Marketing to fellow business owners is an art in and of itself. The approach is similar to B2C because after all, business owners are still people.
They take the same approach to finding products and services for their business as they do for their personal lives. For instance, they browse the internet and base judgments upon a business based on the content on their site.
For this reason, you need to ensure your website properties are up to par. In other words, the design and content need to be on point. The same goes for your social media pages and email marketing content.
Whatever you learned in college about traditional marketing can be placed on the back burner. It’s all about digital marketing if you want to boost B2B sales.
Need help getting more B2B sales? We’ve got you covered. Don’t miss out on these 7 tips to increase your companies B2B sales
So you can use the following tips to help improve your online marketing and increase your B2B sales.
1. Create Compelling Content Continuously
Now, we can’t over-stress the importance of content when it comes to B2B and B2C marketing. The content you produce is what connects the end user to your brand. So if it’s not compelling enough to click on or read, then it’s going to be overlooked.
It’s critical for you to use as many channels as needed to reach your target audience. This includes social media, videos, regular blog posts, e-books, webinars, emails, case studies and more.
The key is to portray your brand voice and message in your content, while at the same time catering to the needs of your customer base. If your B2B customers are needing advice or instruction, then give it to them.
The more valuable you are in their eyes, the more likely they’ll open up their wallets to you.
2. Make Sure Your Sales and Marketing Are Aligned
Cohesion is a must if you want your marketing to excel. If your sales team is saying one thing and your online marketing content another, then you’re going to run into quite a few problems.
For one, this will make your brand seem unorganized and unauthentic. Then, it can also confuse your customers and turn them away.
So make sure both teams are on the same page with the messaging, voice, content and so on. The two should be working together on the same strategies.
For example, your social media team should use the same strong voice across all channels being used. They should also be tracking and collecting data about your competition. Then this intel can be shared with your sales department, so they can answer questions from prospects with authority.
3. Nurture Your Hot Leads
If you’re like most businesses today, you’re up to your eyeballs in data. The amount of data being collected about prospects and customers is almost ridiculous. But the value in the data is what makes it all worth it.
All you need now is intent signaling data to help identify which leads have the intent to buy. These prospects need to be reached out to and nurtured. Just make sure your sales team knows what product or service they’ve shown interest in.
Both your sales and marketing departments can keep in touch with these prospects, increasing chances of a sale.
4. Focus On Building Real Relationships
Your B2B sales are more than just numbers – they’re people making purchases. If you’re not building meaningful relationships with your customers, then what will make them return?
If all you have to offer is a great product or service at a low rate, then you will easily get sideswiped by a better deal. Consumers become loyal to brands that they have established relationships with.
Just think of the mom-and-pop shops – they may not have the best prices in town, but they offer the better experience. The warmth received in these establishments are attractive enough to keep existing customers coming back.
You can do the same with your own B2B clients. Offer personalized experiences and communications to make them feel like more than just another name in your database.
5. Be a Good Team Leader
Think of your sales and marketing departments as sports teams and you’re the coach. You have coaches that yell and scream at their players when they mess up. And you have those who communicate better and instill inspiration enough for players to improve.
You want to be that second guy (or gal). The way you communicate with your teams can empower them or drag them through the mud.
One way to do this is to provide them with the right tools. Another is to allow them to add ideas to the business. Then boost motivation using incentives and rewards based on performance.
6. Understand What Matters to Your Market
One company that did this well was IBM. They created a core philosophy their target audience was compelled to be a part of. Their idea was to make an impact on the world by creating smarter power grids, food, water, healthcare and traffic systems.
The message of IBM made other businesses want to support their cause. And by support, we mean an increase in B2B sales.
7. Develop and Get to Know Your Buyer Personas
If you want to personalize your marketing, you have to know who you’re talking to. Buyer personas can play a big role in identifying the different groups of businesses you sell to.
When you’re creating these personas, you want to focus on certain data points about the business owners. For instance, their likes and dislikes, buying behavior, motivation to purchase your product or service and hot buttons that trigger them to buy.
The more you know about them, the easier it is to relate to them. And the easier it will be for your sales and marketing teams to convert them into customers.
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Build a Solid Brand and Boost B2B Sales with Flagship Digital
At Flagship Digital, we help businesses like yours create brand identities and strategies. If there’s anything we specialize in, it’s strategic and results-driven branding and design.
With our help, you can improve your brand voice, visibility and value in the marketplace. And with that, you can potentially increase your B2B sales.
Contact us today to find out more about how we can help your B2B business succeed!