Research shows that we are exposed to 4,000 to 10,000 advertising messages each day, through billboards, internet pop-ups, television, radio, and others. Given these staggering statistics, how can meager outreach budgets overcome the challenge of being the "best kept secret?” FCM’s latest educational workshop highlights an effective process for breaking through all the advertising noise and demonstrates how workforce and education organizations have successfully tapped into the power of "B2B marketing" strategies to create targeted messages that are deployed via communication mediums that employers expect.
There is a distinct difference in developing key message points for job seekers and students (considered a business-to-consumer market) versus engaging employers (a business-to-business market). One of the greatest differences is that while B2C marketing often focuses on the emotional triggers of consumers, B2B marketing appeals to rational or logical drivers to achieve engagement. As such, B2B marketing materials should be backed with logic, benefits, and strong data. For workforce and education organizations, this can include insights from labor market data and forecasting and anticipating key trends in various industries.
Preferred B2C and B2B communication mediums are also different. This benchmark study describes the various mediums to consider when your organization is designing its B2B communications strategies.
FCM will be presenting the nuts and bolts of these strategies in its workshop at the National Association of Workforce Boards Forum in March 2018. Click here for more information about the Forum and check out our workshop if you are attending.