B2B brand strategy is crucial for success. Having a strong brand presence will make your company stand out from the rest. When you think of the top businesses in the B2C space you think Coke, Levi’s, Amazon. The common factor with these three companies is a strong brand. Any consumer could tell you who those companies are, what they do, and most likely when they last purchased from them. The strengths in B2C branding are increased sales and a loyal customer base. [More]
Whether a startup has a revolutionary business model or offers the best product or service to its market, the key to its success will be its marketing strategy. Not only does marketing set up the brand for a company but will also help build the sales pipeline.
Customers look for trusted companies to do business with, which is why content it so important. Research material related to your brand that is reliable can make a world of difference on the type of leads that flow through your pipeline.
Making sure that resources are available to your audience is the other half of the battle. Choose the appropriate channels for your audience to find you without the hassle of searching. Let your clients find you by showing up where they are.
Start with the details. Define your product/service, place it in a category that it already exists in, and then connect it to its key benefits. Ask questions like “why should my clients buy from me?” “What does my business offer that no one else can?” Your name, logo, and website all need to mean something.
To make things easier follow these steps to create an authentic brand:
Tell your story – reflect on your personal beliefs/values that have brought you to form the startup. It is important for your audience to know who you are and why you do what you do.
Find meaningful quotes – brands can sometimes inspire us to do something greater than expected. The most iconic brand logo being Nike is Just DO It. Fueling inspiration to your clients give them faith that you want them to reach their fullest potential.
Find photos –a picture says a thousand words. Your brand needs to be visualized to evoke emotions you want your audience to feel.
Know your competitors and know your strengths – research what your competitors are doing right and how they are succeeding. Understand their weaknesses as well as your own. Put it into writing and be able to differentiate yourself from your competitors.
Digital marketing is a powerful tool. Used correctly will bring leads straight into your pipeline. Content made available through syndication or social channels allow your audience to be exposed to your brand. Blogs, infographics, white papers, and videos are the best type of content to drive B2B sales.
Having meaningful and relatable content will allow your customers to connect with the story you are trying to tell. Pairing all channels together will optimize the time spent on developing content. Create a clear picture that is transparent about your business.
Promote the content created with online advertising. Monitor, test, and apply the best strategies for your product/service. Facebook ads and Google AdWords are great places to start. They are cheap and efficient. Their analytics are easy to decipher to make decisions on how to move forward.
Research what your clients are looking for when they do business with you. Did they come through an ad on Facebook, Instagram, Google, or email? Narrow down the audience to have a clear picture of your customer persona. This way you won’t be shooting blindly when purchasing ads.
Stick to the decisions you made when creating the strategy. Many founders have no experience or desire to create a marketing plan. On average, businesses have seen an average of 20% increase in sales opportunities from their marketing efforts. According to the research by DemandGen Report, leads nurtured through marketing make it further down the funnel than without marketing in place.
Marketing is essential to a startup’s success. Be ahead of the game, spend time sooner rather than later developing it. Work on it constantly and find your start up starting to flourish.
The success of a startup will often depend on the set up of its marketing strategy. Sometimes the founders have little to no marketing experience. Businesses will sometimes forgo a marketing budget to tend to the other needs of the business, however marketing efforts play a big role in the sales pipeline.
Choosing to dedicate time and resources to marketing will increase sales, quality of leads, and decrease the time it takes to close a deal. With just a little bit of effort from the founder themselves, an agency, or part time employee you can see the benefits. A little help and a few tools will take your marketing to the next level. Take a look at some of these tips to guide your efforts:
BENEFITS SPEAK LOUDER THAN COMPARISONS
Sales and marketing work hand in hand. However, there is a difference between marketing yourself and selling yourself. Customers usually focus on cost, quality, and a combination of the two. You may be able to provide higher standards in those areas but is that enough? Show your customer how you are going to make their life easier.
CUSTOMERS ARE ALWAYS RIGHT
What are your customers looking for? What is their price point? Who are they turning to for information? The customer may not always follow logic from a business mind but their opinions are the ones that matter most.
Let’s say you are going on a road trip. After a few hours or so, someone will need to take a break. Whether it’s a stop for food or a restroom, eventually you will make a pit stop. Starbucks has listened to their customers and realized that they could take care of their needs by providing stops along the way.
MARKET YOUR PRODUCT BEFORE ITS READY
Some businesses wait until all their I’s are dotted and t’s are crossed before promoting their product. This is a risky approach. Here’s why. Businesses will expect to sell their product as soon as it’s ready. If no one knows about it then there will be no demand. Build awareness of your product to attract customers before it reaches the market.
ABOVE AND BEYOND
Marketing has shifted in the last few decades. Instead of word of mouth marketing the majority of efforts have been shifted to digital marketing. Explore creative ideas to catch the eye of your audience. Social media has the power to make videos viral. Make yourself known by leaving a memory in their heads.
TEST TO SUCCESS
Finding the right path may take a few failures. Test your marketing strategically by testing your ideas against each other. A/B testing can provide results that are data driven rather than just a guess. This approach pushes you in the right direction gradually.
Testing multiple channels is a great idea. Being consistent throughout each channel is an even better idea. The combination of all channels is usually when marketing begins to work. On an average a person will need to hear/see something 3 times before it sticks. They may not have a need for your service or product at this time but they will remember your name when the time comes.
Listening to your customers is important. Show them that you care about their thoughts. No matter if it is good or bad provide a space for your clients to be heard. Many turn to Yelp or business review sites. Show that you care about your customers and that they receive the best from your business.
Talk back to your customers. Feed them with the information they are looking for. Use social media to create buzz around your company. If used efficiently, social media will grow your idea. Exposure is necessary for your business to be in the minds of the consumer when they are ready to make a move.
HAVE A CONTENT FUNNEL
Scheduling out your creative ideas give you goals to reach whether it’s monthly, weekly, or daily. Use blogs, social media, or email to deliver messages that will educate prospects and make them want to try your product.
It can be difficult to follow the nuances that go into marketing a business. Being a startup makes your time limited and valuable. Follow the above tips to give your business what it needs to get off the ground.