Category Archives: Business to Business Marketing Strategies

Tips for improving your business to business marketing strategies and campaigns.  Learn how to find a market niche, and why having a niche is so important.  There are also posts about finding your ideal client (and why you need that too).  Trying to market to everyone only leaves you “spraying and praying” without actually hitting anything.

These pages also cover common business to business marketing mistakes (made by companies both large and small). If you’ve made one of these, you’ll learn how you can fix the errors you’ve made (and avoid future gaffes).

Need more clients? Or better clients? Check out the posts on lead generation, how to set and negotiate higher fees, and what red flags to look for when prospecting for new work.

Finally, there are posts on creating your brand and your company’s “story.” What you are selling isn’t necessarily what you think.  The way you present your products and services can make a big difference in your results.

Can You Have More Than One Niche Market?

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Everyone (including me) tells you that you need a niche.   Having a clear path helps you find new customers (since you know exactly where to look) and improves your ability to focus your marketing efforts.

But, what do you do if you’ve got several, unrelated niches?  What if your business has grown organically and you’ve got some clients in the software industry, another chunk who are accountants, and a third set who sell medical devices?

Analyze your customers

The first thing to do is to review each sector and see which ones are the most profitable, and which are most likely to remain profitable.  Who’s bringing in the most revenue?  Which industries have the best potential for current or future growth.  Which ones will do well despite the recession? If not, do you gain something by retaining lower-profit sectors (such as prestige, or PR, or brand awareness). Take the customers in the areas you want to keep, and focus your efforts on them.

Break up your site

One solution is to create separate micro sites (mini Web sites) or landing pages for each one. Develop separate marketing campaigns and send visitors from each industry to the appropriate spot. Limit the content on each site to information and products that are relevant to that sector.

Create a path

Build a clear trail to guide each group to the right spot and focus them on the benefits they will receive by using your product or service. Add separate tabs for each one to your Web site:  services for software developers; services for accountants; services for medical device manufacturers.  Make them different colors so they stand out.

Tailor your message

Adjust the copy, the products, and the services in each section to fit the specific problems faced by each industry.  Use  industry-specific language (tax time for the accountants, cloud computing for the software developers) as appropriate.

Add testimonials from clients in each group, and offer informational content (articles, links to trade magazine, worksheets, etc.) designed to appeal to each of the three industries.

Photo: wrote

Build Your Business With Free Information

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free signEveryone likes free stuff. Whether you’re sending a mailing, an email message, or creating a newsletter, the promise of free tools or content will make your message more appealing.

Choose something your prospects will be interested in. Give it a catchy name, and include information that will help your prospects make better decisions or accomplish a tough task.

For instance, if you sell insurance, create a workbook with “8 Things Your Small Business Insurance Agent Doesn’t Want You to Know”. A travel agent specializing in trips to exotic places could offer a checklist of travel tips (vaccinations, hot spots, visas and paperwork – and advice on how to reduce red tape when traveling). You can make a pdf and upload it to your site.

Offer a free teleclass. You can either lead it yourself, or invite other experts to join you. Record the class and use it for future marketing.

Create an email autoresponder class offering a series of tips on how to play your video game, use the new email software your client just bought, or boost referrals. It’s a good way to engage your audience, and you can set it up so it’s automatic.

Another tactic is to create a free video. Demonstrate how to do something (create a report) or give tips on avoiding common Web marketing mistakes.

Start with free information, then build up to a small purchase (such as an ebook, customized video, or brief consultation).  Then offer those paid customers the opportunity for a longer consultation (or series of consultations) or a paid seminar.

Here are some tools to get you started.

Content Creation Resources

PDF software

Mac

Comes standard with Mac software. Just click Print/Save as PDF

PC
($29)
http://www.pdfforge.org/products/pdfcreator (Free)

Audio Recording Software

http://www.freeconferencecall.com (free)

Audio File Editing Software

Mac

Garage Band (ships with your Mac).
PC
http://audacity.sourceforge.net/ (free)

Autoresponders and Email Newsletters

AWeber (Full disclosure: I’m an affiliate of AWeber)
Exact Target
iContact

Screen Recording Software

Mac
http://www.telestream.net/screen-flow/overview.htm ($99)

Both PC and Mac
http://www.jingproject.com/ (Free)

PC
Camtasia (www.techsmith.com) ($299, but there’s a free trial)
(Mac version in development)

Photo: koka sexton

How to Charge Higher Prices in a Recession

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burberryWith the recession, it’s tempting to lower prices or offer discounts in order to attract sales. The trouble, as the car companies have found, is that they’re not adding any value to their products. The cars, the story the companies are telling, and the service haven’t changed.

There may be a recession, but people will pay for things that they perceive to be worth the extra money. Astronomy buffs will pay up to $100,00 for a telescope. Businesses will pay FedEx $15 to deliver a letter, when the post office would do it for 44 cents.

