[av_section min_height=” min_height_pc=’25’ min_height_px=’300px’ padding=’large’ custom_margin=’0px’ custom_margin_sync=’true’ color=’main_color’ background=’bg_color’ custom_bg=” background_gradient_color1=” background_gradient_color2=” background_gradient_direction=’vertical’ src=’https://smeneeds.co.uk/wp-content/uploads/2020/11/david-wheater-xo5-dEaCi8Y-unsplash-1-scaled.jpg’ attachment=’4832′ attachment_size=’full’ attach=’scroll’ position=’center center’ repeat=’no-repeat’ video=” video_ratio=’16:9′ overlay_opacity=’0.5′ overlay_color=’#d7182b’ overlay_pattern=” overlay_custom_pattern=” shadow=’no-border-styling’ bottom_border=’no-border-styling’ bottom_border_diagonal_color=” bottom_border_diagonal_direction=’border-extra-diagonal-inverse’ bottom_border_style=” custom_arrow_bg=” id=” custom_class=” aria_label=” av_element_hidden_in_editor=’0′ av_uid=’av-su017j’] [av_one_full first min_height=” vertical_alignment=’av-align-top’ space=” margin=’0px’ margin_sync=’true’ padding=’30px’ padding_sync=’true’ border=” border_color=” radius=’0px’ radius_sync=’true’ background_color=” src=” attachment=” attachment_size=” background_position=’top left’ background_repeat=’no-repeat’ animation=” mobile_display=” custom_class=” av_uid=’av-rtv8i7′] [av_heading heading=’B2B Marketing Tips’ tag=’h1′ style=’blockquote modern-quote modern-centered’ subheading_active=” size=’52’ av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” subheading_size=’15’ av-medium-font-size=” av-small-font-size=” av-mini-font-size=” color=” custom_font=’#ffffff’ margin=” margin_sync=’true’ padding=’0′ link=” link_target=” id=” custom_class=” av_uid=’av-kh0ib7t5′ admin_preview_bg=”][/av_heading] [av_hr class=’invisible’ height=’-40′ shadow=’no-shadow’ position=’center’ custom_border=’av-border-thin’ custom_width=’50px’ custom_border_color=” custom_margin_top=’30px’ custom_margin_bottom=’30px’ icon_select=’yes’ custom_icon_color=” icon=’ue808′ font=’entypo-fontello’ custom_class=” av_uid=’av-nzkvtr’] [av_heading heading=’to implement this year and grow your business’ tag=’h3′ style=’blockquote modern-quote modern-centered’ subheading_active=” size=’30’ av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” subheading_size=’15’ av-medium-font-size=” av-small-font-size=” av-mini-font-size=” color=” custom_font=’#ffffff’ margin=” margin_sync=’true’ padding=’10’ link=” link_target=” id=” custom_class=” av_uid=’av-kh0ibnyp’ admin_preview_bg=”][/av_heading] [/av_one_full] [/av_section] [av_section min_height=” min_height_px=’300px’ padding=’default’ shadow=’no-border-styling’ bottom_border=’no-border-styling’ bottom_border_diagonal_color=” bottom_border_diagonal_direction=’border-extra-diagonal-inverse’ bottom_border_style=” id=” color=’main_color’ custom_bg=” src=” attachment=” attachment_size=” attach=’parallax’ position=’top center’ repeat=’no-repeat’ video=” video_ratio=’16:9′ overlay_opacity=’0.5′ overlay_color=’#d7182b’ overlay_pattern=” overlay_custom_pattern=” custom_class=” av_uid=’av-gj13pb’] [av_one_full first min_height=” vertical_alignment=’av-align-top’ space=” margin=’0px’ margin_sync=’true’ padding=’0px’ padding_sync=’true’ border=” border_color=” radius=’0px’ radius_sync=’true’ background_color=” src=” attachment=” attachment_size=” background_position=’top left’ background_repeat=’no-repeat’ animation=” mobile_display=” custom_class=” av_uid=’av-eldln3′] [av_textblock size=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” font_color=” color=” id=” custom_class=” av_uid=’av-cqjh9r’ admin_preview_bg=’rgb(241, 241, 241)’] While there are similarities, B2B marketing is a very different beast to B2C. You can’t set up shop and wait for your customers to come to you: B2B selling is all about targeting, finding and communicating with your ideal client, whoever that may be. Here’s a few B2B Marketing tips to help you get working on the marketing you need and get the leads flowing into your business.

