There is something very special that happens when one business markets to gain the trust and sales of another. The thought of most businesses catching the ignorant consumer’s attention by simple tricks, innuendos, and media hype is a good one… but simply doesn’t apply in the world of business to business marketing. The world of b2b marketing is so much more complex than most realize. Many of the standard marketing rules don’t apply when it comes to marketing to the average American (and even non-American) business. Even more so, there is a nice sized opportunity to grab this market, because not many have!
As most business owners begin their journey, they head straight towards consumer sales and marketing. Business to consumer (or b2c) marketing is hundreds of years old, and most of the same tactics work as they did back when our great-great grandparents rode around on horses while eating 1-cent candy. Luckily for us, many of these marketing strategies have been refined since the massive rise of internet business, and since then, the competition is bigger, but the rewards seem to grow as well. This also can be said for business to business marketing.
Business to business marketing has been a good friend of mine for a while. While I must say that it is probably the trickiest type of marketing to master, it is definitely the most rewarding. One of my first businesses operated in a manner in which it only sold to businesses, and very rarely to individuals. I quickly learned that although the competition wasn’t as plentiful as a pure B2C marketing environment… these b2b marketers really knew what they were doing, and they were NOT afraid to knock down crying children (aka, small b2b-aimed businesses) in the process. I will happily admit that I got trampled on more than once by these superior B2B powerhouses. Needless to say, I have learned enough lessons to fill an entire book on the subject.
Business to business marketing is almost like losing weight. It takes a while to learn what works and what doesn’t. Like all business matters, b2b marketing can best be described as a “trial and error” type of process. Methods that work for your b2b marketing efforts may not work for your competitors. It’s all in how you brand yourself. Setting yourself apart is key here. Don’t get the wrong idea… I’m not telling you to go out and re-design your logo to include tacky, neon colors… No … No… No. There’s a way to set yourself apart, while being completely slick about it.
Getting your point across in a creative, yet efficient matter has been the core of all of my own b2b marketing campaigns. Get creative, elicit a laugh, a chuckle, or even a lasting question in the client’s mind. Don’t let them see your advertisement or marketing materials and NOT remember it! While doing this can prove to be risky at times, I promise, if you really delve into the art of “trial and error” you’ll get it right if you pay attention to the numbers. To decipher a winning campaign, pay attention to every detail… your website stats, and where your traffic is coming from. Don’t forget to ask all phone callers where they saw your ad, and why they decided to call. The feedback you get from this process will prove to be priceless in all of your own business marketing efforts!