Dealing with Multiple Stakeholders in B2B Enterprise Sales Decision-Making


Selling to other businesses is difficult, and the best practices and trade secrets differ from those used for business-to-consumer (B2C) sales. This is because B2B or enterprise sales are typically multi-step processes involving multiple reps and teams. Each of these steps, whether via email, phone call, or video conference, provides information that can help reps improve and close more deals.

Insights from B2B sales conversations can help improve your bottom line, whether your sales or business development representatives are doing cold outreach or playing a role in the decision-making phases of the sales funnel. Are your sales practices, however, as effective as they could be? What distinguishes your top-performing agents? And how is that knowledge disseminated throughout the sales call center?

B2B Enterprise Nowadays

If it seems like B2B enterprise sales are becoming more complex, that’s because they are. Just two years ago, there was an average of five stakeholders in the room for most enterprise sales decisions. Today, the number has ballooned to seven stakeholder personae. Think about that: Seven different agendas, communication styles, priorities, and pain points—and unless they all align on your solution, the deal’s DOA. Of course, research shows that as B2B buying committees grow in size, so too does their propensity to say “no.” Little wonder, then, that CSO Insights found that for the seventh straight year, fewer sellers than ever are hitting their quotas. 

B2B buying process decisions can be more mission-critical and risky than B2C purchases. Organizations approach purchasing products and services differently than consumers do in order to reduce the risk of making the wrong decision. As a result, B2B purchases frequently involve multiple stakeholders and stages.

Seven Personas Presented

Finding and contacting all of the people and planners involved in a purchase decision is frequently more difficult than it appears. Job titles differ greatly between organizations. You may also discover that your contacts don’t anticipate all of the people who need to be involved in a large-scale purchase, or that they aren’t used to speaking directly with sales teams. To make matters even more complicated, some departments do not understand the role of other departments and thus misjudge when to bring their colleagues into the conversation.

Rather than relying on faulty information and a single point of contact within an organization, you can drive the process forward by taking the initiative and bringing all event planning stakeholders together. You will be able to chart and understand complex stakeholder landscapes within any organization with the right mix of tact, appropriate qualifying questions, and careful listening. With the stakes so high, you need to understand what makes these “magnificent seven” tick. We’ll break down the seven personas you’re likely to encounter in your next pitch, and we’ll show you how to take a more strategic approach to communicate with each. 

1. The Advocate

Everything begins with your Advocate, your first point of contact in the sales cycle. She’s the person you’re closest to at your prospect’s company, the one whose trust you’ve earned through relationship building. She’s the reason you’ve gotten this meeting in the first place, and you need to capitalize on the bond you’ve carefully cultivated. As a result, your strategy—and preparation—begins with your Advocate. First, conduct some reconnaissance with her around the meeting invitation itself, but keep in mind that who attends the meeting is far less important than why they are there. Rather than simply collecting their titles and crawling their LinkedIn profiles, ask your Advocate to provide insight into each person’s role in the deal, their priorities, and any potential objections they may have. This should provide you with granular insights that org charts cannot provide.

Your Strategy: Make Her Shine

Only your Advocate is invested in your success out of the seven stakeholder personas in the room, so take advantage of that. Help her help you by anticipating common objections and procurement headaches and arming her with the information she can use to champion your product internally. One-pagers, case studies, and even infographics can assist your Advocate in selling your solution to the remaining six people involved. But keep in mind that your Advocate is responsible for everyone else’s time—and wasting it is the worst thing you can do. You must be polished, thoughtful, and well-prepared. If you make her look less than brilliant for bringing you in, you’ll lose your only lifeline to this prospect.

2. The Skeptic

Every pitch meeting has a member who is both engaged and combative. These are the characteristics of the Skeptic. He’s got an ax to grind, and he’s not interested in what you’re saying or what your solution can offer. The Skeptic is a frequent flier in IT deals, most likely because the vast majority of IT professionals prefer “a salesperson who understands my specific problem and matches a solution.” This means you should listen more than you talk, and no matter how much research you do ahead of time, he won’t buy what you’re selling unless you first let him tell you about the organization’s problems and priorities.

Your Strategy: Let Him, Vent

Your Advocate should be able to spot the Skeptic ahead of time, but if she can’t, you won’t have to look far to find him. He’ll be the one who objects frequently and loudly. When this occurs, engage him directly. Allow him time to share his difficulties, but keep control of the conversation by asking pointed questions. Avoid open-ended questions that lead to lengthy responses. And don’t ever, ever challenge him.  So patiently listen to him out and offer to provide case studies after the meeting. It’s your only safe bet for preventing the Skeptic from poisoning the meeting.

3. The Gatekeeper

The gatekeeper stakeholder persona is typically found in technology, security, or procurement. She’ll come to the meeting prepared to listen carefully, but she’ll also have some very specific questions for you to answer. Can’t or won’t? The meeting will most likely fail quickly. Of course, you should have already identified the majority of these questions during your planning conversation with your Advocate. At the same time, given the wide range of potential objections that the Gatekeeper may have—everything from data security to compliance, ease of implementation, storage performance, integration, and so much more—critical it to zero in on the most important concerns. Finally, while these may not be the most exciting questions you get to answer, you must do so clearly and persuasively. Your next closed-won deal is on the line.

Your Strategy: Tech Talks to Tech

Because the majority of buyers rate their most recent purchase as “very complex or difficult,” you should simplify the story you tell as much as possible. Of course, technical details are important, but they are only one part of the picture. You only get to have an hour to present your situation. That’s why bringing your sales engineer or technical account manager to this crucial meeting is a good idea.

4. The Influencer

Despite being a relatively junior stakeholder, the Influencer wields considerable power within the purchasing committee. This is most likely an internal subject matter expert. She is a millennial, and the senior-most decision-maker looks to her for advice on purchasing decisions. As a result, her input frequently wins the day. However, this is another area where you can collaborate closely with your Advocate to gain an advantage. To begin, you should attempt to piece together a hierarchy of influence. Who has the most influence over outcomes? The answer may not be who you think it is, and this can have a significant impact on your chances of success.

Your Strategy: Give Her the Spotlight

Remember that the role of the Influencer is often at least as important as that of the senior-most leader, such as the CIO, CMO, or another chief executive. According to one study, only 13% of millennials are decision-makers on purchasing committees, with the rest serving as researchers, project managers, or influencers. And, given that 59 percent of millennials prefer to start researching a product before engaging with a seller, your best chance is to engage her by asking how she perceives your solution in comparison to your competitors. This gives her a chance to shine and show off all of her hard work. If you can give an influencer a win in front of her boss while also demonstrating your appreciation for her contribution, she’ll be much more likely to warm to your pitch—and less likely to derail the deal later on.

5. The Decision-Maker

Top-level C-suite stakeholders, such as CIOs, CTOs, and CMOS, are likely decision-makers. She will be more concerned with ROI than any other stakeholder. So keep case studies on hand and be prepared to discuss them in depth, including obstacles you’ve helped customers overcome and factors that ultimately led to success. When you connect that to ROI, you’re speaking the right language. That is why it is best to be upfront about pricing from the start. Almost half of the buyers prefer to discuss pricing up front, you must come prepared with transparent pricing—and be prepared to answer questions. Because there will be inquiries.

Your Strategy: All About Sale ROI and Relationships

Case studies are your best friend in this situation. It is critical to demonstrate that your solution provides measurable value to similar companies, not just big names. If pricing becomes an issue, consider providing a discount or a proof of concept. This type of gesture should be viewed as low-hanging fruit, especially given the potential benefits of a long-term partnership.

6. The Wildcard

Even if your Advocate has given you a fairly thorough read on everyone in the room, there’s always the Wild Card. He was added to the invite at the last minute, so you don’t have time to learn about him and how he fits into the larger purchasing picture.

