Is the marketing you are doing giving you the yield you seek?
I am asking this question a LOT at the moment. I ask it to myself, for my own businesses, I ask clients, I ask prospects.
One answer came from a professional services marketer. It serves as a good example for in-house marketers to challenge their thinking, to up-skill and to get insight from beyond the internal team in the business.
This is what she wrote to answer
Hmmm… It’s hard to tell. I cannot know if a speaking engagement got someone interested enough to ask their consultant to investigate our solutions and eventually get in touch with us and 2 years later… we have a deal signed. It is a complex process to sell our service.
Is a long sales cycle a B2B marketing problem?
Yes, it certainly is. Tracking and managing a diverse set of marketing tactics and campaigns over time takes discipline and forethought.
But where I felt this marketing manager was failing her business colleagues was around integrating the content creation, the speech-giving with marketing analytics and tracking data.
I challenge the assertion that you “cannot know” if a speaking engagement has any effect.
How to track conference speeches for marketing impact
Let me make some suggestions:
Every conference – offer a free download of something valuable. Create a trackable URL. Cookie the browsers visiting that site.
ALSO offer the visitor something even more valuable (not a sales pitch) if they sign up to your database
Both of these create trackable events which (even if 2 years passes) can enable you to demonstrate results.
Any pass-on of URLs to second parties like consultants or colleagues is tracked too.
When did you last go and get training and invest in your internal marketing team? I fear many in-house teams do not get the attention they deserve. Hiring an agency or consultant is not necessarily going to improve the team skills – it delegates marketing activity to outsiders.
What could you do to invest better, to improve your team’s ability to run the strategy as well as the execution, to better understand what the agency / consultant is doing for you, so that they can brief better, to guide the marketing plan better, to adapt and adjust the marketing budget for new tech, for new market conditions (recession?) and above all, to stay in front of the competition?
So challenge yourself, is the marketing you are doing giving you the yield you seek?
No related posts.
https://creativeagencysecrets.com/wp-content/uploads/2019/12/Rebecca-Caroe-conference-speaker.png9581692Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2019-12-11 08:24:562019-12-11 08:24:56Is B2B marketing yielding good returns?
I love getting really timely direct mail messages that are relevant.
This one came just in time to help me navigate a change to podcast categories.
Let’s analyse the direct message
[Small fail here as they don’t know my name. Implies a purchased list rather than an opted in CRM database.]
In case you missed it, Apple Podcasts have changed how they categorize podcasts. In short, new categories like True Crime have been introduced, old categories have been rebranded and lots of new sub-categories dedicated to sports, comedy, TV and more have been added!
[Opening paragraph – helpful link to contextualise in case I haven’t seen the news. It’s a blog post on their website…. that’s good because it drives traffic and cookies my browser. Nice bold text for likely interesting new categories to draw my eye.]
Unfortunately, some services as SoundCloud don’t support them yet. Spreaker is a platform dedicated to podcasting and we put the podcasters’ needs first.
[Natch! a snipe at a popular competitor. I use SoundCloud for my podcast and so this is relevant to me. Could be a merge field – but not likely. I think they may have targeted me from the SoundCloud platform.]
For this reason
our podcast platform already fully supports the new Apple Podcasts categories so you can improve your show’s discoverability
Spreaker allows you to set three categories – your podcast will rank in more than one category on iTunes at the same time – and fully customize the RSS feed tags
our service enables you to earn money with your podcast thanks to the Spreaker’s Monetization Program.
[Small quibble about supplying 3 reasons and not numbering them… and referring to “this reason” when it should be “these reasons”. However, their nimble coding enabling the new categories quickly is encouraging when considering an alternative hosting platform. Hopefully they keep up the speedy work.]
If you want to start using the new Apple categories and are curious about what Spreaker could do for your podcast – why not give us a try with our FREE, no strings attached, month-long trial.
https://creativeagencysecrets.com/wp-content/uploads/2018/09/alesia-kazantceva-XLm6-fPwK5Q-unsplash.jpg36485472Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2019-09-04 14:39:232019-09-04 16:05:48Anatomy of effective cold direct mail
Connecting two compatible businesses with each other can be one of strongest networking tools for you and other businesses. By connecting the groups, not only are you solidifying your own network, but also helping the two businesses who may be able to benefit each other.
