Building relationships with other ventures is not an easy task, especially for a business that has no experience in this. The B2B relationships have a number of key distinctions from interaction with clients. However, there are a few secrets that can come in handy when building long-term collaboration with other businesses. Sapar Karyagdyyev, CEO at Gamingtec, gives some tips to help newcomers of the media entertainment industry develop a well-working marketing campaign.
According to Sapar Karyagdyyev, well-built interaction and branding are indispensable components of prosperity. When it comes to promoting a product and making it popular with ordinary consumers (that is, the business-to-customer level), marketers tend to use entertaining and creative methods. Some of the implemented ideas even go viral. But a completely different situation emerges when promoting a product at the B2B (business-to-business) level. Here, it is important not only to convey the merits of the product or the service to the company’s senior executives but also to convince them to invest, as well as to prove to them that it will turn out to be profitable.
There are several ways to make a brand identifiable and roll out a B2B advertising campaign actively used by marketing departments in this market. They use email marketing, posting ads in specialized publications, SEO, participation in various events like forums or exhibitions, and digital advertising, and others. As the CEO of Gamingtec assures, all these methods work if the task of the promo strategy is to highlight the overall ROI and is targeted at companies that are potentially interested in cooperating with you.
To increase sales of the media entertainment market, it is necessary to puzzle out all the business processes of your potential partner and be able to convey to its leaders why such cooperation will be beneficial, even if the results are not instantaneous, but can be seen in the long term. This is the task of skilled salespersons. Therefore, the senior executives should not neglect the thorough training of the sales force. The team must possess effectiveness and flexibility in order to properly interact with future partners.
An equally important nuance that should not be forgotten is a tone of voice. According to Sapar Karyagdyyev, many companies are trying to gain the title of competent and approachable marketeers. Their neutral communication style leads to the fact that potential clients perceive them rather as robots as they sound way too generic. And this repels many targeted audiences. According to the expert, to achieve a natural tone of voice and improve brand awareness, it is important to make “friendliness”, “informativeness” and “knowledgeability” the company’s priorities. This way, you will not only stand out from numerous competitors but also build trust-based and meaningful relationships with potential partners.
Sapar Karyagdyyev notes several companies that sound remarkable. For example, Slack tries to convey information as simply and clearly as possible, and sometimes it even uses emoji in its messages. And this adds to the “humanness” of communication. The messages of the brand Mailchimp that mostly works with small companies are also simple. In addition, it sometimes communicates in an informal manner using, for example, such expressions like “we’ve got you covered”. In such a way the company demonstrates that it is ready to speak the same language to its clients. Dell publishes its posts and news about cutting-edge technologies on LinkedIn in a friendly manner and communicates with potential clients.
Sapar Karyagdyyev believes that B2B marketing campaigns can only be successful if each decision is made by business owners after they have thoroughly researched the market and analyzed the brand. It is important to think through a strategy, draft an effective marketing plan, and choose a messaging platform. At this stage, it is also important to focus on why your brand is unique and what its advantages over competing companies are. To do this, the expert recommends turning to a SWOT analysis.
An SEO program is also an important aspect of building an effective marketing strategy. Of course, building links properly, creating engaging content, optimizing the website, and using keywords correctly is not easy. And only due to these processes will it be possible to achieve the necessary organic Google search ranking.
B2B marketing campaigns in the media entertainment industry focus on long-term interaction with your target audience. Their core lies in the question “what’s next”. It implies well-thought-out strategies that are immediately implemented.