Small Business Integrated Marketing: More Focus Is Needed, Especially in the B-To-B Space

Small businesses who operate in the business-to-business space do a lot of things right, but marketing is not one of them. This article will explain why this is the case and explore associated pitfalls and opportunities, as well as give you a definition of b-to-b (business-to-business) marketing and suggest some effective solutions to the problem.Typically, companies with 20 to 100 employees or so who are in manufacturing, distribution, professional services and the like do not have a marketing manager, and rightly so; these firms are simply too small to justify that position. So the president or general manager is responsible for marketing. This doesn’t work very well because that person has more important things to do such as keeping the place running and keeping the doors open. So, there’s little or no time for marketing planning or to implement a plan consistently.First let’s define “marketing” as it applies to the b-to-b space. Simply put, marketing is not advertising. Advertising is part of marketing, but a small part.The correct definition of b-to-b marketing is that it’s the integration and orchestration of all of the tactics that go into bringing a product or service to market: marketing research and competitive analysis; face-to-face selling; online support including an optimized website with an SEO (search engine optimization) strategy; downloadable white papers and how-to’s; email marketing; trade shows; sales lead generation; a customer retention strategy; sales tools such as brochures and literature and testimonials; online and offline press and publicity. You get the idea: it’s not just advertising.Most small business owners and general managers know they should be doing something to generate business other than shove their salespeople out the door. But they don’t get around to those other things, meaning marketing. Suddenly a year has gone by and their sales and market share have suffered. So they scramble to do something like build a new website or try some online advertising. But they have no plan. As the saying goes, “He who fails to plan, plans to fail.”On the other hand, with a well-crafted marketing and advertising plan the business can actually have a strategy to develop a consistent market presence, generate sales leads, create a better brand and retain existing customers. But can the business afford to do this, and how does it get done?The first part of the answer is, they can’t afford to not put a marketing plan in place because their market is full of competitors who can and will beat them in the marketing arena. It’s a market-share battleground out there and the best marketer wins.Another argument for investing in an integrated marketing plan is this: companies pay for legal, IT and accounting services, right? Marketing expertise is no different.In terms of cost, it comes down to needs. If there hasn’t been a formal marketing plan in place for some time and if the company doesn’t know where it stands in terms of its status (market share, perception etc.), some research will be needed and a marketing plan should be developed.The plan will comprise three main components: the company’s business objectives; its sales and marketing strategies; and the tactics and media spend necessary to achieve the objectives. Depending on where the company goes to get this done, the cost will probably be between $3,000 and $7,500 for a plan. Then the plan must be implemented.Where does a company go to get this done? For smaller businesses, it’s best to avoid larger ad agencies; those with 50 employees and above. They’ll want to work with big marketing budgets, say, $500,000 at minimum. It’s also better to work with an agency that specializes in the b-to-b space; they understand the integration referred to above. While it’s handy if the agency is local, it doesn’t have to be. It’s more important that the agency is a good fit for the company.Another alternative is to contract a good b-to-b marketing consultant to do your research and draft your marketing plan. But have the second step lined up, too: an agency who can implement the plan, ideally a smaller agency specializing in b-to-b marketing. Check their work and get referrals from their clients.Whatever route you choose, make sure the firm you choose is very knowledgeable in the online space. Today, almost all marketing in the b-to-b space occurs online: information gathering and downloads of white papers and how-to’s; organic search results, online ads, web engagement, SEO, email marketing, press, articles, etc.Actually, this is good news since online marketing and the analytics associated with it are far less costly than the traditional methods b-to-b marketers have been used to such as trade magazines, lavish literature, direct mail and trade shows (not that those traditional tactics should be abandoned.)So what is the cost for a full-blown integrated marketing plan, media spending and implementation-management by an agency or a consultant?The best budgeting method is the “task method”, meaning determining what tasks need to be done considering your market circumstances, then assigning costs to those tasks and their associated media. It varies by company. That’s something a good marketing agency can do for you. If you have a very limited budget a good agency can develop your plan and focus on its most critical tasks, working with a first-year budget as small as $50,000.But a full-blown integrated marketing-media plan is highly recommended if you want to be a market leader. As a rule of thumb, the higher your gross sales, the less you’ll pay as a percentage of your sales. Roughly, if you’re a smaller company, say, sales of $5 million or so, count on spending about three percent of your gross sales, or about $150,000. At $10 million in sales, perhaps two percent, or $200,000. At $20 million, probably between one and two percent, so about $300,000.One thing is certain: a well-planned and well-implemented b-to-b marketing and advertising plan with a strong online component pays off. It helps you compete better for market dominance. However, marketing planning and implementation takes focus, consistency and the help of professionals.

