Though more profitable, very few startups are investing in B2B model of ambulance service providers largely due to lack of exposure to this strategies. The article seeks to help those seeking marketing strategies to build B2B directories.AKHILESH KUMAR
Pleasing a customer by direct marketing is a difficult task. But pleasing a business by marketing is even more difficult. It’s anybody’s guess that at any point there will always be more people than business. While there’s some inspiration to look for in B2B marketing of telecommunications, it is virtually absent in case of ambulance services. In this article we will look at some ways by which we can build the B2B base.
Opting for B2B directory comes with its own set of advantages – for aggregators, ambulance service providers and individual customers. This comes in the form of more customer, better profit margins, and more customer data base to mine through as well as accessibility. But when it comes to building a B2B marketing strategy, it’s a tad difficult.
Making the pitch...
Different organizations adopt different strategies depending on their requirement, target audience as well as standing in the market. Roughly the strategies adopted include –
This is the most common and sought after strategy of building a B2B marketing model. Mostly big and reputed hospitals are convinced to make the ambulance providers register on an aggregator platform. Since doctors are the primary source of information and contact between patients and ambulance, their recommendations have a marked effect. But it takes much patience and convincing. The process is rather slow and often inorganic.
Better targeting of audience
Research is the key to any marketing strategy whether they be B2B or B2C. Create a marketing idea to target your services to the most appropriate audience. This can be done by the help of SEO – on site as well as offsite. For instance it’s no use targeting customers if your prime objective is to rope in business units and vice versa. Though in case of B2B in ambulance services, you need to target both – albeit with minor alterations.
When it comes to targeting an audience, there’s no place better than social media. While Facebook and twitter are likely choices given their popularity, LinkedIn should be the focus since most of the professionals we are targeting happen to be there. But if it’s the customers who are your primary target then go for Facebook and twitter.
More often than not, people or businesses tend to visit the website to make an assessment of services on offer. A responsive design increases the degree of interaction and builds a long-lasting impression.
There’s no substitute to voluntary registrations. It is the most organic way to build a robust B2B directory. AMB Life is one such website that focuses the most on registrations. It invites private ambulance providers to visit their website and register all their services – main as well as ancillary. This is effectively cost-free and must be utilized by service carriers.