B2B marketing on a budget – 6 strategies to maximise your resources

So, you are a small business that is just ticking along but you know that your product is great, why do your customers not see this too? A few more sales could really make a difference, but you don’t have a big marketing budget to set the industry alight.
Here are a few simple tips of how you can ensure more sales at minimal or no cost to you.

1. New customers

Creating new leads is the number 1 on businesses’ wish lists, but how do you do that without resorting to cold calling? First – don’t cold call, I am sure there is a well-oiled script that everybody in your company reels off every time they receive a spam caller. Make sure you are visible online, convenient and quick to use, and easy to understand. Make sure your potential customers can find you online on those platforms they use. This presents you with a free way to advertise yourself, so make the most of it. Fill in your bio on all the big-player-sites such as Facebook, LinkedIn, Twitter, Google+, Pinterest, Instagram. Link back to your website. Use relevant hashtags and keywords.
Engage with customers in your industry by liking, commenting, retweeting and sharing their content.

2. Improve customer experience

62% of customers will spend more on a simple buying experience. Make sure your website is mobile-friendly, fast, easy to navigate and tells your customers clearly what you do. Have your contact details easily accessible and only put things on there that are interesting or important to your new and existing clients.

3. Remind your previous customers of your existence

A sale should not be where the relationship with your customer ends. There could be a million reasons why they have not come back – so send them an email or a letter. Offer a discount or a freebie next time they buy. Give rewards for referring your business to their network. If a customer returns and has a hassle-free experience, they halfway to becoming a loyal customer. The minimum follow-up should be to ask for feedback, this gives you data for testimonials.

4. Only useful, important, entertaining or exciting content

What are the kinds of questions you are answering all the time? For every time you have explained something in person, there are at least 100 people trawling the internet for answers.
You could:

  • Do a video tutorial or introduce a new product
  • Write a How-to guide
  • Write content in ‘list format’ such as this one. No more than 10 – nobody is interested in a ‘Top 40’ and it is wasted content
  • Use infographics that are informative/important to your audience
  • You can use these across your email marketing, social media pages, and your website
  • You can recycle some of the best performing post a few months later
  • Share relevant 3rd party content
  • Include customer testimonials in your online presence
  • You could even turn these into a slide show video (30 secs max.) – videos rank highly on engagement
  • MOST IMPORTANTLY – be active online and give your customers stuff they want to read or watch, or stuff they didn’t know was important to them
5. Create a loyalty/reward system
  • customers collect points to get free stuff
  • or you give them exclusive promotions or discounts if they come back within 30 days or spend over £££
  • Offer rewards for referring up to 3 new customers
6. Prove of how good you are – Industry awards
  • Most industries have awards that set the standard
  • Gives clients confidence in your business and is proof of your credibility and expertise
7. It’s party time!

Well, depends on your line of business or industry I guess. The term ‘event’ is probably more appropriate. This could be:

  • Online – offering a day or week of bonuses, discounts, deals and competitions
  • A real-life event to tempt new and existing customers to visit you
  • Opportunity to answer questions or introduce a new product or range
  • Create an inviting atmosphere, a buzz – drinks and nibbles, maybe a DJ if your budget allows
  • free samples – or any free stuff
  • A competition, giveaway or a raffle – basically free stuff

This allows for interesting content in the build-up. Use good-quality pictures on social media announcements or flyers and distribute across all your online platforms. Competitions make for online engagement. And finally, why not print some flyers and hand them out? It’s simple and cost-effective. These tips will help you to find new leads, strengthen existing ones and hopefully get people talking about your business.

This Can Happen

This Can Happen

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Partnering with Colour Me Social has played a big part in amplifying our content and communicating our brand message to a broader audience. They are very flexible and swift to implement anything we ask of them. I would definitely recommend them to anyone looking for a reliable and flexible marketing partner.
Caroline Carr
Marketing Director

Client Description

This Can Happen is an innovative and solutions-led conference for companies who recognise that staff need support to deal with mental health issues affecting them, their colleagues or their families.

