The core to any B2B marketing campaign is coming up with “the offer” – a statement of how your company plans to address the needs and requirements of your customers and prospects. If you get the offer right, you can get the campaign right. Here are five questions you need to be asking:
Question #1: What is your offer?
You can think of the offer as the message that is designed to resonate with potential buyers. The better you know your customers, of course, the better you can come up with an offer that will lead to a final sale. This requires a lot of interplay between the marketing and sales team, as part of an iterative process that leads to an offer that converts every time.
Question #2: Where do you plan to deliver this offer?
The two basic options are offline and online. The decision of where to deliver the offer is, in many ways, a function of your core audience. The best strategy, obviously, is to place the offer so that it reaches as many of your core audience members as possible. The answer to this might be email, print ads, online ads, or social media.
Question #3: What is the core audience for this offer?
At a very minimum, it’s important to put together a basic profile of your users. There’s a lot of data and information that you can use for this purposes, ranging from basic demographic data (age, gender, income) to more complex psychographic data (interests, tastes, behaviors, preferences). As you deliver more and more nuanced profiles, it’s possible to go the next extra step and create unique buyer personas, which are essentially detailed descriptions of your organization’s most important buyers.
Question #4: How do you plan to attract attention for this offer?
In many ways, the distribution channel you choose in Question #2 will determine how you plan to attract attention to the offer. Say, for example, you’ve determined that you will choose social media as your distribution channel. The next step might be to select the specific platforms – Facebook, Twitter, LinkedIn – and then the specific form of interaction on those platforms.
Question #5: What call-to-action will accompany this offer?
Think of the call-to-action as the final sentence that you will include with every message. What action do you want prospects to take. Is it something simple – like sign up for an email newsletter or visit a new landing page? Or is something complex, like asking them to complete the final sale?
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These are the five critical questions to ask before launching any new B2B marketing campaign. Being able to answer them in sufficient detail could determine the final effectiveness of your campaign. At the very least, they will get everyone from the marketing team on the same page. They will know exactly what message they will seed in the minds of prospects, where to distribute this message, and what type of action you expect them to take.
You can also think about working with a vendor like Kutenda, which makes it possible to monitor and measure the eventual success of any multi-channel or multi-platform campaign, whether it contains email, social media, microsites or search engine marketing.
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.