If you have stumbled across a halt in your business growth, or are unsure on how to kickstart your growth as a new business, reconsider your B2B marketing strategy. How much focus is there on driving brand awareness directly to your B2B clients? Many industries are flooded with competitors, the effect being that target clients simply have too much choice and can often be overwhelmed by the process of finding the right business to go to. Therefore, considering the impact direct mail and a data driven B2B marketing strategy should be a top priority.
If you are reevaluating your current marketing strategy and are open to new goals and resources, explore how to drive brand awareness with data driven print marketing.
What Is B2B Marketing?
B2B marketing is simply when products/services are provided from one business to another. Since you are marketing to a business, rather than the general public, you need to tailor your approach specifically to this audience. While traditional tv ads and social media promotions may work for some business owners, consider the sectors who don’t have access to that during their working hours. A more direct approach, such as direct mail, flyers, promotional gifts and roller banners to display at exhibitions may prove to be more effective.
What Should Be Included In a B2B Marketing Strategy?
Even with print marketing, think right time right place. Conduct research into your audience to build a strong portfolio on who they are, how they operate, where they look for certain products/services, resource gaps you can help with and consider which type of offers can be most attractive to them.
B2B Marketing Resources
If there are industry exhibitions that have a great turnout, get involved. Not only will this allow you to put your brand right in your target audience’s pathway, it always allows you to build a professional relationship with them face to face. Use marketing resources to offer further information on what you offer, including:
- Leaflets: Provide more information on the type of products/services you offer, or go into detail about a specific range, followed by a call to action on where they can go to enquire.
- Flyers: Promote discount codes and upcoming offers exclusively to those with flyers.
- Business Cards: Easily provide your contact information for them to hold onto.
- Promotional Gifts: Think practically about what type of items you give out, such as business stationery which they can keep on their desk as a constant reminder of your brand.
Tracking Campaign Success
The next step to consider is how you can collect data through these marketing resources, to provide you with valuable insights into future B2B marketing campaigns. A few ideas include:
- QR codes which direct to a landing page purposely designed for that campaign, so you can see how many people visit, how often, when and if they convert.
- Discount codes used for a specific segment of your audience, for example, only those who attended an exhibition, to track how many of them go on to use them.
This information can then be used to guide your future campaigns about which type of places you need your marketing to appear, and to narrow down your target audience if needed.
If you are a new business or events aren’t popular in your industry and you want easy, affordable, wide spread marketing, opt for direct mail. Have flyers ready to send, leaflets available in appropriate locations, or provide business cards that offer a type of referral scheme.
Printing Birmingham
The possibilities with print marketing are great and when used strategically, they can make an impact on your brand awareness. If you are searching for local printers, we provide a range of services for printing Birmingham and UK businesses can use on their upcoming campaigns. To get started, contact our team to discuss your requirements.