Sedation Dentistry: It’s Important to Understand Different Types of It

One of the biggest reasons for people to avoid any visit to a dental clinic is the fear of the equipment. Now let me tell you something – The dental professional which you will choose is qualified enough and has years of experience. They will never perform any procedure (surgical or non-surgical) without any precaution. So for the purpose of surgical procedure dentistry has a new development called sedation dentistry. The information present in this article is for you to understand that sedation dentistry is safe and really important.Honestly you must not have heard much about sedation dentistry but it has been in existence since a really long time. There is one sedation dentistry technique which is being since 1840s till date. In this technique your dentist will use Nitrous Oxide popularly known as laughing gas. Furthermore the use of ether in general sedation was introduced in the dentistry vertical by a Welsh Student.


Sedation Dentistry is apt for those patients who have the tendency of feeling anxiety when they have to undergo a dental treatment. Sedative can be used for any sort of dental treatment whether it is surgical or simply tooth whitening and cleaning. So basically sedation dentistry helps a patient to relax and feel nothing while undergoing a dental treatment. At times this procedure is referred to as sleep dentistry however the fact is that even though sedatives are applied patients are still awake.Sedation Dentistry involves four levels:• Minimal: Where-in the patient is awake but is completely relaxed.
• Moderate: You won’t remember every detail and step of the procedure but you might speak in a dizzy tone.
• Deep: Not completely awake and not completely unconscious.
• General: You will be completely unconscious.This form of dentistry is categorized into four types. These types have been mentioned below:• Inhaled minimal: Here you will be breathing in laughing gas or Nitrous oxide. The gas is inhaled in combination with oxygen through a mask. It helps in relaxing your entire body and nerves.• Oral: You will be given a pill an hour before the procedure will start. The sedation can range from minimal to moderate depending upon the total dose. The effect will be that you will feel drowsy but will still be awake. You might even sleep but can be awaken by a little shake.• IV moderate: You will receive this sedation through a vein. The effect is quick.• Deep: This will make your body completely unconscious. You won’t wake up unless the effect of sedative subsides.Apart from all these sedatives that are being used you will also receive a local anesthesia. This will help in numbing the area where your dentist will perform the procedure.


As mentioned before sedation dentistry is best for those who anxiety problem. This problem prevents them patients from visiting the dental clinic. The other reasons why sedation dentistry is best for you are:• You cannot tolerate pain
• You can’t sit at the dentist’s chair
• Tooth Sensitivity
• You gag too soon
• Some major dental problems to be fixed in terms of surgery.You need to tell your dental professional that you suffer from any of the above listed problems. After gauging the dental problem he/she will then decide whether you will undergo sedation dentistry or not. They will also decide the type of sedation which is right for you.There is no harm in looking into sedation dentistry. You must know that a dentist who is performing this procedure is someone who understands your problem and is ready to work with you.

3 Benefits to Using Cloud Yoga Business Software for Your Yoga Studio

A Fictional Tale of Two Yoga Teachers:Wendy and John are each starting a yoga studio. They have their space, a website, and recently opened for business.They also chose to administer as much of their business as possible on computers (who doesn’t these days). They each have a laptop so they can be mobile, or so they think. They also have a desktop in their studio.Students are coming to their classes and they’re delighted by this. Yet, they both desire more students. Their business is in a growth stage.When not teaching classes and chatting with students, they’re on their computers taking care of the financial aspects, marketing, curriculum / class planning, and overall administration of their business.When they started, they weren’t sure the direction their business would take so they held off buying any specific business management software. Instead they used Word and Excel to take care of their software needs. So far their software set up is working okay, but they see the writing on the wall how something more sophisticated could save them time.Wendy and John go online to start looking at yoga business software options. They’re pleased that there’s a lot of options. Of course options mean making a decision.Wendy decides to go with a cloud computing software platform while John opts for an installation software option.Wendy’s option requires that she pay a monthly cost to use her software. John likes the fact he only pays one time for the software.Wendy logs into her software account through the Internet and sets up your software for your business. It takes a few days to get familiar with it, but within a week she has her software working for her with a class schedule set up and she’s put her student contact information into the database. She also set up her autoresponder email account and integrated it with your student contacts.John installed his software on both his laptop and desktop computer. He opted for no server and instead figured out how to network the two computers together so when a change is made in one computer it’s reflected in the other computer. He spent about a day getting his software installed and networked.


