Most people think that to get ahead of your business competitors, you need to give customers the latest, the most innovative, the most groundbreaking etc, etc. You don’t normally think of marketing anything that’s common knowledge.
The thing with common knowledge though is that it’s still being sold. A good example would be kindergarten. Toddlers are the best proof you have that not everyone knows how to read. You can extend this to other subjects that are unfamiliar to your prospects even though they may be common knowledge elsewhere. Sometimes your B2B marketing strategy works best when you go back to basics instead of striving so much to tell them something new:
Now there are obstacles to this. Thanks to the internet, decision makers and executives are likely to have more resources to solve their own problems. If the internet’s one big pool of free information, you can bet they’d dig their hands deep into it.
Researching is just one thing though. Putting it into practice can be another. Furthermore, there’s also the case that some decision makers can’t spend all their time on research. It kind of proves that the internet is still far from a substitute for formal education.
That’s why a back-to-basics approach still gives quite a few edges to your B2B marketing strategy such as:
- It helps you identify new markets – For example, say a certain region full of local businesses don’t have much in the ways of decent financial management. That makes it a possible new market without necessarily having to pitch anything all new.
- The curriculum isn’t always changing – There might be plenty differences between Millennial and Baby Boomer workers but that doesn’t mean the status quo changes completely. Sometimes it can be the opposite; they may not be ready to apply your solutions until you teach them the basics first.
- Some competitors don’t bother – A prospect that seems too small and knows too little by one competitor’s standards can be your next big opportunity. Think of it this way, investing in one small prospect over a long-term retention strategy could also raise them to the level of your competitor’s customers.
Basic knowledge still has value. And for marketers, any knowledge of value can win over potential clients. If you’re exhausting your campaign from creating the latest buzz, sometimes a typical 101 review can net your next generation of clients.