Your Strategy: Listen and Learn

If his opinion is important enough to your Advocate that she disrupted his day to bring him in, it should be important to you as well. Fortunately, you should be able to glean at least his title and department from the first round of introductions, which will provide you with some context for why he’s in the room. Compliance? He’ll be concerned about risk and regulation. Procurement? The top priorities are cost and integration. These are probably safe assumptions but engage him directly to gain certainty. Inquire about his main concerns about your product, and give him time to express them. Build comfort and trust by mimicking his demeanor and communication style.

7. The Checked-Out

There’s always one person in the room who is multitasking, staring out the window, or swiping on Tinder. This is the stakeholder who has checked out. He’s not interested in what you’re selling, but he was invited for a reason, which you must discover. The Checked-Out may wield some power, but he’s more likely a representative of a dependent department or function who is simply ensuring that your solution checks off a required box.

Your Strategy: Don’t Engage

You only have an hour, and if swiping right is more important to him than making a major purchase, don’t waste it. Focus on more important stakeholders for the time being, because you can always share more information with him later—and if your Advocate has given you a clear picture of why he’s there, you should know what that information is. However, he is a low-influence and low-engagement stakeholder, so don’t waste too much time on him.

Stakeholder Persona Executive Summary

Today’s enterprise buying committees usually involve seven stakeholder personas—and they’ll all need to align on your solution. We’ve broken down the seven stakeholder persona you’re likely to encounter in any enterprise sales meeting and give you a plan to communicate with them strategically.  Get more insights into the buyer perspective with our playbook:

Bottom of Form

4 Tips for Selling the Whole Room

According to 2016 data, there are an average of 6.8 stakeholders involved in most B2B purchase decisions. That means that at any given time, we have to convince five or six people besides our primary sales contact of the value of our proposition, or else the deal could fall flat. And even if we manage to secure one or two brand champions within a buyer organization, there are always other “off-radar” stakeholders who could easily undermine those relationships because of competing interests.

In other words, if we want to be successful in this brave new world of relationship sales, we have to broaden our vision of just who it is we’re selling to in the first place. If we aren’t prepared to sell to multiple parties from the outset — even in seemingly straightforward sales scenarios — then we face longer decision-making processes that cost us more to pursue. We end up with implementation delays that make it harder for us to get down to actual results, which may impact customer satisfaction and reduce referrals. Worse, we inadvertently contribute to an unfavorably convoluted customer purchasing process that, in the end, is more likely to yield a “no” or “maybe later” decision.

Decision fatigue is real. That’s why our sales must approach convince people at many different levels of decision-making power of the value of our product — quickly and efficiently. Here are some proactive strategies that can help us do just that:

Tip 1: Build multiple relationships — even with people who don’t seem particularly important.

You never know which sales relationship will unlock an opportunity, nor is it always apparent which brand champion is likely to be the one that tips the scales in our favor against competitors. While it certainly isn’t prudent for us to actively court an entire buyer organization with every sale, it behooves us to become acquainted with the jobs and interests of as many parties to the deal as possible, and it is recommended to build relationships as possible.

This, after all, is the best way to learn and apply the real pain points each stakeholder’s faces. Perhaps the customer service manager prefers our solution because it enables more detailed reporting, but individual account managers worry that our solution will make their jobs more difficult by requiring them to spend more time on data entry. Getting to know people at both levels of impact enables us to anticipate and address potential objections before they’re raised and highlight features that might otherwise go under-appreciated.

Tip 2: Map stakeholder influence on sales, customers, and the company.

This proceeds naturally from the previous model strategy. By courting multiple relationships, we gain a much better idea of how our solution will impact the day-to-day work routines of the persons across the organization — and we gain insight into whose influence matters most to those responsible for making the final decision. Often, executive managers lean on lower-level operations personnel for insight into what will make their jobs easier. We want to know if the sales manager championing our product is being undercut by an IT manager skeptical of compatibility with existing hardware or a warehouse manager reluctant to retrain her order pullers on a new system.

There might even be individuals somewhere in the organization who have had negative experiences with our company in the past; we’ll never know unless we have our ears to the ground. It helps to map stakeholder influence by asking the right questions during the relationship-building process:

  • How do you normally decide how to prioritize your needs in a situation like this?
  • Who would typically have the final say in which system you go with?
  • Which employees would be most impacted by a change in software?
  • What does your decision-making process look like from here?
  • Do you anticipate any objections to implementation from your partners?
  • Who would you recommend I talk to better understand how our product would affect your daily operations?

These and other open-ended questions are designed to elicit clues about who besides the person we’re already talking to we might need to make it a point to get to know. Perhaps we’ll learn that the purchasing agent has to approve the deal and will likely be influenced from above by her superior in accounting. Wouldn’t it help for us to arm our contacts with key information about things that might “grease the wheels” on the financial logistics? Perhaps we could mention cost-saving facets of our proposal, such as free technical support and implementation oversight. Or perhaps we can highlight how our software seamlessly integrates with the accounting or ERP software the customer is already using.

Once we know who our key influencers are, we can better strategize our efforts to remove roadblocks and position brand champions to persuade others within the organization to opt for our solution over other competitive offerings. But that brings us to our next point.

Tip 3: Visualize your sales value — and make it shareable.

If we’re going to equip our businesses and champions to do this work for us, we have to find ways to help them do that efficiently — in a way that communicates a consistent message about what makes our product compelling. That probably means we should find creative and visually compelling ways to summarize the most salient selling points of our solution in easily digested, “take-with-you” formats. Your more technically competent leads might appreciate a good white paper detailing how your solution works, the principles underlying its approach, and best practices for organizations considering an implementation. But a C-suite executive isn’t going to have time to pore over 20 pages of dense content. We’d better have a winsome executive summary ready to go — one that makes copious use of bullets, subheadings, and graphical representations of how our product stacks up against the competition.

We do well, too, to make every sales contact an inroad to persuading other members of their organizations. Let’s say that our solution gets its leading edge from technical facets that aren’t easily explained in a ten-minute sales pitch, particularly to more lay-level audiences. Wouldn’t it be nice to be able to conclude that pitch by offering a branded thumb drive with several short video clips demonstrating how these features work? What if we were able to also leave a few half-page, full-color fliers showing in a side-by-side comparison of technical features our solution includes relative to other competitive offerings in the same price range?

Remember, we are talking today and might not need the information. They may already be sold. But when it comes time for them to introduce our solution up the flagpole or across departmental boundaries, having easy access to these resources can overcome a lot of friction and answer a lot of questions our contacts never thought to ask.

Tip 4: Go above and beyond, not just through sales.

Obviously, in a situation where multiple decision makers are involved, businesses need to have a more flexible, adaptive sales approach than we might in situations where we’re working with the top decision-maker from day one. That’s why we want to differentiate ourselves by demonstrating a keen sign of awareness of our prospective buyers’ business organizations.

We need to be prepared to meet different and multiple times, proactively follow up on questions that may or may not come to us directly, and engage a broader team of voices within our organizations. We might need, for instance, to arrange a follow-up meeting between technical teams to “talk shop” about the finer details of systems compatibility and implementation hiccups. We might need to offer to make a second presentation (or a third or fourth presentation) of the same information — to the same people — just so that a vital decision-maker who wasn’t present before can hear the information this time.

Whatever it takes, so long as the potential sale warrants the investment, we need to be ready to accommodate. After all, if we want to sell the room, we have to be willing to work the room first. If we’ve done our homework, accurately mapped the prospect’s buying process and key influencers, and prepared some snazzy sales media engineered to appeal to stakeholders across the organization, then we’re well on our way.

Influence Decisions on Sales and Purchase Data Content with Experts

Your enterprise customers will notice you’re small; simply be honest and solicit a lot of feedback. Speak with them frequently and inquire about ways to improve, iterate internally, and identify champions. Champions are great because they generate net-negative churn, but they also help small businesses win more, win bigger, and win with a shorter deal cycle. I’d recommend communicating with your larger clients monthly for the first year, then quarterly after their initial renewal date.

