Starting a B2B business is a considered decision, as the market is estimated at $28 trillion and will require practical strategies to gain customers’ loyalty. Attracting new clients in this domain is different from working in B2C. To get a piece of this pie, entrepreneurs have to move in a certain way, which we will describe further. Keep reading.
Get to know the buyer
Businesses that build their marketing strategies on defined customer personas lower their retention rates to 14% and experience 19% revenue growth. The set client portrait also increases cross-department cooperation, marketing efforts, and customer experience.
An ideal customer profile (ICP) should portray a perfect client that will most likely be interested in the company. ICPs rely on market analysis, and the idea is to find companies that suit the offer. To define it, research the following:
- Industry. Explore the spheres where the offer will be the best option and will fill the gap.
- Company size. Determined by employee count or revenue size.
- Location. The geographical location of the potential customers.
- Pain points. How can the offered solution help overcome the challenges B2B clients face?
These are just some of the main aspects to consider. More details about ICP and how to create an ideal template can be found here.
Website and SEO
When the target audience is selected, there should be a place where they can find the needed solution. The company website is one of the most crucial parts directly impacting the business and customer loyalty. Gartner reveals that 37% of digital buyers make purchase decisions based on the supplier’s website performance.
However, getting a website is only half the job. Customers need to find it first. If a B2B client can’t access it, the business will be ruined. To prevent it, the owner should optimize the pages by working on SEO, content, design, and other features. The website has to be a magnet that attracts regular clients and new customers and makes them purchase there. The best option is to win the organic ranking on Google with the help of search engine optimization. It will secure the constant flow of customers, pushing the website to the top. To achieve it, you need to implement SEO strategies:
- Right keywords. There are multiple ways to help find the relevant keywords and follow industry trends, such as Google Keyword Planner.
- Quality backlinks. Make sure reputable sites link to your domain. This can also improve your search engine results.
- Regular updates. A website’s content should be fresh and relevant. This will keep visitors interested and positively affect organic search.
How can a content marketing strategy attract B2B clients?
Content is one of the best ways to introduce your solution to customers and improve marketing campaigns. 60% of buyers within the B2B market make their decisions solely based on the digital content available on the website. Whether blog posts, webinars, white papers, short videos, or emails, they should contain valuable information that corresponds with what your “ideal customer” is looking for. Besides educating potential leads, high-quality content helps the website perform better in organic searches and get valuable customer data.
Social Media
Everyone has a profile on social media platforms, and B2B clients aren’t an exception. The difference might be only in name. Whether it is YouTube, Twitter, or LinkedIn, to get business clients, your offer should be available there. This stage is a must, however, there are benefits that come along with successful Social Media availability:
- Brand reputation. Active and timely postings increase the company’s credibility and allow potential B2B customers to provide feedback. Communication with the public and regular posting will establish trust and authority in the field over time.
- Social selling. That is another way to communicate with B2B clients by commenting on and liking relevant posts in online communities. In addition, direct messaging with industry business leaders via LinkedIn and Twitter is required.
- Visibility. Engage with communities of like-minded people related to your business interests. For instance, LinkedIn groups are a great place to find potential B2B clients by posting relevant information and engaging with others’ posts to raise brand awareness.
Offline industry events for B2B clients
Communication is one key aspect of business success. Apart from Social Media engagement, it is helpful to organize events, meet people, and target companies offline to make strategic partnerships. According to stats, 83% of marketing experts confirm that events can help the company stand out among competitors. Offline gatherings should show practical solutions to some of the business issues that potential customers face. Do not try to make a sale but rather provide informative advice to B2B clients.
You need to acquire data after the event to get the whole outcome and form effective strategies. Talk to leads, ask questions, get contact information, and let them answer a questionnaire. The answers and comments provided throughout and after the event will help to create new content that will respond directly to clients’ needs.
Why will cold email outreach work with B2B customers?
Successful events will add valuable names to your potential client’s list and will influence building relationships. However, their capacities are limited, and an alternative way to reach a bigger audience should exist. Cold emails, the classic, remain the same despite all the modern ways of reaching potential clients in digital marketing. 54% of brands send up to 4 letters per month. Despite some controversial opinions, this way of client acquisition hasn’t lost its position, especially with B2B clients. Here are some facts to prove it:
- Pocket-friendly. This lead generation approach requires only a little investment compared to other marketing initiatives. The number of email addresses sent is unlimited, and you don’t have to invest in bidding to be seen. It is much simpler: get a receiver and craft the body of the letter.
- It is personal. By hitting the correct recipient, you may get to a business owner immediately and start a conversation. Of course, you need to create a strong letter with relevant content, tone, visuals, etc. It may sound complicated, but we have already made a custom solution to help you. The hyper-personalized strategies will turn the leads into B2B clients with this step-by-step guidance.
- Improved information sharing. Cold emails are a better source of information than phone calls, as you are not limited in time to introduce the solution. Furthermore, you may include additional options like files, infographics, or other promotional material.
- It is quick. Your potential client may use the service or product right after receiving the email. If he does, then it will most probably turn into cooperation, as they have time to see the offer and make a decision. Additionally, you may implement automation tools to see how the email performs and see the open rates and clicks.
The perfect email starts with the right template. Use email automation solutions to expand your efforts, segment your audience for targeted marketing, and do A/B testing to improve outcomes while adhering to email rules. Implement a deliberate follow-up plan, delivering extra value and understanding when to end the engagement politely.
Remember, cold emails have potential in the long run. Even if there are issues with them, you may always test and alter them to see what works best in the email marketing strategy.
Conclusion
Gaining B2B clients requires a broad strategic approach and continuous improvement, including various methods to build your brand’s credibility and visibility. Each of them should be carefully implemented and analyzed. Though it may sound challenging, you don’t have to walk this way alone. Consider partnering with SalesNash for better results. You can leverage expert insights and tools that align perfectly with the above approaches, making your business stand out in the B2B sector. Get in touch to discover how we can improve your business and support long-lasting success.