Tag Archives: content marketing

Are you sending the right message?

Are you sending the right message?

If you are going to the effort of designing, producing and implementing a multi-touch program, it is vital that the content of the touches is good. There is no point producing a whole touch program that solely says how great we are! Good content is essential to ensure that not only are you communicating with people, but that you are communicating the right message.

Your communication with your prospects needs to be about them, their problems, their pain. They need to feel that you understand them, and good content can do just that. As a basic rule only 25% of your communication should be about you. This could be a piece of PR around an award, a flyer showing what you offer, but only 25%.

The rest of your content needs to be about your prospect. This can be 50% solely about them and their pain points, and 25% showing relevant industry items, so that they can see that you understand the complexities of their industry.

Good content will build around the pain points that your prospect faces, and will show empathy for their difficulties as well as solutions and benefits. Whenever we create content, we need to make sure that we have these points firmly in our mind. Relationships are built on trust, and part of the job of good content is to build trust between you and your prospect, so that they will become a client. We trust people who understand us and our problems, so make sure that your marketing invokes trust in people.

If you would like help with delivering the right message to your prospects, we can help. With our marketing manager system you can outsource your marketing to us, so that we can design, create and implement your marketing, leaving you free to manage your clients. To arrange a meeting call us today on 0121 222 5743.

To learn more multi-touch marketing, watch the video below.

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How is your relationship?

How is your relationship?

All relationships go through phases and the relationships we have in our sales process are no different. Like all relationships these go through good and bad times, but as long we continue communicating and being clear about what we both need, our relationships will flourish.

The beginning of our sales process is a little like dating, we are in the getting to know each other process. We are building trust, exchanging information, we keep up an on-going contact as we build our relationship together.

After a while, the time is right, and down we go on one knee, for the engagement. This is the where the actual sale takes place. It shouldn’t be a long or hard process if your dating has gone well. You shouldn’t still be having to sell yourself when you are down on bended knee, you should be fairly confident they are going to say yes!

And they lived happily ever after…So ends all great fairy tales, but happily ever after requires work. Don’t win your customer and then forget to look after them. Don’t be so relieved the girl said yes, that you forget to carry on being nice and kind. Maintaining customers is always cheaper then finding new ones, make sure you continue to give them a reason to stay with you. Don’t behave in such a way that you make them leave. Good customer service will always help your retention.

If you are struggling with any part of this process, we can help. Good marketing will ensure that you build good relationships with your clients, making sure that your message and communication is clear and that you are building relationships that will last. We can design and deliver tailor-made marketing packages for you, take a look at our marketing manager service. Or pick up the phone today and call us on 0121 222 5743

Take a look at the video below to learn more about how relationships change throughout your sales process.

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Making the most of your marketing machine

Making the most of your marketing machine

Once you have designed your multi-touch plan, created the touches you are nearly ready to begin. But who are you targeting? The quality of your data is crucial in determining the success of your campaign.

Finding the people who might be interested in your product or service is necessary to ensure that you are putting the right people through your marketing machine. You can design and implement a brilliant campaign around eating beefburgers, but if you target a whole list of vegetarians you are unlikely to get any response. And remember that you will need a continual flow of prospects to feed into your marketing machine. The aim is to create a steady flow of good quality leads who are poised to buy.

Once we have these leads who are ready to buy we need an efficient process to convert them to customers. Don’t lose them at this step by making your sales process too complicated or lengthy. As with all processes making sure that you review them will enable you to alter the processes to make them more streamlined and efficient. Constantly monitoring and reviewing your processes will enable them to become better and better.

Monitoring and measuring is a vital part of the success of your marketing. You need to see the effect from your actions, so that you can refine those actions to make your process continually more effective. If you don’t monitor and measure you don’t know what is working and what is not working.

Don’t forget the value of your existing customers, they already like you, they are already engaged, but if you run them through your multi-touch program they might learn more about you and what you offer and come to you more frequently or for different services or products.

If you don’t have enough time to design, implement, monitor and measure your multi-touch program, why not let us do it for you? Our marketing manager package provides outsourced marketing at a surprisingly reasonable rate. Call us now on 0121 222 5743 to arrange your meeting.

To learn more about creating your marketing machine watch the video below.

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What is a touch?

What is a touch?

In our last blog we discussed the magic number of touches that you need in your marketing campaign. The magic number is twelve touches. But, what is a touch?

A touch is any piece of marketing communication that you send to your prospect. It can be a variety of things; a LinkedIn connection, an email, a piece of direct mail, a call. Each touch provides an opportunity for you to share information, educate, or simply remind your prospect of your presence.

