The Importance of B2B marketing

B2B marketing refers to the techniques and best practices used by companies with products and services sold to other businesses. Unlike many B2C marketing efforts, B2B initiatives must consider that a number of executives likely weigh in on a single purchase decision, so campaigns must address multiple audiences within the same enterprise. Additionally, B2B marketing must cater to long transaction periods and sometimes to shorter ones.

Finding your B2B audience

Target markets must be carefully selected in the earliest stages of marketing a product or service to an enterprise. B2B marketers must consider the sizes, industries, budgets, revenues, etc., of the enterprises they target. Of course, targeting business buyers also demands marketers know where to find them in an increasingly digital world – and studies suggest that decision makers are increasingly accessible via search, social media, e-mails and other channels.

B2B SEO (Search engine optimization)

Search engine optimization is a prominent for B2B marketing. Because the B2B sales cycle is often longer than consumer-facing sales cycles which are shorter. B2B marketers might accommodate prospects with keywords and optimizing for phrases and with content so they can get hooked.

It is also advisable for B2B companies to use brand names as keywords in an effort to catch clicks from those further in the buying cycle looking for business-specific information. Using a brand name across a site also increases the likelihood that a company can own the first Google results page for a search for their business.

Social Media for B2B

Social media marketing is gaining traction among B2B companies looking to reach buyers online. With more than 2.38 billion monthly active users on Facebook alone, businesses find social is an easy way to engage prospects. And Facebook is not the only valuable platform as marketers say, LinkedIn is their social network of choice to target B2B. LinkedIn is still not the way to go in Cyprus for marketers since, Facebook is still the most popular platform on the island. But that doesn’t mean LinkedIn cannot generate leads or find prospects that are interested in your company’s product.

B2B in Cyprus

Still in Cyprus most of the heavy spending goes on traditional advertising (billboards, TV, radio etc.) which still is very expensive compared to its counterpart, digital marketing. Yes, traditional advertising can be effective but it costs and most likely you won’t be able to reach your B2B audience (Executives, top management or decision makers) if you don’t hit a jackpot with the right content etc. Digital marketing is thriving in targeting B2B. The reason is, you can spend less money to test different ads with different content, different audience and test which ad generates the most leads or impressions with your demographics you chose. Comparing these 2 marketing strategies, digital marketing is rising with a fast pace in Cyprus and generates more effective results that can be measured compared to traditional advertising.