Living Stone blog 3

 

 

All Posts

What’s in it for you? Setting your objectives

Once you’ve decided to move ahead with a reference marketing program, the first thing to do is determine your objectives. Of course, you want to increase sales, but there are a lot of other benefits you can derive from reference marketing.

Making a list of your goals for your reference marketing program will help you to define your program, and – more important – allow you to measure your progress against these milestones. Having measurable metrics is by far the best way to demonstrate the business value of a reference marketing program.

Most objectives are easy to define, as they tend to be closely related to the sales process, or your corporate reputation. You can set them on different levels, depending on the complexity of your program and the number of parties involved. Keep in mind that most customers want to be leveraged, and they like being showcased to their peers. They also like to see their vendor succeed in the market, knowing that this success reflects back on them.

Another important aspect to consider is language. If your company operates across national borders, your customers will be located in different countries, and speak different languages. Ideally, you’ll be able to conduct interviews and produce videos in your customers’ native languages. Having access to a global network of copywriters and videographers will allow you to produce customer reference stories from all over the world. International Mother Language Day, celebrated on February 21, is a good reminder of the importance of honoring linguistic and cultural diversity.

Ready to define the objectives for your reference marketing program? Click the button below to download a list of possible objectives, on both the customer and corporate level, that you can adapt for your program.

 Download

 

Related Posts

Using social media to build healthcare communities

There are tens of thousands of health communities online, ranging from the most-visited health websites (WebMD, Drugs.com, National Institutes of Health, etc.), to user-run sites focussed on a single topic or disease. Whether they’re big commercial endeavors or small sites providing support and information to a specific group, members and visitors to these online health communities want the same things: relevant, credible information and a way to connect with other people with similar questions or conditions. 

Best practices for your key digital marketing tools

In our previous blogpost, we looked at the reasons why the best marketing strategies now are digital, and how to shift to an inbound focus with your marketing programs. In this post, we drill down into best practices for your key digital marketing tools – website, online content, social media and email programs – with specific suggestions on how you can apply these best practices to your marketing strategies.

How to develop the best (digital) marketing strategies for B2B

Let’s face it, in 2019 the best marketing strategies for B2B are digital marketing strategies. In the past, the marketing plans we created might have included a small section on digital, outlining how we’d manage our website and maybe try some social media, in addition to all the traditional marketing tools. Now, our marketing strategies are primarily digital, with maybe a few traditional tools (like brochures, trade show booths, flags and banners, etc.) included in the mix.