Table of contents
- Introduction
- What is business-to-business marketing agency?
- How to choose a business-to-Business marketing agency
- Services: the first “S”
- Strategies: the second “S”
- Conclusion
Introduction
B2B, B2C, Digital marketing. Social media marketing. Content marketing…
What! Your head is spinning already?
The past decades, research has it that marketing was all about the 4 P’s: Product, Place, Price and Promotion. But all thanks to technology, now the industry is transforming at a fast speed. Recently discovered trends, terms and tools is emerging every week, this makes it hard for a typical business owner to know and choose the right agency and services.
Trust me; you’re covered. This is exactly why this article is here, filled with informational terms that explain the industry’s technical terminologies. And this ultimately help you know the right question to this one simple question:
“Is this the right marketing agency for my business?”
Are you ready to get started? Let’s start with one of the most popular questions small business owners ask about marketing agency and what are their services:
What is business-to-business marketing agency?
In the marketing world, the word “B2B” is short for “business to business.” The term refers to busineses that sell primarily to other businesses. As opposed to businesses that sell to customers, which are known as “B2C” businesses.
Therefore, a B2B marketing agency is one that offers specialized expertise and solutions to satisfy its clientele’s unique needs. There are a few things they do differently from the B2C businesses:
- The services offered by them accommodate long and complex sales processes. That is, selling to software developers, procurement, accounting, senior management, end-users and many more. You should bear in mind that businesses rarely purchase on impulse or for emotional reasons. And the sales process can involve many people. It takes more time and effort to educate, position and build relationships with B2B. As a result, B2B marketing agencies develop strategies that are larger in scale and scope.
- Business-to-business marketing agency studies and key into different drivers. Their audiences look out for efficiency, expertise and measurable business results. This means from a healthier bottom line. Although, the customers frequently solicit for deals, instant gratification, status, security and entertainment. This prompts B2B marketers to pay close attention to the rational and logical reasons driving the customer’s purchase decisions.
- They make use of industry jargon and detailed content to instruct, offer knowledge and gently persuade. B2B customers crave for knowledge and answers that will make them look like the hero internally. More detailed content like eBooks, whitepapers, newsletters and webinars provide the depth of knowledge needed to make informed decisions.
How to choose a business-to-Business marketing agency
There are so many business-to-business marketing agencies this days. How do you know the one to choose that’s best aligns to your business needs?
Creat a list
First, you’ll need to put write down a list of agencies to research. One of the best ways to do this is by using search engines to find agencies in your city or region. You can decide to ask for referrals from people dealing with an agency already.
Then, keep record of the names of the agencies you like, as well as their contact information and other useful points. Spend some time to research all other options. And don’t feel frightened if you end up with a long list!
Narrow your list
Next, go through your list and close it down to your choice. You need to use a number of factors. This includes client testimonials, portfolios, and online reviews, to bring down your list. To get the best, ending up with a list of your top 5-10 agencies is perfect. Once you have closed down on your list, move on to the next step.
Review their websites
In this particular stage, is time to completely review each of the agencies’ websites. First, look at the services they are offering. Second, check for samples of their work, and verify that they have testimonials to back it up. Probably, an agency doesn’t post samples of their work or reviews. They may likely not be able to drive the results you need. The best thing is to erase them from the list.
It’s also crucial to take a look at their track record. Have they efficiently helped other B2B businesses achieve success online? Secondly, do they post samples of this on their website?
Next, You will also need to look at the agency’s pricing. Like most businesses, you will likely have a marketing budget. With it, understanding an agency’s pricing list can assist you select an agency that’s right for your need. It’s very crucial to remember that you get what you pay for when it comes to digital marketing. Be cautious not to put too much attention on pricing, as this can sometimes lead you away from quality agencies.
Although, you can use pricing to choose an agency if you’re having difficulty choosing between two agencies. While reviewing an agency’s portfolio, write down specific things you’d expect them to do for your business. And if you’re not satisfied by their portfolio, don’t hesitate to remove them from your list.
