly support the production of other goods and services. Examples:
- Jimmy Luv’s buys tomatoes, spices, bottles and printed labels to produce their Jimmy Luv’s Bloody Mary Mix, which they sell to bars, restaurants and liquor stores.
Trade Industries include wholesalers and retailers (resellers) that buy goods for resale to others.
Business-to-Business Marketing Strategies
Most B2B companies use marketing literature to forward to pre-qualified prospects. They build their list of prospects from direct mail, email, trade shows, customer referrals, website subscribers and even purchased mail distribution lists.
Since 2000, most B2B companies have realized they need a professional, credible website presence. While some are still transitioning to a more interactive online presence, many businesses understand the value of adding fresh, relevant information designed to inform and persuade visitors to initiate contact with them.
Jump to 2017 and businesses now have two of the fastest-growing media tools available on the Internet: social media and online videos. Used correctly to either incorporate personal referrals or visually-compelling presentations, these are the two most powerful forms of connecting and communicating with customers – especially for the B2B industry. Videos provide businesses with the power to demonstrate products, manufacturing services, equipment, and facilities. Social media then gives a much broader network for meeting people, sharing resources and B2B lead generation.
Videos are a Valuable B2B Marketing Tool
Corporate and Commercial Video Production
We have videographers, post-production editors and an In-house Studio for integrating your B2B services and brand into a strong marketing video. We also have an in-house music producer who works exclusively on creating, mixing and producing music for both businesses and individual artists. We produce all kinds: corporate, sales, informational, training, trade show, branding and social marketing.
Learn more about B2B Marketing Strategies on our blog.
Contact K Kom if you’re ready for a more targeted approach in reaching your ideal audience and growing your business!