A major problem with some businesses isn’t that they don’t do enough marketing, it’s that they don’t think enough about marketing.
Here are three things that they should be thinking about (if they aren’t already)
#1 B2B is B2C.
No, that isn’t a typo.
Think about it. What’s the difference between the two? Businesses are groups of people, so are target audiences.
Businesses are built by groups of people. Both businesses and people consume. B2B is B2C.
Too many organisations often forget this fact, and create content that looks like it was designed for an emotionless robot rather than emotionally complex human beings.
Behind every brand there is an army of people, varying in size that make decisions about which resources businesses should purchase.
Creating content to appeal to the organisation as a whole is important, of course. But it’s also vital to appeal to smaller groups of people, sometimes even individuals, within a business.
Every single employee in every company has their own personal agenda.
It could be:
· To get promoted.
· To build up enough credibility to move somewhere else or start their own business.
· To impress their spouses/potential partners.
Businesses must avoid the trap of thinking that working in an office makes everyone boring, hyper logical and ultra pragmatic.
Emotions aren’t confined to the home. Flattery isn’t bound by borders. Comedians don’t have a monopoly on humour.
When marketing to businesses, remember, you’re still marketing to people, they just happen to be at work.
#2 Your target audience isn’t your only target.
For example, Gucci not only have to sell their bags to those who can afford buy it, they also have to sell it to the people who aspire to buy it.
If they didn’t do this their brand will have no cachet with anyone, regardless of how luxurious the materials are.
We may not admit it, but we often make purchasing decisions based on what other people will think.
We tend to need social proof before buying and/or buying into something.
Think of Ferrari, one of the most recognisable, sought after cars in the world. Not everyone can buy one, however, they’ve built a brand that a lot of people who can’t buy one, still think is worth buying.
This creates a symbiotic relationship between those that want to buy and those that can buy. Those that want, may end up being those that can, and those that can are partly motivated to make the purchase by those that want, in order to display their status, a human form of peacocking if you will.
#3 Attention deficit is devastating.
One of the biggest issues for businesses is getting the necessary amount of attention on their brand from the people they want attention from.
This is amplified by the copious amount of content that is produced and distributed every day.
There is so much noise because there is so much content. That’s why, unfortunately, it’s more important to be heard than to have the right message. If no one is listening, is it worth speaking?
There is almost an obsession within some business sectors (looking at you, tech) to rapidly test and iterate, comes from a bias of having the funding to do so.
For those businesses who don’t have investors with pockets deeper than the Marianas Trench, it’s
better to measure three times, warm up your vocal cords and shout once. Only then will you start to cut through the deafening noise of endless mediocre content.
· Businesses are people too.
· You need to sell to people who won’t buy your product.
· Attention is another form of oxygen to businesses.
Until next time,