If anything, the B2B industry is still performing pretty well despite recent market activities resulting from political actions. Essentially, there are still a lot of reasons to feel positive about the growing market for B2B products and services. With the continuing adoption of marketing automation across industries such as financial services and healthcare, as well as the growing popularity of big data and software-as-a-service, B2B marketers are sitting on opportunities they couldn’t afford to miss out on.
According to an article in Entrepreneur, B2B marketers are focusing mainly on growing their brands and addressing pressures in their ROI. It goes on to point out that in order to stay competitive, B2B companies will have to adapt to the environment. More importantly, they should start to concentrate on their respective niches.
It has become the main challenge for tech as well as consultancy firms to address the needs of their niches and come up with effective messaging that results in increased sales. One thing to watch out for is audience expectations. Since you are bound to address the needs of a specific demographic, your strategy should revolve around several tactics:
Check out our infographic on how mobile is reshaping B2B Marketing
Who doesn’t engage via social media? Unless you’re living under a rock, social platforms such as Facebook and Twitter are your primary means of reaching out to specialized audiences. It’s just a matter of creating the right call-to-actions and visuals that will entice people to make an inquiry or use your fill form. One thing’s for sure, you are basically afforded considerable leeway in identifying the type of and packaging your messages.
In light of the ever important principle of “content is king,” you should be able to produce infographics and other visual materials that can help in educating your niche about your products and services as well as provide them a good start to engage.
Of course, effective brand marketing is impossible without going through sound research. Which brings us to…
Invest in market intelligence
An effective marketing plan that’s focused on specialized areas is something that’s difficult to pull off. Conceptualization is the chief problem here. B2B marketers need to come up with the right approaches in their campaigns. With that being said, a company could hardly succeed in increasing its quality leads without going through any form of research whatsoever.
It’s often best for B2B marketers to concentrate on knowing what their respective audiences want. And even though we can’t always treat decision-makers the same way, we can at least analyze certain trends and come up with the right strategies to incorporate them into a campaign. For this, a great deal of knowing what your audiences expect in the near future is a helpful way to let you focus on creating messages that matter the most to them.
In addition, market research also provides an avenue where you can essentially improve your current campaigns, making allowing you to lead consistent strategies that would secure a steady stream of interested clients.
Go with PPC
Much of the fanfare for pay-per-click advertisements has something to do with the fact that they are so affordable. B2B startups, in particular, will have better chances of increasing the number of leads entering their pipelines. But going beyond cost-effectiveness, PPC allows for better results in terms of getting qualified leads. Since specific messaging is the most important aspect of niche marketing, companies can test several ad copies and use analytics tools to identify the right message to work with. Of course, PPC works well if you have an experienced copywriter at the helm.
Be where the action is
A more effective way to get quality leads from your niches is to take part in industry-related events. Trade shows and the like offer a venue where you can seek out your ideal customers and engage them directly. Moreover, attending these events and documenting them in your blog are the right way to build your brand.
Measure your successes
When you opt to build a consistent campaign, you should be able to know if it is performing as expected or not. Regularly measure your engagements and find out if there are any issues that you will need to discuss with your team. A sudden dip in site visits and an increase in bounce rates should draw out red flags.