B2B Archives - Page 13 of 21 - Creative Agency Secrets

Step One: State Your Business

11 April, 2016/in B2B, Marketing /by Rebecca Caroe

This section is all about explaining in as few words as possible what’s your business does, what product or service it makes, and who you sell it to.

One way of describing this is an elevator pitch. Let me give you an example my business creative agency secrets, has the strapline “marketing success unlocked”.

That is the quick version of what it is that we do. We offer marketing success to people who previously found this a problem that they could not resolve. You notice that this actually is also incorporated into our logo which is two things, a C. A. S. initials and also a padlock which is open. Thanks to Ross Murray who is our wonderful graphic designer, he designed this for us and it was a great moment when we saw what he had created and how well it aligned with what our business does. You can contact Ross and Angela Murray at www.redspark.co.nz

We then have a longer version of our elevator pitch.

A marketing agency specialising in execution marketing for small and medium businesses.

And of course we have an even longer version, you can read this on our website in the about us page.

How do you describe your business?

Here are some ways that you can help to think through the different options

What’s the company history?
Who are the key personnel?
Who are you trying to sell to, your target customers?
Do you have some specific objectives of the business, this may be to grow it, to sell it, to create an income for yourself, to be a social enterprise? There are many more
Who are your competitors, what is unique, special or different about you?
What’s your track record? In previous businesses and in this current one. What sort of clients have you helped?
Do you have case studies? Are they well known? How did they reflect on your business?

Write down longhand the answers to all of these questions.

You may have some other questions that you think are particularly relevant to yourself. From this, you want to try and build 3 separate statements about your organisation.

The first one needs to be the equivalent of a strapline to go alongside the company name and logo. Here are some examples from clients

SD Talent, best practice human resource management for your team, outsourced.

Crossfire, trusted fire engineering.

Baucher Consulting Ltd, better tax stories for you: a better tax system for everyone.

Read the other posts from this series here!

Google my business. Do you know how to test your website is working correctly?

7 April, 2016/in B2B, B2C, Digital media /by Rebecca Caroe

There are only five things that you want a business website to do.

get found natural search
answer questions
bring in enquiries
get prospects to reveal their identity
showcase expertise

What this means is that an effective website should be shortcutting the amount of time it takes to get a new customer.

Three tests to do now

So how can you tell if your current website is performing? Here are 3 tests you can run which are free and will take you around five minutes to do.

Hubspot Grader – Hubspot has a website grader tool which can easily appraise your current website using publicly available information. This is not perfect but it gives you a score out of 100 and then explains where your website could be improved. Remember this is a marketing tool designed to sell the Hubspot service. https://website.grader.com/

WooRank – This is a Chrome Browser extension which does a similar job to Hubspot and can be used to double check your own website in a similar manner. I find it very useful. https://www.woorank.com/en/p/developers

Google Page Analytics. If you have Google analytics installed on your website and you are logged into the service you can open up your own website and using the Page Analytics chrome extension appraise exactly the % of people who have clicked on each hyperlink. I like to start with the homepage and to see which links are performing well.

This was what told me that many home page sliders are not working well for our clients. And has led me to recommend discontinuing using them. Go check yours out.

https://chrome.google.com/webstore/detail/page-analytics-by-google/

What about Search?

Now let us have a look at how are your website displays in natural search on Google.

Firstly Google looks at four aspects of your site: Words, Pictures, Video and Maps. Of course having all of these is the best way to be – but if you only have one, you should plan to add others.

Search for your business by name in your local Google. You should see a listing on the left hand side of the page and a map and logo listing on the right hand side which includes a Google Streetview if you have an address listed. Here is an example of one of them.

Natural Search Listing on Google

If the information is incorrect. It is urgent that you correct it.

I was searching for a Real Estate agent recently and got given the wrong office phone number from my search. You can imagine how annoying that must be!

Change how your business displays in Search

You can edit the display listings on Google search by registering your website in Google My Business. https://www.google.co.nz/business/ You must get verified before you can do the edits but it is very simple.

In the tool you can link your Google analytics account, maps, YouTube account, reviews and G+. This means that Google has an accurate, integrated record of everything your business adds. You can see how important this is as Google dominates search in New Zealand.

Tips for editing your business description

The first 3 lines are the most important part and so you must put both a short description of your organisation, one line about your services or products, and how to contact you. This last should be a hyperlink so you can send visitors to the correct page on your website.

