Talk about the channels, methods and techniques for promoting To B products

We haven’t talked about the promotion methods of to B products before. This idea came from a recent demand of a friend who started a business to create a computer rental platform, so we talked about this topic. The following are some personal thoughts. If you happen to be responsible for user growth of To B products, I hope they can help you.

At present, the common to B products on the market

• For example: corporate office services
• For example: computer rental service
• Or: Corporate communication tools
• Or: Corporate recruitment services

No matter what product, it has its own characteristics. When you don’t know how to promote it, you can think about it:

• What services can the product provide to the enterprise?
• How is it different from other products on the market?
• Why did you choose the product of Company A instead of the product of Company B?
• Have you really found the person responsible for the service?

After thinking about these issues, I recommend some common promotion channels :

SEO / SEM Channels

SEO/SEM is a commonly used promotion method for B-end products. You can see that many computer rental service providers and office rental service providers pay great attention to website optimization. First, the user source is more accurate, and second, for To B enterprise promotion, the cost of online promotion is lower than that of other channels.

Delegating Agents

Maybe your team has very good technical capabilities, or your product is also very good, but the market is relatively weak. If you have one or several strong sales agents, you can focus on polishing the product to provide better service. Take the App promotion service provider industry for example. There are a large number of agency companies alone. Maintaining a few fixed customers is enough to support a small company. They don’t even understand the principle. A source of income, in addition to its own customers, can release a few agents outside and make considerable profits in a month.

Conference Presentation/Event Sponsorship

Think about it carefully. In some of the conferences you have attended, whether online or offline, have you encountered a guest or more directly a sponsor promoting their products? They may be to C products or to B products. After receiving this information, did you buy the product? Even if you did not, it helped you to gain initial recognition. Maybe it won’t be as effective as giving a speech at a study group.

Cooperate with other well-known individuals (kol)/institutions in the industry

Look for well-known people in the industry you are in. For example, when providing corporate recruitment services and looking for B-side users, look for big Vs who are influential on the B-side to do promotion. If a driver says that a chef cooks well, it may not be good. If a senior boss in the catering industry says that the food is delicious, it may be really good. To some extent, he represents the credibility of this industry. One word he says is worth a hundred words from you. Computer leasing and cooperation with maker spaces are good ways to do this. As for the ways of cooperation, there may be many kinds, and this needs to be discussed.

The above points are more effective and shorter-term promotion methods. Of course, there are other promotion methods, such as:

• Telesales
• New Media Marketing
• Application Marketing
• Office building, science park advertising

These are also promotion channels, but you need to measure the quality of the channels in terms of time cost, money cost, etc.

Some tips for promotion:

Push highlight function

In the early days, YiXin mainly acquired many corporate and individual users through the "free call" function. The free corporate call service was very popular. Corporate teams are made up of individuals, and friends, who doesn't need free calls? At that time, WeChat voice and QQ voice were not as popular as they are now. Free calls formed a fission-like spread among individuals. In the early days, YiXin achieved user growth through free calls.

Focus on thoroughly understanding one

Sometimes you are too ambitious but often fail to achieve the results you want. You always want all the companies on Zhongguancun Startup Street to use your company's products, but in the end you may not be able to convince any of them. People all have this mentality: when no one else is using your product, they will still think twice about using it, no matter how good it is. When we were young, our parents instilled in us the idea that, look, the kid from xx family does his homework seriously after school every day, but you always play games and watch TV. The same is true for companies. If you can deal with a giant in the industry, or one of the top companies in the industry, it will be easy to negotiate with other companies.

Drive new businesses through old users

To C products can easily reach millions of users, but it is difficult for a TO B product to reach such a large user base. However, for some companies that do not have background resources, attracting new users is a very difficult task. According to the characteristics of To B products, generally speaking, after some users are acquired, To B products are often used for a long time. The cost of users changing products is very high, and the subsequent operation, maintenance, upgrades and other income are basically guaranteed. At this time, you can plan some activities like "old users attract new users" to avoid charging some service fees, or give away valuable currencies such as service space.

to b ≠ to ceo

There is a misunderstanding that to B products and services must get the boss’s approval. In fact, if you think about it, the CEO is often not involved that much. For example, the company’s attendance clock-in machine may be the responsibility of logistics or administration, so finding the talent who is truly responsible for this business is the key.

For example, these days you should see many people carrying rice dumplings home on their way home from work. Yes, the Dragon Boat Festival is here.

The biggest winner of the Dragon Boat Festival - Wufangzhai Zongzi

Many companies will give some benefits to employees during some festivals in order to let employees feel the company culture. Zongzi is of course the first choice for festivals like the Dragon Boat Festival. You have to know that on some "gift-giving festivals", there will always be many employees talking with their family and friends. On Valentine's Day , they will ask their besties what their boyfriend gave them, and on Double Eleven , they will ask their friends what they bought. These are very good topics of conversation. Therefore, on the Dragon Boat Festival, many people will take photos and talk about such things in their family groups, former colleagues groups, classmates groups, and Moments.

"Your company also distributes this brand of rice dumplings."

"My last company also gave out these rice dumplings, but our company didn't give them out this year."

“How does this zongzi taste?”

Also, when you take it home, the exposure brought by the red gift box will further deepen the impression of consumers who already know the brand, and will give consumers who don’t know the brand a preliminary understanding (there are many techniques involved in the design of gift boxes; size, weight, color, aesthetics, brand elements, etc. are all very important). Let me ask you, which brands of zongzi do you still remember? Are the persons in charge of purchasing rice dumplings for employees very familiar with the rice dumpling brand? Therefore, the effect of this kind of publicity will be greatly demonstrated in the attribute of self-propagation by employees.

If you still don't believe it, look at the changes in the Baidu index of "Wufangzhai" in the past month

Of course, this is a product feature. Corporate communication tools cannot do this. No employee will show others which social tool their company uses to communicate on their way to and from work. This doesn't fit the scene.

The most important thing is to be able to provide products that meet the needs of the enterprise.

If your product is good and you have a lot of money, you can do brand advertising.

above.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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