This is especially true in B2B digital marketing , where the main problem is not so much making yourself known or shouting the presence of your business to the four winds, but rather being able to make the potential customer understand why they should purchase the service from me rather than from any of my competitors .
B2B Customers USP
The theme of differentiation is therefore the most important one to georgia phone number library address after studying the target; now that I know who I have to speak to, what can I communicate to them to ensure that in their mind they perceive me as the best possible solution among all the alternatives that are presented to them?
A first step may be to answer questions like:
Why should the customer buy from me or be interested in me?
What should he do to learn more about my differentiating idea?
Where can you find a trial of my product or service or ask for information?
Why shouldn't he miss my offer?
Why is what I offer more suitable for a specific need than other offers on the market?
Why should the customer act now and not wait?
How does the customer accept my offer?
In short, it is about defining your Unique Selling Proposition (USP), which is the specific advantage that your product/service offers your customers, the feature that differentiates you from your competitors, the fulcrum around which your company's communication should revolve.
Latent demand and conscious demand
Once this is done, you will have to take into account the fact that, especially online, there are two major strategic channels that lead to finding potential customers:
latent demand : often people do not know that they have – or do not yet have – a need that could be satisfied by your business, or in any case they are not fully aware of it. To intercept them – they could be excellent prospects – you can constantly create content on social networks (Facebook and Instagram first and foremost) to attract a following to retain through conversation and information.
Users are very happy to follow people and companies that provide them with information or from which they can learn something. If with your business you provide them with vertical content on a specific topic, they will remember you as a professional in that field and will have no doubts about who to turn to in case of need. This is a medium/long-term practice that focuses on generating a climate of trust , attention and awareness towards the business.
conscious demand : here it is about intercepting people at the exact moment in which they feel the urgency/need to purchase a product or service. This strategy lives in search engines like Google, where every day thousands of people - and therefore potential customers - search for information and ask questions on the most disparate topics. And you must be ready to intercept them and provide them with the best answers, through ads, landing pages and, above all, valuable content. This is the most effective channel in the immediate future and requires great technical and content skills.
