Brands Seeking Agencies 25th April 2013

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Brands Seeking Agencies

Americas

  • Beauty products group searching “how to write the perfect creative brief”, OH, USA
  • Transportation & logistics group researching “how to write a good creative brief”, ON, Canada
  • CPG sales promotion agency searching “dear valued customers letter”, USA
  • Bedding manufacturer searching “creative brief template for advertising agency” Canada
  • City lobbying group for urban planning reading How to write an awesome creative brief, NY, USA

Europe

Africa

Asia Pacific 

RFPs

Agencies

Brands

Alternatives to Wildfire as they withdraw pay-as-you-go

Wildfire was one of the first apps we found to do promotions on the Facebook platform.  Founded by cool Kiwi entrepreneur Victoria Ransom, they got bought by Google and have clearly been spending time refocusing their work onto large customers who can afford $2,500 per month fees.  The little people will have to go elsewhere in future.

Here’s a list we curated on List.ly of Wildfire Alternatives. Please add your own favourites.

[listly id=”4KA” layout=”full”]

[read our interview with List.ly c0-founder, Shyam Subramanyan]

Contact Forms: New business development copywriting

Encouaging prospects to reveal their interest in your business is one of the hardest-to-master techniques for online new business development copywriting.  You know you have website visitors, the analytics show the passage of traffic but it’s all anonymous.

You need to get better at contact forms:

Here are the symptoms

  • lots of people visit your website (probably)
  • few get in touch to find out more
  • fewer move up the funnel towards purchase
  • pipeline does not get many new enquiries from the website

How to Copywrite contact forms

  • Be economic with words
  • Only ask for information you NEED
  • Seek originality in your wording

We found a great example from Markitors – they offer a neat free tips service.  Using the one free tip offer encourages action by the reader and recruits an email address to an autoresponder series.

And take a read of our earlier article on Best Practice Email sign up Forms

One Free tip button encourages action

One Free tip button encourages action

markitors freebie

Xero Marketing: a pitch & a critique

Xero is a hugely popular cloud accounts package that has taken much of the Intuit QuickBooks and MYOB business from SMEs worldwide.

Image representing Xero as depicted in CrunchBase

Image via CrunchBase

Prompted by an article in Forbes about in-house marketing teams versus external agency use, I remembered a pitch we sent off to Xero.
As a customer of Xero and as a marketer, the things I think are lacking or could be enhanced primarily relate to the ease of re-using content and proactively driving it out to the right audience.
B2B comms for existing customers, in a nutshell.
Since Xero is growing internationally, they increasingly have separate user groups who should be communicated to differently – because they need different things from Xero.

Marketing suggestions – I have lots more….

  1. After signing up, there’s nothing to drive me deeper into using the higher features of your products, unless I search.
  2. Apart from support issues and feature requests, what are the useful things you could be communicating with my business [clues – finding support, accountancy advice, higher level feature uses, plug ins, apps developers, tax questions, work-rounds for bug fixes]
  3. How could Xero be leveraging existing customers to drive improved new business and new trial accounts using member-get-member referrals and other incentives?
  4. Autoresponders – for new users within the trial period and for first few months of use  – Xero could have a ‘guide’ much like Kiwibank‘s “Becky” who is there for the user, who acts as a signpost to helpful information inside your knowledge base, who helps check they’ve got the system set up properly.
  5. Why are you using FeedBurner to distribute your RSS feed from the blog?  It’s unsupported and you could be leveraging the channel for marketing messages to your active users in order to drive deeper brand engagement and possibly sales (see 2,3,4 above).
  6. Split out your blog into separate streams so that articles automatically send to different groups (e.g. developers and accountants, US versus NZ) Each would get articles designed for that audiences.  Create separate news feeds for different audiences, and further use them to drive marcoms to support your business growth goals
  7. The more you blog, the bigger your archive.  Readers rarely dive very deep and yet there’s probably heaps of helpful content which is being ignored.  Could they be created into “tip sheets”, e-books, training manuals and other support material? These content solutions can be supporting 1, 2 and 4 above.

As Forbes says, it’s great to be an in-house agency – but lifting your head above the parapet and seeking input and inspiration from an external agency team can be very beneficial.

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