bcm Agency
Why is B2B marketing communication important - and why now?
Miriam Drahmane CEO
bcm Agency
We all know we should do marketing. We need to do ‘more’ and ‘better’. But why? Yes, it should lead to more sales, but actually doing B2B marketing properly has so many more benefits for your business. We all know we should ‘do’ marketing. We all know we need to do
more of it, and do it better. I often hear business owners say this is because it will lead to more sales - which is, of course, the ultimate goal - but actually doing B2B marketing properly delivers so many other benefi ts for your business.
Communication. Where would we be without it? I know, if you’re like me, a day without email or calls would be like a dream come true, but imagine not communicating for any real length of time. You would feel alienated, ignored, lonely, unloved. And this is precisely how your customers feel when you are not communicating with them. (Or maybe they don’t notice because all your competitors are communicating with them instead.) Either way, you’re not treating your customer right. Delivering the
right product or service at the right time and for a good price is only part of the mix – communication is the marketing glue that draws it all together.
Your market share correlates to your brand strength T at’s right. You’re only as good as your brand. And the only way to get that brand and what you as an organisation stand for across is by the power of communication. What customers think of you and how you are perceived is as a direct result of your social feeds, or brochure, or website content. A strong brand has other hidden advantages
too, such as helping you to retain and recruit staff . It will also add value to your business if and when you look to sell, or alternatively help to convince investors to engage with you.
Communication is a two-way thing If your B2B marketing communications are done right, you will be entering into a dialogue with customers and prospects, as well as suppliers, affi liates and other stakeholders. And that dialogue is more powerful and reaps more benefi ts than you maybe realise. Every interaction pushes potential customers from unaware of your company to becoming a customer and eventually, we hope, an advocate.
But these conversations also give you information – valuable insight about your company, your staff , your products and services. It’s circular. You push communication out and information is given in return, which leads to insight, and which if correctly utilised, leads to informed decisions about
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ALL THINGS BUSINESS
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