With technological development taking over many business operations, many B2B marketers have decided to carry out their promotional activity online. However, one drawback of using online B2B marketing techniques is that you can only target those international buyers who have access to the internet. Businesses lose the chance of face-to-face interaction.
Therefore, it’s pretty apparent that in order to achieve success and target all your potential B2B buyers, you need to make sure that you use a blend of both online and offline methods. Today, we’ll mention some of the most effective B2B traditional marketing techniques that you can use offline.
· Sponsor an Upcoming Event
By investing in sponsoring an event, not only do you receive recognition through the event, but also signifies that your business is trying its level best to meet its social responsibility. During the event, your sales representatives will get a chance to sell off your products face-to-face. In addition, they also get a chance to answer any questions and physically provide them with a short guide of the product.
However, you need to make sure that the event you sponsor is expecting an audience that would have interest in your brand. There is literally no point in investing in a event that is not related to your market niche.
· Participate in B2B Trade Shows
B2B trade shows are pretty popular in the modern B2B environment. These trade shows allow you to interact with your potential prospects and tell them more about your company, products and services. In addition, you’ll actually see all your competitors present there as well. This can help you to understand what you are up against and which marketing techniques they are using. Consider such events as learning platforms for your team.
During trade shows you’ll get a chance to explain what your products are capable of and why your B2B buyers should buy from you. One significant benefit of participating at a B2B trade show is that you may get an opportunity to recruit some of the top branding professionals of your industry.
· Host Company Events
Many organizations around the world host at least one event every year for their company. These events are open for public and media personals. You can show the world your products and highly qualified team. In addition, with all the media attention you’ll get, you can launch a new product in this event. If you aren’t looking for something formal, you are also free to host sports events where your potential audience can participate as well. Such activities help in building trust amongst your clients.
Another great way to boost your brand’s image, as well as people at your event, is by inviting influential people. Nowadays, influencer marketing is on hype, and you can capitalize on this opportunity by inviting influencers who publish content online related to your industry.
· Use Posters and Billboards
Though posters may seem pretty small scale, that doesn’t mean that you have to put them up. If you don’t feel comfortable sharing posters, you can always consider opting for billboard marketing. Billboard marketing has been around for many decades and still hasn’t lost its touch. Since this technique is considered for those who are in B2C businesses, B2B companies can always invest in it as even their potential clients travel and can see such promotional banners on their way to work or home.
B2B marketing is no walk in the park. Since B2B buyers are associated with running their own businesses as well, every move they take is well planned and researched. Therefore, in order to convince them to make their purchase decision in your favour, you have to make sure that you get into their heads. With offline marketing techniques, there are higher chances of using various emotions and information to generate a good lead. Therefore, we advise that with all your digital marketing techniques, you also invest time and resources in offline B2B marketing strategies to generate leads.
When we see Instagram’s logo on our phone, all we think about is stories, holiday snaps, memes, quotes and small clips. However, with over 100 million users, you can’t deny the fact that many of them are your potential clients, employees and suppliers. Therefore, ignorance of such a social media platform from a B2B marketplace, wouldn’t be considered a smart move.
Wondering why? Read on to find out!
1. Showcase Your Business
If you can share just about everything you do during the day on Instagram in the form of snaps and videos, then why don’t you do the same for your business? A lot happens throughout the day that you can share with your follower. We know you have a website, but I’m pretty sure your followers will prefer seeing snaps from you on your Instagram page rather than on your site.
To start off, you can reveal your company’s culture. Take your potential audience behind-the-scenes and show them your office, work environment, and even your values. One thing to note down here is that B2B buyers prefer buying from those B2B platforms that they like, know and trust.
In addition, you can also share your customer’s experience. No need to share every customer’s story, but you can share the ones that you feel will move your followers and make a strong impact on your audience. In addition, if you have an active Instagram page, your employees will also link their posts related to work with your page. This can develop a better image of your brand within the community.
2. Engage With Your Followers
Regardless of why you use Instagram, at the end of the day, it is a social platform, and just like any other similar network engagement is the core purpose. Social networks are designed to engage with your friends, family members and even your followers. The same can be done by you to show your followers how much you care about your audience. Keep your eyes open for opportunities to get into conversations. In addition, share useful content to generate comments and shares for your posts. That way, you can reply to comments and like their activity to maintain a healthy level of engagement.
3. Use Instagram's Business Features to Leverage Your Social Presence
If you think Instagram is just a social platform for sharing snaps and videos of your day, you are wrong. As users rapidly increased, the developers realized the potential this network has in social media marketing. Many top B2C brands started using this platform to lure more customers to their brand. Quite similarly, even B2B platforms understood that they could also reach out to over 100 million users through this platform. That’s where instagram’s paid ads jump in.
Quite similarly to how you run adverts on Facebook, your paid ad copies can also appear on your Instagram, profile. There are two ways to do it. You can either choose to show all your paid Facebook posts on Instagram as well. Or, if you are in favour of running unique Instagram optimized ads on this platform, you are free to go for it.
