In B2B markets, purchasing decisions are rarely made on price or features alone. Buyers seek outcomes that benefit their organisation while minimising both organisational and personal risk. As the old adage goes: “No one ever got fired for buying IBM.” That means your marketing and business development efforts must be built around de-risking the decision for your prospect—providing clear, compelling evidence that you can deliver the outcome they need. How to Reduce Risk for the Decision Maker The best way to reduce perceived risk is by presenting evidence of performance—across both marketing materials and sales conversations. This evidence should demonstrate: • Technical competence • Reputation in the market • Trusted relationships • Relevant experience • Industry expertise • Established market presence • Strong client referrals When prospects see proof of positive outcomes, they gain confidence that your company can do the same for them. This positions your business not only as a safe option, but as the right choice. Build Credibility Through Sales and Marketing We reduce risk for the buyer by crafting marketing and sales communications that highlight: • Market leadership or dominance • Testimonials and case studies from satisfied clients • Associations with desirable brands • Evidence of successful, relevant projects • Clear capability and technical statements • Proven heritage and track record These elements give decision-makers confidence. They aren’t just choosing a solution—they’re choosing a proven, low-risk partner. Make It Specific to the Client Generic content doesn’t build trust. To truly reduce risk, your communications must be tailored and client specific. This means creating segmented, personalised messages that show: • How your experience aligns with their industry or sector • Case studies featuring clients of a similar size and scope • Reference sites that demonstrate aspirational credibility—even if they’re outside the prospect’s exact project scope When prospects can clearly see themselves in your success stories, their decision becomes easier—and far less risky. At MJH Group, we specialise in B2B marketing strategy that drives growth by building credibility and de-risking the buying decision. If you'd like to learn more or get support for your sales and marketing efforts, call us on 1300 905 116 or email enquiries@mjhgroup.com.au.

Social media platforms, websites, and EDMs (Electronic Direct Mail) are powerful tools for engaging with customers, stakeholders, prospects, and the wider community. But success in these channels requires thoughtful execution. These guidelines outline best practices and strategic parameters to keep in mind when using digital platforms for marketing and communication. The Benefits of Digital Marketing & Social Media Done well, digital marketing can: • Build your brand profile and position in the market • Provide a point of interaction for your community • Encourage positive participation and engagement • Allow timely responses to questions or issues • Deliver regular updates and news • Offer a channel for managing negative comments promptly and professionally • Be cost-effective compared to traditional media • Provide trackable and measurable performance • Drive meaningful engagement and sales Content Matters: Images & Video Visual content is critical. As a rule: • Use professionally shot images and videos unless your brand specifically calls for a more raw, informal approach • Maintain consistency in style, tone, and quality across platforms Language & Tone • Maintain a tone that is positive, approachable, and respectful • In sensitive situations, adopt a concerned and solution-oriented tone • Always respond politely and address the person directly, where appropriate Responding to Questions Questions on social media should be handled with care: • Avoid generic or robotic replies—craft personalised responses • If more time is needed to investigate, it’s fine to say: “Hi [Name], thanks for your question—just checking on that for you now and will come back shortly.” • Always address the person by name (unless they use a jokey or inappropriate username) Responding to Complaints Complaints require tact and authenticity. Key principles: • Responses must feel like they come from a real person, not a corporate script • Aim to acknowledge the issue and take reasonable steps to address it • For example: “Sorry to hear that—our maintenance contractors are responsible for playground upkeep and we’ve passed on your concern today.” • Where possible, close the loop: “Just an update—we’ve heard back from [Contractor] and they’ll be on site tomorrow to take care of it.” • If the issue relates to another organisation, note it and pass it on, sharing any relevant information • For serious matters (e.g. vandalism, antisocial behaviour), it’s appropriate to say: “Thanks for bringing this to our attention—we’ve referred it to the police.” Posting Guidelines: What to Share Your posts should be relevant, timely, and community focused. Great topics include: • Business updates: o New product launches o Special offers o Competitions • Community-focused content: o Local events, farmers markets, school fetes o Sporting club news or sponsorship milestones o Celebrations like Melbourne Cup, Grand Final, or seasonal shifts o Seasonal recipes or holiday tips • Organisational news: o Awards or nominations o Key achievements What to Avoid Certain content types can damage credibility or engagement: • Generic brain teasers • Political or controversial commentary • Low-effort humour or memes • “Cute” stock photos of animals or children • Anything that could be perceived as offensive or in poor taste At MJH Group, we bring deep experience in both B2B and consumer marketing—helping organisations harness the full potential of digital platforms while protecting brand integrity. If you’d like tailored support for your marketing or community engagement strategy, call 1300 905 116 or email enquiries@mjhgroup.com.au.

