Often I am asked if my organization “specializes” in Business-to-Consumer (B2C) or Business-to-Business Marketing (B2B)? My response? Neither. We specialize in Person-to-Person marketing.
Now don’t get me wrong, there are some differences between the channels which would be best suited to engage your target audience. At the end of the day though, it is not businesses that make decisions, it is people!
When evaluating marketing strategies, a lot of the time people get too caught up in their own world view of what their business should be. Then, they decide what their clients think about their business rather than taking the time to find out. It is this disconnect which can make or break your marketing campaign before it even begins (everyone has been guilty of this at one time or another, don’t feel bad).
How well do you know your clients?
The first step to marketing your business should always start with developing a profile of who buys from you. Not only who buys from you, but who are your best clients? Why do they specifically buy from you versus other businesses? Have you ever asked them? What did they say? Do your current marketing campaigns reflect their statements, opinions and values?
Developing this profile will give you strategic insights into what they believe in, what they value, and their catalysts for sale. This approach transcends the different market segmentations of B2B or B2C and focuses on the person who is consuming your information. Because don’t forget, people are the ones who make a decision to buy.
Once you have an in depth understanding of the world view of your clients, you can tailor your messaging to fit this and attract like minded people (as Seth Godin calls them “your Tribes”). These people are your pied pipers, the people who will tell their friends or co-workers about you… they are the people you want to connect with!
My point is simple. Slow down and ask questions, build objective and valued opinions from people who are important to your business and who your business is important to. If you can do this and connect with them, then not only are you successfully marketing, you have managed to connect with the people who will help your business grow.
Originally posted on LinkedIn