INBOUND ACCELERATOR

It can be tempting to think of all B2C marketing as being the type of impulse decision to which you can appeal with an emotion-driven campaign showing happy, strong, cool people. Not everything is as simple as a refreshing soft drink on a hot day or a pair of shoes that totally make the outfit.

At JONES, we have experienced the side of B2C marketing that requires engaging consumers with useable and useful information, understanding that larger investments have a longer sales cycle, and that especially now, with the world in our pocket, consumers research a wide range of products before making their final decision. The lessons we’ve learned through marketing financial services, higher education, personal electronics and even nutritional supplements for endurance athletes can be applied to a wide range of other B2C products and services.

For most businesses — especially B2B brands — it is no longer enough for marketing content to sell. Marketing content needs to solve problems for customers.

We’ve talked in the past about setting goals and “doing the math” — you can’t know if you are succeeding, if you don’t know how to define success — but there is another step to take that has a similar ring to it:

You can’t sell if you don’t know who you are selling to.

Who is your marketing content talking to? Who is PR reaching? And what message does sales need to target to maximize ROI and bring in the most profitable customers?

If those targets and message don’t align from one department to another, you have a problem. While there are different types of alignment (here’s a look at aligning goals and expectations between departments), aligning the main message across all departments in order to focus on the best possible customers can be achieved by first creating solid buyer personas.

One of the first questions to consider when creating a marketing strategy or any individual piece of content to fuel that strategy should be this:
Who am I trying to reach?

Who are your customers? What are their needs? How do they like to get information? What is most important to them in making a purchase decision? What prevents them from buying?

Pop quiz: Who is your best customer?

5 … 4 …. 3 … 2 …

As marketers tackle branding—whether introducing a completely new brand or rebranding an existing company, product or service—the most focus is rightly on defining what the brand means. But there is another step that too many people overlook: defining the customer.

Who is buying your product or service?

When planning a complete inbound marketing campaign, it is essential to plan out the content you will use at every step along the way.

There are a lot of moving parts to keep track of when creating a new brand identity.