What are the best B-to-B marketing tools for your business? Business-to-Business marketing is one of our specialties at
Lawrimore Inc. Here are some important things we've learned
in over 25 years of helping clients with B-to-B marketing tools.
First of all, consider if you are marketing mainly to local
businesses or businesses nationwide, even globally, because
that has a major impact on your choice of B-to-B marketing
tools. Either way, you are going to need certain core B-to-B
marketing tools, which we will discuss first, then get into
the differences between local and national marketing. (All
of these tools are provided cost-effectively by Lawrimore Inc.)
CORE B-TO-B MARKETING TOOLS
A good brand name communicates your business distinctively.
If you have an unusual name like Lawrimore, you can go with
that. But if your name is Smith, pair it with other words that
explain what you provide, like Telephone Systems, Casualty
Insurance, or Architecture.
You need a distinctive logo that
you can use on all your marketing materials that will serve
as a graphic symbol of your brand. Don't settle for a cheap
one because this is one of the most important symbols of your
business as a whole.
A website is
essential in today's marketplace, yet surprisingly many businesses
still do not have even a basic website. Ask us about inexpensive
website options, or perhaps consider the value of investing
in a search engine optimized website that will attract potential customers who are
using major search tools like Google, Yahoo or Bing.
Public relations is the most cost-effective b-to-b marketing
tool for reaching large audiences. We can
assist you with getting news stories and feature articles in
a wide range of media, and it costs you nothing for the news
space. Public relations has more than seven times the credibility
of advertising, according to one study, because it has the
implied endorsement of the "objective" news media.
Direct
mail is regaining favor as a b-to-b marketing tool because
it can be highly targeted. Standard envelopes often get trashed,
but simple postcards will typically get scanned by the recipient,
and "lumpy mail" (packages with
some souvenir object in them) will usually get opened. One
of the best uses of direct mail is to generate interest among
potential customers in visiting your website, where they can
learn much more, and find an online contact form to let you
know of their interests. |
LOCAL B-TO-B MARKETING TOOLS
Newspaper advertising can be effective in building name awareness
and generating some inquiries from prospects, although it
can also be expensive. Even a small ad can run several hundred
dollars per insertion. This is one B-to-B marketing tool
that you can try in various forms to see what works best.
In general one ad is worthless. A series of 4 to 12 is needed
to build interest and desire on the part of potential customers.
B-to-B networking - in most communities, the Chamber of Commerce has a wide variety
of events year-round that let you meet and talk with hundreds of people, some
of whom are potential customers and some of whom may serve as referral sources.
Other organizations like Business Network International and local chapters of
professional organizations provide additional opportunities to get to know lots
of people. Be prepared to pass out plenty of business cards.
Yellow pages are a mixed bag. On one hand you'd better at least have a listing
or you may miss opportunities. But in our own experience, the majority of
people who are searching for a business services provider in the Yellow Pages
have little money and ultimately do not become profitable customers. It
all depends on the business you are in. Obviously plumbers and insurance companies
get business from the Yellow Pages because they run tons of ads in the phone
book. Try it yourself and see what works.
Radio and TV are generally not cost-effective B-to-B marketing tools. That's
because the vast majority of the audience you are paying for are not potential
customers - not business owners and decision-makers. If you do want to try broadcast
advertising, consider Cable TV. It is surprisingly cost-effective and lets you
select a cluster of channels that are more likely to be viewed by business people
than some others.
NATIONAL-INTERNATIONAL B-TO-B MARKETING
Trade magazines are the best national-international
B-to-B marketing tools by far. There are tens of thousands of them, and a professional
marketing firm can identify dozens that serve your target market. Full color ads are usually worth the price. Sell only one product or service
per ad and run it several times for best results. Such ads we've created for
clients have generated hundreds of thousands of dollars in sales with ads yet
only cost a couple of thousand to run.
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In addition, trade magazines are hungry for good PR stories. Our marketing firm can write articles and take photographs that
will be "magazine quality" and ensure good placement
for your business. Some we've created have even made the front
covers of major trade publications. Such PR costs no more than
an ad but has much greater visibility and will really make
your phone ring.
Search engine optimization goes far beyond a mere website, to actually drive
search engine traffic to your site. For example this page you are reading now
was created after we discovered that many people were searching for "B-to-B
marketing tools" online, but few other sites offer such information. Search
engine optimization is very complicated to "win," and constantly changing,
so it definitely requires professional assistance. But given the fact that the
MAJORITY of potential B-to-B buyers start their search online, it is one of the
best investments you can make.
Email newsletters are a great way to convert traffic to your website into
a growing group of potential customers. Email newsletters require someone who
is a skilled writer and who has the time and interest to produce it. Even a monthly
email newsletter can be a great way to keep people informed about what you're
doing, offer helpful information, build your reputation as an expert, and keep "top
of mind" awareness for your company and its services.
If you don't have someone on staff to do this, we can do it all for you. The great
thing is it costs only a penny an email or less
if you use the right software. No other medium of communication is as inexpensive as
email newsletters, and return on investment is outstanding.
Trade shows are proven winners for B-to-B marketing, especially if you have a product to sell.
You'll have to pay for booth space and the construction of an attractive booth,
and you'll need some kind of hand-out materials for visitors. In many industries,
trade shows are highly effective for concentrating potential buyers from across
the country in one place, and many of them can visit your booth and interact
with your staff. In general you will increase attendance if you send out some
kind of direct mail or email in advance to those who have registered to attend, ideally with a special
offer or lure to reward them for visiting your booth.
To learn more about your B-to-B marketing options, use our online
contact form or call our president Buck Lawrimore at 704-332-4344. We look forward to helping you increase your sales and profits. |
