When it comes to business-to-business technology (also known as B2B technology), your marketing goal should be to target big businesses as your clients, not everyday consumers. In some ways, your marketing goals will remain the same: You still intend to showcase your product and use social media as a platform to promote it (or perhaps outsource your SaaS marketing to qualified third-party experts). Keep reading for our top 20 B2B technology marketing tips that can help you keep one foot in your customers’ doors.
1. Create original content
2. Deliver valuable content
Examples of valuable content:
Clean, detailed, helpful information organized on your site
Slides from a presentation
News about ongoing deals
Explanatory videos about your product
Free trial opportunities
Pages that feature tips on technology marketing strategies
Remember: providing valuable content can be the make or break point that pushes a business or consumer to the next stage of your digital marketing goals. Perhaps your goal is to make a purchase, maybe it’s to prompt a sign up that includes an email requirement. Consider the reasons WHY a consumer clicked on a video or page of your website. Provide them the information they need to decide whether or not they’re interested in learning more.
The more valuable content you deliver, the more your brand is perceived as an expert and as a business that offers high quality. In turn, positive feelings towards your brand are likely to increase the interaction your business receives, which can translate into more sales down the line
3. Watch your competitors and do what they do, but better
4. Build credibility on social media with your content
5. Be honest and straightforward, not evasive
6. Direct people to your website
7. Be willing to take marketing risks
How many ads do you feel you have seen over the course of your life? Think back to ads that stood out to you. Did they have catchy jingles? Tell a story about characters in unique situations? Add a human face to a threat to emphasize how real and near to you it can be? Be willing to create ads and web pages that stand out from the thousands of similar ads and web pages we see every day, and you are more likely to catch your target audience’s eye.
As a B2B company, you are marketing to businesses. Those businesses may have marketing teams of their own. If you’re not sure who to target your marketing towards, imagine that the business has a highly qualified marketing team and your goal is to create something that exceeds their expectations and gets them excited about your product.
8. Create fun and useful videos about your product or service
Consumers enjoy video content. Videos can convey information more quickly and easily than huge text blocks on your website, and fun videos will stick in the minds of your consumers even after they navigate away from your page. Create educational videos that demonstrate your product or service. Those videos are more likely to be viewed and shared with your target audience than technical articles full of jargon.
This is especially crucial in SaaS marketing. Learning to navigate new software can be intimidating. The more help you can provide in demo videos, the more comfortable your consumers will be. Remember: you want to offer a product that’s not only helpful, but relatively simple to learn how to use.
If you have the budget, consider investing in animated infographics to explain your product. Animated infographics can be colorful and fun to watch. If you are not sure how to outsource marketing, outsourcing your animation can be a great start.
9. Create buyer personas to define your target audience
10. Showcase client testimonials
11. Get influencers onboard
If you have built up a quality brand with a quality website and positive reputation, you are more likely to get influencers on board to showcase your product. Be well prepared with a clean, easy to navigate website before you even consider reaching out to influencers. Additionally, do your research to narrow down the influencers that are right for you and your product. Don’t waste your time or money if an influencer’s focus lies with the wrong audience.
Finding influencers in the B2B marketing sphere may be difficult. Not sure where to start? Consider products you have purchased for your company in the past. Was there a specific person who encouraged you to choose one product over a similar competitor? Start your search for the right influencer there.
12. Be prepared to attend conferences
Live events, such as business conferences, are full of influencers in the form of keynote speakers. Digital marketing is important, but don’t neglect face-to-face marketing. Make an effort to attend conferences and live events, and don’t skimp on the visuals.
If someone at a live event presents your product, try this strategy: allow the slides to become available, but only in exchange for one’s contact information. If your audience wishes to review what they saw about your product or service, you can email them and continue to market to them in the future with newsletters.
13. Continue building brand awareness
14. Customer Engagement
15. Remember to target your niche
16. Focus on lead generation
17. Find where your customers are and pursue them there
Many of us enjoy being online, and in marketing, it’s important that you don’t forget why people use social media in the first place: many use it as a break from reality, a place to unwind, and a place to connect. Social media also offers itself as a place to share thoughts about problems we’ve experienced and products that we like or dislike. Once you can identify your target audience, watch for them on social media. If you see complaints, strive to fix the issues going forward. Engage with people and watch what it says about your product.
Not sure where to start? We recommend focusing your efforts on platforms such as LinkedIn which are full of fellow businesses.
18. Provide education across the web
19. Keep your website up to date and professional
20. Invest time in search engine optimization (SEO)
Define your product category and produce content about that category and how your product or service can help people solve their problems. Posting regular, original content on your website helps it rank high in search engine results. The higher you rank, the more visible your website is to your audience. SEO works best when it is a long-term focus. Outsourcing to an experienced SEO company can help save you time on this phase of digital marketing, freeing you up to focus your marketing attention on the other ideas on this page.
If you are ready to scale your business and outsource marketing to a professional, reach out to our team at Megan Killion Consulting today and let’s start chatting about your company. After 15 years of market consoling, we know a thing or two about helping your company grow regardless of how early or far ahead you are in the process. Marketing doesn’t have to be intimidating. With our help, it can be easier (and more fun) than you think.