As I’ve discussed in previous articles, there are many differences between creating marketing content for B2B and B2C clients. B2B marketing strategies not only have to take into account that the products or services you’re promoting require explanation, but may be used differently by potential customers. Figuring all this out can be a long process, but once you’ve found your target audience(s) there are few things you can do to make your content more effective.
Every B2B project I’ve ever worked on has required me to create content for at least 3 different verticals (industries) and these are the 5 things I always consider before creating my B2B marketing funnel.
One of the first things that I always consider is what problem(s) each of the potentials has and how the product or service can help them solve it. Why is this so important? Because it’s going to be the cornerstone of my messaging going forward. Buyers are always looking for a solution that will make their lives easier. The key is to recognize that no matter what product or service you’re marketing, there’s a good chance that the problem it solves will be different for each vertical.
Wouldn’t it be great if every campaign you created was as simple as “Just Do It” or “I’m Loving It”. As time-consuming as it may be, one of the most important parts of content marketing is being able to speak the language the target audience will respond to. As an added bonus, doing the research for B2B companies is a great way to learn about industries you may never have been interested in before. The amount of terminology I’ve learned and have been able to apply towards other projects has been incredible.
No matter how much I may be able to learn from search engine research, what I write will never be as powerful and convincing as a testimonial from a real customer. Having the ability to add a testimonial to your content gives it an extra layer of authenticity. Additionally, this has the potential to help build brand loyalty as you’re highlighting your customers. Another option that is often overlooked is adding influencers to your mix. As the decision-making process for companies starts moving into the hands of younger generations, more and more decision-makers will turn to social media as an extra source of information.
If I’ve learned anything about working for B2B clients, it’s that the pace is completely different than a B2C client. Much of this has to do with the fact that the purchase process is vastly different. Business to consumer marketing is much faster and can respond to trends. When working with B2B clients your focus is on lead generation marketing and is a much longer process. Knowing the steps that B2B customers take when making their purchase decisions can help you address any issues proactively and can help speed up the decision process.
Snail mail, email, and B2B digital marketing are all methods I’ve worked with over the years and they each have their own upsides and cost per lead. Depending on the product or service you’re advertising, one might work better than another. Each of the tips I’ve mentioned earlier applies to all of these methods. Establishing a B2B marketing strategy that combines multiple methods for each stage of the customer journey will make lead nurturing easier and more effective.
There are a number of factors to consider when creating a marketing campaign for a B2B client. I hope that these tips can help you overcome some of the obstacles that I faced when working on campaigns over the years.
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