- So what changed your life this year?
- Who and what made an impact on your 2014?
What, people who pay me money aren’t necessarily right for me? Surely not.
One of the hardest lessons I’ve learnt over the years is that our business doesn’t suit everyone and everyone doesn’t suit our business. The problem I have is that as someone who has a fairly high need for approval (I like to be liked), I’m first to jump into situations I feel need saving and while good at this, its not always the right thing to do.
Customers, clients, people who aren’t right for your business cost you money, time, stress and the opportunity cost of doing better business. The question is can you recognise when to lay your hand down? Can you work out when someone elses pair just made a set on the flop to your pair of Aces?
So why wouldn’t someone be right for your business? Ultimately it comes down to mis-aligned expectations. Usually these revolve around money, service and process in the business to business world. For example a client who wants everything for nothing is not a good match for us. A client that doesn’t want to work in partnership but wants to dictate the relationship isn’t a good match for us either. Recognising these traits early can save thousands of pounds.
When you know the attributes of your ‘on-profile’ client type you can seek these people out and attract them to you. For more about Inbound Marketing Persona’s and Inbound Marketing check out this video I did a few months ago.
In summary then, I’d strongly suggest spending some time thinking about what makes your perfect client and building your inbound personas. If difficult situations arise and you need to make tough calls for your business you’ll be armed with facts on whether someone is worth fighting for or not.
While its hard to turn away business and especially hard to put business down that’s already been won, when it turns sour, sometimes its the right thing to do for all parties.
Now Your Thoughts
Image courtesy of: https://www.flickr.com/photos/julierohloff/
Afternoon all. I trust you all had a fantastic start to the year? I’m sure, being driven people, that your goals are set, you know what you want to achieve in 2014 and now its just a case of making it happen.
As the owner of a digital agency in Exeter I want to cover a few ideas for things you should look to implement within your digital strategy this year. If you take on board just a couple of these you’ll be ahead of the majority of the crowd. I know you guys are always looking for the edge, so please enjoy.
Explore the world of Conversion Optimisation (CRO/Split Testing)
Offering up different versions of the same page on your website in order to see which converts the most is an extremely valuable technique to master. Even if you don’t sell online (where huge returns on investment can be seen), you should split test any enquiry forms on your site. Get your agency to do this for you and work with them on the results.
Start practicing Inbound Marketing
Another big trend for the year will see the tracking of customers through your websites, taking a look at what they are downloading, where they spend time and mashing that all up with their social profiles and historic browsing history so you can personalise their journey. Check out industry leaders like Hubspot and Pardot.
Ramp up your Content Marketing..but make it worthwhile
Content marketing is still an important part of your digital strategy and should fuel your Inbound Marketing funnel but it needs to be good. Theres too much content in this world so make sure what you create is better than everyone else in your market. Aim for things that are shareable through social media. Video, best practice guides and content which anticipates and answers your prospects questions should all feature highly.
Setup Email Autoresponders
Its a simple, yet quick win. By linking your website up to a decent email marketing system (MailChimp, OptixMail, Constant Contact etc) you can set a series of automated emails to go out when someone fills out an enquiry form. These are called autoresponders and go out at pre-defined time periods. Obviously you don’t want to spam people but a casual thank you email followed by a top tips email a week later might go down well and make you look switched on.
Get your social policies and strategy in place.
If you don’t want to fall into the same trap as the University Professor who tweeted about Obese doctors last year then make sure your team know what’s expected of them when interacting online. Social provides huge opportunities for your business but its your responsibility to make sure your team know the boundaries.
Fire up your digital presence, enjoy your 2014 and let me know when you get some significant wins.
Oh and Happy Easter
Image courtesy of https://www.flickr.com/photos/jefthomas/
–Update to Post Mar 2014–
For many years us marketeers have focused on outbound marketing. A one-way message, attempting to buy people’s attention. Think Radio, Think Advertising, Think TV Adverts. With Inbound Marketing the focus switches to ‘earnt’ attention. By providing your prospects with something of value they give you permission to keep marketing to them. For example, giving away tips in a blog article/whitepaper, which your prospect finds via Google is a good form of Inbound Marketing. They like your content, it sounds like you know what you’re talking about, so they subscribe to your blog feed and in turn give you permission to market to them in the future. A powerful way of creating a relationship with someone who was a stranger only minutes before. You’ve ‘earnt’ their attention.
