Excellent products and services don’t sell themselves, it always comes down to how well you play the marketing game. And to win, you need to tell your story—and tell it well.
Over the past decade working in the Business-to-Business (B2B) space across a wide range of industries, I saw the same set of mistakes repeated over and over. It all boils down to treating B2Bs as Business-to-Consumer (B2Cs).
B2C companies develop content that can connect with a large demographic of mostly individuals. Their content needs to be relatable, humanize the business, empathetic, funny, trend-capturing, and casual. While, B2B needs are much more complex, you need to develop a personal connection with the reader, but more as a trusted business than a humanized brand.
This requires striking the right mix for your business model along the spectrum of serious to funny; casual to formal; trendy to well-established. Each point of contact with the public has to maintain that one right balance, and this is where we come in.
B2B content is never about writing press releases, helpful articles, and a couple of social media posts. It’s about creating value-driven stories that help you stand out from the crowd, attract new customers, and build long-lasting relationships.
One thing I’ve always noticed, over the course of my career, is how most SMEs are a few steps away from achieving a larger market share, higher sales, and a more robust image.
This is why I started The Business Storyteller, to help companies with just a few changes tap into their true potential.
We take out all the jargon and the needless complexity from the equation. Most business goals are easy to achieve if you only focus on the core functions and simplify your process. This is what makes a business easy to maintain and, therefore, easy to grow.
Consultancies aren’t only for large corporations. The smaller you are, the more you need help figuring out how to optimize your costs and generate impact with limited resources.
Finally, we prioritize easy-to-implement solutions.
Here are a couple of easy and fun tests to help you find out