When some B2B companies think about promotional campaigns, they tend to mainly focus on outbound and direct strategies, which includes messages that are sent from the business directly to leads or consumers.
However, there are plenty of other strategies that B2B businesses can utilize in their promotional campaigns to achieve better results than ever.
One of the most effective promotional strategies for B2B businesses is inbound marketing, simply because it’s able to attract, engage with, and make customers happy.
Unlike other promotional methods that companies can use, with inbound marketing, businesses can get the attention of their customers and engage with them through meaningful and valuable content.
The great perk of inbound marketing is that instead of making potential customers annoyed by showing them ads or other promotional content when they’re not looking to make purchases, with this strategy, the business will be inviting the customers instead.
It’s an incredibly effective strategy not only because it creates more interested consumers, but because it’s also useful for businesses of any size, and in any industry.
Search Engine Optimization
The process of increasing both awareness and traffic for a particular business website by making it show up among the top organic search results on search engine results pages (SERPs) is the essence of SEO, and it’s utilized in both marketing and public relations campaigns.
While other strategies, such as email, social media, and paid ads help companies to solely generate website visits, SEO as a strategy is a lot more important these days. That’s because most users these days use search engines to navigate the internet outside of social media platforms.
When a company utilizes the right SEO strategies, it’s able to increase its audience in a targeted effort, because those consumers identify themselves as people who are interested in a company’s products or services.
Another useful promotional strategy that focuses on targeting a set of accounts through highly personalized campaigns is account-based marketing (ABM). With this strategy, sales and marketing teams get a number of advantages, such as cost-effectiveness, a faster sales process, and efficiency in marketing resources.
With account marketing, companies can also utilize retargeting strategies so that they can keep building even stronger relationships with consumers even after they’ve made a purchase.
That means the company’s name is repeatedly appearing in front of the target audience, which are groups of people that have already expressed an interest in the company’s products or services. This way, the business will be able to recapture the consumers’ attention and generate high click-through rates.
Not only that, but retargeting can also be used alongside target audience segmentation strategies and personalized campaigns to create even better experiences for the consumers and generate more interest for the brand.
Finally, one of the best networking tools for B2B companies is industry events such as online or in-person trade shows. With these types of events, businesses get a chance to improve their relationships with key market partners, prospects, and customers, as well as identify new opportunities or market trends.
Although in-person events have generally been limited throughout the pandemic, virtual events offer plenty of the same benefits to companies because every business gets access to the same information and audience.