Rebecca Caroe B2B marketing speaker

Is B2B marketing yielding good returns?

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.

I use Google Campaign URL builder and also short link services like Bit.ly for this.

Upskill your internal marketing team

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?

B2B Event Marketing, webinars for business, event marketing

B2B Event Marketing tips

I got a call this week and asked to advise an event which is for business to business audience how I could help them double their attendees in the last 4-5 weeks before the event happens.

Make it Happen is a creative agency in Sydney

This is my advice.

Last-minute event marketing

  1. Set up a tripwire webinar to drive interest / registration details
  2. Find people with mailing lists and agree a joint venture collaboration with them to promote
  3. Run a competition to win a free ticket (combine with webinar)
  4. Telesales follow up to all webinar attendees (and non-attendees).  Best to use GoToWebinar as it tells you who attends.
  5. I do not think affiliate marketing would work in New Zealand for B2B events.  But offering a second ticket free if one person buys can add headcount.
  6. I do not think radio advertising will work because which station(s) do all your target audience listen to?  But podcasting could.  Find business podcasters in your niche.
nz marketing summit 2017

Foster Innovation at the NZ Marketing Summit 2017

Spark ideas, develop strategies, and add value to your brand while joining New Zealand’s leading marketers at the annual NZ Marketing Summit. Listen to our own CEO, Rebecca Caroe, in her session on “Strengthening the brand-agency partnership – how to work with an expert (when you aren’t one)”.

Attend Four International Keynotes

  • Brigitte Slattery (Head of Marketing – Lifestyle Group @ Foxtel Australia)
  • Nick Lanzafame (Head of Strategic Insights & Analytics @ Buzzfeed)
  • Charlotte Dewhurst (Global Marketing Direct @ Les Mills International)
  • Col Kennedy (General Manager – Brand & Customer Experience @ Country Road)

Explore Three Programming Tracks

  • Digital & Social
  • Brand & Content
  • Tech & Experiential

Along with the 20+ speakers featured, the Marketing Summit offers a choice of two full-day workshops. “The Content Workshop” and “Brand Building Blocks 2.0” will be held the following day on September 22nd.

Join and connect with 300+ fellow industry professionals in generating and exchanging insights to fuel brand development. You can register before 5pm on August 25th and secure early bird pricing.

SKYCITY Convention Center, Auckland

21 September 2017

8:30am – 5:00pm

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social media conference 2017 auckland

Become Social Media Savvy with the Social Media Conference 2017

This September, the Social Media Conference is happening again! We are big fans of the content, even more so this year because our very own Rebecca Caroe is a speaker!

Are you looking to use Social Media to benefit your business but just don’t know how?

Social Media isn’t just for kids these days. In fact, it’s one of the biggest platforms for a business to market in today’s environment. Whether it be Business to Consumer or Business to Business, the Social Media Conference 2017 provides insights on how to utilise these skills to your business benefit.

Expand your knowledge in this field through New Zealand’s biggest Social Media conference hosted by The Online Business Academy for its fourth year.

Rebecca Caroe Social Media Conference

Rebecca Caroe (CEO of Creative Agency Secrets)

Marketing experts from all over the world come together to talk about their experiences with Social Media, how it helped them in their business ventures and how it can help you market to a larger audience through Social Media.

Listen

  • Wanita Z (Founder of the Online Business Academy)
  • John Kapos “Chocolate Johnny” (Chocolatier to Marketing Mogul)
  • Andrew Baird (Business Coach)
  • Our very own Rebecca Caroe on “The Art of Pre-suasion: Content, Keywords and Social.” 

Discover

  • Omni channel Experience
  • Social Selling through Social Media
  • How to run Live Events

Learn 

  • Be Seen, Heard and Found Online
  • Build and networking your brand through Social Media Outlets
  • Win your customers through Social Media
  • Deal with the difficult customers online

 Master 

  • Twitter
  • Facebook
  • Snapchat
  • Instagram
  • LinkedIn
  • Pinterest
  • YouTube
  • And much more

Seize the opportunity to network with business owners from all over the country and develop connections for your business. Gain information that can assist with expanding your business through Social Media platforms and understand how Social Media aids with keeping up to date with the evolving business world. If you’re serious about expanding your business, you wouldn’t want to miss Social Media Conference 2017.

SkyCity Auckland
September 15th and 16th 2017
8:00am – 5:00 pm

 Use the code “REBECCA” at the checkout to get a $250 discount!

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seo for growth

SEO for Growth: Unleash the Potential of Your Website

What does it take to generate leads for your business?

Search Engine Optimisation (SEO) is about making search engines like Google and Bing show your website in the first positions of the results page. With more businesses utilising digital channels for business, it’s necessary to invest in your SEO strategy to remain competitive. If your audience can’t immediately find you online, you are severely inhibiting both growth and profitability.

“SEO isn’t the icing on the cake, it’s baked in from the start.” – Brian Clark, CEO of Copyblogger

On Thursday 25th of May, you can learn the skills needed to generate leads for your business through SEO in less than two hours. You will learn how SEO sits in the broader context of your marketing and brand building. This will help to increase the visibility of your website, all through simple tips and tricks that you will learn over breakfast.

Creative Agency Secrets and ColabNZ host this FREE training breakfast to demystify SEO and show what you need to know about modern SEO that works for your business.

