Hidden Gems: 5 Underrated B2B Growth Channels You Have To Try

Suppose you want your business to stand out and catch the eye of potential partners. In that case, do more than what your competitors are doing. It’s essential to think differently and take  an unconventional approach to B2B growth channels.

These channels, often overshadowed by their more well-known counterparts, offer fresh approaches to reaching and engaging with your audience. Here are five that you should tap this 2023.

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Social media is more than just posting what happened to you or sharing family and travel pictures. You can actually use Facebook, Instagram, TikTok, and many other platforms to expand your business reach.

People who use those platforms will notice you if you keep building your business’s social media presence. When they contact you to know more about your services, do your best to nurture a relationship with them. Eventually, they might even set a meeting to avail of your services or products.

As a bonus, most social media platforms let you see how good your reach is doing and who are the audiences that see your posts. You’ll get valuable insights and can adjust your posting and messaging based on the data you get, if necessary.

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Influencer Marketing

You’re not alone if you believe influencer marketing is exclusively used for B2C businesses. However, that misconception presents a golden opportunity for your business to stand out and drive growth.

Utilizing this channel allows you to promote your company effectively. By collaborating with an influencer with a significant following, you can leverage their familiarity to expand awareness of your business. You’ll get greater visibility and exposure to a broader audience when the influencer shares posts about you.

It would also be better if you could do something for that influencer. For example, if you’re a marketing company, you could use your strategies to increase the influencer’s audience or reach. They can discuss how you help them on their posts, which enhances your reputation as an expert and trustworthy partner.

Employing this strategy doesn’t mean you have to partner up with high-profile influencers that can affect your cash flow. Work with micro and nano influencers instead. Despite their smaller audiences, partnering with these influencers guarantees a highly relevant and engaged crowd that resonates with your B2B offerings.

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Partnership Marketing

Partnership marketing involves a company working with another company to leverage its resources, expertise, and customer bases for mutual benefit. When you link with another business, you can expand your reach and get more eyes on your product. It can involve activities like co-branded campaigns, joint promotions, and even content creation that highlight both your products and services.

Of course, you shouldn’t just work with any brand. Choose one with the same vision or goals as your business. To streamline finding potential collaborators, consider utilizing a partnership marketing platform. This platform can facilitate more accessible collaboration and make the partnering-up experience smoother for your business.

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Direct Mail

Who uses direct mail nowadays? Practically no one–and that’s what makes it a very effective growth channel. For one thing, emails nowadays are too familiar. You’re unsure if your email will get read or go to the Spam or Trash folder.

Sending a letter via snail mail might just be the thing to get another business’s attention. It’s something that will make you stand out. It also has that personal touch, making your prospect feel like you really want to have a good relationship with them.

Physical letters will also take some effort to dispose of. The recipient will likely leave it lying on their desk for a long time, reminding them of you every time they see it. That might drive them to contact you.

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LinkedIn Posts

LinkedIn is undeniably the go-to social platform for businesses. However, with numerous companies vying for attention, it’s essential to find a way to stand out from the crowd. And the solution is simple: encourage your employees to post personal content on LinkedIn. 

Posts like these will stand out more than businesses’ usual brand postings. These posts will get more engagement since people are more inclined to engage with individuals than brands with no faces.

By doing this and encouraging your employees to do the same, you can connect with individuals seeking meaningful interactions with others on the platform. And since they’ll get to know you and start liking you and your employees, they’d want to work with you more.

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Final Thoughts

Out-of-the-box options that can drive B2B growth are a great way to stay ahead of the competition. Social media, influencer marketing, partnership marketing, direct mail, and LinkedIn posts are some hidden gems you can tap into. Look for alternative approaches, adapt them to your specific business goals, and position your business for success in 2023!