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How to do digital marketing for B2B?

2024-12-02 11:01:20   0  Report

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What is digital marketing for B2B?

B2B and BtoC are mainly distinguished by the customer types they serve, focusing on business-to-business and business-to-consumer respectively.

The customers of the products of the enterprise to customers are ordinary consumers and individuals; the customers of B2B are enterprises and organizations.

B2B digital marketing is the company's main business, mainly digital marketing for corporate and organizational customers.

Characteristics of B2B Digital Marketing

The audience is vertical and niche.

The target audience is mostly company procurement decision-makers, very vertical and accurate, and the coverage cannot be scaled up in a large volume.

Emphasize value density

The high time cost for the audience makes it difficult to provide high-density valuable content services, resulting in less audience attention and interaction.

Slow operational effectiveness

Unlike customer operations, where readership and conversion rates can be quickly reflected, B2B operations cannot be scaled up in large quantities due to limited coverage, and the procurement decision-making chain is long, resulting in poor short-term results. This also leads to a lack of a strong sense of achievement in many B2B operations.

The difference between B2B operation and customer operation

User portrait

Customer operation

Facing a large user base, it requires layering and precision operation, and operation work is carried out around the commonality of the group.

Users tend to have impulsive consumption, love new things and dislike old ones, and have unstable brand loyalty.

Operating a business

Users are responsible for a variety of tasks, and operational work is centered around individual characteristics.

The user decision-making process is long and rational, requiring users to recognize the ability of the recommended product to solve problems and improve efficiency.

Activity Form

Customer Operations

Mostly online activities, realizing sales and user growth through discounts, cashback, and group buying.

Operating a business

Mostly offline activities, increase brand and product exposure through offline exhibitions, speeches and other forms, seeking cooperation opportunities.

Search Promotion

Customer Operations

SEO and SEM are very practical.

Operating a business

The conversion effect of SEO and SEM is relatively low.

Scene Requirement

Customer operation

Make useful things more interesting

Operating a business

Improve efficiency and reduce costs.

Operational Core

Customer operation

Product shortage is made up for by operation, both product and operation are very important.

Operating a business

First of all, look at the product capability, and then look at the operation. The availability and practicability of the product are the first indicators.

How to do B2B digital marketing?

Clarify the operational objectives

Before operation, determine the appropriate B2B operation goals with the company, focusing on providing value-added services for existing customers?
Increase customer repurchase rates? Or acquire new sales leads and develop new customers?
Do not use the standards of C-end operation to require B-end operation, such as the number of page views of 100,000+, the amount of private domain traffic, etc.

Focus on user needs analysis

The factors affecting B2B customer decision-making are relatively stable but not obvious, and we need to carefully analyze the real needs of customers in order to lay out the new media operation work.

Product Specialization

B2B customers are very focused on whether the product itself can solve their current business problems, so as an operator, you need to be very familiar with your own products and services, and be able to quickly release information about customer needs through new media.

Get the positioning right

Based on the above 3 points, lock in the target audience and determine the positioning of the account.

B2B Digital Marketing Content Planning Strategy

Industry News and Reports

Push the latest industry news to the target audience at regular intervals, enhancing user stickiness.
Publish industry reports to enhance user recognition, and the industry reports can be repeatedly disseminated multiple times.

Benchmark Case Analysis

Edit benchmark cases, peer-to-peer use experience, reduce the cost of B-sidedecision-making, quicklyconvert.

Product Information

Not blindly self-praise, but based on customer demand analysis, introduce and convey product information that is valuable and relevant to users, so that customers can fully understand the product and how to use it.