The Best Growth Marketing Strategies for B2B
Business-to-business companies do not enjoy honorable mentions in conversations about growth strategies. Have you heard about a B2B company that had incredible growth story lately? It’s because B2C companies have more opportunities to develop growth strategies. B2B do not have years to experiment and master their marketing vision, though. Often, this is the reason why they are left out in the conversations about growth strategies.
Yet, it is possible for B2B companies to achieve the same attention from marketers. Today, visionary CEOs in many organizations have succeeded in creating exceptional content marketing campaigns. It is enough to claim that it was harder for them to get people talking about their products. Well, partly because of the widely popular myth that B2B marketing is either boring or dull. Even so, they succeeded because they used creativity and latest marketing techniques.
Let’s take a look at some great B2B marketing strategies used by successful companies.
1. Create Games and Puzzles
Although it may sound strange, rich media can be effective in engaging customers. They will help to attract people who share the interest in the industry. These can be experts, reviewers, and enthusiasts. Interactive content types such as assessments, calculators, contests, quizzes and interactive infographics, have been strongly outperforming passive content in the recent years.
One of the best examples of a B2B company using a game for marketing is Checkmarx. This company provides app security testing solutions and products. It developed a game called Game of Hacks, which is an educational solution. It helps app security experts and developers to test their skills.
It offers a series of questions related to security testing. Then it provides some options for answers. Thus, it uses a popular format for a specific industry. For example, it shows the player a code, which should be analyzed for mistakes. Indeed, a simple and engaging game. It can serve as an educational tool and marketing solution.
Check out also the Best Examples of Interactive Content in 2016
2. Provide Free Trials
Free trial is a popular way to engage customers these days. According to Cox Business, one of the most important obstacles to effective growth is a high entry barrier. It prevents the people from trying the product of service. As the result, a company loses a possibility to get new clients. A better marketing strategy is to provide potential customers with trial versions of products. Or, you can provide great discounts.
Take a look at this writing service website. The first thing that a visitor sees is the -20 percent offer banner. This allows to lower the barrier to entry. Plus, it gives some time have the product with great discount or to test it before buying.
Providing free trials thus is a powerful tool that can help to get first users. This is a model of choice for some startups that want to hack their way to growth. Well-established companies use it as well: for example, Hubspot developed free website grader tool. It provides marketers with the ability to improve their websites for free and is used by millions.
3. Focus on UX and UI
User Experience (UX) and User Interface (UI) are hotties of the marketing world. If you haven’t given them much thought before, now is the time, since usability and user experience have an increasing impact on your seach engine rankings. As Moz puts it, the engines have a very good idea of the kinds of sites that satisfy their searchers. Some good traits include:
- Easy to use, navigate, and understand
- Provide direct, actionable information relevant to the query
- Professionally designed and accessible to modern browsers
- Deliver high quality, legitimate, credible content
If your site has a low number of conversions, it can almost always be improved by UX and UI. The designers who use these strategies transform the site into a remarkable tool for building the business. Perhaps, one of the most well-known examples of websites created with UX and UI in mind is Virgin America’s site. It provides a comfortable experience of visitors along with a minimalist design. They have already produced some great results there.
4. Take Advantage of LinkedIn
The only well-known professional social network can be a great tool for B2B companies. It has 400 million members: CEOs and other people who are potential leads. It is clear they should be targeted in a proper way. There are some strategies that companies use to connect with other companies. Let’s make sure that you can take advantage of them as well. They include sponsored updates and relationships with influential connections.
First, native ads are the default format of advertising on the platform. They work just like the sponsored content on Facebook. The research showed that around 90 percent of customer’s journey is finished by the time he or she contacts the sales team. Thus, it is imperative that the company’s visibility is as effective as possible.
Second, you can develop a series of emails that you sent to potential leads. They should encourage the connection to start a relationship. It would turn into business collaboration in the future. LinkedIn calls it a “touchpoint” system and recommends it generate leads as well.
5. Include Video Testimonials
Have you ever used the experience of your friends to make a decision to buy? ConversionXL suggests that peer reviews are a powerful influence on purchasing decisions. In fact, even negative reviews can increase online sales! To take advantage of these findings, you can use testimonials. They provide proof that a product is effective and reliable, which is a good sign.
More insights on the power of reviews: Why I’m Not Afraid of Online Reviews (And You Shouldn’t Be Either)
Have a look at this testimonial video created by Salesforce. Their client, American Express (that’s a reputable company!) says that Salesforce was effective for them for many years. It is also made personal, as various people tell about their experiences.
Clearly, seeing this video can be effective from a marketing viewpoint. First, it provides proof that Salesforce is a reliable company. Second, it ensures that Salesforce does business with such giants like American Express.
6. Use Humor
Do you enjoy a fair amount of humor in advertising and marketing? It can be your best friend in getting new customers. Many B2B companies have developed campaigns that emphasized humor in highlighting the business services. One of the best examples is Xerox and its Work Can Work Better campaign.
This promotional video made by the company shows two employees in an office. They struggle to start a meaningful morning chat. They ask one another about how they got to work and the answer in both cases is “good.” The narrator says that Xerox’s “real time analytics make transit systems go smoothly and morning chit-chat less interesting.” As the result, the product and its performance are shown plus a little bit of humor is there as well.
The company has produced several such videos about different services. Each one is a masterpiece of B2B marketing with humor. Click this playlist to view them all.
Fo both B2C and B2B, personalization plays an important role. According to Twoodo, personalization should be performed regardless of the stage of customer cycle. This strategy can be beneficial: it helps to connect with the customers on a personal level. When people are noticed, they tend to respond. You should definitely take advantage of that.
The personalization should be delivered everywhere. Every piece of correspondence you sent out and every product should be personalized. Moreover, tools like Hubspot and Mailchimp are great for the task as well. Eventually, personalization will help to segment the customers in a mode advanced way.
While it is easy to think of examples of B2C marketing campaigns, it’s not the case with B2B. The strategies described above will help you to bust the myth that B2B marketing is dull and boring. As the examples in the article showed, these strategies have already been successfully used. Moreover, they were used by well-known companies. As the result, their campaigns were engaging, creative, and fun just like B2C.
It is clear that there are many ways you can take to enhance your B2B business. Remember that you should often revise and improve your strategy regardless of the strategy. This way, you will ensure that it meets your goals and gets the needed results.
More great stuff for B2B marketers:
- How to Do Content Marketing if You are in a Boring Industry
- LinkedIn or LinkedOut? How to Engage Your Professional Audience
Photo Credit: Visual Hunt