The reason is value. FedEx offers additional services, such as guaranteed delivery, end to end tracking, and overnight service. The extra value translates into extra dollars that their customers willingly pay.

Some ways to add value:

  • Bundle products or services together. If a muffin is $2.00, add the coffee for 50 cents more.
  • Add extra services (overnight delivery, tracking) that the competition doesn’t offer.
  • Offer a free extra with a minimum purchase (like Amazon does – this gets me every time, as I frantically look for something to buy to meet the $25 free shipping threshold). I want that free shipping, even though I sometimes end up spending more money to get it.
  • Present your fees in comparison to the money your client will save. Find out how much your client is losing in downtime, lost productivity, or stress. If the problem costs $100,000 a year, $10,000 to fix it saves her $90,000 annually or $450,000 over 5 years.
  • Break the cost down into a smaller piece: less than the price of a hamburger.
  • Compare the single initial outlay to the cost of multiple replacements. Many years ago, I paid $595 for a Burberry raincoat. I’d been buying cheap $85 raincoats every year for three years, and got fed up. I swallowed hard paying for that coat, but I still have it (in perfect condition, and they’ll replace worn buckles for free). Buying new cheap raincoats would have cost me a total of $1,955. That expensive coat saved me $1,360.

What are you doing to increase your value? Share your stories and tips.

Photo: Wikimedia, public domain

Are You a Purple Cow or a Brown Cow?

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purple cow“Chrysler offering up to $6K in rebates”

“$1,000 cash back on GM cars”

“0% Financing”

The US car companies are in deep trouble; and they’re trying to get out of it using the same tactics they’ve always used. Someone once said that doing the same thing and expecting a different result is a good definition of insanity.

Their marketing is broken.

If your business is floundering, and the old model doesn’t work, why not try something different?

Where’s the green/biodegradable/100% recyclable car?

Or, the car that’s so easy to maintain, anyone can do it with a few simple tools.

What about the car company that promises its certified mechanics will fix whatever is wrong with your car – or it’s free.

Or the company that let you order options separately (instead of a package).

Why not ask buyers what features they want most? And then sell cars with those features only? Or enable greater customization?

How about dealers that build relationships with buyers by sending birthday cards., or a mechanic that sends flowers after a big bill.

Or, a newsletter with car maintenance tips and reminders to come in for service.

Even if you’re not a car company, you can (and should) stand out. Be the shoe company that gives away a pair of shoes for each pair purchased. Or, the computer company that sends its own, certified tech to fix your computer when it breaks (for free). How about the furniture company that delivers in 5 days (and lets you choose the time)?

Be remarkable (not boring) and people will talk about you.

Photo: heiwa4126

Use These Tips for Postcard Marketing Success

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grand centralMarketing with postcards isn’t flashy, but it does work (and unlike email there’s no spam filter).

In fact, Marketing Sherpa reported (5/7/09) that one IT company used postcards to increase Web site visits 125%, boosted average time on site by 106%, and raised monthly email newsletter signups by 117%.

Here are some tips for successful postcard marketing that you can use in your own campaigns.

A great headline and an appealing image

You only have a few seconds, so focus on a clear benefit and use a memorable image.

In this case, the picture on the front showed a man clutching a fistful of money, with the headline, “Get a Grip On Your IT Expenses.”

Be specific

The postcard offered several benefits (fixed costs, purchasing “chunks” of IT service time, and on-call support. It would be even better with testimonials or numbers showing exactly how much customers save by using managed IT services: “Now, you can cut your IT costs by up to 37%.”

Connect with your audience

Use emotional triggers that encourage curiosity, a sense of security, or urgency. People want to save money, gain respect, and avoid discomfort. Paint a clear picture of what they will gain by using your product. Make their eyes open wider, pulse race, and mouth water.

Make a clear offer

Now, that you’ve got their attention, make an offer. Keep it something simple and low cost.  This is a postcard, so there’s not enough space to sell a complicated or expensive service.

The IT company offered a free evaluation of their prospects’ computer systems to see whether a managed (fixed-fee) solution would reduce costs. Give them a good reason to contact you.

Balance commitment and appeal

An offer that’s very appealing (free flat screen TV) will get a lot of responses, but the people who do so may be more interested in the TV than your product.

On the other hand, an offer with low appeal (free ads sent to your cell phone while you shop) or filling out long forms will reduce the number of people that reply.

Use a call to action

Don’t forget to ask for the response! If you don’t ask for the call or the sign up you won’t get it. Use large or bold type and offer several ways to respond. Include a phone number, an email address, and a Web address and (send your landing page to school).

Track your responses

Use a unique code, telephone number, or URL on each mailing. If you track your responses, you’ll know which lists (or offers, if you have more than one) are generating the most leads.

Photo:Sgeulachdan