All of this can be digested and turned into a process for future sales representatives selling to larger organizations, not just in the enterprise but also in the mid-market. These points should provide a few small quick wins with your current efforts and help you scale B2B sales quickly. Selling to enterprise customers is difficult, but practice makes perfect. Putting their logos on your website will not only make you feel good, but it will also help you get more of them.

By contacting Mach1Design for professional assistance, we can provide tips and suggestions for improving your organization’s decision-making process. Contact us at 469-536-8478 or [email protected] today.

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A Breakdown of Account-Based Marketing for B2B Companies

How to Set Appointments and Effective Appointment Setting Tips

While closing deals is frequently emphasized as the most important aspect of selling, you never get this opportunity unless you first land appointments. If your team is having difficulty getting meetings, you may need to change your strategy or execution. Getting appointments with influential people in an organization is one of the most important aspects of any business.

It is unusual to be able to call the CIO or CFO and get an appointment. Businesses today, particularly those in the technology sector, have a diverse group and overview of people involved in any purchase. Unless you are an expert at getting in to see the “right” people, your primary goal should be to get in the front door and move up the value chain. You have one and only one goal: to put your prospect at ease as soon as possible so that you can schedule an appointment with them and how to set it efficiently.

What is an Appointment?

There is countless way to set appointments. Appointment simply means arranging a meeting or schedule. Nowadays, this can be both physical and virtual. An appointment setting is a strategy for bringing in new prospects by taking a schedule of time for your sales team to discuss your product and possibly make a sale. An outsourced company can handle all of this, so all your sales team has to do is check their calendar and show up for the appointment.

Why Setting an Appointment Schedule is Crucial?

A potential customer is chosen for an appointment in this step. It is critical to first identify your prospect before scheduling an appointment with them. It is customary to meet with them personally and discuss all official business matters. To set an appointment, you must impress your prospects and provide them with all of the necessary information about the products and services being offered to them. An appointment setting is especially crucial for new businesses because it aids in business expansion. It is regarded as a business-to-business communication tool. Appointment setting has now become a consistent part of a business’s lead generation strategy due to its immense importance.

Appointment Setting Techniques Benefits

While appointment setting is an important task with numerous benefits, many business owners find the prospect of calling both prospects and regular customers to offer products and services too intimidating and imposing. Although some business owners are fine with the solutions or ideas of setting appointments themselves, the majority simply do not have the time (or skill) to perform this time-consuming task, which requires more than just conversational skills.

However, many BPOs and freelancers provide appointment setting services to assist these business owners in reaping the benefits and returns that professional appointment setting provides. Aside from the obvious benefits of increased sales and profits, appointment setting can help your business in unexpected ways. If you’re not sure how appointment setting can help you meet your financial goals, keep reading for the top three benefits why appointment setting techniques can help your business sell more:

Create a Prospect or Clientele

People buy from people they trust, and what better way to earn that trust than to impress your potential customers with your high level of professionalism? The appointment setting is one of the most professional cold calling methods used by businesses to establish a more personal connection with their customers. When done correctly, appointment setting leaves a lasting, positive impression of your company in the minds of your prospects, giving them more reasons to buy from you. Hiring appointment setters benefits your company because they have the knowledge, skills, and experience to help your sales grow.

Appointments Qualify Prospects and Pain Points

Setting appointments will help you increase your sales by introducing you to prospects who fit your ideal customer profile: those who need your product or service and can afford to pay for it. Professional appointment setters only ask the most effective qualifying questions, allowing them to quickly identify prospects who are more likely to buy from you. Your company’s efficiency and productivity will improve as a result of their knowledge and techniques for pre-qualifying prospects, resulting in increased sales and profits. An appointment setting is the first step you should consider if you want to broaden your customer reach, learn more about what your customers require, and increase your competitiveness and ROI.

Crucial Component of Sales Process

An appointment setting is a crucial part of your business’s sales process because it connects your generation of leads activities to your sales. When done correctly, it demonstrates to your customers that you have an organized and systematic process in your business, which customers appreciate in any business with which they set their transactions. During the appointment setting process, experienced appointment setters professionally guide their prospects through this process, informing them of the next step they should expect based on their response. Customers are more likely to make a purchase from a company that is well-organized and efficient. When done correctly, appointment setting provides your company with more than just appointments. It also helps your professional and positive reputation, increases your efficiency, and boosts your sales.

Set Focus with these Factors

Appointment setters play a critical role in the generation of leads process, so they must demo and hone the necessary skills to be successful. What are the most crucial factors to set and consider in order to be successful in the B2B appointment setting? Here are some pointers:

  • Determine and communicate with decision-makers
  • Be adaptable with the script.
  • Pose the most pertinent questions.
  • Be an attentive listener.
  • Show how the product or service will be beneficial.
  • Maintain focus on the goal.
  • Continue to learn and practice.
  • Outsourcing certain aspects of your sales and generation process can be extremely beneficial if you want to grow your business.

Hiring an expert allows you to get better results while you focus on what you do best. The process is more efficient and typically saves your company a significant amount of money.

Effective Appointment Setting Tips in No-Time

To sell someone, you must first schedule a meeting with them. And, as any salesperson will tell you, that is much easier said than done. Every day, sales representatives make countless calls, hoping and praying that one of their prospects will pick up the phone. And what do they say when they finally do? Here are the effective appointment setting tips to go by:

Disarm and Lower their Guard

If a buyer answers the phone, one thing is certain: they’re busy. Keeping this in mind, a rep with the highest connection rates acknowledges it right away. It is recommended that you introduce yourself and your company while acknowledging that they are busy. Why should you introduce yourself? People are naturally suspicious when they pick up the phone, and the best way to get them to lower their guard is to say who you are and where you’re calling from right away. Disarming them diverts their attention away from whatever else they’re doing and focuses it on you.

Explain the Purpose

Every salesperson understands that the purpose of a first call is to set up an appointment. However, the number of representatives who actually request an appointment is very small. After disarming the prospect, representatives should go right into their purpose — asking for a meeting. Reps might say, for example, “The purpose of this call is to get 20 to 30 minutes to discuss how we can reduce your operating costs by 20%.” 

What’s the difference between 20 and 30 minutes? It explains that this period of time was chosen on purpose. When you request less than a 20- or 30-minute block, you’re doing yourself a disservice. Many times, people request five or ten minutes — all you’re doing is indicating that it’s not important.

Finish with a Specific Question 

It is suggested that representatives end their prepared speech with a specific question. Ask a question about how to achieve your goal, such as, ‘Would Tuesday at 10 or Wednesday at 2 work best for such a call?’ If we ask the question, they must respond.” Unless, of course, they don’t, rinse and repeat — disarming, stating the purpose, and asking the question again.

The immediate goal is to set the appointment rather than to sell the product. As a result, you don’t need to increase the prospect’s level of interest in order for them to buy. You need to pique the prospect’s interest and curiosity just enough to keep the conversation going. We hope that these appointment setting tips will assist you in taking your game to the next level.

The 5‑Step Online Reputation Management Guide (That Anyone Can Follow)

online reputation management

Few things are more crucial than your brand’s internet reputation. It fosters trust among customers, employees, and investors. As a result, you may build your business more effectively and generate a higher ROI. Online reputation management is the most effective technique to protect your brand’s image. Unfortunately, far too many brands wait until they face a public relations issue before investing in their digital reputation. And it’s primarily the industry’s responsibility because we’ve done a bad job of defining what reputation management is and when to invest in it.

As we increasingly live our lives online, we’re discovering that not only are there significant drawbacks to all of that social media over-sharing—but that we may have little influence over how we seem on the internet. A person who intends to harm your reputation will have few obstacles to overcome online, readily destroying your good name. Then there are online reputation managers. They specialize in giving online makeovers, frequently by concealing negative search results and boosting information that enhances a client’s desired image.

What is Online Reputation Management?

ORM, or online reputation management, is the practice of managing a person’s, company’s, or brand’s online information. The basic purpose of ORM is to create an accurate, sustainable, and controllable search environment that depicts an organization’s or CEO’s whole career arc.  ORM primarily works by responding to unfavorable customer comments online and reacting to stories in the media (both social and traditional) that cast a negative light on your organization. For example, you may issue a public statement addressing the story’s content or make a social media post in response.

