B2Bmarketing is much different than B2C.
Most B2C marketing tries to paint a picture about how good someone will “feel” after using a product. A particular dress or type of makeup will give a woman more confidence in herself, as an example. Alternatively, a certain kind of car or even a brand of beer might make a man feel younger, more active, and more fun.
With B2B, it’s all about pain. Well, that sounds worse than it is. What I’m trying to say is that #B2Borganizations need to understand what is really bothering their end-customers—what is causing them a lot of pain—and address how their products or services might alleviate some of that pain.
In my own case, I had to do some searching to find why clients would hire us. I had always figured they just thought articles published in major trade publications would complement their other marketing strategies.
However, what I soon realized—and certainly the past few years have proven this to be accurate—is they wanted to find a more cost-effective way to market their products. Their pain, in other words, was money.
While many trade publications have managed to stay healthy, in the past 10 years, many B2B organizations have concluded advertising is no longer producing much bang for the buck. #PR/Communications, on the other hand, is far less costly and much more effective at getting their message out.
Applying this to my clients today, we often must sit down and uncover what is really bothering their end-customers and what pain they would like alleviated. Then we work together to craft that message.
A perfect example is a cleaning manufacturer client. Their end-customers—cleaning workers—clean public restrooms. Traditionally, this has meant workers getting down on their hands and knees to clean toilets and urinals. No matter how you do it, hands-and-knees cleaning rarely looks professional; it’s slow, and not too healthy to boot.
To lessen this pain, my client developed no-touch cleaning systems. As the name implies, toilets and urinals, along with floors and counters, are never touched. This cleaning method is fast, effective, and far healthier than alternative methods, plus there is no hands-and-knees cleaning ever, so cleaning worker feel much more professional.
The pain has now been addressed, and this company has proven to be one of the biggest success stories in the professional cleaning industry.
What is your client’s pain point?