B-2-B marketing is often conducted like the B-2-C variety, right up to the time there should be a “call to action”.
We’ve all seen it happen; a really interesting product or service catches our eye and we enjoy reading about all the great features that could be working for us and making our lives easier. It’s going well until we get to the end of the page and see a phone number where the offer should be.
“Call 1800 NEWPRODUCT for more information” is a real attention-killer. What it really means is that if you call it you’re probably inviting a sales representative into your office for the privilege of having an hour’s time on the receiving end of a spiel. You already like the product but you don’t want to be sold it twice.
Think about B-2-C advertising and how it works. The product’s story is told and at the end there’s a “call to action” or “where do ya get it”. There could be a discount if the product’s ordered within a certain period of time, or an offer that’s simply too good to refuse, like a free camera case with every digital camera purchased. It’s something that motivates you to buy right then and there.
It doesn’t mean you have to end your B-2-B advertisements with a “50% off” closer. What it does mean is that you have to find a more interesting way of marketing to business customers. You have to create an offer that has a real appeal to business customers.
Here are two ways that this can be done that recognize the fact that the advertisement is talking to someone wearing a business hat and not sitting at home thinking about their next game of golf.
The Case Study
When you’re in business it’s easy to identify with others sharing the same sort of day-to-day responsibilities. That’s why a case study is a great way to grab the right person’s attention.
Every real estate agent, every GP, everyone that’s in a particular industry has a lot in common with other members of that industry. A case study along the lines of “Virtual tours save Portland real estate agency time and money” or “My patients told me their pain went away in two days” will have a personal appeal.
This also applies to occupational categories. Every office manager has a similar set of concerns that can be addressed in advertising. “XYZ Company saves $1000 per week on postage costs” or “How I managed to reduce injury time by 72%” are examples of this.
The headline immediately tells the reader about the area of business the ad applies to and quantifies a benefit — all with the implication that if it works for them it can also work for you.
The case study gives you a chance to put in as many facts about your products or service as you need to. It’s all about someone who’s actually using what you sell and enjoying the results. Once you have a prospect reading the advertisement they’ll want to know the full story.
When you use a case study as the basis of your advertising you’re talking to the kind of person who wants more of the same — more case studies, more details about the product or service. Offer these and let them come back to you afterwards.
Offer Knowledge
Whatever business you’re in chances are that you know more about your subject than someone who’s working in another industry. You have knowledge that others don’t, and if you package it right you can get them interested in learning it.
For example, let’s say you’re selling paper. Paper would seem like a pretty dull subject, but it actually has a fascinating history and despite the threats of a “paperless office” there’s more paper being sold today than at any time in the past, and more varieties of paper than ever before.
For this kind of B-2-B advertising you could use your copy to highlight some of the more interesting bits of information about the history of paper (Did you know that the inventor of toilet paper was an American, Joseph Coyetty who gave his gift to the world in 1857?).
End with an offer of a booklet that will help the perplexed office manager select the right kinds of paper for their individual requirements. Offer information and knowledge and they’ll remain interested in what you’re offering.
Never end your B-2-B advertising with a telephone number. Offer information and knowledge – give it to them in two bites and make it easy for them to get in touch with you after the second one. Then and only then should you start the selling process. That’s the secret of B-2-B marketing.
Copyright 2005, RAN ONE Inc. All rights reserved. Reprinted with permission from www.ranone.com.
Chris’ combination of academic credentials, career experience and temperament ideally suit his calling as a business development advisor. Clients say he has a mind for business and a heart for service.