Marketing – New Media vs Traditional Media

Overcoming Intangibility in B2B Services: Using Symbols of Authority to Build Trust One of the core challenges in marketing services—especially in the B2B space—is their intangibility. Services can’t be held, touched, or tested in advance, which means potential clients must trust that the provider will deliver. For a new client, this often feels like a risk. As a result, prospective customers actively look for evidence of performance and credibility before they engage. The success of your marketing, sales, and tender responses hinges on how effectively you pre-position your business as trustworthy, capable, and low-risk. The Power of Pre-Positioning in B2B Marketing In B2B marketing, particularly where services are involved, pre-positioning is critical. It’s the work done before the sales conversation begins—before the bid is submitted, the proposal written, or the RFP issued. Effective pre-positioning addresses intangibility by providing tangible evidence of reliability, capability, and track record. At MJH Group, we call these assets Symbols of Authority. What Are Symbols of Authority? Symbols of Authority are the visible cues and supporting elements that give prospective clients confidence. They help clients feel safe in their decision, reassuring them that your business is not only competent—but the right partner to trust. These symbols represent the backbone of B2B service marketing and should be embedded across your marketing communications, tenders, digital presence, and client conversations. Examples of Symbols of Authority Below is a comprehensive list of the most effective Symbols of Authority for B2B service providers: Offices & Physical Presence A clear corporate office and visible footprint in relevant regions reinforces stability and accessibility. Brand Recognition A strong, recognised brand within your industry provides social proof and familiarity. Corporate Sponsorships Sponsorship of key events or organisations enhances visibility and positions your business as an engaged industry participant. Advertising Consistent advertising in trade or industry publications builds familiarity and reinforces authority. Management Visibility When senior leaders are quoted in the media or speak on industry issues, it reflects thought leadership and credibility. Management Experience Communicating the qualifications, achievements, and depth of your leadership team inspires client confidence. Operational Experience Showcase the depth and experience of your frontline and delivery teams to prove capability at scale. Branded Vehicles A visible fleet of vehicles reinforces operational reach and reliability. Business Heritage Demonstrate longevity by highlighting years in operation, growth milestones, or generational leadership. Marquee Customers Display well-known clients and brands you service—this lends weight and validation to your offering. Client Relationship Management Show your commitment to strong, ongoing account management and client engagement processes. Staff Certification Highlight qualifications, accreditations, and skill levels of your team members. Comprehensive Training Demonstrate structured onboarding, continuous training, and compliance with documented procedures. Documented Procedures Show clients that service delivery isn’t ad hoc—provide evidence of SOPs, ISO accreditations, or quality systems. Proof of Performance Use testimonials, KPIs, case studies, and reports to back up your performance claims. Guaranteed Response Times SLA-driven response windows or emergency response frameworks increase perceived reliability. Stakeholder Management Show your ability to manage communications with media, regulators, or community stakeholders. Ongoing Client Communication Regular updates—whether daily, weekly, or monthly—demonstrate control and transparency. Service Sampling Offer prospective clients a small-scale trial or pilot project to “test” your services before full engagement. Insurance Coverage Clearly communicate your insurance cover and provide documentation during tendering. Case Studies & Testimonials While not part of the core product, they’re essential tools for reassurance and comparison during the decision process. Why It Matters In a competitive B2B services environment, the business that best reduces perceived risk often wins the deal. Your marketing must not only promote your offer—but prove you can deliver. By embedding Symbols of Authority throughout your brand communications, you transform intangible services into tangible reassurance. At MJH Group, we specialise in helping service-based businesses improve conversion rates, win more tenders, and grow through smarter B2B marketing strategy. If you’d like to discuss how to better position your business in the market, contact us on 1300 905 116 or at enquiries@mjhgroup.com.au .

Is Your Personality Fixed Or Can You Change Who You Are?

The Changing Nature of B2B Marketing