Getting Search to give you insights

Google analytics is your friend because once you have an Analytics account you also get a Search Console account. This was formerly called Google Webmaster Tools. By associating the two accounts you can then help your analytics to display additional useful information. It’s very important to have a sitemap and then you can display insights inside your analytics account for your marketing team.

In the old days Google allowed you to see what search terms were being used that brought visitors to your website. They stopped doing this because it cut into their advertising revenue. Now you can see search phrases and the number of times your website has been displayed for each phrase. It is less specific then before but it still gives you a good general idea. In our e-book how to Get My Website Working For Me we explain how to edit the six pages that Google displays underneath your business name.

You should consider which of these six pages is the most important and the order in which you want to display them. You can “Demote” a page so that Google displays an alternative. For example you should have your contact us page on the listing but you may choose not to have a list of clients.

Setting the page priority levels is done using your site map this determines the hierarchy of pages. However you may have several pages at the same level on the ‘family tree’. You can switch these around inside Google Search Console based on your needs as I explained above.

So how did your business website perform in your tests?

These simple tools will give you the means to demonstrate to budget holders the importance of prioritising your website improvements and how it displays in search.

Improving your local SEO is an important part of your business marketing. It’s all part of Getting your website working hard for your business [there’s a free ebook telling you how].

Read more blog posts about Profile Raising by clicking the icon below. It’s one of the steps in our 8 Step Methodology

What is the best way to get new customers for a digital agency?

1 April, 2016/in B2B, Lead Generation, Marketing ideas, Sales /by Rebecca Caroe

We are an Eastern Europe digital agency of 40+ team specialising in business software development. We have been doing some projects for a high profile customers in the UK through our partner there. What would be the best way for us to find new customers? We don’t have a sales nor marketing team as most sales were driven by our partner.

The key elements are to follow the Customer Value Optimisation model. Now since you don’t have Business Development resource in-house you are going to have to hire or outsource to get the skillset you need.

Before that, and the most important part of the CVO is “Determine your Product / Market Fit”. That’s the core and here I strongly advise you spend some money on hiring a marketing expert who can facilitate a session with you to extract that, capture it into a written strategy plan and help you write the tactical implementation plan. (that’s the Return Path on CVO).

Then you have the core already agreed and can use this to brief outsourced folks to write landing pages, ad copy, research DM lists, run social, do follow up calls etc. In this way you can hire execution people who are cheaper than strategy people.

My own Lead Generation Methodology follows a similar pathway detailed on this slideshare deck and accompanying YouTube

The Art and Science of Generating Leads

The Art and Science of Generating Leads from Rebecca Caroe

Watch the Video training of the Art and Science of Generating Leads

Shuttlerock | New Zealand Software for User Generated Content

24 March, 2016/in B2B, Branding, Content Marketing, Digital media, Marketing, Marketing ideas, Social Media /by Creative Agency Secrets Team

PLEASE NOTE: Some of the details in this article have been rectified per recent conversations with Shuttlerock. These new details are noted below! Thanks for your feedback, Shuttlerock!

We’ve come across marketing software created by a business here in New Zealand called Shuttlerock. It sounds sort of science fiction-y and futuristic – something you might see in a Rae Bradbury novel. In a way, it could be next gen technology in content sharing and revolutionize how businesses aggregate and manage user content to their benefit.

What Shuttlerock does with user generated content…

If you’re a business and have social media channels, have you ever wanted to capture all your customer feedback and testimonials in one place? Sure, leaving it in the platform from which it originated is perfectly acceptable. But, what about putting it in the one place in which your put the majority of your efforts, i.e. your website. Right now, this information has to be collected manually and configured in an appealing way so that your traffic, your customers and followers, can see: Hey! Other people like this product and have gone so far as to say something about it on the internet!

Including content aggregation, Shuttlerock takes it a few steps further

Besides collecting user content for your team to sift through, sort, and put on display on your website, Shuttlerock also helps you promote your brand to get more user generated content. How? Contests and promotions, of course! We know that one of the best ways to get engagement online is to incentivize your followers to promote you and your brand. You can get them to share their visual content promoting your brand and reward them for doing it. If done right, you’ll get a flood of content that you can then share, directly on your site. Not only do you get to share their excitement with your other followers but they’ll also be excited to see that their content is being shared with the world. What better way to encourage and reward loyal followers!

Who is using it and how.

