Objectives & Marketing Strategy

Design and develop a marketing ecosystem and protocol for the Bloom Organization to support direct marketing campaigns targeting business owners in the healthcare industry.

Marketing Strategy:

The sales cycle for business sales consultants is a long and bumpy road. Cultivating leads and closing them routinely takes 12 -18 months or longer. As a result, it’s not just about lead generation, but more importantly about lead nurture so the investments in generating leads can be realized and leveraged properly.

While the process is mostly sales driven, a good marketing partner can contribute in multiple ways:

1. Support the sales team with first-class sales collateral that communicates the value proposition clearly, and stands out from the crowd with bold design.
2. Create brand awareness for the Bloom organization among healthcare business owners including doctors and hospital executives.
3. Nurture existing prospects and help automate the follow-up process
4. Lead generation – help with lead generation by using direct marketing tactics
5. Technology integration – consult on marketing, sales and automation platforms and assist with integration and staff adoption / training

We recommend a combination of direct marketing and branding tactics to support one another. Direct marketing using email combined with messaging on social media that creates brand awareness and supports the direct marketing efforts with content relevant to business owners thinking about selling – or should be thinking about selling.

Direct marketing will consist of outbound email sent to purchased and / or rented lists of healthcare executives and business owners. LinkedIn can be a direct marketing platform, as well as branding tool. And Facebook is useful for targeting doctors and healthcare executives when they’re not at work.

Both tactics, direct marketing and social media aim to drive prospects to specific pages on the Bloom Organization website for more information. Once on the website, a combination of calls to action, downloadable content and live chat will aim to engage prospects and get them to inquire.

Once a prospect inquires, either by phone or via the website, that’s when the marketing automation and tracking components kick-in. To support the sales team, a marketing automation platform like ActiveDemand can initiate email drip workflows and track prospect brand interactions. Retargeting display ads run on popular websites the prospect visits to ensure the Bloom Organization stays top of mind during the sales cycle.

Emails to prospects and posts on social media can ensure the Bloom Organization stays “top-of-mind” and nurtures prospects during the entire sales cycle to build trust and demonstrate expertise. Regular monthly emails offering a variety of no-cost supporting content such as information about business valuation, planning for a sale and what to expect are good ways to demonstrate expertise and experience.

Finally, investing in custom photography and video assets showcasing your staff, office space and sales team can really help build trust and inspire confidence. When it comes to sales, prospects like to work with people they trust. Making The Bloom Organization as approachable as possible will increase conversion rates and boost the number of opportunities.