Maximize your business-to-business marketing success

business-to-business marketing

Are your business-to-business marketing plans keeping your promotional now we can talk efforts aligned with your goals and objectives?  Furthermore, are your marketing efforts proactive?

 

In a crowded marketplace, where your potential clients have lots of choices, they don’t need to use or stay with you!  This means that you MUST stand out as the very best option available in your area.  Technology is constantly moving and improving; to thrive, you must implement all available marketing automation software available.

Also, you must target your market and develop a reputation as “the best” resource available – trustworthy, knowledgeable, and close at hand.

Without exception, every business professional we have ever worked with has had the desire to be as successful as possible!  Well, isn’t that the entire point of starting your own firm?  Think about it; when you started your business, was it your desire to be mediocre or “just-get-bye?”  Of course not; but, to stand out and succeed you need to embrace proven strategies to reach your goals.

This article is written precisely with this concept in mind. However, there is one small but vital caveat; we’ve been discussing how you can implement your business-to-business relationships (B2B) to increase your client connections and credibility.

Whether you’ve been in the B2B market since your inception or this is a new venture for you, there’s always room for improvement. If this market is new to you, you may be thinking, “OMG, I’ve never worked with other businesses before; how do I do that, how would I even get started?” Don’t worry; this article will help you with that step.

To begin with, B2B marketing techniques rely on the same basic principles as consumer marketing. However, they are executed in unique ways. Allow me to illustrate, consumers (as in business-to-consumer marketing) choose products based not only on price but on popularity, status, and various other emotional triggers. By contrast, B2B buyers make decisions on price and profit potential alone.

Again, whether you have been working in the B2B business for years or this is new to you, think bigger. Allow yourself to embrace the magnitude of the possibilities. You may be thinking, “How does this apply to me; I only work with one private/corporate client at a time.” The point is, by opening yourself up to other businesses, you open yourself up to business opportunities on a larger-scale. You will still be working with clients one-on-one; you will just have access to significantly more clients.

Consider this example, according to marketingschools.org, the B2B market is the largest of all the markets and exceeds consumer markets in dollar value. Companies like GE and IBM spend an estimated $60 million a day on goods that support the operation of their business.

Continue reading “Maximize your business-to-business marketing success”

Save your reputation from fake reviews!

Reputation

It’s been said that it takes 20 years to build a reputation and five minutes to ruin it. But, what if that bad deed isn’t true? How do you take back your good name?

 

Let’s face it, a bad review is generally well earned.  If you have built your business on unscrupulous, undependable, or slap-shot quality, you deserve that others find out.

But what if you didn’t do anything wrong? What if you’re the victim of a malicious attack?

How do you get back your reputation and your standing in the community?

It appears that the expression “fake news” has become part of the modern lexicon.  Indeed, lately, it has swirled around the topic of politics.  However, regardless of your political stance, we all turn towards authoritative sources to get our daily information (aka the news media).

With the expansion of social media, these news platforms have broadened immensely; many would argue, this expansion has watered down the quality of the news reported.  Think about it, this medium that we all use determines many aspects of our lives.

The news delivers everything from how to dress in the mornings based on the weather report, how to invest our money based on financial news, even where to eat based on restaurant reviews.

When the very sources that we depend upon to provide us with this valuable information are compromised by bad blood, envy, or downright mean-spiritedness, we all suffer! By no means is anyone suggesting that all news needs to feature reports on rainbows and unicorns, we can handle bad news — just let it be honest, impartial and without an agenda.

The fact is that false narratives (otherwise known as yellow journalism) are nothing new.  Many documented journalistic sources trace this type of news delivery to William Randolph Hearst in the modern era (though it’s been around since men could speak).

However, with the propagation of social media, fraudulent claims (in a printed format) are rampant. These events are concerning when companies hire people to falsely accuse competitors in the business of bad service, negligence, deception, and worse on various social platforms.

In a piece written by Chris Silver for Marketing Land, he explains that increases in extortion-fueled reputation attacks points to needs for changes in the law. Mr. Silver believes that lawmakers must modify legislation to help innocent victims fight back.

Mr. Silver also states that “you do not have to work very long in Online Reputation Management (ORM) before you run into cases involving people who have been victimized by unscrupulous individuals. These bad actors convince these people to give in to their demands to avoid being ruined online. Cases range from human trafficking victims extorted into prostitution to businesses ordered to pay ransoms to avoid financial ruin.

This issue is one of the darkest aspects of the internet, and ironically, it has been facilitated by a portion of the so-called Communications Decency Act (CDA Section 230). It’s time to modify the law to reduce these threats of extortion based on reputation attacks. Continue reading “Save your reputation from fake reviews!”

5 Valuable Tips: Building A Referral Business That Works!

Referral

A steady stream of patients is extremely vital for the survival of every clinic!  How effective is your referral program with your medical colleagues?

 

The best way to predict your future is to create it!” —  Abraham Lincoln

Medical professionals have built their success on forming and nurturing referral partnerships since time infinitum.  The most powerful of these referral relationships are created when mutual benefits are built-in to those alliances.

This is precisely the point of this article! We intend to show you how to create stronger ties with your medical colleagues. Additionally, this piece will teach you how to provide greater value and separate yourself from other doctors also seeking referrals.

The first place to begin is with the basic inventory of your current actions, for example:

  • What are you doing to position yourself with your colleagues to stand out from every other doctor that requests referrals?
  • Are you a good and beneficial referral partner? 
  • Have you established strong bonds of trust?
  • Are you providing a reciprocal benefit to your referral partners?
  • Have you established a sense (within your colleagues) of superior expectations?

Many clinic owners give no thought to the fact that success in business is an on-going competition for survival!  In order to thrive, you need to implement intentionality!  Every day, you must build into your calendar a plan and action to generate more and better patient leads.

According to noted business development guru, Jay Abraham, there are only three ways to grow your practice.  You either increase the number of new patients, get them to buy more medical services, or pay more for each proceedure.

For this article, we will focus on increasing the number of new patients. We will focus on the other two methods in future articles (as well as in past issues such as in “8 Steps For Increasing Business“).

CREATING AN ALLIANCE

In order for a referral program to work, you have to do some investigative work. You must figure out your colleague’s needs and motivations. There are both Referralpsychological and emotional components in play when referring patients. You need to know about your colleague’s current referral partners. Why is your colleague using them rather than someone else? How committed are they to these people? How open are they to adding to their list of referral partners?  Do they have long-standing ties such as school, social, or fraternal affiliations?

“More than features, more than benefits, we are driven to become a member in good standing of the tribe. We want to be respected by those we aspire to connect with, we want to know what we ought to do to be part of that circle.” – Seth Godin

As you can see, you may be asking someone to break or significantly bend long-established ties. In order to do so, you will have to consider “What’s in this proposed relationship for your colleague (ie. what’s in it for them?)?”

It may seem crass to say but we’re all motivated by self-interest. As such, as part of your detective work you need to uncover your colleague’s “why.”  In other words, what is the perceived benefit they stand to gain from you? Continue reading “5 Valuable Tips: Building A Referral Business That Works!”