Tag Archives: b to b marketing

The Three Building Blocks of a Successful Marketing Campaign

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Yesterday’s post talked about a dumb marketing mistake.  Today’s post will turn around and focus on the three building blocks of a successful marketing campaign.

building blocks

Image by nerissa’s ring via Flickr

Every campaign and every business is different.

However, every successful marketing strategy has these basic ideas in common, no matter what your business, who your audience is, or what you are trying to sell.

First, you must know who your audience is.  The more detail you have (in your head, or on paper) the better.

Next, you need to know what they are thinking: what are they worried about, what are their goals?

Finally, you have to know why they should choose you (instead of anyone else) to help them with those problems.

Who is your audience?

Who are the specific group(s) of people you want to reach? Be able to describe your ideal client, whether they are new moms who want to lose weight or owners of crossfit training centers. Give them personalities and names if you like. If you offer services to two different kinds of people or companies (say both brides who want help choosing lingerie or men who want help buying a gift), then separate them. Don’t write the same stuff for both.

What are they thinking?

Taking the example above, the brides will have different concerns than the men. The brides will want to know: will it fit? will it show under my dress? how hard is it to put on? is it pretty?

The men want to know if she’ll like it, if it’s too sleazy, is it the right size?

Two completely different sets of concerns.

Why you?

Be clear about how you’ll help and what problems of theirs (not yours) you solve. Spell out why your approach is special or different, and show your personality when you do – be the person who offers overwhelming value or insanely great service or personal advice on selecting exactly the right lingerie for brides-to-be. Detail the reasons they should hire you, rather than someone else. Pile on the value. Make buying a “no-brainer.”

So, what’s your strategy?  Are you focusing on a particular audience? Not sure? Want an opinion (I have lots!)?  Just ask.

6 Budget Friendly Business Marketing Tips

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Trying to get attention without a big budget? It can be hard to stand out in a crowd with all the big agencies making big splashes with multi-million dollar budgets.  Luckily, here in the 21st century, you don’t need a big media budget to get noticed. You just need some time and some patience.

You can get attention, raise awareness, and promote your products without spending lots of money. We like that!

Here are some of my favorite tips:

Offer free information

Start a blog and build an email newsletter. Don’t oversell and don’t try to sell right away.  They’ve just met you; they don’t know if they like or trust you yet.  Space out the offers, rather than holding your hand out right away. Make it free, free, free, sell.

Build relationships

Be helpful. No hard-sell, sometimes even no real “selling” at all. Listen. Put yourself automatically at the top of the list when they need what you do. Getting hired without RFPs, cold calls, and sales meetings is a beautiful thing.

Partner with people who offer complementary services

I’m a copywriter and marketer. I partner with business coaches, web developers, graphic designers, etc. If you are a developer, partner with a coder or a graphic designer.  Recommend each other.  Bring them in on projects (and have them do the same for you).

Be visible online (and offline too)

Find out which social networking tools, online forums, or real-life business forums your audience likes and uses.  Create accounts, attend networking meetings, and build relationships.  Share helpful tips, respond to questions, and share other businesses’ posts and information, as well as your own.

Build your email list the right way

Make sure it’s clear what you’re offering and what sign-ups will receive. Get permission. Don’t just add people because they attended a meeting where you spoke.

Follow up – in a friendly way – not a spammy way.

By that I mean that if you do talk to someone at an event, follow up with something relevant. Send them an email telling them you enjoyed the conversation. Point out an article you thought they would find interesting. If you discussed classic cars, tell them about the car show in town next week.

What are yours?

Is Your Marketing Like a Bomb Blast?

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explosion symbol

Image via Wikipedia

Ever hear someone say they’re going to do an “email blast” or a “phone blitz”?

If you’re talking about your marketing in terms that sound more like you’re in the army than in business, it may be time to rethink what you’re doing. We do tend to think of marketing in terms that sound vaguely militaristic: targeting customers, planning campaigns, deploying ads. But we’re trying to win hearts and minds, not blow them up.

Nobody wants to be on the receiving end of a “blast.” Ouch!

Do some research

When the phone rang yesterday, I was in the middle of a project. I glanced at the call ID and saw it was an insurance company – but since I do have a policy with them I answered. The trouble was that they had no idea who (or what) they were calling.

The man asked to speak to the head of the HR department. Haven’t got one, I said. Then he (somewhat puzzled) asked for the benefits manager. Don’t have one of those either, I said. Then he made some confused sounds and hung up.

He clearly was working from a list of names he’d gotten somewhere, with little thought about whether it was the best marketing list, or if the names on it matched his ideal client profile. I don’t have a benefits manager, an HR department, or an employee manual. My only full-time employee is my cat.  He doesn’t take vacations, although he does give marketing tips.

Make real connections

When prospecting (however you do it), you first want to pick people and companies who have a need for what you’re offering. No sense trying to sell diapers to people with no children (or grown children). While I’m not the customer he’s looking for, a little research might have given him clues to what I actually cared about – maybe a better deal on the policy I do have.

Don’t annoy people, get permission to talk to them and then be a problem solver, not a pitch man. What if instead he’d sent a booklet with tips on getting better/faster turnaround and service if I have a claim.  Or, sent me a birthday card in a few weeks?

Has this happened to you too?  What did you think?