To be honest, both ways have turned out to be great for B2B portals. However, your choice strongly relies on your product, target audience, and ad copy.
4. Share Inspirational Quotes
One way to boost your Instagram followers is by sharing inspirational quotes. Since you aren’t free to post long-form content on this network, you can attract, increase engagement and entertain your followers with snaps of quotes, memes or even interesting Gifs.
The good part here is that you don’t have to make any effort of writing something down. Use the Internet to find some of the top quotes related to your industry. Influence your followers with such posts and make sure to don’t let their attention slip away.
Social media marketing (SMM) has proven to do wonders for many top brands. As a B2B marketplace, you can’t ignore this platform. In fact, I would consider this platform a crucial part of your next SMM campaign. If you still haven’t planned how you’ll use Instagram for your B2B platform, follow our tips and launch your business page today. Within no time, you’ll be seeing followers racing to like, comment and share your posts within their social circles.…
One of the most crucial decisions you have to make during the launching or planning of a business or product is whether you’ll be targeting only final consumers (B2C) or other businesses (B2B). By finalizing on one, not only will this affect your marketing strategies, but it will also help you in building your operational structure as well as your supply chain management.
However, we’ll stick to marketing today.
In order to generate a healthy profit, your sales volume plays a significant role in helping you achieve your targets. However, an average person usually never needs to buy a specific product in high quantity. Apart from that, if you have a million people buying that one particular product, then that would be another side of the story.
That’s basically how a B2C and B2B business runs. One is after a single buyer you have the potential to buy in bulk, while the other is after a target crowd so that they can sell their product to all of them. Regardless of which path you take, maximum profit is where all eyes are.
Wouldn’t it be nice if you could target both types of customers? Well, that’s what I’m about to discuss.
What It Means to Be a B2C and a B2B Supplier
As a B2B supplier, you’ll always be dealing with businesses that’ll buy from you in bulk. They may purchase units in thousands and even millions from you. In return, your B2B buyers will expect you to meet deadlines and be consistent in providing them with both quantity and quality at the same time. Having loyal clients that buy from you consistently is a significant advantage. However, it’s pretty evident that these global buyers will always pay you less since they are buying in bulk. That’s where you’d prefer being a B2C business for the time being.
B2C suppliers are devoted to fulfilling consumer needs and wants. We can call retailers a B2C business. Apart from that, many ecommerce websites are also operating on a B2C module. However, unlike B2B, your marketing and sales strategies need to be fast paced and result orientated. The more time you take to convince them the more time you’ll be giving to your competitor to steal the customer. Therefore, you have to make sure that all your sales and marketing strategies are on point and actionable.
Marketing To B2C and B2B Buyers Together
I’m pretty sure by now you’ve realized that marketing to both types of global buyers is entirely different. While B2C marketing focuses on convincing consumers to make a purchase instantly and targeting their needs, B2B marketing is dedicated to offering expertise and educating the potential buyer.
In order to run a business that targets both types of buyers, your focus should be on cost savings. Since you can get orders for a single unit and 100 units, you need to set a price that is flexible and is ideal so you can make a profit on both types of orders. In addition, bulk buyers always expect a discount, so make sure you maintain a margin of discount in your price so that you don’t make a loss when selling at a lower price.
One of the best techniques you can utilize to go with a dual model business is by launching an ecommerce website. That way, you can easily take orders from both types of buyers. Apart from that, you can provide contact details for those buyers who wish to buy in large quantity and are willing to negotiate a deal.
You Need To Be Careful From...
One point that I’d like you to be careful about is the stock you are planning to maintain at your warehouse while thinking about targeting both audiences. Running a B2B and B2C business is possible, but your inventory can play a significant role in building or destroying your reputation.
For example, if you sell a specific product at a reasonable price to a B2C buyer and B2B buyer, the chances are that your stock will run out before that same B2C buyer gets a chance to buy again. In addition, there is no guarantee that the next batch that arrives was produced at the same cost. Your prices can change in every few months, and that can make it hard for B2C buyers to come back to you. We advise that you divide your stock according to the demand and keep both your customers happy.
Although running a combined business is no walk in the park, it’s possible! In addition, you also get a chance to explore different markets and opportunities which can help you become a successful business in the future.
Are you fed up of trying to lure global buyers to purchase your products? The truth is that almost every B2B marketplace is busy focusing on similar digital marketing techniques to capture leads. I’m not saying that digital marketing is ineffective, but if you want to edge past your competitors and increase your market share, you are going to have to alter your marketing strategy.
Our advice is to focus on video marketing and capture leads by grabbing your potential audience’s attention. Here are a few stats to support my opinion.
- According to Wordstream, 59% of executives have stated that they prefer watching a video than reading
- According to HubSpot, 55% of their users have stated that they pay more attention to videos than any other types of content.
- According to Google, Almost 50% of all internet users look for videos related to specific products before actually going to the official store.
