For B2B businesses, companies are their customers. At your B2B company, you might find that standard customer acquisition methods aren’t having the best results. If you want to have success in obtaining new business partnerships, consider trying a few traditional marketing methods. Here are four traditional marketing strategies that B2B businesses should consider trying.
Considering Offering Samples or Freebies
You might also try giving away samples or freebies in order to drum up new partnerships. Business clients often want to be able to see how a product or service works. Having samples to give away addresses this issue. Also, it’s human nature to be happy about receiving something for free that would have otherwise cost money. In fact, CIO reports that Costco is able to obtain 100-600 percent sale increases for certain products they offer samples of.
Don’t Be Afraid of Cold Calling
In certain situations, your company won’t have a large number of leads coming in. In many instances and for many companies cold calling is effective for lead generation. Cold calling might seem intimidating to a lot of people, but it’s an underutilized marketing method that you should consider. Don’t worry if cold calling seems uncomfortable. The more experience you gain from these calls, the faster those nerves go away.
Direct Mail Marketing
As a business owner, you’re aware that it’s important to stay ahead of the competition. It’s wise to utilize strategies that you competitors are not. While many B2B companies are sending out emails, try a more direct approach. It’s easy to think of direct mail as something that’s becoming unpopular, but this isn’t true. DMNews found that direct mail has a 4.4 percent response rate, much higher than email’s 0.12 percent response rate.
In this day and age, it’s rare that people meet face to face. Unfortunately, this places distance between a B2B company and its clients. If you want to remove this distance, attending local networking events can help. While this might seem uncomfortable, it’s difficult to match the connection between two people speaking to each other in person. Those connections can result in valuable new client relationships.
There are several traditional marketing strategies that could help B2B businesses obtain more customers. If you want to increase leads as fast as possible, consider combining these strategies. Before too long, your company will begin receiving a steady stream of communication from potential clients.
If you or your company is in need of marketing assistance, whether it’s social media, email or more, see how we can help!
Courtesy of Marketing Land
If you are in business and you sell products, you need to focus on the people in that area first. Your first clients should be people who live around the same area. Most business people fail because of targeting people who are far away first. Therefore, if you want to engage the local market and grow your business, this is what you need to do:
Customer Experience is a Priority
Courtesy of Yotpo Voice
Amazon CEO Jeff Bezos can also tell you that obsessing over your clients is necessary. The owner of the business should ensure that your customer support team can offer an excellent customer experience. Once you provide your clients with a great experience, their level of loyalty improves. You need to come up with a business model that gives your clients maximum attention. Whether you make a sale worth $1 or $1M, you need to ensure that all your clients are treated exceptionally well.
Humanize Your Brand
Courtesy of Pan Marketing Nut
In business, clients always want to feel like you understand their needs and that they can relate to your brand. A good example is finding a person on your team who is passionate about your brand and can communicate naturally without stress. The person you select should be able to be trained to represent your brand and relate to all your clients. Allow the person to write blogs on your website where clients can read and engage with your brand. The thing is establishing your brand’s voice using a face that is trusted.
Get to Know Your Clients
Courtesy of Macquarie
Every business needs to invest in excellent customer relationship management (CRM) tool. Therefore, the moment your CRM is running fluently, you can get accurate records of all your clients. You should not only focus on the client’s financial information, but you should also know their birthdays, hobbies and interests. Some businesses even know their customer’s favorite coffee so that they have it ready when the client visits. Before meeting or calling a client, ensure you go through his or her personal fact file so that you get to know the kind of person you are dealing with.
Make Use of Social Media
Courtesy of WordStream
In today’s world, everybody has at least one account on a social media platform; it may be on Facebook, Instagram, Twitter or Snapchat. For you to be able to reach out to your clients, you need to have business accounts on all social media platforms. Most social media pages allow you to promote your posts so that they can reach a wider audience. The more people you can reach, the more you engage with them. As a result, you can make them buy your products or services.
Additionally, once you start gaining followers on social media, you should ensure that you respond to all their questions immediately. An active social media account is a significant advantage when it comes to winning the trust of your clients. Additionally, technology can also be used in social media campaigns. Social management tools like Edgar and Sprout can post content across different social media platforms and monitor them.