Measuring

You need to measure your marketing performance so that you understand what has and hasn’t worked for you up to now. If you are spending time and money on marketing that isn’t working, why continue doing it? Following are some of the numbers and tools to follow to keep up to date.

pipeline performance diagram SME Needs

1. Know your website numbers

Install Google Analytics (it’s free) so that you know exactly how much traffic your website gets, where its coming from, what it is doing on your site and how long people are staying there. The more you know, the more you can make changes to improve its performance.

2. Set up Search Console

It used to be called Webmaster Tools and it isn’t nearly as complicated as it sounds.  There is a lot that it can tell you, but, perhaps, the best feature is what search queries you are being found under and where you rank for that query. You can then work to improve the ranking for specific queries or keywords.

3. Consider more web analytics

Google Analytics is great, but it only shows you the numbers. Would you like to know what individuals are doing on your website? Consider investing in something like CANDDi as it will give you far more information about specific visits. This will be particularly helpful for your Sales team.

4. Calculate your costs

Your product and marketing could be fantastic but if you don’t price your product correctly your business might still lose money. Work out what you need to make a month to keep your business operating, work out the percentage profit from each unit, and then calculate how many you need to sell to hit this target. Do this regularly to make sure our business model is still healthy.

5. Build a sales pipeline

If you’re marketing is targeted to the right place you’ll have an abundance of possible leads. But to manage mass sales you need to ensure there’s a pipeline in place to keep your leads converting at a regular rate to keep your business with a regular income. Steps from lead, to qualification to sales help map out the conversion process.

6. Measure ROI for effective marketing spending

Break your marketing spending into different strands (i.e. social media; email marketing and advertising) see how much each is costing, and how many leads each is generating per pound spent. By calculating your ROI for each type of marketing spending you can see where your money might be better spent, focusing your marketing where it’s got the most traction.

Targeting

In the B2B world, clients are harder to come by, but potentially much more lucrative. It’s worth spending time to focus in and target your ideal client and spend more time pursuing these, rather than a scatter gun approach to get a better return on your marketing investment.

7. Who are you currently selling to?

When was the last time you looked at your client base? Do you know what industry sectors you are particularly strong in? Knowing this will help you have better conversations with your prospects.

focus your marketing

Target

8. Who do you want to sell to?

No matter what you say, you cannot sell to everyone. There are people out there for whom your product or service is perfect. You have to focus on them to make your marketing more effective.

9. How many of these people are there?

If there are only a few of your Ideal Clients out there, it will be fine if you can charge them a lot of money for whatever it is you do.  If not, you may be in trouble. LinkedIn is a great source of numbers, as is the Office of National Statistics

10. Why should they buy from you?

Claiming you are the UK’s leading provider of…. no longer cuts any ice.  Nobody will believe you either. You have to be clear about why they should buy from you.

11. Are you answering the “So What?” question?

The chances are what you say to your target audience is very similar to your competitors, leading to your prospects asking “So What?” Do you have an answer for them that will make you stand out?

12. Can you get your product to them?

If you cannot get your product or service to someone, there is no point in trying to sell to them. Consider how you describe your reach on your website. If you only want to work in your home town, say that on your site. The search engines will pick that up and people outside the area won’t call you – at least that often.

Strategy

Strategy is vital for forming an affordable but effective B2B Marketing campaign. You (probably) don’t have the time and resources to cover every base all the time. Build up a plan, decide what you’re going to implement and when. Most importantly, review what works and what doesn’t, and then build on what does.

13. Set goals for your business

You cannot plan without a goal in mind. Remember that goals need to be SMART:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Timed

14. Develop a business plan

How are you going to achieve your business goals?  A business plan will set out your plans and give you a working document to compare against over time.