Shuttlerock operates in its home country of New Zealand and now Japan and the US. In recent Shuttlerock news, Lady Gaga used the program to allow her followers in Japan to upload their content to her website. These photos, directly from the source (her fandom), will be collected and used to create a poster for her Japanese ‘Cheek to Cheek’ album. Now, that’s innovative.

What I find interesting about it.

This program puts power into the hands of your marketing team in a way that can really make a difference for the brand. For one, your team can manage the content via apps, as well as share their own related content, which gives the brand a more approachable, human aspect that’s approachable. And, for two, they will have social proof of what is and is not working for the brand that can be shared with upper management. I find that extremely valuable for businesses to really make a dent in their market and bring exactly what their customers want based on their feedback.

The cost.

So, the only thing that I’m hung up on is this bit: the flat fee of $500 per month. For big businesses with marketing budgets that would make you swoon, $500 a month is a drop in the ocean. However we can’t forget about smaller businesses with much tighter marketing budgets – to whom $500 a month is completely unattainable. Shuttlerock, there’s nothing inherently wrong with your fees. I’m just suggesting you have a tiered option for businesses big and small. It could be based on company size, or social media following, even the amount of content that gets shared. Just saying.

UPDATE: From our recent contact with Shuttlerock we’ve been informed that the fees are $5,000 per month and are focusing on enterprises… BUT! they’re currently powering their way through some key partnerships with the goal to, eventually, have options for small and medium enterprises. Until then, we’ll look on Shuttlerock with starry eyes!!

But, way to go!

In a world where brands are continuously vying for attention from consumers, having visual, word-of-mouth content directly from other individuals on your website is amazing. And, as a consumer, seeing that other people just like you or from all the way across the globe also like this particular product, it just makes it more endearing! You want it, seeing and knowing that other people want it and are willing to share their opinions about it, all over the web.

How to use Google My Business to improve SEO

23 March, 2016/in B2B, B2C, Digital media, Marketing, Marketing ideas /by Rebecca Caroe

It’s frustrating when you search for a business and get the wrong answer. Did you know that you can edit how your business listing is displayed in Google search results? It’s called Google My Business.

This short slide deck shows what you can do in the tool and then how to use it to improve how your business is listed.

How to Use Google My Business from Rebecca Caroe

Is content syndication a good idea for articles?

14 March, 2016/in B2B, Content Marketing, Marketing /by Emelie Tillack

Periodically I answer questions on www.Clarity.fm – a broking website for experts and entrepreneurs. This questioner is a startup and wants to know if having his blog articles syndicated will be helpful for his business. The answer applies to established businesses who write articles as well as startups.

The advantages of Content Syndication

I would say that it is 100% a good idea with a couple of caveats.

First, your syndication destination should already have an audience who aligns closely with your startup’s desire clients / customers.

Second, the syndicator must allow link-backs to your website.

So definitely go do it – if it builds audience with prospects and also if it can be made to drive traffic back to your website.

The key to appraising whether these things are appropriate, are all about building audience, testing the market and getting early adopters.

So consider your articles and whether a call-to-action can be added to the bottom of each one that drives the interested reader to your website. When they get there, can you capture their details by offering something to the reader?

Improving your local SEO is an important part of your business marketing. It’s all part of Getting your website working hard for your business [there’s a free ebook telling you how].

Read more blog posts about Profile Raising by clicking the icon below. It’s one of the steps in our 8 Step Methodology

Have you forgotten about directory listings for local search?

9 March, 2016/in B2B, B2C, Digital media, Local Marketing, Marketing ideas /by Rebecca Caroe

Yet again, Google has changed its search page layout – the right sidebar went last week…. Now, does that matter for your business or not?

The old sidebar had adverts in it and now adverts only appear at the very top of the search listings. This is a “reduced real estate” situation in the lingo. Where 8 adverts used to appear, there are now only 4. That means that competition for advertising space is doubled – prices may rise. What that means for most business owners is that if advertising gets more pricey, you can choose whether to adjust your budgets. I recommend spending on natural site search as an alternative. Every recent Google algorithm update has hit the ‘game-the-system’ players hard and rewarded websites with strong on-site content. Put your money into your own website rather than into Google’s pockets.

Local Search Matters

So first, let’s check your business and how it shows up in the Google local pack. This is the map and associated listings with pins showing locations. Google are showing a map of local businesses into your search results. This allows the physical location of a business to influence whether prospects choose you or not. So it’s important to get listed accurately. Go first to Google My Business https://business.google.com and start registering and verifying.

