B2B Marketing Small business

Was that a song by the Doobie Brothers? Who?

No, not the Who, and that’s not a song a carpenter sings either, but if you’d like to know, Minute by Minute by Minute was a song by the Doobie Bros.

If you like my analogy of a tradesman, my meaning of step by step by step is better related to plumbing. It is something I refer to in marketing as drip by drip by drip.

In any small business, your B2B marketing communication copy is very important to your company’s success. Equally of importance is the frequency of the delivery and how relevant the message is to the contact.

The next time you prepare your email newsletter, direct mail, a promotional offer, or something in the social space, ask yourself this simple question. How many contacts do you need to make with a prospect before they buy your product or service or with a customer to make another purchase?

In the B2B industry of small companies I have worked with, it could have been seven, ten, or fifteen contacts. That’s not only a lot of contacts but also takes a lot of perseverance, money, time, and analysis.

In today’s economy, prospective customers don’t want to be sold to. They want to make their own decisions. With the capability of better web searches, social media and even communication with business associates, there is a Mountain (no, not the group) of information available for your contacts to gather.

If that sounds like your market audience, you may want to consider using different content.

I’ll use a fictitious software company by the name of ACME. Real original name, huh?

Their new product is called ICE. It was designed to take the cold out of cold-calling for sales people. It’s an acronym for Interested Customer Engagement.

The software views your contacts in your database and builds a profile of each contact’s needs and wants for your products and services. This information allows you to build a library of content designed to provide perfect solutions for each one of your contacts.

Using your customer profiles and the informational content you created, the next step (or is that a drip?) is to create a methodical marketing strategy to build better business relationships with your contacts, which will ultimately lead to more revenue.

There is only one drawback. As with just about anything good that comes from great marketing campaigns, it takes time to nurture a contact by breaking through the clutter, and for them to become better acquainted with you and your business. The opposite is that it also takes time for you to know more about the contact and her company needs. However, as you can imagine, it’s time well spent.

What type of content do you have to offer that she has an interest in to learn more about?

It takes time to travel down this road. Step by step by step. However, when done right, drip by drip by drip, it’s highly likely you’ll see success.

My software, ICE, doesn’t exist but it teaches us to make sure the frequency with customers and prospects is on a schedule and is automated as much as possible. Plus, more than one channel of communication, such as in social, can provide a lot of assistance as well.

In B2B marketing, content can make you a king in the eyes of customers and prospects. To learn more about content marketing, please visit this link to our web site, Marketing Communications Group.

Step by step by step, minute by minute by minute or drip by drip by drip, the choice is yours. A nurtured customer builds a better business relationship which leads to more revenue. And that’s what we all enjoy counting minute by minute by minute.

On the Customer-Contact Management page in Marketing Communications Group, I may not have the magic software ICE to profile and segment your contacts, but I do have a process I perfected over the last 20 years! At the end of the page is an opportunity to get our FREE Report, MCG170, and “ProspectationSM… the uncomplicated art of client acquisition.”

Maybe the musical group I was thinking about was the Tradesmen?



© 2012 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art or John Deuerling.

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