Physical Mail, Print Ads, and Newsletters
Courtesy of Ready To Go Newsletters
As much as many people think that physical mail is not important nowadays, it is one of the essential tools for customer engagement and building brand loyalty. Just like people kept in touch with one another in the past and still today, companies build relationships with their clients by updating them on new things using mail newsletters. As much as chasing new clients is necessary, retaining the old ones is also vital for your business. Many companies tend to pay more attention to winning new clients, and they forget about the old ones.
Simple tips like the ones mentioned in this article can help you build a great relationship with your clients. Once you impress your current clients, they will spread the good news, and you will win new ones.
While web design, online ads, and social marketing are always important marketing strategies to invest in, an environment where few products, ideas, and services are considered unique offerings and there’s a competitor on every corner, business and marketing strategies have found it necessary to go bigger and bolder to capture and retain the attention of their audiences. It’s called guerrilla marketing. Modeled after the surprise and unconventional tactics of low-budget guerrilla warfare, guerrilla marketing is all about using a limited budget to create an indelible impression and social buzz that promotes brand awareness. Let’s look at seven branding solutions perfect for Guerilla marketers?
1. Branded Vehicle Decals
Courtesy of Cortez Van: Commercial Van Wraps
Attention, exposure, low-cost; branded decals check all the boxes. However, they only do this when they aren’t stock logos blending into the sea of traditional advertising landscape. The imagery should deliver a unique, intriguing, and memorable moment that the consumer will inevitably stop, think, laugh, and link your brand to. Research to make sure your decal idea hasn’t been done before and then develop a clever means of delivery. The creativeness here isn’t in the decal itself; it’s in the message and delivery of the decal.
2. Sticker Buzz
Again, an idea that checks all the boxes when the imagery, ideation, and delivery are unique.
Reddit co-founder Alexis Ohanian describes the start of Reddit in the book Make Something People Love – Lessons From A Start-Up Guy. Throughout Reddit’s history, a total of $500 has been spent on marketing, and every single dollar was on stickers. Alexis took the cute little Reddit alien stickers with him everywhere to hand out and stick on things, and he says that it wasn’t a few months later that he began noticing people uploading them across the internet. Alexis credits stickers with building Reddit’s 100 million unique visitors per month, and he calls stickers “currency for startups.”
Use stickers to make people curious about your brand. A sticker sheet placed in certain books at a bookstore will undoubtedly make the reader wonder why and who? Calgary Farmers’ Market placed stickers on apples and hung them from winter-bare trees in urban areas to promote sales during slow winter months.
3. Create Photo-Worthy Spaces And Moments
Social media channels like Facebook, Instagram, and Snapchat have mapped many of entities as go-to places for photo opportunities via the viral social buzz photo sharing creates. The goal is to transition your audience from mere observers to participants. As such, they become an invaluable free component of your marketing efforts.
Labella lip balm, for example, provided a “kissing point” on a train platform that has since become a golden goose for branding by linking their name with hundreds of thousands of social media photos. Sunglass Hut’s “bling wall” is another example of how marketing strategies are incorporating photo-op inspiration to immerse their brand into the public’s social media streams. The Pulse offers some more examples.
4. Entrench Your Audience In The Marketing Scene
Courtesy of Promo 4 Kids
Coupons and promos are hit and miss opportunities that typically only peak interest when there’s a concurring need present. Guerilla tactics dig out a hole and invite the consumer to jump in and become part of the opportunity itself through treasure hunts, active competitions, offline gamification, online gaming rewards, and so forth.
Few can resist the lure of a game. Studies have shown that gaming marketing is the ideal way to engage audiences in that perfect storm moment between when they aren’t bored nor experiencing heightened anxiety. Gaming focuses the audience without closing their minds to the marketing message.
Adidas demonstrated this gaming lure with their guerilla-style blue duck game that placed plastic duck in Pilestraede, Copenhagen’s Enghave Plads fountain; the ducks read that they’d swam too far and needed help returning home in exchange for a reward. When returned to the new store opening, the participants received a freebie and got to keep the duck. The gaming element has remapped the packaging of a “coupon.”
5. Hack Your Own Product
Sounds counterproductive at first glance, right? There’s a central question that must be answered for any consumer-based business: do you know how your buyer thinks? The answer is no more often than yes.
