Marketing ogbon lati Ọkan ninu awọn bummers ti o tobi julọ ni titaja B2B-paapaa SaaS-ni aini eniyan. Lakoko ti B2C jẹ gbogbo nipa ṣiṣe akoonu ẹda lati ṣe idagbasoke awọn asopọ ẹdun. Agbaye imọ-ẹrọ ti di arosọ pe titaja B2B ko yẹ ki o jẹ ẹdun . Laisi iyanilẹnu, pupọ julọ akoonu ti a rii jẹ jeneriki aibikita. Ati aibikita. Ati pẹlu dide ti AI. O ṣee ṣe lati rii awọn ilana titaja diẹ sii ti o lero bi wọn ṣe ṣẹda nipasẹ awọn bot, fun awọn bot.
Ireti didan wa botilẹjẹpe. Ti gbogbo eniyan ti o wa ninu ile-iṣẹ rẹ ba ṣubu ni laini. Sisọ akoonu ti kii ṣe eniyan ni aarin-tabi paapaa ba wọn sọrọ — o ni aye nla lati ṣe iyatọ.
A sọrọ nipa koko-ọrọ gangan yii lori adarọ-ese Awọn Wins Itan Ti o dara julọ. Nibiti a ti ṣe itẹwọgba Justin Rands. Oludari Apẹrẹ Brand ni Oyster HR . Oyster HR jẹ ipilẹ iṣẹ oojọ agbaye ti o jẹ ki o rọrun lati bẹwẹ sanwo. ati abojuto awọn ọmọ ẹgbẹ ẹgbẹ nibikibi ni agbaye. Wọn jẹ ile-iṣẹ SaaS kan. ṣugbọn ko dabi ọpọlọpọ awọn ile-iṣẹ SaaS. Wọn mọ daradara pe ojutu imọ-ẹrọ wọn ti kọ si iṣẹ eniyan ati eniyan nikan. Fun Rands ati ẹgbẹ rẹ. Idojukọ-centric eniyan jẹ bọtini si titaja aṣeyọri. Ati pe o yẹ ki o jẹ fun ami iyasọtọ rẹ paapaa.
Ni Oriire, a ni awọn imọran ti o nilo lati kọ awọn ilana titaja ti o ṣe atunṣe pẹlu eniyan (ati ki o jẹ ki ami iyasọtọ rẹ jade ni ilana naa).
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5 Awọn ilana Titaja lati Sopọ Pẹlu Olugbo Rẹ
O le ro pe a ṣe titaja rẹ fun eniyan, ṣugbọn ronu lẹẹkansi. Nipa fifun titaja rẹ pẹlu igbadun diẹ diẹ sii, idunnu, ati ihuwasi eniyan, o le yi gbogbo ẹrọ titaja rẹ pada ki o yipada eniyan diẹ sii ju ti iṣaaju lọ. Ti o ko ba ni idaniloju bi o ṣe le ṣe, eyi ni awọn imọran ipolongo marun ti o tẹ sinu itara, , ati awọn iwulo awọn olugbo rẹ.
1) Sọ awọn itan nipa awọn igbagbọ iyasọtọ rẹ.
Awọn ami imọ-ẹrọ le ṣọ lati ṣe ẹjẹ papọ. Pẹlu apẹrẹ aaye jeneriki kanna, , ati isamisi, o ṣoro lati ṣe iyatọ iru ẹrọ eto inawo lati iru ẹrọ adaṣe titaja kan. Ṣugbọn ọna kan ti o le duro jade ninu ijọ eniyan ni lati fi igboya pin ọkan ami iyasọtọ rẹ (pẹlu idi rẹ, iran, iṣẹ apinfunni, ati awọn iye) ninu awọn ipolongo titaja rẹ. Awọn eniyan jẹ ifamọra ti ara si awọn miiran ti o pin awọn igbagbọ wọn — ati pe awọn eniyan nireti pe awọn ami iyasọtọ lati ṣe afihan diẹ sii nipa awọn igbagbọ ati awọn idiyele wọn ni ode oni.
Gẹgẹbi Rands ti sọ, awọn ami iyasọtọ nla ti o sọ awọn itan nla n sọrọ nigbagbogbo si ọkan.
Bi o ṣe le ṣe afihan awọn eniyan ti o jẹ ati ohun ti o bikita, diẹ sii awọn eniyan yoo gbẹkẹle ọ mejeeji ati fẹ lati ṣiṣẹ pẹlu rẹ.
