Unlike B2C, where you strive to figure out what your customers want using things like buyer personas, and basic customer psychology, B2B is about using common ground to meet business goals. It’s about two businesses mutually helping each other out, and achieving higher numbers in the process.
But although it sounds much simpler, and in many ways it does incorporate less guessing, it’s still no easy feat. Much like with B2C, there are certain tips and tools that make a world of a difference. The right formula could lead to great partnerships, working relationships, and business growth for both parties.
The following is a list of tips and tools to check out and follow if your goal is to attract valuable partnerships in your industry.
Make Blogging A Routine
It may seem like small fries when you’re having to balance other more important aspects of running a business, but a blog is how to attract the interest of other businesses. It’s how you showcase what you know, how you interact with others, what you have to offer, and even your overall tone. It’s why marketing consultants will scrutinize your blog upon arrival.
You don’t need to blog on a daily basis, but try to do so on a weekly basis, minimum. Ideally, if you have someone in charge of it, or if you outsource, it should feature new content twice a week.
Create Promo Videos
Remember back in school when teachers would say how some students were more visual, while others learned better by reading? Well, the same rule applies in business.
Sometimes, walls of text can seem overbearing. They can seem daunting, or you may space out mid-sentence. And sure, you can break things up with images, but that’s still not enough for some.
This is why promo videos are ideal. They explain your business, display what that looks like, and then feature the CTA at the end. Feel free to pair it with text, as it gives everyone’s learning style a fighting chance.
Keep Your Landing Page Simple
It can be tempting to add more things to make your landing page interesting and dynamic, but you can’t distract people away from what truly matters: your CTA. Make it shine, make it the focus, and tone everything else down.
Display Testimonials & Reviews
Nothing builds credibility and trust more than the positive things your current customers have to say about you. If you have testimonials and reviews to showcase, put them on your website right away.
Use Conferences to Network
Networking never stops, no matter how long you’ve been in business for. It’s how partnerships are formed, after all. Apple and Nike, Six Flags and Coca-Cola, Spotify and Starbucks, they all happened because of excellent lead magnets, and networking.
And sure, you can use LinkedIn. It’s a valuable resource for a reason. However, it’s not the end-all, and it’s certainly not the most effective. Turns out, even in this day and age, nothing beats attending conferences.
It gives people a chance to get to know you in person, talk over coffee, see your face and get a sense for your vibe. All of which is impossible to gauge from a digital setting.
Promoting your best tweets helps boost exposure, making you stay at the top of the newsfeed for longer. Take advantage of it while you can!
Always Add Content Upgrades
It’s one thing to offer information, educational sources, and even freebies, but it’s a whole other ballgame when you can elevate what you put out with content upgrades. It’s an additional value that readers can get, perhaps in exchange for an email.
Next time you write a blog post, end it with a relevant downloadable resource, such as a template or checklist. This helps people feel like they’ve not only learned something helpful, but like they got something valuable for free in the process.
Nothing puts your name on the map quicker than spreading your name out there, all over the internet. And what’s a good way of getting your name out there? Guest blogging on other business websites.
This helps set you up as an industry leader, with enough knowledge on your niche to make a difference. It gets people’s attention quickly and effectively.
Just make sure to end your post with a link back to your website.
Hire A Ghostwriter
If you don’t have time to post on your own blog, because maybe you’re too busy quest blogging on someone else’s, hire yourself a ghostwriter. They can keep your content flowing regularly, even if you can’t.
Give Licenses to Influencers
Give away licences to industry experts and you’ll get plenty of free promotion and additional leads in the process. It will feel like you’re throwing away money at first, but once you see the marketing side of things explode, you’ll see it as an advertising tactic.
Welcome Guest Bloggers
That’s right, guest bloggers on your website. You may be hesitant to do this, relinquishing a little control and all, especially if you’re the only one currently posting on your blog. But it’s actually a smart move.
Think about it: it opens the door to the influencer’s network. They get a backlink and a platform to share their expertise, and you get a quality article that the influencer will share with their audience, and therefore, traffic.
Use Popups Wisely
An exit intent popup is one of those things you didn’t know you needed until you’ve tried it. Using one helps retain up to 70% more of your visitors!
So, add in a lightbox that pops up when someone starts leaving the site. It’s a last ditch effort to increase your conversion rate.
Don’t Give Too Much Too Soon
It may be tempting to continuously shove things at people for free, because studies have shown us that it helps increase conversion rates and sales. But, there’s a limit to how much you should give in exchange for nothing at all. Don’t be afraid to ask for contact information eventually.
