Lead Creation, with the help of R&D grants from the government, have tested and refined their techniques. Lead Creation does this for all our B2B clients in a diverse range of industries. Lead Creation's mission is to build B2B sales relationships and grow sales funnels using B2B social media marketing.
Often business owners can’t distinguish between the following marketing terms…
** Taglines; Positioning Statements; Elevator Pitch; Your Story **
Therefore they tend to brush them off as the ‘same thing’. This Post explains the difference between these terms and so provide a better understanding of how to implement them.
Tagline: A short description of what you do or sell. It summarises the overall benefit or outcome of your offering and is ideally intriguing and memorable. It usually appears below your company name and logo. For example, Lead Creation’s tagline has a powerful promise and is memorable: “We get your prospects talking back”.
Slogan: A short and memorable phrase that will be associated with your brand
Elevator pitch: A succinct, persuasive sales pitch. At Lead Creation we believe the pitch must start with your short Tagline of 3 to 8 words that answers “What do you do?”. It then continues to amplify on that (often by saying “How we do that is…”) Note: This ‘marketing’ definition is very different to the much longer ‘Pitch’ aimed at venture capitalists and angel investors when seeking business funding.
Positioning statement: The expression of how a service or brand fills a consumer need in a way its competitors don’t. Positioning is the process of identifying a niche for a service or brand and becoming established in that niche. A shorter version: ‘Marketing that defines a product or brand in the consumer’s mind’.
Have you ever seen an exhibitors booth at a Tradeshow and had no idea what was being sold? Or asked someone what they do and had no idea after 20 or more words were sprayed over you? They sure needed a Tagline!
Keep an eye out for our next blog where we share the tips for creating a remarkable tagline – your ‘ideal client’ attractor!
To Find out How to create the perfect Taglinefor your business…
It’s true that sometimes we Aussies cringe at American advertising – those ludicrously sparkling white teeth on toothpaste ads, the hairspray models, or the cuddly dogs on toilet paper commercials.
We are perhaps closer to the Brits in how we like to market our products and services, and are wary of ‘over-selling’ it; many of us drawback if we sense that we are being sold to.
However, the so-called founder of modern marketing and PR, Edward Bernays, grew up in New York; and many of the best marketers around today are from the US, establishing and promoting methods, approaches, and tools that many of us take for granted.
In fact, most of the current social media marketing tools like Twitter, LinkedIn, Google, Instagram, and SlideShare are all from west coast USA, and Facebook was first launched out of the east coast.
So we really should be listening to the Americans, as they know their stuff with marketing.
Here are five things Australians can learn from their cousins over the big pond.
The numbers matter
Americans are great at breaking things down into numbers. For whatever reason, this makes it easier for them to arrive at ROI figures and make the business case that is often required for marketing strategies to receive the necessary funding to get off the ground. The analytics and the cold hard data are as important to marketing as the creative side, and Australians need to improve this element of marketing.
People like being marketed to
You may disagree with this statement if you are getting promotional telephone calls at 8 pm as you are sitting down for dinner. But Americans do understand that, at the right time and in the right place, with the right product and the right salesperson, nearly everyone appreciates good marketing and even enjoys the experience of being marketed to – yes, even Australians.
Don’t be scared by the word ‘No’
We hate rejection, don’t we? The best salespeople are not scared of rejection and take the word ’no’ as a challenge to rise to. Not taking ‘no’ for an answer and being able to pick themselves up after a so-called- failure is something Americans do well, and us Aussies can learn a lot from.
Be ready for opportunities anywhere
Americans are always ready with their ‘elevator pitch’ in case they get trapped with a potential client! Australians are yet to grasp this idea and feel a little uncomfortable talking about what they do outside of formal business gatherings. Networking is a skill that the average American businessman, not to mention marketer, excels at, and they always seem ready to use all the weapons at their disposal.
Competition is OK
To say that Australians aren’t competitive would be ridiculous – just ask the English cricket or rugby union teams. The average Australian is very competitive in the right spheres (like a sports field) but when it comes to business we are less so; some might even say that we suffer from ‘Tall Poppy’ syndrome, where success is resented to an extent. Americans, on the other hand, understand market competition and embrace success – they want to be number one and are not afraid to admit it.
We’re not saying you should get out your stripy, star-spangled banner – our own star-spangled banner will do. But the above are a few lessons us Aussies can learn from American marketers, seeing as most of us are using American-made marketing tools every day.
The new year is well and truly with us but there’s still time to stay ahead of your competitors and keep up with the trends in Business to Business (B2B) marketing. As they did in years past, marketers need to continue to deal with factual growth and return on investment (ROI) demands this year.
The following market trends emerging so far this year ought to be integrated into your 2018 marketing strategy:
1. Automated marketing
Business owners and managers would love to automate their everyday B2B marketing tasks to save time, and it is possible. Using marketing automation allows you to make repetitive tasks automatic to improve productivity, remove monotonous daily tasks and increase profits. Marketing automation is aimed more at nurturing prospects rather than selling them anything.
2. Content marketing
For years now, content marketing has been a favourite way to foster and gather leads in the B2B industry and as the journey to customers lengthens, companies will have to deploy a lot of research on the varying stages of the consumer life-cycle. A very effectual way of educating potential customers about the best methods for B2B industries is content marketing.
