B2B Marketing: The Evolution has Begun!

The Most Effective Business to Business (B2B) Tactics

Not surprisingly, email, one of the oldest forms of online communication, still ranks as the most effective marketing tactic for B2Bs (58%). This most likely stems the fact that email has been around longer than other forms of social media and older generations are more familiar with this method of online interaction. B2Bs rank content creation (42%) and lead management (35%) as their second and third most effective tactics. It is said that creating content is geared to the viewer and making sure that they notice it being crucial aspects for any B2B company.

Furthermore, B2Bs are only mildly confident in what social media has to offer (23%). On the other hand, they are much more likely to favor tactics such as blogging and marketing analytics, seeing these are more successful in targeting their desired target population. It is important for each individual company to figure out B2B tactics that coincide with the operation of their company and then implement their findings accordingly.

BRAND LOYALTY versus BRAND EROSION

Making choices can be exhausting – mentally, emotionally, and even physically (no one has time today) – for most consumers. With the proliferation of online services, a consumer’s option has multiplied rapidly, and it’s wearing people out.

Think about your own experience in looking for a gadget.  It’s cumbersome to find the right product, service or brand.  The brands that create an online strategy to earn loyalty in 2013 (and reduce erosion through third party websites) are those that will see their revenues grow.  By showing you’re aligned, and communicating in familiar language through multiple channels, a company will establish a certain trust factor that allows customers to make a rational decision.

In today’s society, online communication and social tactics are pushing consumers to the limit by offering a mundane of information that fills the airwaves. Huh?  Well, airwaves use to be TV and Radio, right?  Although TV and Radio still play integral part of society, the internet is quickly taking over the minds of many.

The best time to build or solidify a brand is during recessionary times.  It’s no secret that the great recession has devastated many families and companies. And while some have recovered, consumers continue to feel the pinch in a variety of ways, leading them to fundamentally alter their brand buying behavior.

Your company’s brand is its greatest asset.  Erosion Will only cost you money, stress and a whole lot more.  To learn more about branding, please click here.

7 Proven P's for Retaining Customers

Although many businesses and people may believe this posting is full of common sense, I don't think so.  In today's environment, customer retention is just as important as customer acquisition. So what are the 7 P's for retaining customers?

1. People.  One word - Relationships!  If you are able to connect with your customers - online and offline - you are farther ahead of the game than your competition.  You hear all the time "treat people like you want to be treated", hogwash.  Treat people like they are family

2. Product/Service.  Your product/service is your brand; a.k.a. your greatest asset.  Simply take care of it from A (attitude) to Z (zealous).  Customer Service is FREE....so is Great Customer Service.  Have you implemented these 7 traits; smile, eye contact, use customers name, remember customers name, respect of customers time, empathetic to situations and good-byes/have a nice day!  In other words, act like you care every day with every customer.

3. Place.  Let's compare - your home (inside and out) to your business (inside and out).  So what is the difference?  Thirty-three years in the business world and 95% of the companies I worked for, the owner’s house was far cleaner and more organized than the office.  Why is that?  Back to #1, people notice your place too. 

4. Price.  You have to take care of your loyal customers, period.  Do you have to be the lowest in town? No.  Your customers must know that you will separate them from the once-in-awhile customers.  You know, drive up's versus pre-booking in advance.  SMC clients have the ability to strategically make this happen.

5. Promotion.  You know or should know your customer.  If not, this is a different matter. You know what the customer bought from you, how he or she uses your service and where they are from. You can use that information to message customers in a more targeted, appropriate, helpful, and effective way. Don't spam them with the same generic info you send to everyone else. Send them targeted emails and in-context messages.

6. Processes.  You need good processes to monitor and track all channels; website, accounts, social media, etc.  By engaging with your customers, surveying customers for satisfaction, and implementing marketing channel strategies help any business plan and prepare for #7.  

7. Positioning.  Huge for any business.  Assuming many understand the concept of the game Chess - and if you don't, think football - it goes without saying that positioning and precision is critical to take a "knight" for "return a punt for a touchdown".  Positioning players is the difference between winning and losing over the long haul.  Similarly, with the internet, it is all about positioning your brand for success. 

BONUS POINT:  Happy Employees make Customers Happy!  That works in reverse too!!!!!

Bing vs. Google: Do the test!

Who does not like Google outside our Government, Microsoft and Facebook?  Everyone likes Google and the majority uses their search engine to find a product, service, brand and/or information. 

For months I have stated that Bing's search results are more true than Google.  Google became the one, the only simply because of the results presented in a search.  If you asked for plumbers in a a market, the results were plumbers in the market.  It has been my belief that Google is slipping.

Bottom line is, Bing is moving in on Google.  Click here and test your market.