This Can Happen was founded by Zoe Sinclair and Jonny Benjamin MBE, inspiring mental health advocates who have taken the next step to convert awareness into action and make prevention a top priority for businesses across the UK.

Client Profile

Location
United Kingdom
Website
www.thiscanhappenglobal.com
Industry
Mental Health Care
Service
Mental Health Services
Headcount
11-50 employees

The Challenge

This Can Happen needed social media support for live streaming events planned for 2020. Since the landscape changed because of the Covid 19 outbreak we supported the new normal by offering a full social media coverage for the events.

  • This Can Happen – Empowering Workplace Mental Health Conference
  • This Can Happen Awards in association Allen & Overy

Services Offered

  • Content Research and Strategy
  • Social Media Management
  • Engagement Growth
  • Audience Growth

Our Approach

Colour Me Social worked closely with This Can Happen to support the team for the big online events that happened in 2020.

Colour Me Social designed and prepared the content strategy for the events by working on the visuals, hashtag strategy, audience growth and engagement improvement actions.

Interested in finding out more? Let's talk...

Risk Business

RiskBusiness

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Colour Me Social has partnered with us for several years and support our digital marketing strategies. They are a great partner to have on board as they are both pro-active and flexible. Really impressed.
Mike Finlay
Chief Executive

Client Description

RiskBusiness is a global provider of governance, risk, audit, compliance and intelligence (GRAC) solutions to the financial services industry, with more than 220 clients internationally.

Client Profile

Location
United Kingdom
Website
www.riskbusiness.com
Industry
Financial Services
Service
Risk Management and Governance Services
Headcount
11-50 employees

The Challenge

RiskBusiness needed help with engagement, audience and LinkedIn growth. Increasing the exposure of the freshly produced monthly reports through prospecting was the main focus since RiskBusiness partnered with Colour Me Social.

Services Offered

  • Content Research and Strategy
  • Social Media Management
  • Engagement Growth
  • Audience Growth

Our Approach

Colour Me Social developed a yearly social media plan that included content curation and creation, audience growth and prospecting via LinkedIn.

Interested in finding out more? Let's talk...

Lena Hills Apothecary

Lena Hills Fine Apothecary

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Colour Me Social has been instrumental in creating and managing all of my paid campaigns and growth strategies. The team there has helped me to build my brand, and I look forward to working with them for a long time to come.
Lena Hills
Owner

Client Description

Lena Hills Apothecary produces and locally sells natural plant waxed candles paired with essential oils and fine fragrance.

Client Profile

Location
United Kingdom
Website
www.lenahills.com
Industry
Retail
Product
Natural Wax Candles
Headcount
1-10 employees

The Challenge

Colour Me Social helped Lena Hills to increase engagement and audience growth on Instagram and delivered sales with Facebook Conversion Ads.

Services Offered

  • Content Research and Strategy
  • Social Media Management
  • Audience Growth
  • Paid Social Ads – Facebook

Our Approach

Colour Me Social developed a custom Instagram growth strategy that included, daily relevant follows of accounts, engaging with content and creation of Instagram stories.

We used Facebook carousel ads and videos to showcase the product line and drive conversions to the website.

Interested in finding out more? Let's talk...

Kingswood At Home

Kingswood At Home

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We have been working with Colour Me Social for over two years as they support us with our organic and paid social, and we couldn't be happier. They are great to work with, super flexible and quick to implement new strategies. We'd highly recommend them.
Dan Dark
Managing Director

Client Description

Kingswood At Home is a company for contemporary and traditional Shutters, Blinds and Bespoke Wardrobes and fitted Bedroom Furniture.

Client Profile

Location
United Kingdom
Website
www.kingswoodathome.co.uk
Industry
Furniture
Product
Bespoke Shutters and Blinds
Headcount
11-50 employees

The Challenge

Kingswood At Home needed help with social media management and the lead generation process supported with paid social media ads.