But often times this can be difficult over email.
In my networking group, we’re working hard to make it really EASY for members to introduce each other to new prospects and new clients.
I was asked by the group to help coach them in the best way to write an introduction that others could use. So let’s say you wanted to introduce my firm to another business. Here’s how you would do it.
Hi [their name],
I just wanted to connect you with Rebecca from Creative Agency Secrets. I know you were interested in increasing your business’s online presence, and I’m sure they’ll be able to help.
Creative Agency Secrets is an expert in marketing and promoting businesses using traditional and online methods. They work as the outsourced marketing team for busy businesses doing marketing that starts conversations and leads to sales.
I have seen their work for [name a client] and used them for my own business to write the copy on our website About Us page. And I’ve also recommended them several times and had great feedback especially about their careful attention to detail.
I will leave you two to connect – I’ve spoken to you both about each other and shared your emails and phone numbers below.
[both parties’ contact information]
The 5 elements of an effective email introduction
Introduce: explain why you sent the email
Start: with their one-liner…. who are they and what do they do
Build: with an example of their work for someone you both know, preferably. If you can’t say you have worked personally with them, a mutual acquaintance is a positive reinforcer.
Memorability: Add an anecdote that describes your experience – if you can make it funny, cute or WOW that’s best but not strictly necessary.
End: Include all the information they need to continue a dialogue without you….
We plan on creating a shared document for everyone so they can cut/paste the text into emails for business referrals for new business development.
The best introductions are when you’ve spoken personally to both parties. NOTE not emailed, spoken….
https://creativeagencysecrets.com/wp-content/uploads/2013/12/Email.png17381920Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-06-27 09:35:132019-07-15 12:42:41How To Introduce A Business By Email
Getting recognition for your “expertise” in selling professional services is paramount if you’re to make good profits.
The stages in the process include –
Setting out your credentials
Outbound publicity – demonstrate you know your ‘stuff’
Getting to one on one conversations around the client’s desired future state
Discussing your services, their needs and fees
I was working with a financial services client and recommended he use the Monte-Carlo methodto establish the prospective client’s need for advice. (Go to the sub heading on Finance and Business). I think it’s very suitable way to frame a discussion when talking about personal finances
Monte Carlo simulation is commonly used to evaluate the risk and uncertainty that would affect the outcome of different decision options.
First be recognised as an expert
You can’t get these conversations going without first establishing yourself as an expert.Nobody wants their finances managed by an amateur. Nor their marketing services. Just working for a big name firm is no guarantee of expertise – it’s a step in the rightdirection.
Groups on LinkedIn
Getting in front of future clients is possible via step 1. As you establish yourself as an expert you will get noticed (particularly if you use key words relevant to your expertise and audience.Maintaining your position as an expert in the eyes of your audience can be continued through outbound articles and publicity.
These are best delivered using sites aligned to your industry niche and audience. For my area there’s a great Reddit thread, a couple of Facebook Groups and a Linked In Group which is very active. You need to find the ones suited to your needs. Don’t forget to check out in-person events on places like Meetup.com too – not all communication has to be written!
Finding the right things to say in your publicity and how to start a conversation with your reader are the things you will need to practice.Conversations in a public forum can lead, later, to a private discussion which is preliminary to taking on a new client.
Book a personalised coaching session with the Creative Agency Secrets team – pick the person who best suits your need.
https://creativeagencysecrets.com/wp-content/uploads/2018/02/NZ-SME.png6401534Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-02-02 17:44:472019-08-13 15:16:45Become an expert in the eye of the client
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.
https://creativeagencysecrets.com/wp-content/uploads/2017/07/Clear-descriptions.png9101216Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-07-31 11:25:202019-07-15 12:43:16What do you do? Explain, clearly or lose leads
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?
https://creativeagencysecrets.com/wp-content/uploads/2017/03/webpushnotifications.jpg330520Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2017-03-02 17:06:532017-03-30 15:10:41Push Notifications: Is this the death of email newsletters?
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.
Logo for Enthusem
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.
https://creativeagencysecrets.com/wp-content/uploads/2016/11/enthusem-website.png10022054Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-11-21 08:00:592016-11-18 14:57:22What's a typical response rate for personalised B2B direct mail?