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Tackling the Challenges of B2B Marketing

Creating a Standout Business Marketing Strategy

At Rosie’s Creative, we know there’s no one-size-fits-all strategy that meets every brand’s marketing needs. With so many options in the modern marketer’s toolbox, what works for one brand may be totally ineffective for another.

This is especially true when setting out to create a standout business-to-business marketing strategy. The nature of their customer base means that B2B businesses face unique challenges that B2C businesses do not – and understanding the difference is key to success in B2B marketing.

With this in mind, let’s take a closer look at what sets B2B businesses apart, along with some tips to elevate your B2B marketing strategy…

Appeal to Logic, Not Emotion
As a B2B business, your customers are less susceptible to emotional marketing tactics, and more motivated by financial considerations and logical appeals. Above all, they’re looking to maximize ROI, and they want to know how your business helps them achieve this. How does your product or service help them make money, or save money? This doesn’t mean your marketing should be completely devoid of character, but generally, you should prioritize logical arguments and focus on concrete benefits to the customer.

Help Your Customer Make an Informed Decision
B2B customers are often looking to be educated as part of the buying process, and they respond well to brands that help guide them towards more informed decision-making. This is where a well-rounded content marketing strategy can be an invaluable asset, helping to position your brand as a knowledgeable leader in your industry. And, in contrast with B2C marketing that emphasizes simplicity and accessibility in messaging, don’t be afraid to mix in some industry jargon when appropriate – it demonstrates expertise and can build trust in your brand.

Make Lead Generation a Top Priority
For B2C businesses, marketing is geared towards boosting brand awareness – but for B2B, lead generation is the name of the game. You’re not just looking to get your name out there; instead, you want to put people on the path to becoming future customers. And because B2B customers are typically looking for a long-term partner, projecting an image of competence, capability, and trustworthiness is essential. Boost your lead generation efforts with high-performing methods like email and content marketing, and strategic use of niche social networks such as LinkedIn.

Prepare for a Longer Buying Cycle
With more people involved in evaluating your product or service before making a final purchasing decision, the B2B buying cycle tends to be much longer than for B2C businesses. This again underscores the importance of building trust and projecting a professional image through your marketing tactics. And, from a customer service standpoint, it means you’ll need to be more patient in making the sale, and maintain solid, responsive communication throughout the process.

Are you looking to retool your B2B marketing strategy for 2020? Rosie’s Creative can help. We know B2B because we are B2B – and by tailoring marketing services to your needs and your budget, we can help you build an overarching, multi-platform strategy geared towards cultivating leads and bolstering your brand’s image.

Want to learn more? Contact Rosie’s Creative today. Your first consultation is always free! 

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