Having a coherent B2B marketing and retention plan that's measurable should be top priority if you're planning on sticking around.
The most successful companies in the world all have one thing in common when it comes to B2B marketing: clear, concise and consistent communication with new and existing customers.
Although easier said than done, B2B marketers should take a leaf out of B2C tactics which have long been highly refined to drive and retain customers. There's some basic guidelines that you should think about to set up a foundation to build on.
Develop a plan
Customers are looking for more these days, they are more informed, well researched and make decisions based on numerous factors. Simply having the best price in the market isn't a silver bullet to winning over your customer, not to mention some buyers will be wary of companies that slash prices in an attempt to gain customers.
You'll need to conduct a planning session to find out what you're currently doing, what you'd like to be doing and whether you have the skills in-house or need to outsource or hire (if you want to get serious).
Start by making a list of what you currently do and a corresponding wish list; then you can target what you're missing and start from there.
Customer retention is an investment
Easily the most overlooked area of B2B marketing is retention. All business owners are focused on acquiring new customers, and in the building phases, this is where you should be spending all your time. If you're at a point where you've built a suitable customer base, one that you would like to stick around or cross-sell into then you'll need to sort out the following:
- Automate your marketing:
Automation helps to deliver a level of personalisation. Putting in place tracking of customer behaviour, interests, demographics and engagement across social media will help you to communicate to your audience on a deeper level, one that they can resonate.
- Website (highly neglected in B2B)
B2B customers, just like B2C customer jump online to investigate products or services. It's still very apparent that businesses still fail to invest in a site that's easy to navigate with simple, informative messages, one that clearly describes what you do the second your visitor lands on your page.
Lastly, don't forget to ensure that it's mobile compatible as you'll be losing more than half your visitors as mobile optimisation is simple expected today.
- Make social media part of the strategy
Social media has far past the days of "should I" or "shouldn't I." One thing B2B customers like to do is check out your social media activity. The level of activity or at least some recent updates helps customers gauge if you're and actively trading business that has customers. The only way to handle this is to either take the reigns on it yourself or assign it to someone if your business.
You should use some automation tools for this one as well like buffer.com (it's free) to help you schedule and track engagement. Just make sure you don't dive into every social platform straight away, take a look at what your competitors are doing and decide which one is going give you best results first or your target market are interacting.
Create targeted expert content
If you're not producing content today, then you could be seriously neglecting customers that expect the opportunity to learn about your products or services before making any decisions. The logical first step for any business is pushing out product information, partner guides, how to's, etc.
From there you will want to become a leading expert in your industry by informing your audience on other areas related to your industry specific and delivering informative articles that are general to your audience. Whether you like it or not fresh, regular content is also the key SEO juice you will need to head up the rankings so be sure to include some relevant keywords.
Use marketing software
One of the easiest ways to look professional when communicating with customers is to use some tools to sharpen up your image. These days you can pay monthly subscriptions to the professional software like Adobe Photoshop if you're keen to spend some time learning.
In addition to blogs, you can offer other forms of content, such as white papers, infographics, Facebook Live, videos, and podcasts. All will help increase your engagement and give you opportunities to keep regular contact with your audience.
"You won't regret your decision to get this set up."
- Blake Hammon *Certified Review
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