Imọran: Fọ awọn iye ile-iṣẹ rẹ sinu awọn ọwọn itan. Lẹhinna ṣakoro akoonu nipa iyẹn. Fun apẹẹrẹ, ti ọkan ninu awọn iye rẹ ba jẹ “gba imotuntun,” ronu gbogbo awọn ọna alailẹgbẹ ati ẹda ti o le ṣe afihan iyẹn: irin-ajo lẹhin-awọn oju iṣẹlẹ ti laabu, awọn ilana imudanu alailẹgbẹ ti ẹgbẹ rẹ, ati bẹbẹ lọ.
Apeere: Ọkan ninu awọn iye pataki Slack jẹ itara. Lati fi iye yẹn sinu iṣe ati igbega idi kan ti wọn bikita nipa, wọn ṣe agbejade Ile / Ọfẹ , iwe itan ti o pin awọn itan ti awọn eniyan mẹta (pẹlu ẹlẹrọ sọfitiwia Slack) ti o dojuko ipenija ti irapada awujọ lẹhin isọdọmọ. Nkan akoonu alailẹgbẹ yii jẹ ọna ikọja fun ile-iṣẹ imọ-ẹrọ lati ṣe afihan idi kan ti wọn bikita nipa ni ọna ti o nilari.
2) Ṣe akiyesi awọn eniyan rẹ.
Awọn eniyan ti o wa lẹhin ami iyasọtọ rẹ jẹ awọn ile agbara ati awọn ẹlẹṣin ti o jẹ ki idan naa ṣẹlẹ. Ṣugbọn nigbagbogbo awọn eniyan wọnyẹn ni a tọju sinu awọn ojiji, oṣupa nipasẹ sisọ awọn ẹya ati awọn idii. Ṣugbọn ranti pe idari pẹlu eniyan marketing ogbon lati rẹ kii ṣe gimmick ifọwọkan-feely nikan. Ni agbaye B2B, gbogbo rira nilo rira-in ti nọmba iyalẹnu ti awọn oluṣe ipinnu. Awọn eniyan yẹn fẹ lati ni idaniloju pe awọn eniyan ti wọn le gbẹkẹle, awọn eniyan ti wọn le gbẹkẹle, ati awọn eniyan ti o mọ sh *t wọn gaan ni wọn ṣe.
Fifihan awọn eniyan rẹ ni awọn ọna ti o daju-ati gbigba wọn laaye lati jẹ ojulowo ara wọn-jẹ ọna nla lati fi awọn oju eniyan si ami iyasọtọ rẹ. Fun apẹẹrẹ, Rands sọ pe o jẹ diẹ sii ju Oludari Oniru Brand lọ. ”Rands sọ. Fun ẹgbẹ Oyster. Fifi pe Layer ti eniyan si awọn nkan bii fọtoyiya ṣe iranlọwọ lati ṣafihan ẹgbẹ wọn kii ṣe gẹgẹ bi awọn oṣiṣẹ ṣugbọn bii, daradara eniyan.
Apakan ti o dara julọ nipa ọna yii ni pe nigba ti o ba fi awọn eniyan rẹ si iwaju ati aarin. O foju ọpọlọpọ awọn igbadun ti titaja ipele-tete. Lati fo wọn le mọ awọn eniyan ti o wa lẹhin ami iyasọtọ rẹ. Pẹlu awọn iwoye wọn, awọn ifẹ ati oye wọn.
Example: When we VideoAmp’s website. We made sure to infuse the site with people-centric imagery. Although their tool is a Imudojuiwọn 2024 Data Nọmba Foonu Alagbeka data-driven ad platform, our research found that site visitors were especially in the people behind the brand.
3) Build campaigns around real customers.
People want social proof when they 5 smart marketing ogbon lati humanize rẹ tech brand make a purchase. (Again, as humans, we want the validation of others.) Customer success stories are one of the best ways to showcase how your tech can benefit people. But tech marketers often default to dry, boring case studies that aren’t interesting or engaging.
It’s important to remember that a case marketing ogbon lati study is really the story of how you helped somebody. For this reason, it’s important to shape a compelling narrative.
Identify the customer’s problem.
Explain why the customer chose you.
Share what you did to solve the problem.
Highlight the impact on the business.
As you’re telling the story, think about ways to weave in the value and emotional benefits that your product or service provides. What you’re selling is the ideal future state for your customer—and that is steeped in emotion.
Tip: If you can, let the customer tell their singapore nọmba own story in their own words. Putting customers front and center makes your brand more personable and reinforces the community you’re creating.
Example: Mailchimp turns their customers into stars of their success stories. In short, snappy, and energetic videos, they let customers introduce their business and explain how Mailchimp helps them.
mailchimp tekinoloji tita itan aseyori onibara
4) Create content with your community.
One of the biggest things that tech brands underutilize is their community. In fact. Many Silicon Valley “innovators” focus too much on the product and not the community that it. (But, hey, that’s a whole other podcast.)
