3 Key Factors to Improve Your B2B Advertising

3 Key Factors to Improve Your B2B Advertising

The general approach to B2B advertising is not all that different from B2C advertising. The fundamentals are the same:

  1. Know your customers and develop buyer personas
  2. Know their pain points and solve their problems
  3. Understand the buyer’s journey and sales cycle

The messages and message distribution you choose will be driven by the specific trade(s) your service or product targets. Bouvier Kelly works with clients that have a broad horizontal trade focus such as Industrial Safety; or a vertical trade focus such as Convenience Stores; or an extremely niche focus such as Surfboard Shapers and Manufacturers. Each trade, industry or target has nuances that influence the distribution of messaging.

Let’s take a look at these 3 key tactics of B2B advertising to help you better understand your customer and how to reach them.

1) Know your customers and develop buyer personas

Get to know your customers as well as the industry(ies) they serve. Are there associations and/or trade publishers that support them? These associations and publishers can be a good source of information for defining buyer personas and their influencers as well as assist in shaping the buyer’s journey and delivering effective touchpoints during the journey.

All industries vary and the landscape is ever-evolving, but publishers (including their printed publications, eNewsletters and trade shows) are still a top source for both the awareness and consideration phase of the buyer’s journey. And when you’re mapping out effective touchpoints, don’t count social media out entirely. Even for a niche audience, platforms like LinkedIn can offer great one-on-one contact and even something like Instagram or Pinterest can be highly effective if your B2B audience is on the more visual or creative side.

2) Know your customers’ pain points and solve their problems

Knowing pain points and developing solutions speaks more to messaging than distribution. However, once you have that key messaging, you can determine the best media type and then move to its distribution method. When considering message distribution, you should also determine where in the buyer’s journey that information or message is appropriate. Some may be appropriate in more than one phase of the journey.

3) Understand the buyer’s journey

For customers in the Awareness phase, you’ll need to develop broader, attention-grabbing messages. During the Consideration phase, the messaging and content should educate your prospects, moving them closer to purchase. In both phases, trade publishers’ platforms are still viable in providing touchpoints to assist in moving prospects through the funnel. If digital platforms are utilized, a site-retargeting tactic and/or an email drip campaign should be used in order to stay top-of-mind. Once customers are in the Decision phase, the process focuses less on advertising and more toward marketing. However, advertising supports the prospect’s decision to purchase as well as builds loyalty.

You know a lot about your customers and your industry, but by organizing what you already know, you’ll uncover insights you hadn’t considered. Buyer Personas and the Buyer’s Journey are tools to help you build a more global strategy and see things from a perspective the hectic pace of your day-to-day may not always allow.

4 Reasons to Rethink Your Trade Show Approach

4 Reasons to Rethink Your Trade Show Approach

In today’s digitally-focused world, it may seem like there’s less value in a trade show than there used to be. Why should you spend precious resources on something that just doesn’t seem to hold a candle to your digital marketing efforts? If you’re no longer seeing the ROI on trade shows, it might be time to rethink your approach and strategy for these events. Let’s look at 4 reasons to attend trade shows and why they can still be a valuable marketing tactic.  

1. Network, Network, Network

Everyone knows that networking is a necessity when it comes to growing your career or business. And while LinkedIn has changed the way we network, nothing beats an in-person connection. Getting in front of potential customers in a face-to-face meeting gives them a chance to connect with your brand and ask questions in real time. As product and service offerings for consumers and B2B companies continue to grow at a furious clip, having that personal connection is more important than ever.

Trade shows also offer the opportunity to see what your competition is up to. By talking to other retailers when you attend a trade show, you might just be able to find someone who has the inside scoop on what’s going on in the industry. It’s also a great chance to see what innovations are coming down the pike—as well as what gaps in service or product might exist where your brand can fill a need.

2. Plan for the Future

No budget for a booth? No problem! Speeches, seminars, conversations and “walking the floor” are all opportunities to plan for your company’s future. Doing so gives you a chance to see who’s there, what they’re doing, how potential buyers are reacting to them and how many people actually attended the show in general. You can use this as an opportunity to start planning for next year so you’ll know if it’s actually worth spending money on exhibiting or sponsorships.

You can also see if there’s an opportunity for you to speak at the show. If you can dazzle the crowd with your ideas and insights, you’re subtly promoting your brand and boosting your credibility as an expert in the industry. Bonus points (and increased attendance) if your course gives continuing education (CEU) credits. It’s also a chance for you to educate yourself on your industry by learning from and interacting with other thought leaders.

3. Generate More Targeted Leads

In addition to all the networking and educational opportunities, trade shows are a hotbed for generating new leads. Virtually anybody who attends one is looking to learn more about companies like yours and the services and products you offer. So whether you’re simply exchanging business cards or using a digital device to sign people up to your mailing list, a trade show can deliver targeted leads for your sales and marketing teams.

In addition to generating leads, your trade show can bolster other important brand metrics, too. With the right efforts, you can increase traffic to your website, grow your social media presence and build your email database. These “softer” leads will certainly take time to groom and turn into customers, but they have the added value of both a more personal connection and the knowledge that they came from a niche, targeted source.

4. Debut a New Product

For many companies, a trade show is the ideal place to showcase a brand-new product or initiative. Particularly for brands in the B2B world, there are few opportunities quite like a trade show to generate hype and excitement around a new launch. Many companies in this space don’t have the benefit of being able to sell directly online or in physical stores where their customers can interact with products in person. A trade show gives you that space to really make a big impact—but you need a well-designed, captivating booth to do that (that’s a blog post for another day).

Even if you’ve got a forthcoming product that’s not quite ready for the limelight, you can use a trade show to quietly field test what you’ve got. From having real customers interact with the product to receiving valuable insights from the folks who will use it, a trade show can be a fertile testing ground for your R&D team.

Final Thoughts

Although there are many good reasons to exhibit at a trade show, they are not all created equal.  It’s important that you do your homework before committing to any trade show. Compare the conferences and trade shows in your industry and ask yourself some important questions:

  • How much attendance does this trade show typically attract?
  • What’s the breakdown by job title and function?
  • What kinds of exhibit or speaking opportunities are available?
  • How much time do attendees actually spend in the exhibition hall versus in conference sessions?

If you can, try to attend a trade show without exhibiting before you make plans to build out a full booth. If it doesn’t seem like you’re going to get a good bang for your buck, make another plan. And of course, you can always ask us to be your second opinion.

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