Data gathered via extensive research into sales show that the majority of sales happen between the 4th and 12th contact. So a salesman who has made three calls and received 3 “nos” maybe only one touch away from a sale. The problem with the traditional method of sales, cold calling, is that often the potential customer says “no” when in reality what they mean is “not now” or “not yet”.

We forget sometimes that people do not buy when we want them to buy, they buy when they want to buy. The purpose of marketing is to ensure that when they are ready to buy, you are the person they come to.

You can see that if you have a multi-touch campaign which continues over a longer period of time, statistically you are more likely to be in the right place at the right time, than if you only make a few calls over a shorter period of time.

Implementing multi-touch campaigns can seem daunting, so we offer our marketing manager package which provides outsourced marketing so that your campaign is designed, delivered, monitored and measured for you. If you would like to discuss how the marketing manager package could help your business, call us today to arrange your meeting on 0121 222 5743

If you would like to learn more about the multi-touch program please watch the video below.

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What’s the magic number?

What’s the magic number?

So, you are designing your multi-touch marketing program, you have created some really first-class content that is informative and engaging and has been designed to show you to be a leader in your field. You have then used this content across a variety of media, perhaps you have created a flyer, or a video, or put together a series of emails for your campaign. But how many touches should you do?

There is a magic number. This number has been reached by research carried out in the US and in the UK. It is based on when a sale happens in a B2B relationship, and how many points of contact have happened before the “yes.” The magic number is twelve.

So, when you are designed your multi-touch program you need to bear this in mind. Obviously, you will have some quick wins, and you will have some customers who take twice as long as this to come to fruition, but as a basis on which to build your campaign twelve is ideal.

These touches don’t have to all be very elaborate, they can be as simple as a LinkedIn connection, but together they become very powerful. It takes people a while to become used to you, to trust you, before they will even consider buying from you. Taking the time to work through your multi-touch program will enable your prospective clients to accept you, trust you, and ultimately buy from you.

There are quick fixes that can be made, but in the long run it is better to build a good marketing program that will deliver you a steady flow of good quality leads, who are poised to buy. If you are struggling to either devise a long-term marketing program or to implement it, why not take a look at our marketing manager package? Or to arrange your meeting today call 0121 222 5743

If you would like to learn more about multi-touch marketing please watch the video below.

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So what are the 5 challenges?

So what are the 5 challenges?

In our last blog we spoke about the research done by Frost and Sullivan that showed that all businesses faced the same 5 challenges with their marketing. But what are these challenges?

The first is proposition, which basically means that you are struggling to effectively convey to your customers what you do and how you offer them value for their purchase. You can improve this by working on your communication, and clearly demonstrate to your customers why they should come to you, over your competitors. If you are not sure where to start, begin by writing down everything you offer.

The second is delivering sales-ready leads. This is important as it will prevent you wasting time on leads who were never going to buy, who were using you to gain some traction over their current supplier, or who were only ever going to choose on price. Having good process that delivers quality leads will help to increase the success of your sales pipeline.

Creating good quality content is vital to engage potential customers, and show yourself as an authority in your marketplace. The content required for different mediums will vary, and will need to be created according to the market and the way that is it presented. People tend to view creating content as time-consuming, so that it get pushed to the back of the pile.

Measuring your marketing is important. Unless you measure and monitor it is hard to work out what is working and what is not working. Furthermore, what you measure makes all the difference. Simply measuring Facebook likes, or website visits won’t give you an understanding of the engagement levels of your potential customers.

And finally, sales teams being skeptical of marketing. Many business owners struggle to get their sales teams to use the marketing materials, or to work with the marketing team. But good marketing, will deliver a good flow of warm leads to the sales team, enabling them to command a good conversion rate to customers.

If any of the above points sound familiar, give us call on 0121 222 5743 and arrange your meeting today.

To learn more about the challenges facing businesses watch the video below.

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Does your marketing strategy look like this?

Does your marketing strategy look like this?

Many B2B companies fall into the same problems as regards their marketing. Their marketing has often developed as the company has grown, and has not been planned out rationally, but has been added onto at various stages by different individuals. That is not say that each idea was not a good one in its own right, just that they have been collated with little or no strategy. Effective marketing will help to drive your company forward, so it is worth spending the time creating a good sound strategic plan, and then breaking that down into component parts which can then be given to different team members, so you could simply outsource.

The problems arise as follows:

Often they will have a loose assortment of activities – pick and mix marketing, not based on any coherent structure, but rather selected at random. This results in a lack of strategy and direction in your marketing.

Repeating the previous year’s activities. Though this is not necessarily a bad idea, it is if you are doing it simply because you don’t know what else to do.

