Your Customers Want A Better Life: Here's How To Incorporate This Into Your Marketing Campaign

Irene Chan
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What do your customers look for in your product or service? What do they want from your product or service to get a better life for themselves?

Before we answer those questions, let's see what your customers are looking for to get a better life.  Is there something specific they want from a product or service?

Firstly, your customers do not start off looking for your product or service.  They begin with a need to fulfill a problem they want to remove from their life. That's how they start their buyer's journey.

Next, they will find out what’s available on the market. If a product or service has the result they’re looking for, they will research more.

Lastly, they will decide on the product or service that will give them a solution for a better life.

Take for instance a B2B (Business to Business) scenario. A website development company with decreased sales decides to get more customers through Facebook ads. If it doesn't have any expertise in this area, it needs to engage the services of a Facebook ad agency.

A problem will arise if this agency thinks that the website company only wants Facebook ads and only talks about what they know about them.

If this agency wants to win their business, they need to change their approach. They need to ask about the outcome this website company wants. What are the company's goals and mission? When they ask for this information, the ad agency will find itself in a better position to serve this company.

How It Works

If you know what results your customer wants and their motivation to touch base with you, you'll be in a better position to assess if their value is aligned with yours.

Can your business serve them and deliver what they want? Can your business give them the better life they were looking for?

As Jeff Bezos said, “Put the focus on the customer.”  You can't go wrong with that. What yardstick do your B2B customers use to measure against a product or service to give them a better life?

The Path to a Better Life for Your B2B Customers

1. Increase in Profit

Which business isn’t always on a lookout for more income?

Take a look at Amazon Business, launched in 2015 for B2B customers. Amazon offers businesses a chance to sell their products through this platform. For the year 2018, USA Today reported that Amazon's new platform has helped more than 1.9 million U.S.-based businesses. It has also generated more than $160 billion for them.

Amazon's new system doesn't just provide an avenue for companies to get buyers to go straight to them. It also brings extra money to these companies.

2. Cut Costs

The fastest way for companies to increase their bottom line is to cut costs. This is an exercise any company can roll out without any marketing activities.

For example, companies can save money by using cloud services to store their data, instead of having on-premise servers and storage systems. Companies adopting this cloud service will have less equipment to maintain and less need for in-house expertise.

Avery Dennison is one such company to embark on this journey.  It achieved a total of $500,000 in savings, improving the lives of Avery Dennison’s technical staff.

Now, wouldn't you like to accomplish something similar to this for your company?

3. Save Time

By investing in the right tools, companies save time without disrupting their operations.

One such tool that reaches this time-saving goal is Visitor Management Software. It's a software that uses an automated check-in system. Using it allows visitors to go directly to the party they're visiting.

K Tech is a company that uses tools to help its staff save time. The company builds military and space products. To keep track of those who have access to sensitive materials, regulations require K Tech to keep a record of parties entering its premises. This becomes an administrative nightmare for anyone who keeps paper records. With the introduction of this tool, K Tech can store visitors’ data and retrieve them later.

Think about it. How much easier is life going to be for the person maintaining these records now?

4. Risk Reduction

Companies can use automated tools to cut the business risk they're facing. For example, the use of CRM (Customer Relationship Management) systems allow companies to have a central place to store customer data.

There's no duplication of data, fewer data entry errors, and restrictions for data entry and access. Seeing such benefits, companies like Southwest Airline installed a CRM. Before this, its staff needed to refer to several systems to handle a call.  

Now it has a one-stop system for its staff to refer to its customer records, lowering the risk of issues the staff faces when advising its customers.

5. Increased Ease of Usage

Electronic forms can be another tool to reduce the steps needed to complete a task.

Woodmen of the World, an insurance company, rolled out this initiative. The effect was it simplified the application process for the company and its customers.

Applying any of these five criteria to improve a product or service results in a win-win for all: for the company offering the product or service, and for the customers who bought it.

Now, these benchmarks need not all be present in your product or service. You only need one of them to swing your prospects to make a purchase.

You see, your customers are searching for an outcome.  They are looking for a product or service to give them a better life. The good news is you too can do that for them!

Show your prospects what you do and how you can provide a solution to the problem they're facing.  Show them how your product or service leads them to a better life.

How to Include the Criteria in Your Marketing Campaign

1. Write How-to Articles

The simplest and fastest way to include these criteria in your campaign is to write blogs. Create content to show how your product or service solves a problem faced by your prospects.

CMI (Content Marketing Institute) did a survey and found that businesses that blog get 126% more lead growth than businesses that don't blog. Also, 88% of top content marketers put audience needs first, not the company's sales messages.

Putting educational content ahead of marketing messages shows you care first about your prospects' needs and not your company's needs.

2. Create Media for the Future

Make free training videos with content that your prospects are interested in. If your prospects find your videos useful, they will buy what you're offering.

Digital marketing agency Omnicore found that 64% of users surveyed buy a product or service after watching a video.

3. Publish an eBook or White Paper

Media company Convince and Convert's data showed 80% of visitors will provide an email for an eBook or white paper.

So why not take advantage of these? Give away an eBook or white paper to complement what you’re selling.

4. Cultivate Your Email List

Here's a report from global technology company Campaign Monitor. The report said, "Companies that use segmented campaigns see a 760% increase in revenue."

In a segmented campaign, you create email lists based on the challenges your prospects are facing. When you group prospects in this way, your messages are more personalized. You're sending emails that direct them to the solutions you’ve provided in your blogs, videos, eBooks or white papers.

When possible, give tailor-made solutions to the problems your prospects are facing.

Added Bonus

Be it using articles, videos, eBooks or white papers in your marketing campaign, your prospects must be open to taking and applying any suggestions from you. 

Including a clear CTA (call-to-action) in all your marketing campaigns can guide them to taking action faster. Why, you might ask? The answer is simple.  

You need to lead them to click on the CTA by making the link effective. Have a landing page in place but not just any landing page.  You need a persuasive one to lead your prospects to buy your product or service.

That’s what you want, isn’t it? You want to get your product or service into the hands of your customers. You desire to help them to get the better life they deserve with your product or service.

However, data from Wordstream showed 75% of businesses have an issue in creating a landing page copy that converts its prospects to customers. If you want to find out more about writing persuasive copy for your landing page, click on this link now.


Your B2B customers want your product or service to give them a solution. They will assess what you offer based on these criteria:

  1. Increase in profit

  2. Cost cutting

  3. Time savings

  4. Risk reduction

  5. Increase in ease of use

You can then use blogs, videos, eBooks, white papers or emails in your marketing campaign to show them how your product or service is the best solution for them.

At the end of the day, customers want your product or service to give them a solution to a better life.

If you need help to get your persuasive landing page copy ready and turn those prospects into your customers, find out how a copywriting service can get it all done for you.

Irene Chan

Are you looking for sales copies that convert your targeted audience into your customers? And to have optimized content loved by your market and Google? If this is what you want from your copywriter, Irene is here to help. She'll help you YOU generate more sales, more revenue, more business.

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