Today, we’re talking about promoting and selling B2B sales and B2B marketing strategies. In essence, selling B2B products and services right now, in today’s landscape, online. We’re going to get into automated webinars too.
It’ll be loosely based on this article: How To Promote A B2B Product Or Service Right Now
Welcome to today’s episode of Get Shit Done Daily. This is our seventh show, which is pretty awesome. We started last Monday, five last week. And starting today, we were kind of going to go on a like a B2B service kick. Last week we talked about paid traffic, we talked about lead generation, we talked about a number of things. All of that stuff is getting transcribed so we can add it to the website. But today what we’re going to do is we’re going to talk about promoting business-to-business products and services online.
Obviously, it is a very good time to be talking about this. Many people are out of work, working from home, and without jobs. They have skills and talents and everything else that they can use to help businesses grow. They can do fulfilling work from their house that they get paid for, all of that happy fun stuff.
There was a blog post that we wrote a while ago. Let’s throw this link in the chatbox here. This is the blog post, how to promote B2B products or services right now. We’re going to be kind of riffing off this and then adding to it.
Of course, if there’s anything that we can do in the meantime, go to DoneForYou.com. We will get you taken care of. Here’s the kind of the lowdown, B2B sales, and marketing strategies for promoting products and promoting B2B services. By and large, you’re still selling to a human being. You’re still selling to one person. A lot of people, a lot of times when you read in marketing textbooks. You listen to people talk and there’s a huge difference in selling B2B sales versus B2C, business-to-consumer.
Quite simply, there is not. They are full of shit. I mean, at the end of the day, you are promoting your products or services to one person. You’re trying to bond with that one person. You are trying to communicate with that one person. The way you’re communicating makes it so that you can reach millions of people the exact same way. That’s what automated sales funnels are. That’s what they do.
Your B2B sales videos, your webinars, your email copy, all of that stuff is built on a one-to-many scale. It’s not sitting for lunch and talking to a prospect. Trying to get them to buy into your service, or your product, or whatever. Online, you still have the same kind of tactical things. You’re still communicating. You are still using words. You’re still using sales psychology.
NOTE: To learn how to build your own BSB sales funnel from scratch, check out the Funnel Formula Course!
It’s built-in a one-to-many scenario. When you’re selling to other business owners, when you’re selling business-to-business services, business-to-business products, you are still trying to bond and connect with one person on the other side of the world, another side of their computer, the other side of the country or the other side of the city. It does not matter where they are.
What matters is that you’re able to connect with them and they’re able to raise their hand and say, “Yes, I want more of your shit. I want to buy your stuff. Also, I want to sign up for a strategy session. Yes, I want to do something to progress the relationship towards making a purchase from you.” And that might be a $1 free trial or some $7 ebook or a $10 paperback or whatever. Or it might be a $50,000 mastermind that happens now virtually because nobody’s allowed to congregate in groups more than 10.
So that’s the idea of business-to-business services and promoting B2B sales for services and products online right now. So here’s the thing, selling B2B products because of that connotation, because a lot of people kind of assume that selling to businesses is harder, then they make it a lot more complex than it could be or than it should be. But really you have your tried and true kind of internet marketing things. I mean, content marketing. You cannot get better than content marketing right now. Content marketing, blogging, writing articles. Right now because people are at home, they are consuming way more content than they ever have.
By embracing this content marketing space, by just making the decision that you are going to create more content in whatever way, shape or form that serves you. Just making that decision and actually doing something about it every single day is going to get you further in your B2B marketing strategies for your products than not. Now, here’s the caveat to that content.
That content needs to have a call to action. Every piece of content needs to have a call to action back to your business. They need to be able to buy something, sign up for something, or even schedule a call on your calendar from every piece of content.
I was actually looking at press releases yesterday and literally every press release has a phone number and a name on it. Usually, it’s with the reporter, but making sure that no matter what content people are reading, they have the ability to take the relationship further with you or your business. I mean, that’s paramount in the content marketing game.
Now, content marketing, it’s a long-tail game. So it might be you write a piece of content or you write a blog post and it’s 2,000 words and Google picks it up in the search engines almost immediately, but it doesn’t rank in organic listings for four or five or six months or even a year or two years. So that’s the caveat with content marketing is it’s not ensured that it is ever going to rank in Google. It might never get your traffic.
But you have your 80/20 rule. So 20% of the content that you write is going to result in 80% of the traffic. I was actually just looking through analytics for Done For You earlier today and coming up with this, kind of this idea for a Livestream, because really I talk about the same thing just in very different ways over and over and over and over again.