Why You Need a “Why”: Marketing Tips From a Tow Truck

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Tow truck on duty, Hinaus-Team Oy, Jyväskylä, ...

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Have you found your why?  Do you you know why people should buy from you? And is that “why” directed at your potential customers, or only at your own needs?

A tow truck may not seem like an obvious marketing example. After all, when you need one, you want whoever can come quickly, and you don’t have a lot of time, or patience, to think about it much.

Find Your Why

The thing is, that even a tow truck company can stand out.  Or, not.

Here’s what I mean.

Driving down the highway this weekend (well, being a passenger), I spotted a tow truck that said, “All collisions and auto repair.”

It does state what it does.  But what it doesn’t do is tell anyone who sees the truck “why.”

“Why” you

Why choose that company over any other?  Do they specialize in a particular brand of car?  Or type of repair?  What makes them any different from the hundreds of other auto and collision businesses in Westchester or anywhere else?

Find a clear difference

There were no specific reasons. No “because.” No choose us because we specialize in Hondas, or choose us because we’ll loan you a car while we fix yours.

Is it worth spreading?

Another problem.  There was nothing particularly remarkable about them.  The truck, the signs, the service was just like every other tow truck I’d ever seen.  That “why” should not only be a reason, but (preferably) a great reason.  A reason so wonderful that it gets people talking about your company.

What if the tow truck company did something no other company does?  For example, they not only fixed your car, they cleaned and detailed it (no extra charge). Or maybe they leave a box of chocolates on the seat.

Focus on the customer

I saw another truck recently for a distributor of paper products (it looked like they sold to hotels and restaurants).  The truck had two calls to action, one of which was something like, “Call us and save.” Not exciting, but serviceable.  The other one was more problematic.  It said, “If you’re using someone else, we’re both losing money.”

I have no need for their products, but I don’t know why a potential customer should care whether the company was losing some business to their competitors.  If I’m running a hotel or a restaurant, I want to know that I will benefit from their products and prices.  I expect the vendor to make a profit, but that’s it.That was “remarkable” marketing, but in the wrong way!

 

A Lesson in Marketing Strategies From My Cat

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What’s a cat got to do with marketing strategies for your business?

You wouldn’t think cats and marketing would have much in common.  Cats are, after all, famous for wanting what they want and being completely unfazed or bothered by what anyone else wants.

It turns out that’s not true.  In fact, my cat, Paris,  has some very definite ideas on the subject.

Meow! Meow!

When he wants something, he asks for it.  He doesn’t think about it, wonder if it’s OK, or he’s causing too much bother.  He just asks.

Lesson:  if you want someone to do something, ask them.

Meowing, leg rubbing, jumping on the keyboard

If meowing doesn’t work, he tries rubbing against me, or jumping on the keyboard.  If I ever type  www1111111qqqqqq on this blog, you’ll know why.  Use multiple methods to reach your prospects and interact with them.  Some people prefer email, others like videos or podcasts.

Lesson: use more than one marketing tactic

Nap regularly

Take a break every once in a while.  Look back at what you’ve done, and analyze what’s working. Especially if you’re a one-man (or woman) band, give your brain time to relax.

Lesson:  you can’t be brilliant every day, all day

Feed me!

If he wants food, he’ll start meowing, then run right over to the food dish.  It’s absolutely clear what he wants.  Your instructions, and your marketing, should be clear too.  Show people what you want them to do.  If your search is broken, it’s hard to buy.   If you can’t tell, have someone else test it. Use clear language too.  If you don’t know your customers’ lingo, learn it – talk to them the way they talk, in terms they’ll understand (rank higher in Google, not WS3 compliant).  As,  you can see, Paris wants to reach Francophones.

Lesson:  less friction means more sales

Squirrel!

It’s easy to get distracted when a squirrel crawls up the fire escape or a bird flies by.  However, the cat is safely inside, and the squirrels are outside.  No matter how hard he tries, he’ll never reach them through  the double-paned windows.  The latest trend or toy may work for you  (or not).  Don’t chase after it just because it’s new.  Think about whether it fits into your business, your personality, and what your clients are doing.

Lesson:  just because it’s bright and shiny doesn’t mean you should spend five hours a day on it

Create stories

Like most cats, Paris likes milk.  He’s always trying to get at the little pitcher of milk for my morning tea.  First, he jumped up on the desk, then he tried to put his nose in the pitcher.  When it didn’t fit, he dipped his paw in the pitcher, tipped it over and lapped up the milk. Businesses need stories too.  Show your personality in your writing and your marketing, rather than being a copycat (sorry, couldn’t resist).

(Note: he only did this once… and I let him because it was funny… once… now I put the milk where he can’t get it)

Lesson: say and do things that make you memorable

Plan your attack

If you see something you want to catch (a cat toy, a twist tie), approach it slowly.  Calculate how far away it is, whether it’s likely to run, and the best angle of attack.  If you’re marketing a product, make a plan.  Put the cart and horse in the right order.  Who will you approach? What will you do? How will you close the sale?

Lesson:  know what you want and how to get it

Be picky

Cats are notoriously finicky.  They’ll eat the stuff in the blue can, but not the green can. The pictures on the boxes both look fine to people, and the food does too.  It’s the cat’s opinion that counts.   When developing your marketing, pick a niche.  Do what appeals to the people in that niche, not what appeals to everyone (or to you).

Lesson: market to your tribe (not everybody)

Photo credit: me