Local google search showing map and address

Is your information accurate?

Step one is to clean up your NAP citations. NAP is the acronym for Name, Address and Phone data. This clearly tells a visitor that a business is local. You should claim your business and get listed accurately. Be consistent, don’t shorten words like Street or use different variations of ST. St, and Street. [Did you see the comma and full stop there?]

Now, what about other citations?

Do a broad search for your business name, owners names and all possible variants as well as geographic searches. List every website where you can be found. There may be many as most directories are aggregators of others’ content and so mistakes get flicked on and on to more websites.

In the good old days every business was on Yellow Pages and I still think that’s a great place to start your directory listings. But Yelp is increasingly important.. go and search for your business on yelp.co.nz and ‘claim’ it. Then you can log in and edit the details.

Yelp claim your business

When you claim your listing, be very careful to select the correct category for your business. And please, be consistent – write down a standard short and medium length text description which you can use everywhere. Also write one about your products or services. And another about the business owner(s).

Now here’s a list of the local directory sites where it is worthwhile “claiming” your business listing and this is the process I recommend you run through for each one.

see if you are already listed
is the information NAP accurate?
edit or insert for the first time as necessary
keep a record of your logins so they aren’t lost to the business when you leave
set a future diary date every 6 months to review and update the listing.

Selected New Zealand online directories

Localist.co.nz
yellow.co.nz
hotfrog.co.nz/
Finda.co.nz
NZPages.co.nz
ZipLeaf.co.nz
Gopher.co.nz
NZS.com
Yelp.co.nz
BusinessMe (paid)
NZDirectory.co.nz
cylex.co.nz/
nz.kompass.com/
Bing.com
nz.yahoo.com/
nz.search.yahoo.com/
www.zapmeta.co.nz/
foursquare.com
NZBusinessdb.com
The Local Business Network [New 2017]

Please share your tips for other directories as we can all learn more!

This article was first published on

Improving your local SEO is an important part of your business marketing. It’s all part of Getting your website working hard for your business [there’s a free ebook telling you how].

Read more blog posts about Who You Are and Profile Raising by clicking the icons below. Each is a step in our 8 Step Methodology

Get Your Business Website Working for you – Webinar Date

3 March, 2016/in B2B, B2C, Marketing /by Rebecca Caroe

Business websites cannot be static “set-and-forget” marketing assets. Learn how to work your website so that it pays back the investment to the business. A well-run website should:

CCH Learning Webinar

Show up in natural search
Answer visitors’ questions
Bring enquiries, leads or sales to the business
Persuade visitors to reveal their identity
Showcase the expertise of the firm

This is a practical training webinar which will show you how to assess your website’s effectiveness and give you a checklist of what you can do to improve.

Included is a free eBook detailing 5 ways to improve how your website shows up in Google, what search terms your site shows up for, how to use title tags and meta descriptions.

Suitable for small and large firms.

Sign up for March 24th at 2.30 pm to 4.00pm

Creative Agency Mastermind Group for Australasia

29 February, 2016/in B2B /by Rebecca Caroe

Occasionally I read an article that stops me in my tracks, it’s so compelling and aligned with my own thinking that I stumble, double-take and yell Hooray!

This is one of those articles.

Before you read it, I’d like you to indulge me and hear my anecdote.

My search for a Business Peer Support Group

Creative Agency Mastermind. Image credit: TheNextWeb

Last year I joined a business owners group run locally which met monthly to “advance” your business. We sat in a conference room filling out forms about our business stats for the month, how we were progressing and then tabled issues for group discussion. In between times, we had weekly accountability partner calls. Having done 5 months of this, I realised that the process was really useful and 100% what I needed.

The other attendees were not right.

I want a group full of business innovators, folks who take action and connect with others, who find what’s new and how their business can take advantage – leading from the front.

And so I set out to find a better group to collaborate with. But I didn’t find one.

I read, I asked others and found that the market for peer-to-peer support for business owners remains under-served. There are some paid-for groups, there are industry groups, there are business groups. None seems to fit the bill perfectly.

And so I’m setting up my own Mastermind Group.

The Creative Agency Mastermind Group

The aim: To advance our businesses.

How: Meet once every month to learn, share, collaborate and problem solve. Mutual accountability. Brainstorming.

Goal: To grow, sell or exit our businesses while staying at the leading edge of innovation for good business practice.

First meeting 23rd March 2016.

Want to join us? Get in touch