by Barry Silverstein
Okay, I admit it. I've always been a believer in what's commonly known as B2C (Business-to-Consumer) and B2B (Business-to-Business) marketing. I've counseled countless numbers of clients about the need to differentiate between the way you market to a consumer and a "business consumer." Now, it seems, marketing has evolved to a whole new place called "H2H" (Human-to-Human).
In a provocative article about H2H marketing, Laura Lake, Marketing guide for About.com, writes, "Our marketing must align to the experience of the consumers... Whether we are marketing to businesses or consumers the most important thing is to put ourselves in the buyer mindset. By doing this we will stop losing customers in jumbled messaging and lingo that they just don't understand."
Hmmm... not so different after all, if you believe that the customer comes first. But if you're thinking, as I am, "easier said than done," Laura spells out 5 specific ways to incorporate H2H communication in your own marketing:
- Focus on the relationship with your customers.
- Learn more about your customers.
- Utilize marketing automation.
- Gain insight using social media.
- Speak your customers' language.
Barry Silverstein is the author of inexpensive, authoritative 123 eGuides, including Branding 123, Product Launch 123, and Sales Leads 123. He also teaches the on-demand online course, Big Brand Strategies for Small Brands. Sign up for the course by February 28 using the code BRANDLOVE and it will cost just $14, regularly $39.