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.

Sales Vs. Marketing: What is SMC doing to help their clients?

Sales vs. Marketing                             (go to www.smcinsights.blogspot.com)

The Sales function is to own specific customer relationships, which is right and proper. Sales can and should represent those customers’ needs and priorities within the organization.  Sales must focus on building specific relationships with specific prospective buying customers.

Marketing must own the customer by developing and sharing insight on what customers, in general, want and care about; especially the specific customers that the company is not yet doing business with.  Marketing is uniquely situated to focus on understanding the potential buyer and using that understanding to guide company initiatives from product development to go-to-market strategy.

 

Fact is, most companies are unable to stay current with the evolving trends pertaining to sales (building relationships) and marketing (establishing channels).  So, SMC wants to fill that need, and therefore has created a Sales and Marketing Department to assist our clients with managing these two very important roles.   

 

 

What does the SMC Blueprint look like?  

SMC’s guidance to sales and marketing include practical tactics for improving the social collaboration and potential of sales and marketing to meet quotas and deliver the best possible experience. SMC will focus on the following initiatives:

1. Maximizing the results of sales and marketing by leveraging technology
2. Adopting dedicated applications to increase sales and marketing effectiveness
3. Using new best practices to maximize use of sales and marketing department

If you are still wondering what all this means, SMC has set up an OSMD (Outsourced Sales and Marketing Department) to help its clients implement proven and innovative strategies that work to increase your profitability and position your brand.  By utilizing our OSMD service, it allows our clients to completely step away (if they so choose of course) from their marketing responsibilities and focus on all other aspects of the operation.

 

There is no long term contract required for these services.  Fees are based on your selection of services.  The illustration below best summarizes today's playing field:

 

 

 

  

 

Social Media: Stop Refusing to Believe the Power of Online Marketing

Simple Multiple Choice Question:

What is your Company's Social Media Marketing Strategy?

A.  Our company does not have a strategy.
B.  Our company has a page but does nothing with it.
C.  Our company will post a message but will not address customer comments.
D.  Our company will post messages and does address customer comments.
E.  Our company is committed to the fastest growing medium.  We post images, we educate our community, we respond to posts in less than an hour, we receive reservations from our Facebook page, and we have a strategy in place for 2013.

If you selected any letter other than "E", please watch this video and then ask yourself "what is our company missing by not having a plan?"

Four Simple Customer Service Lessons

1. People Love People who get Back to Them Quickly

Your customers will be so happy just to know someone responded to their inquiry. The response doesn’t need to be a whole dissertation, just an acknowledgement that someone cares to answer in a timely manner. In the online world, people have become accustomed to sending requests via email thus making it very easy to respond. Make it a point to respond timely or you chance losing a customer.

2. Show and Tell Them; talk is cheaper today than ever before

Nowadays, it’s easier to show people what to do rather than write a long email explaining how to do something. If you really want someone to believe you with hopes getting a response, then provide an easy road map to view.  Most people love visuals while others just don’t like to read.

3. Try to be Everything to Everyone…even though it's not really possible

Remember that people may want you to fix a problem they’re having with your product or service; but just trying to solve the problem will go a long way.  Businesses can’t do what all customers want, but they can sure think about it, and act in caring manner. 

4. Create an FAQ Page

It doesn’t take long to figure out that most customers ask the same questions 95% of the time.  So keep a log of questions and provide direct, yet easy, answers.

In brief, providing great customer service is free. Every company can do great service, but many find themselves getting caught up in complicated processes, old school business practices, and other things that make many others feel lost and in need (of something). In today's world, it is so easy to stand out by doing a few things right. 

Keep It Simple and Smart!

 

SMC expands its marketing and communication services with a new online division

It is true that SMC launched the most powerful online, real-time reservations platform on the planet.  For parking, self storage and automotive detail services, SMC is capable of providing its clients with a proven method to convert "lookers into bookers" 24/7 while tracking revenues through multiple channels.

SMC completes its business model with a new online marketing and communications division. The new division will offer and manage search engine marketing (SEO/PPC/VSEO), email marketing, social media and strategy assistance for those clients who want to strengthen their web presence and increase the efficiency in order to enhance brand awareness and capture new market share.

SMC will showcase its new division during the User Conference, January 15-18, 2013.

EMAIL MARKETING: Best Times for Email Opens and Click-Throughs

Email Marketing for the Holidays.

A recent study on the best times during the day for email opens and click-throughs come from an email marketing software provider (GetReponse) who analyzed 21 million messages sent from US accounts during the first quarter of 2012.  The results are as follows:

•  23.63% of all email opens occur within the first hour after delivery;
• Within the second hour after delivery, the results drop by half; and
• Top engagement times for email are in the mornings, 8 AM to 9 AM both for opens and click-throughs; and in the afternoons, 3 PM to 8 PM for opens, and 3 PM and 4 PM for click-throughs;

For regional and national companies, time zones are a consideration. Companies should keep in mind the following:

•  Local times and work routines around the country; and
• Stagger their mailings in accordance to the points mentioned above

Get ready for the season!  And remember, the "aggregator" websites are preparing to market your customers (via email) so they can sell your customers back to your company and then charge your customer for a reservation fee.   Put a plan in place today to convert aggregator customers to your website.