I want to showcase this list of three businesses who want to grow their international connections. Shared by a reputable international facilitator organisation, these exemplify the utter incompetence of smart people when answering the question “What do you do?”.
Poor descriptions of business loses leads
How to differentiate your business
We did some work this week with a consultancy who describe themselves as “Family Business Specialists“. How straightforward. I know who they advise…. I don’t yet know what they do – but that three word description allows me to filter myself in or filter myself out of using their services. Either I am or I am not a family business. Either I need or I do not need a family business advisor.
Who wants to work with an
“Extremely passionate and dedicated consultancy who loves its customers. We live to server our customers.”
Now maybe this is a clever IT joke “I server my customers, you server your customers etc”. Or more probably it’s a spelling mistake nobody spotted. Never mind that – every consultancy can claim passion, dedication and customer services. It doesn’t say what TYPE of consulting they do or for whom.
10 questions to answer before writing your elevator pitch
Who are you and what do you offer?
What is the company history?
Who are the key personnel?
Who are your clients?
Which are your case histories?
Who are your competitors?
What’s different about you?
Who is your target market?
What are your company objectives?
Where does your company want to be in 5 years time?
This is Step 1 in our New Business Development workshop – during which you write a one year marketing plan, and from which you will understand how all the parts of the “marketing mix” join up to deliver successful communications to your prospects.
Read more blog posts about Step 1 State your Business by clicking the image below – it will take you to that category on our blog. Teach yourself, how to describe your business successfully.
http://creativeagencysecrets.com/wp-content/uploads/2017/07/Clear-descriptions.png9101216Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-07-31 11:25:202017-07-27 11:29:17What do you do? Explain, clearly or lose leads
It’s that time of the year again where we remind you about the benefits of good ol’ directories! Before the internet, we relied on finding services through the big yellow brick of a book we received each year. Thanks to the world wide web, we now find them stuffed under uneven table legs or as a booster seat. Today we find what we’re looking for with a click of a button. Does your business stand out?
In 2016, Google took away the right-hand sidebar where the paid adverts were displayed. Now the paid posts soar straight to the top, making it a tough battle for smaller companies to get noticed. Directories can be a cost effective way to help get found via search engines. Being active on directories increases the chances of your business getting noticed.
Why updating your information is vital
It is important to keep your business updated in directories. If your business has gone through a recent change and you didn’t update your information, you could lose a lot of potential customers!
Never forget to NAP, this means not sleeping on the details. Make sure your Name, Address and Phone data is accurate and up to date. Location and accessibility are two of the most important factors when it comes to customers. If your telephone number is an old one and a customer can’t get through to you, they’re unlikely to try again. Likewise, if you were to put your address as a small town in South America, a New Zealand customer wouldn’t follow up with your business!
Pro tip: Check the directories your company is listed in and confirm your details are correct. Some websites take their information from others; resulting in a cycle of incorrect information.
Updated List of Directories
This year, we bring you an even bigger list of potential directories your business may be found in. Take a look to see where your business is listed and where it isn’t.
It’s the only thing standing in between you and your next big client.
NB: Not all directories will apply to every type of business, some are more specific to particular fields. (eg. Tripadvisor will benefit restaurants and hotels over a telecommunications company.)
http://creativeagencysecrets.com/wp-content/uploads/2017/06/map-local-directories.jpg8531280Anagha Sridharhttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgAnagha Sridhar2017-06-19 12:48:422017-06-21 12:04:46Boost Your Business with Local Directories
Working with a client who makes animated explainer videos – Case Study of how to grow referrals. We discuss three ways they can get more referral business.
Image by NWeSource
1.Innovations in your specialism
Every market changes over time – fads pass, new ideas surface. So write about what’s happening in your market. Consider writing about styles, techniques, innovations to be added onto an explainer video (if that’s your business). So which new styles are coming about? Where did each one come from – background and timeline of the evolution.
In the writing analyse the change, what are the component parts, which elements stand out. You could add in new uses for explainer videos – for example in a PitchPack video brochure.
Give the reader the education and tools to make an analysis themselves of whether their archive of explainer videos is getting dated
Show your opinion as a market leader on what’s good, what’s new and what’s to be avoided
Create content which you can share with past clients and encourage them to update their videos and re-buy from you. [This is referring back to prior clients, not new ones.]
