B2B marketing tips: online marketing methods!

A world-class epidemic has dealt an unprecedented blow to the global economy, including the foreign trade industry.

Recently, through my work, I found that many domestic companies have responded differently to the epidemic. Of course, this depends on the specific circumstances of each company, but it is obvious that more and more companies, especially B2B companies, have become more determined to move towards online digital marketing through this epidemic.

I believe that many B2B companies are currently facing many challenges:

1. B2B companies are currently facing many challenges

1. Offline expansion plans are disrupted

2. Reduced online promotion funds

3. Extended transaction cycle

Can online marketing really save 2B companies? Then how to complete the transaction without meeting in person becomes the most important issue.

The original online marketing has not been fully constructed. There are many methods of online marketing. How to build a systematic and effective B2B enterprise marketing?

2. Digital Marketing Construction Case of Big Brand "Caterpillar"

Let’s first take a look at how those big brands that had foresight built online digital marketing in advance. B2B companies are generally based on manufacturing, industry, commercial website platforms, corporate services, etc.

Take the well-known "big yellow boots" as an example:

Everyone may know the big yellow boots and this brand, but few people know that the company behind the big yellow boots brand is actually a Fortune 500 company that mainly sells construction machinery, excavators, etc.

Take a look at its official website:

There is a detailed product introduction on the official website. How detailed is it? There are product subcategories and subcategories based on the industry, but if you are also working in a B-side company, you may not agree with this. "They are among the Fortune 500 companies, and they have many product lines so they can have such a segmentation." Let’s take a look at one of the sketches, “Bulldozer,” as an example.

Whether it is the content or the picture details, it is very clear and understandable for online marketing and promotion products.

Click on the first one to take a look:

There are many highlights worth mentioning: product scenario pictures, personalized customized download of product manuals, product comparisons, product demonstration videos, detailed parameters, preferential policies, agent quotations, etc. All the content needed for offline promotion has been moved online, and the content is even more detailed. Users can download all the information they want from the official website.

Due to space constraints, I will not explain them one by one here. If you are interested, you can go to the official website to learn more. When you want to build your company's online marketing system, you will find that the construction of these Fortune 500 companies is really a "treasure".

In addition, Carter has a small program that not only contains product information but also exhibition information and other content. It also serves as an effective window to connect with customers and find target customers.

Therefore, facing the difficulties of the offline market, those companies that have planned their online marketing systems in advance are very "far-sighted". Even if you are a small business, it is not difficult to have a small and beautiful online presence.

3. Digital marketing construction case of the big brand "Schneider"

Let’s take a look at another leader in the electrical industry, Schneider, which is also one of the world’s top 500 companies. In addition to its powerful offline dealer marketing system, it also has a complete online marketing system.

In addition to complete and detailed product introduction information (technical parameter display, data download, CAD documents, technical issues, feature display, etc.)

In addition, it can be seen that the vast majority of sections on the official website’s homepage are content-driven . After providing valuable content to customers, they are induced to leave their contact information or stimulate their impression of the product and brand. In addition, WeChat will be used as a unified income source.

Due to the length of the article, they are not shown here one by one.

So think about it, why do these companies’ official websites have so many prominent download entrances for information, white papers, videos, etc.?

Because their target users are all B-side enterprises, which may be buyers, agents, government agencies, and other enterprises, and the people who can represent these groups to select products must be professionals who are very familiar with the products and the industry . Therefore, Schneider and Carter use these contents and materials that are more valuable to the viewers to induce the viewers to leave information and clues, so as to facilitate better follow-up in the future.

The above-mentioned companies all have systematic online marketing systems. At first glance, they seem very complex and comprehensive, making them difficult for general companies to imitate. What I want to say is that there are ways to build systematic online marketing. Your company does not need to reach the level of the Fortune 500. As long as the basic structure and model are the same, the construction can be further deepened as the company develops, depending on the company's background.

4. The process from customer acquisition to conversion

In summary, the process from customer acquisition to conversion can follow the AISAS rule, from attraction to final purchase and sharing.

5. How to build systematic online digital marketing

Building a systematic online digital marketing can start with these four steps:

1. How to create temptation?

What is temptation? Temptation is something that users want, something practical and necessary for them. Valuable content is not just pictures, texts, parameters, etc.

