De principes van B2B marketing voor de technische sector
Author
Roland Guijs
Date
August 4, 2022
Reading time
7 minutes
Themes
Do you recognize those technical companies that still do nothing with online marketing? 'It's been going well my way for thirty years!' and 'We already participate every year in that one fair in Germany?'
That seems strange in a time where online visibility is crucial and where almost 70% of companies invest more in B2B marketing annually (CMI). Technical companies often see visual images as a nice gadget, and nothing more than that. Because good technology sells itself! Right?
But we've been doing it this way for years
In almost every sector, and especially in the technical sector, the network is crucial. The relationships with customers and suppliers often exist for years and form the basis of business. They provide a stable foundation for the company, and through recommendations and references, the customer account grows steadily. At regular intervals, people meet at one of the many trade fairs. However, as of 2022, this form of presentation is no longer enough. Because besides the fact that corona forced us to do more about digital visibility, today's society and generation are also becoming increasingly geared towards it. While the consumer-oriented market continuously innovates in terms of online visibility, B2B unfortunately lags behind. While there are countless opportunities. With digital visibility, you are not only top-of-mind with your customer account, but you also showcase attractive employment to potential employees.
Go online!
LinkedIn has about five million Dutch users (Newcon) and 12% of the Dutch workforce scrolls through this platform daily (CBS). While LinkedIn has traditionally focused on job listings, it is increasingly becoming a social platform. Graduates proudly display their diplomas, and companies showcase their latest innovations or their personal side through a business vlog. Due to this variety and the average user, it's an ideal place to start with B2B marketing. Engage your target audience by sharing milestones, giving a behind-the-scenes look, or delving deeper into the various elements of the newest product. There's something for everyone. But don't just focus on LinkedIn; the online possibilities are endless. Offer a white paper, provide interesting tips in a monthly newsletter, and ensure you have an engaging website. Capture the attention of the (potential) customer and then don't let go.
The five principles of B2B marketing for the technical sector
Relationships are crucial. As mentioned above, relationships are essential. In most decisions, there is always a basis of trust and favor. Therefore, be a reliable partner in the content that is published. Customer reviews or in-depth blogs contribute to a knowledgeable appearance, which again fosters connection with the target audience.
Rationale vs. emotion. Decision-making within companies is often a somewhat slow process. Impulsive decisions based on emotion are therefore not the order of the day. The balance between rationale and emotion in the content is thus crucial. Emotion is needed to stimulate, but without sufficient content, there will be no lasting effect.
Solve instead of sell. Do not sell a product, but a solution. By wanting to help someone specifically instead of wanting to sell something, the viewer will be more inclined to listen to the message. Customer testimonials and case videos are a good example of this, where the experience and the solution are central.
Know the decision-maker. Unlike B2C, where the consumer can also make the purchase decision, in B2B the decision process is somewhat more complicated. An employee may be convinced of something, but often a purchasing manager or management ultimately makes the decision. Ensure that the target audience is also allowed to and can make decisions to speed up the process.
Think beyond LinkedIn. Many companies see LinkedIn as the holy grail for online marketing. However, successful B2B marketing requires more than just an (ir)regular LinkedIn post. Consider, for example, a website with a professional appearance, but also articles on industry websites or visibility on Google. Or perhaps the challenges lie more in the area of employer branding, making Instagram or TikTok the ideal place.
Example Case: Damen Shipyards
A great example of a company that actively focuses on online visibility is Damen Shipyards. They inspire customers and foster a proud employee culture. A win-win, indeed. The shipbuilding industry has traditionally been conservative and traditional. But besides the blue of Damen being visible at various trade shows and having their own magazine, they are also very active online, with an interesting mix of content. Part of it is aimed at the corporate image, but this is interspersed with accessible interviews with employees, facts about their projects, and images of their shipyards around the world. Not all content is cinematically perfect, but it is precisely the variety and authenticity that make it very interesting. Highly recommended!
B2B, but don't forget the human aspect
In B2B, reasoning often comes from company to company communication. This contrasts with B2C, where the human being as the recipient is central. However, this does not apply to B2B marketing. The products or services do go from company to company, but the employees and decision-makers are just people of flesh and blood. Therefore, the marketing must be human-centered and able to engage and interest someone. By making a message personal people feel more connected and will intrinsically show more interest. Furthermore, it is essential to know who the target audience is. If an R&D department is being addressed, the focus and content must be different than when it is a product or service where the decision-making is at the executive level. Where the first group will place more value on technical facts and innovation, the second group will place more value on experiences and the financial aspect. Because regardless of the product, service, or target group, the viewer or reader must be addressed on a personal level. So make sure your content is visually appealing and inspiring. By evoking emotion, you give decision-makers confidence in your company.
4 suggestions for content for B2B marketing
Customer testimonial. A form of video content that we often apply for various clients, because it is much more powerful when someone else explains why your company surpasses the competition. This way, you also avoid the ‘We from the toilet duck…’ effect, and your message comes across authentically. Additionally, you increase your reach and impact by turning a customer into an ambassador.
Content video series. Establish yourself as an expert in your field by diving deeper into a specific topic in a series of different episodes. The goal is to inspire and inform the viewer, thus building your brand identity. I recently wrote a blog about this.
Blogs. Although video works well in online algorithms, it is certainly not the only path to Rome. Written blogs are an excellent way to share insights or affirm your role as an expert. Moreover, as long as they are authentic and well-written, they are also very beneficial for searchability on Google.
Business vlogs. Opinions on influencers are divided, but it is a fact that a personal touch to a message works well. Make employees ambassadors by allowing them to take the viewer through their day in an accessible and personal way. Then let it be externally edited, and in this way, you have cost-effective, striking, and personal content. Ideal for instance for recruitment.
