What are the effective ways to promote B2B marketing?

In recent years, B2B (business-to-business) industry has become a new growth point to stimulate economic growth. Some people say that B2B industry is the blue ocean, because it has a trillion-dollar market scale.

Because with the rapid development of mobile communication technology, we have ushered in a wave of internet access for all: the national internet penetration rate reached 64.5%, and the total number of netizens reached 904 million. It is this wave that has gradually changed the marketing channels of B2B industry and promoted B2B enterprises to expand from offline to online and pursue new opportunities. Under the new opportunities, the demand for online marketing in B2B industry is increasing year by year.

So what are the network marketing opportunities of B2B industry? Before looking for opportunities, we should first understand the behaviors and needs of B2B users on the Internet, so as to better cater to their behaviors, meet their needs and gain more business opportunities.

1.PC is still the main battlefield of B2B business opportunities, and mobile is the blue ocean space.

2. After knowing the product model and product information, users want to know more product-related information.

From the diversification of consumer search terms, we can easily see that today's consumers have higher requirements for products, services and brands of enterprises. Conceptual knowledge is the core search content, after-sales service related search terms are perfect, and brand reputation value is gradually highlighted.

3. Brand power can shorten the decision-making cycle of B2B users.

Generally speaking, the decision-making cycle of B2B industry is long. If the decision-making date starts from the date of searching for product words, the decision-making period of B2B industry is 35 days. However, our research found that the top brands in the industry are all below the average decision-making cycle, especially TOP 1, which is basically half of the average cycle.

? 4.4 content construction. B2B industry needs to meet the cognitive guidance needs of multi-end consumers.

With reference to big data's insight into people in B2B industry, it is not difficult to see that in order to obtain business opportunities online, B2B industry needs to deeply cultivate the computer side in information retrieval, lay out the mobile side, grasp the user's cognition with the help of conceptual knowledge, build brand value positioning for enterprises, and accurately reach the target audience through crowd-oriented technology.

So, how to do it? Three steps.

The first step is to find TA (target consumer).

In the Internet era, online customers generally use big data analysis tools to classify the target population of data centers, so as to more accurately understand the needs of target users and then transform ta into consumers of enterprises. Multi-dimensional data can be used for analysis and insight to accurately target the target population; Formulate the all-media reach strategy, analyze and precipitate consumers after advertising, and facilitate the secondary marketing in the later stage.

Step 2: Contact TA (target consumer)

When we find the target consumer, the next step is how to contact TA and pass on our product advantages and brand value to him.

In a complete B2B online sales process, there are many related scenes from information search, product identification and brand selection, and decision makers will judge whether to cooperate or not through different information.

As you can imagine, if you want to do business with a person, after you find him, you will definitely create opportunities to often appear beside him, so that he can get to know us better and the chances of talking about cooperation will increase. Then, we need a powerful media matrix, covering the whole path of different decision makers from contact to cognition to choice. Aiming at target consumers, buyers, enterprise decision makers and auxiliary decision makers, the whole link is achieved through effect marketing, brand marketing and content marketing.

The third step is to convince TA (target consumers)

Today is an era when consumers' information sovereignty is greatly improved, that is, the buyer's market. In addition, we are in an era of information dusting. We receive a lot of information every day, but what we can remember is very limited. Therefore, we need to systematically do a good job in content construction, so that consumers have the will to understand us and choose us.

Content marketing is very extensive, specific to our enterprise:

The first is the creativity of the content. We can reach our target consumers through various media-first find the right person, and then the content we come into contact with is an important factor to attract consumers' attention. It's called finding the right person and talking. The content should be creative and meet the needs of target consumers.

Secondly, the touch display style of enterprise information should be diversified. Take Baidu search and information flow as an example. According to incomplete statistics, there are thirty or forty kinds. Why are there so many styles? Because users with the same needs will choose styles that can arouse their interest according to their personal preferences, which is what we often call "thousands of people and thousands of faces".

There are big pictures and group pictures in the form of pictures, which cooperate with different copywriting and different scenes to create different display styles. In view of the most popular short video at present, it is necessary to do something different to help us stand out from a lot of information and help us empower effective marketing. Use scene videos and demonstration videos to leave a deeper impression on the target users. In short, whether it's text, pictures or videos, our aim is to make your advertising effect different and make potential consumers in need fall in love with you at first sight.