Category Archives: Business to Business Marketing Strategies

Tips for improving your business to business marketing strategies and campaigns.  Learn how to find a market niche, and why having a niche is so important.  There are also posts about finding your ideal client (and why you need that too).  Trying to market to everyone only leaves you “spraying and praying” without actually hitting anything.

These pages also cover common business to business marketing mistakes (made by companies both large and small). If you’ve made one of these, you’ll learn how you can fix the errors you’ve made (and avoid future gaffes).

Need more clients? Or better clients? Check out the posts on lead generation, how to set and negotiate higher fees, and what red flags to look for when prospecting for new work.

Finally, there are posts on creating your brand and your company’s “story.” What you are selling isn’t necessarily what you think.  The way you present your products and services can make a big difference in your results.

An Easy Way to Screw Up Customer Service

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banana peelNew York City’s streets are full of fruit stands.  Bananas for 25 cents each or a pound of grapes for $1.50. The prices are much lower than the markets and the fruit is fresh.

Free soup! Or was it?

There was one particular stand I used to buy from a lot. He’d often put in an extra piece of fruit; an apricot or an apple. I’d walk away feeling happy, thinking he was using a “free soup strategy” and being nice.

Then, one day, I bought fruit for prices that I could easily add up in my head: 5 bananas for $1, a box of strawberries for $2. He added an apple and told me the total was $3.50… I then realized what he’d really been doing. He was giving me extra fruit all right, but it wasn’t free! He was selling me bananas, and then figuratively throwing the peels on the sidewalk so I could slip on them.

I felt ripped off, and I’ve never bought fruit from him again. Heck, I don’t even like apricots! I just didn’t want to seem rude by turning down what I thought was a gift.

The big business version

Slate/The Big Money reported on November 25, 2009 that Best Buy sells a $40 optimization service for both Macs and PCs. According to the article, for $40 the buyer gets his/her name entered into the computer, a network connection check, a scan of the hard drive, and an anti-virus program installed.

There’s no reason for any of this. If you plan to use a computer, you probably can type your own name. The network in the store isn’t the network in your home or office, where the computer will actually be used. The drives are brand-new, so there’s nothing bad on them. Anti-virus software might be useful, but more so for PCs than Macs.

The author of the article talked with Ezra Gottheil (who works for an independent research firm called Technology Business Research). Said Gottheil, ” ‘There’s nothing of that sort that any brand-new PC needs, and Macs less so’ ”

[I personally set my Mac up by myself in about 10 minutes, and I’m not a geek.]

Helping? Or pushing?

Slapstick is funny when the other guy slips on a banana peel. It’s not so funny when you invite your clients to fall down and hurt themselves.

If you’re offering an extra free service, offer one that has real value, and is really free. If you have an upgrade, it ought to be worth more to the client than the standard version.

Image: redster

Powerful Graphic Design Marketing on a Shoestring Budget

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shoestringIn yesterday’s post, I recommended several ways to use social media to market your business.

I suggested that you find groups online and participate.  Here are some more specific ways to do that (without spending a cent).

Say you’re a graphic designer and want to get more projects. You can:

Join business-related social media sites.

Offer a quick review or critique of existing graphic design. Use the forums to educate members about why design matters.  Don’t lecture on why you think Helvetica is the greatest font ever; instead focus on how better design leads to greater visibility and more sales.

Hold regular design hangouts (or webinars).

Give design and marketing tips.  Again, frame this in terms of how a high quality, optimized design leads to more money or more leads (which is what businesses generally want), rather than pure aesthetics.

Record those sessions and post them on your website (and/or youtube).

You’ll extend your reach, and drive more traffic to your website. It also gives you a backlink to your site. Post the links to the social media platforms where your clients (or potential clients) hang out.

Find blogs or youtube channels hosted by complementary businesses.

This might be women-owned forums, web design sites, or other places your target market frequents. Offer to guest post or be a guest on someone else’s show.  Use the show as an opportunity to offer a more personalized session, review, or other offer to viewers.  This might be something free, or a low-cost design audit.  This is not the time or place to pitch a big project; they don’t know you well enough yet.

