We all know that marketing is not a one-size-fits-all strategy. It has to be customized for each and every target audience. But what does that mean for B2B marketers?
We all know that marketing is not a one-size-fits-all strategy. It has to be customized for each and every target audience. But what does that mean for B2B marketers?
Brands like Goody Professional are doing the B2B food marketing right. Though reaching out to the foodservice pros is not a piece of cake but one marketing recipe with the right strategies can work for all. The bond between vendors and foodservice businesses is never one and done. Whether it is independent home cooks or big fast food chains, the management wants you to understand their business and have their back. In order to do so all you need is the right B2B food marketing content that meets their needs for relevant information and inspiration.
Following are the three game-changer B2B marketing strategies that can give you clear insight on how it all works:
1. User-Friendliness for a Picture-Perfect Strategy
Your B2B business homepage should tell stories instead of products. The visitor should be lured by the trendy dishes, interactive storytelling and all this accompanied by excellent photography. Features like this make your brand serve food pro visitors like a food porn. In a way this strategy feels not like B2B but B2C but you can clearly tell that it works for the audience. When visitors come to a homepage with a storytelling calling, which is done with high-quality photography, they understand the food service to be offering them exactly what they need!
For unique, healthy-minded visitors, carrot cake with maple labneh frosting made with the brand’s products sound like the healthiest thing on planet earth. No wonder this cake dish would be highly complicated to prepare but to the visitors using your product, it seems simple and easy. If you are able to give this experience to your customers, you have already sold them thousands of products.
User-friendliness comes with customization. You give your visitors customization by making them search and type their desired yield. It is in the technical process where decision makers think that interactive user-interfaces for your homepage are simple or exaggerated but they help engage and educate visitors immensely. Thus, interactive tools like these should not be an after-thought and be as interactive as possible.
2. Content Diversification with a Fluff-Free and Accessible B2B Marketing
Lin Carson is a food scientist. She identified a gap between centralized, reliable information-sharing in the baking industry. So she realized the need for a digital knowledge resource for bakery pros. Forums like these have intuitive navigation. Your site should categorize content in terms of encyclopedia, informative chunks about ingredients, processes and recipes that can be found without much complication. This saves the time for cooks who are looking for simple fluff-free facts to start with the process. You can even expand this marketing strategy by going beyond just a website. You can always start with a blog and expand towards a podcast, free cooking fact sheets, e-books and much more.
Your B2B business website should have a diverse but holistic content. In order to make this sure, your authors should always know who their target audience is, what they want and most importantly how they want it. Some of the technical processes should be kept short and they should rather be full of images. On the other hand, industry news and scientific topics should be kept informative but also engaging with simple and short sentences, bulleted summaries, visuals and occasional humor.
It is always asked how you make a food B2B business website fun? Well it is the food-related experiences and stories that makes it fun and interesting for readers to read and even want to comment on what kind of experience they have. For example, somebody knowledgeable can share their personal story with a food item, such as bread, how it enabled them to lose weight instead of gain it despite excessive eating. Stories like these are unique and readers would want to read it because not everyone experiences things like this daily.
3. Balanced B2B Food Marketing Content: Insights & Inspirations
Goody Professional shares a balanced amount of content on its website that keeps its audience engaged and eager towards an update. This is the right content B2B marketing strategy for food businesses. Recipes have their own value no doubt but you need to also educate the food pro readers about the industry news and insights, new menu development ideas and inspirational stories from other food experts. Live coverage of industry events gives an added advantage to your homepage. Some of the other tips include shortcuts to recipe links, short business advice videos and food leadership quotes.
If you have your own brand blog it does not mean that you cannot share really awesome insights from other brands. It is always healthy to share trade and business publications, industry articles and magazine interviews of people and things that may be directly or indirectly related to your B2B food business. Content like this always gives your customers and readers an impression that you are well aware of the trends in your industry and are not just sharing experiences about cooking stuff with closed doors. Furthermore, it also highlights your earnestness towards keeping your audience and customers informed and updated.
B2B content marketing strategies means to create different marketing strategies for different types of people in the same company. Remember when in any business course they tell you about persona? Well, now you have to think about the different personas you will be targeting with your marketing messages. For example, if you are a product manager, then your target audience is other product managers who will use your product. They would want to hear about how it can help them do their job better and make their lives easier. But, if you are a CEO then your target audience is other CEOs who might invest in your company. At the end of the day, every person should be contributing towards the main goal of your B2B business, which is to attract, engage and entertain audiences to the point where they end up being your loyal customers.