Online Reputation Management vs Social Media PR

The purpose of both public relations (PR) and online reputation management is to present the firm in the best light possible. The key distinction between the two is how they accomplish that goal. Public relations firms promote themselves outside, such as through advertising and coordinated media promotions. Instead of reducing attacks on corporations, it is mostly a proactive attempt to strengthen brands (though PR firms do sometimes handle damage control). In contrast, online reputation management is frequently reactive. It entails searching for and responding to potentially harmful content from other people or businesses. The majority of ORM work is done internally by brands rather than through an outside business.

Why is Online Reputation Management Important?

In general, there are three reasons why a company might invest in online reputation management. Beginning with no reputation, restoring an already damaged reputation, and finally, preserving an established reputation. The first two categories are without a doubt the most popular. Many startups hire online reputation management firms because there isn’t enough information about them on the internet. They have no reputation and must establish one. It’s a terrific approach to generate favorable feedback or excellent press about your brand immediately. Because of this occurrence, other businesses seek the services of an internet reputation management organization. Perhaps there was a controversy or negative headlines about your company.

A credit card breach, a product recall, or an arrest in your C-suite are all possibilities. Businesses can also use online reputation management businesses if they have a lot of negative reviews or ratings on the internet. The third scenario is less prevalent, yet it nevertheless occurs. Businesses with a well-established reputation will hire services to protect their online reputation. However, most of you in the third category can probably keep going without assistance. If you are confident in your product, services, customer service, and branding plan, you may not require the services of an online reputation management business just yet.

Benefits of Positive Online Reputation

Higher trust, greater talent, less risk, and more profit are all advantages of having an excellent internet reputation. However, the benefits of a good company reputation go beyond that. Companies with a good reputation are treated better online and are even given a second chance. Your reputation might alter over time. Reputations can be harmed, but they can also be repaired, allowing you to gain the benefits of having a strong internet reputation. It’s significant, and it’s worth the effort to keep it in top condition. There are numerous advantages to keeping yours, but these are the ones we believe are the most significant.

Effect on Sales

Your internet reputation has a direct impact on sales as well. Before making a purchase, more than half of purchasers conduct research on a search engine. If potential customers see a streak of unfavorable reviews or press about your business, it may taint their opinion of your firm and lead them to buy from one of your competitors. They are more inclined to trust your company and make a purchase if they see a high amount of favorable reviews and news.

The way people perceive a brand has a direct impact on its sales and revenue numbers in today’s highly competitive business environment. Companies with a high reputation, on the other hand, can spend less on marketing and advertising. Because of the rise of social media and the transition away from traditional advertising, businesses must actively engage consumers and work on developing a solid online reputation. On the internet, reputation management is more than merely responding to negative information and creating favorable reviews. It is about developing a reputation that associates a brand with its basic principles and the primary demands of its target market. This is why organizations must implement a complete online reputation management strategy.

Customer Reviews

You can also obtain useful client feedback by managing your internet reputation. As a consequence, you will be able to improve your products and services, as well as the overall client experience. Yes, you should do consumer surveys and polls in order to improve your business. However, don’t dismiss unsolicited comments that may reveal new and better methods to serve your target audience.

Reduced Reputation Risk

Companies with poor online reputations tend to get much worse. This could be due to systemic issues inside the organization, but it could also be the reputation management equivalent of the “broken window theory,” which asserts (essentially) that a warehouse with broken windows attracts more vandals. Improving a tarnished reputation may appear to be a difficult endeavor, but there are steps that may be taken to save a damaged image and decrease future reputation risk.

Recruit More Qualified Staff

Reviews are vital for both hiring personnel and drawing clients. So much so that only one in every five job applicants would consider working for a company with a one-star rating! People want to work for a good firm that is “going places,” one that shares their basic values and beliefs, and one that they can trust. They also believe in current and former employees. Positive internet content, in addition to workplace reviews, demonstrates that your organization has a positive culture. Better-known companies tend to attract more, and thus better, talent.

Increases Trust and Credibility

The internet, particularly social media platforms, enables customers to voice their opinions on virtually any topic. People like to shop from companies they recognize. Trust is essential in every business. This is why firms must discover strategies to foster client trust. One of the most effective ways they can accomplish this is to avoid receiving negative feedback. No customer wants to be associated with a company that has a terrible public perception. Effective online reputation management software guarantees that only information that benefits the brand is published on social media and search engines. Instead of leaving web material unattended, organizations may use online reputation management software to pick what they want their audience to view.

Increases Visibility

Visibility on the internet is vital, which can be achieved through a well-designed and content-rich website or through company blogs. These internet channels are included in social media platforms such as Facebook, Twitter, and YouTube. All of these platforms are fantastic marketing tools. They do, however, require adequate management to handle daily user activity. The ideal approach for managing these regular user behaviors is online reputation management software.

Online Reputation Strategy Guide for Your Brand

Online reputation management is critical because it allows organizations to frequently monitor their online reputation. Because online content is constantly changing, how people view a brand can also vary dramatically. Businesses must determine what is being written about them online and how they might improve if people have a poor perception of them. According to data, more than 40% of digital marketers watch their company’s brand on a daily basis, while others check it hourly. Companies can prevent losing a large number of new business leads and sales by regularly checking their internet reputation. Furthermore, in order to protect their brand reputation, firms must include online reputation management as part of their digital marketing plan.

Step 1:  Respond Promptly and With Empathy

Sometimes the best ORM occurs prior to the posting of a negative comment or review. When clients ask questions, whether they message you directly or post on social media, you should react as soon as possible.  According to a survey, 83 percent of people want responses to social media comments within a day or less, so don’t wait too long. Prompt responses keep disgruntled users from leaving negative feedback and demonstrate to the client that you value their assistance. Responding with empathy is also crucial.

Step 2: Address Any Negativity Right Away

It can be tempting to dismiss bad customer comments and reviews. After all, why would you want to draw their attention by reacting to them? However, by ignoring dissatisfied clients, you are doing your firm a disservice. 97 percent of the 82 percent of consumers who read online reviews also read the business’s comments. Addressing bad reviews demonstrates to clients that if they have a problem with your organization, you will be there to help them.

Step 3:  Accept Responsibility for Your Mistakes

If your organization is being investigated for a genuine or perceived scandal, it is always beneficial to apologize. Showing guilt helps to defuse uncomfortable customer situations and strengthens customer relationships. It also demonstrates to customers that your organization is honest and transparent. Create your apology with the real aim of owning up to and resolving the problem. Address the primary issues made by consumers and the media, and explain how you intend to rectify the situation. Consider your apology’s media as well. If the majority of negative comments are received via a social media platform, for example, that would be the best place to post your statement.

Step 4:  Maintain Control of Your Search Results

Most marketers consider SEO to be a means of keeping their brand prominent. However, it is also an important tool for reducing the visibility of unfavorable publicity and content related to your brand. When your company’s name is searched, you want your page to come up first. After all, the top SERP result receives more than 31% of all clicks, and customers are 10 times more likely to click on the first search result than on a website 10 spots down. Monitor your brand’s search results in an incognito window to observe what buyers view. Competitors can bid on your branded keywords to appear first, so you may need to bid on your own keywords to keep the top spot.

Step 5:  Automate the Management of Online Reputation

Instead of manually trawling through websites and social media, use software that automates ORM activities to save time. Google Alerts is one of the most basic monitoring tools. Simply enter your brand name into the tool to receive notifications when media and news pieces regarding your firm are published. That way, you’ll know right away when your company is being mentioned, and you’ll be able to reply promptly if necessary.

