The Key To B2B Marketing: Narrow The Focus To Increase Results.
Many B2B marketers have become overly concerned with the quants. How many people can we reach? How many likes can we get? How many prospects can we touch? How many leads can we put on our email list?
On the surface, it kind of makes sense to cast a wide net and hit the market en masse, and indeed this is a strategy commonly used by marketers who favour a strategy of throwing money at campaigns to reach a vast number of impressions or views and hope that these will somehow convert into sales.
As Gordon Ramsay would say, “What a Shame”.
Targeting every man and his dog with mass B2B marketing campaigns is counterproductive, and a waste, for a number of reasons:
- Mass targeting does not allow for personalized marketing messages that actually resonate with real people in your audience.
- Casting a wide net takes away from the authenticity and unique value proposition that your brand has to offer and replaces it with a general, blasé vibe.
- Targeting everyone with a broad message represents your business as a ‘jack of all trades and a master of NONE’
- Going for the whole pie, instead of a specific segment, results in unqualified leads and wasted time in the sales process.
According to Al Reis and Jack Trout (The 22 Immutable Laws Of Marketing), The most powerful concept in marketing is ‘owning’ a word in the prospect’s mind. This is the law of focus, you ingrain your brand into your customers’ minds’ as the go-to business for a singular concept.
What’s your Unique Value Proposition?
What is it that makes your brand stand out from your competitors?
Why should they do business with you?
Let’s take an example. If you are a business coach, stop trying to market business coaching – there are literally thousands of other people marketing exactly the same service. Instead, narrow your focus and think… How can you help your prospect with their specific pain points?
Is it your ability to help businesses increase sales conversion rates? Is it your ability to maximize employee engagement in the workplace? Is it your ability to improve productivity and time efficiency of management?
Instead of “Business Coach”, You become “Sales Conversion Rate Specialist For Tech Companies”. Who do you think your prospect is more likely to hire?
As a marketer, there is nothing more important than the ability to put yourself in the shoes of your customer.
This form of empathetic thinking allows marketers to effectively convey their benefit, to their audience. A tangible benefit, that solves a particular problem for that particular prospect is a powerful combination. In contrast to this, a broad marketing ‘blast’ that targets no one, in particular, is doomed for poor to mediocre results.
‘The essence of marketing is narrowing the focus, you can’t stand for something if you chase after everything’.