Happy Valentine’s Day!
But hold on, I’m not talking to the lovey dovey couples out there. I’m talking to the Business to Business (B2B) relationships of the world. Just like a blossoming couple, B2B marketing depends on a special relationship between two businesses. From first meeting to official commitment; the best results come from investing time and care.
Unlike B2C marketing, B2B is less superficial and focuses on long term commitment from customers. And we all know that this does not happen overnight. The following three steps show the journey to building a long term B2B relationship.
1. Attraction
Brand Awareness is how a business is recognized, usually by advertising, unique content and social engagement. Essentially this is how a business attracts their target market. Just as we get dressed up and look our best to go on the social scene, businesses need to put their best face out there to gain the interest of the ideal customer. Online Social Engagement is very important today because it shows a company’s social status within the online communities and makes it easier for prospects to check the business’s background. Thought leadership and good content are key ways of showing off a company’s unique abilities and characteristics. In the world of finding love, this is the equivalent of an intelligent conversation, displaying common interests and values. Using social networks to share your blogs and articles as well as getting involved in relevant discussions will make more and more ideal businesses look your way.
2. Dating
Once a connection has been made, dating (lead generation) is generally the next step to finding the best prospects. Basically, once you’ve got someone’s attention, you probably want them to come back for more. Social networking and sharing original content should be bringing potential customers back to your website. Then, you want them to stay there. An interactive site with lots of downloadable content, videos and landing pages will increase lead generation from download forms, blog and newsletter subscribers, and sign up forms (offer, trials, etc.). Once the possibilities have been identified, the next step is lead nurturing. In other words when the first date goes well, keep them interested with regular communication (social media messages, email, newsletters, phone calls). This will hopefully help the relationship to grow and allow the customer to become more comfortable with the company.
3. Commitment
With all this tender loving care, creating a committed relationship (customer acquisition) should be somewhat easier. But remember even when they have promised commitment, it is your business’s responsibility to ensure customer loyalty. Relationships take work and making sure everyone is satisfied is the key to developing long term partnerships. Customer care includes good communication, personal touches such as perks and surprises, and investing time and energy in customer satisfaction. Just like a marriage, partnerships will be very fulfilling as long as everyone involved puts in a lot of effort and attention.
So are you showing your B2B customers the love and care they need? Where do your B2B interactions need improvement? This Valentine’s Day why not spread the love a little further to find more happy, committed B2B relationships.
