Your B2B industrial marketing strategy is out of date - and here's whyFeb 17, 2021
For decades, industrial and manufacturing marketing has focused on the same three areas - drumming up leads at trade shows, cold calling for sales, and using the little black book and the offer of an enticing steak dinner to make sales. This strategy made sense up until this point, as most B2B orientated companies derive their revenue from existing customers.
1 - Understand who it is that you want to target
2- Make sure that your front-end, customer-facing systems are suitable
You need to make sure that your customer-facing systems are up to scratch. This means that you have a website that is visually appealing and that showcases your products and services in a way that B2C customers are used to buying from. As opposed to the more traditional catalog-style approach that we tend to see from the manufacturing and engineering companies. You also need to consider the usability of your customer-facing systems and make sure that you are easy to buy from. B2C customers often want to make instant purchases through your website - are they able to do this?
3- Start building your email marketing list
Every B2C marketer knows that their email contacts list is the most valuable asset they own. An email list allows you to keep in contact with your audience and is much more powerful than simply using social media marketing to target clients. If you want to start selling directly to consumers, then you need to implement marketing strategies that will grow your marketing email list. - This is your new black book!
4 - Personalise your interactions
I’m a big fan of leveraging the small things that can make a really big difference. Personalisation is one of those things. As customers, we hate feeling like a number. We want to feel special. If you want to make a big impact, quickly - focus on ways in which you can personalise the interactions that you have with your customers.
5 - Come up with a strong marketing plan for your B2C audience, dedicate some effort and execute
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