As a successful B2B company you have a solid customer base with a host of recurring business. That’s fantastic and should provide consistent cash flow. But how do you start to push past this and grow your business?
Acquiring customers in B2B is often difficult as companies typically get comfortable with a specific supplier for example, or simply aren’t aware of the different available options.
Luckily, there is a range of proven strategies you can use to bring in new business and we discuss eight of these below.
Search Engine Optimization is one of the best customer acquisition methods as any B2B SEO company will tell you. This is the process of improving your web content and using keywords so that your site can be indexed by search engines and when businesses use those keywords in their searches, your company appears at the top of the search results.
2. Email Marketing
Email newsletters have great potential to bring in new business and keep customers interested in what you have to offer. You can start with something simple like a newsletter sign-up option on your website. The email content must be engaging, interesting, and not too frequent – you want to keep reminding potential customers you exist without annoying them!
3. Affiliate Marketing
Affiliate marketing can be incredibly effective providing that you only create affiliate partnerships with the right businesses. This is a simple process where other businesses market your company and products on your behalf and receive a commission in return. You must vet the affiliate companies and create strict guidelines relating to how they market your business to maintain your brand reputation.
4. Customer Referrals
Referrals are a tried and tested marketing method for B2B and for the most part, they are inexpensive as the referee is doing the work for you! Referral schemes should benefit both the referred business and the referee in some way and this could be through something like a discount. Just make sure a referral scheme is still profitable for your business too.
5. Video Marketing
Many B2B businesses have a YouTube channel and create video marketing to enhance their products and boost their visibility. Creating how-to videos relating to your products, or even fun videos showing the culture of your business can do wonders for your reputation.
6. Social Media Marketing
Social media platforms like Instagram and Tik Tok have a huge influence and millions of people and businesses use them daily. Creating active social media profiles and building your audience can be a great way to generate new business. This is more circumstantial for B2B, however, and it’s wise to research if your company would benefit from using social media first.
7. Content Marketing
Content marketing is often overlooked but it is vital for SEO and also gives real value to your customers. This is the process of producing fresh and engaging web content such as blog posts and product information articles. The idea is to give potential customers more knowledge and insight about your products and/or services.
8. PPC Advertising
PPC advertising with platforms like Google Ads and Facebook is proven to yield results and can produce excellent conversion rates. These pay-per-click campaigns are great at targeting your ideal B2B customers and influencing those who are actively looking for new suppliers. Google Ads is the better option for B2B as you can control your spending budget and use things like negative keywords to improve your ad’s potential.
Boost Your Revenue Using These Customer Acquisition Methods
Acquiring new customers doesn’t have to be difficult but requires a varied approach using multiple channels. You must assess which of the above channels are best suited for your B2B company, industry, and customers and then create effective strategies to suit.