Marketing Objectives Don’t Change, Marketing Tactics Change
In small business, especially B2B, our marketing objective is typically twofold. We want to become identified as a problem solver and to generate quality sales leads for our sales team. And we want to accomplish these two major objectives in the most cost effective way.
I like to make reference to problem-solving because the term “branding” is overused and often misunderstood. Several years ago, the buzz word was “solutions.” The bottom line, cutting through all the crap, is that every small business-to-business marketer needs to be identified as a “problem solver” in order to build their business, regardless of industry.
The best way to become known as a problem solver is to have editors of leading publications and their websites feature your products and services solving problems. That provides your small business with credibility because of the implied third-party endorsement, generates website traffic, enhances search engine placement, and creates sales opportunities.
At Venmark International, we have been demonstrating how our clients’ products solve problems for 35 years. The difference today is that in addition to conventional trade publications and media outlets, we have many more outlets available on the internet, including specialty websites and social media. On average during 2011, our clients have been published over a 135 times per press release.
Today, when a prospect searches for one of our clients’ my name after reading about them somewhere, it blows them away because there are hundreds, if not thousands of organic listings on Google, Yahoo, Bing, and other search engines. And they show up based up searches related to specific problems too. That is the product publicity result that provides the greatest value! See for yourself: search for “balancing shaft collars” and then “shaft vibration problems” and you’ll see what I mean.