Best Practice: B2B – Build your brand around selling value added solutions to businesses and building a relationship based on trust.
Today’s Article: Tips for Brand Implementation for Business to Business (B2B)
B2B stands for business to business. B2B branding is where one business promotes their brand to another business to sell products or services.
B2B Examples: manufacturer to wholesaler, wholesaler to retailer, professional to professional, service business to other businesses, etc.
Traditional Marketing Categories to Promote Your Brand
Broadcast: radio, television, movie theater ads, digital billboards and company TV networks
Cold Calling: Calling on a business in person without an appointment
Direct Mail: brochures, catalogs, fliers, letters, postcards and other material that are printed and mailed directly to the business
Exhibiting: Going to B2B conventions, trade shows, and events to showcase the business
Networking: Going to B2B organizations such as chamber of commerce or business networking groups to meet new business contacts and build relationships
PR: Submitting press releases with an article or story to print publications
Print: ads in directories, magazines, newspapers, newsletters, billboards, posters and other publications
Telemarketing: calling businesses over the phone without an appointment
Online Marketing Categories to Promote Your Brand
Blogging: Creating content called a post that a B2B business has an interest in reading
Downloadable Content: Providing desirable info online for B2B businesses that can be downloaded from your website via an article, free guides, case studies, electronic book (eBook), white paper or Powerpoint presentations on a platform like SlideShare.
Email Marketing: Connecting with a business through an email to promote your business
Message Board: Also, called an Internet forum is an online site where people can hold conversations in the form of posted messages
Paid Search: Pay per Click (PPC) is an Internet advertising model used to promote a company website, in which the company pays a search engine company like Google, a fee each time the company ad is clicked on as a way of directing traffic to their website
Podcasting: Is creating and sharing a digital audio file made available online through the Internet for downloading to a computer or portable media player
Online PR: Creating an article or story that directly or indirectly promotes the company brand that is distributed online to media or an online press release distribution system like PR Web.
Organic Search: The process of researching words and phrases that people use to search on the Internet and incorporating them into your company website content to attract people to your site without paying a search fee to a company like Google.
Social Media: Social media is the online interaction among people in which they create, share or exchange information, ideas, pictures and video through an online platform or community. The best social media platforms for B2B are LinkedIn, Facebook business page and Google +
RSS Feeds: RSS (Rich Site Summary) is an online platform for regularly viewing the latest changing web content. The content within the RSS feed contains story headlines and brief descriptions. Each headline links directly to a full story. Create content for an RSS feed.
Video: People today want engagement. Video creates greater engagement with words, sounds and live images versus just printed words and images. Increase brand engagement by using video to promote your products and services. The number one video distribution platform is YouTube.
Website: Website is an online site where B2B businesses can learn about your organization. The three primary parts to create a website are: domain name, web host and content about your company, products, services and value added information that helps B2B’s run their business better.
Action Step: Make a list of marketing you will use to promote your brand to B2B customers?
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