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Masterclass defines B2B marketing (business-to-business marketing) as “a type of marketing that a company employs to target other businesses rather than consumers”. It is common to have businesses market their products or services to their customers or prospects. However, in B2B marketing, businesses carry out promotions to reach other businesses. There are certain businesses that involve products or services that will benefit other businesses. For instance, software programs and APIs that are manufactured by companies like Google will most definitely be needed by other businesses, and not necessarily individuals. While some businesses integrate the B2C (business-to-customer) marketing into their B2B marketing, others strictly go for B2C marketing.

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In this article, I will discuss some guidelines on how you can carry out a B2B marketing campaign.

Know your audience

The secret to any kind of marketing is to know the audience you are marketing to. To start your marketing campaign, you must identify the businesses that will need your product or service and understand their pain points. Also, define what your call-to-action (CTA) will be. What action do you want them to take? Are they to purchase your product right away, join your mailing list or just grant you an opportunity to tell them more about your business?

Identify your marketing channels

There are numerous marketing channels. You could opt for traditional marketing channels or online marketing. Whichever one you choose, ensure that it is one that will reach the audience you have identified, according to the first point.

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You could make use of social media, blog posts, cold calling/emailing, influencer marketing, etc. At the end of the day, you must have made these businesses see the need for your product.

Create your content

In the process of creating your marketing content, you should define what your core message will be. That is, the exact value your product/service will be offering to your prospects. Help them identify their pain points, even when they do not see them. This is the benefit of hiring or outsourcing a good copywriter. Use the art of storytelling to hook them and eventually buy them into what your business provides.

Remember that at this point, your content marketing strategy is important. Reel out quality content that first engages them, before selling your product to them. In this visual-crazy world, you should explore content that will appeal to their eyes. It is recommended that you do more videos and infographics. You can also employ SEO in blog posts, but ensure you also have compelling images within your blog posts.

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Now you have your content ready, publish them across the different channels you’ve selected.

Track your campaign

It is not enough to just create content and post. It is necessary that you have a record of how they are performing. Thanks to social media analytics tools, you can monitor your posts to determine which are performing well and which aren’t. You can also make use of Google analytics tools to do this. Tracking your marketing campaign will help you identify the kind of content that converts and those that don’t. This, in turn, gives you and your team a better direction as to how you can reach your prospects more effectively.

There is certainly nothing complicated about B2B marketing. Just see it as communicating to your customers. This is because, in the long haul, these other businesses become your customers. The only difference is that they are not individuals, but business entities. Identify your prospective business partners, identify the channels where you can communicate most effectively, and reach out to them with the best content marketing strategy you have up your sleeves.

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This article was first published on 27th August 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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