You've likely heard the term P2P (or H2H) being tossed around marketing circles lately. It refers to a new way of doing business by communicating person-to-person (or human-to-human) rather than thinking about your business in the traditional B2C (business-to-consumer) or B2B (business-to-business) models.
So, what's changed?
Marketers and business owners are realizing that businesses don't make decisions. People do. No matter what type of industry you're in (whether it's lawn care or paper converting), you deal with people.
But we sometimes forget that. It can be easy to get caught up in "business speak" focusing only on promoting our products and services rather than letting our customers know how they can actually help them. This can be especially tough for B2B companies because facts play such an important part in customer communication.
If I'm buying a widget, I need to know its size and weight. But a website full of just stats and figures can be boring, even for those purchasing your widget. There's no arguing that a certain amount of information needs to be conveyed about your product or service in your content. But even in the B2B world, it's important to remember that the people buying widgets are actual people. Connecting with them on a personal level is the secret to winning over your audience. By thinking out of the box and being different in the content you create, you can appeal to your client's emotions just as much as a company selling cosmetics to a teenage girl.
At SPROUT Content, we've been using the term P2P for a while. In fact, our Co-founder Debbie Williams presented on the concept at last year's Content Marketing World. Using this terminology helps us explain to our clients (many of whom are B2B) how they can stand out in their industry. In fact, we often say we specialize in "boring" content. That's because we truly believe no business is boring if you delve deep into the people and history behind the business to find the true story that your clients care about.
It's something we talk about so often, we decided to write an ebook to help other companies find their P2P voice.
In our new, free ebook "There is no B2C or B2B - It's All P2P", you'll get:
P2P success stories from a range of companies
Key steps to becoming a P2P brand
How to communicate more authentically
How to grow your business through content marketing
Are you ready to and start communicating with your customers person-to-person? Download our free guide today.