Category Archives: Marketing

All the blogs under this category discuss general marketing. Whether it be cold calls, messaging or targeted campaigns.

Crisis Lead Generation tips from YBDT, round two…

In the past few weeks since the UK has gone into Lock-down, we have been posting tips to help companies consider their marketing during the Coronavirus crisis. Here is a summary of the latest tips in case you missed them:

Tip # 5: Test and Measure

Once you are clear on your message and campaign tools, start experimenting to see how you get your message across best. This will ensure that you get a better return from your campaign. Here are a few things to consider:

  1. Try a number of platforms to promote your message
  2. Segment your data and send smaller campaigns to see which get better engagement
  3. Try to use new tactics you have not used before

All of the above are great ways to test but the key thing is to measure your results carefully to ensure you understand what works best at the moment. One more thing to remember is to be realistic and give it time and some repetition to ensure you are being heard.

Tip # 6: Follow up, follow up, follow up

I hope that our previous tips have helped you put together a winning marketing campaign that is appropriate for the current climate. Our tip today relates to what you should do once the dust has settled behind your campaign. To ensure that you are maximising on your return, follow up with every lead you generated and keep following up until you get a definitive answer.

One of my favourite quotes demonstrating this is from Wanda Alan who wrote Follow Up Sales Strategies. She said that 80% of sales are made between the 5th and 12th contact, yet most salespeople only make three follow up calls or less. The numbers of contacts are irrelevant, what matters is that you make as many as it takes to get a definitive answer.

Against popular belief, prospects normally appreciate your follow up as long as it is done in a polite and appropriate manner. Timelines will depend on your product and sales cycle but I have been known to keep in touch with people for several years before they eventually became clients. Don’t give up, believe in your product and remember that you are talking to people who expressed an interest in your company.

Tip # 7: Identify your clients’ buying personas

Last week my tip was all about ensuring you follow up with your prospects until you get a definitive answer. If you have followed up on this advice, you might be feeling rather frustrated with some of your leads by now. This is why this week’s tip is all about making some sense of buying personas which in turn will help you follow up more effectively.

When I get frustrated with following up, I take a deep breath and remind myself of a piece of research undertaken by DISC which identified that only around 35% of the population make decisions quickly, the rest still like to take their time but, importantly, do make buying decisions eventually. To help you use this in practice, consider your prospects’ buying decision, of which there are four:

  1. The Decisive: These buyers have a clear picture in their mind of what results they want. They value rapid action so will typically make quick decisions if they feel your solution is right.
  2. The Interactive: These buyers want to shape events and enjoy “getting their way” when it comes to negotiations or buying something. They typically make quick buying decision particularly when they feel a sense of connection with you.
  3. The Stabiliser. These buyers are more passive and introverted and interested in the how and why of a solution. Their primary interests are in maintaining stability so prefer to “take their time” and weigh up all options and outcomes before making a decision.
  4. The Conscientious: These buyers are also more passive and introverted. They too take a much more detailed and accuracy-based approach to their buying habits. Without sufficient data to prove any statements made to them, you will fail to achieve their buy-in.

Now you are aware, I suggest that you take some time considering your pipeline opportunities and dividing them up into buying personas where possible. This will really help with setting expectations and probable timelines. It might even help you to get rid of some dead horses too.

I hope this is helpful to your current thinking. As always, I am happy to have a chat and share the insights we are gathering from the campaigns we are running for clients at the moment.

About Social Distancing and marketing

The current situation we find ourselves in reminds me of a famous quote from Albert Einstein: ‘The measure of intelligence is the ability to change’. One of the proofs to this is the use of the new term, Social Distancing. A few weeks ago, none of us really knew what it meant. Today we are already looking at how we can improve our productivity working from home and considering how we can run effective meetings online. Moreover, if you key ‘Social Distancing’ into Google you get a whole load of great images you can use in your blogs and articles.

