B2B marketing often gets a bad reputation and selling a business product or service has a certain set of limitations that, but, for example, selling a pair of sneakers, may not have. But, just because Business to business products tend to be less exciting, that does not mean your marketing should be. In fact, there are many effective tricks and strategies B2B marketers can adopt from their Business to consumer counterparts.
Important Facts To Adhere About B2B marketers
1. A Customer-Centric Marketing Strategy:
A customer-centric business puts the customer at the center of every business decision right from marketing campaigns to product development. They have a general rule and that is rather than focusing on a general audience, customer-centric marketing places the focus on the customer as an individual. Although many businesses may think they provide great customer service, however, the reality is, they don’t. Customer centricity is about more than just making a customer happy. A customer-centric marketer is able to understand the customer’s needs and accordingly shapes all business initiatives around them. Business to business marketers tend to fall short in this regard. In fact, only 25% of B2B marketers say that they possess a customer-centric structure. This happens for one of the following reasons: Australia B2B marketers view the seller-buyer relationship as much less personal than their B2C counterparts, second is that B2B marketers believe their buyers' needs are less distinctive than B2Cs customers' needs. B2C consumers may seem more distinctive on the surface, but B2B customers are also unique, and they often seek a more personalized and engaging buying process.
2. Focusing on Social Engagement:
Look through the social media feed of any well-known Business to consumer business and you will notice something that they speak directly to their followers. Whether it is a type of restaurant chain responding to a customer complaint, or a clothing business company answering a question about their shipping, the best B2C brands use social media as a 24/7 connective thread with their audience. B2B marketers tend to take a more detached approach when it comes to social media. B2B marketers schedule posts and check back in later to see the end results. They might respond to any questions they receive, but their main focus is on content distribution and lead generation. But, here are some important statistics that prove social engagement is just as important in the Business to Business world:
90% of B2B buyers conduct online research before making a purchase.
53% of B2B buyers search for product or vendor information on social media.
3. Power Of Brand Storytelling:
Business to consumer companies have mastered the art of brand storytelling and this is an area where most B2B businesses may fall short. The answer is somehow familiar as B2B businesses view their offer as less personal, less unique and less interesting than their Business to consumer counterparts. Once again, this mindset is misguided. In fact, more than 50% of Australia B2B database buyers are more likely to buy if they connect emotionally with the brand. Brand storytelling gets under the skin of emotions and portrays your company as a collection of human beings rather than just a business.
As you can see with the help of the above blog by our expert team at Binary Clues, B2B marketers don’t have to recycle the same old tricks over and over. Just because B2Cs market to an entirely different set of audience, doesn’t mean you cannot adopt their strategies. With some small adjustments, B2C marketers principle techniques translate to the B2B world and it may be just what your marketing team needs.