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b2b marketing

B2B Marketing Tips

Keeping your audience and your type of client (business or consumer) in mind will have a huge impact on the success of your marketing efforts. Marketing isn’t just marketing; when you use the right approach, you will reap the benefits.

Marketing specifically to clients that are other businesses, is referred to as B2B (business-to-business) marketing. The approach of marketing to businesses will be different than when you’re marketing to the end-consumer (referred to as B2C or business-to-consumer marketing). Here are some B2B marketing tips:

B2B Drivers

Business clients are very interested in the fine print; they want to know what’s in it for them in the long run, including cost saving and lasting relationships. Businesses are driven by reducing operating costs and having real relationships with their providers. They will expect customer service before they even make a purchase from you. The clients will try and negotiate your best prices because they don’t have the time to shop around each time they need something. However, once they decide to use your business, they will likely stick with you for a long time.

The sales process

Businesses buy large-scale. Your business clients will be smaller in numbers, but make much larger purchases and buy from you more than once. A B2B marketer will be involved in a much longer process before the sale actually happens than the B2C marketer. Businesses require a much more intimate relationship than just the initial contact. There will often be levels of approval by higher management or their accounting department, and a B2B marketer will have to follow up on the lead often to get it converted to a sale.

Brand identity

care less about your brand and more about the quality of your service, so branding will help you be considered, but won’t necessarily get you chosen. Business clients care very much about your intentions and values. What better way to show them that you value your clients than having nice conversations with other clients on social media where they can see it? They can see how you respond to client concerns and decide if they want to do business with you. They can also see if your brand identity suits the idea of what they have in mind for themselves.

Channels

The channels you use may differ depending on your audience. The perception that Facebook can only be used for consumer marketing is somewhat outdated. Using Facebook for B2B marketing is actually a very powerful tool because you can target very specific audiences. Business managers are also just regular people who are likely to have Facebook accounts. Facebook has 2 billion monthly active users. Twitter only has 330 million monthly active users and LinkedIn has 500 million users.

LinkedIn is still the social media channel of choice for many businesses. However, the main reason you should consider adding your business on Facebook as well, is the detailed audience targeting. An example of a company that would need to market to other businesses instead of end-consumers, is a company selling call centre software to businesses that have call centres. To target the decision-makers on Facebook, you can create a new audience like this one for example:

Keeping your audience and your type of client (business or consumer) in mind will have a huge impact on the success of your marketing efforts. Marketing isn’t just marketing; when you use the right approach, you will reap the benefits.