Occasionally, it’s a good idea to take stock of your marketing tactics to see if you need a refresh.

About half of B2B buyers do research while making buying decisions. Are you making that search easy to find for your potential customers? Are you leveraging all your SMEs and social channels?  

For B2B software companies, getting the attention of CEOs and high value decision makers can be difficult. But it doesn’t have to be. For some under-the-radar marketing tactics that will grab the attention of B2B buyers, try these:

Create a seamless user experience. Visitors must be guided through the buying process. According to the 2018 Demand Gen Content Preferences Survey Report, 66 percent of B2B buyers want easier ways to access content. That means a seamless user experience that involves fewer form fields to fill out and more single-click options. That means create simple-to-use channels for communicating with customers. And it means converting your homepage, and every page, into a potential landing page where you can attract buyers with valuable information and powerful calls to action.   

Optimize your interactive content for voice search. Local businesses are embracing the power of voice-enabled speakers with names like Amazon Echo, Google Home, and Apple HomePod. That’s because voice search is on the rise among customers, and as the sales of Google Home begin to outpace Amazon Echo, chances are good business buyers are going to start asking Alexa, Cortana, and Siri about software solutions. Be ready with unique, valuable content optimized for their inquiries.

Have interactive infographics, product tours, and quizzes ready for questions like “Siri, can you show me the benefits of enterprise-grade cybersecurity?” or “Hey Google, what kinds of features should I look for in a CMS?” The one-two punch of interactive content and voice-optimized content will differentiate your brand from the pack.

Send physical mail. Wait, what? Yeah, it’s one of the best ways to get someone’s attention in this hyper-connected, digital world. Depending on your brand style, it could even be whimsical. For example, when we were in the tech publishing space, we frequently got strange boxes from software vendors filled with novelty items. Swag like coffee mugs, pillows, and keychains, and even interactive books customized with our names. These were always pleasant surprises that shook us out of our deadline-induced doldrums and forced us to pay attention to stand-out companies.

B2B software companies can easily do the same kind of thing. Send a prospective buyer a pillow in the shape of your logo and they’ll remember you. Include a handwritten note and a USB drive with a demo of your software, and that buyer’s sense of reciprocity will kick in and help you start a dialogue.

Believe in a cause. Millennials, who are likely your main buyers, are a cynical and negative bunch. According to a 2018 Deloitte survey, only 48 percent believe businesses behave ethically. But when given the option, millennials will follow a brand that champions a socially responsible cause. During their research, they want to see a company aligns with their values. Like Microsoft, your software company can display its code of conduct, guaranteeing you comply with a set of ethics. Like Microsoft co-founders Bill Gates and Paul Allen, your CEO can contribute to philanthropic causes. Or you can show off the diversity—one of the top concerns of Gen Y and Z—of your team of employees and engineers.    

Don’t forget LinkedIn (or your SMEs or testimonials). Ignore those random “Please connect with me” invitations and prioritize and focus on your audience. Chances are good—great, even—they’re using LinkedIn, the platform of choice for 92 percent of B2B buyers. Have your CEO (or a content marketer) write thought leadership articles that your employees can share. Focus on an aspect of your niche that no one has thought about before. By offering a solution in your article, you’ll increase your credibility and boost trust in your readers.

Or leverage the Subject Matter Experts (SMEs) within your ranks to help with video content and blog articles that can get shared within LinkedIn and on other social media sites as well, including Facebook and Twitter. By hitting all your channels, you’re not just sharing your content, you’re amplifying it. Then, track the clickthroughs and reach out to the best prospects.

Or ask a recent buyer for a testimonial. When it’s time to sell to a new buyer you can link them to the customer review for an instant credibility boost.

We’ve got plenty more under-the-radar marketing tactics in mind for your brand. Want to know what they are? Contact us and we’ll share them with you.

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