Marketing for Small B2B Businesses: How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2022

A. SchulkindMarketing for Small B2B Businesseshttps://doi.org/10.1007/978-1-4842-8741-5_3

3. Creating Marketing That Creates Value

Andrew Schulkind¹  

(1)

Rhinebeck, NY, USA

 

Do you know what a hoagy is? A grinder? A sub? A hero?

Each is a different word for what is essentially the same kind of sandwich. If you only know one of these terms and you’re selling sandwiches, you probably shouldn’t expand outside of your local market just yet. Chances are, your target audience in your new market isn’t going to know that the grinder you’re selling is really their beloved sub by a different name.

Avoiding this mismatch in your digital marketing is one of the ways that ...