I am not making light of the situation; it is a worrying time to many of us whilst we struggle to make sense of it all. When we hit stressful and unknown times in business, decision makers tend to respond in two different ways:

  1. Looking at the situation in the short-term context and evaluating what is best for their company in this light.
  2. Looking at the situation in the long-term context and evaluating what is best for their company in this light. 

The first group will generally put a stop to any expense which they view the business can survive without at the present time whereas the second group will want to stick to business as usual as much as possible. I believe that at the moment the answer is somewhere in the middle, which might sound confusing but is probably the best way to look at things. 

We are already seeing many examples of cancelations and delays in expected contracts and orders. The easiest thing would be to make panic decisions. I try to look at the detail and context to help me make sense of it all. Consider the following:

  1. Is your industry or any of your clients’ industries directly affected by current or future limitations imposed?
  2. Can you approach your clients in a pro-active way to see how you can work through the situation in a way that is beneficial to all?
  3. Are there any new/ updated services you can offer which might be more helpful at the current state of affairs?

Once you are clear if you can carry on working, with whom and what is your ‘best Covid 19 slant’ you can then decide what taps you must shut and what taps you should keep going. 

Before I end this blog, I wanted to remind you that lead generation is a tap you should consider keeping open. There are two main reasons for this:

  1. When there are less available opportunities to do business, you need to cast your net wider and tap into additional opportunities.
  2. This situation is not going to last forever and stopping your lead generation would mean you will have a much bigger hole to climb out of then.

I hope this is helpful even if only as a moment of distraction from the doom and gloom.  Please don’t hesitate to get in touch and discuss your options.

Lead generation V selling what is the difference?

“Don’t count the things you do, do the things that count.”

I love this quote…too many people are rushing round being busy but achieving little. You have to work smart not just hard! This applies to your lead generation and sales processes too.

Lead generation and selling work hand in hand not against each other.  Lead generation tends to be sending out a message to many and selling is likely to be one on one. Your marketing & lead generation activity provides the leads, so your sales people can then take them through the sales process and make the deal!

The lead generation process:

  • Obtain Leads – Begin by attracting prospects to your website by generating engaging content that can be shared through various marketing channels, where ever your potential customers are active
  • Nurture Leads – Once you have captured the prospects contact information, you have a lead. it is now important to nurture them and build up a relationship with them.
  • Evaluate Each Lead – It is important to know which leads are more valuable, so you can focus more of your attention on the ones that are more likely to become customers.
  • Pass Leads to Sales – When the leads have been, captured, nurtured and desire created by the marketing team it is time to pass the lead on to the sales team to convert in to a sale.     
  • Review Lead Generation Process – Constantly review your lead generation process to ensure it is as effective as it can be.

When the prospect has been turned in to a lead, nurtured and qualified, it is ready for…

The sales process: 

  • Make contact – Get in touch and start building rapport.
  • Find the need/pain – Talk to the prospective client about his business, his issues, find out what problems he has that your product/service can help with.
  • Offer Solution – Show them how your product/service offers them a solution to the problem they have or how your product/service will benefit their business.
  • Overcome Objections & Close the Sale – Objections aren’t always a no, see them as a request for more information. 
  • Maintain your relationship – Keep in contact with the client, make sure they are happy. Happy clients will bring repeat business and referrals.

Businesses need a consistent flow of good quality leads in their sales funnel, so your sales team have plenty of opportunity to make deals, and increase sales revenue.

 A lead generation strategy is essential for a successful business. There are a number of ways to generate leads, some of which have been discussed in previous blogs. Take a look at 4 SME Marketing Tools  or 5 top SME’s off-line marketing strategies . What is most important is working out what works best for your business and having a plan in place to create consistent leads. 

However, don’t just think of leads in terms of quantity, quality is essential also! This is why it is vital to think long and hard about who your prospective clients are and the best way to reach them and what the right message is to send them. See my recent blog on being clear on who your target market is.

