B2B Marketing
Subtle adj. Showing or making, or capable of showing or making, fine distinctions of meaning.
How many times have you been told that: great marketing has to be "off the wall"; your message really needs to "knock-out" your audience; you have to be loud to stand out from the crowd.
Consumer marketing tactics are frequently about big-budget, high-impact campaigns. But if you're selling services to other businesses you might want to consider a different approach.
Often it's the subtle message that makes a difference. Not one that's really loud, but one that really hits the mark with the audience. Sometimes you need to fine tune your marketing message in subtle ways to make a bigger impact.
The sort of subtleness I'm talking about could be:
* Using industry specific terminology in messages.
* Using the right tone of 'voice' in communications.
* Participating in the most appropriate trade events.
* Providing information that demonstrates insights into client problems.
* Recognising key phrases during the sales process and responding specifically to them.
* Talking about results in terms the particular reader/listener will understand.
You should think about the benefits of preparing different versions of your standard promotional message. Pay attention to the specific audience of the particular marketing activity you are implementing.
Subtleness = Understanding. Clients will recognise your understanding of their situation or industry and you will be viewed as a specialist.
A strong benefit of this approach is that - as a specialist - you can avoid being perceived as a commodity. Consequently you are in a much stronger position to close the sale without being pressured into price concessions.
For example, on a web site describe your services in different ways to appeal to different types of clients. If you need a brochure to use with a variety of client types, consider segmenting the information so you can demonstrate benefits in a relevant way.
The key is to pay attention to the little things that make a big difference. A great article on how email messages can be customised in subtle ways can be found here.
This subtle approach can easily be used in personal presentations. You may have one "30 second introduction" or "elevator pitch" that you use at a general business networking event. You could also have another version of your introduction to use at a meeting of colleagues within your own industry.
Take up the challenge to be subtle. It works.
(c) Marketing Nous Pty Ltd 2005
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at http://www.marketingnous.com.au.
Latest News
Arke Systems Sponsors Atlanta Integrated Marketing Summit MarketWatch - The half-day summit drew a crowd of over 500 professionals in the marketing, advertising, publicity, promotion, public relations and allied creative ... |
Bonnie Becker Joins InnoCentive as Vice President of Marketing MarketWatch - She was responsible for overall profit delivery, strategic positioning, long term vision, and marketing execution for these product lines. ... |
The First Book About Marketing Resource Management MarketWatch - Authors Romek Jansen and Frans Riemersma (MRMLOGIQ) explain in clear wording and through many illustrations how marketing departments can operate more ... |
Ifbyphone Names Industry Veteran Todd Curry Vice President of ... MarketWatch - Curry was previously the co-founder and president of e-marketing consultancy Ascenda Partners, LLC. Ifbyphone founder and CEO Irv Shapiro said: "Since Todd ... |
 International Business Times | Convio Names Sara Spivey Chief Marketing Officer MarketWatch - "Sara is a proven leader with a track record of success in brand development, creative product marketing and strategic business development," said Gene ... Convio creates new strategic position and promotes Fred Waugh Fred Waugh Assumes Role as Vice President, Alliances at Convio |
Sagefrog Survey Shows More Companies Are Outsourcing Their ... International Business Times, NY - The regional survey, compiled by Sagefrog Marketing Group, showscompanies in Philadelphia and NewJersey are spending 10% or more of their budget on ... |
Bales Worldwide Boosts Sales by Five Percent using Neolane Cross ... MarketWatch - Enterprise marketing software provider Neolane today revealed that its customer Bales Worldwide, a tour operator, has increased sales by some five percent ... Cross-Channel Marketing Arrives: Aberdeen Group Defines the Next ... |
How to Use Social Networking Sites for Marketing and PR New York Times, United States - Learning how to use them wisely for marketing can increase your business profile. AllBusiness.com is a business Web site that provides information and ... |
mDialog Welcomes Paul Vogelzang as Chief Marketing Officer MarketWatch - Paul Vogelzang, a web 2.0 marketer and digital influencer, has joined mDialog as chief marketing officer. -- mDialog is a company committed to delivering ... |
Search Engine Optimization Company Submit Express Hires New Vice ... MarketWatch - As a proven leader of technology sales and marketing teams with more than 20 years of IT experience, Horwitz will significantly enhance the company's ... Keys for higher rank in search engine results Search Engine Optimization Company Submit Express Hires New Vice ... |
Resources
-
Sorry Currently Unavailable