This particular slant on marketing B2B sales strategies for products and services, I’ve got the inspiration from Google analytics. So I saw that we were ranked on the 56th page for B2B services, B2B … I was like, well I can just write a piece of content there or do a little video, split the video up into segments and then drop it in between each of … We’re looking at the blog post here, I can just drop it between each of these sub-headlines. So right here, in a week or whenever I actually get a chance to do it, it’s going to be content marketing and then a little video segment and then about content marketing. Then we’re going to go to the next piece.
What I’m doing is I’m actively creating content and editing this blog post, which it gives me bonus points in the search engines. I mean, this blog post was written two years ago-ish and it has a pretty solid ranking. It gets good, decent traffic. But if I update it and I add to it and I add some multimedia content to it, then it will give me a boost of three to four pages in Google for all kinds of different keyword phrases.
Overnight I’m ranking for more, or I’m ranking for keyword phrases higher up, we get more traffic and it’s a self-perpetuating cycle. That is content marketing, using multimedia, using text and all that stuff. So let’s see. Advertising is the other way. Advertising is, of course, you pay to advertise.
Whether you’re advertising in Google, whether you’re advertising on Facebook, you’re paying per click, you’re paying per lead, you’re paying per 1,000 views of your ad. It’s a very quick way of getting traffic, getting your message out there. At the same time, it’s paid. So in the B2B sales process, for your products and services, you have to think of the platform that you are going after.
If you’re selling business-to-business products, services, is Facebook the right place? Maybe. We do a lot of B2B marketing and advertising on Facebook, but there are some niches that it just doesn’t really work so well in. Conversely, LinkedIn is a great place to kick off your B2B marketing strategies too – obviously – but it’s really expensive. So they start at a very high per click cost. So advertising on LinkedIn, you are probably going to get four times more traffic on the same ad budgets over on Facebook, but is the quality as good or does the quality outweigh the cost? Maybe. Maybe not.
The LinkedIn traffic, way more expensive. It’s going to be more per email lead. That email lead is probably going to be of higher quality. But Facebook, it’s going to be cheaper, cheaper per email lead, but you’re going to find some diamonds there, but you’re going to have to kind of slog through some shit too. So that’s just how it ends up working.
Now, the middle of the road would be Google. Google is search-based. So if somebody is going to Google and typing in your service, keywords related to your service, then you’re going to get some really great results with it. But again, some niches, some keyword phrases are way more expensive than even LinkedIn.
In promoting your products, your services, you have to really consider where am I going to get the best bang for my buck? And how we like to do it is we like to couple the content piece and the advertising piece. Content, we tell our clients, “Publish two to three live streams a week or at the very minimum, upload a couple of videos on your Facebook page.”.
We do is we promote those live streams as a kind of organic content to their ideal customer avatar. And then depending on how many people watch that video, how much of that video they watch, so how many seconds or how much of a percentage of that video they watch, then they see additional advertising.
What we do is leverage content and allow the content to kind of create the silo, which is the company or which is the ideal customer avatar. And then from there, we retarget those people. So that’s how we do advertising and content marketing. They leverage each other, which means we don’t necessarily need to roll out with a $10,000 ad budget on Facebook. We can roll out with something much less if we have content being created in the background.
Now, in terms of effectively promoting selling B2B products, first of all, you want to be clear, you want to be creative. So you want to cut through the noise. There’s this thing in B2B sales, this thing in NLP actually, called a pattern interrupt.
What you won’t do is you want to break somebody out of the pattern that they are kind of scrolling through their newsfeed in. You want to break them out of it and then you can move them into the message that you want to move them into. But if you don’t break them out of the pattern, then they continue running the story that’s in their head and they continue just literally doing whatever the fuck they were doing previously.
The pattern interrupt is a very important piece. You want to make sure to be creative, throw in a pattern interrupt in your advertising, in your stories, in your B2B sales material, but at the same time, you want to be clear. Because a confused mind doesn’t do anything. So you want to make sure that you have clarity around your offer and what you’re putting out there so that they can understand it easily.
Number two, you want to be where your users are. So we’ve talked about this already a little bit, but if your primary demographic is over on LinkedIn, advertise on LinkedIn. If they are or could be on Facebook, then advertise on Facebook. One of the best ways is if you have some customer data if you have some email lists, then you would upload those email lists into Facebook and then create a custom audience and then spin a lookalike audience out of that custom audience so that you’re advertising to 2 million people just like your data, just like your email list, your buyers or whatever. That way you can advertise to the people who need to be advertised to, who are used to seeing your brand or used to seeing you or used to seeing things like you based on the 2,000 data points that Facebook has.
