10 Ways Your Small Business Can Attract More B2B Clients in 2019 Jessica Lunk Do you feel like you’re always fighting an uphill battle to make the sale? You’re not alone. “Gaining and keeping customers” is the top marketing goal for small business owners in 2019, and this is a continual challenge due to time and budget constraints. And even when your client list is full, you have to keep your sales pipeline full for upcoming months – or risk running into some serious cash flow problems later. Let 2019 be the year of sales and more sales! Here are 10 marketing tips for small business owners that will get your prospective customers lining up to do business with you. Launch a new product or service. If your clients are happy with your current offerings but you want to grow, it may be time to include something new in the mix. Listen deeply to your customers’ feedback and identify new areas you might be able to help them. People are willing to pay more to solve bigger problems, so think about the problems you might be able to address by launching a new solution. Max out the potential of your CRM. If you feel like more of a slave to technology rather than a master, it’s time to turn that around. CRM and sales pipeline software is loaded with automations and customizations that can take the drudgery out of your marketing processes, so take advantage! Give digital marketing a try. Though 29 percent of business owners reported they won’t be using digital marketing in 2019, digital marketing remains one of the least expensive tactics you can invest in. A Google display ad, paid search, or Facebook ad may only cost a few hundred dollars – but can reach a highly qualified, ready-to-buy audience with minimal hassle. One of the best parts about digital marketing is its flexibility: if an ad isn’t working, it only takes minutes to make adjustments. Ask your current clients for referrals. Create a simple referral template you can share with your best clients. The key to success here, according to marketing pro Craig Severinsen, is to ask for the referral at the moment your client is most happy with your work. Catch them in a positive state of mind, and they don’t mind going the extra mile to send more business your way. Use Facebook and SEO for local business. While Facebook advertising and SEO for the mass market can be tricky business even for seasoned pros, it’s an incredibly lucrative and cost-effective technique for local businesses. If you’re hoping to land local B2B clients, get registered on “Google My Business” and start optimizing your website for local search terms. Use local language in your Facebook ads (“Hey, Chicagoland business owners!”) to capture attention. Use direct mail to stand out. If you sell a high-ticket product or service, what better way to stand out than to send personalized mailers or offers to your top prospects? While your competitors may be remarketing to potential clients with impersonal emails, you’ll leave a stronger impression by sending a sleek brochure, postcard, or gift. Get a booth at a trade show. Trade shows are the “meat and potatoes” of B2B marketing. Why? These events are full of decision-makers in your target audience who are ready to buy. But if you go, go prepared. Find out who will be attending, and tailor your marketing messaging to their industry. Most importantly, have a pre-show and post-show plan. Entice potential customers to your booth with an email campaign beforehand, and be sure to nurture your visitors after the event. Study your competitors. If you’re not sure which marketing avenue to pursue, use your competitors as a guide. Which search terms are they ranking for? Are they running digital billboards around town, sending out local mailers, doing YouTube video ads, or attending trade shows? Tap into your industry’s trends to get new ideas for approaching your marketing strategy in 2019. Use social media to build relationships. One of the easiest ways to take pressure off yourself (or your sales team) and lay the groundwork for a steady stream of clients in the future is to build relationships now. Use social media to discover new connections and engage in conversations. Get into content marketing. Content marketing serves the dual purposes of helping your site rank higher for key search terms in your industry, while also educating your audience on the value of the solution you provide. The content you create – blogs, long-form articles, case studies, and more – only have to be created once, but will pay off for months. Even if you’re a very small business, if you’re already an expert in your industry, it shouldn’t take more than a couple of hours a week to write expert blog content yourself.