Once a prospect has been turned in to a lead, you can use them for various purposes such as data list building, e-newsletter list acquisition or for sales leads. A good lead generation plan and quality leads will not only increase sales, it will help generate awareness of your product/service, target desired clients and collect important information about prospects.Why not take a moment and consider whether you have a good lead generation plan (or any) for your business? If not, don’t panic, we can help you put one in place or maybe make improvements to a current one that isn’t achieving what you hoped it would. Contact us at Your Business Development Team and we’ll help you work out what is best for your business.

How to create a successful campaign plan?

Trial and error is a great tool for learning anything and that goes for your marketing too. We all spend a lot of time looking for lead generation tools that work for our business and when we find one, we hold on to it. At the same time, if we try something and it does not work, we strike it off our list forever. I think that it’s a good way to ensure you are spending your budget wisely and getting results.

So far so good but let me ask you two further questions:

  1. How much of your knowledge of success is based on your preference and comfort zone rather than on testing and measuring?
  2. When was the last time you reviewed your tried and tested lead generation methods?

These are really important questions to consider because,

  1. You should base your lead generation campaigns on your target market’s preference and comfort zone rather than your own
  2. New lead generation tools are developed all the time and trends and approaches are developed so reviewing your approach regularly is important

The beginning of the year is often when companies plan their marketing, so this month I thought I would share my approach to campaign planning whilst taking into account the above considerations:

Break your marketing into individual campaigns first and plan each one separately

Don’t go in all directions in one go; it’s much better to have two successful campaigns than five messy ones.

Set your new business targets by working out the following parameters of the sale:

  • Your average sale 
  • Your conversion rate 
  • Number of leads required 
  • Make sure your goals are SMART

Get a better understanding of who you are targeting. Consider things like:

  • Who is your ideal company and why?
  • What is the specific problem that you can solve?
  • Who do you want to speak to?
  • Where are they likely to go for information?
  • What questions are they going to ask?
  • What are your challenges in winning companies in this market?

Learn from your competition.  Do some research to find out:

  • Who are your main competitors in this market?
  • What are they doing to attract new business?
  • Can you offer something different?

Once you are clear on the above, look at tools and tactics:

  • What worked for you in the past?
  •  What can you do successfully using your own resources?
  • Are there any new tools you could use?
  • What is worth outsourcing?

There are many more things you can do but the above considerations are key to setting you off in the right direction. Many companies are set up to do their own planning successfully but if you lack resources or would like another pair of eyes and ears on the case, give us a call to discuss further. Find out more about our lead generation plans here.

Why you should be clear on your target markets for 2020

Before you do any marketing, it is vital you know your target markets, and when I say know them, I mean really know them, in detail.

Their age, gender, education, where they live, where they work, what they do, what they like and dislike, household size, income, what media they read, listen to etc

Why is this so vital? Well when you put a marketing plan together, you need to know who you are speaking to, how to get their interest and engage them and of course how to reach them. No matter how creative your campaigns, or how much money you spend, if you are speaking to the wrong people there is no point and a waste of your time and money. 

For example – would you place an advert for a mobility scooter in a magazine for Teenage girls! No, of course not, but you would promote the latest lip plumping lip gloss in one!

Once you have identified your market you are also able to craft messages that appeal specifically to different audiences within them. Even when you are selling fundamentally the same service or product you will still need to word things differently depending on your target audience.  For example, a Financial Advisor would need to tailor his message to an older person looking for financial advice for retirement differently than to a young couple looking to buy their first home.  

That’s the basics of it, and with digital technology in 2020 offering more sophisticated options to promote your business than ever before, you really do need to be crystal clear on your target markets to get the best and most cost effective results.

These days technology has made it much easier, not only to find out about your audience in the first place put also to reach them. Campaigns can now be aimed at very specific and niche audiences. To take advantage of this though you have to start with knowing as much as possible about the people you want to reach.

