{"id":9912,"date":"2017-07-05T15:08:52","date_gmt":"2017-07-05T19:08:52","guid":{"rendered":"https:\/\/www.valpak.com\/?post_type=post&p=9912"},"modified":"2018-03-23T12:37:30","modified_gmt":"2018-03-23T12:37:30","slug":"h2h-marketing-for-sales","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/h2h-marketing-for-sales","title":{"rendered":"H2H Marketing – The Secret Sauce for Sales"},"content":{"rendered":"

In today\u2019s technology and data-driven environment, it\u2019s easy to create your sales and marketing strategy based on a Business-to-Business or Business-to-Consumer approach that\u2019s been run through countless analytics programs and databases. It\u2019s incredibly common. But, there\u2019s another approach to sales that might benefit your business.<\/p>\n

H2H – What is it?<\/h2>\n

In a H2H, or human to human marketing concept, your goal is to take a step back from the typical business approach to sales and focus on human interaction. Consider this. When you introduce yourself at a function, you don\u2019t introduce yourself as your business, but as the person (human) behind it.<\/p>\n

Humans are in fact the ones who do the research and make the buying decisions, not the business. One digital strategist sums it up succinctly, saying, \u201cWhen people are buying from small businesses, like ours or yours, they are making a human connection; they aren\u2019t just buying from a faceless entity. This is why I believe it\u2019s important to incorporate a new, uncommon, and creative type of marketing: Human to Human<\/a> (H2H).\u201d<\/p>\n

Why H2H Marketing Makes Sense<\/b><\/h2>\n

The H2H marketing<\/b> approach personally tailors your message to your ideal buyer (this is where your existing buyer persona comes into play).<\/p>\n

It\u2019s <\/b>personalized<\/i><\/b>.<\/b><\/h3>\n

So how can you accomplish that? Think small. Personalize your strategy to individuals, as opposed to a large blanket approach, and have conversations with your buyers. Are there materials your buyer persona desires during the sales process? Is there content that would encourage them to continue looking to you as the thought leader and expert on your services?<\/p>\n

Another small, but mighty, point to focus on is the pain points of your buyer persona. H2H marketing focuses on these pain points and how they\u00a0can be solved with your product and connect the buyer to your brand.<\/p>\n

It runs off of <\/b>relationships<\/i><\/b>.<\/b><\/h3>\n

Become a listener, get to know your buyer and build relationships. Ask questions that give you insight into their buying habits and decision-making processes. The better you know your buyers, the more you can personalize the message you send. Allow your buyers to be the influential part of your business conversation. It\u2019s been said that \u201cbusiness customers don\u2019t leave the personal side of themselves at home when they go to work.\u201d They are human, and they desire personalized content and communication.<\/p>\n

With relationships comes conversation and H2H marketing focuses on this process to build relationships and continue the conversation. This allows for trust to be built before the conversation to open doors for a more meaningful, and hopefully, successful conversation!<\/p>\n

6 Ways to Utilize H2H<\/b><\/h2>\n

When adopting a human to human marketing <\/b>strategy, one of the first things you should do is focus on your customer\u2019s pain points. Every consumer has a problem or a challenge they seek solutions for, which leads them to browse the marketplace. What is their issue? What is giving them grief? By knowing their pain points, you can carefully craft your message to show how your product relieves their stresses.<\/p>\n

Here are some tips for utilizing H2H:<\/p>\n