Episode 59 of eCommerce Uncensored is a Q & A session. Paul, Kevin and Jason are still not back in the regular studio post flooding and construction, but they are in the conference room with real mics and no background music, so getting closer to normal.
Question #1: How do B2B (Business to Business) vs. B2C (Business to Customer) strategies differ?
Answer: It’s really not all that different, because at the end of the day, you are still selling to a person. However, marketing B2B is more expensive simply because you are marketing to a smaller audience. So while the the ticket price of the B2B sale may be higher, so is the cost of customer acquisition. You’ll also find that the B2B sales process takes longer, usually because there is a chain of command that needs to approve the process. You don’t get the instant gratification in a B2B as you may see in a B2C.
Question #2: How do you integrate a podcast with your eCommerce business and what do you want to accomplish with it?
Answer: A podcast is a great tool to get your name, brand, information and product out there. A podcast helps people get to know you, what you do and build your credibility. The clients that we get from the podcast require a lot less ‘convincing’ because as listeners they already have an understanding of the process and what we do.
A podcast is another tool to pump content out, as you would with your blog or video posts. It’s a fairly inexpensive way to get your message out there and provide value to your audience. If you can get people to know and trust you, selling to them becomes much easier. So don’t constantly push your product. Instead, engage your audience with your story and stay consistent.
Question #3: How does storytelling play a role in marketing?
Answer: Check out Ben Settle. He writes a lot about how people don’t remember techniques, but they do remember stories. Engage your audience in your personal experience. Tell people why you created a product, your history, your struggles. When people get a peek into your life, they let their guard down and begin to trust you. Separate yourself from everyone else who is forcefully selling and just tell your story.
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