Reputation Management Tools

Your internet reputation is one of the most powerful indicators of your company’s success. Online life is the same as real life, and your online reputation is crucial. This means that maintaining and monitoring your internet presence is a critical component of your digital marketing plan. It is critical that you identify (and address) problems before they become serious issues, and that you provide prompt feedback. Monitoring what others say about you online will assist you in maintaining a positive reputation. So, how do you keep track of what others are saying about you on the internet? Check out some of the greatest online reputation monitoring tools below.

1. Brandwatch (Formerly
2. Brand24
3. Digimind
4. YouScan
5. BrandMentions
6. Buzzsumo
7. Mention
8. Your Web Browser
9. Google Alerts
10. The Brand Grader
11. SimilarWeb
12. SocialMention
13. Review Push
14. Reputology
15. GatherUp
17. BrandYourself
18. SentiOne

Work with Professional Reputation Management Company

Like I said earlier, online reputation management is NOT about quashing negative reviews—especially not if they’re objective and fair. (That’s dishonest and something we absolutely do not advocate.) It’s about making sure your brand is accurately represented wherever your customers (and potential customers) are looking for you on Google. Because Google rankings change all the time, reputation management is an ongoing process. You should, therefore, proactively monitor for new mentions of your brand and deal with any potential issues in a timely manner.

What is the finest business for online reputation management?  It is determined by your specific requirements. To help you narrow down your alternatives, use the methods explained above. You don’t have the time to do it yourself? Hire an online reputation management company like Mach 1 Design to accomplish it for you. Simply inquire about the specifics of our service and whether we are capable of doing any of the things described above—any reputable company will be conversant with these concerns. Please share any additional clever reputation management tips in the comments! Contact us today at [email protected] or give us a call at 318-349-4998.

Related Article:

Why Customer or Client Reviews are Important?

Category: Daily Tips

Account-Based Marketing (ABM) for Professionals

Account-Based Marketing (ABM) for Professionals

The traditional business-to-business sales and marketing funnel is broken. B2B marketing, in its current form, takes a broad approach to lead generation, to capture as many leads as possible. The problem with this approach is that the funnel narrows towards the bottom, so the vast majority of B2B leads never become customers.  Whether you are the chief sales officer for a business or are simply a true believer in marketing, there is no denying that management account-based marketing (ABM) is the way to go. Account-based marketing, on the other hand, turns the B2B sales and marketing funnel on its head. The account-based marketing approach challenges the traditional lead-based, inbound-only marketing approach.

Instead of focusing on marketing channels to generate leads, an ABM strategy focuses on identifying and targeting best-fit accounts with the highest revenue potential for your company. Marketers can then use technology to serve personalized messaging to decision-makers at these accounts via the channels they use most frequently. This marketing outreach is supplemented in an ABM program by personalized, one-on-one sales outreach to the same list of target accounts.

What is Account-Based Marketing?

B2Bs like, are always looking for new, better ways to market to their prospects. And it makes sense. As a B2B, the sales cycle is long, often 9-12 months or longer. We’re marketing to multiple stakeholders, and oftentimes, you don’t have as many prospects out there to market to in the first place. If you’ve been looking for a successful way to market that is trackable and proven to deliver results at a high rate of return, then you might be interested to learn more about ABM.

Account-Based Marketing (ABM) is a marketing strategy that focuses on targeted marketing efforts to specific accounts, rather than to an entire group of prospects or specific industry accounts.  ABM is an outbound marketing strategy because we’re taking our content and our expertise and bringing it to an account we’ve identified as ideal, rather than having them come to us.  ABM is a highly targeted method of marketing that’s been proven to deliver quality ROI, especially for companies that don’t have as many prospects, to begin with, and who are focused on increasing customer retention and upselling.  We liken ABM to fishing with a spear, rather than a net. We’re only fishing for the best, and most attractive fish in the pond that our unique value proposition is the best fit.

6 steps to ABM success

ABM, also known as key account marketing, combines the marketing and sales teams’ expertise to target specific groups of accounts that require tailored marketing. To achieve their objectives, marketers must employ strategies that combine the expertise of the sales and marketing teams to:

  • locate accounts
  • interact
  • close high-value accounts deals

By focusing marketing strategy on key areas of higher value to the organization, the marketing and sales teams can collaborate on campaigns that capture the attention of these accounts and convert them into customers. ABM is critical because it can mean the difference between the sales team meeting and exceeding the quota.

Who Uses ABM?

ABM has proven the most useful for B2B companies offering unique value propositions through business development professionals. As a whole, business-to-business companies (B2B), especially those in niche markets, tend to have fewer prospects, many of whom are larger, high-value corporations.  ABM offers B2B companies a better opportunity to engage and close targeted high-value prospects. By providing ABM clients with content and lead nurturing tactics that are tailored specifically to their company, organization, or public entity, especially those that touch multiple decision makers within that one account, you have the opportunity to shorten the sales cycle significantly, and close with just the very best ideal clients in the respective industry.

How Does Account-Based Marketing Work?

Account-based marketing is similar to inbound marketing in many ways, except that it encourages us to seek out ideal accounts, rather than having those accounts find their way to our company organically.  Account-based marketing starts with an ICP, which is similar to inbound marketing’s buyer personas. The Ideal Customer Profile (ICP) takes a look at specific accounts our company is already successfully working with and outlines what makes those accounts our perfect fit for our client. 

An ICP often talks not about a single decision maker’s pain points and challenges, but the goals of the account as a whole. It also details the unique internal structure of that ideal account, as well as the individual decision-makers who must sign on before a sale can be closed.  In this way, account-based marketing (ABM) is very closely aligned with sales goals. The sales team knows which prospects are the best fit, and are most likely to convert to a sale. The ICP gives the sales team a chance to tell marketing exactly which types of accounts they love, and it gives the marketing team a very specific account to market to. 

Unlike inbound marketing, where the goal is to draw in many prospects from a particular industry or target market, with ABM, our target market is often just one company or public entity.  Our sales and marketing team develops content that speaks directly to that company’s pain points and challenges and will develop a campaign that’s directed towards that account’s decision makers and current projects. 

This tactic of addressing the pain points of the five or six stakeholders in most B2B’s ideal accounts helps to close the deal with larger, high-value ideal customers who can benefit from our products or services, but who otherwise might take quite a long time to make a decision. 

What Are Some Benefits of Account-Based Marketing?

Capturing the attention of potential buyers is more difficult than ever in the digital age. This is where ABM can benefit an organization. The marketing team can directly target accounts that sales want to pursue by identifying them. Many companies seeking high-value customers find that an ABM strategy works better for them than casting a wide net. Account-based marketing turns the traditional marketing and sales funnel inside out. Instead of leading potential clients through the funnel, account-based marketing:

  • examines the accounts that sales desires
  • personalized content is directed directly at them
  • and then converts them into customers

In general, B2B marketers target leads more broadly to appeal to as many companies as possible, but this does not produce the best ROI. With today’s technology, scaling ABM to a variety of organizations is now easier and more affordable, and marketers across the board are implementing an ABM strategy within their team to drive higher value outcomes.  Shortening the sales cycle and closing deals with our ideal clients are some pretty great benefits. But ABM offers a few additional benefits that set it apart from other marketing strategies:

account based marketing and sales alignment

Clear ROI

The first, most attractive benefit to most B2B’s is account-based marketing’s ability to prove clear ROI. Where other marketing strategies can be difficult to quantify specifically, account-based marketing is fairly cut and dry.  Since We’re focusing our efforts on just one customer, it’s easy to see how much time and effort we’re spending on this account, and it’s immediately visible what our return is when that account does close a deal with us. 

Specific Tracking and Metrics

In a similar vein, account-based marketing offers very specific, measurable results. When We’re looking at each of our pushes to market to a specific account, we have a small, measurable set of data to analyze. It’s easy to see whether emails, ads, web content or events are helping us close the deal because we have such a small set of target accounts.

Three types of ABM

This information not only helps inform our future account-based marketing campaigns but can give us greater insight into our ideal customers as a whole. You might discover that the majority of our ideal accounts prefer email marketing and LinkedIn advertising over search engine ads or organic content. We can apply those findings to all of our other marketing campaigns in the future, whether they’re account-based marketing tactics or inbound marketing tactics, helping you optimize our efforts for the greatest returns. 

