How to Create a Behavioural Email Small Business Marketing Strategy

Posted by frank harris on 13/07/18 10:32

emailmarketing 0618Even in small business marketing we can learn a lot from those large company surveys.


According to a MarketingSherpa study, 39% of marketers said that “automatically sending emails based on triggers” is the most effective tactic for improving email engagement."


And yet, an Econsultancy survey which asked marketers “Which of the following practices are a part of your email marketing efforts?” found that only 20% of email marketers use behavioural targeting.



Behavioural email 

Sending targeted emails to your contacts based on their actions and behaviours, is one of the most valuable email strategies an inbound business can adopt.


But, a lack of technical know-how can make doing behavioural email a difficult task. To make things complicated, there’s little education on behavioural email for small business marketing.


This article will explain the basics of behavioural email marketing: what it is and how you can implement it effectively for your business.

The Basics

Behavioural email is the practice of sending automated, targeted emails to the contacts in your database based on their interactions with your company across multiple channels: social media, email, your website etc.


Basically, every interaction that a user has with your company should have an expected and appropriate reaction.


In a traditional email campaign, we develop an offer like an eBook, infographic, or whitepaper. Then we create a segment of people that might find that offer valuable and email them.


Behavioural email is about adopting a user-focused approach to sending email. I.e., it’s the actions of your site visitors that dictate what emails they receive, after opting in, not a decision made by you.

The Framework

Now that we've defined what behavioural email is and why it matters, here is a three-step framework for implementing behavioural email marketing as part of your small business marketing strategy.

  1. Track how people interact with your business online

The first step in running an effective behavioural email strategy is to study exactly what activities you can see, interpret and act upon. After all, you can’t send behavioural emails if you don’t know the which behaviours to use as a trigger.


You have many channels at your disposal to attract, engage, and close people into customers: website, social media, email, webinars, conducting surveys, etc.  


Each channel is a chance to listen to users, learn more about them, and start a conversation based on what you gather. This means that you need to track, store and surface information about your visitors.


Your contact database is the nerve centre for all your inbound efforts. It works like your brain: listening to inputs, interpreting them, and deciding how to react.


Following that analogy, the contact properties would be the collective knowledge and memory stored in your brain. Contact properties store information about people like:

  • website activity
  • email engagement
  • social media activity
  • form submissions
  • conversion information
  • data from other integrated software.

You can then use that information to send emails to people based on this activity.

  1. Determine the actions a user might take

Behavioural emails are effective because they are triggered based on a prospect’s behaviour. As a result, these emails are almost never a surprise. They are an expected reaction to an action taken by a user.


That’s the true power of behavioural emails - they are activated by the user, not the marketer.

The decision we must make is which user actions to react to. Here are three worth considering:

  • Form submission for eBook/content: send a transactional email confirming a download
  • View specific content on website: send targeted follow-up content. E.g., if someone views your case study page, send them one of your more popular case studies.
  • Engagement/lack of engagement emails: Send them an email with another CTA or run a contact-re-engagement campaign.

Other actions you might consider as starting triggers might be active engagement on social media, subscribing to your blog or reading a specific blog post. This is where knowing your contact database becomes important. Once you know what you can track, creativity is your only limitation!

  1. Start a conversation with the user based on that behaviour

So you understand what information your database tracks and stores, and you’ve identified some of the most important activities a user might take. The final step is to write a compelling email so you can start a conversation with the user based on that behaviour.


How can you make the most of the behavioural emails? By taking advantage that behavioural email exists at the centre of three important email best practices:


behavourial email marketing 0618


When you set up a behavioural email, you create a personal experience. You’ve essentially created a segment of one - the holy grail for email marketers.


Consider the social media messages you send, or the blog posts you write. They are the same for every reader. Using email taps into your contact database, which means you can make it highly personal.


Behavioural emails take that concept to the next level by creating a response to something a user just did.


Are you ready though for behavioural emails or are you still in the “batch and blast” stage? If so then look at the following first:


Lead Generation using  your Website and SEO


Tags: small business marketing, behavioural marketing, behavioural email marketing, segmentation, email segmentation, small business marketing strategy

14 Safety Measures for B2B Content Writers

Posted by frank harris on 12/07/18 15:24

content marketing targetIf one of your team is new to B2B content writing, here are 14 potential pitfalls.

