Most people in business are familiar with the terms B2B (business to business) and B2C (business to consumer) and can easily identify which one applies to their business. What you may not realize yet is the value of B2P (business to people) marketing, and how you can use it to your benefit now more than ever during the coronavirus.
First off, what does it mean to use a B2P marketing strategy?
It’s not really a different marketing strategy so much as it is a recognition that whether you are a B2B or B2C company, your customers are all people.
This is especially valuable for B2B companies to keep in mind. While B2C companies may already be employing B2P strategies by selling to people through personalized ads on social media channels like Facebook and Instagram, B2B companies tend to be more reserved in the content they create and curate.
They are always aware that they are selling to a company, ignoring the fact that these companies are comprised of people with individual interests, too.
The trend towards B2P marketing isn’t new, especially for B2C companies. B2P marketing has actually been a growing trend ever since personalized advertising became a possibility.
Now that the pandemic has forced a lot of people to work from home, the idea of people at work being different than people at home is crumbling. Home and work life are more intertwined than they ever have been before. People are courteous, understanding when a virtual work meeting is interrupted by a family member. People are becoming more relaxed after seeing their coworker’s homes and seeing their coworkers in jeans. People still aim towards professionalism, but a lot of the rigidity and lines separating work life from home life are more relaxed now.
B2B companies are selling to businesses and may keep in mind that a small group of people are responsible for decision making. They should seek out ways to connect to the people in the business, not the business itself.
You Offer Personalized Customer Service, Right?
If not, start here! This is the most obvious spot for a B2P philosophy to come into play. You’re offering help to the one person who is asking for it, not to the person’s organization. Be personable, understanding, and empathetic to your customer’s needs, and this will go a long way towards influencing your company’s B2P strategy. Be sure to offer a quick response, too!
Avoid Safe Choices to Stand Out
So, what’s the best way for a B2B company to focus on marketing to the people? Let’s consider your brand identity. A lot of times, B2B companies make safe choices here. Compare your company to your competitors. Does your website copy have the same tone and use the same language? Do you use similar color schemes, graphics, and photos? Ask yourself if you can find a way to stand out here. Showing your company’s personality is an integral part of coming across as more personable. You may not want (or need) to overhaul your brand identity. But, some well thought out changes could have a positive impact on your marketing strategy.
Does Your Company Have a Story to Tell?
One easy way to differentiate yourself from the competition is in the stories you tell about your company. Focus less on sharing content that is very results and numbers driven. Instead, look for stories within your organization that emphasize your humanity and your connection to your customers.
Consider how you want to come across to your target audience when you choose the stories you share. If you want customers to view you as sincere and empathetic, strive to share stores where your company used these traits to help a customer.
Making a conscious shift to B2P marketing requires a lot of thought and intention in your marketing choices, but the payoff is well worth it. Just consider the importance of relationship-building during the pandemic. Remember, if you need help implementing any B2P marketing ideas for your company, we are happy to help.