How B2B promotion is done: the main channels
BigCommerce conducted a study of B2B companies doing business. It turned out that 78% of them have been conducting online sales for 2-5 years. These results show that in today’s world there is no need to limit oneself to outdoor advertising or wait to attract customers through “word of mouth”. Promoting B2B through the Internet is an effective tool for company development.
The B2B business model does not focus on the end consumer, but rather on companies. With this model, one company provides products or services to another. On this basis, the approach to promotion here will be different than in the case of working with individuals. B2B companies can use various tools to attract clients via the Internet:
– website and pages in social networks;
– SEO promotion;
– blogging on various platforms;
– targeted and contextual advertising;
– mailing list;
– cooperation with bloggers.
The first thing to start with is a landing page, where potential customers can read your offer, leave a request or contact a manager. It should be understood that the site always goes in conjunction with social networks, which have become a full-fledged tool for promotion. Many users initially draw information from social networks and then go to the site.
In order to give your website to a client when requesting a search engine, it is necessary to take care of SEO promotion. This will improve the resource’s position in search engines, adapting it to the requirements of algorithms.
A blog is often an underestimated tool for the B2B sector, though its maintenance contributes to its ranking and gives an influx of new visitors. You can create a separate section on your site where you can publish thematic articles or place the blog on separate sites.
Contextual advertising is effective only if it is properly designed and run. In other cases, it eats up the budget and does not bring the desired result. Intelligently composed advertisements attract those customers who are already interested in cooperation.
Targeted advertising is designed for the target audience from a specific region and with specific interests. Its purpose is to activate already hot customers because it is very difficult to make a decision on cooperation from scratch.
Email marketing is designed for customers who are already loyal to the company and its products. Basically, they are those who are familiar with the offer. However, for this category of partners, the mailing works well, it allows you to keep abreast of updates, lucrative promotions, and other news.
B2B promotion has various tools, the main thing is to define a strategy in advance and follow its points. There is no point in trying everything at once, it is better to gradually probe the right option and not waste the allocated budget.
