Small but mighty

Most smaller B2B companies don’t have a huge marketing budget but there are ways you can make that budget stretch further. It's time to get creative and focus your efforts in areas that will provide the highest return on investment.

1. A professional website is crucial: Websites don’t have to be big bucks but it’s important to have a site that looks professional and is easy to navigate. A website can serve two purposes. Direct visitors may already know about you but they’re checking your website to see how credible you are as a supplier. Organic traffic comes from a search in a search engine like Google or Bing.

2. SEO your way to number one: A huge step a lot of smaller businesses skip completely is ‘Search Engine Optimisation’ (SEO) which is the process of increasing your website’s visibility in a search engine. Some SEO needs to be done by your web developer- such as ensuring your site loads quickly - but some you can do yourself – for instance, writing fresh content for pages or for a news/blog page.

3. An extra boost: You can also boost your online presence through use of social media platforms to connect with your target audience and share your products and services. You need to decide where your audience is most likely to be. For B2B organisations this may be LinkedIn but if your product or service is visual you can use Instagram or YouTube for video. Audiences connect with business pages that share content that is interesting, engaging and educational. Of course you want to showcase your products and services but even in the B2B world no one wants to be ‘sold’ to on social media.

4. Leverage real life networks: Build relationships with local business organisations, such as chambers of commerce or join an industry association. Attend networking events and consider sponsoring local events to increase visibility and build relationships with potential customers.

5. Focus on customer service: Providing exceptional customer service can help your small business stand out from competitors. Encourage your satisfied customers to leave reviews and testimonials online, which can help attract new customers. You can also turn your successes into case studies and share these on your website or social media. They can also be turned into longer articles and shared with relevant trade media. 

6. Develop niche marketing strategies: If your business specialises in a specific niche or industry, consider developing marketing strategies that target that niche. For example, if you manufacture components for the automotive industry, target your marketing efforts to automotive manufacturers or suppliers. Make sure you address the customer’s pain points and talk about the problem you can solve for them – just as much as you talk about the features of your product or service.

7. Create valuable content: Develop content, such as case studies, blog posts, whitepapers, and how-to guides, that provides valuable information to your target audience. This can help establish your business as a thought leader in your industry and attract potential customers.

Find out how Fruitcake Marketing can help make your budget go further...

Email louise@fruitcakemarketing.co.uk to arrange a chat.