Most people see B2B marketing as substantially different than B2C marketing. And while the topics and structure of the content itself is different, the concept and strategy is often pretty similar.
B2B content, like all other content, must be impeccably written and strive to educate or entertain. And, ultimately, you’re still marketing to a person. These tips can help you reach B2B customers with content:
Get Expert Information
Credibility is highly important in B2B marketing, and using expert information is one of the best ways to establish credibility. Cite trade publications and include industry-specific data to back up your points. And, be sure to link back to any original sources.
B2B decision-makers appreciate authority. When you include industry-specific expert information, you’re providing them with the best knowledge that they need to make their important decisions. This also gives you an opportunity to share your ideas and broadens your content’s reach.
Target Customers at Different Stages
B2B customers go through various steps before deciding whether to do business with you, so it’s crucial to target them with content at each stage. This can also expand your content’s reach and helps to increase the return on investment for the content.
In the early stages, customers may not know exactly what they want. That’s the time to establish a need for your product or service by highlighting the problems it solves — the main avenue with which you can succeed with in B2B marketing. At later stages, customers may know that your product exists but may be sifting through all the competition. This is the time to establish the value of what you offer and highlight what makes you different from your competitors.
B2B customers like referrals and using real stories from real clients is one of the best ways to incorporate referrals into your content. Case studies and testimonials showcase your product or service in a practical sense. This reassures potential customers that they’re making the right decision. These stories should focus not only on you, but also how the B2B client was able to improve as a result of using your product or service.
If your B2B marketing isn’t working the way it should, drop us a line. We can design a marketing plan for you so that you meet your goals. Get in touch today.