So in order to share some of the basics of our collective experience, here are EWA’s B2B marketing fundamentals:
Your Identity & Target
- Clearly define and state who you are and what it is you offer (as well as what you’re REALLY good at) – develop a positioning statement you can use across multiple mediums.
- Decide on your target market – who do you want to sell your services to, what sort (and size) of businesses are they?
- State why businesses should buy from you – what are your USPs? – think about your features and benefits you offer.
- Decide on the best people to make contact with at your target companies – which job role would you typically make contact with first? (And who signs the cheques?)
- Make sure your website is earning its keep – does your site generate enquiries and leads for you, can interested businesses easily find you online?
- Track who visits your website – specialist software can give you insight into who visits and what they look at.
- Get your data sorted – clean what you have and then buy more if needed and make sure it’s in a proper database, not lurking on a spreadsheet somewhere. B2B campaigns either sink or swim based on the quality of the data used
- Become thought leaders in your sector – give people a reason to listen to what you have to say – build trust and become a source of information.
- Write a blog – share your thoughts, opinions, advice and guidance. It will build trust in your prospective customers (as well as having SEO benefits).
- Develop a social media strategy – it’s becoming as important as having a plain old website – make and foster new connections.
- Use online business network tools – Make genuine connections and engage in conversations with people looking for your services.
- Get help from specialists where you need it – you can’t do everything yourself and engaging the right agencies can make a huge difference (do you know the difference between organic and paid search, how to conduct successful telemarketing, which PR sites to post your stories on??).