  1. Common Grammatical Errors

  • Know when to use 'less than' and when to use 'fewer than'. Here's a guide.
  • Remember a brand is singular.
  • Check your personal pronouns, are they the object or the subject of the sentence?

Remember descriptive grammar means that if you and your readers are reasonably happy, that's what matters (not the rules) e.g., ending my sentences with a preposition is not something I worry about.

  1. Don't Contravene Copyright Law

If you're not using your own images, ensure you source a copyright free one. This may be an image with CC0 applied, meaning you can use it without accreditation. Or, it could be an image with some rights reserved, perhaps requiring you to attribute it to the original author.


Wikipedia is a great source of imagery, as is Flickr.


But be careful, Wikipedia and Flickr images will show up in search but you'll only be able to see the details of their licenses if you click through. 

  1. Avoid Time-based Confusion

If you're writing a piece of evergreen content don’t date it with references to the current year.


The article will have a publish date on it, but if you refer to 2018 in the opening line, a visitor in 2020 might click elsewhere for fear of outdated information.


Conversely, if you're writing a topical piece, you probably want to achieve clarity in your writing, so, write ‘July 2018'.


There are no hard and fast rules here. However, you should consider the future life of any piece you write.

  1. Remove Unnecessary Formatting

If you cut and paste stuff from a Word document or an email into your rich text editor, chances are it's not going to look right when you publish.


Why not copy into notepad before moving to your blog, newsletter, website etc.

  1. Search your Archive

While refreshing old content is a good idea, beware of rewriting somebody else's work by accident. Always check before you write, as this might give you ideas to improve the piece you're ready to write.

  1. Reference Primary Sources

The world of digital marketing can be full of dodgy statisticians. There are many statistics that can be used to back up an argument.


Source yours from a freely available study with, at least, published methodology and sample numbers.


If you're going to assert a statistic, linking to the primary source validates your article and is altogether more professional. 

  1. Don't Overreach with your Headline

If you write headlines that begin 'why' and 'how', but the articles never truly explain why or how, readers will get fed up.


Then if you write an article that does, it won't get the love it deserves.


A good approach is to write 10 headlines and then pick the best.


Headline writing is a fine art, and one that must be accurate but with a pinch of excitement, intrigue or controversy.

  1. Were you on the Record?

If you've interviewed somebody, you need to be clear from the outset that everything could be used, otherwise, you should check before publication that your subject is happy.


Similarly, be sure that information given to you in writing is not confidential, to ensure you don't upset anyone.

  1. Make it Readable

Even the most critical, spicy, brilliant articles are hard work without regular paragraph breaks.


It's not just paragraphs, but headings, emboldening, images, bullet points etc.

  1. Check Facts

An obvious but important point, especially in B2B content writing. Check every fact you assert, as things can change.  

  1. Control Images by Size and Weight

Even if you're just a writer and not used to content concerned with SEO, you can play your part in optimising article pages.


Page speed and indexing are all influenced by your content. So ensure you're not embedding large images that will delay mobile loading.

  1. Enlist an Editor

If you're a new to B2B content writing, it's likely your work will be signed off, if not, go through an editor.


That's great, but remember that you are ultimately responsible for your articles, so if you don't think your boss is eagle-eyed, ask a colleague to look over your piece. 

  1. Use your Preview Functionality

If you don't preview your piece, you might miss errors - typically broken images or poorly formatted text.

  1. Re-read on Publication

Lastly, don't get complacent. Read your piece as soon as it’s published. Preview functionality isn't always perfect and a last read-through when live will put your mind at rest.


Obviously, if you've left in a terrible error, reading on publication may give you time to correct it before it's noticed. 


So, there you are 14 helpful tips. For more on content writing follow the link below:


content marketing

Tags: b2b content marketing, small business content marketing, b2b content, content writing

16 Marketing Goals for Your Business

Posted by frank harris on 05/07/18 15:58

what-are-your-goalsEvery business needs to have marketing goals, so let’s take a look at 16 marketing goals for your business:


1.  Focus on quality, not the quantity of your content.


You’ll need to produce a lot of content to make waves, but put some effort into sharing things that will be meaningful to your community.

