Sapar Karyagdyyev: Tips on how to develop B2B marketing campaigns the right way
For business-to-business startups working in the media entertainment industry, one of the trickiest parts is finding the right way of developing their marketing campaigns. What works with B2C, can be inappropriate when you are looking for not clients but partners. Sapar Karyagdyyev, CEO at Gamingtec, shares tips on how to build a B2B marketing campaign and establish effective relationships with other businesses.
According to Sapar Karyagdyyev, one should first analyze the company’s tone of voice. There are quite a lot of companies that try their best to look and sound professional and, therefore, write their posts and messages formally and way too serious. “They try to be neutral in communication, and, unfortunately, sound like robots. But who wants to partner with a robot?” asks Sapar Karyagdyyev. He suggests switching the tone of voice to a more friendly one, to speak to their partners as knowledgeable friends, not as authoritative experts. If Mailchimp, Dell, and Slack use a friendly tone of voice, why not startups follow their example?
The messages, in their turn, should be targeted at the right audience. While B2C businesses use potentially viral fun and creative ideas to promote their products to clients, B2B entrepreneurs should focus on the benefits of their services to appeal to the decision-makers, i.e., the company’s top management. Their messaging should explain why the partnership with them can be beneficial and why their investments will certainly yield profit.
This kind of messaging should also be delivered in a different way from B2C businesses. The best option would be participating in online and offline industry conferences and exhibitions, using email marketing, SEO, advertising services via trade journals, etc.
Sapar Karyagdyyev insists that it is impossible to boost sales in the media entertainment industry without a strong and experienced sales team. These are the people who are responsible for establishing a long-term partnership, and therefore, it is highly important to train the team to be effective, flexible, and to understand well another company’s business processes.
When developing a B2B marketing campaign, an entrepreneur should base it on market research and brand analysis. The campaign must consider a brand strategy, a short-term and long-term strategic marketing plan, and messaging platforms. It is crucial to make the brand stand out from competitors. According to the CEO of Gamingtec, one can find a unique feature of the company with implementing SWOT analysis to their business processes.
A brand strategy should also include an SEO strategy. Even though implementing it can be costly and long-term, it allows a company to improve its organic Google search ranking, and therefore, become more visible and trustworthy.
Apart from large companies with developed marketing and PR departments, small and medium-sized businesses can benefit from working with agencies that can help them define strategic and tactical communication plans. This cooperation will allow entrepreneurs to focus on their services while leaving the communication and creativity to professionals in their area.
In any case, a B2B company in the media entertainment industry should focus on a long-term partnership, and, therefore, find a balance between being stable and flexible, between being knowledgeable and friendly, between being trendy and following the proven ways of interacting.