Getting customers to see a product or service from multiple perspectives is actually a huge tool in your marketing belt. Imagine an egg basket. Now, imagine that egg basket with a “ 4/$1 Chicken Dinner” sign. You’ve just made your customer stop, think, and view the egg a different way.
Placement is another hack. Imagine a can of soup on the soup aisle. There, it’s just one of many cans of soup. Now, imagine that same can of soup at the end of the cold and flu medication aisle. Product placement has transitioned it beyond just a can of soup among the many other cans of soup. Guerilla branding solutions enable entities to take the resources they already have and hack the perspective, usage, and visualization of how those resources are employed.
Your product or service may be a hack in itself. A campaign could be to get consumers, experts, and various niches to hack your product. This could be product naming, challenging it, discovering new uses for it, and so forth. Brand visibility explodes when you allow outsiders a direct link to being a part of the brand itself.
6. Flash Moments
Flash mobs aren’t necessarily a bad idea if you have a unique and engaging spin on it. Flash “cleanups,” for example, are creating a lot of internet buzz for organizations. The idea is to work with event organizers with their own budget limitations to become or sponsor their waste management team. You show you care about the community and green efforts while you’re sporting workwear with your brand being advertised. These are unguarded moments to speak to your audience in an unexpected way.
It doesn’t have to be green. Think about what type of guerrilla marketing campaign embodies the core strengths, beliefs, or values of your brand so that onlookers associate the memory of the event and actions with one of the key components of your specific brand.
7. Big Displays That Link Ideas With Branding
Courtesy of Daily Mail
Unicef took a water bottle dispensing machine and turned it into one of the biggest donation-grabbers in history when they filled it with diseased water bottles to show that the world still doesn’t have a clean water drinking supply.
IKEA used their Billy bookcase line to place books on Australia’s Bondi Beach so that passers could read, swap, and donate to support literacy.
A tampon company even dropped a load of tampons across a beach to connect their company with nixing the notion that women can only go to the beach at certain times of the month.
The examples of this connective power between ideas and products are endless. Don’t repurpose, however. The Ice Bucket Challenge was a novel idea that went viral supporting Lou Gehrig’s disease, but other entities fell flat and hard when they came off as contrived in mimicking the idea too closely. Creatively brainstorm how your brand can connect with taboo and meaningful ideas in unexpected, memorable, and unusual ways.
These seven guerilla-style branding solutions will work on even the most minuscule budget to provide huge impacts. Now, go put that brainpower and creativity to work.
Social media has become a staple of many people’s lives. They use it to gather news both locally and globally as well as to keep up with their friends. Because of this ease of communication, it’s easy for them to see what others are saying about particular brands or companies. Sometimes those conversations can be useful, whereas, at other times, they may shed a poor light on the brand. A company could risk losing face or potential customers in this climate if they don’t utilize social media to their best interests. This article will discuss how you, as a marketer or business leader, can use your Facebook business page, to reply to comments, thank customers for interacting, answer questions, and respond to messages with Messenger so as to better your brand and image.
1. Keep It Casual
One of the best methods of interaction you can utilize is by remaining casual in your interactions. This is your chance to tone down the CEO image that many businesses can represent. By keeping the tone and communication casual with your customers, you can make them feel as though they are a valued friend or family member rather than just another source of profit. By treating them like an individual, they are more likely to feel as though their concerns are being heard, and they’ll see an actionable response. For those businesses where they are faced with having made a mistake, interaction is especially crucial in repairing that brand. You can provide authentic and genuine communication with your customers on a one-on-one basis that is likely going to be seen by many. By utilizing frank talk, you can begin the repair process.
2. Keep Them Included
If you haven’t already, you should definitely make a business page on Facebook where customers can easily access your site and post questions. You can also use this page to promote specific deals or products that your business is selling, or increasing engagement by publishing cool content. By making it exclusive to the Facebook community for a period before the information is widely released to the world, you can make those followers feel special and included. This can breed a sense of close connection with the brand. So, by having your employees offer informative tidbits about specific products that haven’t entirely been released just yet, you can have these customers pump up the excitement by telling their friends who might not necessarily be following the page.
3. Supportive And Sympathetic
Because text can be difficult to decipher, it’s crucial that interactions are using supportive and sympathetic language. You don’t need to lay on the cheese, but customers should be able to read what the employee is saying and feel that they are being understood and that their concerns matter.
