Quick: think of the best marketing spot you ever saw. Can you remember the name of the company or at least something about what they do? If they did their job right, the answer is yes.
So, how do you differentiate yourself from the crowd and create a memorable campaign?
We think there are three pivotal factors:
1 Strategic messaging
How are you unique? Who and where are your audiences? What are their pain-points? What are your goals? How do you flesh out the buyer’s journey in a way that’s useful and captivating?
By now, you know that B2B buyers do as much as 70% of their research online before they contact sales. You need to start off on the right foot, and that requires concise, targeted messaging driven by a thoughtful, holistic strategy.
2 Arresting creative
Even in the B2B world, your creative shouldn’t be boring. It should take a new path that differentiates you from your competition while staying connected to your brand.
What does that look like? Unexpected visuals. Interesting (or funny, if done right) metaphors. Bold direction. The goal of good creative is twofold: 1) get your audience to stop and pay attention, and 2) establish a cohesive thread that helps them walk a journey with you as the guide.
We think this spot does a good job of standing apart from the pack (herd?) and explaining a complex topic in a simple, memorable way.
3 Continuous optimization
Your job isn’t done when your B2B marketing campaign is in the wild. How is it performing? Does one piece of collateral seem to resonate more than others? What do your analytics tell you about your audience’s behavior?
Marketing can be an art. Regular performance reviews, coupled with calculated adjustments, can help you capitalize on your efforts to stand out and resonate with buyers.
Sound daunting? Mahalo can help. We call it mullet marketing – your expertise is the business in the front, and your differentiation is the party in the back. You’ve got it; we’ll help you flaunt it.
