What does it take to be a great Business to Business (B2B) marketer? MAP Marketing (MAP) highlights that you cannot go past the three "Ps"- "Product, Position and Personality".
If by luck or plan you have market attractive products or services, then you have the ultimate market advantage! Market driven products or services give you the 60% marketing edge. The rest are product enhancements and add-ons.
Whether you are communicating in person, phone, Zoom, email, blogs, social media, or website, make it simple and effortless. Channels are now more challenging, complex, and multi-media. And there are more competitors who want to be heard.
Focus on innovative and client relevant ways to tailor your message and reach your business customers to build awareness and change minds.
To gain the upper hand you need to regularly undertake flexible planning. Plan whether you want to be a leader, a follower or third in line. Plan whether to focus on new products, existing products, new customers, or existing customers. Plan for profit and growth by setting smart goals. Plan for activities to achieve these goals. Then plan for appropriate evaluation.
Create a brand to reflect a vibrant personality as very few out there want to do business with bland and boring enterprises. Project one look, voice, core message, and brand promise across all your communications. Clients are attracted to brands that present in a consistent manner online and offline, in advertising and in person.
How do you discover your core message or product promise? Research your clients past and present. Then you will uncover one short sentence that becomes your core message. Winning core messages of MAP clients include "Bearings That Roll On and On", "Line Markings that Last" and "If We Cannot Remove the Grime and Graffiti Nobody Can".
Once you have found your core message, tell, promote, and show them. Spread the message in your personal presentations, web pages, social media, product promotions, advertising, and signage. Grab their attention by making messages simple, interesting, and relatable. Keep social media posts short with one message per post accompanied by attention-grabbing images. Make your copy brief and bullet-proof.