This is the first step.
True inbound companies work on converting these people into customers, taking them on a journey down a sales/marketing funnel (still providing value all the way). This is called lead nurturing. This can consist of email auto-responders; automated emails which keep giving you more information/help/advice, conversion optimisation; different formats for the same pages on a website, tested constantly for the best results and even dynamic content; if I know you’ve downloaded a document before from my site and you’ve given me your name, I might put a personal message for you on my site the next time you return.
The first step to becoming an inbound organisation is to work out your customer personas. You may have two or three for your business depending on audience types/number of products etc. In my business, one of our personas is Bob. Bob is the managing director of a successful business turning over more than a million pounds a year. He has built the business from scratch and is fascinated by marketing. He’s a true salesman and sells his business better than anyone else. Bob is interested in marketing because he recognises that it’s the route to take his business to the next level. He’s an enthusiastic chap who knows what he wants and looks to employ the best people for the job. He doesn’t try and drive people down on price because he appreciates quality. He calls his suppliers partners.
Now when we create marketing material we think of Bob. Would this blog article be of interest to him, would this letter we’re sending out get through his PA? Is this whitepaper going to be something he prints out and takes home to read at night? Your focus on marketing becomes more defined and less time is wasted trying to appeal to all.
As clichéd as it might sound, sharing is caring in this world. Create remarkable content that people want to talk about and tell their friends to check out. This is the way of an inbound organisation, is it the way of your organisation?
If you’re practising Inbound marketing I’d love to hear your stories in the comments. How is it working for you?
p.s. Hat-tip to Hubspot who are the masters of this world and coined the term back in 05/06. Love your work guys.
Wow – firstly just need to say this is my 100th post! Boom! It makes writing to thin air in the early days seem worthwhile when you hit milestones like this. Thanks to Dave at Optix for pointing this out to me!
So last week I attended Inbound Marketing 2013 in London with my digital marketing team at Optix Solutions. A great day put on by Deeply Digital and Hubspot. The various speakers covered everything from the basic principles of Inbound Marketing (more on that to follow), to how your sales team needs to adapt to an inbound world, to an excellent presentation on conversion rate optimisation by Will Critchlow of Distilled.
As with all these events, they often leave your mind whirring and if you’re not careful you can write down so many things you want to implement, that you don’t end up doing anything. In order that I don’t fall into that trap myself I thought it may be useful to share a few key takeaways with you.
1). Inbound Marketing is more of a philosophy than I’d realised. It all starts with working out your buyer personas (you can have a few). These are not generally demographics but behaviours of your buyers. What makes this persona tick, how do they feel about working with you, what problems do they have that you can solve. The next stage is to create your content plan based on these personas. The next and possibly most technical stage is bringing context into play. Inbound marketers are constantly learning about their users and offering up different experiences online depending on these. A user viewing a website for the first time will see different landing pages than one who has perhaps already downloaded your latest ‘best practice guide’. According to one of the speakers a great example of this was demonstrated by the Wall Street Journal who were able to work out their influencers, lower the pay wall for this group and in turn drive more traffic to their site. True Inbound Marketing at work.
2). Sales (and in fact your entire team) must engage very differently in an inbound world. Brian Halligan, CEO of Hubspot believes that in today’s social world, prospects of B2B companies are anywhere upto 70% down the purchasing funnel before they even pick up the phone to you. They’ve done their research on your company and products. They’ve read reviews, looked at your social media presences and probably looked up your staff. By the time they pick up the phone to call you they’ve made up their mind about the type of company you are so it’s vital your sales team understand this and treat them with the respect they deserve as an informed buyer. This needs to cascade down the entire ‘inbound organisation’ says Brian. Once the sale is made, the whole team need to be consistent in the type of relationship your company has built with them. The message was clear: Sell with integrity, sell with trust, listen more than talk.
