Business-to-business (B2B) marketing is an intricate and challenging landscape. To succeed, you must navigate the complexities of getting sales leads, target audiences, budgets and more. That’s why it’s so important for marketers to understand the different B2B marketing power laws at play. If you want to grow your reach in B2Bs and extend your impact in the buying cycle, follow these five tips…
Target Audiences Matter
Before you can decide what type of content to create, you’ve got to know who you’re writing for. You may be targeting CEOs, marketing managers and salespeople. You may be targeting technical and non-technical decision-makers. You may be targeting specific industries like healthcare or technology. As you figure out who you’re targeting, you’ll be able to choose the right tone, language and format for the right audience. Knowing your audience will also help you decide what content to prioritize. To get a better idea of your target audience, conduct some demographic research. Start by looking at your product or service. Who might be interested in that? What demographics might be interested in that? Then, do some digging on your competitors. Who are the top competitors in your industry? Which ones are focusing more on millennials? Which ones are targeting more female decision-makers? How are these competitors performing in relation to your competitors? What makes these different from the rest of your market? What about your target audience makes them unique? From these insights, you can start to create a clearer picture of who you’re targeting.
Research Is Key
Marketers need to make decisions at every stage of the buying process. They need to understand their customer. They need to decide what channels to use. They need to determine what content to create. They need to understand how to optimize their content. Marketers must research each of these key B2B marketing power laws to grow their reach in B2Bs. And, they must do this well before they start their content strategy process. Marketing research can help you find your target audience. It can help you choose the right tone, language, and format for your content. It can help you decide what topics to research further, what to forget and what to focus on in-depth. It can help you choose the right channels to use, what audiences you should target and what keywords to use. All of this research will help you avoid the costly mistakes that too many marketers make.
Build Relationships
Marketers need to build a relationship with their audience. Building relationships requires marketers to be authentic and genuine. Genuine marketing means being genuine with your audience. When you’re building relationships with your audience, it’s important to stay away from selling. Don’t sell your company. Don’t tell the audience what they should think or feel. Instead, listen to their needs, wants and desires. Learn how to serve your customers better. Be genuine with your audience. Be authentic in your content. Be helpful and useful. Be human.
Pay-Per-Click (PPP) Ads Are The Best Option For Some Markets
The cost-per-click (CPCC) is the metric that most marketers use to determine if an ad is profitable or not. Unfortunately, CPCC is not the best way to determine profitability in every market. According to Sprout Social research, CPCC is not the best way to determine profitability in some B2B markets, especially industries like healthcare and technology. In these industries, you should use pay-per-thousand (PPM) metrics. PPM is the metric that marketing experts use to determine if an ad is profitable or not.
Bottom line
Business-to-business (B2B) marketing is an intricate and challenging landscape. To succeed, you must navigate the complexities of sales cycles, target audiences, budgets and more. That’s why it’s so important for marketers to understand the different B2B marketing power laws at play. If you want to grow your reach in B2Bs and extend your impact in the buying cycle, follow these five tips… Target Audiences Matter Research Is Key Build Relationships Content Is King Pay-Per-Click (PPP) Ads Are The Best Option For Some Markets Bottom line
What Are The Five B2B Marketing Power Laws?
The five B2B marketing power laws can help marketers get a better understanding of these key B2B marketing power laws in action. We’ll first discuss the B2B marketing power law of targeting.
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