15. Develop a marketing strategy

What is your overall marketing approach going to be? Will it be all digital or will you be offline too?  Are you looking for prospects to come to you  (Inbound marketing) or are you going to find them (outbound)

16. Agree a marketing budget

You need resources to market your business. This means either time or money – and usually a combination of the no marketing budgettwo. How much of each can your business commit?  I use the word commit advisedly here because you need to be able to put that resource in every week or every month if you are going to maintain a consistent level of marketing and a consistent level of inbound leads.

17. Identify the skills available within your business

If you want, for example, a pure digital marketing strategy, you need the right set of skills.  They have to come from either within your business or from an outsourced provider. By identifying what skills you have available within the business, you can then work out what needs to be bought in.

18. Buy in talent to fill the gaps

Perhaps there are areas where your current staff can be trained up, but for managerial or more complex marketing roles, talent often needs to be bought in. There’s plenty of ways to do this, either by employing a marketing manager, or using a marketing firm, or using a virtual marketing manager on an as-you-need-it basis.

19. Develop a marketing plan

What exactly are you going to do? Email marketing? Social Media marketing? Tradeshows? Leaflet drops? Direct mail? Knock on doors?  There are lots of different marketing channels you can choose. The channels you choose should match your target audience and they should build on the skills you have available to you. There’s no point in having, for example, a content-led strategy if you cannot write for toffee.

Preparation

Preparation in the B2B context means having all of your client facing resources like social media, websites etc., polished and professional. If your information and details are out of date on any platform then you’ll lose potential customers. Before you make efforts to pursue leads, make sure you’re doing everything to help those trying to find you!

20. Set aside time each week

Probably the most important of all these tips.  To deliver a consistent flow of marketing that will deliver a steady flow of leads for your business, you have to set aside time to do your marketing. It can be difficult, particularly when you are busy, but you don’t want to complete everything that is keeping you busy at the moment, and find you have no more leads or work.

21. Schedule your marketing activity and campaigns

Depending on what tools you are using, ensure that you have a diary that will keep on schedule. You’ve invested time and money into developing a marketing plan.  It would be a shame for it to slip away because you’ve not scheduled it. Ideally you will be able to get ahead so that you have a buffer of content or activity.

22. Sort out your LinkedIn profile

If you’re selling B2B and your LinkedIn profile isn’t any good, you are lagging behind your competitors and losing business. The Linked In Man has lots of useful material on his website and his courses are great.

23. Decide what other social media channels you want to work with

You cannot maintain a great presence on lots of social media channels without investing a lot of time and money, so decide which ones make most sense for you. Better to do 1-2 well than 6-8 badly.

24. Ensure your Twitter profile includes your location and contact details

People like to know where they are buying from and they like it to be easy for them to find out more about what you offer.  If you don’t have at least your URL on your Twitter profile, you are making things difficult for your followers and that is likely to put them off.

25. Set up your email marketing account

There are lots of different email marketing tools on the market. MailChimp is probably the most popular, but think carefully about how complex you want your email activity to be. Functionality varies considerably from platform to platform.

26. Decide who you want to put on your Mailing List

B2B email marketing is complicated.  Some people will tell you that you have to follow GDPR rules to the letter (remember all those emails asking you to re-subscribe). Others will tell you its PECR that is the relevant set of regulations.

27. Link back to your website

Attaching a link, or button, to the logo of your company in your email footer looks slick and professional and should also result in increased website traffic. The more you can encourage existing customers to visit your site, the greater the traffic, making it more likely that you’ll appear when potential clients search for key words. Keep customers engaged to encourage new ones to find you.

28. Develop a Client/Product grid

Which clients have bought what products or services that you can provide them? I doubt many are regularly buying everything you can sell them. They probably don’t know most of what you can provide. Developing this grid allows you to identify the opportunities available to sell more to people who already trust you.

29. Revise the Cookie Policy and notification on your website.

GDPR has changed our world and not all for the better. Your cookie policy will tell people what cookies you are using, what data they are collecting and how you are going to use that data.  They need to be able to turn off cookies if they don’t want them put onto their device.

