How to effectively run a B2b marketing campaign.
For most, if not all, small to mid sized businesses B2b is marketing is a key component to their business growth.
However, many business have no firm clue what is the best and most effective way for business to market to other businesses.
Why B2b Market?
B2b marketing is for business who see other business as their customers or potential customers.
An example of this is the mythical Joe’s Plumbing. Joe services apartment buildings, businesses, warehouses, car dealerships and hundreds of other local businesses when they need plumbing services.
Joe wants those businesses to call him or think about him first when they need plumbing help. Joe knows that when the toilet is plugged these other businesses are going to call the number they know most or is closest at hand.
Promotional Products are HUGE when it comes to B2b Marketing.
The most effective tool for this type of B2b marketing is not Google adwords, radio advertising or print ads. No it’s putting your logo on a promotional product.
The old school way to promote this type of marketing immediacy was for Joe to put his logo on a coffee cup or a calendar. After all, in the pre 2000’s world everyone had a desk, a landline and a calendar hanging on the wall. Not so much so now.
Many businesses today run on a smartphone and driving around, working remotely and are no longer tied to the old ways of doing things.
Get Your Logo and Contact Info On a Smartphone and You Are Rocking the 2020’s!
Think of in this light. The average person looks at their smartphone a staggering 87 times a day! If your logo, contact info and service offering was seen 87 times each an every day don’t you think when they needed your services they would call you first?
In Joe’s case he found out that the most popular accessory for the smartphone is the phone socket grip. So Joe, being the savvy B2b marketer that he is bought 500 of them for about $1.60 each. He gave each of his employees 30 each to give out to their contacts and clients, plus he did a small mailer with a thank you note with a Phone Socket Grip tucked into the envelope. He sent this to his current 200 clients.
What was the outcome?
The outcome was easy for Joe to see. All over Joes community he saw people using his logo’d Phone Socket Grip which gave him a word of mouth campaign he did not expect. As well, over the next 6 months he got a few calls from anxious business owners saying..”their pipes are clogged and I needed a plumber really quickly and I just happened to have your contact info on my phone socket grip!…can you come over?”
Does B2b marketing work? Of course it does.
About the author
Sam Allen is a long time marketing professional and speaks out about the challenges and nuances of importing, what are promotional products all about, marketing insights and hacks for promoting your business.