It’s a nice way of using Facebook, leveraging the lower click costs, but at the same time advertising to the people who need to be advertised to. So here we have a little graphic. So we have Facebook, Google, CNN, Bing, LinkedIn, New York Times. Let’s see. Go to paid marketing. All right. That would be Facebook ads and Google ads. And be responsive to the customers. There’s actually something super, super cool. Down in the lower right-hand corner we have this little chatbot and we have closed some pretty good deals from this chatbot.
In looking at in this being responsive to customers, being responsive to prospects, every time, especially right now, that you can allow somebody to interact with you or interact with a rep, somebody, interact with anything through your business, because of your business, whatever, it’s a good thing.
A lot of even the coaching calls and the way people are, B2B sales calls and stuff that people are doing right now, they’re jumping on Zoom. And even though there’s a lot of weird bandwidth issues and internet that is kind of being spotty and in and out and whatever, people are craving the human connection that is kind of a face-to-face conversation.
In being responsive, even in a B2B sales sense, people still want to talk to a human being. One of the things that we look for from a B2B sales psychological standpoint, we look for social proof and we look for credibility. Social proof, a lot of times there are those little tickers that kind of come up from the bottom of websites that say, “Sue just bought this thing.” And then it waits a minute. “Just downloaded this PDF.” It waits a minute. Then it says, “Blah, blah, blah.”. What it’s doing is it’s showing you social proof as far as the webpage goes. It’s basically letting you know that you are not alone in wanting to buy or buying that thing. The same with like buttons and all of that other kind of social proof we miss.
The chat that you put on a webpage, there are so many platforms that let you do it now. But I would say if you’re selling a business-to-business product or a business-to-business service, install chat on your website, do some sort of conversational marketing, let users, let website people come, and start a conversation if they need to. Pure Chat is one that we used a while ago. Drift is what we’re using currently. It’s expensive on a per-month basis. It is way paid for itself for us. But Pure Chat was what we kind of started off with because they have a free account and they might not anymore, but they’re still free like conversational chat widgets. But I highly recommend installing it.
Now, if you are busy, if you are the busy CEO or president of your company, don’t do it yourself. Install the widget and have somebody, have a VA do it or have somebody do it, because you get some really weird type-ins every once in a while. I’m not going to lie. Sometimes they will literally make your head explode because you’re just like, “Oh, whatever. I just want to get off this thing.” But at the same time every once. You get some gold. You get some people who type in with some really, really great, insightful questions.
It makes you think about things differently or it gives you the opportunity to sell to a real human being on the other side. So it’s one of the reasons why we do so many strategy sessions and consultative B2B sales calls and all that stuff. I love having those conversations, whether it ends up in a sale or not. I love having that stuff because, at the end of the day, it forces me to see things differently based on a conversation. So it’s one of the reasons I like it.
Now, any questions on B2B sales stuff over in the chatbox or in the comment box, wherever you’re watching. If you’re not watching anywhere if you’re not … If you’re watching on my personal profile, you’re going to need to jump over to the Done For You Facebook page. There’s a link to ask questions. For whatever reason, I don’t get them here. But by and large, I think we’ve pretty much covered everything that was in this article.
All right, now we’re going to flip over to the next one, which I wanted to cover too. And it’s on automated webinars. So automated webinars are super, super important, and valuable right now, and it’s not necessarily just like an automated webinar, but it’s giving somebody the opportunity to sign up for an event, bond with you, learn from you, and ultimately, be invited into an offer from you. So automated webinars and webinars in general, they’re fantastic for this kind of conversational sales piece. There are two different calls to action that you can make from a webinar. The first is sending them directly to an order form or a B2B sales page and then having them kind of go through the shopping cart that way.
If your product is between 1,000 dollars and $2,000 or a little bit less, like 500 to 2000, then a webinar promoting an order form is a great way of moving product. If the product or the service is above $2,000 or is complex, meaning there’s a lot of moving parts or meaning it needs to be customized to your end-user and to your prospect, then really the pitch needs to, the call to action needs to be on a sales call. Sign up for a sales call, sign up on my calendar and then go from there.
There are lots of ways to sell on a B2B sales call, but we tend to go like a scriptless approach where you just have a conversation, you kind of identify needs and problems and solutions, and then you work through those solutions. Ultimately, if it works out, it works out. If it doesn’t, it doesn’t. And that’s okay.
