Running a business comes with many responsibilities, and one of the most challenging is differentiating and building your own identity. In a world where the image is #1, it’s understandable that more and more businesses work to develop brand new strategies to attract clients. Besides, the market is so vast that it becomes overwhelming to deal with everyone’s preferences and needs.
It’s normal to make efforts to ensure your business isn’t blending in with the rest, but it’s hard to tell if your marketing strategy is indeed an appealing one. With so many companies with the same specialty as yours, things can quickly get out of control.
When it comes to B2B, competition is even fiercer. Many B2B companies claim to offer just the same services as you, so which will win the market? Success is unpredictable – what works for some may cause loss for others. Still, there are some general aspects every B2B marketer should have in mind to take their business to new heights, even when surrounded by tough competition.
This article explores some key strategies that will make your B2B stand out from the crowd:
One of the most important aspects to have in mind when it comes to brand differentiation is the field your business is performing in. You don’t want to be an all-problems-solver, trust us. Even if you were tempted to offer all kinds of services and solutions, it would be better to become the go-to entrepreneur for a specialised product or industry. Do you think about how this could affect your sales pipeline? Well, not much – in fact, not at all. Niching down your business will do nothing but bring you loyal customers that will appreciate your company’s values and services. It’s much better than providing solutions for all kinds of issues – that’s what most B2B companies do. Remember that you want to stand out from competitors, so don’t hesitate to become an expert in your chosen field.
Be honest about your products and services
The relationship with your customers tells a lot about your business. It’s paramount to build strong, healthy relationships with clients to ensure your company succeeds. One way to do that is to never lie to your customers. Learn to be honest even in hard times. It’s normal to make mistakes and encounter problems when providing services to your clientele. If you don’t know how customers react to dishonesty, we tell you how: they’re likely to spread negative feedback that directly affects your business’s reputation.
For this reason, honesty should be on the top of your company’s values list. Sharing bad news is challenging – you don’t find the right words or avoid doing that because you don’t want to disappoint your clients. But the only way you can disappoint them is by hiding the truth from them.
Differentiate your brand
The question “Why would I buy from you” is familiar to all businesses. Customers are always in search of the best and most affordable. That’s why it’s vital to provide them with impeccable services, if not unique ones (innovation is hard to reach these days). Even if many companies specialise in the same field as you, you can still make a difference. All you need to know is how to use your marketing materials – this will determine the level of engagement from the clients. If your company has been on the market for decades, you can market your experience. Usually, companies with a story behind gain customers’ trust more easily. So, don’t think twice and point out what makes your business different.
Pay special attention to your brand’s logo. This little detail tends to be overlooked or underestimated, but it’s crucial for your business’s image. Take your time and reflect upon its design: does it match the message you’re trying to convey? Does it reflect your brand?
Understanding your brand is crucial to running a successful marketing campaign. Knowing your audience’s needs helps you establish long-term marketer-buyer relationships. However, it’s not always easy to do that. Luckily, there are brand marketing research agencies that can help you in this respect. Agencies like Sapio Market Research can help you gain more insights into your brand and make it stand out in this competitive market. Sapio specialists provide innovative brand market research tools and techniques, such as brand mapping, analysis, and advocacy. So, don’t hesitate to ask for professional advice.
Leverage the power of storytelling
One of the best ways to captivate your audience is to create appealing content in which you describe your business. But don’t resume to key selling points and services description – go beyond the basics and create a unique tone of voice. Don’t be afraid to show personality through your posts – B2B content marketing has to be professional, but it doesn’t mean it must be indifferent. Consider making your brand’s story known: how it all started, what inspired you to open a B2B business, what your goals are, and so on. People need an inspiring voice, not just numbers and facts.
You may want to get involved with corporate blogging. It’s a great way to share ideas and have your voice heard. But, as we already mentioned, make sure you create an enticing story, either text- or video-based (millennials appreciate video content due to its easy-to-follow character). And be cautious of purely promotional content – it will only chase readers away.
Prioritise customer service
Large or small, each company needs excellent customer service. The clients need to be treated like royalty. No one will want to wait too long to receive the required information or be provided with insufficient data. Promptness is vital to ensure your customers will come back to your services. Also, it would be helpful to focus on each customer and provide them with personalised messages instead of a generic follow-up reply. Small details make the difference.
And don’t forget to consider all feedback – your customers’ opinions are vital to your business’ performance. If they report a problem, assure they receive an answer as soon as possible. This way, you show how involved you are.
With this in mind, we hope our B2B marketing strategies will help you make the most of your marketing campaign with this in mind.