It’s easy to think the digital landscape is reserved for B2C brands. After all, isn’t that what social media is all about? Connecting with customers on a one-on-one basis? Making them feel like a real, true part of your brand?
That stuff just isn’t important in the B2B world …. or is it?
It might be surprising to aviation brands, but digital efforts are crucial to B2B success. Sure, web users are individuals – not businesses – but we have to remember: B2B companies are comprised of individuals – of consumers, in fact.
Their executives, salespeople, buyers and other team members are using the web to vet vendors and find the perfect tools for their customers and business. They’re logging on to social media to get information, to ask questions and to gauge a brand’s clout within the industry. They’re using search engines to find the absolute best suppliers at the best prices for their needs – just like they would if they were buying products for their own personal needs.
Sadly, B2B brands have been slow to realize this – and even slower to jump on the digital bandwagon. Some have decent websites or meager social media presences, and some may even invest in SEO or PPC marketing. But for the most part, B2B brands stick to what they know best – networking, cold calling and attending trade shows.
Those are effective methods for sure, but in the digital landscape, opportunity and convenience abound. Connecting with new, potential partners and B2B buyers is instant and easy, and there are chances every second to reach a new one through search marketing, your website or your social media.
Has your B2B brand been avoiding digital efforts like the plague? Do you stick to only the tried-and-true methods you know? Here are a few bits of info that may give you a change of heart:
- It’s where your customers are. And I mean B2B customers – C-level executives, buyers and real decision makers. They’re on LinkedIn, they’re checking out reviews, and they’re looking at your website to evaluate your abilities.
- It’s a low-cost, high-ROI strategy. Digital marketing efforts come at a very low cost of entry. On your website, you just have one-time design costs and regular hosting fees. On social media, it’s just the minimal cost of having someone post to and run your accounts. On SEO, you only have the fee of a consultation and a little ongoing blogging work. Compared to other, more traditional methods (like attending at trade show, for example), those costs are miniscule.
- Without it, you look behind the times. No one wants to do business with an outdated, out-of-touch brand, and let me tell you: Without a great web presence, an active social media community and great SEO, that’s exactly what you’ll look like. Having a robust online presence is a vital part of staying competitive in today’s marketplace – whether you’re B2C or B2B.
If your brand isn’t using digital to its advantage, you’re losing out. When we work with aviation, aerospace and other B2B companies on branding, we always include digital recommendations too. Remember, your brand voice needs to permeate all you do – your printed marketing materials, your trade show booths, your website, and even your social media. To learn more, contact one of our B2B branding experts now.
