B2H Marketing: Doing business with heart
When I started working, I became a target for both Business to Business (B2B) and Business to Consumer (B2C) companies.
B2C companies love moms who make their own money because we buy everything from toy trucks to TimTams to thermometers to tequila.
In fact, my online shopping habits seem to have tipped the scales of marketers so much that I was asked to take part in a one-on-one interview about “how to improve online shopping for women.” I talked about shopping for two hours. It was great!
In my free time, I also help my sister with her small online baking business. B2B companies have messaged me to offer photography services, custom packaging, and discounts on ingredients for the online bakery.
As someone who has used and experienced both types of marketing, I can say that they can be combined and made better. B2H might be the synergy I have in mind.
What’s B2H marketing?
With the rise of hyper-targeting, Business to Human is a better marketing strategy that founders should think about.
Have you ever wondered why ads on social media seem to be related to what you searched for on Google? Or if you “liked” or commented on a post, you suddenly see more from that page or brand? That’s what B2H marketing is.
B2H is aimed at the “person” behind the computer screen. Instead of using hard numbers, focus groups, or mass surveys, B2H matches the service to the specific and individual needs of the potential client.
Why does B2H marketing work?
Before launching any marketing campaigns for B2B or B2C, hard data is usually collected first.
Based on the analysis of market research, the company then makes new ads or changes old ones. However, most of the time, the data has nothing to do with what each client needs.
Target customers often don’t buy because, even though they can, they don’t find the products or services useful or necessary.
The tools used to collect data for B2C, B2B, and B2H may be similar, but what makes them different is the set of questions that are designed to learn more about the target market than just their demographics and lifestyle.
Questions about B2H marketing that you should ask
- Why did you choose Brand A instead of the other brands?
- Which of Brand A’s ads do you find more interesting?
- What was your favourite thing about using Brand A?
- What are some other things that Brand A must have, in your opinion?
- Will you change how often you subscribe or buy when Brand A goes out of business?
How can you use B2H to market your business?
People spend an average of 144 minutes a day on social media. My grandpa has a Facebook account. My coworker has 4 accounts on Instagram. Right now, everyone is on social media.
Social media ads are the best way to market to individuals because they collect information about a person’s interests and preferences, such as the videos they watch often, the posts they like and share, and the pages they visit often.
Cookies can also be used to track the same information on certain web pages.
📌 Timing is very important for B2H marketing.
Because B2H tells the customer that they are important, the customer expects service to be done on time. This can be time-consuming at first, but it can pay off in the long run by helping you build relationships.
B2H tells companies of all sizes to pay more attention to what their customers say so they can serve them better.
What do you do with market data?
After making the perfect ad for your target market, it’s important to follow up with the sale. If you’re selling something expensive, you should have a client-fit call if that’s what it takes to teach the customer how to get the most out of the service.
After a sale is made, keeping customers is important because it costs more to get a new customer than to keep an old one. Listen to them, address their worries, and offer solutions even before they ask for them.
But don’t be afraid to let them go if they ask for the moon. If they’re not the best fit, they won’t be happy with the service no matter how much you discount it or give them free stuff.
Sell with a heart
You could market your service more effectively if you thought of your clients as “people” with their own problems and tastes.
The most important thing to B2H Marketing is the relationship with the client. This method might be too time-consuming for big companies, but it can give small and medium-sized businesses an edge over the competition if it is taken care of.
