No matter your business, recognizing two customer types and creating a 2-Tiered Marketing Plan for them is critical. From floral shops to restaurants to insurance agencies, every business can identify two distinct customer types. Business and consumer customers. And the two customer types have different needs, motivations and budgets. So, why would a small business only have one marketing plan to reach both audiences?
At the very least, treat consumers and businesses differently by creating different offers. Combine your POS system with your sales procedures to identify whether a customer is a consumer, a business or institution.
Consumer Marketing Plan
Consumer messages can focus on
- holiday greetings
- birthday promotions
- messages meant to load up a pantry
- emotional purchases.
Fun messages to consumers highlight your brand personality and make you approachable. Focus on local events. Remind customers that you are a convenient, reliable resource. Customer testimonials should focus on friendly/helpful service and their emotions (like delight!) with your store or your services.
Business (B2B) Marketing Plan
Business messages focus on the economics of purchasing from or using your business. Highlight key business customers in testimonials to create even deeper ties to them and create a virtuous cycle of mutual promotion. (Be sure your business is highlighted in their emails to customers as well.) Business offers should highlight commercial-grade products offered by your store or business as well as your efficiency and knowledge. If you deliver, make sure your business customers know. Customer testimonials should focus on your store as a great partner and service-provider to successful firms.
Understand the basic differences between the two basic customer types to make your marketing more effective throughout the year. Your marketing investments will pay off and your sales will increase.
Contact us for Creative marketing plans and execution for both types of customers.