Love it or hate it: Marketing can make or break a business. We live in times full of SEO, webinars, blogs, social media, podcasts, videos, ads… the list is tremendously long. Many digital tools become affordable alternatives to traditional, offline marketing. However, when a business targets scientists, engineers, and technical professionals, they don’t need more tools but a comprehensive, well-rounded marketing strategy to reach out to this skeptical audience – and a good marketing mix should always include offline B2B marketing tools.
Today, B2B transactions start online. Engineers, scientists, and other technical professionals go online when they start the search for a suitable solution for their challenges.
Forrester Research in its 2017 report estimated that business-to-business (B2B) e-commerce transactions would reach $1.2 trillion by 2021. What does it mean? This represents over 13% of all B2B sales within the United States. It also shows that the vast majority of B2B transactions do not buy solutions online – and this represents quite a market to tap into.
Offline behaviors should not be neglected. This group may be harder to reach, but the right strategy, market segment focus, and marketing mix can boost your company’s growth – which includes a mix of online as well as offline tools.
Why Offline B2B Marketing Matters
- Offline market research helps determine purchase
Offline solution research is an important part of the sales cycle. Buyers research both online and offline prior to making a purchase. Examples? Recommendations from colleagues. Information collected at conferences. Trends discovered at trade shows. That all happens offline. This is a strong reason why your offline marketing presence is vital so that your corporate buyers learn about your business.
- A short attention span calls for a simple and focused presentation
The attention span of users today is significantly short, and that makes marketing very competitive and challenging. So, a marketing strategy, be it online or offline, needs your brand to convey a strongly relevant message, attractive enough to draw attention and communicate your message within an instant.
Your prospects are less likely to receive business promotions through offline marketing, no matter what the format. An offline marketing piece, with a carefully planned message and presentation, is expected to grab the attention of your target market, thereby increasing their chances of connecting with your company.
- Offers a personal touch
While online marketing has conquered the two senses of seeing and hearing, it is yet to determine how to evoke the feel and touch. For example, personalized print ads on flyers and brochures as well as targeted mailing via snail mail can come mentally closer to your customer than online ads. Combined with cold calls, these pieces facilitate real conversations with real people. This is how offline marketing can offer the opportunity to provide a personal touch that clients appreciate.
- B2B purchases still happen offline
When it comes to B2B purchases and transactions, the offline arena plays a key role for the seller to show credibility and reputation. Direct face-to-face interaction with clients produces meaningful conversations, which can positively influence what they think about your offer.
Some Offline Marketing Tools
- Networking
Networking is still a fundamental form of face-to-face interaction, to help convince prospective customers and inspire them to learn more about your business. Besides, adding a face to the name creates greater reputation in the buyer’s mind. You can capitalize on in-person marketing by participating at industry organizations’ events or attending conferences and trade shows where your target audience is most likely to be.
- Trade shows
Trade shows are a marketing tool that offers a vast array of advantages, including new doors to network with other industry leaders as well as buyers (old, current and prospective clients). In the B2B technical field, trade shows are one of the main tools a firm has to showcase products or services on a broad scale.
- Speaking opportunities
How powerful can it be for your business to have the opportunity to present an educational speech in front of an audience in your target industry? Speaking opportunities get you in front of a highly targeted audience that has set the time to listen to you, and even pay to listen to what you have to say. Introduce yourself and connect with others; the relationships you build can help further the marketing process, thanks to these personal connections and the reputation and credibility you build.
- Cold calling, follow-up phone calls and voicemail messages
Don’t even think that you can replace the act of listening to someone’s voice at the other end of the phone! When a sales team learns to use the phone with success, they can grow a relationship of trust with your customers, along with increased brand awareness.
As part of this same approach, voicemail messages offer you an additional channel to convey your messages. Use the voicemail strategically to increase your marketing impact.
- Word of mouth and recommendations
What a strong form of marketing! When a satisfied client recommends your business to their colleague, it is an absolutely powerful way of convincing. Why? Clients have no hidden motive when they recommend products/services to one another, making their words trusted – more than any other word you can say. The value of your offer, combined with a prompt customer service and referral programs surely support your word of mouth marketing.
- Smart direct mailing (snail mail)
When direct emails are sent to your customers or prospects, they are an impactful way of marketing. A piece of mail that reaches the customer’s office is more likely to be opened and read seriously than an e-mail. Here, people are coming in physical contact with your material by touching it.
A piece of mailing must be smart, otherwise, you’ll get filtered and your effort will end up in the recycling bin. However, with the right piece and message, you’ll get your client’s complete attention and no “spam” tag.
- QR Codes
Some marketers see QR codes as an old, passe tool. But QR codes are a fantastic bridge between the print and online world, directing users from a postcard, brochure or trade show banner to your website or landing page.
Even when digital marketing has become today the mainstream approach to promote a business, there are a number of offline techniques that B2B technical companies should seriously incorporate. The best lead generation and marketing strategies combine online and offline tools to optimize their marketing machines, driving a continuous stream of qualified leads to your sales team.