2. Have a content marketing plan.

This probably should be first, but this list is in no order. Content is a crucial piece of marketing. Roughly 80% of businesses now use content marketing. This is what you publish on your website, share on Facebook, or on LinkedIn. Have a plan

3. Find new ways to distribute content.

If you’re blogging – great! If not, start! Consider using Triberr or guest posting on other blogs. BuzzSumo and Fractl analyzed the 1 million most-shared articles within a 6 month time frame in 2015 and found that the top million articles showed that the most engaged platforms, in order, were - Facebook, Twitter, Google+, Pinterest, and LinkedIn.

4. Make something other than Facebook a priority in your social media efforts.

Facebook is a huge player, but there’s more out there for businesses than them. If you haven’t tried LinkedIn, try it. Maybe venture into Twitter. Branch out.

5. Go offline and do something in-person.

You could spend your entire marketing budget and time on just social media and digital marketing, but that won’t reach everyone. Not all your personas are always online, so go to some networking events or attend a conference and talk about your business!

6. Find strategic partners.

This could be online or offline. Find others with similar mindsets and businesses that complement yours. E.g. If you’re only handling social media for clients, align yourself with someone who does web design or SEO.

if you are a brick and mortar store, selling flowers, partner with a local furniture store to display some of your arrangements. This is free marketing so, take advantage!

7. Set realistic goals.

Wouldn’t we all love to make six figures because of our marketing efforts alone? For some businesses, you may be able to. For some, that’s not realistic. Whatever you do, set a realistic goal. Setting up unrealistic goals will only leave you feeling depressed later in the year.

8. Give away something for free (if you can).

Nothing brings in potential customers like free stuff. This could be a 30-day trial or something with purchase, offering something as a bonus or benefit will extend your business. Keep in mind your bottom line though, you don’t want to give everything away.

9. Outsource what you can’t handle or are not good at.

Business owners hate to admit we can’t do it all. We feel we should be able to do it all. Well, we could if there were more than 24 hours in a day and a had a maid, personal chef, live-in nanny, chauffeur, etc.

So, outsource what you are not good at. This could be social media marketing, graphic design, etc. You’ll appreciate the time you’ll get back and the knowing someone who is capable is handling it for you.

10. Be proactive and ready.

Know what’s coming up for your business and be prepared. Likewise, if you see something brewing (an upset client or something that could be bad or really good for your business) know what you are doing to do when it happens – have a press release or a campaign ready to celebrate or combat it.

11. Be prepared for the unexpected.

You can always be proactive but there are times things will come out of the blue and throw you off-course, in both good ways and bad. Unfortunately, you can’t plan for everything, so know the unexpected sometimes happens no matter how much you do.

12. Try something new.

If you’ve never spent time making videos, start! Wanted to advertise in something local – go for it! Go outside your comfort zone and try something new. Maybe it’s time to update your or your website.

13. Find a business mentor.

Having a mentor is something that is very underrated. All business owners need to have someone they can look to. This could be for advice or guidance or for help in an area they are struggling with.

14. Be a mentor.

If you have the knowledge and know-how, mentor a new business owner.

15. Track everything.

To see the full-scale results of your marketing efforts, you need to track the analytics (Facebook Insights, Google Analytics, etc.). Make sure you know what’s working and what’s not. Analytics is the first place to start.

16. Have fun.

Marketing is fun. From campaign creation to seeing the fruits of your labour, no matter how small, marketing is the fun arm of your business. Enjoy it!


16 is a lot, but all of them are attainable by any business, regardless of the size.


So, you put into place all the above, what’s next? Well the eBook below looks into the future. Take a look for yourself:


B2B & SMEs Mobile Marketing

Tags: b2b marketing, marketing goals, goals, small business goals

Why Affiliate Marketing Is Growing

Posted by frank harris on 03/07/18 14:59

affiliate marketingWith all the recent concerns with Facebook and Google and how online advertising works and can invade your privacy, I thought it was time to write about “ affiliate marketing”.