2. Create a Call list
You need to speak to people if you sell in Business to Business (B2B). The best way to start a dialogue is with Open Questions. These encourage a longer response from the other person and give you insight into their views on a topic. Any insight enables you to position your services as a solution to issues they raise.
Here’s an example of a call prompt (not really a script).
“Hello, Rebecca. I sent you our article about new styles in explainer videos. I just wanted to get your opinion on it. What did you think?”
Can you imagine how the call will develop into a discussion?
Yes, so can I.
Whether you get a new job immediately or not, you stand a good chance of doing some good things
Checking your contact database is still current – add new names in if you can
Finding out the current situation in the client business with regard to your service offering
Reminding them that you exist and have been trusted with work in the past
Updating your CRM with lead status (cold, warm, hot)
Possibly opening new opportunities for new business.
Create this call list from a list of all your clients from the past 3 years (more if you’ve been in business longer). Also add to the list from your Linked In connections and those from your co-workers. Goal to have 100 people on the list to call.
Plan on making 3 calls per week, per person in your team. Yes, new business development requires discipline and is hard. We can teach you how…
3. Getting Referrals
Start to build a referral marketing engine into your daily project work as well. We find what works best is to connect with them early in the project.
Start with a “Happy call” when you ring asking for feedback on how the job is going.
Then build on this with a similar call just after the project has been delivered. Remind them of what they said on the earlier call. This is the moment to ask for a testimonial for the project team.
After getting this, I usually wrap up by asking
Do you know anyone else who might like to meet us?
My goal is to get two names of people as an introduction. My big tip to make this successful is to ask the question and then to stay silent until the other person has come up with a name…. stay silent as they “ummm” and say “maybe”, “well”, “I’m not sure” and still stay silent and they will 80% of the time come up with a name. If they firmly say no, you can prompt with – maybe a co-worker in a different team or maybe someone from your previous job and see if that can deliver a name.
How to use the introduction….. write an email to BOTH people. This is my template email that works.
Subject: NAME OF THE INTRODUCER
Our AGENCY NAME has just completed a job for INTRODUCER and s/he suggested you as someone who might like to get to know us.
We completed an explainer video (link) for INTRODUCER.
I took a look at your website and [something helpful here which they can use immediately].
Looking forward to connecting.
Lots of love from Rebecca (only joking… use an appropriate sign off).
I always cc the introducer in this message so they know what I said.
In the email you could tell them about the customer satisfaction scores or Net Promoter Score which your team has acquired over time. Or link to TrustPilot Reviews or your Google My Business Review score.
The follow up call is just a friendly get to know you call. No selling. But if you feel it’s gone well you can follow up with an email linking to a helpful resource from your website. Here’s one I use frequently.
This is an example of the type of helpful marketing tips which Creative Agency Secrets writes in our newsletter and blog.We want to enable you to buy web services as an informed consumer (and we don’t build websites, we help our clients to use them actively to win new client business).
Then you have to put them onto a stay-in-touch programme or ask if they will allow you to stay in touch with a newsletter subscription. Either way, one call won’t win you business but a dedicated process to provide utility (usefulness) to them, will ensure you are remembered and they take your calls in future.
http://creativeagencysecrets.com/wp-content/uploads/2017/06/referral-NWeSource.png420596Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-06-08 17:13:202017-06-09 14:58:42Case Study: Three ways to increase referrals
May I show you a little insider secret from the world of web marketing? It’s called a website rank check tool. It shows you a score out of 100 for how well your website is built, secured and how well it delivers marketing engagement.
My favourite one is the WooRank tool – I have it installed in the toolbar of my Chrome browser. But you can use this website or the HubSpot Website Grader Tool does a similar job – but from behind a registration paywall.
I read a lot of newsletters and when I got one from a printer and web design company, I clicked through to their gushing review of their team’s work building a website for their customer. So I decided to do an independent check on the website. It scored 52.3/100. Hardly a rip-roaring success for a new site.
These are hygiene factors. They show up the lack of quality control by both the developers and to a lesser extent by the client.
The #1 mistake business owners make when buying a new website
The mistake is to buy a pretty design layout. This is made by a designer.
What you need for an effective website is web development made by a web developer as well. This sets up the effective tools and structures which humans cannot see from a website front end. But robots and web search engines CAN see. And now you can too.
Go and test your website using the Hubspot or WooRank tools now. And send me the results.