You can be diligent about following the sales script, but it’s not always the thing that … So we’ve dealt with a lot of clients and we’ve seen scripts totally backfire, where agents and salespeople and business owners were literally just talking to themselves out of sales. They were straight up, 180, talking themselves out of $10,000 sale or $15,000 sale because they weren’t listening. They were so busy reading and trying to wedge their conversation into that sales script that they didn’t actually listen and internalize the words and help.
Do you know what I mean? They were just spouting shit. And then they turn … So when you’re listening to the recording, you can hear the prospect, they’re moving, moving, moving closer and closer towards that sale. And then you can almost hear the chair move as they’re like reaching in their back pocket to get their wallet out and get a credit card. And then like the rep says something fucking stupid and they’re like, “Oh wait, wait, wait.” And they put their wallet back. You can almost hear it. And then just because the script told them to.
In your consultative sales calls, you want to make sure that you are listening as much as you’re talking. So automated webinars, you want to make sure to use the right call to action. That’s pretty much what this article is about. But the webinar is an event and your webinar is really where you’re going to be pitching a lot of B2B services. And that’s why I wanted to kind of tag team these two articles. So your B2B sales processes for products and services… Your customer, your target market, ‘re going to be expecting a webinar, especially for a higher ticket thing. So being that it’s an event, they will show up for it.
Now, one of the things that we’ve been doing is on-demand webinars. So they’re still automated, but they’re delivered immediately after somebody opts in, which means that you’re going to get 100% … 100% of registrations are actually going to attend the webinar.
If you don’t do it that way, if you schedule it every 15 minutes or every hour, then you’re going to find that you’re going to have like a 50% drop-off for people who sign up and then don’t attend. If you actually schedule it way out in the future, like tonight or tomorrow, then you’re going to see 30, 35% show-up rates. So you’re going to lose 70% of the people who sign up. So we like having them immediately on-demand webinars.
With webinars, you naturally increase your likeability. You’ll deliver valuable content through the presentation. And really by the time you pitch, you already have a captive audience. They’ve already learned something from you, they know who you are, they know what you stand for, they know oftentimes what your why is. So they’ve already kind of bought into the idea of you and the idea of your branding your business.
You can transition into that sale really, really well. When an automated is a good fit is when … Well, first of all, you’re kind of sick of given live webinars. There was a time that we were promoting a product and I stopped counting at like 65 webinars that I delivered in like a four-month span. And it was like every Monday, Tuesday and Thursday we were doing a live webinar at nine o’clock and the webinar will go until 10, 10:30, after some Q&A
It started sucking. Sales were great, but just being up that late and having to “perform” that late every day. I’m just not geared for it. That was before the automated webinar technology. Since then we switched to automated webinars where we used a platform like EverWebinar. We used Stealth Seminar to deliver those automated webinars and people could sign up for them.
Now there are all kinds of platforms out there that do automated webinars. What we have found is just a very simple kind of three-page setup. You have your webinar registration page. Your webinar room page that actually delivers the webinars and the webinar replay page works just as well. Also, you can even throw a little timer so the video starts when it’s supposed to. You don’t need any complex software anymore to do it.
The reason you have the webinar is simply to generate the lead. Bond with that lead, and then transition into a sale and sell as many people as you can. Now, with some automated webinar tips for conversions, you want to find the right call to action. If the offer is above $2,000, you want to send them to a strategy session sign up. It is either a strategy session signup page or directly to your calendar. They can book a call or an application, which is what we do.
If it’s below $2,000, you can send them to an add to cart or like a sales page or an add to cart in order for them, and then they can enter their credit card in. So if your offer is less than $2,000, $1,000, $2,000, then you just go right to it, right to an add to cart.
How frequently should you have an automated webinar? As I said, we’ve been doing them on demand and that’s really. I think we covered most of the stuff. This is a really long article. We’ve edited it a couple of times. Now, any questions? If you have any questions, go ahead and drop them in the comment box. I’ve got to jet in four minutes.
I have a client call. So we’re going to get that up and running. Let’s see. If you want to set up a time to talk to someone on my team, set up an action plan, go to DoneForYou.com/start and if you want to ask questions for tomorrow’s show, go to DoneForYou.com/gsd. Now, tomorrow. I’m not really sure what we’re going to talk about. So I think tomorrow.
We have some of the ideas. I had flash sales. Oh, we’re going to talk about how to become a business consultant. That’s it. That’s what we’re going to talk about. How to become a business consultant. Yeah, and if you have any questions, let me know. There’s a chatbox on Done For You. Sign up for an action plan called, DoneForYou.com/start.