If your business is one that sells its products and services to other businesses, you know that B2B marketing can be challenging. Finding your target and hitting it can take expertise, along with adept budget planning.
These 6 tips can help you make the most of your marketing dollars and extending your reach with proven B2B promotional principles.
1. Develop relationships with B2B publication editors
This may sound obvious, but a friendly relationship with your editor can make a big difference in the coverage your company receives. Reach out to editors with an email or phone call, and try to spend time with them at industry events. Read their publications to gain a better understanding of how your products/services fit with their editorial goals. When editors are looking for experts to interview, or for photos for cover consideration, they will turn to you – someone they have developed a relationship with and learned to trust.
Our editors are always looking for new content! You can reach them at pumpeditors@cahabamedia.com to discuss article submissions, news and product releases, and more.
2. Consider an educational webinar
Webinars can be highly successful lead generators, as well as effective branding opportunities. It is imperative to stick to educational topics – customers generally do not want to sit through an hour-long sales pitch. Do you? Give attendees something that is helpful and relevant to their needs, and your company will earn a reputation as a thought leader in your industry. Turn to professionals when you are considering a webinar. The right B2B publication can help you reach your market and attain your goals.
3. Place carefully planned digital advertising
Digital advertising is more important than ever in our dynamic promotional marketplace. What worked six months ago may not be effective today. New products are introduced at a dizzying speed. You can stay on top of current trends with the help of a B2B media specialist. Regardless of the type of ad you run, digital advertising offers the chance to track viewers and measure campaign success. Be concise for stellar results.
4. Know where to spend your print advertising dollars
Print advertising remains the number one way to reach B2B readers, especially in the technology and manufacturing industries. Before you place your spend, do your homework. Some publications may be less expensive, but as the saying goes, you will get what you pay for. Choose a publication that is BPA audited to be sure your advertising is reaching the intended audience. Frequency matters. If your budget is limited, consider more smaller ads rather than fewer large ones.
5. Submit product and news releases to publications
Once you have developed a relationship with your editors, make sure you send them news and information about your company. Publications regularly post company and people news to their websites. If you are planning a product launch, the timing of your release should be carefully managed. Magazines work months in advance, so send information early to make the issue you desire. Work with your editors to make deadlines and your release will have a better chance of making it into those important industry pages.
6. Leverage social media to its fullest
Chances are, you are already using LinkedIn and Twitter for your company, and probably Facebook too. Extend your success by engaging customers on these social media channels. Use hashtags and tag industry publications in your posts. When they respond to you, their large followings will see your information. On LinkedIn, join industry and publication groups that apply to your company. LinkedIn is more than a way to get your message out. It is a recruiting mechanism for your company when used properly.
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