7 Deadly Sins of Small and Medium B2B Business Marketing

Let’s face it, gaining customers is hard. Here are some of the pitfalls to avoid in marketing your B2B business.

1. DIY – Do It Yourself Marketing

Most small and medium businesses have tight budgets which often leaves entrepreneurs with a do-it-yourself mindset when it comes to marketing. Wrong. Even though this strategy seems to be the only alternative and can work in the beginning, as time goes by you need to re-evaluate what your time costs as entrepreneur vs. outsourcing. Being caught in the daily operations, human resource issues, sales and so much more, you will hardly ever be left with enough time to do your marketing justice.

Bottom line – Get professional help.

2.  Magic Silver Bullet Marketing

It’s easy to think that a single event, Google AdWords campaign, billboard or email blast that will rake in the customers by the dozens. Think again. Marketing to the point of lead conversion relies on building trust by consistent engagement over. For example a potential client may see your branded vehicle, then read about you in a magazine and lastly conduct a google search for your services to find your website ranking at the top. All of these interactions have affirmed your legitimacy to service their need. It is therefore important to make sure you activate multiple touchpoints to engage your target market.

Bottom line – Decide on top 3 – 5 marketing initiatives that will get you maximum results.

3. Thinking that marketing costs big bucks

Let’s be honest, most marketing efforts do cost money. BUT there are also clever and affordable ways to carry out marketing efficiently. If you take Nando’s vs KFC for example. At one point Nando’s marketing budget was 15% of KFC’s and just as effective, if not more. How did they do this? By staying true to their brand through relevant and catchy content.

There are other smart actions you can follow – for example posting projects on your personal social media, placing stickers on products with your marketing – for example if you are in the air-conditioning business, to leave a sticker with your contact details on every air-con installed.

Bottom line – There are creative and affordable ways to engage clients.

4. Not tracking results

You can’t manage what you don’t measure. Not tracking the performance of your marketing efforts can leave you in the dark. It may be as simple as adding Google Analytics to your existing website or asking where new clients first heard about you.

Bottom line – Set measures in place that help track and improve performance.

5. Disconnect with sales

Separate camps for marketing and sales is a big no-no. Together these two can be a powerhouse maximising key touchpoints in the client journey such as budget season and call for proposals. More importantly the two needs to work together to channel and keeping leads hot ultimately converting them into deals.

Bottom line – Get sales and marketing around the same table.

6. Neglecting your database

Effective database management and maintenance is essential especially when it comes to B2B marketing. It is not a very exciting part of marketing, but your database is key to engage existing as well as potential clients on a regular basis through product mailers and news updates.

Bottom line – Set disciplines in place for ongoing database maintenance.

7. Inconsistent messaging

Every day people come into contact with millions of brands and marketing messages. To be remembered you need to have a strong message that is being communicated in a consistent way. Inconsistent use of your logo and other elements such as branding looks careless and unprofessional.

Bottom line – Decide what sets you apart and communicate this consistently.

Of course we at Kukula are here to help you along your way and have various solutions for solving your marketing shortfalls. Give us a shout to help you figure out something that is not only suited to solving your problems but also fits your budget and most importantly GETS RESULTS!

Go to – Kukula Marketing website
This post was written by Tina Bodill
Tina heads up Kukula Marketing and loves getting her hands dirty on solving marketing problems from strategy, to brand development and marketing project execution mostly for Medium sized B2B Businesses.

She is a mom to a little human, a pug and a sausage dog and loves vintage Mustangs.