Reduced Waste of Resources

Account-based marketing is sometimes termed zero-waste marketing. Since the strategy is so targeted, we can focus and optimize our resources and tactics to just those specific accounts We’re hoping to close. In that way, none of our efforts are wasted. They’re spending time and resources only on potential clients and accounts that we know are quality leads. 

Can Account-Based Marketing Tactics be Paired with Inbound Marketing?

Inbound vs. Account Based Marketing
Account-Based Marketing Tactics

Yes, and in fact, it is highly recommended that we not use ABM without inbound marketing. Here’s why ABM does a great job of shortening the sales cycle and closing on some of those ideal clients you’ve always wanted to land. That’s all effort we’re hyper-focusing on just one company. 

While ABM is effective, and a closed sales deal for that high-value corporation can help LazrTek achieve its growth goals, it’s important to launch ABM campaigns alongside inbound marketing campaigns to make sure our prospects don’t feel like We’re just pushing our product or service at them constantly.  What’s more, inbound marketing helps us cast a slightly wider net, while still drawing in qualified leads. Indeed, inbound marketing isn’t as targeted as ABM, but inbound marketing brings in qualified leads, rather than our sales and marketing teams having to go out and find them. 

Running both inbound marketing and ABM together helps set up a system of safety nets.  If we’re having a slow quarter, ABM can help our team zero in on a high-value prospect. If a deal with a high-value prospect falls through, our inbound marketing strategy has still been working for us to draw in qualified prospects on that we can refocus our efforts. 

How Do We Know if It is the Right Target and Strategy for Us?

Not sure if ABM is right for us? Take a look at these questions:

  • Do we feel like there are a limited number of companies who can benefit from our product or service?
  • Do we generate more revenue from upselling and retaining long-term clients than it does from bringing in a new venture?
  • Are we often marketing to companies and prospects where we need buy-in from several stakeholders?

If we answered yes to these questions, then we should give ABM a try! Account-based marketing is one of the most proven tactics to shorten the sales cycle and close deals for some of those ideal accounts we’ve been eyeing for a while.  And if we think about it, it makes sense.  While our inbound marketing content is tailored to a specific industry or type of prospect, whether it’s through job title, company size, or pain point, it’s still somewhat general. 

ABM content, however, is hyper-specific. That content is written directly for that account that we know is the perfect fit for us. And who doesn’t love content that’s written specifically for them? In today’s world of general, non-specific blogs that don’t always answer the questions We’re asking, the extremely personalized content that ABM uses is a breath of fresh air. It shows our ideal prospects that we’re dedicated to solving their problems and helping their company grow better. And content like this is what closes deals. 

What Do We Need to Make an Account-Based Marketing Strategy Campaign Work?

If we’re thinking that an ABM campaign sounds right for us, we’re probably wondering where to start. Even if we are fully on board to start an ABM campaign, it’s not going to go very far if we don’t have these three integral components of a successful ABM campaign. 

 #1 Aligned Sales and Marketing Teams

ABM won’t work if our sales and marketing teams aren’t on the same page. Luckily, the nature of ABM tends to bring the two teams together. Sales and marketing have historically been at odds. Sales always want better, more qualified leads. Marketing always wants to get the company in front of as many qualified prospects as possible. ABM solves this power struggle by bringing the sales team more closely into the marketing process. 

The sales team starts by identifying the ideal account. They tell our marketing team who is the perfect account.  From there, our marketing team does what they do best, which is to get to know how that account thinks — what their pain points are, what their challenges are, what their goals are, their current need projects, and which key stakeholders are needed to get on board before they can pass that prospect along to the sales team. 

Account-based marketing encourages marketers to think a bit more like the sales team. Instead of focusing on just getting the best message out to the right people, the marketing team has to consider what information will contribute to closing this lead. They have to think more like our sales team, which helps bring those two teams a little closer. That said, if our marketing team is on Mars and our sales team is on Jupiter, ABM isn’t going to work for us right away. You have to have some alignment between the two teams before you can see any sort of forwarding progress. 

 #2 Clearly Outlined Ideal Customer Profile (ICP)

When our sales and marketing teams are on the same page, you can define our ideal profile. As we mentioned earlier, an ICP is similar to a buyer persona, except that instead of being centered on a person, it’s centered on a specific company or account.  Our ICP should identify what type of company We’re working with, how many decision-makers there are, and what each of those decision makers’ biggest pain points and questions is about our product or service. 

It’s good to know that account-based marketing doesn’t just focus on new business, either. You can easily create account-based marketing campaigns that are centered on extending service with an existing company, upselling, or even cross-selling.  Most B2Bs find that it’s more cost-effective to focus on customer retention than it is to constantly seek new ventures, and account-based marketing is a great way to do that. 

 #3 Specifically Targeted Content That Speaks to Our ICP

With an aligned sales and marketing team, and our ICP set in place, the last thing we need is content. As we’ve discussed before, the key to successful account-based marketing is hyper-specific content.  When we say hyper-specific, we mean we’re creating content for that company, and each of its decision-makers, specifically. The content you develop should answer questions those decision makers are asking and should speak (in no uncertain terms) to the unique situation and needs of that company. While this might seem like a lot of effort for one company, we’re only making that effort for a company or account that we know is an ideal fit for our product or service. Account-based marketing is proven to deliver the highest return on investment of any marketing strategy, especially for B2Bs. 

And let’s remember, that all of the efforts we put into an ABM campaign are highly targeted and optimized. Nothing we do in a proper ABM campaign is wasted effort, which is why our ROI is going to be so high when you close a deal. Account-based marketing is a great marketing strategy, especially for B2Bs who struggle to shorten the sales cycle, or who have a relatively small number of prospects and small sales force. ABM helps us strategically, without wasting resources. 

Interested to see how ABM could work for us or our B2B? Let Mach 1 Design create your ABM strategy. [email protected]  or call at 469-536-8478.

Millennial Healthcare: Five Ways Millennials Do Healthcare Their Way

Millennial Healthcare

The generation gap is nothing new in social and political culture, nor is the lack of understanding from one generation to the next. The significance of the technological revolution and the speed with which it has transformed our environment is unique in today’s context. While previous generations have adapted and continue to adapt to this new frame of reference, millennials have been shaped and wired differently from the start. Technology is frequently viewed as a means to make existing processes faster, easier, and more efficient by digital adopters. As more millennials enter the labor force and consumer market, they will alter the what, where, how, and why.

As healthcare is undergoing its technology revolution, it must be with an eye to the newest generation of patients and caregivers. Understanding key drivers such as options and access to information will be critical success factors. Healthcare will be no different, meeting this generation’s technological needs more than ever, as much of our interactions have moved to the digital sphere.

Millennial Health Nowadays

The internet is often the first place many of us go to find information, and health guidance is no exception, especially among millennials. A survey of 2,040 millennials (ages 23 to 39)  was conducted and discovered that 69 percent of respondents searched online for health and medical advice rather than going to the doctor, and a quarter of respondents trust Google to diagnose their symptoms accurately. Furthermore, a large majority (83 percent) conduct their research even after receiving medical advice, and 42 percent trust their research more than that of their doctor. Nowadays, with the peak of technology, the power of the Internet is redefining how millennials and healthcare are perceived.

Five Ways They Sought Healthcare Solutions Online

Millennials, also known as a person born as Generation Y, were born at a time when the internet has enabled them to access information from all over the world. They led the way in using messaging, social media, and mobile devices to stay in touch with people 24/7. However, as many of them were looking for work, the Great Recession struck. These experiences, combined with their sheer size, make them formidable health industry consumers. Provided below are the factors why millennial healthcare solutions are popular for these people born as Generation Y:

Digital Access to Medical Services

Millennials are more tech-savvy than baby boomers, with 92 percent owning smartphones and more than half owning tablets. Almost all millennials use the internet, which may only have access to through smartphones. In terms of social media, 82% utilize Facebook. Instagram is used by roughly half of the population, as is Snapchat. Millennials and Generation X members want to be able to access their suggestions, services, and payment alternatives online. According to a survey, 6 out of 10 millennials favor telemedicine, such as video conversations, over in-person appointments. More people want their doctor to provide them with a smartphone app for scheduling appointments, monitoring health records, and managing preventive care. Most people would consider wearable gadgets that send health data to their doctors, as well as medications that track vital signs after they’ve been consumed.

