Thanks to the internet, customers can now find solutions to meet their requirements or needs at any time from any place. Since standing out is such an important factor in driving sales, how do you achieve it? We identified 4 B2B communication tactics to help you stand out from your competitors.
First off, a recognisable positive brand image is the result of long-term consistent branding. It is a statement of who you are and what you do and involves consistent use of colours, visuals, tone of voice and presence. Done right, it will make the difference between you and close alternatives. So, take care of your branding! Don’t rush it. Make it part of your communication strategy and make it something you are proud of. Something that shapes the way people think about you. Something that resonates through the relationship you establish with your customers and prospects.
Focus on the solution
B2B communication tends to focus on product features. A lot of time has gone into developing a new feature. So, the first instinct of businesses is to talk about the new feature’s attributes and capabilities. But what customers really care about is what it does for them. How does it improve their operations? How does it respond to their needs? Our advice is to focus on those needs and clarify to audiences why it is applicable to them. Tell a story that applies to your customers and how it can be a major improvement to their business.
Thought leadership is the expression of ideas that demonstrate that you have expertise in a particular field, area, or topic. In plain language: It informs your audiences where you excel, and it builds your reputation. Positioning yourself and your brand to be an expert can be a determining factor that tips prospects over to choose your solution rather than that of a competitor.
Building a reputation through thought leadership is not done overnight. Successfully positioning yourself as an expert requires a campaign approach. This requires good copywriting.
Focus on your strengths
Identify where your business offers a solution that is unique, and determine where it meets customer requirements. Then you can and should center your marketing and communication efforts around that. Think about it. There is no need to compare yourself to other companies; focusing on your strengths will give you all the credibility you need.
More about the author
Louis De Nolf is general manager of duomedia. With his background in marketing and sales, he combines creativity with a realistic approach to communication campaigns.
He is a trend watcher who likes to share his views on the latest developments within PR, marketing and communication.