We have been saying that things are changing for the last couple of years. But it is now that those changes are going to reflect.
Unfortunately, B2B brand owners continue to make the same mistakes that they did a year or two ago. But fortunately, we know what they are and identify them for you, so you can move past them, fix them, and keep growing your brand.
A 2021 study shows that a lot of B2B companies allocate only 5% of their company’s total budget on marketing. This is probably the very first mistake that brand owners are making and need to rectify that. Just like B2C, B2B brands also need a solid marketing strategy, execution, and investment of time and resources.
Let’s look at other mistakes we can all avoid –
Ignoring the B2C competition.
Those days are long gone when B2B brands can view themselves as something far different from B2C. The lines between the two are fading and B2B customers want similar brand experiences as much as any B2C customer.
Personalization, communication touchpoints, and immersive brand experiences are not reserved for B2C brands anymore. Though the sales and customer models are different in these two businesses, B2B brands continue to face competition. That’s why it’s time to learn a thing or two from B2C marketing.
While not all practices and strategies will be relevant, brand owners could dig up valuable insights that match their B2B environment and use them tactically to be able to thrive side by side with customer-centric brands.
Not investing time in Search Engine Optimization (SEO)
As opposed to consumer marketing, B2B brands are still at an advantage, when it comes to SEO.
The search results/keywords for many B2B terms are not crowded yet and with the SEO competition in the B2C being painfully tough, B2B brands can make use of this opportunity.
With more than 50% of business marketers looking at web searches before making a decision, it has become crucial for B2B websites to rank high on search results. Particularly in B2B, it is of more advantage because high ranking in the competitive space will add more value to your brand, making a lead more likely to enter the sales funnel faster than in B2C.
Not personalizing customer/client experience
B2B marketers often assume that their clients/customers don’t need as much work as consumer-centric brands.
Since they have fewer customers, they already have an established relationship with all of them and it would remain the same as long as the business relationship lasts. Wrong. Whether it’s consumer marketing or business marketing, understanding the client is what makes or breaks the business.
For starters, irrespective of what you are selling, you cannot have the same treatment and dynamics for every customer. You can provide the same quality of service but you can also personalize it for every client, based on their company size, location. Thus, you will have a tailored marketing strategy based on every customer segment, which would also be relevant to your customers.
Not understanding the customer journey
Many B2B brand owners still believe that investing in user experience is a very “B2C thing”. It’s not, at all.
Your client might be a buyer of hardware tools, but they are also human beings with emotions. Leveraging that can go a long way in lead generation, and therefore, conversion. The same logic of B2C design philosophy also applies to B2B brands. In fact, B2B brands need to take brand design more seriously than ever.
For example, designing your brand asset right. First, it’s important to see if there are CTAs across your brand assets – website, landing pages, social media ads, etc. If not, then make sure you have the CTA placed in the right places. Next comes the usage of colors and navigation. Also, using more descriptive copy can benefit your user more. Like, instead of saying “Click here" or “Know more”, you can be more direct and say “Get your free trial today” or “Ask for free samples” etc.
Not using social media or not enough
We won’t get into why social media marketing is important for all businesses. Rather let’s understand what not to do.
For starters, B2B brands need to drop the corporate cape they wear on social media. It doesn’t matter if you are selling to other businesses, social media is where people engage in conversations. Ergo, simplicity is the key. It is okay for a B2B brand to use light-hearted, fun content, emojis and all while commenting/posting on social channels. It does not diminish its brand value, rather it makes it more engaging for customers. Instead of using social channels as a promotional board, use them to answer people’s questions, build communities, connect with people, support a cause that you identify with. Turn your simple social media handle into a CSR initiative.
The B2B business landscape has changed manifold and becoming increasingly competitive. With newer players in the market, it becomes seemingly impossible to cut your square and build a niche. Truth be told, it is not going to get easier but rather become tougher.
That’s why you need an experienced marketing partner who understands how to make your brand more relevant and stay in the game.
Reach out to us today and learn how we can help your B2B brand grow.