Here’s how to put each one to good use.
In any small business, B2B copy is very important to a company’s marketing success. Of equal importance is the frequency of the delivery and how relevant the message is to the contact.
Give frequency and relevancy some acclaim.
The next time you prepare your email newsletter, direct mail, promotional offer, or something in the social space, ask yourself this simple question. How many contacts does it take for a prospect to buy a product, service or a customer to make another purchase?
In the B2B industry of small companies I have worked with, it could have been seven, ten, or fifteen contacts. That’s not only a lot of contacts but also takes a lot of perseverance, money, time, and analysis.
So what is it; frequency or relevancy?
In today’s economy, prospective customers don’t want to be sold to. They want to make their own decisions. With the capability of better web searches, social media and even communication with business associates, there is literally a mountain of information available for your contacts to gather.
If that sounds like your market audience, you may want to consider using different content. Look closer at your present content to see if it is more relevant to the receiver. It’s the kind of content that can make their day go by a little easier.
Not every contact is the same.
Spend some time studying your customers buying behaviors. You’ll probably find a few unique ways to segment your contacts into groups. I refer to this experience as ICE. It’s an acronym for Interested Customer Engagement.
All contact management systems allow you to build a profile of each contact’s use for your products and services. Then analyze what you have to determine the best way to segment your contacts.
In the beginning use the KISS principle. The goal at this point is to come up with a few segments. Your future attention and time will allow you to make each segment you build a profitable one.
Set goals for the segment process.
The gathered information and analysis of this information allows you to build a library of content designed for each segment of your contacts. The differences could be very small from one segment to another but the relevancy for each contact can make a world of difference.
Now use frequency in the stretch.
As with just about anything good that comes from great marketing campaigns, it takes time to nurture a contact by breaking through the clutter, and for them to become better acquainted with your business.
It takes time to travel down this road. Step by step by step. However, when done right, it’s highly likely you’ll see success.
ICE teaches us to make sure the frequency with customers and prospects is on a schedule and is automated as much as possible. Plus, using more than one channel of communication can provide a lot of assistance as well.
In B2B marketing, content can make you a king in the eyes of customers and prospects. And when it arrives at the appropriate time, you’re probably on a first name basis.
To learn more about how to make your content more relevant, please request our white paper, “Customer Contact… to Know is the Ability to Manage.” Or email me with MCG1110 in the subject line to firstname.lastname@example.org. The paper, a $149.00 value is FREE for the asking.
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