Cost and Supplies Transparency

Concerns about job loss or being furloughed may have contributed to the increase in visits to primary care physicians. With the prospect of job loss looming, they want to ensure that they have received a checkup in case they lose employer-based health care. Even though more millennials have seen a primary care doctor, as many as 43 percent reported ignoring a health issue, with 33 percent ignoring it for more than a year. A similar proportion had not had a checkup since the pandemic began. The most common reason given was COVID-19 safety concerns; however, more than a third did not go for a physical exam because they thought it was too expensive.

Millennials are more likely to be unemployed than previous generations were at their age, and they are concerned about these costs. In 2017, a survey of over 3,560 adults with health insurance was conducted. Millennials were the most likely across generations to report researching costs online, determining whether their insurance covered their care, and discussing treatment costs with a doctor. According to the poll, millennials are more likely than older patients to request an upfront price estimate. One in every two people said they would postpone or avoid getting health care because of the cost.

Various Sources Other than a Physician

Millennials have witnessed the financial crisis, 9-11, skyrocketing academic debt, and one of the most divisive and contentious elections in history, so it’s no surprise that they distrust authority. According to a survey of 41% of millennials, physicians are the best source of health information. Only one-fourth agreed that doctors and pharmacists provide them with the information they require to make decisions. Millennials are more likely than baby boomers to conduct online health care research. These relatively well-educated 20- and 30-somethings compare treatment options and research doctor and hospital quality ratings. They seek advice from friends, family, blogs, message boards, and websites such as WebMD and Mayo Clinic. However, all of that information can make it difficult for them to make decisions.

Patient Telemedicine

According to a recent survey, only 67 percent of millennials have a primary care provider, compared to 78 percent of Gen Xers and 85 percent of boomers. Many people questioned their primary care provider’s ability to handle complex health issues. As a result, most millennials rely on themselves rather than their primary care doctor to make medical decisions. The patient’s locus of control is shifting away from the primary care provider. Millennials find it absurd to have to wait days or weeks for a medical appointment. Instead, the survey discovered that roughly one-third of them sought care at a retail clinic in the previous year.

Despite their frequent use of the internet for medical advice, the majority of millennials said they have a primary care doctor, a 3 percentage point increase from 2019. During the pandemic, more than a quarter (28%) of these people established a new relationship with a primary care doctor. However, the proportion of millennials who had a physical exam within the last year (65%) remained unchanged from 2019. A higher number of primary care visits today may be explained by the increased use of telemedicine since the outbreak began.

Health is Holistic

To millennials, exercise and nutrition are as important to health care as antibiotics are to infection treatment. Their definition of health extends beyond the absence of disease. It also includes physical fitness and mental health. According to the study, a millennial is more likely than a baby boomer to participate in wellness programs, such as those that help people quit smoking or manage stress.

Connect with Them

Millennials, as the largest generation in the United States, wield significant power and influence over the future of cross-blue shield healthcare. The non-traditional care models and services they prefer are rapidly gaining traction in the industry, resulting in more digital options for business care, an increasing number of retail walk-in clinics nationwide, and an increasing number of providers offering upfront cost comparisons. The health care changes being driven by millennials are long overdue. Even with COVID, today’s patients, particularly a millennial, has become more informed and demanding. Their efforts to improve healthcare are benefiting everyone.

Millennials expect easy access to health and medical information. They want easy-to-use patient portals, digital contact with providers, clear pricing, and quick, convenient care. Despite this knowledge, many health care providers find themselves unprepared when dealing with millennial patients. Businesses and providers should strengthen their digital presence through websites, patient portals, social media, and apps to meet the expectations of millennials. They should solicit testimonials and reviews and offer patient-friendly information in an easy-to-read format. Transparency and convenience are extremely important to millennials, so providers should do everything possible to meet these demands.

Remove unnecessary industry jargon and complicated information from your website, and millennials will be much more likely to consult with your organization for their health care needs. Posting prices online, as many retail clinics do, will help build trust among millennials, assuming the prices are accurate. Online payment options will also assist health care organizations in keeping up with other businesses. Many primary care practices are responding to the desire of millennials for quick, convenient care. They are hiring more physicians and nurse practitioners in order to avoid losing patients to walk-in clinics. They provide digital channels for patients to communicate with them and make appointments. Telemedicine is being considered by some. Finally, health care organizations, groups, and businesses must embrace the digital technology that their millennial patients crave on a daily basis. If you don’t build stronger relationships with them in the way that new startups are, you’ll likely fall behind.

What “Website Analytics” Means

website analytics

Many of the goals of website analytics are similar to those of business analytics. It collects detailed information about your website and assists you in making sure that it is working as hard as it can for you.

Learning which elements of your website operate well is essential to making your website visible to potential clients. It also necessitates determining which pages require more effort. Understanding how to use website analytics can help more people learn about your company and become consumers.

The measurement, analysis, and reporting of data about your website are known as web analytics. The most well-known is Google Analytics tools. They come with a variety of tools for analyzing the performance analytics of websites. 

However, like any type of site analytics, certain technologies will be more beneficial to your company than others. For example, an insurance agent wants visitors to be able to discover information that is relevant to their circumstances. In the end, they want visitors to request a call or a meeting to talk about their alternatives.

You strive for the best inventory, pricing, and location for your business. Similarly, website analytics may be used to improve your website and attract more visitors. Consider web analytics to be a crucial component of your total business analysis. These site tools help you fine-tune your website to rank higher in search engines and attract more visitors.

Knowing what you want your website to achieve will help you figure out which metrics are the most important. This information allows you to optimize your website so that the analytics findings match your business objectives. Web analytics can help you improve the experience of your website visitors as well as your company’s performance.

How Do Web Analytics Work?

Each page of your website’s code has a little snippet of code that analytics tools inject. Every time someone views or clicks on a link, it “tags” the page to collect information. Website analytics systems collect a variety of data from these tags, including:

•  The number of unique visits to your website

•  The devices that visitors use to access your website

•  The browsers that visitors use

•  The geographic locations of your visitors, as indicated by their IP addresses

Find out more about what your website’s visitors do.

Web analytics systems can also collect useful visitor behavior trends, such as:

•  Certain pages are often visited by visitors (landing pages)

•  The most popular pages on your website

•  How much time do visitors spend on your site?

•  The number of times people visit your site and click on each page.

•  The number of times people “bounce” from a page on your website (your bounce rate)

•  What keyword searches bring people to your website?

Furthermore, analytics tools can assist you in testing how your audience responds to different material as you add to or update your website. This will assist you in determining which material is most popular among website visitors.

What Are Web Analytics Generally Used For?

When it comes to web analytics, it is helpful for understanding which channels users come through to your website. Additionally, you can determine whether they are popular site content by calculating the average length of stay on your web pages and how users interact with them, this include which pages prompt users to leave.

The web analytics process includes the following:

  • Setting business goals: Defining the key metrics that will determine the success of your business and website
  • Collecting data: Gathering information, statistics, and data on website visitors using analytics tools
  • Processing data: Converting the raw data you’ve gathered into meaningful ratios, KPIs, and other information that tell a story
  • Reporting data: Displaying the processed data in an easy-to-read format
  • Developing an online strategy: Creating a plan to optimize the website experience to meet business goals
  • Experimenting: Doing A/B tests to determine the best way to optimize website performance

You can use this information to optimize underperforming pages and further promote higher-performing ones across your website. 

How Can Website Analytics Help Your Business?