Use Twitter Search
Twitter’s Search Feature lets you see what people are talking about on the platform. What’s trending, what’s controversial, what’s a common problem, etc.?
Depending on your industry, you can leverage this information. Maybe write blog posts relating to the subject, or offering your products/services as a solution.
Let people know about it enough, and you’ll find others retweeting that link soon enough.
Add A Floating Bar
These bold, eye-catching bars float on the top or bottom of a webpage and announce something extra special, such as a newsletter signup, an ebook, a limited edition course or webinar, etc.
It’s a great way to tell the world about your exciting project, but also to show that you’re serious about this whole business thing. You’re providing value in multiple ways.
Direct People’s Attention
Use images of people looking in specific directions. Use arrows, if needed. The point is to get people to go from point to point, in order, so your argument is solid by the time they make it to the CTA.
Create Mobile Campaigns & CTAs
Desktops and laptops are still in use, sure, but think about your average day. Chances are that once you’re done with work, you’re using your iPhone or iPad to browse the internet. When you’re running errands, you’re on your phone. When you’re out and about, unwinding with friends after a long week, you’re definitely browsing social media on mobile.
And that’s why most of our internet searches are now done on mobile. That means as a business, you’d be smart to create mobile specific ad campaigns and CTAs. Because everything looks different on your phone.
And it goes without saying, but your website theme should also be mobile-friendly!
Think SlideShare presentations, which allow you to upload and share content with as many people as you want. It could even go viral, and give your website some amazing exposure. Can you say “Hello B2B leads”?
Create Content That’s Query-Driven
Google is an amazing tool, and that’s the understatement of the year. Type in a competitor’s name and see what their top pages are. Or figure out which relevant keywords are gaining traction.
Knowing this type of information can help you figure out how you can direct some of that traffic to your own website. Suddenly, a keyword tweak can help place your content front and center of a business lead.
Don’t Overthink Your Homepage
Your landing page counts for obvious reasons, but most people don’t care, nor even land, on your homepage. No, in fact, they will often find your site through a blog post. So, make your homepage nice enough, but don’t lose sleep over it.
Use Quizzes & Surveys
Interactive content always retains people’s attention for longer. It incorporates more than just reading, or comprehending information, after all.
Using things like quizzes or surveys to help other business leaders is in turn helpful to your business. It will hopefully teach them something new, shed light on a situation they couldn’t figure out themselves, or show them why they should reach out to you.
Add A Full-Screen CTA
What’s better than adding in a CTA? Adding in a full-screen one that people just can’t miss. It may sound annoying at first, but it’s all about how well-designed it is, and when it shows up.
To avoid any issues, use a smart script overlay on your existing page, so it’s easy to click out of as needed. It won’t hurt your SEO that way.
In the same vein, you wouldn’t use something like a full-screen CTA, only to then offer 2-3 other choices on the same page. That’s confusing, and comes off desperate. Make their choice an easy one.
Create An Affiliate Program
Think of affiliate programs as a marketing boost. It’s essentially the practice of recruiting people to vouch for you online, hence helping your digital marketing. The more people there are advocating for you, the more other businesses start to notice. And soon, you may find yourself having to answer several more emails than you thought.
Encourage Visitors to Join
No one likes to miss out, so it’s smart to use that to your advantage. Encourage visitors to join what you have to offer, whether it’s an affiliate program, a newsletter signup, or a membership.
Use Twitter Lead Cards
These allow you to collect a user’s email in exchange for an offer, such as a free trial. It’s a one-click signup, which makes it enticing. Watch your conversions rise thanks to Twitter once again!
Use Slide-In-Scroll Boxes
This is ideal for anyone who wants to avoid coming off pushy. This allows you to politely collect email addresses! It appears on the bottom right-hand corner of your webpage as people scroll, so you’re still asking for information in exchange for a downloadable ebook, PDF, template, checklist, etc.
Split-Test Your CTA
If you’re still unsure about your CTA, then you’re not in good standing. The good news is that you can use a split-test to better find your ideal CTA in a shorter span of time.
Try different colors, maybe even locations, or wording. And then compare the results in order to find your answer.
Build Trust With “Safe” Language
People are naturally skeptical. Most will not trust you automatically, just because you claim to have been in business since 1999. No, people want to know if they’re going to be charged, and if their data is going to be shared.
This is why you should be building trust. Anytime something is free, say so. When you want people to sign up, let them know their data is 100% safe and will not be shared. Reassurance goes a long way.
Use Security Seals
Here’s another quick way to build trust. Security Seals show that you’re serious about protecting other businesses, as well as yours. It’s no wonder they’ve been known to increase conversions and sales by 42%!
