Know-How Exchange : Student Questions

The first thing you need to do is get to know your primary target audience. What's important to them? How do they evaluate products? What are your company's perceived strengths and weaknesses? What's on customers' wish lists? What worries them or keeps them awake at night?

Then assess your brand vis-a-vis competition, looking especially for opportunities to introduce changes/improvements to your product.

Once you have a product you believe people will want, ask how they typically learn about products in this category. Start by sticking with the "tried and true" approaches while you explore and test new methods.

"They want to increase their visibility to reach potential clients."

The "they" and "their" part of this bit needs realigning ...

"They work on a B2B basis, which means there are a lot of intermediaries involved."

The "they", "B2B" and "intermediaries" bits of this part need revisiting.

"They would like to know how they can reach the initial clients, thus creating a strategy for increasing their visibility."

The "how they can reach" and "their visibility" parts of this bit are off kilter.

All of the "they" thinking on the part of this company shows an abject lack of understanding on someone's part about the way business relationships create lasting partnerships.

So you need to dig deeper here.

Much deeper.

First, the company's management, whatever they are selling, needs to remove their egos from the equation and they need to accept—whether they like it or not—that what THEY want is irrelevant.

I've no idea which niche these people are in but if they think this is all about and only about reaching potential clients they're looking at the wrong problem through the wrong end of the frigging telescope.

No one's going to buy anything from these people if they simply show up on a scene without having done ANY groundwork in terms of finding out who is best suited to the solutions they're offering and who is in the most pain and in the best position to take action.

First, let's ditch the notion of B2B: someone somewhere needs to speak to someone about someone's issue. Businesses don't do business with businesses—a person WITH a company needs to connect with someone with ANOTHER company. There's got to be mutual connection of some kind.

A decent place to start creating these kinds of relationships is LinkedIn, via contributions to questions in related groups, via thoughtfully written, carefully crated articles and opinion pieces, and through someone in sales or marketing finding someone somewhere with a problem this company can solve and by addressing the deeply felt need or concern—NOT by trying to sell something.

There's more, but this'll do for starters.

The target client may or may not be interested in the company's product/offering directly. Some offerings require customization by a third party, and others may be better at this than your company. But you start by interviewing current/past clients to better understand their decision making process and see how you could insert your company into their selection process.

In order to increase visibility and win new business for a B2B company, it is necessary to adopt B2B sales strategies by the experts (https://www.lusha.co/resources/lead-gen/sales-prospecting-10-tools-5-killer...)
You need to think about the link earning which is a procedure of connecting leadership and educational content with other promotional websites. You can encourage other business websites to link to your content to drive visitor’s traffic to your site and to boost your website authority. Once you obtained adequate visitor traffic on your website, your company will ultimately get brand recognition in the market, and you can quickly achieve your business goals.

You can also think about the useful and impressive way of email marketing. You can advertise your services to other companies by sending emails and get visibility for your business. If you approach to email marketing strategy and with your end-user in mind, then you can get significant results for your efforts. You can send educational emails to provide informative content to the companies as these emails will provide information to the reader without asking anything for return, and you can also send offer emails to the companies to do something such as download the presentation and hoping to move to a deeper level engagement with them