SMEs are at the bottom of the B2B food chain. The obvious reason is that they only possess limited financial resources to mobilize their lead generation and appointment setting arm. More importantly, they struggle with increasing brand visibility and market awareness.
Indeed, small-scale B2B businesses confront a plethora of difficulties in their demand generation efforts, not involving campaign finances alone. A business manager also needs to consider choosing the best marketing channels that offer advantages in terms of generating qualified lead traffic and ensuring a steady flow of revenue.
And while it is easy to use social media as a primary lead generation tool, B2B marketers should consider other content channels as well. After all, in terms of B2B marketing, social media constitutes only a small portion of business success.
For better growth possibilities, take into account the following strategies for better brand awareness.
Trade shows. Not only trade shows, but events that feature real-time customer interactions are presently crucial. Judging from different surveys that were posited by reputable marketing institutions, events like seminars and trade shows are listed to be the most effective channels in terms of fostering quality B2B relationships. Also, SMEs can still go around their budgetary constraints by attending events, allowing for increased brand awareness and networking with other industry players.
Webinars. If attending events is not your thing and you want to hold your means of direct audience interaction, then webinars can be viable options for demand generation. They entail lesser costs compared to conferences and seminars, but their main strength lies on its enabling you to engage potential B2B partners regardless of geographical location. In fact, you can conduct a webinar in the comfort of your own home. Just make sure that you have invited the right people to “attend” and provide them with more information than they could expect.
Slide presentations and infographics. Recent marketing reports show that visual content has become more prominent, owing to the fact that most decision makers prefer eye-friendly informational material particularly espoused by infographics and slide presentations. These components simplify complex business operations and present solutions in a straightforward manner that comes off as compelling. It is in this respect that marketers selling software solutions should consider visual material for their blogs.
To boil this all down, it is not necessarily that small-scale B2B companies cling solely to social media. Given several opportunities available, business managers should understand that the key for expansion is to tap every available option.