Sales & Marketing Guide for Small Businesses
3 Marketing Alternatives for Your B2B Business
Switching your traditional B2B marketing to more cutting-edge viral and social marketing can be tricky business. Your customers may want to know what’s up, your prospects may wonder about the new ‘brand’ on the block, and your own internal team may struggle with learning how to use digital and social tools. Make a misstep and your brand could be subjected to industry jeers. However, when done right, exploring non-traditional marketing methods including digital marketing, social media, live video and guerilla marketing can pay off for the B2B marketer who has correctly researched his or her target customer audience.
Let’s look at some of the differences between traditional and non-traditional marketing, and explore some ideas on using each to achieve your B2B marketing goals.
Traditional B2B Marketing
For years, B2B marketers have used printed marketing collateral, like product brochures, product catalogs, data sheets and schematics to market their goods to prospects. These traditional methods still have purpose and generate revenue for many B2B marketers, but it’s become increasingly more practical and efficient to also digitize printed collateral and share them online with target customers.
Being able to print product PDFs and other marketing materials on-demand at trade shows for prospects sure beats pre-printing reams of brochures or one-sheets to ship to the event venue.
Digital B2B Marketing
Digital marketing can increase a brand’s viability, reputation and credibility. With online advertising, email marketing, content marketing, and social media aimed at the right audience targets, a B2B company can boost its brand, increase its reach, and grow revenues.
B2B digital marketing has also grown to become more personalized in recent years. Using marketing automation tools mixed with a strong customer and prospect database can help pinpoint buyers at companies in ways that were unreachable a few years ago.
Adobe Systems is a good example. A few years ago, the desktop publishing products company bought the data firm Omniture, and needed to find new ways to promote Omniture’s marketing analytics products. Adobe repositioned its brand on the Omniture site CMO.com and in doing so, created a compelling content-driven website focused on relevant marketing topics for an audience of marketing data buyers.
Social and Video B2B Marketing
To reach more web-savvy customers, B2B marketers should look to use social media and online video tools like Periscope, Facebook and Instagram. Imagine your product team doing one of the following in the next quarter:
- Broadcast a product demo session on Periscope
- Write, design and distribute via social media a free white paper or downloadable ebook that explains a common challenge in your business.
- Start to host a “What’s Up in (your industry)” weekly or bi-weekly chat on Twitter with it’s own unique hashtag to share B2B insights.
Using video to tell the story can reap dividends for B2B marketers, as well. GE tells its viewers on its YouTube channel that it’s trying to become a digital company inside an industrial company. Nearly 100,000 subscribers watching its videos is one of the company’s rewards for breaking the B2B mold.
Other B2B marketers are looking at ‘guerrilla marketing’ to bring brand awareness to their products and services and when executed properly, your guerrilla marketing campaign can become the next big thing your industry is talking about.
Various guerrilla marketing efforts could include:
- Sponsoring a national day for your product
- Paint a building wall with a bold product image
- Hiring a team of people to dress up costumed as your company branded mascot
- Creating a giant sized replica of your product
- Touring a company bus around the country to events
Some of the pros of guerilla marketing include:
- Shows your brand as creative and cutting edge
- Viral sharing and word-of-mouth publicity
- Can be less costly that other marketing avenues
Factors to Consider
To best determine if your company is suited to do either traditional or non-traditional marketing or both, look at your industry and your position in it. Is your company a leader in your industry? Based on your position, you might be expected to be the leader from a marketing innovation perspective as well, or as an underdog, you might find that an upstart marketing campaign is just what your brand needs to get noticed and make waves. Does it have few competitors or are you in a very competitive industry? A competitive industry might indicate that customer choices are more price dependent than brand dependent.
Other considerations include:
- Brand characteristics – What differentiates your business from your competitors?
- Brand essence – What qualities define your company’s image in the minds of your customers? Is your brand strong and proud? Or is it sensitive and caring? Know how your customers view your company.
- Desired actions – What action do you want your customers to take? Do you want subscriber signups? Or more seasonal orders? Knowing your end goal can help you target your campaign in advance.