B2B internet marketing has the same basic requirements as if you’re marketing your products to other customers. The focus here is selling your expertise in your niche to online and offline businesses. They will be searching for information and other products to help them sustain their viability, and to help it develop and grow. This is where you come in. You have the information, knowledge and experience to enable them to do this. If you don’t yet have the expertise, then you can learn it, simply having a level of understanding about it greater than your potential customers.
It involves providing clarity about the niche the customer business is in, as well as about internet marketing itself. You need to be able to provide support about both, or, at least, how the marketing can be applied to that niche. It’s important to be able to communicate with them in their own terms and inform them clearly about the marketing aspect if need be.
Here are the key aspects.
First, as an expert in their field you’d be expected to talk in their terms, use their own language to explain things. For the niche, that will involve some technical terms, but for the internet marketing you might need to help develop their use of language in that area. They can easily choose to go to another business to get this education and training, so as soon as you make contact they need to feel they can communicate with you as they expect in their niche.
For instance, if it’s a health business of some sort and you know little about it, you’ll flounder from the start. You need to have your own niche, or area, chosen, and your initial communication system in place. See how your competitors are doing this and experience it if you can. How can you make a quicker business connection with customers and show how you have exactly what they want, and a a higher quality?
Second, once you’ve made that connection, it’s important to have set in place a system by which you keep in communication with them. Generally speaking, it’s best to make as many ways as possible available: email, chat, phone, online conference, a central site or a social site like FaceBook with a contact form. You might only need one of these once you know how they work and what they prefer.
Whatever is used, have a sequence of communications to build trust and develop relationships. Make it clear what you can do for them specifically, and show your credibility by referencing previous work. Ask questions to find out what exactly they want and need – you could begin this process with a survey on your website. Whatever ways you can, maintain the communication, and then make your offer.
Third, you offer should both educate and provide training to solve the problem they have. This can be done by coaching an individual or by coaching a group. You give training in understanding the issues involved, and in what to do exactly. The coaching might be through email or recordings or PDFs or by phone or webinar. Or a combination of these. The simplest is to have recordings ready, perhaps from previous coaching sessions, and you have those supported by setting tasks to do between sessions which are related to their business, as well making yourself available. You availability may be through open access to your email or phone or some other way.
The important thing is that as coaching, you’re providing accountability to yourself that the work is being done and being kept up to date, while you’re accessible for questions and responses outside the coaching sessions. Also, this is needed because the agreement is that if they do the work as laid out, then they will achieve their solution.
Fourth, re-conceptualize what you’re offering. While you can differentiate yourself from your competition by price and product, you can also make your offer, for example, as a new way of doing things. Maybe others are offering the same kind of actions and methods as you are. But you could present them, not just as another example of them, but as breakthrough to a new level of business operation for them. Or a new understanding of the topic which will catapult them beyond their competition in the topic area. You have to ensure, of course, that you can follow through on what you promise – again, as long as they do the work you set out in your training.