At the end of this stage, be sure that your list only comprises of agencies you are very sure can aid your business grow and achieve success online.
Contact the agencies
By now, you should be left with 2-5 agencies on your list. And you can reach them to know more about what they can offer for your business. Many of these agencies have contact forms on their websites. In case, they don’t, it may be a proof that the agency isn’t a good one.
No matter how you decide to reach an agency, make sure to always ask lots of questions. Like, how many clients do they have? How much do their services cost? What are the results have they have earned for clients? These questions will assist you cut down your list even further. This will help you know the agency that will assit your organization achieve the best results.
Choose an agency
At the end you’ve gathered all the information you need, then, you can make an wise decision. Take a look at all of the points that are relevant to you, and examine each of the agencies. Never forget to assess things like their portfolio, pricing, reputation, and responses to your questions.
This will guide you make a final decision about the business-to-business marketing agency you want to partner with your business. At the end of this process, you can be very sure in your decision. And start reaping the benefits of working with a great business-to-business marketing agency.
Services: the first “S”
When it comes to marketing, every industry has different needs. Some industries may require a little more content while others require ads.
Let’s look at the best digital marketing services for business-to-business!
Search engine optimization (SEO)
Search engine optimization (SEO) can assist your B2B business rank on top in search engine results for keywords and phrases that’s related to your business.
SEO is extremely crucial for B2B businesses. Why? Pretty simple, the more your site ranks in search results, likely people will click on it and learn more about your business. Know equally that when your pages rank well for high value keywords. You’ll be able to magnet more potential and qualified leads.
Pay-per-click (PPC) ads
Pay-per-click (PPC) advertising is one of the great way you to speedily increase qualified traffic to your website. It allows you to bid for placement in search results and equally on websites across the Internet. And this will help your B2B business get more brand awareness. Reach new leads, and earn more revenue.
One of the key benefits of PPC advertising is you’re only charge when people click your ad. This means, you’re not wasting money advertising to people who aren’t paying attention to your business.
Additionally, the leads you get from the ads will also be more qualified since PPC targets people who are already in need of your products or services. Meaning, people who click on your ads are likely to contact you and end up making a purchase.
Content marketing
This includes blog posts, informational articles, ebooks, infographics, videos, and more. Creating and publishing custom content allows your B2B business to share your story. Creating the avenue to explain your products and services to potential clients.
After reading a helpful piece of content published by your business online. This will prompt people to learn more about your business. This is the more reason if your B2B busines doesn’t have a blog. It’s time to consider having one.
Your blog will be used to cover industry trends, share valuable research, showcase awards. And also give people an inside look at your business.
Social media marketing
Having and maintaining an active presence on popular social media sites like Facebook, Twitter, and LinkedIn is equally one of the best things you will do for your B2B business.
This will put you in a position to meet potential customers. Equally, keep prospects in the loop with your products and services. It will also the room to listen to conversations, assisting to reveal valuable insights into the needs of your target audience.
Email marketing
Email marketing has proved to be one of the most efficient and cheap marketing strategies. And a great way to dish out useful information about your business to prospects.
Don’t focus solely on sales emails, equally offer valuable tips, insights, and information that they don’t know. Then, as they move through the sales funnel, give them more information about how your products or services can help fulfill their needs. Please don’t bore your email subscribers with useless information that clogs up their inboxes. Rather, schedule newsletters on a monthly basis. And add valuable information that keeps your business at the top of their minds.
It is much better if you include call-to-action. This will encourage them to learn more or contact your business and generate more wealth.
Video marketing
YouTube can be useful if you are constantly creating and posting videos. This will give out practical information about your business and products and services you offer.
Webinars
Webinars are one of the great ways to market your business to new corporate customers. Not only do webinars assist you with the chance to present information. They also present your business as an expert in your industry.
