5 B2B marketing basics for Indian companies

Take your business to radical heights

Do you know how a large-scale company purchases products such as stationary, desktops and furniture for its 1,000-plus employees? Will they buy such bulk items from different shops? No, they will purchase it all from a company that manufactures or sells that particular product. Such manufacturers must use special tactics to promote themselves. This is generally called Business-to-Business or B2B marketing.

The Indian B2B market value is currently about $300 billion and predicted to grow to $700 billion by 2020.

Hence, it’s important that your B2B marketing plan is focused on the tactics with the highest return. Rather than promoting products to a wide audience through print, television commercials and the internet, B2B marketing appeals to a very specific customer through email, search engine optimisation and content marketing. Let us examine how this is done.

5 ways to reach business customers

Business-to-business (B2B) marketing differs from business-to-consumer (B2C) marketing in important ways. Here are the tactics that work best with B2B customers.

  1. Build a professional website.

  2. Be active on select social media.

  3. Publish content to find new prospects.

  4. Court search engines.

  5. Email and text marketing.

Seems everyone’s getting into the B2B game in India. By using these tactics, you can attract your share of this growing segment.

B2B sales are on the rise in India

B2B Marketing Tannery
Businesses that sell their products to other businesses must use certain marketing tactics.
Photo: Federico Gutierrez on Unsplash

Even some of the largest business conglomerates in India are launching B2B portals. For instance, Tata has launched a site wherein wholesalers and retailers can come together in their endeavor to achieve business goals. Thus, the importance of B2B marketing is increasing and evolving in India.

In the B2B arena, buyers’ decisions are based on price and quality, not status.

This is in contrast to the decision-making process of consumers (B2C), who choose products based not only on price but on popularity and status.

Although the potential of the Indian B2B market is boundless, to tap the full potential of the growing sector there is a need to have a steady and constant marketing strategy. Let’s take a look at few of these B2B strategies.

1. Build a professional website

In today’s marketplace, a firm’s website is one of its most crucial assets. Hence, most B2B businesses must aim at creating a website that is:

  • Simple to browse.
  • User-friendly.
  • Appealing to look at.

They should make sure that the website has a robust and crucial business information and carefully-targeted offers to drive leads.

Also, each and every landing page on the website should always have a clear headline, details about the products/services and a direct call-to-action, so that the target audience understands exactly what the next step is.

Get detailed instructions on how to build a business website here and an eCommerce website, complete with payment processing and shipping, here.

2. Be active on select social media

B2B marketing on social media platforms like LinkedIn, Facebook, Twitter and others is a great way of creating a recognizable brand and engaging likely customers.

Promoting specific deals and offers on social media platforms can improve click-through to your company’s website.

However, to generate more interest in prospects and turn them into a business lead, it’s important to follow some smart tactics on social media platforms. For instance, if you choose to use LinkedIn for B2B marketing, there is a need to have an active and up-to-date company account. It is also vital to be active in various LinkedIn groups that are related to your business or industry.

Learn how to establish credibility and drive interested leads to your website for further information in this beginner’s guide to social media for small business.

3. Publish content to find new prospects

The best part of this type of marketing is that the company’s products and services are offered in a very different way — in the guise of helpful information. Content such as how-to blog posts, video tutorials and helpful tips posted on social media can easily convert the person reading the content into a customer or lead. Just be sure you add links to your website in everything you share.

Content marketing is like fishing: You bait the hook with useful information, then wait for a nibble (in this case, a click).

It’s vital to use the right keywords in the content to make sure search engines bring the right people to your articles, videos and posts. For faster results, you can also promote your content with internet ads you pay for.

Content marketing can be done through:

  • Blogs
  • Videos
  • Webinars
  • Reports and case studies etc.

Not just that it should also provide the reader and prospective clients with relevant information that they are looking for.

4. Court search engines

SEO is the way of adding selected words (called keywords) to your website to ensure it shows up on the first page of search engine results. Whether you implement SEO yourself or hire someone to do it for you, SEO is a surefire way to increase the number of people coming to your website.

B2B Marketing Search Engine Results

The close rate of a lead that comes from a paid ad is just 1.7 percent while the close rate of a lead resulting from SEO is a whopping 14.6 percent.

If a company or person is searching for particular B2B services on the internet, that means they are looking to close the deal. Showcasing a company’s website at the top position for a search such as “Textile mill Ahmedabad” will guarantee effective lead generation for your business.

A recent study further shows that from the overall local Google traffic, 67 percent of searches end up in a conversion. These stunning numbers prove that SEO is one of the most-effective lead generation strategies for B2B businesses.

Read the Beginner’s SEO Guide for the basics of search engine optimisation. Truly anyone can do it.

5. Email and text marketing

Promoting your business via email and text (SMS) is also an effective way to get more of the right prospects.

B2B Marketing Email
Text is a very effective means of B2B marketing because it’s easy and immediate.
Photo: rawpixel on Unsplash

Email marketing is probably one of the simplest and most-used digital marketing types, and it still remains a go-to strategy for many organizations. Be sure to collect email addresses legally, as you can be blacklisted as a spammer if you send emails to anyone who has not requested it.

Do it yourself email tools such as GoDaddy Email Marketing make every step easy, from adding an email signup form to your website and Facebook business page to creating and sending professional looking emails that get opened.

Read the “Beginner’s email marketing guide for small businesses” for start-to-finish details on how to start using email marketing for your business.

Unlike social media platforms, email and text marketing does not need any frequent upgrading, and it can be easily controlled and monitored. All you require is a good list of email addresses and a tool to create, manage and send emails.

There are a number of companies providing full-service email marketing (e.g. Mantran, Bonoboz, etc.) and SMS (e.g. Bulk SMS India, Textlocal India and SMS Deals) services in India.

B2B marketing can help your business thrive

The above discussed B2B marketing strategies will help any B2B company to grow by improving its brand image and generating business leads.

So, if you are from the B2B sector, then don’t wait, just implement one or more of the above-mentioned marketing strategies and grow your business. It takes time, but your efforts will certainly pay off in more business.

Image by: Zoe Holling on Unsplash