The presence of the Internet in the lives of every
individual has forced marketing specialists and commercial companies to change their
tactics. The world of Marketing has completely changed in the last 10 years,
with online marketing and web promotion becoming increasingly more meaningful
and more varied. This process is ever continuing with social networks (such as
Facebook, LinkedIn, Instagram, Twitter etc.) and applications (Whatsup) taking center
stage. Everyone is online all the time. They can search for a product or
service 24/7 and time in which they cannot find you on the web is simply a lost
marketing opportunity.
B2B2C
While it would seem obvious that any company selling consumer
goods (from apparel, via cigarettes to food stores), with a business model
targeting you and me as customers (known as the B2C model – businesses that
sell to consumers) would need a web presence and preferably also a social
network presence, many managers in companies that sell to a corporate client do
not find that a successful online marketing campaign and a good web presence is
mandatory. Many managers in the B2B market (businesses that sell directly to
businesses) still ask their marketing staff, why they feel that a Facebook
profile is required. I would argue that in this day and age, every company
needs to be present in the social media. It’s all about engagement.
Engagement
What does engagement mean? It means that a company selling a
product or service should aim to connect with as many people as it can in its
buying chain. The B2B2C model is being recognized as a true selling chain for
many companies. This means that although a company has a corporate client and
sells its products and services to businesses, the end user of the equipment
can influence the purchasing decision of the business client.
A good example is equipment such as Laser hair removal
machines. The laser hair removal device will be directly purchased by cosmetic
networks or clinics that will provide hair removal services to the end user. A
good marketing plan would engage both the end user and the cosmetic clinics. A
good brand must filter to the knowledge of the general public. Clinics will
purchase equipment if they know that this can score them extra points with their
potential client, that’s the end user.
The automobile industry is also an interesting example. Cars
are driven by everyone, but they are not sold directly to people from the
production line. The big car companies have agencies that sell their product to
the public. Big car companies also have large clients that purchase many cars
at once, such as leasing companies or large corporate firms. The buying chain is complicated but the brand
has to filter to everyone and competition is ferocious. This is why adverts for
cards can be seen in any local newspaper. Automotive manufacturers work on their
brand from as many directions as possible. From Formula 1 to a personalized paint
offer for your car. Automotive exhibitions and events dealing with future
technologies are also popular with the public. BMW scored high in a Facebook campaign
inviting people to graffiti its cars
The internet is an endless space in which your company can
expose its products and services.
ROI
The cost (especially when compared to off
line options) is relatively low. So the first rule of engagement is to use this
opportunity and enlarge a web presence as much as possible, targeting different
groups in the buying chain. Even classic B2B companies should target the end
user or their product or service. A company page on Facebook with information
for the public that relates to their field of activity is a great way to
develop such brand awareness with relatively low means. Blogs and forums can
also be opened to discuss related topics in which the company and its product
could shine. All industrial magazines now have a web version. There are
professional portals and index websites for almost any industry in which one
can publish expert articles.
Content is King
The options are endless and content is the key! If you are
doing something, just write about it. Talk about it everywhere and try to
create a buzz by calling people to join in the action. If you are going to be present
in an event, then tell everyone who is someone in your industry that you will
be there. Put it on your website, on social media (targeted campaign to groups on
Facebook and LinkedIn) in an email (newsletter) in a PR pickup website and in
your blog. Call people in to enjoy benefits of visiting you. Lure them with a
special app, get them to download content via their smart phones with a QR
code, invite them to join a lottery for a prize that will be drawn at the event.
Invite them to play with a digital gimmick that is connected to your product.
Write about your preparations before the event, your experiences
during it and your conclusions after it. Invite those who visited you to
comment. Provide special materials for those who visited. Keep them busy with
your product. The more people you can connect to and engage in some sort of
conversation on the web, the more you will eventually sell. The “lead to a deal”
process may be a long one, but the equation remains the same. More exposure means
more sales in the end. The Internet and social media make possible to increase
exposure, so do not miss out on this opportunity to expose and engage.
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