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Make your B2B proposal stand out

One of the joys of being a freelance consultant is that sometimes I get to act on behalf of my client and hire specialists to work on their B2B marketing campaigns.

I recently advertised a job and was stunned by one of the proposal submissions. As a new business specialist I know how hard it is to make your proposal stand out from others. This one hit all the gold stars for me.

Integrate proposals and CRM

I was sent an unique URL to view the proposal. This makes everything trackable – it was on a sub-domain of the B2B marketing agency’s website and so I know they will be able to track:

  • How many times I opened it
  • Which sections I browsed (they are distinctly separate)
  • How long I spent reading each part
  • Which sections I expanded to read further

All in all it was a pleasure to read and to be “sold” to. I felt engaged in the process and I know my actions on that page enabled the agency to get better insight into me as a prospect.

Screenshots from the marketing proposal web page.

And a final note, there’s a Squarespace service Qwilr which offers this on a 14 day trial.

Followers on LinkedIN, How to use LinkedIn, Social Selling, B2B marketing

Who’s your LinkedIn Follower?

LinkedIn hides some of its best features – deliberately.

So here is my quick tip of the week to help you grow your connection base.

Do you know about your followers and following feed?

Thought not.

Log into your LinkedIn. Then paste this into your browser and take a look at this URL.

It lists everyone who is following you. The image below shows Philip Goffin – he’s following me. But I’m neither connected to him, nor following him.

Woo Hoo – lots of followers, Famous fellow.

Now for the inverse, Following. These are the people you are following.

What’s the use of following on LinkedIn?

Well, many times you want to see the News Feed updates from people, but you don’t actually know them and so connecting isn’t appropriate.

Or you just think you will see their updates for a while before approaching for a connection request.

Or you are hoping to quietly bring yourself to their attention without being too pushy – so follow them in the hope they notice you and send a connection request.

Go forth…. try it for yourself.

P.S. You can no longer export contact information from LinkedIn and so I’m advising clients to build contact lists outside of the platform for every new contact they make.

Tax podcast, B2B marketing, Content marketing podcast,

B2B Podcasting rises

The rise of podcasting as a medium to reach and influence audiences, grow brand awareness and promote your business continues.

I’m delighted to announce that Terry Baucher, a self-confessed “Tax Nerd” has launched his podcast – The Week In Tax with the help of Creative Agency Secrets.

Terry has long been a broadcaster called on by news media to be an expert commentator on tax matters – working with radio and TV stations in New Zealand. This heavily influenced our recommendation that he move on from a written weekly summary of tax news which had been drawn from his twitter feed, to an audio podcast.

Podcast set-up

We chose both an audio and a video medium for this podcast. [Note, this is not suitable for everyone] and SoundCloud is the distribution medium for the RSS.

The client blog hosts embedded audio files (easy for people to listen to who aren’t comfortable using RSS or Podcast apps) and remains the central source of all content. We also chose to add in a transcript for those who prefer reading to listening.

Tax podcast, B2B marketing, Content marketing podcast,

Could you be podcasting?

The medium is growing fast and many people now prefer to customise their listening and viewing to fit times of day they choose. Growing your brand reach through podcasting can be very effective.

Just ask Terry Baucher!

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.

Featured on the 302 Temp Redirect show

Thanks to Glenn Marvin of Konnector who interviewed me on his 302 Temporary Redirect Show (that’s a geek joke – a website has a 302 error code…. ).

 

5 key activities for B2B Marketing

During the show Glenn asked me what my “always on” fundamental B2B marketing activities are.  If you want to listen it’s at 18:25 through to 20:24.

  1. Database of clients, suspects and prospects.  Regularly updated.
  2. Regular communications to your database
  3. Trade shows and local in person meetups
  4. LinkedIn to recognise the names of people in your industry – and LinkedIn Sales Navigator
  5. Speaking at conferences, events and being a PR spokesperson for your trade magazine.
marketing tactic blows away the competition

Devastating marketing tactic blows away the competition

Every marketer dreams of being able to help their clients achieve an unassailable advantage over their competition. Kinda like Asterix and Obelix the ‘indomitable Gauls’ against the Roman Empire.

Indomitable Gauls make Romans wary

Indomitable Gauls make Romans wary

A Killer App for Professional Services Marketing

I dream of finding a marketing tool or service which will knock my opposition’s pitch out of the ballpark.  Today I think I have seen one.
The commercially savvy partners at Simmonds Stewart IP lawyers have provided FREE a giant set of legal templates for download.
I’m very impressed with them giving away templated legal documentation as part of their brand building.  They caveat appropriately about the use of these, but for startups, it certainly gives gigantic brand building opportunity and of course allows the prospective client to quickly bookmark their favourite lawyers’ website for future reference.
Is there an equivalent which could make your professional services business stand out in the same way? This could be a devastating marketing death-blow (Vulcan death grip?) for competitors.
Just thoughts….

Step One: State Your Business

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!