B2B Marketing has always been very much a part of what I do, my target market is B2B, I network with mostly B2B companies so it’s where I am most comfortable.
There has been an acre written about B2B marketing and I’m not going to go down that road of explaining what it is, I want you to read on not switch off!
B2B Back To Basics
Recently I have adopted a new B2B marketing approach and is simply Back To Basics, a no messing no frills approach to getting in front of potential and existing customers. An approach that is reaping massive benefits.
I love the internet, my speciality is social media, LinkedIn and Twitter to be exact and I use them in my business development work with clients.The thing is that everyone uses these same tools, how many emails do you get that you simply delete before reading? How many notifications do you get on your smartphone that take up all your time to deal with?
It’s endless the amount of content that is being thrown at us and I don’t know about you but content does not make me content….it angers me.
Why Content Makes me Angry
Simple, it’s content and marketing that does not really engage, it is impersonal and makes me feel like I’m just one of many that the person is trying to convince that I am the only person they are talking to. The best copy in the world will not disguise this although I have to admit some emails are spot on when it comes to doing this but most fail.
Back To Basics approach
This made my day. I was on an Industrial Estate yesterday and after a meeting I realised that there were 20 plus companies all in one pace and that they all had one thing in common…they had a front door and a sign over it…
With an hour to spare before another meeting the choices were sit in the car, grab a cuppa at a roadside cafe van or grab some cards and start knocking on those doors. Doors won and I’m glad that I did…
Nearly all the people I spoke with were receptive, no one was rude and all had the time for a quick chat, I was offered tea by a couple of people and all in all it was a good experience. So good that I came away with a list of new prospects and a meeting for next week.Today I have Followed On by sending postcards to all of the people that I met and next week if I have not heard back from them I will pop in and ask if they received the card. OK some may say no but I bet that it will be another opportunity to have a chat and add to the relationship started yesterday.
2016 Action Plan…Do Widths not Lengths
I have long been an advocate of the phone as a major part of my marketing but now my back to basics pckage will include door knocking as well as postcards and direct mail.
People buy from people so it’s obvious that talking to them face to face works and works in a different way from your bog standard networking event. In these people expect to be sold to, it shouldn’t be like that but sadly it is.
How refreshing to get out and about and burn some shoe leather on good old fashioned introducing yourself.
Do something different, make more calls, send more direct mail get knocking on doors, you will get some positive results because no one else does these things.
Would love to know what you are doing that might be considered back to basics.
I recorded a quick Podchat yesterday as I was so excited….here it is…