Book in a 20 minute call and we will tell you what can be easily improved and how you can do it yourself (yes, really – most of these improvements do not require web development expertise, only editing in your CMS).
http://creativeagencysecrets.com/wp-content/uploads/2017/05/central-Flowers-woorank.png6222118Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-05-23 13:30:182017-06-21 12:06:16How to test your website is working effectively
In the world of Digital Marketing, there is a constant need for innovation to stay ahead of competitors and create the next novel experience in order to sell to customers. We saw it first with the use of email marketing communications in the 90s which was a bandwagon – everyone jumped on board and our in-boxes got swamped with newsletter.
Nowadays there are a plethora of services available to the digitally savvy, but how effective are they, and are they likely to oust the tried and tested methods?
So our thesis is that email newsletter subscriptions are falling because we get too many of them. EdgeRank removes the free postings by businesses on Facebook and Twitter is too crowded.
BUT people want high quality content.
So how can we deliver content from our website without using a newsletter or social media?
To answer this question, let’s look at a relatively new service to enter the market, Push Notifications –and how they compare to our most powerful channel at present, the good old fashion email/newsletter subscriber list.
So before we go any further, what exactly are Push Notifications?
Push notifications are simply alerts that pop up on your computer or mobile, on demand when the publisher releases something of interest to you.
“Hmm well this sounds kind of invasive though…“
I hear you. Pop-ups generally are annoying and frustrating, however these alerts only appear when you opt in to the list. A cookie is placed in your browser and each time the publisher wants to send out a notification, every browser containing that specific cookie receives the alert, regardless of whether they are browsing the web or not. In some ways they are less invasive than the hassle of having to enter your contact details to download an eBook.
To find out if Push Notifications were a worthy substitute or indeed even a necessary supplement to our tried and tested marketing methods, we asked ourselves the following questions:
Are consumers growing weary of newsletters and email marketing?
I recently unsubscribed from at least 5 different brands’ emails because of the constant bombardment of marketing material. If others are finding themselves doing the same, does that pose a risk to the future of email marketing communications? And if so, are Push Notifications a smarter way to engage?
Are people still interested in content?
The old adage that ‘content is king’ may have held weight in the past, but do customers actually want to receive endless articles and information related to products they might purchase? With every brand under the sun fighting for your attention as a consumer, how much is too much?
My answer is yes. Emphatically. Good content gets liked, shared and commented upon.
Will people actually engage with these invasive interruptions?
My initial thoughts are yes, if used sparingly. Too much of anything can be bad. I feel the key to making the most out of Push Notifications is moderation. Subscribers aren’t going to respond well to being pestered several times a day while they browse the web. But they may be interested in what’s been going on if it is restricted to once a week, for example. Similar to SMS notifications, users must interact with the push notification in order to view it or close it. Compare this with email, where readers can simply delete, filter, file or ignore without having to open the message at all. Push notifications by-pass this barrier to opening email by displaying the message title straight away.
You have to respond one way or another!
Would Push subscribers never have joined the email list anyway?
Perhaps. Even if there is no clear preference for one over the other, having both allows your brand to capture your audience’s attention in a medium that works for them. Without having to provide an email address, we may never know who has opted in to Push Notifications, which makes communicating outside of Push challenging unless we can cross-match against other subscriber actions.
With email and push running simultaneously, which one performs better?
We ran Push Notifications for the second half of February on a client website.Our provider of choice was OneSignal – a service that promises to remain free forever! An interesting claim, but what’s the REAL cost? I suspect Edward Snowden would fall off his стул (chair) in frustration – let’s save it for another day.
Results from Push Notifications test
At the beginning of February, we had 5,334 email subscribers. At the end of the month, that figure had risen to 5,426 – a gain of 92 subscribers.
Push Notifications began on February 15th. Two weeks later we had 63 push subscribers.
Our Push Notifications were promoting the same material as our emails, so which one performed better?
The Push list is much smaller than the email list; that is a significant difference.
This was obviously only one campaign and we have not yet built up a data set large enough to draw significant conclusions.
So do we think Push could supersede email? Well the jury is still out on that one, we’ll continue to test them both and come back with our conclusions in the future.
In the mean time, what do you think about Push?
http://creativeagencysecrets.com/wp-content/uploads/2017/03/webpushnotifications.jpg330520Jeremy Peskeyhttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgJeremy Peskey2017-03-02 17:06:532017-03-30 15:10:41Push Notifications: Is this the death of email newsletters?
