July 17, 2014
By: Kelsey Miller @Kelsey_65
Although business-to-business comes off as a bore to most people, there are a lot of benefits in the market that are making more and more people prefer working in the B2B industry.
- The products. Your clients’ sales will most likely be expensive products or high tech products. This helps to generate more money for your client, therefore making your client more profitable to your company.
- Your clients’ business. Because B2B sales are usually very expensive pieces of equipment, your clients’ clientele is most likely limited to a few companies or the clientele will be in a consistent industry. This is a good thing! Because your company isn’t trying to target the general public, PR agencies can better tailor a plan to target those companies that will buy your clients’ products.
- Loyalty. Many dependent relationships are formed between your clients and their customers. This will help solidify long-term relationships and can make your job, as the PR person, that much easier to focus on developing marketing strategies to recruit more business for your client. This doesn’t mean that you should feel complacent in marketing to ongoing clients. Make sure to keep good communication with all of your clients’ business and to pitch new ideas for them as well.
- Product Specificity. To tie into the loyalty of the businesses you are targeting, product specificity makes it easy to keep business. When a business is in need of a particular product like a piece of machinery or equipment, it can almost guarantee a long-term business relationship with that business. When pitching to your clients’ potential business, it is important to sell your client as a company that has the ability to produce the products according to what the business needs.
- Social media is less complex. If you aren’t into social media, B2B marketing may be for you. Although it is still an important factor, it isn’t used as the most important engagement tool. You can still expect to be active on Twitter, Facebook and blogs as a means of a different way of communicating with new business.
Business-to-business marketing is inevitable if you want to get into the agency world of public relations. There is a lot of money in the B2B industry and has a higher demand than the world of business-to-consumer marketing. PR pros may be initially apprehensive to be put on a B2B account, but in the end, find themselves really enjoying the account and can usually have a lot of free range to run be it with social media engagement, fundraising and event planning.