The abbreviation “B2B” stands for “business to business” and refers to a business relationship. In relation to this, marketing methods have also developed, which are defined under “B2B marketing”. These methods are not usually applicable to B2C, as the objective is fundamentally different.
What is the target group for B2B marketing?
The target group is reduced, as only business contacts are defined. Advertising in this area is therefore not suitable for mass media such as television. The primary objective is always to reach the decision-maker with an advertising measure. The decision to use a product or service is important in this respect. Intensive advice and support are important in the B2B market.
What B2B measures are there?
In order for B2B marketing measures to be implemented, the target group must first be defined. The focus is on the online presence, which is also decisive, because companies do not only act because of an advertisement, but will also carry out research accordingly. in the high-priced sector, it is generally the case that information about the service provider or seller is obtained before use. However, a number of things are necessary to establish this initial contact. In principle, it is about the right SEO and SEA measures to reach a potential interested party, and the factors that play a role in the decision-making process depend on the respective industry. In addition to a company website, it is a good idea to have corresponding posts on B2B portals. Leads can be generated with a convincing presence. B2B portals include career networks such as LinkedIn in particular, but also magazines in which you can participate as a guest author:
- Generate attention
- Emphasize expertise
- Show added value
- Make contacts
- Generate referrals
Conclusion
B2B marketing is aimed at decision-makers who make use of a service or product through a targeted approach. In principle, B2B is a small target group, but it is generally more lucrative than the B2C market. In order for the measures in this sector to be successful, an appropriate reputation is important.
