B2B are business deals made between companies. These buying and selling operations are currently carried out via the Internet or private networks. And this moment in time, you can be sure that many entrepreneurs are on the Internet seeking solutions for their companies. Consequently, blogs that focus on B2B communication have become an essential tool for attracting […]
B2B are business deals made between companies. These buying and selling operations are currently carried out via the Internet or private networks.
And this moment in time, you can be sure that many entrepreneurs are on the Internet seeking solutions for their companies.
Consequently, blogs that focus on B2B communication have become an essential tool for attracting companies, enhancing the relationship, getting more prospects and more clients.
The B2B sales process is normally more complex and somewhat slower, but it can be rewarding, bringing more repeat sales and larger tickets per client. So you need to know how to exploit these advantages.
Contents
- Strategies for your B2B blog
- 2. Understand the customer journey
- 3. A B2B blog is not a direct sales channel
- 4. Form partnerships with market influencers
- 5. Communicate better and respond more quickly
- 6. Use Marketing Automation
- 7. Online Advertising
- 8. Showcase studies of other clients
- 9. Take the lead (potential client-company) to the next level
Satisfactory results will come, have faith!
Considered to be the main pillars of marketing, that serve to create business opportunities, you need to know the profile of the business client you want to attract: the persona. Only then will you be able to prepare attractive content that really does add value. Ensure that you have a well-defined value proposition, bearing in mind that your company has to provide solutions.
Strategies for your B2B blog
1. Focus and improve in your niche
“You can’t be all things to all people.” A company needs to specialize in a certain field, becoming a reference in a given subject.
If you’re involved in the small and medium company, writing for your niche will bring greater benefits, because you will be talking to those who really are interested, and will not be competing with big players that cover everything.
What’s more, you will strengthen your brand by showing mastery and control over your business and will probably encourage more reader engagement.
2. Understand the customer journey
Acknowledging the problem, the search for information (mainly on the Internet), evaluation and finally, the purchase decision. Or rather, be mindful of the sales funnel: reach the prospect, engage through educational content and convert them, transforming this involvement into sales and profits.
Having creative content and strategies designed for each of these stages is crucial.
3. A B2B blog is not a direct sales channel
Don’t scare your site visitors off with advertising. Be aware that the blog is a channel that supports the growth and development of your client. Becoming a reference on the subject and consequently, with a solid reputation, converts this relationship into sales.
Your sales channels will be required at the right time. For this reason, be efficient in both your online and offline processes. Offering an 0800 number reflects credibility and customer care.
4. Form partnerships with market influencers
Experts on the subject matter normally have a lot of followers interested in the field, that could considerably increase your exposure and boost your business growth.
Look for such influences in blogs, YouTube channels, social media groups and even in forums and conferences. It’s important that this influencer is appropriate for your business profile, has a good reputation and a qualified audience.
5. Communicate better and respond more quickly
Answer your potential clients’ queries and requests. Focus on streamlining operational and commercial processes, reduce errors and try to be more efficient. Also, be flexible and respond to every type of business model.
Telephone and email are basic for communication, but it’s essential to explore other channels. There are numerous, easy to implement tools on offer today, that could optimise your service. Services that range from simple chat or support ticket organiser, up to a CRM (Customer Relationship Management), allowing you to manage each client relationship, accurately detailing the whole process.
6. Use Marketing Automation
Relationships with all of the contacts you make need follow-up, which is why it’s worth setting up personalised emails, nurturing your leads with further interesting material, encouraging learning and conversion.
For this reason, it’s important that you keep your contact list segmentation up-to-date, separating your lead groups by their individual interests.
7. Online Advertising
Using Ad Words or Facebook Ads provides another interesting opportunity to attract more visitors to your B2B blog. It does require investment, but by optimising your campaigns and carefully studying the competition in your niche market, you could buy new leads for a very small amount.
The great advantage of Adwords and Facebook ads is the ability to segment your target market: by geographical location, by language, by interests etc., helping you to stay focused on your niche.
8. Showcase studies of other clients
Provide testimonials, sales growth statistics or results achieved Your potential clients will therefore be more convinced about your worth, especially if you share success stories of companies in the same niche or business field.
Want to see an example? According to Dr. Caio Cardoso, “by using marketing automation at our medical practice, client communication improved and generated a 47% increase in medical appointments, in comparison to 2016. This visible improvement made it an essential strategy for the business.”
9. Take the lead (potential client-company) to the next level
Ideally, each strategy should take clients closer to the purchase decision. So don’t forget those call to actions, driving towards to sales completion. At this point you need a competent sales team to offer the best solutions.
Monitoring the implementation of all of these strategies is extremely important, as well as assessing what went well in relation to objectives, making adjustments when necessary.
How is your company blog doing with respect to these strategies?
You could be losing opportunities. Think about it!