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You have developed a new product or offer a new service and are now looking for customers. Without proactively addressing potential new customers on all channels, you will fail sooner or later as a B2B service provider, because: No matter how much online advertising you place expensively, the number of potential leads via search engine marketing is very limited compared to B2C business and is usually not enough to cover your costs in the first place. Therefore, deal comprehensively with the topics of cold calling, advertising letters & lettershop as well as customer acquisition via LinkedIn, Facebook and social media.
Most of your eventual buyers are NOT currently looking for
No matter how great your product or service is, most of the customer groups you have in mind won't need it. Don't expect the number of searches on Google and other search engines to be enough to get enough leads from which you could generate any customers at all. In reality, over 80% of your potential customers are not currently actively searching for your product or service, and therefore not Googling for it. So the only way you will reach these customer groups is through a phone call or letter.
The price is NOT the central decision criterion for your customer
The actual price charged is secondary in terms of your customer's buying decision. More important is to clearly present the benefits of your product or service to the customer in spé and build trust. Address the individual needs, which can be not only the current, but also the future needs of the customer, and see where the shoe pinches, or where problems and potential for improvement lie.
Make sure that potential customers get information on your website
Most of your website visitors are gone faster than you can look. You've invested thousands of euros in redesigning your website? Congratulations, but you would have been better off investing that money in telephone sales. Often, your website is only called up and visited a few times after the successful initial contact and your offer is scrutinized before a positive purchase decision is made. You should therefore make sure that you collect the contact details of prospective customers, e.g. through a newsletter registration, request via contact form incl. the declaration of consent for a later contact.
Most buyers of your products will NOT use them
If you have managed to convince your potential customer of the benefits of your product or services (by identifying and addressing their pain points) and have created a level of trust through communication, the customer will buy - regardless of whether they currently need the product or will use it in the future. The average B2B customer typically buys an opportunity, potential, tool, or even a way to improve his situation, situation, or opportunities that he will want to access and benefit from in the future when he will actually need it. In this sense, he is buying an additional item in his arsenal.
A few of your potential customers are swimming in money, but most are not far from insolvency
Make sure that your offer is aimed at a clientele that is solvent enough to pay the prices charged - and on time. Nothing is more annoying than unpaid invoices, chargebacks and avoidable reminders. Depending on the scope of your service, installment payments or monthly lump sums may be an option. In addition to the option for customers to order on account, you should also offer payments via PayPal, Klarna (formerly Sofortüberweisung) and possibly by credit card. However, note here that additional costs arise.
Without networking and personal network you will not be successful
Without referrals from actual customers who, in good conscience, introduce your products and services to acquaintances and friends entrepreneurs, agency owners or other self-employed and freelancers, you will not grow sustainably. Referral marketing should be a central part of your marketing strategy. Therefore, also consider setting up your own affiliate program to benefit from the network effect.
The best way to approach editors or journalists is by e-mail or a short phone call. Once you have found out about the thematic orientation of your contact person, it is important to check other criteria and work through the checklist points:
If you are not sure whether the person is the right contact person for your issue, you can also send your press release to the editorial e-mail addresses, the so-called news desk, from where the incoming reports are forwarded to the thematically appropriate departments and thus editors and journalists.
A press distribution list is a communication channel that makes it possible to share information such as news, easily and targeted to a group of potential multipliers, such as editors. Often the search for thematically appropriate media, such as newspapers, magazines or direct contacts such as editor:inside takes many hours of time and important media are overlooked.
Our Media & PR Database helps you gain an overview of the German-language media landscape and save valuable time in creating and expanding your press distribution list.
You can get more information here.
If you publish at least two articles, e.g. blog posts on your website per week and thus your sitemap grows piece by piece, this shows Google and other search engines that you continuously provide up-to-date information that potentially has a higher benefit for users. In the best case, you will benefit from a better, i.e. higher, search engine ranking - ideally on the first page - and thus receive more free search engine traffic, so-called organic traffic.
As is true everywhere, staying on the ball pays off
In the short term, the effect may seem small to you. But consider how quickly two articles a week and 52 weeks a year can add up to a triple-digit number of articles or blogposts. 100 opportunities per year to find and engage relevant prospects with entertaining copy on your topic and products. You often leave your competitors far behind in this regard.
Already after a few years you have considered and described your topic from all possible angles, pointed out all typical mistakes, created FAQs and How-To's for beginners, always discussed the latest innovations and thus created over time an article catalog and archive, from which you can benefit in the long term and that will help you in the long run to more visitors, prospects and customers (so-called long tail content).
This evergreen content forms the basis, the foundation for your future business success. So it's worth investing in content creation.
For many B2B service providers and companies, acquiring new customers is a major challenge. Often, the market environment is very competitive, i.e. there is a multitude of comparable offers and competitors in the respective niche, region or industry. With increasing competitive pressure within the market segment, click prices for online marketing campaigns also rise, resulting in lead costs in the double- or triple-digit euro range.
What is the alternative?
With the help of so-called content marketing, you attract potential prospects and convince them of your offer. This is a marketing strategy that often pays off if you can't compete with the multi-million dollar marketing budgets of international corporations.
What is the alternative?
Collect leads and contact information for later contact
Has the prospect:in moved on your website, you have managed in the optimum case to trigger a direct order. In the vast majority of cases, however, this is not the case and so it is important to at least get the website visitor to at least bookmark your website for a later revisit or to make a request, e.g. to use a demo version, a free consultation or an individual offer.