Today’s always-on global world could make your business location seem to be an irrelevancy. But the opposite is true. Local marketing is now the fastest-growing part of online marketing specialisms. And it matters. Let me explain.
So here are 3 examples for you to use when considering international website domains.
Feel local but act global
A client asked “We operate in Australia and New Zealand and not sure whether our NZ target market (women 25+) will find our Australian connection appealing or a turn off, given how very passionate and patriotic us Kiwis are! I’m getting mixed messages when I ask around.
We don’t want to hide our Australian connection, as it’s very important and where the business was born, with a fascinating story behind it, just not sure whether to include “Australia” and “New Zealand” optional buttons on the landing page to split off there, or if it should perhaps only appear as an option when you need to click on “events” or “locations” etc. that have information relevant only for each country?”
What should she do?
My advice is to use a single web domain as the master site for both countries and then to have separate pages for the two locations. Here’s why.
Aussies versus Kiwis – Broadly they are correct, New Zealanders want to think they’re seeing local information (and importantly local currency and phone numbers) and of course small differences in language and rugby club orientation may also come through in brand communications over time.Do Australians eat afghan biscuits?Do Kiwis eat chiko rolls?
Your Website Strategy
Ultimately the solution you choose MUST be driven by the strategy for each country.Is the website a place where people find out about you, get news on specials and what’s new, will they email you, will they phone you?If yes, then the website must facilitate separate information for each site.
Set the strategy for the website first, then worry about the technical implementation.
Driving visitors to the right landing page focuses traffic
A strategic solution
The home page says what the business brand is all about – the owners, your values and passions.
Then you have a “What’s On NZ”and a separate “What’s on AU” button that take visitors to what is effectively a home page for that location……
I would treat the NZ page effectively as your local domain and give it a really simple URL and so all links to the New Zealand business go there first.
An alternative to this location split is to have parallel websites which have slightly different domains e.g. nz.yourwebsite.com and au.yourwebsite.com You often see this device used by international law firms and accountants.This can be set up by your web hosts.
In practice this means few visitors go to the home page…. but that doesn’t really matter as long as local audiences are being served.
A poorly executed country strategy
By contrast, we got approached by a Perth business asking to do some content marketing with us.
They sounded like a good prospect and we fixed a phone call.I rang, answerphone with an English man’s voice…. so I looked him up on LinkedIn and it turns out the business name is BusinessName (Thailand) Co.Which rang a few alarm bells.
And his stated location was Manchester, UK.Clearly a disconnect.
When we spoke he said although their phones were VOIP and used Australian numbers; he was actually based in Thailand and he couldn’t make outbound calls to international numbers like mine in New Zealand.As any Aussie or Kiwi business will tell you, it’s extremely odd not to be able to phone the other country while doing business.
Now let’s look at a third scenario
Nimbus Portal Solutions are a client and they trade in five jurisdictions – Australia, United Kingdom, New Zealand, USA and South Africa plus “Global” to pick up the rest of the world.
Their chosen solution to the website location question is to locally identify the IP address of the visitor and to quietly re-set the website version to the domain best suited.So my default goes to NZ.You can check this top right in their website where a country name displays.
The main goal for Nimbus is to ensure all the currencies are local and bank account / trading entities switch to match.Which is important for their business as jurisdiction for secure document storage matters – borders and locations of server hosting are aligned to the local country to stay within data protection laws.
In summary – set the website goal first and the supporting strategy will then drive the solution which works best for your situation.
http://creativeagencysecrets.com/wp-content/uploads/2016/12/Daniel-Lummis.png5261306Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-12-08 07:00:402016-12-08 09:54:26Do Consumers Need to Know Where Our Business is Located?
Google now processes over 3.5 billion searches per day, every single day. No wonder 10 out of 10 businesses want only one thing: to appear on the first results page for keywords related to their industry. This kind of visibility is the promise of a tonne of organic traffic, new leads and sales.
In this case study, you’re going to see how we used SEO (Search Engine Optimisation) to push a client’s website from the second page of Google to the second position on the first page, for the desired keyword in the whole of New Zealand.
What’s the real benefit of being on the first page of a Google search?
