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The B2B and B2C sectors have many similarities and differences. To be successful, it is crucial to understand the latter and then adjust the promotion strategy and the type of online activities. Sometimes, the same tool is needed in both B2B and B2C, but in a different way. The main element that is necessary in both sectors, but in different ways, is the landing page. How do you run online campaigns for the B2B sector?
Landing Page in B2B
To build an effective landing page for a B2B campaign, we need to get answers to 3 questions:
Who is our customer?
What is his need?
How can I help him meet this need?
We should base all communication on the answers obtained in this short quiz.
A quality B2B site opens with a welcome section, otherwise known as the hero. It is this section that is critical to whether the viewer will stay on our site. If this element fails and loses the attention of a potential customer, all the effort put into attracting them may be in vain.
Users have universal expectations regarding what they want to see on a website.
How to run online campaigns for the B2B sector? – building a landing page
These are:
- company logo in the upper left corner
- headline with a promise (preferably specific)
- response to a user need (what I can do to help you)
- call to action/encouragement to read the rest of the page.
The priority in B2B communication is to understand the recipient and set yourself up to benefit them. The promise of said benefit translates into interest in the offer and conversion. If you can convince the recipient at the outset that you can deliver value as a solution to a problem, then you have the most difficult stage behind you. You can then demonstrate an understanding of your prospective partner’s business problems.
Communicate to the recipient that you understand what problems he or she faces on a daily basis. If you show that you know the challenges that the company faces, you will build a good foundation for proposing solutions to these problems.
If you emerge in the recipient’s mind as someone who understands their problems, it’s time for the next step –solving the problems. Describe how you diagnose the contractor’s difficulties and ways to respond to them. Define the tools you will use – this could be an audit or a conversation with the customer and then the process of responding to the needs. This is, for example, building a landing page or preparing a strategy for implementing given solutions. Don’t be afraid to accurately describe the processes that will occur through your intercession. The more open in communication you are, the better authority you will build in the eyes of the customer.
How to run online campaigns for the B2B sector? –communicate benefits
When you’ve outlined the potential solutions you can deliver to the customer, it’s time to put the icing on the cake, which is to show the benefits of implementing them. Focus on the value you will deliver to the customer. So don’t write about cutting-edge technologies or innovative solutions, but the real effects the customer will get. The potential gain in the form of speeding up production, reducing costs or attracting new customers will convince him to take up your offer.
An important element you should include on a site designed for B2B activities is customer reviews. Showing that customers are satisfied with working with your company will increase your credibility. Signed reviews with the contractor’s name are the best way to show your audience that working with you pays off. Ideally, such a review should include a description of how you achieved success together and the results.
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Design the site to answer potential questions that will arise in solving customer problems. Much of the sales process involves talking to customers and explaining their objections to the solution you offer. It’s a good idea to include a section on your LP where you collect the most common questions and answers to them. Usually, these will be questions like “How much does it cost?” and “How long will it take?”
Invite them to work with you when you’ve answered the customer’s questions! Try to do this while keeping the previous tips in mind. Instead of encouraging them to submit a form, point out the benefits the customer will receive by using your services. For example, “Use the service calculator!” or “Receive a free report!”. This is a tangible benefit that will make the recipient feel that he already has something from the cooperation undertaken.
If you want to build an effective landing page to attract new customers, you can enlist the help of a digital agency. We will help you design your page to establish new business partnerships!
We will help you design your website to help you establish new business partnerships!
If you already have a proper landing page built, we can move on to the second part of the article, running a campaign. We already know that B2C and B2B have fundamental differences, which means running a campaign will differ in both cases. Which differences are the most important, and how can you make your campaign effective?
Marketing in B2B – Length of purchase cycle
An important element to pay attention to is the length of the buying cycle. In B2C, the purchase path tends to be shorter and more impulsive based on emotions. Customers make quick and low-thought purchase decisions, especially for low-value products. In B2B, buying processes are more complex and lengthy. Purchasing decisions require time, analysis, negotiation and approval through various decision-making stages within the company. Purchasing decisions in the B2B segment are influenced by employees at different levels in the hierarchy. 81% of employees below the board in companies influence purchasing decisions. Often times, it is not enough to reach the company’s chief executive or board member, you also need to convince many other stakeholders of the advantages of the product or service.
Therefore, when designing and running a campaign, it is worth ensuring that you reach the user at every stage of the purchase path. While for some B2C businesses, we can skip the recognition-building stages, for B2B, we can’t do so without considering the first stages of the funnel. Since the purchase cycle is usually long, it is worth implementing remarketing campaigns in your efforts. They should have a higher intensity than in the case of B2C. To analyze the effectiveness of activities at different stages of the funnel, ensure you have proper analytics integration on your site. You can use, for example, Google Analytics 4
Value-of-transactions-in-B2B-marketing
In the B2C sector, the transaction value tends to be lower, but the number of transactions is usually much higher. This is especially the case for companies operating in industries involving fast-moving products. In B2B, transactions are often much more valuable. Products and services offered in B2B are more expensive, affecting the purchasing process’s length and complexity.
Target group in B2B marketing
B2B campaigns focus on decision-makers, managers, and sometimes decision-making teams within companies. Communications should target professionals in a particular industry. These individuals are characterized by high industry knowledge regarding its services and products. The buying decision is often influenced by the entire team, so communication should be carried out on the assumption that our ads are seen by people with different personalities and preferences. Therefore, it is worth focusing on aspects of products or services that are universal and will reach people with different characteristics. In this case, it is possible to differentiate the advertising messages we use in campaigns. People at different levels in a company may be attracted by other product or service features, as their perspectives are often significantly different.
Building relationships with customers
In B2B campaigns, it is important to personalize and build lasting relationships with your audience. Purchasing decisions are often based on trust, so building long-term partnerships is important. Try to communicate the long-term benefits of cooperation that counterparties can gain. Businesses are different and need different treatment. Flexibility is necessary to build relationships. Doing so increases the chances that the customer will bond more closely to your services while giving them a sense of strong commitment on your part. If you have the opportunity, assign a specific person to take care of a particular client. This will make the contact more personal and the cooperation more efficient for both parties.
Appropriate channels to reach recipients
According to the Content Marketing Institute, the three most effective methods of reaching audiences in B2B marketing are emails, blogs and social media. 91% of respondents in the survey indicated that they use content marketing in their efforts. The use of content is important for one reason – 81% of mid-level employees in companies influence buying decisions. They are the ones who do the research before a purchase decision is even made. In today’s reality, B2B customers are well-informed before contacting a supplier. A brand, therefore, should ensure that it is known to the potential customer even before they begin the buying process.
Maintaining online campaigns for the B2B sector is a difficult task with many unique challenges. To ensure the success of your efforts, plan carefully and consider the needs of your audience at every stage of the purchase path. Understanding these needs will determine the success of your campaigns.