What does this marketing term mean, why it’s growing and how I believe it should be viewed. There are some consistent themes that resonate with both e-commerce companies and consumers, all at a seemingly perfect time when marketers are looking for a more organic way to drive sales.

Original, Native Content

The content on affiliate sites is the original native content. With affiliate marketing, products, brands and promotions are seamlessly embedded into the editorial content on a publisher site.


As I like to say, it’s content marketing before content marketing was a thing.


For advertisers, it’s a no-brainer: Each has a network of publisher partners all promoting the brand, sale and/or product or service which, at the most basic level, is advertising that acts as brand awareness - and at best, reaches an entirely new customer base while driving incremental revenue.


The great thing about online publishers is that they create their own unique audience of loyal consumers who trust them and their opinions. I’m not just talking about loyalty sites either - bloggers and editorial news outlets all have their own communities that play a part in the ecosystem.


What’s really happening is you have brand advocates that produce content based on their experience with your products or service or who are looking to promote a product or a deal and essentially act as trusted third-party validators for brands. Publishers are influencers that can reach new and existing customers with their native content to attract their loyal community to a brand.


Publishers provide value and influence through their communities, regardless of the size. Trust drives action, and affiliate marketing provides the platform in which it all comes together.

Social Influence

Social media has changed the speed at which people receive and consume information. Through social media and other online publications, affiliate publishers can ensure the right message gets to the right person at the right time by leveraging their followers.


When advertisers have specific goals or objectives for particular products, brands or promotions, they have the ability, through the relationships with affiliate publishers to leverage that community of users, to quickly get reach and influence at scale.


This is a unique value proposition that affiliate publishers bring to our ecosystem.


This shouldn’t come at the cost of the publisher’s integrity or fear of losing readers based on misleading or disruptive advertising. Publishers can maintain a balanced approach of the ads and products that are meaningful to their consumers as they maintain the control of where, when and how they want to advertise their partners.


Affiliate marketing is predicated on relationships and partnerships. It’s an ecosystem, and all parties are equally dependent on each other to achieve success.


It’s the only digital marketing channel that’s reliant on actual relationships established between parties with a mutually beneficial goal.


The most successful programmes are based on the right strategy and a strong, effective relationship. Publishers understand the importance of creating long-term, productive partnerships with their advertiser partners, while advertisers recognise that these publishers provide the opportunity to reach new and loyal customers.


What good are any of these other themes if it’s impossible to measure success? This is the area of recent news. Affiliate marketing programmes provide a 360-degree view of an entire campaign.


The data offers both advertisers and publishers ways to identify top partners, assess placement strategies and analyse consumer behaviour. Essentially, it’s the layer that supports the platform and enhances the offering.


Because of the cost per action (CPA) model, there are no questions analysing the ROI from the advertiser’s side - views, impressions, and even clicks aren’t the benchmarks of success. Brands are able to see exactly how much revenue they’ve made and commissions they paid out in a single report.


Further, there’s a new angle on data and a shift happening. Data is not just about measuring your programme, but leveraging it to inform promotions and create the right experience for the right user at the right time on the right site.

In Summary

Over my years working in the industry, I’ve witnessed plenty of advancements and innovative publishers, but the above core concepts remain. And that’s why this channel isn’t going anywhere and will continue to grow.


If you’re not into spending cash to get more traffic or if in ecommerce more income then getting leads is better done organically. To get more help in getting leads and converting them, check out the eBook available from this link>>>


b2b lead generation


Tags: B2B lead generation, inbound marketing, lead generation, affiliate marketing

Improving B2B Lead Generation, Engagement and Conversion

Posted by frank harris on 01/07/18 16:44

 lead generation 0518

You Need Leads

If so, then it’s likely you’ve been using one of the key tactics in the unofficial B2B lead generation marketer’s playbook: Drive traffic into campaign landing pages that include an offer and a form.


For years, that’s about as complex as it got when it came to scooping up lots of leads online. But with competition for time and attention with each passing day, this tactic is becoming less effective, and leads are becoming harder & harder to capture.