Well, I’m glad you asked. According to data from the Moz blog, “71.33% of searches result in a page one organic click. Page two and three get only 5.59% of the clicks.”. That means if your website is not ranking on the first page, you lose almost 3/4 of the audience. Imagine you have the opportunity to pitch your business to 10 new clients and, as soon you enter the meeting room, 7 of them just stand up and leave, without you saying even a single word.
Have a clear goal in mind
Our client, Baucher Consulting, a specialist tax advisor office in Auckland, wanted to increase the amount of relevant traffic on their website, consequently resulting in more queries for their services. We discussed this necessity and defined the solution to be, primarily, an improved effort on on-page SEO. After researching on the Google Keyword Tool for specific keywords pertinent to the client’s industry and services, we targeted the keyword “nz tax advisor”.
When you buy a desired product, sometimes going local is not a major concern, and ordering from overseas is commonly the case. But services, on the other hand, tend to be a lot more “geographically sensitive” for most of us. If I offered to buy you dinner tonight and asked you to choose a good restaurant, you would Google “best restaurants in [city you live in]“, right? You don’t go just “best restaurants”, because a suggestion in another country, let’s say, is not really helpful. I offered you a meal, not a plane ticket!
Mixing the prominent keyword tax advisor with some localisation as nz just covers the user’s natural behaviour when researching for professional services nearby. Besides, it also gave us a nice long tail keyword to work with.
What we did to improve the client’s website SEO, step by step
After a brief Google search, we discovered the client’s website was ranking in the 12th position for the targeted keyword. It’s not a bad position if you think about raw numbers. However, apart from all sponsored results, a standard Google search shows you only 10 organic results (unless you change this in the options panel). This result was leaving our client on the second page, the internet equivalent of a wasteland. Luckily we’ve been working with this client for quite a while now, so just some fine tuning was needed on the website.
First, we included the long tail keyword as the “title tag” on the homepage, where we could previously see only “Baucher Consulting Limited”.
In other words, “title tag” is what shows on that big blue link beside the name of your website on a search result. It is, in fact, blatantly obvious as a major part of the decision-making process for a person to click on your result or not. Also, we included the keywords in the meta description (the text below the website address on the image), while explaining the services more deeply.
However, working with a single keyword all over your website is not recommended as it can be interpreted as keyword stuffing. In Google’s own words, keyword stuffing can be defined as “repeating the same words or phrases so often that it sounds unnatural”. In the past, this practice was all the rage and several websites used this brute force technique to break through to the top positions. Google’s algorithm learned from it and is heavily penalising websites that still do that owing to the fact that it “results in a negative user experience”.
Having that in mind, we diversify the content all around the website using similar expressions to the “nz tax advisor” search query with the help of Google itself. And how do we know other keywords that are related to our search in the great oracle’s brain? Easy. Google spills the beans right in front of our eyes, just at the bottom of every search:
Noticed how we used the word “specialist” in that meta description I showed before? It came from these insightful suggestions. Also, “personal tax advice” is an amazing keyword to target in our current website copy.
The result of our changes
After only two weeks, we performed the same search on Google for “nz tax advisor” and got this result:
Yeah, baby! Yeah!
A lot more SEO optimising to come
SEO can never be seen as an isolated project but a perpetual work in progress. The competition for the first places in search results is fierce. That’s why we still have more cards up our sleeve and a few optimisations aligned to Baucher’s website are still coming. Now that our client’s website made the jump from the 12th to the 2nd position on the Google search, there’s only one way we can go: straight to the top.
http://creativeagencysecrets.com/wp-content/uploads/2016/12/seo-case-study.jpg13001300Conrado Langerhttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgConrado Langer2016-12-06 15:46:122017-08-03 15:57:20SEO Case Study: From Second Page to Second Place in Two Weeks
We worked with Creative Agency Secrets to streamline our website and the customer experience. We have two major client types – buyers and sellers. The team helped us to filter website visitors so we could present different messages to each audience and drive engagement with the right team member from Apartment Specialists.
Andrew Murray,Apartment Specialists after a website assessment, CRM implementation and re-write of marketing communications (ebooks) to capture email addresses from website visitors and drive traffic to key landing pages.
Case study of realtor website improvements
What was neat about the solution we found for Andrew is a quick way to filter the website’s visitors using prominent buttons on the home page. The image below shows the percentage of website traffic going to each of the three destination pages. 46% of visitors want to buy an apartment – these folks don’t need to discuss how to sell or value an apartment.