- According to Buffer, businesses that use videos in their marketing strategy have a 34% higher conversion rate and 27% higher click-through rate than those companies that don’t.
Having that said if you are convinced by now that videos can help you gain more leads than here are a few ways you can use this type of content.
Ways to Use Video Content
Regardless of how the stats mentioned above help you make up your mind that videos are actually useful for you, it doesn’t answer the question of how to use them. For that very reason, we are going to tell you how you can use videos to improve your returns in no time.
1. Social Media
Social platforms are currently the most crowded websites these days. In fact, around one-third of the global population has already signed up to at least one social media platform. Social media platforms are where people share their stories, thoughts, and experiences with their fellow friends, relatives and even the general public. In addition, these platforms also allow users to interact with brands and vice versa. Uploading videos are incredibly easy on these websites, as well as sharing them across profiles and networks.
Though uploading and sharing on social media platforms is considered easy, you cant only rely on that specific channel. If you are already using content in your marketing strategy, with a video added to a blog you write, that piece of content will grow in value. In addition, you can expect more people to go over it with a reduction in your bounce rate and a rise in your average user on page time. Apart from that, this tactic will also attract many international B2B buyers who are looking for high-quality content.
3. On Your Website
The first thing that every organization should have in back up with their digital marketing campaign is an excellent user-friendly website. In addition, you may use video content on that website anywhere you can. We already mentioned using it on internal blogs, apart from that you can publish it as a product tutorial, product review, or simply as a welcome note on your homepage. Believe, all these types will work.
4. External Video Platforms
Apart from using your website, content and social profiles, you can also share and upload your videos on external video platforms. The top three being YouTube, Dailymotion and Youku. You can upload your video content on these platforms to generate views. You can even put links in the description of the video to generate traffic back to your website.
Video marketing is known to be an effective way to attract global buyers to your B2B marketplace. Though other digital marketing techniques are crucial, by adding videos you can expect better a ROI and click through rate. If you are facing problems in finding buyers, use videos to make them come to you.…
There was a time when you could maintain your sales with the help of outbound marketing on TV channels. Radio and billboards. However, the time has changed, now people prefer using the internet more than watching TV. Therefore the process of outbound marketing became less effective. Today, if you are looking for ways to increase your sales, then you should surely approach inbound marketing. There are three primary inbound marketing techniques which can be used; content marketing, social media marketing, and search engine optimization.
Which One is better?
Are you still wondering why people would read a 500-1000 words article rather than watch a three-minute video before purchasing a product? It's all because of the rising competition. I do not deny the fact that TV ads generate sales, but not as much as they used to. On the other hand, content marketing is more effective because the consumer can learn much more about the product and differentiate it with competing products.
The top three content marketing tactics are blogging (65%), social media (64%), and case studies (64%) - LinkedIn Technology Marketing Community
Inbound marketing is being in the right place at the right time. E.g. Facebook has 1.13 billion daily active users (Statista, 2016), this means if you start running ads on Facebook you can expect to have many visitors to your site depending on your budget. The same case is with other social networks like Instagram, Twitter, and Pinterest. You can promote your B2B marketplace on these social networks sitting at home without hiring a marketing team. It’s that simple!
81%+ of marketers found that increased traffic occurred with as little as 6 hours per week invested in social media marketing. - Social Media Examiner
If you want people to know about your B2B marketplace, then being listed with a good ranking in Google is necessary. Google accounts for over 76% of all global desktop search traffic, followed by Bing at 8%, Baidu at 7.5% and Yahoo at 7% (NetMarketShare, 2016). The process of improving your ranking is called search engine optimization (SEO). It’s all a game of keywords which are most commonly searched. With the help of a keyword, you can generate organic traffic and gain visitors which will eventually turn in to customers. Once again, all you need is a laptop and an internet connection for this technique.
Marketers see SEO as becoming more effective, with 82% reporting effectiveness is on the rise, and 42% of this group stating effectiveness is increasing significantly- MarketDive, 2016
A significant business objective is to lower its expenses and earn more profit. If organizations continue outbound marketing then eventually the expenses will not come down. On the other hand, inbound marketing has proven to generate sales at a much lower cost per sale. Not only that, even sales have shown an increase. It’s ultimately your choice which marketing strategy you prefer, but as time is passing by and technology is taking over everything, there will undoubtedly be a day when inbound marketing completely overlaps outbound marketing in every industry around the world.
Everything takes time! You can’t expect to boost your sales within days. Therefore, we suggest that you stick to making good long-term goals. These goals can be used as a roadmap on which you need to walk on. Instead of closing deals, focus on increasing your company’s credibility and developing trust from your potential audience.
In order to become successful in modern sales strategies, you need to put time and focus on changing your approach. Lead generation isn’t a simple cold call anymore. It involves getting to know both your customers and competitors better. Follow our useful tips to enjoy your new sales journey and get your name listed as the salesperson of the year.…