The Importance Of Utilising A B2B Marketing Agency
Whilst it has its own particular complexities and nuances; marketing directly to consumers and customers (in other words, B2C marketing) is much more straightforward than business-to-business (B2B) marketing. In the world of B2B, companies have much less time for advertorial tones and can more easily see through the sales and marketing tactics often utilised by companies. This is why it’s so essential to get your marketing spot on when you’re involved in B2B. The team here at VerriBerri, a leading B2B marketing agency in Essex, wants to take a look at some of the ways you can come across as professional and attractive, and not salesy.
The Importance Of Social Media For B2B Companies
Many businesses that operate primarily in B2B circles find one thing particularly hard to reconcile. That difficulty is the importance of social media as a marketing tool in today’s world; whilst at the same time struggling to get tone right and access appropriate audiences. This is especially true as socials are predominantly more personal platforms than business-oriented. To use an example, a solicitor shouldn’t be looking to utilise TikTok for their main social media marketing! They’re two entirely disparate things that will struggle to gel, no matter how hard you try.
Though this might be a slightly more absurd and obvious example, the point stands. Your social media marketing needs to be entirely appropriate to your firm – don’t try and make a square peg fit into a round hole; it will end up having detrimental effects. Our B2B marketing agency tends to advocate a stronger LinkedIn process over other social media platforms, with well-curated Instagram, Twitter and Facebook platforms used as a means of bolstering company awareness.
Don’t Ever Underestimate The Importance Of PR
PR is an incredibly useful tool for B2B firms, one whose importance is sometimes overlooked, but one that definitely shouldn’t be. PR is an industry still shrouded in mystery as to what it actually is. It’s an immensely broad discipline which encompasses a wide range of services; in layman’s terms, however, it most often boils down to securing a business coverage and exposure through publications of various sorts. These include magazine articles, editorials in newspapers and features on leading online news sites, to name but a few. PR executives secure this by pitching to journalists on behalf of your businesses in a way that engages them without ever alienating them.
When it comes to B2B, the benefit of PR is two-fold. Firstly, by accessing industry magazines such as Business Insider and Forbes; your firm will be seen by other businesses in that more corporate setting. Such magazines hold the ‘clout’ needed to get people interested in your firm. Then, by accessing more mainstream B2C publications, The Times, let’s say; those very same people who saw you in those business-oriented magazines, are now seeing you in a personal capacity. Your firm therefore benefits from a cumulative effect. This is where your ‘brand’ is not only getting greater exposure, but your reputation builds as well. Here at our B2B marketing agency; we have a team of experienced PR professionals who are well-versed in both B2B and B2C PR techniques.
In A Digital Age, Your Website Is Crucial
No matter how traditional or analogue the industry you’re in may be; you can’t afford for your focus to be anything but a digital one. Your audience/clientele is most likely to find you online and most industries move in online circles. Simply put; if you don’t put an increased effort in your digital marketing, you’re going to be left behind as a firm. This starts by making sure your website looks slick, professional and high-quality. You don’t need to pay a fortune to make this happen. Building a website from scratch is relatively straight-forward. We would advise, however, that if you don’t want to hire web developers; that you do utilise graphic designers to put together some graphics and themes for your business. This will give your website that extra little sheen that will catch the eye of potential clients.
Design
Once your website is all set, you then want to be focusing on Search Engine Optimisation (SEO) and this is a continual process, not a one-off task. This is basically a means of making your website rank higher on the major search engines and their SERPs (Search Engine Results Pages). After all, if you want business coming through your door, you need that business knowing you exist in the first place! There are two main strands to SEO: back-end optimisation and content creation. Back-end optimisation revolves around keeping up to date with the regular algorithms that Google and other search engines put out, and then making corresponding tweaks and adjustments to your site so it’s as finely tuned as possible. Content creation is based, as the name suggests, on putting out regular content.
Content
The most tried and trusted means of doing this is through blog-writing. Putting out a weekly blog not only gives you a chance to showcase your firm’s authority and industry expertise, but it gives you a chance to boost your SEO rankings, as well. By placing the keywords you want to rank for within the sentences of your blogs (in a tactful, non-obvious and strategic manner), you will begin to rank higher for said keywords. SEO promotes organic and sustainable growth which will see your business continue to thrive in the long-term, as opposed to just a quick paid-for marketing hit.
Contact Us
In such a competitive business world, you need to optimise your business model, wherever you can. Marketing should very much be part of that model. So, if you’d like to find out more about our B2B marketing agency, then get in touch! Contact VerriBerri today on 01376 386 850. We’d love to hear what your firm has planned going forward, and how we could fit in as part of that vision.
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