Every business needs a marketing strategy. Without one, it’s difficult to target your message to customers about how you can support their business needs and goals. The more you hone the message, the better customers understand the value you provide, which gives them an incentive to engage and transact with you.
POS solution providers need a business-to-business marketing plan that introduces their business and its capabilities to customers and keeps them aware of new developments and offerings on an ongoing basis. Marketing is especially important for technology-focused businesses because customers often have trouble understanding them. It’s up to the provider to connect the dots between the technology and the benefits to the customer.
In the digital age, POS solution providers have a wealth of options at their disposal to design effective marketing plans. While the need for face-to-face contact will always remain, you also need a strong digital presence for branding and ongoing communications. Effective digital marketing tools include social media, video streams, website content, SEO, email automation, and chatbots. A significant advantage of digital marketing is measurability. Thanks to analytics, you can track the metrics of marketing campaigns and make adjustments as needed, making it easier to see their impact on your bottom line.
Getting results from business-to-business digital marketing strategies requires serious work and planning. POS solution providers typically are technologists with limited, if any, experience in running marketing campaigns. So many shy away from it and decide to instead focus on what they do best – technology.
This is a natural response, but ignoring marketing can hurt revenue growth. And, yes, marketing requires investment – another reason budget-constricted providers forgo marketing. The old adage “you’ve got to spend money to make money” applies: Even small investments, with proper execution, can yield substantial results.
The good news is you needn’t spend a lot to create compelling marketing content, especially when leveraging existing resources such as your website, social media and email, which typically require more of an investment in time than money. A rethinking of how to use your digital
resources may be in order.
Perhaps you’ve never considered posting blogs, white papers or product updates on your website – or using social media to engage customers. These are ways to create excitement and turn customers into brand
advocates. One of those customers could deliver your next account by referring your company to a prospect based on thought leadership you’ve curated.
Why is digital marketing so important in a business to-business context? Think about where you turn to when looking for information on a new technology or a company, or just to catch up on the news – the internet.
Chances are your first thought is to Google it. Buyers are using the digital tools at their disposal. The practice isn’t exclusive to consumers; businesses do the bulk of their research online before deciding to invest in
cloud services or new computing equipment, including POS systems. In fact, 60% of purchase decisions are made prior to ever speaking to an educated sales person. If customers rely so much on digital tools, shouldn’t you leverage those tools to reach them? If you don’t, your competitors will – and get the business.