Related posts: “Hey Y’all…” Shelly Davies book launch Video producer needed for an event We’re hiring! – Digital Marketing Assistant
Archive for month: November, 2016
Ready for next year? No, of course you’re not. This is normal.
But you intend to get ready and to plan your marketing, don’t you?
Make those resolutions happen by booking in to our January 2017 Marketing Year Planning Workshop.
Join us for a Marketing and Business Development Workshop to help you get your year plan sorted!
What Will I Get Out Of It?
We’ll walk you through our 8 Step Business Development Methodology, which will create a detailed plan of activities for the year that will drive new leads into your business and position you to achieve your goals for 2017.
You’ll also learn tips, techniques and marketing tools for your business which are vital to your modern marketing success. These are tried and tested as we do them ourselves and for our clients.
Join our Group Workshop Session on 26th January 2017 in Auckland for $500.00 + GST. This fee is per business and so you can bring 1 colleague with you.
Build your business development plan for the next year and guide your business towards success.
This workshop is for business owners and managers who are responsible for finding new clients and growing revenues. It will show you the practical, tried and tested techniques that the Creative Agency Secrets team uses for its clients.
You will learn:
- How to create a unique company profile.
- A check list of marketing activities .
- New business pipeline analysis and tracking template.
- What you need to do to get better known in your industry.
- Learn relationship building for getting and keeping long term clients.
- How to spot opportunities for new business sales.
- The business process that delivers leads.
- What to measure to track progress.
Each attendee will take home a high level plan for their business – planned through the year with month by month activities.
Testimonials from Nov 2016 attendees
“It was good to be in the group and to feed off Rebecca’s comment and experience. I don’t record leads and whether they were successful and that will definitely be useful in future.” Nicola Manning, Nicola Manning Design
“I enjoyed it. It was definitely worthwhile. I thought it was a good bunch of people and it was very interesting.” Dave Sauvage, Sauvage Design
It was really good and I will do a strategy accountability partner each month. I am going to leave my paid mentor group and do this instead. I have to get into the headspace to actually go back and review everything and set goals for each month. The wide range of people was very good especially the male female diversity. Jo-Anne Hitchcock, H Architecture
“I thought it was useful and when people are at different stages that’s interesting. I could do a few things differently which is partly a time thing. Beneficial – I got out of it as much as I could.” Jeremy Sutton, Jeremy Sutton Lawyers
What’s a typical response rate for highly personalised B2B direct mail? What provider would you work with? I’ve heard of Enthusem and Pebblepost.
It’s a well designed card with their logo, name or website on it.
Your response rate for B2B direct mail depends on a couple of things
- What you’re selling and whether the recipient has heard of you or has the need right now for your product/service.
- If you are already known, you can get response rates over 10%, particularly if you are trusted.
- One way to improve your “response rate” is to do a follow up by telephone to check they got the message and to elicit a reply verbally.
- You will get the best results by working with someone experienced in Direct Response Mailings. This is a skilled position – do not expect high % returns without expertise in creating the mailing asset. If you’re inexperienced buying direct mail services, I suggest meeting a few agencies for a “Chemistry” meeting where they will show you their work and ask you about your business needs. This will educate you about the process and likely outcomes.
Lastly, both the services you suggest seem good, I’ve not used them. But a competent Direct Marketing Agency (like Creative Agency Secrets) will do a similar job of customised direct mail pieces as these businesses. Which may be much cheaper. It depends on how big your database is as to which is a good / cheap option.
Click on the icons to see more posts in each category.
Case study of realtor website improvements
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.
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.
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.
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.
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!
The client has a part-built WordPress website which needs a strong design improvement.
We need a team to take over the current design and create a robust wireframe and template design that fits with their corporate logotype. We want the end result to be clear and simple for the reader.
Start from scratch or re-work
You can choose to use the part-built site or for you to start from scratch. The Uber Menu plugin is already purchased.
The home page needs to be easy to navigate and to find the three separate locations (Auckland, Hamilton, Tauranga). Each site has slightly different services and unique location information.
The client is in the transportation industry. There are two separate “personas” who will use the site – the manager in the office and the driver out on the road. Hence, a responsive site for the road-based user is essential. The needs of these two groups of people are different and the site needs to reflect this.
- The driver on the road will be using a mobile browser and needs to quickly access the location address and phone number so they can check the webcam and click the phone number to ring in.
- The manager will probably be on a desktop computer, will have more time for browsing and will be more interested in the pricing, services offered and will want to email us.
We have ready all written content, photos, logo, illustrations. These can be supplied on day one. There is a web feed from a webcam (still images refreshed every 1 second) which needs to feed onto two of the pages. We will supply the embed code.
To find out more email Rebecca and we’ll send you a detailed brief.
How does Sub-Contracted Services Work?
We send you a brief against which you do a quotation.
We send your quote to the client who makes a selection.
You deal direct with the client – bill direct – brief direct.
Creative Agency Secrets does not take a fee from you for this work, nor do we want you to pad the quote in order to pay us commission. Transparency is key as it builds trust.
We are frequently retained as project managers for the job and so you will find yourself working alongside us.
Are you an agency needing more work?
If you are an agency or a freelancer looking for the easiest way to get new client work – you’ve found it.
Join our “Sub-Contracted services email alert”. Enter your details below and you’ll automatically be emailed every time we have new projects available.