Great B2B advertising starts with a simple and clear value proposition that appeals to decision makers, such as Founders, CEOs and department heads. Unfortunately, too many B2B companies either spend too much time creating content for audiences with little decision-making power, or clutter up their message trying to cater to everyone.
Brevity is the soul of great marketing. As marketing legend David Ogilvy said, “Unless your advertising contains a big idea, it will pass like a ship in the night.”
It never hurts to find ways to sharpen the message. Make your B2B message more effective by answering these four questions that decision makers really care about.
What Financial Benefits Will This Give My Company?
Product benefits mean very little unless they pass the ultimate test: the WTFI (What’s The Financial Impact)? Help decision makers understand how your offering will have a financial impact on their businesses, and then back it up with supporting content.
Showcase real life scenarios by quote metrics and use ROI calculators to show prospective clients the type of financial benefits you’ve helped others achieve.
How Will This Product Benefit My Business?
Decision makers want to know how you will help them achieve maximum profits while expending the least amount of resources. How will you contribute to top and/or bottom lines, reduce effort or improve productivity?
To do this, communicate benefits that decisions makers appreciate. Financial, operational, and employee performance all rank high, as does customer retention. Also, articulate their pain points by finding out which challenges keep them up at night, and then explain how your products and services can alleviate those concerns.
How Do I Know My Business Can Trust You?
Trust is always a big concern, especially online. Do you have deep roots in their industry? Have you joined organizations relevant to their business? Fortunately there are online ways to cultivate credibility and build trust:
- Your content needs to show you understand your customers’ issues better than they do. Cite specifics, such as examples of how others have used your product to overcome similar challenges. Go deep and demonstrate expertise by offering relevant and practical advice.
- Showcase plenty of successful stories, case studies and testimonials. Arrange for client visits and interviews.
- Utilize social media, which shows clients a positive image of your company when they search for you online and helps clients see your business as a team of real people.
How Will This Purchase Affect Me Personally?
You may need to supplement your B2B marketing campaign with messages that are more personal. When you’re defining user personas for campaigns, recognize that decision makers and influencers also worry how investing in your product may affect their own careers beyond their business. The larger the investment, the bigger this concern.
To help win them over, you can:
- Create bite-sized offerings. Don’t boil the ocean with your offerings. Provide small audits or assessments that are low-risk for the customer while delivering value and demonstrating your capabilities.
- Address personal pain points. Build user personas for key decision makers and create content that speak to their personal concerns.
- Become a trusted advisor. Business decision makers are very knowledgeable and experts within their own domains. Respect that knowledge and share information from the perspective of a trusted advisor – someone who understands their pain points and is there to help them execute their vision.