B2B Marketing Examples
B2B marketing can feel challenging, but it really comes down to reaching the right people in the right places.
In this post, I’ll share some of the most effective ways to market your business-to-business (B2B) services both online and offline.
Google Ads
I may be a little biased, but Google Ads is one of the best places to market your business online. With Google, you can reach potential clients who are actively searching for commercial keywords such as “payroll outsourcing” or “best accounting software.”
These are what we call hot leads. People already in the market for your services. That means they’re much more likely to click through to your website and take action.
At Jonny Swift PPC, I specialise in helping B2B businesses target leads that other brands often miss. If you’re interested in exploring this service, feel free to reach out using the contact form.
Social Media
Social media is a free way to promote your business online. Almost everyone is on it, including your competitors. To make the most of your social media presence, here are some strategies you can use:
Be authentic. Nobody likes to be constantly sold online. Many social media users are potential leads who need to be impressed rather than pushed. Share content that is genuinely useful, informative, or engaging. It is far more effective than a salesy post.
Stay relevant. Keep your content closely related to your industry. For example, if you work in pest control, focus your posts on pest-related tips, solutions, and updates. This ensures you are reaching the right target audience.
Optimise your profile. Make sure your profile includes all necessary links and contact information so potential customers can easily get in touch.
SEO
It’s one thing to create a website, but the real challenge is getting people to visit it. SEO, or search engine optimisation, is the practice of improving your visibility on Google for people searching within your industry.
On your website, you should include some of your target keywords. For example, I run ads for PPC in Leeds, so I have a dedicated page targeting that keyword.
Other important steps include connecting your website and brand to Google Search Console and Google Business Profile. This helps give your online presence a boost, making it easier for potential customers to find you compared to your competitors.
Another important aspect of SEO is creating blog content (like what you’re reading right now.) Blogging allows you to target your specific audience, in this case, B2B businesses, while also showcasing your expertise and specialism online.
Email Marketing
If you already have your customers’ email addresses, one of the best ways to make the most of your marketing is through email campaigns. These are people who already know your business, making it a great opportunity for repeat sales or reminding them of your services.
If you want to reach new contacts, there are ways to grow your email list. You can use lead generation strategies such as offering free resources, audits, or guides in exchange for their email addresses. Buying email lists is also an option, but it’s important to ensure they are compliant with GDPR and other data protection regulations.
Referrals
Another effective strategy is to encourage your existing customers to promote your business to potential clients. One way to do this is by offering a referral incentive. For example, you could give customers a discount if they refer a friend, colleague, or another business to your services.
This approach benefits both parties: your existing customer receives a reward, and you gain a new client who is more likely to engage with your products or services, as the referral comes with a built-in level of trust.
Print Marketing
Having previously worked at a printing company, I understand the impact print can have within marketing. There are many printed materials you can order to support your marketing efforts.
For example, if you are a B2B business with a physical location, you can put up signs to promote your services. If you are networking, you can hand out business cards featuring your brand and contact details.
One of the great advantages of print marketing is that it can remain in front of your target audience for a long time. Once you have invested in printed materials, you can use them in multiple ways to support your marketing strategy.
Networking
Finally, one of the most effective ways to gain new clients is through networking. By networking, I don’t just mean making new friends; it is about connecting with people who are relevant to your target audience.
For example, if you attend a marketing networking event, you might meet other businesses that could potentially need SEO or PPC services. Networking can also include building relationships with competitors. If they are fully booked, they may be willing to refer some of their clients to you, creating a mutually beneficial opportunity.
Conclusion
Many ways to promote a B2B brand, both online and offline, require a sizable budget, such as PPC marketing. However, there are also strategies you can implement for free. These may take longer to convert customers, but they are still a valuable way of bringing clients through the door.
If you are interested in PPC services, I specialise in working with B2B businesses worldwide. Please feel free to send a message via the contact form, and I will respond within 24 hours.