Driving visitors to the right landing page focuses traffic
And now look at the previous attempt to segment the traffic – it’s still on the site but the most valuable customers (those wanting a valuation prior to selling) are not clicking on the links at all.
Ebooks drive fewer clicks and nobody clicks the online valuation box.
So why is the offer of an ebook not compelling?
We analysed the website traffic and sought to understand the “buyer personas” of visitors. When an apartment owner is thinking of selling the first thing they do is to get their property valued. Hence the need to put valuation front and centre of the offer.
But an ebook explaining the process and showcasing the skill of the team is not enough in itself to get visitors to click. Many don’t want an ebook – but they do want other things. There were no clicks on the left box which offered valuations. This was a problem for the firm.
Creating a landing page with ALL the information a buyer, a seller or a seller wanting a valuation needs was the solution – the ebook is also offered there but so is a tonne of other useful data including podcast episodes, contact details and other resources appropriate for their needs.
Interestingly, the top menu includes a link to “buy” but this gets only around 3% of all clicks whereas the big button has 300% more.
Result? More clicks, more valuation enquiries.
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-11-15 15:15:112016-11-15 15:15:11Testimonial & Case Study from Apartment Specialists realtors
My philosophy of marketing is that every part of your marketing toolkit that you’ve spent money developing should be working hard to generate sales for your business.
Creating a strong visual identity is a given.But what about extending it into other marketing areas?
We have been experimenting using content marketing to reinforce visual identity branding and the USPs (unique selling points) and key points of difference of the brand.Here’s how.
Your business philosophy
When applying content marketing tactics we find that the effectiveness is enhanced when the content is aligned with either buyer personas, pipeline stage, business philosophy or point of difference.These all help to bring a prospect closer to purchase.
A strategic marketer will help you define a positioning can demonstrate continual advantage and which you can defend against competitors.
Helping your prospective clients to recognise this positioning and then to relate their experience or their expected buying experience to it is the job of the tactical marketer.
Once you’ve established the philosophy positioning, identifying each part with an unique visual identity or icon is a neat way of enabling the customer to recognise elements in your content marketing and their relation to each other.From this, they can navigate to find other related content pieces on the same theme or topic.
Case Study – the sports coach website
This client identified five buyer personas and now has a unique landing page for each one.Their website has over 20,000 pages because they have been blogging since 2007.This means new visitors find navigating the site challenging.We identified a deep resource of ‘evergreen’ content which was not getting traffic and so not getting read by visitors.From this we evolved a segmentation strategy built around a landing page and a visual icon for each visitor type.
Customer segmentation as icons
The landing page includes links to the most popular evergreen articles and also gives guidance for the visitor on where to look for similar content.
Case Study – the marketing agency
At Creative Agency Secrets, we have 8 icons which are all steps in the new business development process. On the blog sidebar are our list of categories – the first eight are numbered and each relates to one step in the process.
Working on our own blog, we needed to reduce the bounce rate and encourage deeper browsing.And so we leveraged our 8 Step New business Development Process.This identifies a clear set of stages for a tactical marketer and a framework for their marketing year planning.Each stage has a small icon and links to all the blog posts written about that topic.
Marketing segmentation icons
It’s easy to read, easy to cross-link articles and also to reference more than one icon in each blog post.
Case Study – the financial advisor
Selling services is often harder than products – defining a clear point of difference is even more challenging for the marketer.Collaborative Consulting was set up in response to the same-ification of the financial advisory marketplace.The founder, John Milner, uses his long experience to advise clients differently from others – he calls these the Six Max Factors.And using a simple graphic, each one is named and ordered.
The goal is to enable readers to become familiar with each icon so they quickly recognise them and can relate to the marketing content more easily.
This tactic will serve to reinforce the firm’s investment philosophy, remind readers why they chose Collaborative Consulting as their advisor and set the firm apart from competitors who are less explicit about the foundations of their advice and investing activities.
How to spot an opportunity to use icons
The key insight a marketer needs to bring to using logos as a sales device is to discover
Is the company able to articulate its USP?
Can you split that USP into several subsidiary elements?
Does your content marketing strategy allow the use of visual and written elements?
Can you measure changed customer and prospect behaviour as you make these changes?
That’s a great starting point – off you go!
http://creativeagencysecrets.com/wp-content/uploads/2016/11/CAS-icons.png428820Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-11-10 15:27:272016-11-10 15:27:27How to use brand icons to drive sales