3 Marketing Strategies for B2B (Business to Business) Business
For business-to-business companies, the struggle to find qualified leads never ends, and the stress of keeping new leads coming can keep even the most confident small business owner up at night. Trade shows, referrals and in-house email marketing are the three tactics most cited as generating many leads. The good news for small business owners, who are usually limited in budget and always limited in time, is that focusing on these three types of marketing can be all you need to get good leads pouring in. Here are some tips:
1. Trade Shows:
Trade shows have long been one of the most effective marketing tactics for B2B companies-it seems there's still no substitute for meeting potential customers live and in person. To make sure a trade show is worth your while, do your homework. Ask other business owners in your networks whether they've attended and what they thought of the event. But don't rely on past years' experiences: Contact the event promoter and see if you can get specifics about the number and types of attendees expected, as well as who the other exhibitors will be.
2. Referrals:
Not only are referrals highly effective, they're essentially free. But to make them work, you need to set up a system for asking for referrals on a regular basis. Work with your sales team to figure out an effective strategy for wording referral requests and whether you need to offer some type of incentive to sweeten the pot in exchange for the referral.
3. In-House Email Marketing:
Today's email marketing tools are simple to use. They offer design templates that take lots of the work off your hands, and ensure you're sending marketing emails that comply with anti-spam regulations. It's also easier than ever to gather customer emails and create your own in-house list, which is always more effective than renting a list from somewhere else. To build a good list, ask customers for their emails at every possible point. Entice signups by telling customers they'll get special offers and discounts via email, and you're more likely to get their info.
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