Audience Foundation

B2B Services Marketing Strategy

Connecting with your audience online and in-person is critical to your business success. For in-person meetings, professional and informal, a collateral package can help you inform prospects on the fly. To reach your prospects online, in addition to your digital presence initiative, you can leverage your happy clients’ experiences through a referral program, which helps prospects build trust in your business.

COLLATERAL PACKAGE

Once you have your visual branding foundation created, it’s time to develop a collateral package for your business, including business cards, a brochure, and a flyer. These assets are critical for many B2B Services businesses because they help inform and connect prospects and new customers with your brand and team.

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REFERRAL PROGRAM

Go one step beyond online reputation and further capitalize on the benefits of word of mouth marketing by developing a referral program. This can also be called a loyalty or rewards program, but whatever you call it, this program will benefit your customers and encourage them to inform their professional friends about your business and services.

A referral program largely offers discounts, free services, or another benefit in return for a number of customer referrals. For example, if you have high price services, then encourage a one-for-one referral program where if one of your customers refers one friend and they sign up for your services, give them both a discount on their next service. If you have lower-priced services, you could follow the same format but offer a discount after five referrals result in a new customer acquisition.

If your referral program is not bringing in new leads, go straight to the source and ask your customers why they haven’t taken advantage of the offer. You might find out that the benefit of the program is too difficult or maybe they just didn’t know about the program. Whatever you find out from your customers, take the feedback back to the team and modify the program to better serve your customers.

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