15 Jun Recommendations for Attracting Customers to your Business, B2B
Where business-to-business (B2B) is concerned, purchasing is a rational process. It’s not impulsive. That’s why it’s essential to learn techniques so that you can attract customers, sell them your product and get their recommendations to attract more customers.
Inbound marketing and sales
It’s essential to define your company’s personality and roadmap, as well as the relationship you want with your customers. To achieve your goals, it’s important to have a good INBOUND MARKETING strategy. This will help you gain publicity, build credibility, get leads that are converted into sales and get recommendations that bring new potential customers.
First, you need to know your ideal customer inside out and the type of business you want to attract – businesses that value your product or service to make you profitable. By knowing who your ideal customer is, you can build a long-lasting relationship with them, so that not only will they make a repeat purchase, but they’ll also recommend you. Ideal, right?
Once you’ve defined your ideal customer, also known as a buyer persona, you should think about the buyer’s journey. The process involved in making a purchase consists of several stages, and you can define actions for each stage that will drive your customer from capture to close. Importantly, you need to be able to recognise each stage. You should then design the actions required for each stage to achieve your objectives. This is called an Inbound Sales Methodology.
The diagram shows the different stages in detail. For each stage, it’s crucial to share content to achieve the desired effect: attract, convert, close, delight. By doing this, you’ll ensure your prospect discovers your brand (attracted by something you’ve shared), visits your website, requests a demonstration/quote (lead), makes a purchase and, finally, recommends your product or service.
Content is king
Content consists of blog posts, infographics, keywords, videos, webinars, landing pages, prize draws, newsletters, social media and more. There are many types of content for each stage. But all content needs to be first-rate, creative and original. At the same time, you should combine these types of content with automated marketing tools (remarketing, workflows) that fuse your external channels with your customer relationship management (CRM). The outcome: a constant flow of potential new customers. It’s worth a try, right?
Make sure you measure the progress of each action. If necessary, you can then make changes to the stages you’ve defined to improve your results. Remember to analyse and measure!
Before coming to the end of this post, we’d like to remind you how important it is to set objectives that are aligned with your business model and to define a strategy you can follow to achieve those objectives. By analysing the current situation of your business, your competition, your buyer persona and the communication materials you’re using, you’ll be able to define the stages of your inbound methodology and decide what types of content to use. At Intracon, we provide sales enablement consulting. We’d be delighted to offer you advice and design a strategy for your business. We look forward to hearing from you!