Hubs and spokes

Use your own site as your “home base” and social media outlets as an outpost.  Post on your own blog (obviously), but also post in other places.  Offer a regular design “Tips Tuesday” or other regular feature.  Use this opportunity to invite your followers to join your webinars.

Have a specific work process

Spell out exactly how you work, and the steps involved, on your website and in  your social media profiles.  Make sure clients (or potential clients) know exactly who you work with, how the design process works, and understands the value of what you do.

Even if you’re not a graphic designer, you can adapt these principles to just about any freelance or small business.

Image nkzs

How to Use Social Media to Market Your Business

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Social media is a great way to quietly market your business.  You can use it to make connections, build partnerships, find clients  you never would have met otherwise (because they live on the far side of the world), and even make fast friends.

However, there are right ways and wrong ways to use it.

Social Media Icons

Social Media Icons (Photo credit: IvanWalsh.com)

My use of the word “quietly” in the first sentence may seem a bit odd, but it was used deliberately.  Many businesses use social media as an excuse to shout.  They start accounts and use them to loudly proclaim how great they are.

It’s a tool, not a soapbox.  Here are five ways to build relationships , create trust, and grow your business.

1. Join forums

Look for groups that match your business and your target audience.  For instance, if you sell gardening supplies, hang out in gardening forums and groups.

2.  Read the rules

Each group is likely to have slightly different rules of the road.  Some let you add a signature line,  others allow links to your site, still others permit a mini-bio.

Find out what you’re allowed to do to promote  yourself.

LinkedIn, for instance, allows you to send articles to members of groups you join.  You can also include your blog feed in your profile.

3.  Make friends

The best way to build a reputation is to make friends.  Don’t shout, but be helpful.  If someone asks for opinions on their web site design, post your review and point out what’s good (or not so good) about the site.  This establishes your credibility and expertise.

Treat the other forum members like people, not targets.  They’re there to learn, share ideas, and get opinions, not for a sales pitch.

4. Start a blog

If you don’t already have one, start a blog.  Most web site hosts have a control panel with a tool called Fantastico that lets you install WordPress (blogging software) fairly easily.  Here’s a video from Hostgator (my web host)  with more instructions on how to install WordPress.

Blog posts get indexed faster than Web sites, and show up in Google alerts.  I wrote a post about the biggest mistake advertisers make and a local paper linked to it only a few hours later — leading to a big spike in my blog’s traffic.

5. Write on other sites

Not just guest posts, but there are large sites that allow you to post (sometimes, they’ll even promote your post for you).  For example, BuzzFeed will let you post on their site, as will Forbes.  I knew about Forbes, but not BuzzFeed. Here’s a list from Neil Patel with more big sites that can drive traffic. Make sure, of course, to choose sites that are relevant to your business.  Commenting on IMDb might be fun for me, but I wouldn’t expect it to drive traffic here.

6. Link to other blogs

Add blogs you like to your blogroll.  Comment on the blogs  you like.  Don’t just say “great post.” add to the conversation.

Use another blogger’s post as a starting point for your own.  Expand on something they said, or take it in a different direction.  If you’re a food blogger and you see a post about great BBQ, write one about the biscuits that go with it.  Or, rate your own local BBQ joints and link to the other blogger’s post.

What other ways are you using social media for  your business?  Have you had great luck with Twitter?  Is your Facebook page critical to your marketing strategy?  Share your experiences in the comments.

Image: clix

5 Marketing Mistakes That Make You Look Dumb

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I got this postcard in one of those marketing packs in the mail the other day. Normally, it’s smart marketing because it allows participating companies to share costs and reach more prospects than they could on their own. In this case, it was a bad marketing example, not a good  one.

What’s wrong with this picture?

I admit I often toss these, but this time I opened it because I was looking for airport shuttle vouchers for visiting friends. There weren’t any car vouchers, but I did find one postcard that stopped me in my tracks. It was from a local gym, offering a special three day guest pass and summer sale.

Gym?!

I don’t need a gym. Who needs a Stairmaster when you have actual stairs (56 of them, I counted).

