Insurance businesses have many options when it comes to generating business growth. Marketing strategies like digital and social media marketing, paid advertising, pay-per-click (PPC) and outbound marketing all have benefits. An emerging player in the sale growth arena is B2B demand marketing, which can have profound effects on boosting your bottom line. What is B2B demand marketing, and how can you get the most from this sales strategy? In this guide, we will explore the best ways to leverage this powerful tool.
What is B2B Demand Marketing?
B2B demand marketing is a strategy where insurance businesses present product-based solutions to customers at all points in the purchasing funnel. Unlike lead generation, B2B demand marketing serves as a form of brand building/brand awareness tool that helps your business stay on the radar of potential purchasers; when they are ready to make a purchase, they are far more likely to turn to your insurance business for your products and services.
Why is B2B Demand Marketing Important?
This powerful marketing tool works so well because it identifies qualified leads from the very beginning of the company/client interaction and stays with them throughout the sales funnel. B2B demand marketing provides valuable insights into your company’s product-based solutions, even before potential customers identify a specific need for your products. Then, when the need is identified, your business will be front and center in customers’ purchasing options – in other words, customers will have you in mind even before they are ready to make a purchase.
Boosting B2B Demand Marketing Success
To begin leveraging the power of B2B demand marketing in your sales efforts, the most important consideration is messaging. A clear, concise message helps you get your point across quickly and reinforces why your agency is the best choice right from the beginning of the customer sales journey. Two key attributes of your messaging are:
- Your unique product/service offerings, which help you stand out from the competition.
- Why your product/service is ideal for solving the customer’s problem or fulfilling a specific need.
To gauge your customers and their needs, digital marketers often use tools like social media polls, consumer surveys, or focus groups. These tools can provide valuable insights into customers’ pain points, allowing you to tailor your B2B demand marketing message to suit their needs.
Improving Reach with Content
Content marketing is a popular choice for insurance businesses that wish to expand their customer base. Some of the same principles can be used in B2B demand marketing. To fix your business in the minds of potential customers, develop content that is informative and has intrinsic value in helping to influence purchasing decisions. One of the best ways to add information and value to content is by using your authority on a given subject. You know your products and services better than anyone, and you know how those products are designed to solve problems. Your authority builds trust between you and customers in the early stages of the purchasing journey, solidifying your place in their purchasing decisions.
This content should be freely available; in other words, customers do not have to make a specific request or action like signing up for a newsletter to receive access to this content. Content can be posted directly on your company’s website or shared via social media channels, blogs, or industry information resources.
When developing content, ensure that it is optimized for search visibility. With a few clicks of a mouse and some engaging information about your business and its products or services, you can potentially reach thousands of new leads. B2B demand marketing does not have to be difficult to add to your repertoire of digital marketing tools. This strategy has a proven track record of producing real results, helping your business to grow in revenue and market share.
About Neilson Marketing Services
Since 1988, Neilson Marketing Services has been implementing innovative marketing solutions and strategies for our clients in all areas of marketing. Contact us today at (866) 816-1849 to put our talent, expertise, and vast resources to work for you. Let’s make things happen, together!