Assume your company is a bakery. You decide to add French crullers to your menu, and they soon sell out. These sales numbers assist you in fine-tuning your offers in order to maximize your return on investment.

Website analytics tools may also prompt you to make changes to your website in order to include a feature that appeals to site users. Assume you run a business that relies on appointments. 

It’s possible that adding an online appointment scheduling feature can help you attract more customers. By offering a tool to estimate savings by combining coverage types, insurance brokers may be able to attract more clients.

Website analytics can also assist you in developing targeted marketing efforts. Your analytics tools collect data that helps you better understand your consumer base. This allows you to market to them in ways that reinforce their brand loyalty.

Website Analytics Pitfalls to Avoid

Web analytics tools, as strong as they are, can’t accomplish everything. A cookie, for example, is a standard analytic tool that analyzes visitors’ sessions on your site and archives repeat visits. 

However, some users remove cookies, and some web browsers prevent analytics software from using particular code snippets. As a result, no tool can claim to be 100% accurate.

It’s also vital to consider how you employ analytics tools. If you don’t filter away online traffic from your own firm, for example, you’ll get an erroneous picture of how well your site is performing.

Additionally, the code snippets that analytics systems employ change. You may not be obtaining the most accurate data if you employ outdated tracking snippets.

Maintain Best Practices

image 263

There is no one-size-fits-all set of best practices that will work for every company. A plant nursery will employ internet analytics tools in a different way than a cosmetic surgery center. Your general business goals and processes will aid in determining your specific best practices. In general, though, you should keep the following in mind:

•  Metrics for web analytics should be in line with overall corporate goals. You must track enough metrics to generate insights without tracking too many that your efforts get overwhelmed. You can adapt your analytics to assist you in reaching your website goals if you know what they are.

•  Make decisions based on hard data. You don’t have to rely on gut instincts to determine which page design is the best. You may use analytics tools to test them and see which one your visitors prefer. If your pricing pages, for example, aren’t getting enough traffic, analytics tools might assist you to add links in more effective places.

•  Don’t let general traffic statistics cloud your judgment. A smaller total number of visitors who go to your order page is preferable to a large number of visitors who leave without going to your order page.

•  Stay up to date on any changes made by your analytics supplier. Updates to their code snippets and reporting choices are discussed. That way, you can make sure that all of your pages are using the most recent tool versions and that you’re getting the most out of your analytics.

Start Using Website Analytics Immediately

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Many firms are intimidated by website analytics. There are many options, and getting the most out of web analytics takes both technical and business knowledge. Don’t let fear prevent your website from performing at its best.

At Mach 1 Design, we study everything we can about your company and your customers, and we know how to apply what we’ve learned to choose analytics solutions that will help you succeed. Speak with one of our staff members today if you’re ready to put website analytics to work on your site. Contact us today: at [email protected] or call us at (469) 536-8478.

How to Offer and Provide Visuals to Your Clients and Win Them Over Customers

provide visuals to your clients

As the world gears toward digitalization, creating visual content became the depths and future of digital marketing. The most popular way to engage users online is through visual content. With more content being created every minute, marketers must first be inventive to attract customers. Visuals are essential for creating content that will help any business stand out and attract customers. Most data shows that only does imagery make text-centric content more appealing, digestible, and memorable, but it can also communicate compelling messages that speak volumes without the use of text.

Nowadays, developing engaging and informative content to excite and educate a target audience is the foundation of establishing an online presence. However, there has been a shift in the type of content people consume in recent years. Clients and customers now prefer interactive and visual media over strictly textual content such as blog posts and articles, which have been the standard for the past years. 

Visual Communication

Visual communication is the use of visual elements to convey information or ideas. Animated GIFs, screenshots, videos, pie charts, infographics, and slide deck presentations are all examples of visual communication. It can be difficult to convey your message in a clear, concise manner using only words. In comparison to verbal communication, visual communication helps people retain information and creates a stronger connection. The part of our brain responsible for long-term memory remembers images.

Visual Content Marketing

Content marketing refers to any information, whether online or offline, that informs and educates prospects and leads to fostering trust and engagement. To be more specific, visual content marketing entails using visual content such as images, videos, and GIFs to communicate information to your audience, build emotional connections, and grow your business. Contrary to popular belief, it is more than just sharing pretty pictures and infographics.

Importance of Visuals and Images in Marketing

Getting clients’ and users’ attention is becoming increasingly difficult, especially in this day and age. When consumers encounter large blocks of text, they immediately perceive it as a time-consuming process. Adding visuals, on the other hand, gives the eyes a break and adds context to the information. Thus, marketing visuals and image contents deliver a great conversion rate while decreasing bounce rates in the long run. 

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Visual Content Creation Tips

Visuals are an investment, just like content on a website. Quality should always come first. Aside from quality, good taste is an important factor in determining whether or not your business will succeed. If a business reflects good aesthetics, customer engagement is guaranteed.  Here’s how visual content creation should go:

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Initial Impressions

Take extra time when selecting visuals for a website to find images or videos for the homepage, as this serves as the face of the business and will resonate with clients. Allow them to learn something from the landing pages based solely on images, and consider what the company represents, what it stands for, and the main message to communicate. Stunning visuals will cause them to pause and reflect. A great visual evokes emotion, whether it’s awe, admiration, or excitement. Professional photography will assist in making this special connection between the buyer and the brand. Lighting, composition, and quality distinguish professional photography from amateur photography. If a company makes it a point to make a good initial impression, it will undoubtedly be rewarded with visitors to stay on their page longer and see lower bounce rates.


Regardless of the nature of the enterprise, one of the top priorities is to build trust with consumers, and this is where visuals come in. Through the use of visuals, visitors should be able to see a sense of unity in the brand. This entails selecting a style and remaining consistent with the brand’s quality and message. One of the secrets is the color palette that a company selects. The psychology of color on consumers is a subject that should be thoroughly researched. The color scheme alone can communicate to consumers that the company is a reliable brand.

Style Consistency

Photographs set the mood if a brand chooses the right visuals. If they choose to include people in their images, ensure that their emotions are genuine and that the images are relatable. With time, a company will be able to select images that complement one another because they will begin to notice patterns and will be closer to establishing a personal style in their visual selection. Understanding the fundamentals of photography that determine good style is a critical component in this.

Communicate with Images

People frequently pick and find images that are literal representations of keywords or concepts in the content. This is one simple approach, but it is not always the best. Giving people an obvious visual while they read content will not improve their understanding of the content. This is why brands should use visuals to emphasize certain key points. It is advised to select clever photos that will speak to consumers in more than one way.

Bench-marking with Competitors

Observing how competitors approach marketing with visual content is a common practice. This is a great way to learn how to improve your own visual content. Investigate competitors, learn from their successes and failures, and devise a strategy to make your own visuals stand out based on your own research.

Content and Visuals Attract a Customer

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Whether a company has a physical store or an online store, one of the keys to success is attracting shoppers to its location. If a company believes that having the best products or services will guarantee success, they are mistaken. In such a busy, cluttered world, it will be difficult to stay in the game if consumers are unaware of the brand and do not land in their tore. What could make a difference in their lives? Getting visual is an excellent way to attract attention. The goal of online marketing is to assist potential consumers in finding the company and then build a strong relationship with them that leads to sales. One of the most cost-effective strategies and ways for bringing in those leads and traffic is to offer and create compelling content that is optimized to help an enterprise rank high in search engine results, with the help of visual content.

Offer Clients with Visual Content Service

Nowadays, almost anyone can create a blog post. However, offering visual content service options and ways is a surefire way to ensure clients’ success while providing a service that not every online digital agency offers.  Mach1Design provides the best social media presentations, graphic design, website development, and marketing services on a wide range of projects.

Let Mach1Design help you build the best and strong brand and create a high-quality program to support it. We are here to provide you first with a new vision that will take your business to the next level! If you struggle to develop your visuals and publish quality content, we can help. Contact [email protected] or call (318)-349-4998 to discuss your project.