In this seminar you will learn:

  • Why 99% of Websites Fail – your site’s ranking potential
  • How to Build Stronger Website SEO – the balance between design and SEO
  • Link Building Today: the Dos and Don’ts – quality, relevance, trust and authority
  • How to Manage Your Brand’s Reputation and Reviews – from content to credibility to conversion
  • How to Feed Your Optimised Website – the tools you need to dominate

What previous attendees had to say:

“I was wanting to go to get educated and was interested to hear how the Google algorithms have changed over time and what they’re doing now. Building stronger websites and optimising them stands out as something new for me.”

Jeff Watkins, Director of BrandMedia

“I’m a complete SEO novice so I got a better understanding of what SEO means and how I can apply it to my business. It gave me a platform to make some decisions around the business.”

Rebecca Churchill, Director of Electric Fish

“The breakfast seminar was interesting, informative and full of useful tips and tools – so much so that I was inspired to put some of it into action as soon as I got back to work!”

Anna Radford, Co-Founder of Cadence Communications

Key Information

When: Thursday 25th May, 2017 at 7:30am – 9am

Where: ColabNZ HQ, 46 Albert Street, Auckland CBD, Auckland 1010

seo for growth book

 

You can also purchase along with your ticket a copy of the book “SEO For Growth” by John Jantsch, published in October 2016, and collect it in the event.

This book is a manual for modern SEO so there’s no need to be intimidated by online marketing. It is the perfect guide to help you learn how to use the internet successfully for sales growth.

Join us on Thursday, May 25th, 2017 at 7:30 am for a morning of SEO enlightenment.

 

Local Marketing event in Auckland

8 Marketing Strategies To Grow And Scale A Local Business

Most of New Zealand’s businesses are local. Knowing how to get known locally is an important skill. Today we’re showing you our latest tips for local marketing success.  Better still, they’re all things you can do yourself – today.

Ready for your local marketing quick-fix?

Local marketing is absolutely essential nowadays whether its a neighbourhood, a city or a country. Few of your customers are in social media looking for your locally supplied services.  Having robust local marketing tactics is essential. The key is to get value from both online and offline marketing spend and the cross-overs are increasingly beneficial when focused on local marketing.

Rebecca Caroe shows you 8 tactics for local marketing success. Take a look at the list, and for more details, check out Rebecca’s full presentation below.

8 Tactics For Local Marketing Success

1. Google My Business 

You can control how Google represents you by looking at 4 aspects of your site: words, pictures, videos, and maps. Go to business.google.com to edit the information. This is great for verifying addresses, changing and maintaining information when you move and much more. Today, since a vast majority the local searches are happening on mobile, it’s important to keep the information up to date. In fact, we did an experiment of where our ads were viewed and found that an overwhelming majority of our advertising was viewed on mobile devices (see video below – timestamp 21:06).

2. Key Words

Use efficient local keywords. Google is well known but supports its own objectives. Select an independent keyword tool. Also ensure that the city, town, or suburb are all included in the meta data.

3. Directory Listings

Online directories are underappreciated and do matter. Get yourself listed in both general and niche directories. Write a standard one sentence or paragraph and send it in to all of them. Don’t know where to start? We have you covered with our comprehensive list of directories.

4. Google Alerts

Google can give you alerts for key search phrases. Sign up to get them. Good phrases to sign up for are your business name, key staff members, competitors,  and new business opportunities. This is a great way to contact prospects, build a mailing list and much more.

5. Business Associations

Business associations are an invaluable way of meting local businesses. Through this, you will be able to network, give talks, send out promotions, and even get a mailing list.

6. Networking Events

The reason for this is similar to the previous point; you can grow your local network giving you greater and more diverse business opportunities. Consider both general and niche events. The video below has many websites to find these events locally such as Eventbrite and Meetup.com. A good idea is to have a post-event process for picking up contacts. The handy “Card-In-The-Pocket Trick” works every time. Simply put the business cards of contacts you do want to follow up with in your right pocket and in your left pocket, put the others.

7. Testimonials

We all need to know who’s worthy of our trust and testimonials are a great way to do it. Make sure you have a testimonial page on your website. Set up a process to get testimonials regularly and make sure the most recent ones are on the top. And be sure to link it back to a client’s website. Keep a long and a short version. The short version can go on the website page for easy readability, and put the long version in a blog post that you can link to on the site.

8. Local Advertising

The traditional methods still work and are great for brand building and product/service promotion. Google Adwords, Google AdSense, Yellow Pages, Facebook, and LinkedIn are all great places to do this.

Want more?  How much more?

If you want to learn the secrets to compound growth for your business, get private coaching advice. Bespoke for your unique situation and with a 100% refund guarantee if you’re not satisfied.  No risk!

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Grey Lynn Business Association Seminar

How to get your business website bringing in leads and enquiries

Finding a new client can be challenging. Nowadays many prospects look online before getting in touch by email or phone. Without a good website, you are losing sales. Do you know how to test the effectiveness of your website?

To help businesses figure out the best solutions to this, the Grey Lynn Business Association is hosting the seminar “How to get your business website bringing in leads and enquiries” on Friday, June 10th, from 7 am to 9 am. Rebecca Caroe, Founder & CEO of Creative Agency Secrets will be the speaker and give both a quick understanding of the effectiveness of  websites and some cheap / free ways to improve it.

This talk is part of the Winter Wake Up Workshop Series, a month and a half long programme focused on business development. The seminars will be every Friday morning at the Grey Lynn Community Centre.