So, if you want to get the best results as cost effectively as possible you need to get total clarity on who your potential clients are. A great place to start would be at our target market planning workshop taking place on January 31st. Not only will this help identify your audience but show you the best way to approach them. Click here for full details

Join me on this workshop to learn about my unique and proven approach, to target market definition, and using it to identify and create your target market(s) in detail. 

We will also look at developing new markets to come up with a campaign plan and approach for your company so you can apply it straight away. 

If you would like to discuss target markets or planning a marketing campaign for 2020 please don’t hesitate to get in touch. yafit@yourbizdevteam.co.uk   

4 top SME marketing tools

There are several Marketing strategies available to SME’s, both online and offline, but it is important to decide which ones are best for your business. To do this you need to think carefully about who you are targeting. This in turn will determine what tools and tactics you should use.

In this article we looked at some digital marketing options. Of course, you don’t need to consider them all at once, but it is a good idea to have several marketing activities on the go to ensure a steady stream of leads.

Search Engine Optimisation (SEO)

SEO is the process of optimizing your website to make it easier for search engines to crawl or “read.” By making small changes to your site and developing content that focuses on relevant keywords, you can work to rank higher on the search engine results page and therefore increase opportunities to drive new traffic to your site.

Improving your SEO will help improve your visibility online by ensuring that new buyers can find you on search engines like Google.

Content Marketing

Content marketing is the process of creating and publishing quality content that is relevant to your target audience and provides value to them. It is important to know your audiences, challenges, needs and desires to develop good content marketing.

Content marketing focuses on the long-term, it helps build trust with your audience, promote a positive and foster powerful relationships with your leads and customers.

PPC Advertising/Facebook Advertising

PPC, or pay-per-click works just like it sounds, it is an online advertising model where you pay each time a consumer clicks on your ad content. Google AdWords is the main search engine for this as that is where most of your potential clients will be searching. PPC advertising works as a great supplement to your organic search efforts, allowing you to drive relevant traffic to your site immediately.

Facebook ads are a very effective and inexpensive way to advertise your products to nearly any niche audience, no matter what business you are in. Facebook allows you to target your audience very specifically.

E-mail marketing

Email marketing is a great way to stay top of mind within your customer base and send triggered communications to relevant customer segments.

Most consumers are not going to buy from you on their first visit to your website. So, it’s important to find ways to keep in touch with these potential clients. Once you have captured your visitors’ contact information, you can nurture these leads with e-mail marketing. E-mail marketing is also essential for keeping in touch with existing clients.

webinar invitation, or a special promotion.

I hope you found this useful though one of the main problems we come across when it comes to SME’s is the fact that they don’t do enough testing and measuring and spend their marketing budget looking for a magic bullet. If this resonates with you, we would like to invite you to attend our taster session for our new marketing workshops designed for SMEs. You can find more details and register here:

https://www.eventbrite.com/e/understand-improve-your-marketing-tickets-77266354747

5 top SME’s Off-line Marketing Strategies

Earlier this month, we looked at digital marketing strategies for SME’s. This blog details five additional marketing offline tools.  As before you need to consider what’s best for your business and think carefully about your target audience before deciding what may work best for you. Consider the following:

  • who is your ideal customer? 
  • How old are they?  
  • Where do they live? 
  • How they would look for your product/service?

Direct Mail

Direct mail marketing can still play an important role in your marketing strategy as online However you can’t just spam people and expect a return on your investment. Just like you need to compel people to click your blog post headline, you need to compel mail recipients to open your letters.  Be creative with what you send, make it standout. A coloured handwritten envelope for example is more likely to be opened than a standard typed envelope.

Telemarketing

Integrating telemarketing into the marketing mix especially in B2B marketing can be a highly effective means for generating leads and increasing sales. By integrating telemarketing before, during or after a direct or e-mail campaign, or digital project, you stand a better chance of creating a better impression, developing longer-lasting relations and gaining invaluable sales opportunities.

Business Networking 

Join a local business group. This is a great way develop relationships with like-minded business people. You can talk over ideas/issues, share referrals, find talent, and identify new opportunities and form strategic partnerships.

