There can be no doubt that the world has changed in terms of how we communicate with each other, how we use mobile phones on a daily basis and how the visibility of a business on the Internet can translate into literally millions of dollars of revenue.
As the Internet is to be positioned as a key component of any company’s marketing strategy Apps for Businesses have become something that is almost a must have so that clients can have your business’ information at their fingertips. This is of course one reason why we (as a part of our consulting and Mobile Website development) have decided to develop Apps for Businesses.
Apps for local businesses are needed because customers almost have an expectation that your company will have Internet visibility, also with the ever increasing use of Mobile Marketing and of the App Store as promoted by Apple along with the Android Apps store, the marketplace have been accustomed to using Apps for all kinds of purposes. With that in mind, this plays straight into the strategy of the business owner i.e. give the marketplace what they are accustomed to, give them an App so that they can download be able to have constant access to your company’s news and information from their mobile device.
The topic of the relevance of the use of internet marketing for business to business sales is one that often gets posed by those marketing decision makers who get presented with options for spending money on things such as :-
Search engine marketing
Social media marketing
… and other internet marketing tools and techniques that (of course) should only be deployed as part of a defined strategic internet marketing plan that fits into the organization’s business strategy.
So, to the question of whether or not a SME, multi million or even billion dollar company can make use of the internet to sell items that other businesses need to function.
To deal with this question adequately in this post, let’s remind ourselves of some of the characteristics of business to business sales which consist of :-
Typically long sales cycles
Ateamof decision makers
Long term contracts
… there are of course other points to consider but those above will suffice for our discussion in hand.
First if we consider the sales cycle we need to bear in mind that the search for information on specification, functionality and other parameters in many instances take place online first, this is of course in addition to the traditional methods of browsing catalogues for the information needed to ultimately make a purchase decision. With the growth of the use of mobile devices and more people turning to the internet to consume the information they are looking for, the opportunity exists for businesses all over the world to be the ones providing the information (also outside of their main company website domain) in order to lead clients through stages of the sales cycle.
So we have touched on the sales cycle which could last for weeks, months or even years. The point is that our company can be the source producing the content that ourtargetend users require, this can be in the audio, video. text, multimedia, webinars and other forms that the internet allows us to produce content in. If the client needs ball bearing specification information, we can make it as easy as possible for them to find that information with us as the source.
As for the decision makers, the structure of the information that we produce should be crafted in a manner that will call for relevant viewing and input from various stake holders within the organisation (of course we will understand ourtargetmarket well enough to know who these decision makers are !!). As we engage with the decision makers this falls into the length of the sales cycle and the more engaged the prospective clients are, the more they will value our expertise and authority which at the time of the purchase will make the price become less relevant (in terms of them using a high price as a reason not to purchase).
In essence for business to business marketing, the smart thing to do is not to aim for on the spot purchases, whilst this could result in desired outcomes, the thing to aim for is that of quality lead generation. Using the Internet Channel Marketing framework, your company will decide which of the internet marketing tools is the most appropriate for engaging with yourtargetmarket for building relationships and taking them through the process of the sales cycle, binding them into our organisation as the go to source for quality education related to the products and services – that can be purchased elsewhere.
In conclusion, when the choice is to be made, the relationship that has been developed by using the internet marketing tools will result in us being as one of the main choices when it comes to making that all important purchase decision.
Is the internet appropriate for Business To Business Marketing ? absolutely so, if you are not actively using the internet for market to and engage with other businesses. Take a look at how you can integrate the internet with your existing business strategies today.
Any thoughts or comments ??
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Business is at the centre and heart and centre of life in most of the developed world and some people view starting and promoting a successful business as an extension of themselves and; as a vehicle where they can go on and make a positive influence and difference in the world at large.
When we look at how business has developed over time we can see that we are in a highly competitve market place and we can also see that there are so many people who have decided to startup and work in their own; small work from home businesses. This within itself is such a great thing but with that comes many challenges which we shall touch on in this article.
As a Business Marketing Strategy Consultant – one of the things that I am faced with and see in my working life is the fact that the Small and Medium Enterprise Business Owners are in fact experts at their particular field. That may be Makeup, Woodworking, Car Mechanics, Medical and the list could go on and on. Now when it comes to developing a coherent Marketing Strategy – I liken it go one opening up a restaurant and hiring a specialist to prepare the food, to wait on the tables, to serve at the bar and all of the other necessary tasks that are necessary for the smooth functioning of the eating establishment.
You can go on to compare this with all that is needed in order to develop a Strategic Business [Internet based] Marketing Strategy from which to establish ones livelihood. Based on my experience in conducting business in over 25 countries throughout Europe, the U.S. and the Far East I know tend to focus on three main components i.e.
Channels to Marketing
Before I start with anything though – I will work on developing the message that the client has to ‘say about themselves and of their product and service.
More than anything else, the small business owner is encouraged to seek out and to use the very best Business Marketing Strategy consultating services that they can; this will end up saving a lot of time not to mention the amount of monies that they will will end up not losing buy having spent the money up front on using a Strategic Consultant.