The traditional means of B2B communication
Trade exhibitions, lunch, conferences …
These events, whether being organized internally or externally, offer the professionals the chance to meet target potential in person. In these events, people contact with others coming from companies in the same sector or potential clients.
- Google Adwords
Using Google Adwords is part of a traffic generation and conversion trategy on the web. The appearance of sponsored links, via the use of selected keywords, permits the visibility of the company’s website and thus acquire new contacts.
- The creation of content
Writing quality content or positioning through key words by doing SEO is able to attract internet users to the company’s website. Like Google Adwords, this way of communication offers the visibility of the company and generates traffic, hence, resulting in new prospects. Nevertheless, the advantage of content creation is that this can be done on other network (twitter, facebook…).
- Database rental
Database rental helps gain contacts of target. The database companies have contacts of potential people who may become future clients. This method is adopted when the company knows exactly its target customer.
- The white paper
The white paper is the collection of some documents or tens pages aiming at convincing target public. It is designed in a way that encourages readers to take a final decision such as buying the presented solution, subscribing or applying for membership. Thus, this way results in prospects but generates little traffic.
- The blogs
The existence of value-added articles, or backlinks on influential blogs in your sector will improve the legitimacy and visibility of your website. This generates traffic and thus new contacts. Moreover, if the blog owner is an influencer on social networks, these articles are likely to be reposted.
- The professional social network
The professional social networks are very popular now. It helps companies to find qualified contacts and advertise on target public as well. It is also interesting to join and communicate on relevant groups and forums. These professional social networks offer to share your expertise to target public.
- The popular public social media (Twitter, Facebook)
Although the content broadcast on popular social media is not the same, do not forget them. It is interesting to share attractive contents on facebook or twitter to entertain or inform an interesting offer. This means of communication promotes the visibility of the company and can ultimately, generate leads and create customer loyalty.
The webinar marketing
- A unique communication tool
Nearly the same as trade exhibition and conference, the webinar marketing helps professionals share their expertise in front of target audiencce, yet it is an exceptional means of btob communication. Everything takes place on the internet, via web conference platform: the speaker presents his solutions to multiple of participants (up to 1000) and receives contacts of all participants as well as people showing interest in the event (download the document, watch the recording, rate the webinar or exchange business cards). Therefore, it is an important tool for leads genereation. Moreover, the webinar marketing is integrated in long term marketing strategy. Retargeting the subscribers, together with a customized communication plan, results in acquiring and creating loyalty of well-qualified hot prospects. Besides the acquisition of leads, the webinar marketing is a powerful tool for leads nurturing. It is an innovative, unique and effective B2B communication tool.
- A complete solution
As you know, there are various ways of B2B communication. Each has its own features which aim at the long term goal: leads generation. The webinar marketing is a complete video conference solution which combines all features of other ways in a unique tool. Just like trade exhibition or breakfast meeting, the speaker addresses target audience. The interactivity via chat compensates for the absence of physical presence. Concerning keywords and content creation, the webinar is an interesting tool because it allows transmitting qualified text by enterprise speakers. In fact, when a subject is defined, it needs choosing a title and writing a description. The content should be optimised by appropriate key words. It is the same as posts on the blog. These SEO contents will then appear on different social networks and be shared by blog influencers. In the end, more than just database rental, the webinar generates qualified prospects which are acquired totally.