Although several businesses exist in today’s ecosystem, only the most human company wins. Studies show that customers prefer a more human marketing strategy. Unfortunately, this is not always the case in H2H (human-to-human) businesses.
According to GetUpLead, many B2B businesses make serious marketing mistakes that limit their companies’ growth and success. Fortunately, this article explores six marketing mistakes B2B businesses make. So, you check out these mistakes and see if your company is guilty of any.
#1 -Using A Website-Only Approach
Many companies believe that building a website is all they need to establish their digital presence, but I’m afraid that’s not right. After launching a website, you must get in front of people to establish your brand presence and tell them how you can help.
Consequently, you have to go to where your customers are and offer them content that piques their interest. It is best to start conversations with prospects, giving them reasons to check your website. It is essential to note that these conversations should not solely be about you, your product, or your company.
#2 – Relying On Referrals
A word-of-mouth business may be great, but this strategy is not enough. Referrals are dangerous for your company because you must depend on others to do your marketing. Therefore, even if your customers are passionate about your product, that does not mean they will spread the word.
Furthermore, even if these customers spread the word, there is little assurance of converting such prospects into customers. Depending on referrals puts the responsibility of your company’s growth on your customer. And, unfortunately, why should anyone market your business when you are unwilling to do so?
#3 – Promoting Yourself
Marketing may be effective in bringing people in. but focusing solely on selling may push people away. Although everyone wants to buy goods and services, no one wants to be sold to.
Moreover, many B2B companies marketing efforts are more like advertising. And there are huge differences between marketing and advertising, especially in the B2B industry.
While advertising is about selling the product, marketing is about helping. Marketing focuses on the customer knowing, liking, and trusting you, while advertising focuses on getting people to buy your product. Furthermore, advertising is purely transactional and about the immediate payoff. On the other hand, marketing is relational and a long game.
Your marketing strategy should focus on making your brand known, trusted, and liked. And providing helpful content is a great way to achieve this.
Generally, your marketing strategy should show you are human and that you care about your customer success. It should also establish you as a thought leader that can point them in the right direction. Of course, this doesn’t mean you shouldn’t trust yourself. It only means your customers won’t trust or like your brand if all you talk about is how great you and your product are.
#4 – Squeezing Things In
Doing your marketing in-house means you are combining it with your actual work. Therefore, you only get to work on your strategy when you have time, which is rarely.
Marketing content needs consistent efforts to be successful. You will slow down and lose quality leads if you rarely post fresh content.
Do you blog biweekly or post on social media throughout the week? Do you have email campaigns for nurturing new leads? Are you promoting your content on social media, and are your followers increasing? And do you have people in your business whose primary role is marketing?
#5 – Failing To Plan
You may be committed to your marketing strategy. But without a plan, you will quickly lose momentum. In addition, squeezing your marketing campaigns in between other responsibilities leaves you no time to focus on the campaign.
#6 – Cheap Marketing
Many businesses cut their marketing budget during the pandemic, hoping to stay afloat. It is understandable to cut costs on strategies that do not generate revenue and only focus on sales. But marketing drives sales.
You will cut off your lead-generating powerhouse if you don’t invest in marketing. Therefore, investing 10% of your revenue in marketing costs is essential. The cost should cover tools, advertising, people resources, and subscriptions.
Conclusively
There is no marketing approach without mistakes. However, identifying these mistakes and working on them separates the veterans from the newbies. Luckily, this article has summarised six marketing mistakes to help you get started.