In marketingwe see this as a opportunity. marketing ogbon lati As much as the people behind your brand are a wealth of information. So are the people who buy from your brand (or will). You always want to look for ways to engage them and creating content with them—or by them—is a great way to do it.
Use opinion polls to engage with them on social.
Ask people to submit their best tricks and hacks for a roundup.
Reach out to industry expert for their trend predictions.
Tip: For more ideas to incorporate UGC into your content strategy, here are 11 ways to create more content with your community.
Example: This very article was by a conversation we had on Best Story Wins, the very podcast we to engage with our community more. The conversations we have allow us to connect with industry peers, glean wisdom, and—most importantly—turn it into helpful content that provides value to our audience. It’s a win-win-win.
5) Share the lessons you’ve learned.
Ailagbara jẹ ọkan ninu awọn eniyan julọ, ṣugbọn ọpọlọpọ awọn burandi bẹru lati ṣafihan eyikeyi iru ailera. Kii ṣe nikan ni eyi sunmọ ọ si awọn olugbọ rẹ ṣugbọn o tumọ si ati iwọ-ati agbegbe rẹ— padanu awọn ibaraẹnisọrọ to niyelori ati awọn aye ikẹkọ.
Gbogbo wa ni awọn ewu ti ko sanwo. Gbogbo wa ni a kọ awọn nkan ni ọna lile. Yipada awọn akoko lile wọnyi sinu akoonu jẹ iṣẹ nla si agbegbe rẹ. O ṣe afihan pe o fẹ lati mu ikọlu kan ki wọn ko ni lati. O fihan pe o n tẹ ararẹ nigbagbogbo lati dagba ati ṣe diẹ sii. Ati pe o itara diẹ sii laarin iwọ ati awọn olugbo rẹ.
Imọran: Yipada awọn ikuna rẹ si awọn akojọpọ marketing ogbon lati awọn ẹkọ ti a kọ tabi awọn aṣiṣe lati yago fun . O tun jẹ nla ti o ba le gba agbegbe rẹ niyanju lati pin awọn iṣẹgun wọn tabi awọn ẹkọ paapaa.
Apeere: Mailchimp adarọ ese Lilọ Nipasẹ O lati ṣafihan bi o ṣe le le lati ro ero igba lati dawọ ati igba lati tẹsiwaju. Koko-ọrọ yii jẹ ibatan iyalẹnu si awọn olugbo wọn ati pe o ṣe iranlọwọ ori ti agbegbe ti o pin.
Bi o ṣe le Ṣẹda Awọn isopọ diẹ sii pẹlu Olugbo Rẹ
Ọkan ninu awọn idi nla julọ ti awọn burandi n tiraka lati sopọ pẹlu awọn olugbo wọn jẹ nitori wọn ko mọ ẹni ti wọn jẹ. Wo itọsọna wa lati idanimọ ami iyasọtọ ti o lagbara lati rii daju pe gbogbo nkan ti akoonu ti o n ṣe ibaraẹnisọrọ ami iyasọtọ ati eniyan rẹ nitootọ. Lẹhinna bi o ṣe tẹsiwaju lati ṣe agbekalẹ ilana akoonu akoonu rẹ. Wa awọn ọna diẹ sii lati fun eniyan rẹ sinu irin-ajo olura rẹ.
Jẹ onibara-akọkọ ile-iṣẹ. Ju ọpọlọpọ awọn burandi fojusi lori ara wọn dipo ti a sin wọn jepe. Gbiyanju awọn imọran wọnyi lati rii daju pe o nfi eniyan si akọkọ.
Ṣe iyanilenu wọn . Wo awọn imọran wa lati titaja ti o nfa apoowe naa.
Ṣe afihan ori ti arin takiti rẹ. Wa bi o ṣe le ṣe titaja ti kii ṣe alaidun.
Ni pataki julọ
wo si awọn amoye ni ile-iṣẹ rẹ lati rii bi wọn ṣe n mu awọn ọkan awọn ọkan. Ati ipin ọja. Alabapin si adarọ-ese Win Itan ti marketing ogbon lati o dara julọ fun awọn imọran diẹ sii lori itan-akọọlẹ B2B. Ati pe ti o ba nilo iranlọwọ lati mu akoonu rẹ wa si igbesi aye. Tẹle awọn imọran wa lati wa alabaṣepọ ibẹwẹ ti o tọ . (Ti o ba fẹ bẹrẹ isode rẹ pẹlu wa. Wo awọn FAQ wa tabi de ọdọ .)
Ju gbogbo rẹ lọ. Ranti pe apakan eniyan ti titaja jẹ nipa itankalẹ ati idanwo. Gbiyanju awọn nkan titun. Tọpinpin awọn abajade ki o ṣatunṣe ni ibamu. Ti o dara orire jade nibẹ.