One of the best things about marketing is the constant challenge that comes with it. You don’t want to repeat yourself from last year, nor do you want to look sloppy next to the competition. B2B is especially susceptible to very high standards and unusual challenges.
B2B marketing has to be smarter, sleeker and faster than B2C. Most of the people you’re speaking with are considering other options, have an idea of the numbers and are more interested in content and price than anything. Hitting them with smart, unexpected marketing strategies is a good way to grab their attention.
This is usually used for B2C marketing. However, when done effectively and with taste, it can be quite useful for B2B. This can also have the added bonus of crossing language barriers, since the majority of the information is visual. In case you’re wondering, guerrilla marketing is when you get hit with an ad you weren’t expecting, such as this fun example of shopping bag designs.
Obviously, this example is geared towards consumers, but you can still make great use of an idea like this at, say, a convention for businesses in your field. One tip: If you’re using pens, at least make sure they’re good ones. It’s not helpful to have people getting annoyed with your logo just because you decided to save a few bucks on the merchandise.
The way you use social media tools to communicate with other organizations gives them an idea of what they are going to get when they work with you. Instead leaving it up to one department, make sure it’s an interdepartmental effort among those who will come into contact with buyers – like technical support, sales and accounting. It’s a bit unconventional, but it gives a truer image of who you are.
Teach your clients something new, but don’t feel you have to do it the old-fashioned way. Sure, you have the option of teaching at a local college, but chances are you’ll miss most of your potential clients. Instead, make up podcasts or shoot a quick video to upload to your website. It’ll help to build credibility and trust with other organizations, as well as make all the relevant information easy to access.
Since we’re discussing videos, how about using YouTube for marketing? Behind Google, YouTube is the second-most used search engine – which means there’s tons of potential. Not only will having a video there make you seem more professional, it really gives you a chance to highlight your area of expertise.
Remember, though, this is for information. B2B marketing still needs to follow the same guidelines – keep it short, informative and on topic. Nothing is worse than a rambling video of someone hemming and hawing without ever getting to the point. Go ahead and get a channel started, then film a quick intro. Don’t worry, the camera doesn’t really add 10 pounds.
If you sell a product that you don’t make yourself, chances are there are already great videos made that you can simply share. For example, Johnson Machinery deals Caterpillar equipment to other businesses. They don’t make the machinery themselves, but they shared Caterpillar’s video of Jenga played with excavators. This highly entertaining video was incredibly popular and has over 2.5 million views. A quick share was perfect for the company.
By upgrading your marketing plan for the New Year, you’ll make a bigger impression – just make sure that it’s a good one. Remember: The best ideas are short, attention-grabbing, easy to understand and, above all, useful.