Like Wendy, he takes a few days inputting his student contact information and formatting his class schedule in the scheduling software. His email software is separate, but he’s managed to integrate it using an APP with his installation-based yoga business software.Fast forward 2 years. Both their yoga businesses are doing better than ever. Each of them hire 2 teachers to teach designated classes and a receptionist. This growth required more computers for their staff. Wendy, simply upgrades here software to add another user. Her staff simply logs into the software through the Internet.John buys another license and then goes through the installation process. Now he must network another computer. He’s read that using a server is a good idea, but has no idea how to set up a server. Given his business is growing, he decides to hire a networking consultant. After buying a dedicated server and paying networking consultant fees, John spent $1,500. His software also upgraded 6 months ago and so he paid $300 in upgrade fees.As their businesses grew, both Wendy and John started selling some retail items in their studio and on their website. They also discovered how effective email marketing is to student retention and growing their business. Wendy’s online software platform offered e-commerce, credit card processing, and integrated e-mail marketing software. She was able to set up her stores and beef up her e-mail marketing quickly.John leased credit card processing hardware, bought a license for e-commerce software and continues to use his original e-mail marketing software that’s integrated with his student contact database.At this point Wendy’s entire yoga business software is centralized and accessible over the Internet. John uses several software services that are installed and networked among his computers. As John’s business grows, his computing needs become more complex and he now has his networking consultant on speed-dial.He now budgets annually for computer consultant fees – something he never anticipated. He of course has heard about cloud software and is now interested in making the switch, but is reluctant given the amount he’s invested in his desktop installation software. He’s going to wait and see.Wendy pays a monthly fee for her service, but is pleased with how easy it is to add new users and grow her business with hardly an interruption in doing her core activities – which is teaching yoga and marketing her business. In fact, Wendy is considering opening another yoga studio knowing aside from finding and designing space, here business is easily duplicated at another location.John would love to expand to another location, but is concerned about the expense of expanding and managing his business so that all his business information integrates seamlessly between his multiple locations. He puts expansion on hold.About Cloud Computing SoftwareWhat is Cloud Computing Software?It’s software that’s hosted by the software company. When you sign up, you get an account and all your software is handled on the cloud – that is hosted and powered by the company’s servers – not your servers. You simply access it online.The biggest reason business owners are reluctant to use cloud computing is the ongoing cost. Most cloud computing software platforms charge monthly to use the service. This ongoing cost is understandably a concern, especially for new businesses. The last thing you want is to be committed to ongoing costs if at all possible avoided.However, when you look at the long-term of your business, and your software in particular, there’s ease-of-use and expansion to consider. With installation software you must always consider the upgrade costs and potential for paying consultants to maintain and grow your network. These unforeseen costs can be hefty in the long run.
3 Key Benefits to Using Cloud Software for Your Yoga Business Software


1. Access it AnywhereBecause it’s accessible over the Internet, you can access your entire software set up wherever you have an Internet connection (which is pretty much everywhere these days).2. Integrates it with your WebsitesA quality cloud software service for yoga studios makes it easy to update it simultaneously with your websites. For example, when you make changes to your class schedule, those changes are immediately reflected on your website where you post your class schedule. There’s no need to go into your website(s) and manually make the changes (assuming you remember to do this).Also, if you have e-commerce on your website selling gift certificates, yoga class packages, and perhaps gear and apparel, when you make pricing changes (or any changes) in your software, it’s immediately reflected in your website(s).3. No installation and networking costsThis is a biggie. Many business owners when starting out with buying software tend to undermine this. With cloud computing you don’t have to worry about installation and networking your software. As you can see from the above Tale of 2 Yoga Teachers, John’s software costs escalated beyond what he anticipated because of unforeseen consultant costs. This is common with specialized business installation software. Networking software among computers is not an easy task and usually requires an expert to do it well.Will your yoga business fail by not using cloud computing yoga business software? No, but it could make administration and growth more difficult.

Dysfunctional Environments: What Is A Dysfunctional Environment?