According to the 2017 benchmark by the Content Marketing Institute almost 90 per cent of B2B marketers use content marketing as a basic component of their online marketing plans and a mere 37 percent have documented their content strategy. And according to those benchmarks, not having a strategy is the main reason content initiatives are failing. It’s important to measure your content marketing ROI as well as having effective content initiatives.
Set your goals via content marketing and measure them with key performance indicators (KPIs). Yes, content marketing is less expensive but it certainly isn’t free. Measuring ROI means calculating the cost of producing content and editing it and you’ll also have to measure varied things such as traffic, customer engagement and brand awareness acquired through content marketing and also revenue and sales.
3. Personalising content
Yes, it’s true that personalising content is a well-accepted tactic in marketing among a lot of B2C websites, many are still slow in adopting it. It’s rather surprising because across all industries you’ll find tactics such as personalising emails is common. This can be because of a lack of resources, technology and data. With automation tools personalisation is affordable for small businesses and it helps you to boost account-based marketing tools so to make your content initiative attractive 2018, you must provide powerful content on your website.
4. Marketing on LinkedIn
Generally, social media has been seen as a lead generator for B2C marketing, but now marketers are shifting their focus onto social media to communicate with and educate possible prospects. Just as in previous years, LinkedIn is will no doubt beat other social media routes for B2B businesses. After Microsoft bought LinkedIn in 2016, the platform has released tonnes of features geared toward making it the most effectual and cost-effective way to reach B2B audiences. For instance, LinkedIn’s InMail Analytics features can help you boost your whole team’s performance and get more responses. More data-driven decisions are being made by B2B marketers with LinkedIn than ever, with the trend likely to make more headway throughout 2018.
Don’t fall behind; it’s a good idea to invest in LinkedIn marketing now because social media sales have moved beyond being an experimental proposition and is now the new industry standard for B2B selling.
Technology is rising exponentially and the possibilities are endless for B2B businesses to connect with their prospects so if you haven’t already hopped on the social media bandwagon and integrated these new trends in your planning for 2018, it’s not too late. If you’re well-prepared and embrace change early, you’ll be the one to reap the early benefits.
Alex Morrison has been an avid digital marketer for over 10 years. In this time he has worked with a range of businesses giving him an in depth understanding of many different industries. As the owner of Integral Media he is now utilising his knowledge and experience with his rapidly increasing client portfolio to help them achieve their business goals.
Referrals are valuable. However, nothing of value will (regularly!) just walk in your door, so…
1. Have a Clear Plan with SMART (Specific, Measurable, Achievable,Realistic,Timely) goals – as you need for all areas of your business.
2. Just Ask! You’ve done everything right. Your client’s happy, you’ve met their needs but
they’re not referring you. Why?
Everyone who manages a business is always busy so your needs are not their priority. Take the initiative and just ask for them. Don’t allow your rejection fears to stop you from asking.
You must ask yourself a few questions…
Have I earned the right to ask for a referral?
Is my service worth it?
Have I gained their trust?
Once you assure your clients that you offer a valuable service and you’re trustworthy, referrals will eventually come.
3. Offer an incentive. Even if they think your services are great and you’ve asked for a referral,
many clients still won’t deliver. Entice them: everybody loves something for free! Whether it’s a discount, free upgrade, extra service or even a small thank you gift such as an event invite, it all helps.
Be careful, however, as valuable gifts such as an iPad or a weekend in a resort will rightly be seen as a bribe and is a bad look. It cheapens you and may raise doubts about whether you are truly referrable.
The only way to avoid this is to offer more of your service as the gift. The logic is simple — if they like it and value what you offer, they’ll want more of it. It remains an incentive, but is much less likely to be seen as a bribe.
At Lead Creation we usually offer to fix an element of their marketing — something that delivers an immediate impact to their business.
4. Make it Easy for your Clients
Inform them about what’s a suitable referral for you. A brief statement about your business objectives, your services and the benefits you provide is essential. Also, creating a clear description of your niche is necessary, so that people know who to refer to. This saves your clients a lot of time and effort — and therefore makes referring you an easy task.
To illustrate this, Lead Creation’s niche and value is…
“Medium to large B2B companies in Professional Services and IT located on the East Coast. Also, B2B startups with venture funding — we love this blue-sky work!
Within that niche, companies who regularly exhibit at Expos as event marketing is our USP.
Most importantly, we don’t just tell our clients what to do, we implement it at less than 40 % of what our competitors charge.”
So those are your golden rules!
To know more about how to get a flow of referrals, book a complimentary 10 minute…
Powerful Tips to get a Flow of Referrals
A Referral is a great way to start a business and grow it. Sales are always much easier when you are referred by someone else. Essentially you are ‘borrowing their trust’!
Here are some tips to get you started:
Give referrals to your existing clients and show them places where they may be able to get new clients. Make it look like you are not expecting anything in return.
Always ask for feedback to improve the service you provide. Asking your clients simple questions will lead you down the referral path. These questions can include:
What could we be doing better?
What have we done right so far?
How satisfied are you with our services?
3. Last but not least, use your existing networks to get more referrals. Your network is probably your most valuable untapped resource.
To know more about how to get a flow of referrals, book a complimentary 10 minute…