It provides opportunities to add contents to your site; webinar announcements, sign up landing pages, blog posts that highlight upcoming events (webinars). Allowing your business to get the most branding, lead generation, and promotion from one event as possible.
Podcasts
Podcasts like webinars allows your B2B business to discuss your business with listeners conversationally. It helps you to cover current events, industry trends, new research, and anything related to your industry.
Strategies: the second “S”
Marketing strategy
A marketing strategy examines all feature of a B2B product or service. This includes promotion, demand generation, lead generation and follow-up needs. This means that the business-to-business marketing agency will thoughtfully consider and codify all aspect of your marketing efforts. It ensure that efforts are working together and delivering maximum result. This helps to build your business network.
Beyond the basics of the marketing strategy, the agency should pay attention to:
- Marketplace Positioning – Here, the following are considered. Where do your business find its place in your target market? Is there any need to create an entirely new target market?
- Thought Leadership – At what point do the agency turn your organization’s leaders into industry leaders? Trust and credibility is built and it makes your business one to call when someone needs a solution.
- Marketing Technology Stacks – Do your business have a CRM? Do you really need one? There are trusted marketing automation platforms like HubSpot, Pardot or Marketo.
- Emerging Opportunities – The agency will find out the following: Any new set of prospect who is in need of your product or service? Any underserved market adjacent to your current target?
The marketing strategy should be based on SMART goals:
- Sustainable – How can this effort work for your business well into the future?
- Measurable – How will you know if this effort has been successful?
- Achievable – Are the success metrics attainable within given timeline, budget and bandwidth constraints?
- Relevant – Is the effort driving toward clearly identified business goals?
- Time-Based – Are the effort clear start and with end point?
Branding rebranding
The branding process begins with interviewing your executive team. Then, conduct a primary market research to identify gaps and craft cogent market positioning. Write a comprehensive brand message for your products, services and target demographics. With this things in place, a group of graphic designers and branding strategists then work together on your visual brand identity:
- Logo
- Colors
- Typography
- Iconography
- Stationery
- PowerPoint presentation templates
- Website and landing page templates
- Email templates
- Product packaging
Web development
We are in a mobile world. Even in the business-to-business niche, it’s crucial that your website is blazing fast and easy to use on any device. Like desktops, laptops, iPhone, iPad, Android phones and tablets including anything that’s coming in the future. If your business don’t own a website, then the agency should develop for business websites that utilize modern responsive design. With development techniques to ensure that every user gets an equally fantastic experience. With search engines ranking all your pages highly. you ever wonder if your B2B website needs to be responsive? Yes, It should! Here’s why.
Digital marketing
A good data-driven digital marketing and SEO strategies should boost your website traffic. This drives new leads, raise your brand visibility and provide the highest return on your digital investment. Your business website shouldn’t just look great to your customers or prospects. It must consistently keep attracting and converting the right kind of visitors.
Public relations
A business-to-business marketing agency ensures that your public relations and corporate communications strategies mesh with your overall business goals. Why? This generate leads, reinforce your brand identity and increase awareness among decision-makers. Note that an effective B2B public relations is more than just press releases and earned media.
Graphic design
To create impactful websites, ads, print pieces and apparel requires an expert’s touch. This beings designers, researchers, strategists to work together to craft compelling brand stories that resonate with your business objective and vision.
Media buying
The B2B marketing agency should get your message out there. By constantly tweaking and tuning it. They should strive to make the experience completely seamless for you.
Taking care of everything, which includes:
- Integration with holistic marketing strategies
- Research and media kits
- Negotiations and value-add
- Creative and content creation
- Campaign management
Conclusion
A long-term collaboration with a B2B marketing agency will not only yield better results. It will also generate a greater ROI on your digital marketing investment. As they perform their daily tasks and responsibilities to attract prospects to purchase your products and services.
Specializing in optimizing your business online presence. And being able to meet your busy target market at the convenient points of their daily online journeys. This helps to build a more solid foundation for the partnership between your organization and them.