When it comes to describing a dysfunctional environment, it might help us to also look at what a functional environment might look like.Functional EnvironmentA functional environment then; would be an area that is conducive to growth. Somewhere that not only supports and encourages an individual to be themselves, but also allows them to.Here, one can express who they are and feel safe doing so. Positive feelings and thoughts are also more likely to occur in this environment.Dysfunctional EnvironmentThe dysfunctional environment on the other hand would be somewhere that doesn’t allow for the above to happen. Where the individual doesn’t feel supported or acknowledged in anyway, let alone in a way that honours who they are. This might be an environment that forces one to constantly compromise their values and themselves.The word door mat comes to mind here; with boundaries being nonexistent in this environment. Feeling and thinking negatively is also something that might seem to just happen; coming on like a parasite, without reason or warning. Despair is also another common consequence from being in this type of environment.Conscious And Unconscious EnvironmentsWith both of these examples we can see that one is an environment that could be classed as conscious and the other is an environment that is the complete opposite.By this I mean that the dysfunctional environment is an environment where behaviour and the effects of that behaviour go unnoticed. The people in the environment have little, to, no awareness of their actions or to the damage, which is being carried out physically, emotionally or mentally.


Standing UpPerhaps if one were to comment or mention how they felt to the person or persons in the environment, they might be dismissed or ignored. This of course all depends on how dysfunctional the environment is.The Frog MetaphorThis is a story that is helpful in explaining the insidious nature of the dysfunctional environment.It is about a frog that is put in a pan and is cooked so gradually that it doesn’t know or notice the difference in temperature. And after this slow rise, the frog dies. It was oblivious to what was happening and its imminent death. It became comfortable and numb to what it was experiencing.So How Does This Relate To Dysfunctional Environments?Within this environment one will notice at first that it is draining to them. However unless one takes the steps to break away or steps out of the environment so that it can be seen from another perspective, they might start to feel comfortable within this environment. With their original state of mind and aliveness; fast becoming a distant memory.Now this could be because of a gradual drip feed approach or the slow cooking approach mentioned above. It might also be because it is an environment that feels comfortable and safe to them; as absurd as this sounds. It is reminding them of their history and what hasn’t been looked at.Is This How It Is?One might have never been in a functional environment. This makes it difficult in seeing contrast and in being able to compare it to other environments in their life. One might believe that this is how life is and that there is no such thing as a ‘functional environment’ or that it’s not possible for them.HistoryWe all have our own history, some parts that are likely to bring us feelings of happiness and other parts that might cause feelings of anger or resentment. This is history that won’t just disappear; it has to be faced in some way. That could be by directly facing something or by the assistance of a therapist for example.Pulled To Our PastWe will naturally be drawn into environments that are mind unconsciously associates as being what is safe to us. These environments won’t always be places that empower or honour who we are. They will be environments that mirror the behaviours, feelings and thoughts of our childhood.AssociationsThis is because of the nature of the mind and how it gets attached and creates attachments. What was experienced as a child becomes what is familiar and safe to the ego mind; regardless of if it is functional or not. If these associations are functional and beneficial, then what will subsequently happen is one will usually end up in environments that are at least moderately healthy and functional.Unhealthy AssociationsHowever if these are associations that are not so healthy or functional; one is likely to find that they are ending up in the same environments. Environments that are disempowering and don’t reflect what they consciously want or what their heart calls for. Where their energy is being taken and no energy is being returned.The Childhood EnvironmentAbove I have mentioned about our later environments mirroring the behaviours feelings and thoughts of our childhood environment if they have not been processed.


Common themes of those years will continue to appear and play out in our present day environments. These might be themes that our unique to us; challenges that just seem to appear over and over again.A Recent StudyI recently read about a group of rat pups that were genetically predisposed to be more fearful than other strains of rats. If these rats were left with their biological mothers, they were likely to be fearful and stressed. However after placing these rat pups with other rat mothers that were not fearful; they grew up without fear.The Power Of The EnvironmentNow these might be rats that were talking about here, but what this shows is the power of the environment in shaping how we see ourselves and in who we become.There is always talk of nature vs. nurture and on the effect genetics have on life, however through the study of epigenetic’s genes have been found to require a trigger to be activated and that trigger is the environment. It is the environment that is making the difference.Choosing Our EnvironmentsChoosing our environments and therefore the people we have in our life and spend our time with is incredibly important to our own wellbeing and in achieving our dreams.The natural tendency of our mind will be to return to what feels comfortable and to what is familiar.Who We AreWhat happened in or childhood or what has happened in our past doesn’t have to define our life or who we are. That is something we can do in each moment of our life.