Copying competitors, again this is not automatically bad. You and your competitors may have similar marketing strategies targeting the same areas of the market. If however you are just blindly copying your competitors it is unlikely to give you excellent results.

Spend increasing faster than return, if you are in this situation you need to stop and review what you are doing.

Little or no measurement, means that you have no way of understanding what is happening. If you simply try different things but never track them, you won’t be able to build up a picture of what works and what doesn’t. Not everything will work, but over time, with good measurement you will be able to work out what works well for you.

Hoping for leads and enquiries is all well and good, but if your only strategy is a hope strategy, then you are reliant upon people who stumble upon your company.

Creating a good marketing strategy will help you understand what works for your business. If you are struggling with your marketing call Aardvark Marketing Consultants on 0121 222 5743

To learn more, watch the video below:

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Clear communication prevents confusion…

Clear communication prevents confusion…

Communication is so important. In life as well as in business. It is vital to make sure that you, the seller, and the buyer, both understand what you are providing, and what the buyer wants. It is not too late to ask for clarification. It is better to be absolutely sure that what you are selling is what your buyer wants, than to end up in a confused situation where the buyer feels that they have been mis-sold something.

Avoid jargon – make sure you have accurately described what you are selling. It is all too easy to get carried away in the actual selling process and promising more than you can deliver. In general, people don’t mind if you, or your product or service can’t do something, as long as they know. What people dislike, and what will cause them to inundate the internet with bad reviews is feeling that they were mis-sold something.

Make sure your buyer understands what they are getting. Often you will have explained your product or service honestly and clearly, but the buyer may have misunderstood, or misinterpreted. It is worth taking a little more time to thoroughly check that the buyer understands rather than face the later backlash if the buyer was confused.

Many arguments or confrontations are simply caused by lack of understanding or lack of clarity. Make sure your communication is clear. Where possible have a phone call or face-to-face meeting and then follow up with an email confirming the points that you have discussed.

If you are struggling with providing your sales teams with good quality leads, why not invest in some first class marketing? Contact Aardvark Marketing Consultants today on 0121 222 5743 to review your marketing.

To learn more about successful selling, take a look at the video below.

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White knights and who is telling the truth?

White knights and who is telling the truth?

Often when you are selling to larger businesses, you can end up having to sell to committees. Committees can be problematical as one person may love your product or service, and then may be in the position of having to sell you to the other committee members. The best that you can do in this situation is to support your “white knight” in their efforts to sell you to the committee. This can be ensuring that they have answers to questions that may be raised, or just increasing their understanding of your product or service.

Another problem that we come across in the selling process is our perception of salesmen. We tend to think that a salesman is trying to get one over on us, or to trick us in some way. This is, by and large, not true. Salesmen are simply well-informed about their product and are trying to show it you in the best possible light. Unfortunately, because often buyers believe that salesmen are being untruthful, they then feel it is okay to also be untruthful.

If nobody is telling the truth it can be very hard to determine what anybody wants. As a salesman you need to know what somebody wants before you can help them. The sales assistant in the shop who asks, “can I help you?” is trying to do just that. If you have come into the shop to buy an item, saying “I’m just looking” is, in one sense, lying. Now the sales assistant can’t help, and you can’t be helped. Truthfulness is important to understand what people want.

If you are struggling with your sales process, and would like to review it, why not arrange a meeting with us? At Aardvark Marketing Consultants we have worked with hundreds of business across a range of industries and can help you to improve your sales processes. Call us today on 0121 222 5743

Or to learn more about successful selling watch the video below

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The Devil’s in the Detail

The Devil’s in the Detail

In general detail is good. Bold brush stroke plans are vital for forward thinking, and strategy, but without the detail there is no way of moving towards your goal. However, sometimes too much detail can be your downfall, and this can be true when talking about prospecting.

If you fill your proposal with detail, you can end up in the situation where your prospective client regards it as a shopping list, and starts taking out items in order to drive down their costs. Suddenly your neat, detailed plan, which you know will work for them and deliver the results that they need, is full of holes. This “leaky” version you know won’t deliver such good results, and will be more complicated to deliver, as you won’t have control over elements of the plan.

In these cases it might have been better to deliver a less detailed proposal, so that you don’t allow the “shopping list” tendency to manifest in your prospective client. A project where you retain full control will enable you to deliver a fantastic result, which will be better for everyone concerned.

If you are struggling with converting your prospects into customers, why not book a meeting with us? At Aardvark Marketing we have worked across different industries and sectors, and use tried and tested processes to help you close more sales. Call us today to arrange your meeting on 0121 222 5743

Or to learn more about successful selling why not watch our video below…

 

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