In our increasingly digital world, it might be surprising to learn that the paper check is still a powerful and widely used tool in the world of business-to-business commerce. Millions of small businesses rely on checks for everything from payroll to vendor payments. But for a company that sells check products, reaching this specific and professional audience requires a marketing strategy that is just as specialized as the product itself.
The key is a targeted, multi-channel approach that speaks directly to the needs of a professional buyer who is looking for security, reliability, and value. For a company that provides high-security business checks, the marketing isn’t about flashy trends; it’s about demonstrating trustworthiness and expertise. It’s a B2B sale that requires a specific set of tactics to be successful.
If you’re looking to connect with more business customers, here’s a look at B2B marketing techniques that work.
1- Develop a “Problem-Solving” SEO Strategy
Your potential customers are not just searching for “checks”; they are searching for a solution to a specific problem or a specific need. Your website and your SEO strategy must be built to answer these high-intent queries.
Instead of a single, generic product page, create a series of detailed, helpful landing pages that are optimized for the “problem-aware” keywords that your ideal customer is actually using. This includes phrases like “QuickBooks compatible checks”, “high security payroll checks”, “how to print checks from my computer”, or”blank check stock for laser printers”.
By creating a specific page for each of these specific needs, you are providing a much more relevant answer in the eyes of Google, which will help you to rank higher and attract a more qualified buyer.
2- Create Content That Makes the Office Manager’s Job Easier
In most small businesses, the person who is actually responsible for ordering checks and managing payroll is the office manager or the bookkeeper. Your content marketing should be designed to be a helpful resource for them.
Your website’s blog should be a library of practical, helpful information that can make their job easier and position you as a trusted expert. Consider articles and guides on topics like “A Guide to Understanding Modern Check Security Features”, “A Checklist for a Smooth and Error-Free Payroll Run”, and “How to Align Your Checks for Your Accounting Software”.
3- Use Direct Mail to Reach New Businesses
One of the most effective ways to generate new leads is to be the first to reach a new business. You can work with a data provider to get a weekly or monthly list of all the new businesses that have registered in your target area.
With this list, you can send a “New Business Welcome Kit” via direct mail. This could be a high-quality folder that includes a sample of your professional, high-security check stock, a helpful guide, or a special introductory offer for their first order.
In a world of crowded digital inboxes, this tangible, physical touchpoint can be an incredibly powerful and memorable way to introduce your brand.
4- Build Trust with Prominent, Third-Party Validation
A business is entrusting you with one of its most critical financial documents. Your website and your marketing materials must be a fortress of trust signals that can give a new customer the confidence to make a purchase.
- Your Better Business Bureau (BBB) rating. This is a powerful, third-party signal of your company’s legitimacy and your commitment to customer service.
- Any data security certifications you have, like a PCI compliance badge.
- The logos of the major accounting software that your checks are compatible with.
- Glowing testimonials from other business customers.
Marketing business checks in the digital age is about a smart, multi-channel approach. By using a targeted SEO strategy, providing genuinely helpful content, and building a powerful foundation of trust, you can effectively connect with your ideal business customers and build a loyal, long-term client base.