Tag Archives: content marketing

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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Suspect or prospect?

Suspect or prospect?

Unsure whether you have enough suspects or prospects? Or are you not entirely clear about what suspects and prospects are?

A suspect is a person who could possibly buy your product or service. You don’t know if they will, but they are a rough fit for your business. They are a possibility.

A prospect is someone who you have identified as having pain points which your product or service could solve. Hopefully you are communicating in some way with your prospects.

If you have ongoing communication with your prospects, you can ensure that you are the person they turn to when they are ready to buy. People don’t buy when you want them to buy, they buy when they want to buy. Your marketing needs to make sure that you are the person they think of when they make the decision to buy.

Multi touch marketing is an efficient way to remain engaged with your prospects. If you are struggling to manage your marketing why not take a look at our marketing manager service.

For a confidential, no obligation discussion about your marketing, call us now on 0121 222 5743

Watch the video below to learn more about suspects and prospects.

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Outsourcing

Outsourcing

The joy of outsourcing is that you only ever pay for what you need, and what you use. You probably already do outsource. Do you use a bookkeeper or an accountant? You pay for their time to work on your finances, using their expertise which they gained from working across many sectors and industries. You can do the same with your marketing.

Some people hire a junior to do their marketing. This gives you lots of time at your disposal, but they may not have the necessary skills, and you have the cost of employing somebody as well. With us, you simply pay for what you need – so you get a highly skilled, knowledgeable professional to work with you for the amount of time that your business needs.

For flexible, efficient marketing support, why not take a look at our marketing manager package?

To learn more about outsourcing and how it could benefit you, click below to watch the video.

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Competitive Advantage – Part 3

Competitive Advantage – Part 3

Another really important factor to consider is how much it costs to get in front of your customers? We don’t simply mean the cost of running an advert, or the cost of a stand at a trade fair. How much did your website cost? The content, the images, the hosting, the design? How much time did you invest in putting your website together, or managing the project? And how many people visit that website?

Without these figures, you can’t work out how much it costs to acquire a customer. With these costs you can better understand what you are spending on each customer, and more importantly see why your marketing message is so vitally important.

Attending a trade show can be a good way to meet new potential customers. But what is the cost of the trade show? It is not simply the trade stand cost, it is the cost of telling people you are going to be there, the time spent following up after the trade show, the time you invested attending the trade show which you could have invested in some other project. It all adds up, the cost is often higher than we think it will be.

Our aim is to acquire a quality customer at the lowest cost. Unless your marketing message is clear, and aimed at the right type of the customer, the money you spend out on putting yourself in front of your customers will be wasted. When you consider how much that costs, you can see that getting your message right is so important.

Have you spent some time considering your message? Are you showing your potential customers why they should use you? Are you struggling to get your message across? Our marketing manager service can help by delivering targeted, consistent messaging to your customers.

To learn more about how competitive advantage can help you to increase your sales and profit, click below to watch the video.

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Are you too cheap?

Are you too cheap?

Are you struggling to find the right price for your products or services? Are you worried that you will lose sales if you raise your prices?

Pricing is crucial to building a stable and profitable business. It is all too easy to begin competing solely on price, and find yourself working really hard for very little profit.

With the right marketing, you will be able to create the right message to send to the right customer. Customers who are prepared to pay a good price for what you are offering. Maybe you offer excellent customer service, but if you don’t tell your customers this then they won’t know.

If you need help working out your pricing, watch the video below. Or if you would like us to help you, why not give us a call on 0121 222 5743

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Competitive Advantage – Part 2

Competitive Advantage – Part 2

What happens if you don’t focus on competitive advantage?

If you don’t give people a reason to choose one brand or one company over another, then their decision will come down to price. Although we tend to think that people always choose on price, actually the reality is quite different. Price is the marker we use when there is no other way of choosing. Take bottled water – if all the containers were the same, the majority of people would choose the cheapest option. But the containers are not the same. The shape of the bottles are different. The branding on the labels are different, the way they are presented is different. All those indicators are contributing towards our choices.

The important point in marketing is making sure that you are getting your message across, so that people understand why your product is more expensive, so that they appreciate that the first class customer service you offer is reflected in the price. But if you don’t tell your prospective buyers about that – they will just assume that you are overpriced.

So it is vital that you define your competitive advantage, and then you make sure you tell people. People will pay more if they are getting more, it is our job to show them the extra benefits they are receiving with their goods or services, because if you don’t tell them, they won’t know.

Are you using competitive advantage in your business? Are you struggling to plan, implement, and manage your marketing program? See how other businesses use our marketing manager service to help them.

To learn more about competitive advantage and how we use it to help businesses, click below to watch the video.

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Are you struggling to keep up with social media changes?

Are you struggling to keep up with social media changes?

Are you looking round at your competitors and seeing all their activity? Are you worried that you aren’t doing enough? Or maybe not doing the right things?

These are genuine concerns. The world moves very quickly, it can be hard to keep up with the changing algorithms used by Google, and the shifts in behaviour of social media users. It can be hard to work out where to place your marketing efforts. Should you be direct marketing, should you be concentrating on upgrading your website? It can be overwhelming.

When you come to us, we will put together a strategic plan which will help you to use the correct marketing tools for your business. We have worked with hundreds of different businesses across different sectors and industries so we know from experience what works and what doesn’t.

We can help you to build a coherent, cost-effective marketing program tailor made for you. Take a look at our marketing manager package to see we how can help.

To learn more about keeping abreast with changing marketing trends, click below to watch the video.

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