FX Back Office

CHRISTINA IRAKLEOUS Chief Marketing Officer at FX Back Office

Catching the eye

Q Standing out from the crowd in a competitive B2B market is a challenge, but the benefits are indisputable. So, how do you do it?

Brand awareness is priceless and setting yourself apart from the competition is key. But, just how do you do that? B2B products or services are often, dry, functional things that don’t help themselves when it comes to generating buzz. However, there are certain approaches you should be taking.

Firstly, keep an eye on the competition. Don’t waste time creating products that are already out there: innovate, don’t imitate. By all means, take a little inspiration from the market, but then run with it to create something better.

Focus on a niche market. You’re good at what you do, so don’t spread yourself too thin, it’s a waste of time and money and your understanding of the market beyond your niche probably isn’t great.

Forget the elevator pitch, focus on telling your customers, or leads, how your product solves their problems. Come around to the cost last, and remember that new leads might only buy in if you’re saving them money.

Don’t pay Google. By that, we mean that great, SEO-optimized content is much more cost effective than paid ads when it comes to attracting customers. Generate your own content, focused around keywords tied to your products. Work on readability, create enjoyable content. Don’t worry about the numbers, it’s about producing a wealth of content that people in your industry will benefit from. Create a knowledge base and people will begin to associate your brand name with good ideas.

Communicate with your clients on a monthly basis. Create tailored messages for each company, drawing on the information they’ve given to you, focus on up-selling, cross selling, and retention.

At the end of the day, creating useful content, doing so regularly, communicating clearly and often, and ditching the fierce sales pitch are going to make your business stand apart from the competition, drive growth and make you money.