Identifying Ideal Customers

Many companies in the B2B industry tend to have a difficult time getting potential consumers to convert, however, when using the right strategies, they too can succeed. The best way for these types of companies to get consumers to convert is by figuring out their ideal customers, also known as the buyer persona, and honing in on their interests, values, pain points, and more.

Buyer persona

A buyer persona is a simple profile of a company’s target audience that is made up of their demographics, psychographics, purchasing behaviors, values, pain points, and more. The reason why companies need to know who their ideal customers are is because of the fact that this type of analysis can help businesses get a better understanding of their target audience, which then, in turn, helps them to create more personalized communication efforts and offers for those customers. In fact, these days, over 70% of customers these days expect companies to provide them with personalized experiences according to their interests, and when they are being treated as people instead of data points, they’re a lot more likely to do business with that company. All of these reasons and more are why companies should conduct audience research and create buyer personas for each segment of their target audience, and learn about that audience in detail.


Once a company conducts audience research and creates buyer personas for each segment of that audience, it’s time to bring each one of those buyer personas to life by creating a story around them and their lives, and even giving them names. Companies can also create visual designs of their buyer personas and share that information with the rest of their teams across various departments to keep everyone on the same page. However, at the end of the day, it’s important for businesses to remember that these types of buyer personas tend to change or evolve over longer periods of time, just as peoples’ interests, habits, and purchasing behaviors tend to change throughout their lives.

All of this means that companies should be conducting audience research and learning more and more about their target audience, as well as creating buyer personas for each segment of the target audience on a regular basis, to be able to keep up with the changes in their behaviors and interests and keep those consumers coming back for more. One of the best ways for companies to do all that is by consistently having an open line of communication with the customers to stay on top of all of the changes in their demographic, psychographics, and more, along with any industry news and trends to ensure that the company and its communication efforts remain relevant to the customers.

Creating Newsworthy Stories

Companies that want to reach both media outlets and their own target audiences can greatly benefit from creating their own news stories. There are plenty of ways they can go about that, such as involving employees, creating a weekly or monthly newsletter with updates, partnering with others, and more.

These strategies are all great ways for businesses to develop their stories, share their opinions on current industry events, and promote their products as valuable and reliable resources for consumers.

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How are DTC Brands Surviving Inflation?

DTC brands are those that directly sell their products to consumers. They don’t use the traditional distribution channels of distributors, wholesalers, and retailers.

The direct-to-consumer model is also known as B2C (business-to-consumer), C2C (customer-to-customer), DTC (direct to consumer) and eCommerce.

The best way for DTC brands to survive inflation is by being transparent with customers about pricing, costs, and margins. Brands should be clear on what they’re selling and how much profit they’re making on each item.

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Learning About Targeted Campaigns from H&M

Recently, the Swedish multinational clothing company H&M released a brand new collection of biodegradable baby clothes as a way to better target millennial parents.

This new clothes collection is a great way to better understand the brand’s overall strategy of trying to appeal to a brand new generation of parents that are unlike any of the other parents that have come before them.

With the new collection of compostable baby clothes, which is the first for the brand, H&M is trying to guide the public conversation toward more sustainability inside the fashion industry.

Additionally, the brand has started focusing on creating marketing campaigns that are targeted at millennial parents, simply by giving those new parents a lot more peace of mind regarding their purchasing decisions.

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Integrating Marketing Efforts for Retail Locations and E-commerce

Some companies have physical stores for visiting customers and then they expand their realm to the digital world.

When the pandemic struck, a lot of businesses started to launch websites so that they could generate income in a tie when visiting stores was not an option.

A major concern is to successfully integrate physical locations and e-commerce so that it results in a seamless experience for customers.

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Netflix Opens to Ads

Netflix has rejected ads for years. In the first quarter, the streaming service reported a loss of 200,000 subscribers. This has been its first loss in subscribers.

The CEO of the firm, Reed Hastings, stated that Netflix is open to accepting ads , as it would offer its services in a lower-priced, ad-supported format.

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Consumer Behaviors and Company Values

There are an infinite number of variables that can determine whether a company’s values make an impact on its success.

Some of the world’s most revolutionary and successful brands include Amazon, Apple, Nike, and Microsoft. However, the brands that can make the largest impact on consumers are actually brands that are compared to their competitors. 

Comparison turns brands that are competing with each other for consumers into competing for the first spot in the popularity ranking, such as Nike vs Adidas, or Apple vs Samsung.

Many people will happily support a specific brand and share their experiences with it in digital spaces, turning themselves into brand loyalists and advocates. 

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Gaming Public Relations

There are still some people that don’t really know how big the video game industry truly is. In general, about ten newly released games make as much, or more, as Hollywood’s biggest blockbuster every year.

The gaming industry revenue reached nearly $200 billion last year, and in comparison, both the NBA and the NFL combined made about $24 billion the same year.

Behind all of the familiar franchises, names, and corporations of the gaming industry, there are teams of PR experts that have to face the same challenge as their PR colleagues in other sectors.

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Helping Consumers Make Purchasing Decisions

When looking to make a purchasing decision, consumers tend to go through a number of stages which constitute what companies call the buying journey.

One of the most important stages of that buying journey is when consumers are researching and learning more about products or services that they’d like to purchase.

During that stage, consumers are learning about the advantages and disadvantages of various solutions, and ultimately, the information they find helps them decide which solution they need to purchase to solve or ease their pain points.

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