Building Trust in B2B Marketing
Buyers don’t trust big companies anymore. Learn to make the sales process go a lot smoother.
Buyers are now more drawn to brands they can relate to and feel like it was made just for them. A mistake startups make when they are trying to build brand awareness is that they try marketing to everyone. So their offers are generalized, the copy doesn’t emotionally connect to anyone, and the design is confusing to some people.
Research from Harvard Business School found that trust in the ad transparency increased its effectiveness, meaning that when someone sees your ad and understands why they are seeing it, they are more likely to want to learn more.
Build Trust Wayyyyyy Before You Pitch
B2B companies are being pitched software services every day with all of them claiming more ease and time management for their workday.
Each software purchase should be seen as an investment that can bring returns in both time and money. Problem is, B2B buyers, don’t want to engage with sales until later in the customer journey.
So for B2B you should approach marketing and conversations as if they are the same thing and save the sales pitch for later. Preferably, you wouldn’t sell on social media, but once you connect with them through a different medium like email or voice.
Like former CMO of Slack Bill Macaitis brilliantly said, “treat every customer interaction as a marketing opportunity.” Conversational Marketing is a way to get to your audience actively engaged and moving through your sales funnel by having helpful conversations at scale.
Wait until they tell you their problems and needs, then present them your offer, why they need it, and why you’re the only solution. When you personalize your offer, the buyer feels more at ease engaging with you instead of feeling like they’re just being sold to.
Personalize Your Offer
Marketing to everyone gets more eyes on your brand name, but doesn’t convince anyone to engage with your brand itself. Your product is a representation of them, why would they want to represent something that doesn’t relate to them?
These days only the passionate, most personalized brands that really connect with customers will last. It’s not enough to just bring someone to your website, get a free trial, and hopefully, 10% of them convert to a paid subscription. Remember your software is a service, not just a commodity product.
Personalized brands make customers feel as if the product is a gift to them, something they have been waiting for. That’s a feeling you want to give to your customers. It allows people to be a part of something bigger than themselves. Being a part of your community gives them a feeling of purpose, trust, and status.
Make sure you put the right message, to the right person, in the right way.
— Omar 🏁 (@omarpriceless) February 11, 2019
Provide The Best Customer Experience
A great place to start is to ask yourself if you are giving the best customer experience in your industry? This can help you keep customers when people are looking for cheaper prices. We all know it’s easier to keep a customer then get new ones, so when you do get a customer, you want to keep them forever.
You want their experience to be smooth and exciting enough for them to recommend it to other people. This starts with the first interaction they have with your brand. Whether that is through a piece of content, webinar, or in person.
It is only when these interactions are positive and engaging that the customer then decides to dive deeper into actually trying your platform.
Can you imagine how many times Lyft or Slack was referred to someone by their friends or colleagues? This is what you want for your SaaS if your software is as much a relief for people as your ads claim it is.
Talk Benefits, Not Features
Keeping up with our customer-focused theme here, we want to make a point that it is not your product features that sell, but how much you benefit the customer.
If your software charges $49/month and they believe the benefit of it is worth more than that, then they will happily sign up. It’s that simple.
Most SaaS startups only focus on themselves and not connecting with people on how the software could help them day to day. It’s obvious they haven’t reached out to people to hear how their experience was with the product.
Build Social Proof
Out of all the software online, why should yours be the one they sign up for? How are you going to convince them of this? I mean, your competition is way ahead of you in terms of growth and they have a lot more funding.
It’s your job to outsmart and outwork the bigger brands. You can do this by front-loading the work and producing content that both connects with your audience and establishes your authority in the industry.
The Content Marketing Institute found that social media content is B2B marketers’ preferred method of paid traffic with 84% of B2B marketers using social media to promote their brand.
When you’re branding your startup, don’t market yourself like a giant retailer just trying to get foot traffic. Maneuver like a scrappy underdog and take advantage of the gaps in the market that the bigger companies are overlooking.
You’re never going to be able to spend more on advertising than them. They will pay the big YouTubers and other influencers, but you will be building something more important, which is trust in the community, and they will look at you as their own type of influencer.