Implementation

Once you’ve developed a plan, honed a strategy and ensured all of your client-facing platforms are up to standard, it’s time to implement your B2B marketing…

30. Sort your leads

You might be faced with too many potential clients to effectively engage with all of them. If this is the case, you might consider sorting your leads. For example: gold for big clients; silver for smaller; and bronze for those that offer minimal profit.

31. Keep an eye on your notifications

If you’re social media strategy is working, you’re going to have more potential clients engaging, commenting and sending direct messages. To build on this momentum, make sure you like and reply to the engagement you’re getting. This will make you look approachable and professional.

33. Go to events

Since lockdown, a lot of free virtual networking and industry events have popped up. While this is limited compare to in-person networking, it’s still a convenient way to meet potential clients and drop a few virtual business cards, all from your home office.

34. Keep content current

Keep your ear to the ground for developments that could affect your industry. If you post about it first you could build a reputation for yourself as an industry insight leader, giving potential clients another reason to click on your site.

35. Write high-quality content

Google’s SEO algorithms have grown increasingly advanced, meaning you can no longer cheat your way into high-ranking SEO by keyword stuffing. Search engines now factor in images, animations, length and quality of text. Try and write longer, more informative posts with original images and media to get the most out of your content.

Marketing After Selling

B2B marketing doesn’t stop at the conversion process. There’s plenty of opportunity to employ marketing to keep customers happily coming back for more, and promote your company brand in the sales process.

36. Follow up

A sale shouldn’t be the end of a conversation with a client. If you follow up with emails, you can continue to promote other products and keep them up to date with any changes. This is a good excuse to hear feedback, make positive changes and stay one step ahead of your competitors.

37. Ask for feedback

However much insight you have into your industry, no insight is better than that which comes straight from the horse’s mouth. Make sure you ask clients for feedback to ask about:

  • What you’re doing right
  • Gaps in the market
  • Areas for expansion
  • What your product is lacking

38. Flaunt your positive feedback

Feedback can come in the form of social media reviews, Google reviews, LinkedIn recommendations, even just positive comments and by word of mouth. Make the most of this by encouraging your happy clients share their thoughts via:

  • A written testimonial to be featured on your website
  • A public review online
  • Share their thoughts in a social post
  • A case study, to be shared as content

39. Build sales laterally

If you close a sale with a new client, it’s the perfect opportunity to promote any other products that might be linked to what you’re already providing. Your client is still a prospect if there’s products they haven’t bought yet. Remind them of the diversity of your range and any benefits from coming to you for more than one product or service.

40. Keep marketing

I think by now the message is quite clear. There’s never a time when you shouldn’t be marketing your B2B business. It plays a significant role along the whole process from finding, converting and continuing to sell to leads. Even prospects that don’t convert are worth keeping in your mailing list.
[/av_textblock] [/av_one_full][av_one_fifth first min_height=” vertical_alignment=’av-align-top’ space=” margin=’0px’ margin_sync=’true’ padding=’0px’ padding_sync=’true’ border=” border_color=” radius=’0px’ radius_sync=’true’ background_color=” src=” attachment=” attachment_size=” background_position=’top left’ background_repeat=’no-repeat’ animation=” mobile_display=” custom_class=” av_uid=’av-bdmxn3′] [/av_one_fifth][av_three_fifth min_height=” vertical_alignment=’av-align-top’ space=” margin=’0px’ margin_sync=’true’ padding=’0px’ padding_sync=’true’ border=” border_color=” radius=’0px’ radius_sync=’true’ background_color=” src=” attachment=” attachment_size=” background_position=’top left’ background_repeat=’no-repeat’ animation=” mobile_display=” custom_class=” av_uid=’av-8wnpa7′] [av_textblock size=” font_color=” color=” custom_class=” av_uid=’av-6w0thb’] Working your way through all of these B2B Marketing tips will have you all set up for a great year. However, if you are struggling with them, we are more than happy to help. Give us a call on 020 8643 5911 or click here.
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