1. Poor project management

Have a process in place for checking that the list, the card, and the mailing are right. It’s easier (and cheaper) to stop it before it goes out.   Long ago, I came within an inch of sending out a big mailing with the wrong price.  Taking everything out of the envelopes and reprinting was an expensive pain in the neck, but it would have been worse if the mailing had gone out the door.

2. Paying no attention to timing

Summer sale??!

It’s January. I’m in the northern hemisphere and it’s 29F (-1.6C) outside. 18F and -7.7C with the wind chill. I’m not going to be putting on a bathing suit any time soon!

Promoting a summer sale in winter makes you look foolish. Also, allow for holidays, delivery time, etc. Getting a coupon for a 30% discount four days after the sale is over is pretty frustrating.

3. Spraying and praying

Don’t close your eyes and spatter your marketing message everywhere, hoping to hit something. I don’t need a gym, but people on lower floors or in elevator buildings might. Maybe if they teamed up with Weight Watchers? Or maternity wards (helping new moms get back into shape)?

4. Sending something nobody wants

Did you hear the story about the hospital offering free coffee with colonoscopy? Yuck! Instead, offer something that’s appealing to your particular audience. How about a coupon for a free neck massage? That might get me in the door.

5. Choosing a poor list

The key to successful marketing is not the graphics, not the copy, not the offer (though those do count), but the list. Your chimney sweeping service may rock, but it’s no good to people without chimneys.

What are some of the worst marketing mistakes you’ve seen? Add them in the comments.

10 Client Requests You Should Always Refuse

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If you’re starting out, or desperate, it can be tempting to take anything and everyone that comes along. But, there are some client requests that should be refused at all costs.

They’ll cause you more grief than they’re worth. Here are some of the top questions they ask. If you get any one of these requests from a prospective client (or a current one), say no!

1. Can you write/design some sample pages for me?

Asking for samples of previous work done for other clients is perfectly OK and legitimate. Potential clients need to check your writing style or design skills and see if it fits what they want. Work on spec tells them you don’t value your work. They won’t either.

2. Can you reduce your prices?

Sure, if you reduce the work involved. Send bargain hunters elsewhere. Instead of cutting your prices, focus on the value your customers get. Make the offer so good, turning you down would be crazy. Turn them into raving fans.

3. Will you register and host my site?

No! It’s not good for the designer, or the client. If you’re hosting it, they think you can control everything that happens. You’ll get calls at all hours. If you’re away or sell the business, the client is left hanging. From the other side, I’ve had clients whose developer disappeared, leaving them stuck when they wanted to update or move their own sites.

4. Can I pay for my project from my sales?

You can’t guarantee whatever it is will sell. Would an architect design your house on the chance you might pay them? No, they wouldn’t.

5. Do you want to join my new business? I have a great idea!

It may be a brilliant idea, or the guy may be full of ideas, but lack the know-how, the persistence or the drive to execute them. Tread very, very carefully.

6. Can I pay the entire balance after you finish?

No. Set milestone payments. 50% up front (or maybe 1/3 if it’s a big project), and the rest on completion. Final delivery after receiving the last payment.

7. Can you do this super-fast for the same price?

FedEx charges more than the post office. For regular delivery, charge regular prices. If you want to take rush jobs, charge a rush rate premium.

8. Can you create a brochure/web site everyone will like?

You don’t want to appeal to everybody. You want to appeal to “your people”, your ideal customers.

9. Can we do the design first, and then write the copy?

Not a good idea. The words have to fit the design, not the other way around. It’s a lot easier to edit copy that’s too long than it is to redo design elements.

10. Can you [create huge project] for free?

Free has gotten tricky. Giving away free, general information spreads the word about your services and your expertise.  For example, I’m happy to answer quick questions from readers, and have answered dozens of questions on LinkedIn and Marketing Professionals without being paid. If you have a question, email me here.

I also write a blog and helped out writing and editing on Triiibes projects.

And, you may want to help out a charity or a good cause without payment (do ask for a testimonial though).

However, you do have to draw limits. All free all the time (or most of the time) won’t feed you.