3). My final takeaway was around how much management of staff has changed in the last 40 years and how this impacts anyone who employs a team. Brian showed us this fascinating table of his take on culture change in the last 40 years.
|Tenure||Whole Career||6 Years||18 Months|
For people who have lived their lives managing employees from one of the other generations (probably a large proportion of board level directors I’d guess) this leaves an interesting challenge. They must seek to understand their younger workforce and consider the overall makeup of their business if they are to continue getting the most from their team. So what does your staff benefit list look like? Does it impact across the company or just one sub-set of your team? When was the last time you even looked at it? I’m off to look at mine now!
Some great takeaways, some of which I have action points on already. If you can make it to next year’s conference I’d wholeheartedly recommend it.
Sales can be a dirty word to a lot of people. For me, it’s the life blood of any company, after all without sales, you have no work and without work you have no money. SO I’m sorry folks, if you were thinking of starting your own business and thought you could side step this one, you’re going to need to be incredibly lucky or have invented the next big widget that everyone wants!
I’ve been selling for 13 years. I started when I was just 19, in Exeter (UK) in a world that was dominated predominately by guys that were 40+ and had been in business as long as I’d been on this earth! A scary place and one that I made lots of mistakes in. Here are a few tips I’ve learnt along the way.
1). Qualify, qualify, qualify
When you get to that wonderful point where people start making enquiries, you need to qualify whether they are a fit for your business. The gut reaction is always to take anything that comes your way (especially when you start out). The truth is this leads to lots of unnecessary running around for nothing, dealing with people who don’t respect you and bad business. It may well be that you need to pay the bills but my honest feeling is that if I had my time again, I’d have spent a significant amount of time working out who to target and going for them rather than the scatter gun approach I used back in the early days. Does your sales process include a qualifying step?
2). Make friends
It’s a cliché to say that people buy from people. That said, it’s completely true. If you can’t bond with a prospect within 10 mins of meeting you’re going to struggle. No one wants the sleezy sales person with all the answers (did we ever want that?). We want someone human that understands our needs, our problems and then demonstrates knowledge and the skills to help us with both. Quick tip: When you first go into someone’s office, take a look around the walls for things you might share in common; pictures showing a certain sports persuasion, certain types of books, posters or pictures. Don’t go overboard or change the lifelong football team you’ve supported to that of theirs – it may just be that when the time is right you can bring something less sales related into the conversation and take the pressure off the meeting.
3). Talk openly about money
How many times have I sat there talking to someone I thought needed a website and in my head I know this project is 10k but after two meetings and a proposal I’ve found out they only have a budget of 2k? Too many to embarrassingly mention! How about using a line like this to get you started (yes in your first conversation). “So John, I just want to make sure we’re on the same page here. Our ecommerce sites start at around the 10k mark. There are cheaper alternative options which certainly have their place in the market. Before we meet to discuss all the exciting functionality, how does that sit with you as I know neither of us would want to waste the time of the other?”. You need to work on delivering this in a nurturing way but it can be done and it will save you days and days of wasted time.
4). Build relationships
There are lots of quotes about how much easier it is to sell to current clients than it is to secure new business. Some say 5x, some say 7. Whatever the true number is, you need to work out a strategy for building your client base and selling within it. I tell you one great way of keeping clients loyal – look after them. Amazing isn’t it! Don’t look for the quick buck, keep an eye on their needs using social media sites, be there to help them when they need it. Try and hook them up with your other clients, try and find them sales without the expectation of getting something back in return. Don’t allow yourself to get so blinkered that all you do is look for that next new sale or you’ll make really hard work for yourself.
In this day and age, my clients and prospects can connect with me in many different ways and where possible I always do my very best to respond quickly. They can get me on Twitter, LinkedIn, Email, Google+, my mobile and a number of other places if they want. I don’t turn off at 5:30pm (maybe a bad thing in some people’s books). I’m available because I want the edge and if that edge is helping someone after hours because I can then I’m there.
