B2B International
B2B International

August 6, 2015

How to Develop an Effective b2b Promotional Strategy

For those of you who received our 2015 Calendar, you will know that August is all about promotional strategy. Promotion plays an important role in any marketing strategy, and embracing new promotional opportunities and developing the optimum promotional mix is crucial to success.

New customers are the lifeblood of a company. With new customers comes increased revenue and, more importantly, repeat custom. Winning these new customers requires investment in promotion.

In the past, promotional strategies for most b2b companies centred on a limited number of tools. These included directory entries, adverts in journals, direct mail, PR and exhibitions. This meant that while deciding on a promotional mix was a relatively simple decision, it was also expensive.

Nowadays, there are a host of new alternatives to the traditional media listed above. Websites offer a great opportunity to showcase your company and everything it offers. They are a company’s shop window and often the biggest source of enquiries. Other new tools such as banner advertising, native advertising and retargeting also offer great opportunities to promote a company to potential customers.

With all these tools now at the disposal of the modern day marketer, careful consideration is needed to develop an effective and optimised promotional mix that delivers against the business and marketing goals of the company.

In our latest featured article, we discuss the wide range of tools available in more detail, including how to piece them together to develop an effective promotional strategy. To read the article, please click the link below.