I know I probably just dated myself with that headline, but that is exactly what I think many times when I see a brand’s marketing information and collateral.
It seems simple enough; but answer honestly…who are you talking to with your marketing?
Think of all the stakeholders you must connect with?
- Clinicians
- Supply Chain
- C-suite
- Distribution
- GPO
- Prospects
- Current users
- A competitor’s client
The list can go on and on, but you get the picture.
I saw a recent statistic that the typical B2B transaction has 6 people involved in the decision-making process. Are you publishing content for the 6 stakeholders deciding whether to convert to your solution? If not, you should be!
The very best brands are publishing content that answers the questions their prospect would most likely google about their category. You may not have to answer those questions but having a discussion will greatly benefit your cause.
Another stat that should be important to great marketers is “65% of buyers rely on peer recommendations and review sites”. I am pretty sure most medical suppliers are not on trip advisor or Yelp, but you better believe your prospects are asking other clients of yours about your brand!
Have you curated client reviews and posted their responses? If not, I think you should look into it, maybe even see if you can publish on someone else’s website, as that is much more believable!