Much like with videos, animations help to captivate your audience. Their attention is directed wherever you want it to go. Just make sure you use them strategically, so you’re not overloading anyone.
If you’re unsure if you’ve gone overboard, go to a fellow business website. How many animations have they used, and how does it make you feel?
Reduce White Space On Forms
White space has a time and a place. In a blog post, it can serve as a way to display information in a clearer, less overbearing way. It can even be used to highlight important points.
But when it comes to forms, you want them to seem as short and hassle-free as possible. That’s why you should reduce white space, which would otherwise make them feel longer.
Use Interest-Based Targeting
Make sure your campaigns and ads are targeted. The higher the chance of these people actually being interested in what they’re being presented with, the higher the chance of conversion.
Use An Explainer Video
Unlike a promo video, an explainer video takes an otherwise complex subject, and makes it easy to understand. If your business is a little complicated, if what you do leaves people scratching their heads, this may be a valuable step.
Match Your CTA Wording to Your Landing Page Title
People are very distracted and impatient these days. And can you blame us? We can now order most things on demand, get things delivered, and outright multitask better than any generation before us.
That means if you want to keep that flowing smoothly, you need to match your CTA wording to your landing page title. Make things crystal clear, and always assume everyone visiting your page is in a rush. Otherwise, your bounce rate will suffer, because no one will waste time if the information promised isn’t readily available.
Use Scarcity As Needed
Scarce time, quantity of goods, or a limited time service. Whatever it is, make sure it’s 1) the truth, and 2) announced. This helps to build urgency.
Use the Squint Test
Go to your landing page and squint. Can you still see your CTA? If not, you need to optimize. Maybe a bigger button, a different color, or even a larger font size.
Make It Fun
Don’t be afraid to make a game out of opting in. It’s a great way to make things interesting, and get people to fill in contact information in a laid back way.
If you have your branding down, and your colors match your website, and landing pages, good for you. But if not, you may need to get on that stat. Oh, and don’t forget to look up the emotional effects of different colors.
Give On Social Media
Just because you have a platform on social media, it doesn’t mean you can simply ask for things, like transactions, or followers. You have to earn it all. And the best way to earn, is to give free information, free items, discounts and advice.
Offer Free Shipping
People are more inclined to buy pricey items as long as they don’t have to pay for shipping. At least have a reasonable minimum spending amount before they qualify for it. It will increase your numbers, try it and see.
Replace Text With Images As Appropriate
Sometimes, things are better left unsaid. Sometimes, things are better left shown through images. If you have a valid point to make, something that would be better off displayed, don’t hesitate to delete two paragraphs in favor of an image.
Be Strategic With Posting Times
Don’t just post at noon because it’s when you have time, over your lunch. Post at noon because your metrics have shown you that people tend to engage the most with your content around this time.
Use Your Data
What’s the use of collecting data, tracking metrics, and forming hypothesis, if you never use any of it? Use it to your advantage. Actually learn from it, and have it influence your decision making.
Don’t Ever Mention Spam
Want to know how to plant seeds of mistrust? By mentioning spam. The more you mention it, the more you promise not to spam people, the more it triggers people’s paranoia.
Hand Out Discounts
Nothing says “try it now that the level of investment is at an all-time low” like handing out discount codes. It’s temptation, it’s hard to figure out why you should say no. And once they give it a try, assuming what you have to offer is great, they’ll keep coming back.
Join Other Communities
Much like with networking, joining communities allows you to meet new people, put yourself out there, and better understand the common problems your products and services can help solve.
Segment By Interest
Not every lead is the same. Say you’re a freelance content creator, offering your services to other businesses in need of content for their brands. One potential lead may want your copywriting skills, while the other wants to know if you are skilled in things like PR stunts, or even things like email and chatbot marketing.
That means you should have different optin forms for every type of lead you could be getting. Segmenting keeps things organized, even at a glance.
Everyone wants to learn something new. And your potential leads are no exception. By offering courses, you’re scratching this itch, while also proving your value. They will clearly see that you’re knowledgeable within your field, and will want to work with you if it suits their customer needs.
Post In Comments
Don’t just expect people to leave a comment here and there. Think of it like Instagram: you put out great content, and only then do you see engagement. To keep that going, you like their content in return, and thank them by hitting that reply button on their comment.
Launch Twitter Polls
How do you know what people want to see or read? How do you learn about the issues that plague them more often than not? Twitter polls.
Offer A Free Trial
Sometimes, offering something at a steep discount just doesn’t work. Largely because it’s an unproven product, or a relatively unknown one, and people don’t want to waste money. This is where free trials come in.
