How do To B companies do marketing promotion?

Before answering this question, there is actually another question that needs to be answered first, that is, whether To B companies should do marketing promotion ?

The answer is yes. Some companies may say, we don’t do any marketing promotion, but we are still doing well, right?

That just means you're not living well enough. The role of marketing promotion for B2B enterprises is to add wings to the tiger rather than icing on the cake. With this consensus, let's continue.

Since marketing promotion plays a huge and important role for To B companies, the next question becomes how to do it more effectively? Here we will explain it from two aspects: performance advertising and brand advertising.

Performance Advertising

Performance advertising refers to advertising where you can calculate how much money you spend and how much money you get back. This type of advertising is simple, direct and efficient. When doing marketing promotion, B2B companies must first do performance advertising, the purpose of which is to enhance the confidence in advertising. As the saying goes, confidence is more important than gold. If we invest in brand advertising right from the start and spend tens or hundreds of millions, we won’t be able to get our money back in the short term, and what awaits us will be re-employment.

For B2B companies to do performance advertising, they can place search bidding and information flow ads. Searches are mainly conducted on PC, while information flows are mainly conducted on mobile devices. We can count the channels for search advertising on our fingers: Baidu, 360 and Sogou. No matter which industry the To B enterprise is in, these three channels are the first thing to do. Secondly, information flow advertising is mainly headline advertising. The advertising placed by our company and our peers on headlines has also achieved good results.

Before placing Toutiao ads, I was inspired by a case about a company doing mechanical processing, facing manufacturing companies, and accidentally placed Toutiao ads (probably because Toutiao’s sales were strong). Unexpectedly, they actually received several orders. You know, in our impression, Toutiao is an entertainment APP mainly for killing time. It’s incredible that it can be turned into a business. We also opened an account and tried to place an ad, and sure enough, we got some leads. Therefore, if you have enough budget, you can try more new platforms. If they are effective, you will make money.

B2B enterprises can choose aggregation platforms to place performance advertisements on mobile devices. For example, if the industry attributes or user attributes are extremely obvious, they can place advertisements on vertical apps. For example, if the business targets entrepreneurs and corporate executives, they can choose a platform such as Himalaya on the mobile app and place advertisements on the business and management user groups. Advertising on mobile terminals requires continuous accumulation of experience through trial and error. A successful advertiser must spend at least 5 million in budget to pass the test.

Choosing the right platform is one thing, and the other is having operational personnel who can deliver results. The most basic requirement is the ability to analyze data. The purpose of analyzing data is to calculate the input-output ratio. For example, if one spends 1 million on advertising on a certain platform every month, is it too much or too little?

This is difficult to judge. If the recovery is less than 1 million, then the advertising budget will be increased. If the recovery exceeds 1 million, then stop talking nonsense and increase it directly to 10 million, with no upper limit.

Let’s take Toutiao advertising as an example. Seeing the results achieved by other companies, some To B companies are also eager to give it a try. After trying, some have reaped the rewards, while others have not even seen the peel.

Is this platform ineffective?

No, it’s just that I didn’t do it well. If you cannot calculate the input-output ratio for performance advertising, you must calculate the most basic customer acquisition cost. That is, how much money it costs to get one customer. Compare this number with that of your peers. If you see whether it is higher or lower, you will know whether your job is good or poor.

Brand Advertising

The advantage of performance advertising is that it is a close relationship and the accounts are clear. The disadvantage is that if you put it on today, it will be there, but if you don’t put it on tomorrow, sorry, the whole world will lose your voice, and the cost of acquiring customers will gradually increase. This is also the reason why we need to place brand advertisements. Brands make up for the shortcomings of performance advertising. As long as the brand is implanted in the minds of users and you don’t make big mistakes, the users will be yours in the future.

Brand investment may seem like a bottomless pit, but if it is done well, it can have a huge impact with minimal effort. Brand advertising should first be placed in the news, covering well-known media such as NetEase, Sina, Sohu, Tencent, etc. The purpose of being on the news is, on the one hand, to have the endorsement of a large organization and increase the brand's influence, and on the other hand, to be included in Baidu so that when users learn about the company's information in the future, they will know what major things the company has done.

Another brand placement channel for B2B companies is to choose technology and finance websites. The requirements for content on such websites are high, and they cannot be soft advertisements. You can contact the authors on the website to write articles, but the price is not low. I have consulted about writing articles in our industry, and the quote for a single article is 4,000 yuan, not including publication. Moreover, the number of readers of an article is limited, so writing multiple articles and distributing them in batches is only suitable for companies with enough money to burn.

To B companies can also use the help of upstream and downstream companies to build their brands. For example, companies in the decoration industry that provide furniture services to businesses can use decoration companies and property owners to expose their brands for promotion. Once a company's brand awareness is established, businesses that cooperate with it will be more willing to do brand exposure, because it is a way to gild their own image, but the difficulty lies in how you negotiate with upstream and downstream parties.

For B2B enterprises to do brand promotion, self-media is also a good choice. Although there are many self-media, there are only a few of them. It is not difficult to choose which platforms to publish. The difficult part is how to create high-quality content that not only promotes the company but also makes users happy to read it. It is like making advertisements that users like to see, which is very difficult.

Another clever way to promote your brand is through event marketing, which is the only way for small businesses to grow rapidly in a short period of time. A common method of event marketing is to show nudity. You know, any vulgar content is particularly easy to spread. Now that the supervision is stricter, fewer companies use this method. It is much more difficult to do event marketing by relying on real skills. You see, there are no hot topics now. Even if there are, they are spread unintentionally, such as Qiao Luo.

Brand promotion takes time to accumulate, unlike performance advertising which shows results on the same day it is launched. For example, the seeds planted in the minds of users by car advertisements may not grow into fruits until more than ten years later. To build a brand, you need to be able to endure loneliness.

at last

It is true that To B companies do not have as many marketing promotions as To C products, and they can survive without doing it. However, if they want to become bigger and stronger, marketing promotion is a must. If your company has not yet done any marketing promotion, why not start with the simplest news placement?

Author: Tiger

Source: Tiger Talk Operations