Referral Incentives

Referrals are one of the best ways to find new customers. Offer incentives to existing customers and staff to encourage them to get referrals for you. It doesn’t necessarily have to be monetary, get creative!

Distribute Printed Materials

Physical advertising can still be an excellent way to promote your businesses. Flyers and leaflets are a lot harder to ignore than banners and ads on the computer. Also consider including discounts or offers on them to encourage people to try you out. It’s a great way to encourage a customer to make that first purchase from you.

If you want help implementing some marketing strategies to increase leads in your business, Your Business Development Team can help.  In particular, this month, we would like to invite you to attend our taster session for our new marketing workshops designed for SMEs. You can find more details and register here:

https://www.eventbrite.com/e/understand-improve-your-marketing-tickets-77266354747

What does a healthy sales pipeline look like?

According to research by Vantage Point, 60% of sales managers say that their company does a poor job of managing their sales pipeline, how do you rate yours?

A sales pipeline is a visual snapshot of where prospects are in the sales process. Sales pipelines show you how many deals salespeople are expected to close in a given week, month or year and how close you are to reaching targets.

If you have a pipeline worth £100,000 in contract value and your conversion rate, from lead to sale, is 10%, then you can expect to close £10,000 worth of new business.

If your sales target is £20,000, then you will need to convert twice as many leads.

This is where pipeline analysis comes in. If you can identify improvements within your pipeline that will help you move more prospects from one stage to another, then you’re going to be more successful in your business.

For B2B sales in particular, having a healthy sales pipeline allows you to:

  • Improve your sales process
  • Forecast future business results
  • Analyse different sales strategies for your business,
  • Review your progress for the current financial year
  • Know how far you are from your targets.

A sales pipeline plays a key role both in closing more sales deals and indicating the overall health and future direction of your company. Here are a few tips to manage your sales pipeline.

Follow up, follow up, follow up.

Buyers today have more choice than ever before and with it, they need more help to make the right decision and choose your product or service. The best sales people will make sure they keep following up with leads and keep following up.

Focus on the best leads

Concentrate your efforts on the best, most sales-ready, high value leads.

To help, you could sort your sales prospects from high to low, instead of by date so you can instantly see which leads are most valuable. Also, if you view your sales activities for each lead, you can identify which prospects are the most engaged.

Let go of the dead leads

It is important to know when to let go of a lead. A lead is dead when they clearly tell you they’re not interested. If you can’t contact them, or you’ve spoken to them repeatedly but have not been able to move them forward.

Recognise these dead leads quickly so you can move on. 

Regularly monitor your pipelineYour sales pipeline is changing all the time so you need to monitor the key sales metrics. This includes things like:

  • The number of deals in your pipeline
  • The average size of the deals in your pipeline
  • The average percentage of deals that you win (close ratio)
  • The average lifetime of a deal before it’s closed (sales velocity)

These metrics give you an ‘at a glance’ view of the health of your sales pipeline and your business.

Review pipeline processes

The best sales organizations regularly review their sales pipeline and techniques to make sure things are optimized to ensure maximum efficiency and success.

When it comes to the sales process, each stage can be looked at and adapted/improved over time. This can be done one bit at a time!

Keep your pipeline updated

Don’t let your sales pipeline can get messy and confusing.

It is important to keep details up to date on every single lead by adding regular notes and information for each stage of the sales process. This does mean more admin time, but if you use this time to remove dead leads or update outdated contact information, then it’s time well spent.

Above are just a few good practices for managing your sales pipeline, there are more!

If you would like to discuss ways of improving yours Your Business Development Team would be happy to have a chat and see if we can help.

And please share this article if you’ve found it useful.

How do you know which half of your marketing is working?

I assume many of you have heard this before: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” John Wanamaker (1838-1922).

