Empathy-based or empathetic marketing is a topic often discussed in the B2C space. Evoking empathy in B2B buyers, however, isn’t always easy. In an environment marked by “professional” and less “emotional” communication, it can be more challenging to connect with buyers on a deeper level. The solution to this challenge starts from building an empathetic culture within the organization.
Content marketing plays an important role in the business development process. Its goal is to attract target audiences through the creation and distribution of valuable, relevant and consistent content. The business development team uses this content to build relationships that bring in new customers and drive sales.
Talk of a U.S. recession is getting louder amongst economists, business leaders and individuals. In fact, most Americans think the country has already entered a recession or will do so within the next 12 months. The ebbs and flows of the economy can be predictable but also can be quickly rocked by events like a pandemic or geopolitical unrest. Because recessions can cause high unemployment rates, business failures and bankruptcies, knowing how to survive an economic downturn is a requirement for business success. That’s where strategic marketing decisions come into play.
Typically, the term, “influencer” brings to mind celebrities and social media stars using their platforms to showcase and endorse consumer products to large audiences. These influencers have a dedicated social following and are considered authorities in their fields. In the B2C world, this form of social proof can yield incredible results for brands.
Every business wants to meet the expectations of its customers. From product offerings to customer service to marketing, the clients’ needs and expectations come first. With ongoing advancements in technology and an ever-changing business and societal landscape, understanding and maintaining that standard is no simple task.
According to noted psychologist and psychiatrist Carl Jung, “colors are the mother tongue of the subconscious.” Jung is credited with early studies that reveal how color affects the human mind. Using the results of his research, Jung developed a form of color art therapy that encouraged patients to express their emotions through color and images. In combination with color theory based on Sir Isaac Newton’s color wheel, color psychology considers how different colors have different meanings, associations and psychological impacts across a variety of individual and cultural norms.
According to the U.S. Department of Labor, during the months of April, May and June of 2021, 11.5 million workers quit their jobs. The term “Great Resignation” began popping up everywhere and still fills headlines today. As the mass fluctuation of employment continues in 2022, its impact is seen in businesses of every size and industry. As such, there’s a natural trickle-down effect to the marketing department.
When it comes to making a purchase decision, potential customers want to know what current customers think. In fact, nine out of 10 people say they trust what a customer says about a business more than what that business says about itself. When customers share their experiences, it creates social proof that helps brands attract viable prospects, showcase what a company can do and shorten the sales cycle. And one of the best ways to utilize customer opinions is through video testimonials.
Did you know that 65 percent of a company’s business comes from existing customers? In fact, the probability of selling to an existing customer is 60-70 percent, while the probability of selling to a new prospect is between five and 20 percent. With statistics like that, it’s no wonder why enhancing customer engagement plays a key role in business growth.
As one of the most valuable and cost-effective marketing methods available, B2B email is still a pillar of business communication. In fact, the value of email continues to grow. In 2020, 78 percent of marketers said email is important to overall company success, compared to 71 percent in 2019. At the same time, think about the sheer volume of emails being sent and received each day—306 billion according to a report produced by Statista.
Marketers are always discussing “pain points.” This is for good reason. If sellers don’t understand the challenges of their target market, they cannot understand how best to address them. It is marketing’s job to research, identify and frame those challenges, and then come up with compelling messaging that communicates how the seller can solve them
If you’re the only game in town, customers don’t have to like or trust you. But in this competitive marketplace, that’s rarely the case. To develop and retain a strong customer base, companies need to build rapport and earn trust. They go hand-in-hand. Building trust in one’s personal and business life starts with integrity. Are
It’s no question that we see the value in content to establish thought leadership. In fact, 72 percent of marketers agree content marketing increases engagement. In previous blogs, we’ve shared insights into how to develop high-quality content, which mediums to prioritize for your organizational goals and how to build a strong content strategy. But do you know how well your content is helping customers make buying decisions?
The end of the year is a good time to look back on the last 12 months and contemplate strategies and priorities for the year ahead. But as we come to a close of this decade, it’s even more powerful to reflect on the last 10 years and evaluate the amazing ways in which business has changed. Let’s look at some of those shifts and see what implications there are for business growth as we enter the third decade of the 21st century.
When investing time and money in marketing, it’s critical for your company’s resources to be directed toward the most effective initiatives. Therefore, it is important to review and analyze the performance of all marketing programs. Analysis helps fine-tune marketing efforts and enables you to make adjustments that will generate a higher ROI. Earlier blogs have explored the analytics process and its potential uses. But, there’s a step before analysis that is often not given the focus it deserves: testing.
Most of us don’t think favorably of the word pop-up. In fact, today’s browsers come preinstalled with pop-up blockers for those of us who remember the days of blinking “$1,000,000 cash winner!” pop-ups from unsafe websites. If you feel this way, you’re in the majority as 73% of people dislike pop-up ads. With a stigma like that, it’s hard to imagine why professional businesses utilize similar pop-up marketing on their websites.
When it comes to B2C marketing, seasons and holiday campaigns bombard us from all angles. Oftentimes, we’ll find winter merchandise and advertisements even before the weather starts to change. Seasonal marketing is trendy, urgent and predictable—three words not often associated with the counterpart B2B marketing. However, does that mean there’s no place for seasonal marketing in the B2B space?
Gone are the days when public relations was limited to reputation management, press release distribution and media outreach to newspapers, radios and television. With the introduction of the Internet and additional communication channels, opportunities for PR are increasing dramatically. While companies still use press releases to spread their news, businesses and agencies have adopted newer and faster ways to get the word out about their organizations. To remain competitive, marketing and PR professionals need to adapt to these changing marketplace dynamics.
Burying one’s head in the sand refers to an individual’s desire to avoid confrontation, reality, guilt and real or imagined danger. While we most often think of this behavior occurring in our personal lives, it’s common in business marketing as well. Here are a few examples of this ostrich phenomenon. The company operates without a
Marketing is marketing whether you are speaking to businesses or individuals, right? Not so fast. While customers in both segments may have similar personal needs, using consumer-focused strategies in a business-to-business marketplace can be costly both in the short- and long-term. To maximize your marketing resources and opportunities, consider these four key differences between B2B and B2C marketing.
Video marketing is hot. It’s dynamic, engaging and delivers brand messages in a meaningful and memorable way. In fact, according to a 2015 survey, “75% of marketers are creating custom videos for their target audiences.” As the use of video marketing expands in B2B and B2C markets, use the following five suggestions to take advantage
As the role of the marketer becomes more complex, organizations require a specialized skill set for those entering the marketplace. Unfortunately, a bachelor’s degree in marketing doesn’t mean that the graduate is prepared for real world. Think about it. If you were hiring a young (or not so young) graduate, what marketing curriculum coursework would
Building long-lasting business relationships with customers and prospects is essential for growth. Part of this process includes getting to know and understand your target audiences’ needs and challenges. It’s also important for customers and prospects to know your company. For example: Who are you? What do you believe in? Why should they do business with
The purpose of a corporate press (or media) kit always has been to attract the interest of journalists, other media personnel, potential investors, and conference and meeting planners. Whether the goal is to book a speaking engagement, shed light on a newsworthy topic, or announce a new product or service, acquisition or merger, or a
