Marketing to a business is different than marketing to a consumer. They have different needs and different pain points. The major difference is that consumers, in most cases have to be sold, where businesses have to have a “need” satisfied and then they will buy. A consumer does not have to buy a bigger TV set; he may want one but does not need it. A business owner needs a service or a product which will help keep his business profitable.
Business to business selling requires a direct approach which is concise and clear. The fancy slogans or oversimplification of the product or service does not work well. Communications have to be on a peer-to-peer level to gain their trust, establish credibility, and prove that you are knowledgeable enough about their situation to be of real help to them.
Let’s take a look at one type of marketing material that makes sense to a business owner:
- The copy should be as concise as possible. That means that the fluff should be removed and your complete story should be told in as few words as possible.
- Business owners will read a substantial amount of copy, but only if it is interesting and relevant. Again, content is critical.
- Selling to a business is not, in most cases, a one time and it’s sold process. That means that subsequent touches should have new content presented at each visit (touch) which reinforces the benefit you provide to ease a pain.
In B2B Marketing, Providing Fresh Content and Compelling Benefits Is Key
While many small business owners rely on an online marketing campaign to present and sell their products, I feel that the competition from larger firms dominate the online market and that, in addition to an online presence, an alternative means to reach a prospect is necessary.
In developing any marketing material it is always better to start by addressing a need or concern of the prospect then show how your product or service meets that need. Don’t make the mistake of starting your message with the name or description of your product/service.
Alternative or additional marketing methods are:
- Direct mail, both snail mail and e-mail;
- In person, one-on-one contact
- Write an article for a publication that your prospects reads
- Invite several prospects to a small group presentation
- Develop strategic alliances for joint marketing efforts.
There are many more marketing alternatives; work on a list and then implement it.
“Be adventurous with your marketing!”BizQuack