b2b marketingThe days of “one size fits all” marketing are history. Treating all your clients the same has never been a good marketing approach. Today it’s even more critical to pay attention to your audience. These days your clients are telling you what they want to know instead of what waiting passively for you to tell them what you think they should know.

Why does that matter?

Let’s say you’re a distributor of pet supplies and you sell to pet supply stores across the country. You can’t assume that all of your clients only carry products for cats (even if you happen to be a cat person yourself). Pet stores cater to dog lovers, too. And they need to have supplies for the people who like hamsters, rats, fish, and birds. And some stores may focus on exotic pets such as snakes.

Here’s the issue:  If you gear all of your messaging exclusively to cat products, you’re going to miss a huge chunk of your audience.

Bottom line –

  • How well do you really know your clients (your target market)?
  • Do you communicate with all of your clients as if they were interested in the same thing?
  • Shouldn’t your content address the needs of each target market?
  • And, wouldn’t it be nice to get feedback from your clients in order to improve your service?

Today’s Inbound Marketing Techniques allow you to better address the specific needs and wants of your clients. And the good news is, it won’t cost you that much.

For example – do you utilize your company blog to benefit your clients—and to gather information that will help you service them?

  • Remember that blogs are designed to be two-way streets - not just a platform for you to “preach” to clients.
  • Blogs are also an avenue your clients can use to respond to you.
  • Give them helpful information and then ask them what else they want to know.
  • Ask them how you could improve whatever goods or services you provide that would make them more useful.
  • Ask them to share successes—and failures (You know clients will talk to each other if the products they buy from you don’t work, or if they have a bad experience. It’s better when they do it where you can see it, learn from it, and respond).

Listening is huge. Some businesses think blogs are all about talking. Really, they’re just as much about listening to what your clients are saying. If you give them the opportunity to respond—and listen carefully—you can learn a lot about what they want, what they need, and what they really think about your products and services (instead of what you think they think).

Your clients are all different. One size doesn’t fit all. What steps are you taking to find out what your clients are thinking? What are your biggest challenges? What’s working and what’s not?

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