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Imagine a serene duck gliding gracefully on the surface of a tranquil pond. Above the surface, the duck appears effortless, smooth, and unruffled, but beneath, there’s a flurry of activity – a complex dance of webbed feet propelling the duck forward.
Think of marketing as everything above the surface. And that hidden force beneath the water? That’s strategic communication – the powerful yet often underestimated component that can help drive business-to-business (B2B) marketing success.
As beautiful as marketing may look above the surface, here’s how strategic communication can support and enhance marketing:
Dominating your market isn’t a fantasy. It’s about identifying who truly matters. Here’s how data analysis can transform you into a communication champion and propel you to the top.
Data Drives Smart Communication
As with data-driven marketing strategies, communication strategies rely on data – market research, internal insights, first-party data, and more – to understand your audiences (those who receive your message) and stakeholders (those invested in your success).
While marketing traditionally focuses on external audiences (your customers), communicators are concerned with understanding ALL external and internal audiences and stakeholders.
Who’s who in this audience zoo?
It can get confusing! Here’s a quick breakdown:
How do you know whether you’re addressing an audience or a stakeholder? Figure out how you interact with each group. Are you simply broadcasting a message, or is there a back-and-forth?
Why This Matters
Ignoring key stakeholders or failing to inform crucial audiences can be a recipe for disaster. Data analysis helps you avoid this by pinpointing the right people and crafting targeted messages that resonate.
B2B Success: Unlocking Hidden Gems
Data isn’t just about crushing the competition – it’s about uncovering hidden advantages that give you the upper hand. Take your employees, for example. They often possess a wealth of knowledge about your customers. By actively listening to their insights and leveraging their expertise, you can unlock game-changing ideas for product improvement and gain a deeper understanding of your market.
Marketing drives customers to your door, but what happens once they walk in?
A well-mapped customer journey is the key to B2B success. It helps you understand the steps your prospects take, from initial research to purchase decisions. This knowledge empowers you to:
The result? Satisfied, loyal customers who fuel your long-term growth.
Beyond the Doorstep: Why B2B Needs Strategic Communication
Marketing traditionally focuses on external audiences – your customers. But the journey doesn’t end there. Strategic communication bridges the gap by ensuring:
The B2B Customer Journey Puzzle: Putting the Pieces Together
Imagine the B2B customer journey as a puzzle – complex and ever-changing. Internal roadblocks, like communication gaps between marketing and sales, can make solving it even trickier.
This is where strategic communicators come in. They work alongside operations to:
By tackling these challenges, strategic communication helps you create a seamless customer journey that drives B2B success.
Imagine your B2B company is at a trade show. But instead of a unified presentation, each department has its own message. Confusing, right?
That’s what happens when your messaging lacks consistency. Here’s why a clear, consistent message is crucial for B2B success:
In short, consistent messaging isn’t a nicety – it’s the foundation for strong B2B relationships and lasting success.
Have you ever felt the pressure to “fix” marketing with quick solutions? Statements like, “We need a new website!” or “Let’s boost social media!” might sound good initially, but without a plan, they can waste resources.
This is where communication strategy comes in. It helps you avoid this trap by using a framework called Goals, Strategies, Objectives and Tactics (GOST) to ensure your marketing efforts are aligned and deliver results.
Here’s how GOST helps B2B businesses succeed:
The Benefits of Planning Before Acting
By following the GOST strategy framework, you avoid jumping into tactics without a clear plan. This ensures your marketing efforts are:
Real-World Example
Imagine a B2B client who wants to launch a campaign for their service department. However, after discussions using the GOST framework, a deeper issue is revealed. They struggle to connect with the industrial sector and can’t even get callbacks.
The solution isn’t just a marketing campaign. It might involve:
By addressing these foundational challenges first, the B2B company sets itself up for success before launching any prospect-focused campaigns.
Things don’t always go according to plan, and unexpected challenges can threaten your B2B success. That’s where strategic communication comes in as your secret weapon. Here’s how it helps you navigate rough waters:
By combining crisis planning with proactive risk assessment, you create a shield for your B2B business. This allows you to:
Imagine the peace of mind knowing you have a plan in place to handle whatever comes your way. Strategic communication is your key to building a resilient B2B business that can weather any storm.
How can you tell if your marketing needs more strategic communication?
Need help? We’re here for a chat or a courtesy website audit – let’s get those ducks in a row!