Based on the company's background and the characteristics of the customer portrait, users can be attracted by creating courses, online conferences, case studies, white papers, product trials, relevant technical information, free trials, summit event spots, discounts, rebates, gifts, etc.

Example : Acquiring customers through in-depth case studies

2. How to introduce private domain?

Today, the benefits of traffic are minimal, and all traffic seems extremely precious.

In addition to the above-mentioned valuable content induction, a series of online activities can be carried out to attract more potential valuable users and activate some users at the same time.

For example: Take conducting an online conference live broadcast.

Effective live broadcast customer acquisition can be carried out through three steps : before, during, and after the live broadcast .

Before the live broadcast: What should we prepare?

The content of the live event, personnel division of labor, number of participants, event highlights, etc.

The promotion end includes event invitation letters, WeChat push introductions, event warm-up posters, email promotion, official website promotion, etc., and the entry ends should be increased as much as possible.

While adding registration entrances, set up the collection of registration user information. You can register via WeChat, PC, etc. Another important thing is that the basic information of the participants should include the company and position filled in.

Reminders before live broadcasts include reminders one day before the broadcast, reminders 2 hours before the broadcast, and reminders before the broadcast starts.

Live: What should we do?

Warm-up live broadcast, pre-event warm-up, topic discussion, introduction of guests, etc.

Answer questions on the spot, set key knowledge points, and start rewarding Q&A interactions for the audience.

Set up activities such as chat interaction, voting, purchase links, online lottery, registration to receive information, etc.

After the live broadcast: What should we do?

1. Set up a questionnaire and submit it to obtain important information.

2. Replay the live broadcast content and push it to target users within a limited time.

3. Gift awarding session and gift distribution notification.

After the user fills in the information during the application, interaction, registration, code scanning, questionnaire and other stages, sales can follow up based on the information clues.

In addition to importing online live broadcasts into private domains on WeChat, they can also be set up on the official website at the same time, and a live course section can be opened on the official website to increase the time users spend browsing the official website. As a B2B company, the longer users stay on the official website, the greater the probability of a transaction.

3. How to identify users?

After obtaining the user's basic information in the previous step, the next thing to do is to identify and cultivate new users. How to identify valuable customers and to what extent should users be cultivated? is the most important thing.

As for how to identify valuable customers, it is recommended to establish a funnel identification :

The first stage is the determination of suspected clues. It can be based on the judgment of the initial target users, knowing very little information at the same time.

The second stage is the determination of potential clues. Based on the participants in previous activities, the other party’s name, address, and email address can be known.

In the third stage, the determination of real leads can be based on the criteria of reaching the minimum potential leads, along with information such as company name, industry, and position.

The fourth stage is to determine the approval clues based on the other party’s actual needs, certain budget and execution capabilities.

In the fifth stage, the determination of value clues can be based on the interactive communication between the other party and the salesperson and the actual feedback from the salesperson.

4. How to establish a closed marketing loop?

Only after establishing a private domain marketing closed loop can we ensure that every LEADS is not wasted. Every B2B business opportunity is hard-won, so it is essential to cultivate the awareness of a closed-loop marketing approach.

First of all, the life cycle of a completed 2B user can be roughly divided into these three points:

1. Arouse customers' awareness of product needs;

2. Customers consider purchasing after researching products and information;

3. Customers’ purchasing decisions based on sales follow-up.

Similarly, this three-point process is also a cultivation process.

Then, by establishing a closed marketing loop, we can maximize our conversion rate. How to establish a closed loop can be divided into these 5 steps :

1. Gain user attention through early inducement and marketing combination activities, and obtain customer leads from various channels to private domains;

2. By judging and scoring the leads, the funnel screens out valuable sales leads;

3. Convert valuable leads by promoting products, sending white papers, etc.;

4. Re-evaluate and score the clues that have been followed up;

5. Return some low-scoring leads to relevant market departments to further explore demand incubation until they become valuable leads and then follow up through sales.

For B2B marketing business, the entire process incubation also requires the cooperation of various departments of the company's content. Generally speaking, it is the cooperation between the marketing department to explore customer needs in the early stage and the sales department to solve problems for customers in the later stage.

Finally , there is no shortcut to B2B marketing. I am not an industry leader, and I may not have a comprehensive and thorough understanding of all B2B businesses and industries, but I hope that the views and content of this article can give some inspiration to friends who are doing 2B business.

Author: Marketing planner Terry

Source: Marketing planner Terry