A LinkedIn expert shows us how you can break the rules for better B2B advertising
4 B2B marketing ideas to outperform your competition
Haley states that these suggestions can make a huge difference to your marketing and income.
1. The rule 95-5
In the realm of branding The 95-5 rule applies to 95% of out-market category buyers who don't have the time to make a purchase as well as the 5% of in-market category buyers who are willing to purchase.
This is because ads are typically targeted at consumers who aren't in a position to purchase today. To increase the demand for their products marketing professionals should utilize branding to reach buyers who aren't in the market right now, in order that when they finally enter markets, they will see the company as an established brand with the ability to meet their needs.
"The greatest ads don't go out. They stay. They are on our screens for long periods of time, creating memories with the potential to impact us for years afterward." Haley Pierce, Marketing Engagement Lead, The B2B Institute at LinkedIn
2. Alertness to the changing environment
It is common for people to associate certain brand names more than others, based upon the situation they encounter while in the market to purchase. For your brand to become more popular, your brand must be associated with key buying situations.
That means you have be extremely cautious when evaluating the circumstances. Make sure to connect your brand to as many relevant buying situations as you can. Keep in mind that it's not about what buyers think of your company, but how they hear about it.
"People remember great ads. The interesting thing is that memory doesn't exist independent of situations because memories are innately contextual." Haley Pierce, Marketing Engagement Lead, The B2B Institute at LinkedIn
3. The product delusion
A majority of B2B ads we see are attribute-based and are focused exclusively on highlighting successful results. This is referred to as product delusion and doesn't always work. The most effective product doesn't have some of the finest features. Instead, the best product is one that customers already know about.
This is the reason why branding marketing is so important because it is a way to sell. Thus, having a distinct and memorable brand is part of the challenge.
"Because B2B buyers are risk averse, they usually go on the brand they have confidence in and are familiar with." Jann Martin Schwartz Founder and Director of The B2B Institute at LinkedIn
4. Reach maximalism
It's much more effective to contact one million people at once rather as opposed to reaching 500,000 at a time. When it comes to a B2B company, this can be even more effective because excessive advertisements can degrade the efficacy of the message.
You should adopt a reach maximumist media plan and concentrate on reaching as wide a range of category buyers as possible.
Break the B2B rules and sell more
Haley believes that bucking the B2B marketing norm could help you develop your marketing strategy and increase the number of sales.
The key takeaway is to promote your business to a prospective buyer, who is yet to choose. So, once they're ready to buy it will be your name they'd prefer to buy from.