The marketing strategy and implementation thereof is one of the things which we have control over in our businesses.

Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co. that 41 years later, in 1999, was named the “Best Business-to-Business Ad of the 20th Century” by Advertising Age’s Business Marketing magazine.

It's message is as valid today as it was six-plus decades ago. Here is a copy of the ad wording.

“I don’t know you.

I don’t know your company.

I don’t know your company’s product.

I don’t know what your company stands for.

I don’t know your company’s customers.

I don’t know your company’s record.

I don’t know your company’s reputation

Now, what was it you wanted to sell me?”

The question is, if this still holds true in business today, how can we become relevant as a consideration when a client has a need for a product or service?

Seth Godin, in his bestselling book, “Permission Marketing” stated that we need to turn suspects into prospects, prospects into clients, and clients into friends. We need to start a journey with a potential client so that they can get to know us and our business, start to like us/our business because we add value to their lives and where this journey leads to a trusting relationship which will increase their willingness to take our advice on board and give due consideration to our product or service.

How do we move along the path of “Know > Like > Trust”?

Although the answer to this question will be different for every business, we can venture to share a couple of ideas to get you thinking.

“Know” – Do you have a website? Is your personal LinkedIn profile professionally written and does it link to your website? Some businesses have success by using other social media channels as well. A website and LinkedIn profile should be the core elements of your online presence. To vest yourself as a specialist in your industry is also helpful. Consider offering free Masterclasses or writing articles which inform and educate your target audience. There is also a place for Google and LinkedIn Ads to drive well-defined traffic to your website. Advertising in your local newspaper can also be helpful to vest yourself in your local community.

“Like” – People want to know that your business practices are not harmful to the environment, that your business is making a positive contribution to the community (social), and that the business is governed (governance) well.

“Trust” – Most people want to see social proof that you are delivering on your promises. Client testimonials and edifications can go a long way. Make sure to post recent feedback on your website and request clients to leave feedback on Google Reviews.

It sounds complicated, but the crux of the matter is that we need a well-targeted and niche-focused marketing strategy and plan which is implemented meticulously. Create raving fans for the business which will lead to positive word of mouth, and who will be eager to know about future product or service releases of the business.

Do you also need any of the following services?

Speak to your SFP financial adviser who will introduce you to the designated subject matter expert on the SFP enterprise panel who would be able to address your specific business need or requirement.