Services Offered

  • Content Strategy
  • Audience Growth
  • Paid Social Media Ads – Facebook
  • Paid Social Media Ads – Google

Our Approach

We’ve developed a visual content strategy for their brand and worked on Facebook Lead Generation Ads and PPC Campaigns.

Interested in finding out more? Let's talk...

Core Talent Recruitment

Core Talent Recruitment

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Colour Me Social has worked with us for several years now and has helped us to manage and develop our social media presence, especially on Twitter and LinkedIn. They have significantly grown our audience reach and curate and share some very relevant and interesting content to keep our social channels vibrant and active. They are very responsive, and we enjoy a strong working relationship.
Kathy Koomson
Head of Brand and Marketing

Client Description

Core Talent are specialist UK wide recruitment consultancy with drive, transparency and sector expertise. They deliver an honest, expert service – while using market knowledge to add real value to the recruitment process.

Core Talent supports specific sectors and industries to include: Executive Search, Consultancy services,  Engineering, Manufacturing and Construction

Client Profile

The Challenge

Core Talent needed a hands-free social media management solution and a content strategy that supports their business style.

Services Offered

  • Content Research and Strategy
  • Social Media Management
  • Engagement Growth
  • Audience Growth

Our Approach

Colour Me Social worked on improving engagement, audience growth and quality of the content by producing a social media management strategy and a competitor analysis.

Interested in finding out more? Let's talk...

Leading Low Code Platform

A Leading Low-Code Dev Platform

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It’s really helped us grow. We can see how our social media presence is growing and how our lead data base is expanding on their real time social media platform. Our social media goals were met.
Lanre Oloniniyi
Co-Founder

Client Description

Bosbec WE is a tool where you build IT solutions with pre-configured components – online, cloud-based and fast. Create unique solutions as a standalone system for your organisation, or to complement systems that are already in place.

Client Profile

Location
Sweden
Website
bosbec.com
Industry
Information Technology
Product
Low Code Software
Headcount
11-50 employees

The Challenge

Colour Me Social worked with Bosbec on improving overall social media performance, developing SEO driven content strategy and generating leads with paid social media ads.

Services Offered

  • Content Research and Strategy
  • Social Media Management
  • Engagement Growth
  • Audience Growth

Our Approach

Colour Me Social developed bespoke content strategy and worked on generating leads with social media paid advertising tactics.

Interested in finding out more? Let's talk...

The future of B2B marketing

We all know that cold-calling is very much a thing of the past and this will affect the status of B2B marketing. We all hate to be cold-called and are most likely going to ignore anybody who tries to do it. Most of all, it does not inspire trust and confidence in a company. Nowadays two thirds of a buying decision are achieved through online research.

According to recent research quoted by LinkedIn about 75% of B2B buyers use social media as part of their buying decision. 50% use LinkedIn as a source for gathering information on who to buy from, whilst 76% of them prefer to follow recommendations from within their professional network.

LinkedIn Prospecting

Selling your business and services to prospective customers has never been so easy as it is now with LinkedIn. At the click of a button people can look at a list of businesses that provide what it is they need. Therefore, you have to make sure that your LinkedIn profile is up to scratch and gives customers the first impression you want them to have of you.
Make sure that your profile is always up to date and links up with your website, Twitter, Facebook and contact pages.

Due to our constant information overload and fear of data breaches by social media companies, consumers want to find straightforward advice and solutions to their queries. So, while businesses might find you on LinkedIn and do their research on you, it is far more important that your website is search engine optimised and provides customers with clear information that is relevant to them.

The simplest way to get more B2B connections inside your industry is by being active online. Join LinkedIn groups for joint interests and discussions. This is an area where you can engage with likeminded people within the relevant industry, answer questions and establish relationships. This is not hard selling, it is speaking about your specialist topic and gaining others’ trust in your abilities.