Although this is an old quote, it is still very relevant and represents a source of great frustration for many companies. Marketing often seems like an endless pit which you must continue to spend on, regardless of the results you might get from it. Indeed, many companies I meet want us to provide guarantees that we can deliver results. To the marketeers and sales people that might sound problematic, however, not to an engineer who might spend 80% of their time ensuring processes deliver expected results.

This frustration leads many companies to decide not to spend any money on marketing and rely completely on existing clients and referrals. I think this is a case of throwing the baby out with the bath water. The good news is that there are many things you can do to measure your marketing results. Here are a few examples:

  1. Use a CRM system which has an effective dashboard, providing you with an overview of your pipelines and sales opportunities. Make sure that you are including an accurate picture across your sales process, for example new leads, prospects and opportunities. This means that you will be able see an accurate picture of your sales funnel.
  2. Use Google Analytics regularly to evaluate your website performance. Although it takes time to get your head around it, you can find a wealth of information from traffic fluctuation, website usage and sources. If you don’t have the time to do this yourself, ask your marketing company to help or get training.
  3. Ask for reports on any marketing activity you outsource and set up reports for any activities you carry out in-house. From Excel sheets to sophisticated tools such as Keyhole or Hootsuite, find the tool that works for you and use it.

 This is all very well and might help with the initial discussion, but today, statistics and numbers are relatively easy to get hold of. The real question is what it means and whether it’s any use to your business. Let’s say that you have had 500 more people land on your site through Social Media in quarter two; does this mean you are going to hit your sales target this quarter? Of course, the answer is, not necessarily, which brings us back to square one…

What can you do then to understand if your marketing is working?

Here is what I recommend:

  1. Have a plan and a strategy that you update regularly
  2. Get close with your marketing and understand how it works and what results it brings
  3. Ask the right questions about your results
  4. Be patient and realistic about time scales
  5. When in doubt, bring in an expert

 Hope this is helpful. As always, if you are looking to discuss your options or just for some advice do get in touch.

What is your favourite B2B marketing strategy?

This week I have discovered that there is definitely something about the North Sea air that really clears your thoughts. I assume it’s the cold wind that hangs around even on a lovely sunny day. I am sat writing this during our summer holiday to the Scottish Island of Islay, a very peaceful and beautiful place indeed. We have just had a picnic and as you can see from the picture, I am ready for the Scottish summer. This means that my family can run around and enjoy the rock pools whilst I stay warm enough.

This brings me to the point of the Blog today which is all about diversifying and working with the conditions you are faced with. We all have a favourite marketing strategy which we tend to believe works for us. For some people it’s e-mail marketing, for others it’s Blogging and for quite a number of SME owners it’s repeat business and referrals. Fundamentally, there is nothing wrong with this. If you have been in business for sometime you must be doing something right. 

Having said that, I believe you need to consider two important elements besides whatever it is that you think is working for you:

  1. Market circumstances do change and being able to foresee this in advance can help you prepare and diversify to ensure you are ready for the new situation.
  2. Measuring your results is very important as there is often a big difference between what you think a tactic is generating and what you actually get.

Just in case you haven’t considered the above before, here are a few things you can do going forward:

  • Changes to the market: None of us have a crystal ball but we can still react to change and create a plan B using a variety of tools such as:
  • Developing possible scenarios and analysing how they might affect both growth and business retention
  • Identifying some low-hanging fruit which are relatively straight forward opportunities you can capitalise on
  • Considering new products or services 
  • Considering new markets to tap into
  • Increasing your reach in your existing market 
  • Measuring your results: This is never an exact science but its is important nonetheless. Here are a few things you might want to consider:
  • Get to know how to use Google Analytics better
  • Learn how to use digital analytic tools for your Social Media activity
  • Make sure you and your team are using a CRM system to record any sales activity 
  • Run some surveys with existing clients 
  • Ensure you always ask new people where they heard of you

These are very broad ideas and I am sure that you and your team can come out with much more specific strategies. When you have, we will be very happy to support you in taking your new ideas to market. Click here to get in touch.