Don’t think in terms of advertising campaigns or “driving” traffic. Rather, think about conversations. We develop know, like and trust by engaging in conversations with people about the problems they want to solve and the results they want to achieve. People based marketing is the key to engaging your audience in digital conversations that are important to them.
Know the buyer’s journey
There is always a buyer’s journey. For complex or big dollar transactions, the buyer’s journey can be long. No one is going to hire a financial advisor and turn over $5,000,000 of their hard-earned money after reading a blog post or replying to a quiz. Same is true for B2B relationships with the added complexity of multiple influencers and decision makers in all large purchases.
But what is your client’s buyers’ journey?
It starts with awareness of a problem. If there is no problem or awareness of a problem, there is no reason to act. Not everyone who meets your ideal customer profile is suffering from the problem you solve and not everyone who is suffering from that problem is either aware that they are, or more importantly, is aware that you can solve it for them.
Advertising at all levels, digital or otherwise, is about getting your target audience to see and act on your message. That always starts with an acknowledgement that they have a problem that needs to be fixed or want a result that they currently can’t get on their own.
People based marketing means communicating with the individual, the person, based on where they are in the buyer’s journey. What you would say to someone who is acutely aware of the problem, knows they need to solve it (or else), and knows who you are is very different from someone who is not aware yet that they have a problem.
Market based on where they are and how they consume
Marketing, advertising, is more than campaigns. It is conversations. Today, given the technology available, your prospects and customers expect conversations to be relevant to them. They want to engage with firms that are speaking to them as individuals.
This is especially true in B2B sales. Everyone that works for your company does not consume content in the same way, does not view a problem from the same perspective, or have an equal share in the result of solving the problem. So why should you assume that they will all respond to the same message or medium. I’m great with email, phone and video. Not so interested in white papers, books, or social media posts. My business partner is the absolute opposite. If you want to sell to us, you have to communicate with us both in the way we want to communicate with you. Otherwise, you will find the experience difficult if not impossible
Use interactive and customized content
The biggest change in buying, either B2B or B2C is the demand by users for interactive and customized content. One size fits all content is not working anymore. No one wants to speak with a salesperson until they are ready to discuss specifics about your offer. They don’t want to be sold; they want to buy. Buyers have choices galore and they are firmly in control of the sales process.
Technology, specifically people-based marketing tools like Site Visitor Match, gives you the marketer, the ability to create content that is customized for the specific user. Their problem, their situation, and show them a solution that will work for them.
Then when they are ready to take the next step in the sales process, you will be the obvious choice.
Learn more –
Mistake #2 – Advertising to the haystack and not the needles
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