We know that online Marketing has gained strength in recent years, and may have somewhat overshadowed the offline part, but the truth is that both complement each other . What is the formula for a B2B company like?
Companies have a common goal: to be relevant , and with it will come everything else. They seek to create approaches and strategies that allow them to achieve their goals in a different and personalized way.
Combining online and offline elements through B2B Marketing will allow companies to develop campaigns that are linked to different communication channels and generate potential associations with other businesses that have common interests.
In the following paragraphs, we will discuss in depth what B2B Marketing refers to and how to apply it in different Marketing strategies .
What do we understand by B2B Marketing?
B2B is an acronym for “Business to Business”, or in its translation into Spanish, “Negocios con Negocios”, in which the campaigns are not always focused on end consumers, but rather on relationships with other companies.
B2B Marketing seeks to achieve long-term goals , so the advertising and resources invested will be greater and personalized, focusing its market on a specific sector and focusing its attention on the Buyer Persona.
In the same way, they invest their time in detailing the characteristics of the elements they offer, so that they can create strategies that allow them to streamline their sales processes, although these tend to be longer and more complex, and with a reduced customer volume.
What differentiates B2B Marketing from others?
In general, the techniques implemented in B2B Marketing are opposed to B2C (Business to Customer), since they are two approaches with totally different objectives.
In B2B Marketing, the needs of companies are not the same as those of consumers, as they are motivated by different factors.
Let’s explain this point as follows: Let’s say that the end consumer wants to buy the products and services you offer by wanting them and satisfy some need , and a company acquires some good because it needs it to grow.
In the first case, the purchasing processes would be faster and would require fewer interactions, while in the second the decisions are immediate, although they require planning and personalization in the message.
Of course, any experience can be enhanced by well-defined strategies .
Therefore, the main task of B2B Marketing is to reduce risks and gain the trust of the customer, which in this case would be the company.
What are the relationships between companies like?
Relationships between companies are not what they used to be, and building trust on both sides is much more complex.
In general, companies look at the image they transmit, both among themselves and with consumers , so their presence and reputation ( online and offline) are extremely important.
The same happens with the business model and philosophy that they preach, which must be profitable, and which also adds value at all levels (economic, social …).
How is offline Marketing related to B2B companies?
Traditional media still have power today , and can generate a good volume of traffic.
Advertising in traditional media is useful for companies, but… in what way? When people watch television, for example, they usually have their phone aside, and in commercials they check social networks .
We mentioned at the beginning that offline (traditional) and online media complemented each other, becoming the ideal opportunity for brands to advertise their products and services; And it’s so much better when they appear to the right people.
Offline Marketing Strategies for B2B companies
The human being is visual, and physical brands can work on creative elements that will allow them to capture the attention of consumers much easier, and if you combine the idea with an attractive message, the better.
The same is true when we want to be relevant, and companies offset that factor with events that allow them to connect with consumers. It is necessary to express that face-to-face interactions have enormous power , since in-person conversations are much more meaningful than others online.
As we mentioned, offline Marketing is complemented in a certain way with online, and it is possible to adapt the content through Guerrilla Marketing. Human connection and experiences are created from offline Marketing.
How to improve your B2B strategy?
Every Marketing strategy needs a plan that supports the ideas, and for B2B companies it is no exception, since you will be able to reinforce the identity of the brand.
Normally, companies are more receptive to those that have elements in common, because they will feel more identified, representing the ideas with the values they seek to convey.
Reinforcing the corporate image (both offline and online) will allow you to define the values of the company much easier; and if you add visual elements and a good message, you will be able to transmit the values that you preach to clients.
Ideas to consider
Marketing strategies should focus on the customer. However, in today’s market, many brands seek to increase sales and reduce costs, which translates into an improvement in the products in order to be more competitive.
It is also necessary to add that, over time, the results of the different Marketing strategies developed can be measured, which will allow knowing which actions are more profitable.
Finally, both the Marketing strategy and the sales concept must be aligned to provide the ideal customer experience, so that resources can be invested in the best way, based on the values you seek to instill .
Offline marketing for B2B companies
B2B Marketing is aimed at the sale of products and services between companies, so it is necessary to define objectives before planning any strategy.
And by combining online and offline elements through B2B Marketing, companies will be able to develop different strategies that can be used in various communication channels to generate lasting and potential relationships with other businesses that have similar interests.
- Digital Marketing Strategy