Blog Post

B2B Marketing Tactics That Recognize and Solve Buyer Problems

  • By Mark Baker
  • 10 Sep, 2015

B2B marketing tactics don't always involve enough personal focus on prospective buyers and how a B2B company can solve buyer problems. This personal approach works well in the B2C world, and it's used quite often in marketing content.

It isn’t used in B2B marketing as much because so many B2B companies sell business-like products. Even you have probably thought that you needed more of a buttoned-down marketing approach to your buyers. Maybe you thought this because you figured that buyers just cared about the products and not your company.

Nurturing more personal relationships with your buyers is important because it creates loyalty, something that B2B companies always need. Rather than scramble for leads every six months, having loyal buyers you can turn to during slow quarters means everything—including your survival.

While your buyers want information about you, they also want to know how your products solve problems for them. It's why all of your marketing content should focus on identifying exactly what your customers’ problems are and how you can solve those problems. With this approach, your buyers are more likely connect with you emotionally.

How do you talk about those problems in your marketing content to make it compelling?

By using the reliable concept of blogging and writing other content, you can go into detail about each problem you know your buyers face. Then you can tell interesting stories about how to solve these issues with your products. You don’t necessarily need to use hard-sell marketing tactics.

SHOWCASING PROBLEMS THROUGH BLOGGING

There isn't a doubt that blogging is still the most powerful method of getting across information in a less corporate way. The format is such that you can be personal and use an entire page to explore a typical business problem in considerable detail.

Try to identify numerous problems your buyers typically encounter. You can find out by doing some marketing analysis on the buyers you already have. If you scope out at least a dozen different problems, you probably have enough blog material for months or even years.

Analyze every problem to the core, exploring it from different angles in each of your blogs. Show how products like yours solve your readers’ issues without imploring the reader to click a link to buy something from you. Let them gravitate to your website naturally based on your proven expertise.

If you’re concerned about the amount of material you can cover, don’t worry. One great thing about blogs is that you can frequently find variations on one theme. This means you could re-purpose many of your blogs into other media content and make it look like new information.

DEMONSTRATING PROBLEMS THROUGH VIDEO

Presenting a problem visually is always compelling, and short-form video is an effective outlet. If you can, present a real story about a business problem and how you helped solve it. This could even be from a real past buyer in the form of a testimonial.

Nevertheless, don't be afraid to create a fictional narrative on video about a business issue. Buyers will still relate if it's done in a believable way. Try adding a little humor to the situation. It adds a layer of fun and cuts down on the negativity.

VISUAL CONTENT WITH VIRAL POTENTIAL

Consider other visual and potentially viral content that showcases how to solve a problem. Infographics are one of the best ways to talk about a problem in an entertaining way. Infographics have the ability to go viral if they are created with visuals that are vibrant and compelling.

The best use of an infographic is when you can give detailed stats that would either be too boring or hard to understand in a blog or a video.

Nurturing personal customer relationships in the B2B industry is vital to developing a modern and effective marketing campaign. Use blogs, videos, and infographics to make that connection, and show your buyers that you understand their problems. Be sure to underscore that not only do you know what issues your customers face in their industries, but show them that you can solve those problems with your product, too.

Mark Baker

Mark Baker is a natural artist. Since starting his first business hand painting graphics onto vehicles in high school, Mark gained experience in the entertainment, sports, and retail industries before founding this company in 1993. Honest and pragmatic, Mark knows that anything can be accomplished with a great communication plan and creative thinking. 

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