The business-to-business marketplace is always changing. Technology plays an ever-increasing role for marketers, and it can be difficult to keep up with the growing number of communication channels. But at the core of every successful marketing program is an in-depth exploration of three simple questions:
- What do our customers want and need? Most companies focus their marketing materials on the unique features of their products and services. But marketing begins and ends with what the customer wants. Put yourself in your target audience’s shoes and determine how to provide solutions for the challenges that keep them up at night. Surveys and focus groups are excellent ways to find out what your target audience is thinking. Another source of information is your sales team. In addition, turn to social media to find out what your customers and prospects are talking about, questioning and sharing.
- How are we different? In today’s competitive marketplace, it’s not enough to be great. Companies need to be distinctive. Many organizations make the mistake of trying to be everything to everyone. However, the most successful businesses are the ones that do one thing incredibly well. What does your company do better than anyone else? Fine-tune that pitch into one sentence and use the message to succinctly and effectively communicate your competitive advantage.
- What is our value? When a company offers value to its customers, it increases loyalty, enhances brand perception and makes the sales job easier. Value isn’t a fixed commodity. Rather, it is what makes your customer want to do business with you. Different customers have varied perceptions of the value of your products and services relative to your competitors. These may be based on geographic location, responsiveness, personal attention and pricing. When you deliver the intangibles that your target audience finds meaningful and compelling, you have established the critical value that drives revenue.
When companies take the time to evaluate what they do, who they do it for and what they do differently, they are answering the three essential questions that provide the foundation for a successful marketing program. To learn more about how to communicate more meaningfully with prospects and customers, contact Trade Press Services.