6). Become a student
…of your industry. Sales these days is about positioning yourself and becoming a trusted advisor for your clients. If you’re the goto guy for something (a product/service etc) because you know the most about it and how it can be used to solve your client’s challenges then you’re going to make sales. If you simply turn upto work, make a few cold calls and go home at 5:30 then good luck to you, I’ve got a felling you’ll be looking for work elsewhere soon.
I’m interested, do you consider sales a dirty word? What are your experiences of selling and can you add any more tips to this list which will help the people reading this?
1). Firstly a website is just the start of your online presence. So many people rock up to a project thinking about their budget in terms of the capital outlay on their website. They often don’t consider the marketing and comms resource they’re going to need to put into getting it off the ground. The website you create for your business/service/product should really be the start of your online journey so make sure you’re ready to budget just as much (and probably a lot more) on what happens next.
2). Is Google important to you? Goole drives around 90% of all UK web searches. In industry terms that’s a ‘bucket load’ and can’t really be ignored. If you want your website to show up in search then there are a number of things you need to consider and to be perfectly honest although there are a number of things you can play with yourself (I wrote about this topic a while ago here), it’s probably an area that you want to talk to an agency that specialise in if these results are critical to your success.
3). Where does Social Media play a role? Unless you’ve been blanketed from the world for the last few years you can’t help but notice that we live in a far more connected world than we used to. Our lives are being dominated by the large social networks – the likes of Facebook, Twitter, LinkedIn and Pinterest seek our attention and allow us to feel more connected than ever before. As a business you need to consider your audience profile and then work out where they hang out. If Facebook’s not right for your business then don’t worry about it – spend your time wisely, you don’t have much of it.
4). Get clever. In the world of email marketing we have these things called auto responders. They are essentially automated emails, triggered on an event. When you create a website consider bringing these into play (most web agencies won’t recommend these unless you ask by the way). Set them up for when people fill out your contact form, signup to your newsletter or download your latest whitepaper. Oh really? You don’t have a whitepaper?
5). Create compelling content. If you want to be found/shared/loved/evangelised/bought from you need to be better than the rest and one way to start this process is by creating compelling content. Things like whitepapers, ebooks, blog articles, infographics, videos all help to get you out there. Your mission however is to try and create things others aren’t. By the way, a by-product of this point is also more success with point 2.
The guys over at Optix Solutions (a digital marketing agency I co-founded) are mustard at the web projects – give them a call if you want any advice on 01392 667766. If you’re after email marketing help connect with @olyharisson on twitter who heads up OptixMail – he’s the master.
Now Your Thoughts
Photo courtesy of: http://www.flickr.com/photos/striatic/
Today I have a guest post from a guy that I consider a close confidant to my business and me personally. I’ve worked with Andy for over two years now in the areas of sales and management. He’s delievered huge value to my business as a coach and trainer. Andy is, in my view, the sales and management guru in the South West. In this great post he talks about a particular favourite topic of mine, failing! Take it away Andy.
When was the last time you failed, didn’t complete an important project on schedule, fell short of achieving a meaningful goal or simply didn’t accomplish what you set out to do?
If you haven’t failed lately, that’s unfortunate. Because accompanying every failing experience is an opportunity to learn and to grow. People who never fail are, for the most part, people who never take chances. They typically don’t set goals, or if they do, they are ones which are easily achieved or within their capabilities. Those people rarely suffer major disappointments but at the same time, they rarely accomplish anything great.
Life is richer and work more fulfilling when you set goals that take you out of your comfort zone – when you have something challenging to aim for each day.
But you can’t set goals, especially stretching goals unless you’re willing to risk failure.
Because you won’t succeed at everything you set out to accomplish, even after several attempts. But don’t let that scare you – a valuable lesson will have been learnt.
If you’ve been afraid to take risks, afraid to fail….STOP. Think about what you’d like to accomplish in life, what you’d like to be known for, where you’d like to go and the relationships you’d like to have. Take time to let the idea of moving your life to another level sink in.
Identify the steps or tasks necessary to accomplish each of your goals. This gives you a sense of control over the outcomes and allows you to work steadily towards success.
Challenging goals can make the difference between a mundane life and an exhilarating one…but only if you’re willing to risk failing. Are you?
You can find out more about Andy here.
Photo by fireflythegreat