Anyone who plans to sell goods or services to businesses and markets online should be aware the difference between b2b online marketing and selling directly to the consumer. While some of the basic principles of marketing are the same, there are some differences that if not taken into consideration can sabotage your marketing efforts. The good thing is that in some ways, selling to businesses is a lot easier than selling to consumers, and incredibly often the profits to be made tend to be greater, especially in the beginning.
One of the biggest differences between b2b website marketing and marketing to consumers (otherwise known as b2c marketing) is that you’re no more trying to sell to a single person. That sounds obvious, but business purchasing isn’t just a group of people looking at your product or service simultaneously and then making a decision. The question of whether or not to buy or not goes from person to another, sometimes in an exceedingly long chain of command, and can take a lot of time (and convincing).
When you’re selling something to a consumer, you’re coping with one set of eyes and one person to convince. A significant key in marketing to consumers is repetition-most won’t find the first time, but once your items are actually put in front of them too many times in an appealing way, they’re more prone to buy. With b2b online marketing the same principle applies, but this favorable impression must last down a lengthy line of people who must decide. Getting the item or service facing them many times is crucial with businesses, too.
Marketing via email is one great way of keeping your products or services in front of them, but when b2b internet marketing with emails you have to be much more careful than when marketing to consumers. Lots of people who receive an email, particularly one they’ve consented to receive, are going to be more interested in the product or service offered, the discount, and just what the item can do for them, than how professional and well-done the e-mail is. This is less likely having a business.
Because the business could possibly have its own b2b internet marketing plan, they will expect a certain level of professionalism in almost any emails or correspondence you signal them. Misspellings, strange line breaks, broken images and whatever else that screams “amateur” or “careless” probably will ensure that your message goes no farther around the line-the kiss of death for anything you’re trying to sell them. Take extra care with your email marketing plan. Don’t only make them correct and tidy, make them dazzling and attractive. Your emails and correspondence will want to look as good as anything coming from that company should you really want to impress.
If you sell to businesses, you already know your target market very well. Make sure that all of your b2b internet marketing efforts are professional and focus not on you, but exactly how you can fill their companies’ needs, and you will get your products noticed.
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Posted under marketing
This post was written by Karri Owens on January 26, 2012