Let Social Media Work For You
By utilizing the unique communication channels that marketing on Facebook and other social media provide, you can create lasting connections with your customers. Follow some of these suggestions when communicating with your customers, and you’ll be sure to make social media work positively for your business.
In this age, most businesses have adopted digital marketing as their primary marketing channels. However, that doesn’t mean that traditional channels are no longer effective. Some may even return a higher return on investment as the digital marketing space becomes more competitive each coming year. Here are five traditional marketing channels that can still prove to be a profitable revenue source for your business.
While there are larger upfront costs associated with direct mail, that doesn’t mean it’s necessarily more expensive than digital paid advertising platforms. Direct mail still manages to provide an average responsive rate of 5.1% which is higher than the average of many digital channels like email and paid search. Marketers also tend to see an average of $2095 for every $167 spent.
Many businesses have ditched print ads in lieu of digital ads due to the amount of detailed analytics and tracking that online marketing offers. But it might be a smart idea to scale out to print ads once businesses optimize their ads online. A researched firm found that magazine and newspaper ads resulted in a 125% ROI compared to an 87% ROI for digital. The theory for why is that magazines have built a relationship with their readers compared to cold channels like digital ads.
Video commercials are becoming incredibly popular due to high usage of sites like YouTube, Facebook, and Instagram. While advertising budgets have shifted to digital, TV still can be a profitable channel. A study by Accenture Strategy found that TV ads have a substantial impact on driving sales while also enhancing digital advertising efforts.
Audio commercials can be useful as well. Many people still listen to FM radio stations, but that’s not the full extent of your reach. Digital radio stations like Pandora, Apple Music, and Spotify are widely used. If budget is a concern, many smaller, independent stations offer affordable rates. It’s just a matter of pinpointing the target audience and finding the right station to place your ads on.
Flyers and Coupons
According to BSQU Printing, though websites, social media, and online advertising may rule the talk of the marketing world, print is still a key part of any company’s marketing plan. Flyers and coupons are still as effective as they ever were. For example, a local bowling alley might place free bowling coupon cards in other local businesses, and pay these businesses a small fee in exchange. The coupons will gain strong visibility, and drive many new and return customers to their business. In fact, their business will grow over the years even if they focus just on this single strategy.
The bottom line is that traditional marketing channels still work. It’s just a matter of learning how to build winning campaigns in these channels. Many traditional marketing channels also support digital marketing campaigns very well, often enhancing the effectiveness of campaigns in both channels.
If you have been doing your research on how to improve your website, you might have come across advice that told you that you should fill your website with good content. However, you might not be totally sure of what this means or why it’s important. This quick guide can help you get a better understanding of the content that your website needs and how it can benefit your website.
What is “Good” Content?
First of all, you could be wondering what people mean when they say that your website needs good content. Basically, this means that you should be creating high-quality content that readers can enjoy and can learn something from.
For example, in the past, a lot of people made the mistake of filling content with keywords so that their websites could get picked up by the major search engines. This worked for a while, but after search engine algorithms started to change, many sites were actually penalized for this. Therefore, for one thing, you should make sure that your content isn’t stuffed with keywords; instead, you should learn about how keywords relate to rankings and should sprinkle them throughout your content in the most natural way possible.
Secondly, you should know that your content should be content that can actually be enjoyed by human beings. Make sure that it’s related to your industry and that the people who read it will find it interesting and helpful. This can help you with both your search engine rankings and with impressing the people who stumble across your website.
Lastly, remember that content isn’t just written words. Of course, you’re probably going to need some blog posts and articles on your site. However, adding in a few videos, pictures and other forms of content on your site is also smart.
How Does Good Content Help Your Website?
Good content can help your website in a number of ways. For one thing, it can help you rank on the major search engines. When your website ranks higher on the search engines, it will make it that much easier for people to find your site. This can help you direct people to your website instead of the websites of your competitors. Plus, having good content on your site can also help you get people interested in your site, which can help you increase sales.
As you can see, writing good content for your website is important. With a little bit of practice, you should be able to create content that will help you rank on the search engines and that will help you bring people back to your site over and over again. To get a consultation on how to make your content and your website rock, contact us today!