Landing Page Tips

January 13, 2015

Hopefully, as part of your strategy to move prospects along the selling cycle, you are using landing pages in order to deliver on what you promised. It’s also a great way to track responses. It could also be a way of losing a potential customer.

Here are some tips that might help results:

  • Keep it simple – Deliver on what you promised to get them there in the first place.
  • It’s not about you – How can you help them with a problem that got them there in the first place.
  • This is not an ad – They’re not looking for a sales pitch, but answers to specific questions.
  • Powerful content – Keep it relevant. Don’t focus on key words. Instead, make what you say useful and valuable.

Copybloggers infographic gives you some great pointers.

abcs-of-landing-pages-that-work-infographic

 

 

 

 

 


New Years Resolution: Get back to the basics

January 7, 2015

It’s a new year, and before we start doing the same old thing, we should take a minute to make sure what we’re doing is getting us the results we want. Makes sense, doesn’t it? We do it in our personal lives this time of year.

I recently read a post by Heidi Cohen that did just that. Here are some highlights:

  • Document your content marketing strategy – only 35% have a written plan that they can share with their team.
  • Know who you’re talking to – create personas to reach each of your targeted audiences.
  • Get other employees involved – both in creating and distributing content.
  • Expand your visual content – people like pictures and there are several options to help you deliver them.
  • Incorporate video into the mix – next to Google, YouTube is the most searched. Show your prospects why your product is better.
  • Get your audiences involved – ask them to share images or rate your product.

Heidi has others, but the point is, take a few minutes to evaluate what you did last year and improve on it this year. Make 2015 a good one.


What are you doing to build your “Proprietary Audience?

December 17, 2014

I had the chance to hear Jeffrey Rohrs speak at a WTWH Media event recently and subsequently read his new book, Audience.

Jeff’s take on social media and content marketing revolves around one thing – THE AUDIENCE.

Companies need audiences to survive – before they are customers they first have to be part of an audience. As we all are focusing on creating content, it won’t mean much if you don’t have someone to read and react to it.

And that’s his point, to build what he calls the “Proprietary Audience.” He defines it as ” a comprehensive, collaborative and cross-channel effort to build audiences that your company alone can access.”

He shows you how to build your database using paid, owned and earned media to identify your audience. He also shows you how to identify and communicate with Seekers (those that are looking for info), Amplifiers (those who have audiences that can share your info) and Joiners (those that are buyers).

The book is an easy read and I would recommend your marketing teams look at Audience as a new marketing discipline.


Manufacturers: What are you doing to improve the customer experience?

December 16, 2014

Today more than ever, customers are expecting, and in some cases demanding, a better customer experience. These types of experiences have to start in the C suite and trickle down. The customer service department may be on the front line, but they can only mirror what management has in mind.

Do your top-level folks really understand the needs of your customers? If not, they certainly can’t help formulate or lead an initiative for a great customer experience if they don’t know what that is! I was surprised from a recent article in eMarketer that showed over 33% of senior managers weren’t aligned with the customer experience.

I think we can all agree that everyone needs to be on board to truly make the customer experience meaningful and real. For any of you who have flown Southwest or shopped in an Apple store, you know what I mean about customer service. The culture starts at the top and both of those brands know that other choices exist for their product and services.

The two takeaways I’d like to leave you with are:

  1. Listen to your customers – Find out what they want and how they want to get it.
  2. Under promise and over deliver – give them more than they ask for and make the mundane a memorable experience.

If you liked this post, you might want to read:

Customer service: What are you doing to retain customers?

Customer service: Is your company obsessed with it?


8 Tips on Generating High Quality B-to-B Leads

December 10, 2014

Let’s face it, in your world, qualified leads are or should be the holy grail of marketing. According to a report by Marketing Sherpa, 78% of B2B marketers biggest challenge is generating qualified leads.

Here are some tips on how you can improve your process:

  1. Create a plan – that will include message, method of delivery, when to hand lead to sales and measuring ROI.
  2. Define your USP – What is your unique selling proposition? What makes you or your offer different from the competition?
  3. Offer them something of value for free – If you want them to start an engagement, you need to show some good faith and give them a tool they can use everyday (conversation chart, smart phone button, competitive parts interchange).
  4. Match the offer to the audience – Not all messages are for all audiences. A concrete tool offer to a HVAC contractor probably won’t get much return.
  5. Capture and nurture leads – Once you get a lead, there has to be some qualifications done before sending it to sales. We’re not trying to overload the sales department with leads, rather we want to give them qualified leads that they are excited about calling on.
  6. Handing off the lead to sales – Depending on the criteria that you’ve developed, you need to forward the lead and what you know about it (in the sales funnel) so when sales calls on them, they know what to talk about, i.e., initial evaluation stages, engineering comparison questions or ready-to-buy type of questions.
  7. Close the loop on the lead – Did they buy? If not, why? This should be documented in a CRM system so we know why you’re gaining or losing sales.
  8. Review performance – Repeat what’s working and stop what isn’t.

What part of selling is the “Human Factor?”

December 9, 2014

I know everyone is so focused on social media and content creation, but that’s only the beginning of the sales cycle. When people identify themselves, who makes the sale – the internet or a person? I’d say unless you’re selling a commodity or selling on price, there needs to be interaction with a person(s) along the way. In other words, the Human Factor takes over.

I’ve been in the sales game for over 40 years and I’m here to tell you times have changed and if you don’t adapt, you’re going to be working harder, not smarter. More importantly, we all need to try to improve ourselves and those around us.

ToSellIsHuman

I just finished a great book by Daniel H. Pink titled To Sell is Human. It goes into who is selling now, how they should approach it and great tips on being more effective.

Here are some highlights that I got out of it:

  • The A,B,C’s of selling no longer apply – You can’t be always closing because folks will turn you off. You need honesty, fairness and transparency. No longer is it a buyer’s beware, instead it’s a seller’s beware landscape.
  • 25% of our waking hours are spent listening – That’s why God gave us two ears and one mouth. We need to learn how to ask better questions and then listen.
  • We spend 41% of our time trying to persuade someone to do something we want – that pretty much makes us all salesmen of one sort or another.
  • Non-selling is the key to success – instead of trying to upsell someone, try upserving them and see what happens. It will transform the mundane into something memorable, and guess who they are going to buy from?

The key to selling is being able to move others to your way of thinking and times have changed. The book is a good read. Enjoy.


Are You Still Pitching or Are You Starting a Conversation?

December 2, 2014

I’m still amazed by the number of folks who are still trying to sell me something instead of trying to solve my problem. I think it’s because they are struggling with their story and finding the right voice to tell it on. The old school model of glad handling and feature benefit selling has gone by the wayside for the most part.

434_3000602

Let’s face it none of us wants to be sold. We want to have a conversation. Humans, by nature, are social by design and want to interact with others. Interaction is a two-way street where both parties are part of the conversation. It’s not grabbing attention, but earning and holding attention.

How do we do this? By acting and speaking HUMAN. Storytelling is an essential human activity and must be a vital part of your strategy.

I recently read an article in Chief Content Officer magazine by Kevin Lund and Eileen Sutton that talks about speaking human and gives us some tips on how to be successful at it.

Here are some highlights:

  • Be Clear – No marketing speak. Use plain English with no jargon and more heart.
  • Be Helpful – Be relevant to a specific issue. Show them how you add value.
  • Be Concise – Keep it to the point. Less is better.
  • Be Consistent – Use the same voice and tone throughout all channels.

If you can figure out how to make life easier for your customer, everyone wins.


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