04 Aug How To Design a B2B Communications Plan
If you work in a B2B environment then you’ll be well aware that B2B communications are nothing like B2C ones. But do you know how to design a B2B marketing plan to help you get customers?
In B2B, you have to focus on a more specific target audience and the subject matter will generally be much more technical. This means you have to use different techniques.
Before sending out communications as if there were no tomorrow, it’s best to develop a strategic plan. If you jump straight in without a plan, you’ll only end up wasting time and money. But if you plan, if you focus on strategy, you’ll see what incredible results you can get.
STEP ONE: WHO’S YOUR TARGET?
It seems unbelievable, but numerous companies these days still don’t know who their target audience is. Identifying your target audience isn’t about looking at basic demographics on where they live and their average salary. We’re talking about really getting to know your customer. That means identifying which phase of the buying process they’re in and knowing how you can help them because you know what worries them, what their aspirations are and what fascinates them.
STEP TWO: HOW DO YOU SPEAK TO THEM?
Once you know who your ideal customer is, you have to figure out how to get your message across to them. The first thing to bear in mind is YOUR REASON for getting in touch with them. Do you want to sell? Are you working on brand recognition? For each point of contact with your customer, you should have a clear goal.
STEP THREE: WHERE SHOULD YOU SPEAK TO THEM?
You also have to identify the channel: press, public relations, digital marketing (social networks, advertising, presentations or webinars). On top of that, you’ll need a defined tone, one that helps you make a strong connection with them.
And how are you going to be able to do this? Because you aced step one. (And yes, of course we can help you with that. Don’t suffer through it. It’s what we do and we love it.)
STEP FOUR: ACTION PLAN
Once you’ve clearly identified your target audience, analysed the sector and defined the channels, it’s time to prepare the actions that you’re going to take in the short and medium term. When you’re planning, be conscious of the resources available to you in terms of funds and number of hands on deck. Schedule the actions and make sure you measure them to see if you’re achieving your objectives and whether you need to change something.
At Intracon, we’re experts in designing communications plans and helping implement them. Can we help you?