As a B2B business, often deal with a group of people making the purchase decision. Sales typically take some time and potential buyers need nurturing. Repeated gentle contacts to guide them through the buying process. Lots of good supportive information to make the buying decision easy and the product easy to integrate.
You must reach and address the needs and concerns of everyone involved in the decision-making process. While in the past, trade shows were the core marketing tool, more and more of the job is now handled remotely.
No longer a pretty face to act as a brochure for the trade show, your website is now the leading edge in your marketing. It needs to be easy to navigate, quick to load, and answer all the questions your visitor may have. And now, B2B shoppers want a B2C level of experience.
Your website needs to engage those visitors guide them through each step of their buying journey.for
The different parts of your sales team may need different tools. Sales Enablement Tools, SET, put the right tools in the right person's hand so they can confidently and accurately answer questions.
Brochures, presentations, slide decks, cheat sheets and other components need to answer the unique questions the different parts of the buying team will have. Those materials may need variations for each of the decision-making members.
Reaching the person who will actually use your product can turn them into are your influencers. When they go to the purchasing office, they already have you in mind.
You need sales leads. A targeted landing page addresses this person's specific concerns and needs. A place for them to say, yes, I want more information. They need it written for quick reading. They need taking action to be easy and low commitment.
Case studies and white pages are essential components of your marketing and they need to be updated at least annually. Press releases, newsletters, direct mail and e-newsletters are also crucial. Most businesses get social with the platform that best matches their target audience.
You need a lot of different copy to effectively accomplish your goals. The more effectively it is written, the better it will work for you.
Your marketing director, are often in charge of events in addition to coordinating your entire marketing strategy. They are commonly overwhelmed. An experienced copywriter that understands your industry can be the ace in your pocket.
Call for a complimentary 15-minute consultation. Or email me to learn how I can help you get more done while keeping your staff overhead low.
Email: [email protected]
Judith Culp Pearson receives three top honors
at the annual Society of Permanent Cosmetic Professionals in
Ft. Worth, Texas - October 7-9, 2023