Manufacturing and B2B Marketing
- Jessica Yeh
- Jul 21, 2017
- 4 min read
Trying to marketing to a third party can be tricky. B2B marketing definitely has its challenges, but that doesn’t make it impossible. For now, try not to think of it as supplier to distributor to consumer marketing. Don’t worry about the sales channel or the logistics behind each transaction. Focus on the information you’re providing. Show your expertise and put out quality content. If you’re a reputable brand, mindshare will come naturally. When you take that approach, it doesn’t seem that tricky anymore, does it?
Go Digital
The main struggle of trying to gain market mindshare is brand awareness. Because you don’t always interact directly with the customer, it can be hard to get your messaging across by going through a third party. But there are ways to work around that.
First, and most importantly, go digital. If a potential lead hears about you or a distributor recommends your product, you can bet that the customer is going to look you up. Make sure that your website and online catalog are optimized and constantly up-to-date. They need to be easy to navigate and interaction on the platform should be intuitive. Since it isn’t always possible to interact directly with the customer, you want to make sure your website is user-friendly. Hire an experience design strategist if needed to make sure that a skeptical lead becomes a loyal believer.
Next, you want to make sure people can find you. In the digital space, SEO and PPC are going to be incredibly important. Proper deployment and maintenance of both will help you keep up with trending topics and audience interest, as well as rank you above any other competitor. Make sure your content is able to address the concerns relating to new market trends and project planning.
Personify Yourself
There are still pockets of opportunity to interact directly with the customer, even in B2B marketing.
Attend trade shows and conference events. Be a part of a panel and answer audience questions. This is the best way to get an idea of what your target audience is looking for, in the most genuine and organic setting. It also gives you an idea of how your competitors are addressing them as well. The information you get from these events is invaluable. You can address their concerns about the safety of your product, price point, usability, etc. while also allowing them to put a name to a face.
Another opportunity to make your brand more human is through your Youtube channel. The majority of people, especially for application based research, will look up a “how to” on Youtube, not read a step by step guide. Put out “installation” or “quick tip” videos that show off your expertise. Record “before/after testimonial” videos that highlight the benefit of your product to the end user. This lets prospective customers see how far you are willing to go to make their product/experience innovative, and allows them to see how you help people “just like them.”
No “I” In Team
We all known that B2B marketing involves a third party vendor. But that doesn’t mean they have to be separate in their efforts. In fact, they should be your VIP, star player. Make sure to keep the distributor/vendor updated on new information, product and service advancements, and provide them with the tools to succeed. Part of B2B marketing is also winning the mindshare of the distributor. Make sure your vendor can depend on you to assist them with their recommendations and marketing to the end user.
Have a strong, personable customer service team. Train customer service, tech service, and your distribution partners to go above and beyond. They don’t just “fix” the problem, they ensure it won’t happen again. Tap into social media and search for your brand/reputation. You want to keep loyalty to the brand up. A lot of your credibility and leads will come from peer recommendation - forums, tradeshows and networking events, online customer reviews. If you spot a disgruntled customer, make sure your team makes every effort to rectify the situation.
Be Clear
In the industrial space, especially, it’s important to be upfront and clear with your material. Call a “spade” a “spade.” That’s what potential buyers are going to be looking for when they Google solutions and land in your website. They won’t look for “newest featured innovations” they just want “product specifications.” Make sure your site is organized and that you can prove your expertise with case studies and application notes. Give them “quality content” that surpasses simple features and benefits so that their research can be concise.
When trying to advertise your marketing content, dial back on the “fluff.” Prove that you are up-to-date on new technology and advanced tools/improvements. Show how your company is utilizing this new technology to make customers’ experiences better, then summarize what how you accomplish this. Highlighting how your strongest technology improves the end result is what differentiates you from the competitor, not using Innovation Version 4.4 over Innovation Version 4.3.
Stick to Your Roots
Don’t puff out your chest too much. Remember where you came from and don’t let the big dollar sign blind you. The best tech is typically also the most expensive, which can be a major turn off. Some distributors may not even bother to recommend your product because they know the customer isn’t willing to pay the premium. Change this mindset by emphasizing customer experience, loyalty, and tradition. By now, you’ve probably heard of the industry trend, “Made in the USA.” Customers and distributors will go with the brands they know and the reputation they hear about, sometimes even if it’s going to cost more. Make sure your brand image is a good one so that it still surpasses the negativity of a higher price point. The “iPhone” name is familiar but also costs ten times more than “Bucky’s Telephones.” Guess which supplier the majority is going to choose.
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