In contemporary markets, highly versatile, in the purchasing process, users require more and more clear, effective and timely information in all available means by companies, to find the service or product that supplies the most appropriate way your needs.
Faced with this reality, in the B2B sector, organizations have resorted to the implementation of innovative strategies that allow them to increase the visibility of their business in such a competitive sector, such as Omni channel, which, according to the Colombian Ecommerce Observatory “It has become an obligation, rather than a choice for companies.”
This strategy is key in the sector, because it allows companies to reach their specific audience and offer them all the necessary communication about your products or services through print media, digital media and events.
And it is here at this point, where B2B companies face the challenge of omni channeled: combine the digital scene with the offline one, to stand out in the market and in this way attract more customers and close sales. However, by having a well-defined plan, the Omni channel objective of an organization can be achieved and be more effective in its implementation.
Therefore, in this article you will find which are the most optimal media for your Omni channel strategy in the B2B segment and how you can work on them simultaneously to increase the visibility of your business.
Combine: the key to success
Considering that B2B clients are generally involved with businesses for the long term, their experience needs to cover the big picture. In the course of a buying cycle, customers could interact with businesses through different channels to acquire information: they could start with a review in a catalog, then move on to a visit at a stand, followed by a consultation in a portal specialized in the sector and finally communicate through social networks.
Consequently, in the Omni channel experience to have visibility against the competition and be relevant, B2B companies must use different online and offline channels that work well together and interact with each other, offering a comprehensive user experience, aligning the design and the messages communicated on all platforms.
As companies have robust back-office platforms that are capable of coordinating with other front-office information systems, Omni channel goals will be easier to achieve.
In the sector, some of the most prominent media in an Omni channel strategy are specialized web portals and digital campaigns, print media and niche events. Below you will find the characteristics of each one and why you should consider them for your company.
Specialized web portals
In B2B companies, when designing their digital strategy, which encompasses the key means to impact the target audience, they generally always consider specialized web portals as one of the means par excellence in the Business to Business market, since that includes different options and formats for companies such as supplier guides, banners and showrooms.
For example, in the industrial sector, one of the most prominent niche web portals in Latin America is the industrial reporter, which provides companies in this sector with an audience of 36,367 (unique visitors) of decision makers and purchase influencers in manufacturing processes. In general and industrial processes.
Investing in digital campaigns in this type of portals will allow you to impact, not only your target audience in different ways, but it will also allow you to obtain greater exposure of your business by having a product showcase within the portal and different sponsored ones.
Another example of specialized digital campaigns that you can implement in your B2B marketing strategies are: Webinars, email marketing, commercial information in general or country-segmented newsletters, etc.
Printed media
With the aim of improving reputation, promoting sales, informing about product and service updates and maintaining a close relationship with current and potential customers, print media is an advertising alternative that continues to be very relevant in the B2B segment, as it lasts in time and has a wide reach for the target audience.
An example of these means are niche catalogs, which are a great generator of visibility, which although they locate many advertisers on the same site, allow users to evaluate different options in the same place instead of carrying out different searches on different sites.
One of the most relevant catalogs in Colombia is the packaging catalog, which in its printed version impacts 19,000 decision makers and influencers in the packaging industry.
One of the recommendations of B2B marketers is to create a content plan in specialized print media, evaluating characteristics such as circulation, formats and their potential reach.
Industry events
Bringing together different actors from the same market niche in a space is the mission of B2B events, which have become one of the key and most preferred tactics among the marketing directors of companies in this segment, since they are an excellent relationship opportunity, updating trends in the market, a window to find new businesses and, of course, an area of visibility and recognition for the attending companies.
This is the largest hardware fair in the Andean region, thus becoming a benchmark space in the sector, since in its last editions it has hosted more than 1900 attendees with more than 100 participating brands and italy mask buyers and an average of 8 speakers. Per edition, thus generating positive satisfaction from your attendees.
According to a 2018 Content Marketing Institute report, on average, B2B marketing directors and planners have 13 tactics considered in their promotion plans, among which niche events stand out. The foregoing validates the importance of implementing this type of event in an Omni channel strategy.
Conclusion
At this point you already have a global overview of the importance of implementing an Omni channel strategy in your business to increase the visibility of your brand and what are the most optimal means in the B2B segment to meet this objective, so your “Next step” would be how you can combine them to build a perfect Omni channel strategy.
For example, in the first scenario, you can create a showroom on a web portal specialized in your industry and in this one, mention a review of your products in a physical magazine in your sector. In another scenario, you can promote a banner on a niche portal by inviting your stand to one of the industry events. What there are countless options to impact your audience.
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