Trade-In Tech
by on May 1, 2020
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For traditional businesses that sell directly to consumers, generating growth is a relatively straightforward process. Those companies have to generate interest for their product or service, reach their target demographic, meet their customers' needs, and deliver on those needs. Obviously, things get more complex than that when you get down to the nitty-gritty. But for the most part, B2C companies follow the same formula.

B2B businesses, on the other hand, have to work a bit harder to generate growth. The business-to-business world is an entirely different ball game. You have to attract a very specific type of client to see success. Not only that, but your target audience is a much smaller pool than the general public.

Attempting to grow B2B business is no easy task, but it pays off in dividends when successful. There's a good chance that the clients you'll be working with will be with you for years to come. Businesses don't take choosing their partners, suppliers, or business contacts likely. So, going the extra mile to produce growth for your company can make all the difference.

Here are four effective growth strategies that you can use to generate growth for your B2B business.
 

Create and Share Compelling Content


On the Internet, content is king. Anyone can generate a simple sales email or promotional flier. However, most customers these days don't respond to that. Online content offers an organic way to generate interest in your business.

That said, you shouldn't just pump out content for the sake of increasing page views. Internet users, especially business owners, are smarter than that and can see right through bland content. You have to create interesting media that potential customers will actually enjoy.

Address the things they're interested in. Talk about topics that matter to your target demographic. Get creative and find new ways to get your message across without seeming too salesy. The goal is to create shareable content that will get your company name seen by as many people as possible.

The possibilities are endless when it comes to what type of content you can do. Give these forms of digital media a shot:

 

Informational articles

How-to guides

SEO-friendly blog posts

Effective sales copy

Podcasts

Videos

Webinars

The sky's the limit. Content marketing is huge these days, so don't be afraid to dip your hands into the content pool and come up with great things.
 

Go Beyond Your Own Website


Many companies make the mistake of limiting their content creation to just their website. While website copy with plenty of good SEO plays an important role in marketing, it's not the only place where you can reach potential customers.

Use social media to your advantage. LinkedIn is a particularly useful platform for B2B content. Your content can be published directly to customers and shared. You can then use your content to guide customers to your site. Social media is a great way to expand your reach while generating some organic interest in your company.
 

Start the Relationship by Calling Your Customers First


While many people view business as formal and detached, that couldn't be farther from the truth. That may have been true in previous decades, but modern business owners are taking a much more personal approach these days.

One of the best ways to generate growth is to simply reach out and put your best foot forward. Don't wait for customers to see your content and come to you. Call them first, introduce yourself, and let them know that you are there if they are looking for companies to work with.

It's as simple as that!

This doesn't mean that you have to start cold-calling every business in the phone book. Instead, take on a more personal approach and use the Internet to your advantage. Once again, LinkedIn is a great place to start. You can create a profile for your company and start reaching out to customers. Do your homework and see what the customer is all about. Then, shoot them a message. You can also participate in groups and discussions. This establishes your brand while improving your visibility to potential customers.
 

Group Potential Customers Based On Their Interests


Once you start reaching out to customers and generating leads, it's good to segment businesses based on their interests. Have you ever wanted to learn more about what a company had to offer but received nothing but hard sales pitches from the moment you showed any interest?

It's not the best first impression. In most cases, it increases your bounce rate and causes potential customers to look elsewhere for the information they're after.

Truth is, not everyone is looking to commit right off the bat. Plus, one lead's needs may be completely different from another's.

Separate your leads based on their specific interests. For example, you could create separate marketing groups for cold leads and warm leads. Cold leads may need to learn more about how your business can help them. Meanwhile, warm leads might already know what you can do but they want to know how you differ from the competitors.

Segmenting leads allows you to take a more personalized approach when you're marketing. That way, your marketing outreach is more effective. You can even take things a step further and do some research about all of your leads. Doing so provides you with valuable information that you can use to make your connections more impactful.
 

Host Live Events


Who doesn't love to be wined and dined? Businesses are particularly receptive to live events. It's a great way to set yourself apart from the competition while also creating a lasting memory.

Live events can be anything from basic seminars to fun parties. Whatever you decide to do, take the opportunity to network and get your company's name out there. The more face-to-face action you have with other business owners and potential clients, the greater your chances of landing that elusive sale or contract.
 

Stay On Top of Current Industry Trends


Finally, you must stay on top of relevant trends if you want to grow B2B business. Industries change all of the time. No matter what sector your company operates in, the landscape can shift at any moment. As new technologies get introduced and the market changes, businesses must adapt if they want to continue catering to new clients.

Just think of all the companies that failed after the Dot-Com" boom, the rise of social media, or the "retail apocalypse." Those companies weren't able to keep up with the changing business environment. The same thing can happen in the B2B world.

Staying on top of industry trends allows you to not only adapt your company as a whole, but also adjust your marketing tactics. It helps you stay prepared and informed about what it is your customers are looking for.
 

Conclusion


These strategies can do a lot to grow B2B business. While there's no exact science on how to generate growth, these tactics have proven time and time again to be successful.

The trick to growing your company is to adopt an overarching marketing plan. These techniques shouldn't be used alone, but rather as a larger effort to help your business succeed. With a clear strategy in mind, you can establish your brand, build connections, and give your new customers exactly what they need.

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