Widen your prospecting scope

When you trawl through the profiles of users you interact with, you can widen your network even more by engaging with their secondary contacts. The more connections and interactions you have online, the more engagement you will receive back.

This exposure will gain trust in your brand and make customers more familiar with you. Any of the connections you have made through groups or by adding your bit to a discussion will mean that these contacts will also come and look at your profile.

If you have pictures, positive feedback or any upcoming events, let them know. In the same way that you might look at a profile and try and figure out who leads the sales team or what services are available, put yourself into a potential customer’s shoes and think about what it is that you would want to find on your profile.

What are the most commonly asked questions you get asked and can visitors find the answers easily on your website? Transparency and ease of use are the buzzwords when it comes to customer experience nowadays.

Put your name on the Pulse

If you have something to say about a topic, why not write a short article and publish it via LinkedIn Pulse? All your connections will receive a notification and in no time,  you will establish yourself as a professional persona that is seen to be trustworthy, in-the-know and proactive. This will increase your authority and your posts can easily be shared by users for even wider reach.

None of these tactics feels like the pushy sales scripts of yore that make people shut off immediately. You are not required to say, ‘You should buy X because we believe that we are the best in this industry, with 20 years of experience’.

This is much subtler than that. You answer genuine questions with genuine knowledge, have conversations about topics that are relevant to you and your clients and build relationships based on trust, hopefully turning strangers into customers and then loyal customers who will be the backbone of your business for years to come.

Orbitt

Orbitt Capital

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It’s really helped us grow. We can see how our social media presence is growing and how our lead data base is expanding on their real time social media platform. Our social media goals were met.
Lanre Oloniniyi
Co-Founder

Client Description

Orbitt is the first Africa-focused deal origination and business development platform. With over $1.3bn of active investment opportunities, 450 institutional investors and the full range of investment service providers Orbitt is digitising the African investment ecosystem alongside their members and partners.

Client Profile

Location
London, UK
Website
orbitt.capital
Industry
Information Technology and Services
Product
Software
Headcount
11-50 employees

The Challenge

Managing fast growing business meant that the Orbitt team didn’t have the experience and time to amplify their social media presence.

Orbitt started working with Colour Me Social to meet their brand awareness objectives and to improve the overall social media growth and engagement.

Services Offered

  • Content Research and Strategy
  • Social Media Management
  • Engagement Growth
  • Audience Growth

Our Approach

Colour Me Social conducted a competitor research in order to define the quarterly content strategy. The content strategy gave clear directions on best performing content style, social media post designs, audience growth and engagement improvement tactics.

Colour Me Social delivered a full-service expertise, from content creation and curation to refreshing the bran and producing engaging social media creative assets.

Interested in finding out more? Let's talk...

Now you can proactively grow your LinkedIn company page

Good news. Now you can proactively grow your LinkedIn company page.

If you have been struggling to grow your LinkedIn company page followers, there is some good news in the form of a new LinkedIn feature.

Organic growth of your LinkedIn company page can be incredibly tough to achieve. It’s possible, of course, especially if you have a good number of employees that actively share your company page updates to their personal profiles. Or you have loads of great content, including videos, events, fun office happenings or a cute company dog. Also, If you are a big business that people want to work for or with, you will have lots of followers too. But, for most small companies, reach, and engagement generally comes from personal profiles.

You could try to grow your followers with paid ads. However, that might not be ideal as the cost per follow is high, and you might not be in a position to invest financially in paid social media ads.

What LinkedIn has rolled out recently might be the answer you have been looking for. Similar to Facebook, they have introduced a new functionality that allows you to Invite your connections to follow your page.

To do this, you will need to be an admin of the company page. However, LinkedIn allows multiple admins, so it’s possible to increase reach by including as many admins as you can in this activity.

We have been witnessing a lot of positive changes on LinkedIn in the last couple of months. It’s good to see that the social media network with the strictest privacy policy is finally giving us tools that can help us grow and improve the social media presence of our companies.