Showing posts with label Recession. Show all posts
Showing posts with label Recession. Show all posts

Saturday, September 2, 2017

Effective B2B marketing during recession

Effective B2B marketing during recession
The world has just experienced the worst global economic recession during the last years. With the start of 2010 every body is willing to see a positive change in the economy through out the world. Some major economists have claimed that the recession period is over. Moreover, some major economies of the world showed positive trend in their quarterly GDP. It looks like everything is going to run smoothly very soon.

B2B is one of the sectors that suffer whenever recession hits an economy. The purchasing power of the power tightens and eventually the demand of businesses for purchasing different products and services also goes down. It is always considered difficult by the b2b marketers to attract visitors and make them loyal customers. During the recession period when people do not possess purchasing power it gets even more difficult to do that. In such conditions some b2b marketers stop marketing and advertising of their products, cutting down the marketing budget or reducing head counts to balance the profit and loss. All these acts by the b2b marketers create problem for them when the recession period ends. A lot of b2b marketers after implementing such strategies during the recession period lose customers as they did not market their products timely and then they have to put an extra budget on marketing to attract more customers. Moreover, reducing the head counts also creates difficulty for them in retaining the employees. Ideally, they should bring a change in the marketing and advertising strategies during recession period but those strategies should be profitable in the long run. One of the most important strategies during the recession period is to retain the old customers. More focus should be on old customers as they are an important asset to the business. Keeping up with them and bringing them what they want during the recession period will lead them towards being loyal. Another way of marketing and advertising during the recession period is to bring the best value to the consumers. Marketing is the only tool through which a number of customers can be attracted by any business. Therefore, any changes in the marketing and advertising strategy should be made carefully. Besides, with the start of 2010 the global economic recession is headed towards improvement and the economies are recovering, still these things should be kept in mind. 2010 should be viewed as the best time for B2B marketer as the major economies are recovering from crisis and a game plan could be set in advance to avail this opportunity.

William King is the director of UK Wholesale Suppliers & Free Trade Wholesalers Directory: , Wholesale Trade Suppliers Manufacturers & Wholesale Dropshippers: , Wholesale Dropshippers & Wholesalers Dropshipping Product Suppliers Directory: and Canada Wholesale Suppliers and Dropshipping Directory: . He has 18 years of experience in the marketing and trading industries and has been helping retailers, entrepreneurs and startups with their product sourcing, promotion, marketing and supply chain requirements.

Sunday, August 20, 2017

Two B2B Recession Marketing Powerhouses

Two B2B Recession Marketing Powerhouses

You know you should be marketing your B2B nutrition business hard - now more than ever.

But the reality at your desk is a different story. You've got more projects to manage. More pressure to produce results and - in many cases - less people to get it done with.
The key is to market smart.
And there are no two better tools for cost-effectively marketing your business than a good website and a good white paper.
The website is a clear given. In fact one recent MarketingSherpa study revealed that 60% of business executives reported going to a company's website to check them out before agreeing to meet with a sales rep or contract for services or products.
In a recent Nutrition Business Journal article I authored on ecommerce, one marketing consultant emphasized that for business-to-business marketing a website is key to the lead generation. Where else can you provide the level of information up front necessary to jumpstart the complex sales process? Not to mention for such minimal cost?
With effective search engine optimization and strategic ppc ads, you can get traffic to your website.
But traffic is just traffic. The real question is: How well are you holding on to these interested prospects and turning them into leads for your sales force?
Enter a good white paper. A white paper (or free report, or guide) is an educational marketing piece about 6-10 pages long. Its focus is on educating, not selling outright. A good white paper provides good information that helps your prospects understand the value of your offer. And while it doesn't explicitly sell your product or service, it has your company's stamp on it, positioning you as a solution to your prospects' problems.
The white paper serves as an excellent tool for trapping traffic coming to your website. Unlike the information visitors read right on your website, a white paper is something they take with them when they leave. You give it to them for free. But you require one thing: That they leave their contact information behind.
They leave with some valuable information. And this information, if presented well and of real value, may be passed on to several more people. And as for you - you no longer have just traffic, but the contact information for a lead that you can continue to market to. 
In the current economy, companies are reporting that sales cycles have lengthened. It takes more information, more touches to convince your lead to convert to a sale. What better way to start this cycle off right than a good website and white paper that they can take home with them.
For a more in depth discussion of how to make websites and white papers work effectively for your B2B marketing in this economy, get a copy of my latest report on using white papers and websites white papers and websites effectively for B2B marketing. 

Sarah Clachar is a freelance health and wellness copywriter and a contributing editor to Nutrition Business Journal. For more information about health copywriting and marketing or to inquire about her services visit her website