Mistakes – Indian B2B Make in Marketing strategies

Are you doing THESE?

Overview

B2B businesses have always taken long time to change or re – work on their marketing strategies. Since earlier in 1970s and 80s they enjoyed monopoly business. Which emphasized any Indian company considering to import from international sellers had to obtain NOC from Indian B2B manufacturers of same line of products. This lead to the development of sloppy attitude and less focus on marketing. With change of policies for international B2B companies, these attitudes lead to either their closure or stagnant growth. The ones, who changed, stayed in business and experienced growth.

B2B Marketing Issues

Company doesn’t have a website

Most common problem with Indian B2B businesses, they don’t own a website of their organization, zero online presence. Most buyers are searching online; not having a website is as good as not running the business.

Have a Website but only you visit it!

• Most B2B business design a website just for the sake of it, without having any vision or marketing plan.

• The websites are designed in old format of tables, without any conformity to W3C guidelines of Google, no meta tags in the website, etc.

• This is as good as not having website as it is difficult for search engines to crawl or rank it on search engine.

Website focuses on products only

B2B organizations focus on offering products, rather than solutions, but buyers are looking for solutions. So focus on increasing engagement with buyer for influence during research process.

Depend on Referrals for leads

With buyers increasingly dependent on search engine and engagement oriented communication, the dependence on word – of – mouth is less, though it is helpful for initial meeting, but cannot wholly depend as lead generation activity.

Mass Emailing campaign• This concept of mass email

often leads to blacklisting of servers by firewall.

• Also results email reaching in SPAM folders instead of inbox of the customer.

• B2B organizations need to build strategy for building mailer list, of customer who wants to receive information.

Digital Marketing• For B2B organizations digital

marketing means, paid profile on Indiamart or TradeIndia and focus on SEO of the website for lead generation.

• Social Media is the last thing they ever plan to venture.

• In Social Media focus is on getting likes and followers.

• All the strategies are focused on lead generation, instead of engagement.

• But engagement has to be top priority, while lead generation is outcome of engagement.

Changing Nature of Search• With launch of Google Humming Bird search engine,

focus is more on social shares and engaging content, rather than backlinks for ranking.

• Most buyers are pre – informed as they venture in prior search for information for solution. It is important for B2B to be a part during this period to influence decision making process

• Focus on maintaining on-going relationship, rather than when required. With changing times it is beneficial to become solution provider, instead of product seller.

I Tweet @ https://twitter.com/inspectordhola I Blog @ http://www.mosesgomesblogs.blogspot.in/My ppt @ http://www.slideshare.net/gomesrelations My profile @ https://in.linkedin.com/in/mosesgomesMy Friends @ www.facebook.com/moses.gomes I answer queries @ http://www.quora.com/Moses-Gomes On Google+ @ https://plus.google.com/+mosesgomes My photos @ http://instagram.com/mosesvgomez

Moses Gomes