Show Your Face
You are your brand. Your branding is all about who you are, and why you started your company. So, it’s only natural that you should want to show your face. It helps to build trust, and makes people feel like they know you a bit better.
Syndicate Your Blog Posts
Blogging takes time, so you should maximize the returns on it. Syndicating through third-party publishers allows your content to reach more people, all of whom can be backlinked to the page of your choice.
Craft the Perfect Headlines
Headlines are everything. It’s how people know what you are writing about in the first place. Make it intriguing enough to read, but clear enough that Google picks up on what it’s all about as well. It can do wonders for your SEO.
Make Your Email Newsletter Social
Never skip an opportunity to feature your social media buttons. Not only do they connect all of your content, they also serve as authority validation, assuming you have a large following.
That means whenever you send out an email newsletter, you should be incorporating your social media buttons into it, at the end, as part of the footer or signature.
Make Irresistible Offers
“Here’s an offer you can’t refuse.” Actually make it irresistible, and watch your conversion rate and sales soar through the roof. Try it!
OptinMonster - this integrates your email marketing and CRM platforms, making it easy to capture, share and even organize your leads.
Constant Contact - think of this as a Mailchimp alternative, with lots of support, online training, and webinars.
Aweber - this lets you create and send emails, import content from your blog, and share it all.
Mailchimp - this is a go-to for any entrepreneur, mainly because it features a free plan, making it ideal if you have less than 2,000 subscribers.
AeroLeads - it has a Google Chrome plugin that helps you search LinkedIn for new leads. It will present you with business addresses and other contact details.
Hunter - the perfect tool for quick email searches. Just type in a domain.
Voila Norbert - rather than just supply you with business emails, it will verify them, and search in bulk. It also integrates with CRM software.
OutreachPlus - lets you design and send personalized emails without ruling out automation.
Hoovers - this massive commercial database comes in handy when you’re trying to build a new prospect list.
Datanyze - finds contact details and lets you export them into your CRM software.
Growbots - helps you select the best people to contact about your products and services. Also tests which approach is the most effective, so your chances of success are higher.
Lead Forensics - finds contact information on the people who anonymously visit your website.
Prospect.io - finds contact information, provides templates so reaching out is faster, and keeps track of every response.
Hubspot - many of its tools are free, and help you organize, track, and nurture leads.
Pardot - manages and qualifies leads. Also includes segmentation and automation.
SharpSpring - features a built-in CRM, and manages lead contact information.
Contactually - organize and segment contacts, or organize your workflow.
Infusionsoft - keeps tabs on all contact data, and lets you track all interactions.
Marketo - attract leads with inbound and outbound marketing, all before they talk to sales reps.
Nimble - easily identifies contacts and keeps all contact information updated.
OnePageCRM - integrates all contact information it collects into your CRM.
Salesforce - helps manage leads, sales teams, existing customers, etc.
LinkedIn Sales Navigator - access company information for all of your leads using the power of LinkedIn’s database.
Pipedrive - tracks all customer and lead interactions, and keeps it all in one place.
Hubspot Sales - features tools and templates to help make several processes faster, such as outreach.
Bontact - collects all your messaging (WhatsApp, Facebook, etc) into one space, so reaching out isn’t a confusing mess.
Intercom - a messaging service that helps to engage website visitors.
Callpage - after a short setup, leads can enter their number on the screen and be connected to you in a matter of seconds.
Drift - focuses on conversation as a tool that drives enormous sales numbers.
AdWords - places relevant ads in strategic areas, based on people’s searches.
AdRoll - displays ads of all kinds, and works with email, to promote your business.
ReferralCandy - specifically for ecommerce, this generates leads and sales through discounts.
Extole - using the positive things your current customers are saying to help you gain more leads.
Zapier - connects many different business services, including lead generation software.
WPForms - creates polls and surveys to figure out what customers want.
One look at this guide should tell you that there’s a lot that goes into B2B practices. And this is just the tip of the iceberg.
But before you break out in a sweat over the journey ahead, consider this: the right combination of moving parts can result in a seamless experience that functions as smooth as butter.
That means before you dive into any tips and tools, you should be establishing a plan, entirely based on goals. What do you hope to accomplish this year? And what does that entail?
Only then will you know which industry relationships suit you. Only then will all of your lead magnets work toward one direction, rather than pulling you in several.
And if you really don’t know where to start, there’s always the option of hiring a marketing consultant to steer you in the right direction.
So, which of these tips or tools do you think would greatly benefit your business?
Let me know in the comments section below, I love hearing from you all!