If you are a small business marketer tasked with generating high quality, engaged leads, you already 

know it’s hard enough to get a lead, let alone a great one.


Your visitors expect usefulness, relevancy, and interactivity from you, and those expectations directly impact your ability to get those visitors to complete your form. ‘Good enough’ lead-generation landing pages no longer provide good enough results. Online visitors expect more.


As competition heats up and marketers seek strategies to generate quality leads in the face of increased clutter and higher expectations, interactive content provides new opportunities for more engagement and higher conversion rates. Interactivity turns tired lead-generation campaigns into modern high-performing lead-generation machines.


Adding interactive content to your lead-generation touchpoints - both within your main website as well as within your landing pages - creates an opportunity for higher conversion rates.


In the eBook associated with this article beside the three ways that  interactive content enhances lead-generation opportunities as given below we cover:

  • Why Interactive Content?
  • What is Interactive Content?
  • Lead Generation Inspiration & Ideas
  • It’s Your Turn to be Creative!
  • Next Steps
  1. Interactive content provides value to your audience through usefulness.

For example, if you provide a custom configurator of your product, that’s useful - and people will register to use the configurator (see the eBook). That same content in a static PDF might not be perceived as valuable, because it’s just a piece of marketing collateral (and who wants to fill out a form to get marketing collateral!?). The more perceived value something has, the more likely you are to get people to complete a form to access or use it.

  1. Interactive content is easy to test, with bigger potential outcomes.

Just as you can test a headline on your landing page, you can test the colour, layout, copy and forms of interactive content. You can even test two entirely different experiences against each other to see which converts better. Interactive content should be tested, just like any other online experience, and those tests should yield conversion lift and learning. These types of tests can yield much bigger lifts than a simple headline or button test.

  1. Interactive content provides a wealth of insightful data.

All visitor behaviour in an interactive experience can be captured. Leverage this data by appending it to the lead record and pass off a rich lead record to your sales team showing all responses and clicks that a visitor took within the experience. And don’t stop there. Leverage this data at the aggregate level by viewing trends in responses, drop off rates, and outcomes and use this information to fuel new content and new tests for higher conversion rates. Better yet, track and leverage user behaviour across all your interactive experiences to further personalise and target.


The tactic of putting a form on a simple landing page with a whitepaper offer is so over. And interactive content provides a powerful way to engage and convert your traffic.


But are wondering how to get started. Have no fear! Brainstorming ways to increase the interactivity of your lead generation campaigns is easier than you think. You probably already have existing content that can be transformed into an interactive experience.

  • Turn your list of industry-specific best practices into assessments your visitors can take to rate themselves for how well they are executing those best practices.
  • Take your best sales person, pick their brain on how they engage with your best customers. Turn that into a product configurator that helps your visitors determine which products are right for them.
  • Leverage your internal pricing spreadsheets by turning them into interactive calculators that let your buyers determine specific pricing or price ranges for your products and solutions.
  • Turn your audience segmentation messaging into conversion paths that allow your visitors to easily segment themselves to quickly drill down into the most relevant content you’ve got for them.

The above is the intro to the eBook that you can obtain by clicking the link below. I hope it will help you in your B2B lead generation efforts in the future:


b2b lead generation

Tags: B2B lead generation, engagement marketing, lead generation, conversion, lead conversion

7 Ways Social Media Marketing has changed PR

Posted by frank harris on 26/06/18 10:27

social media moinitoringDigital technology has become the backbone of every industry, social media too has evolved from a networking tool to a marketing function.


Social media marketing is now compulsory for businesses who are embracing technology in ways to become smarter.


While social media marketing posts, with the help of exclamation marks, hashtags etc., continue to ease communications, the purpose it serves is moving towards optimising business strategy, giving PR new responsibilities and added pressures.

  1. Turnaround Time

 Digital media has accelerated the news cycle, pushing journalists to turnaround stories in a much shorter time. This in turn has forced PRs to keep up. Gone are the days of long lunches between journalists and PRs. It’s as much about reporting real-time as it is about pitching.


A recent study found that only 8% of the PRs surveyed still meet journalists face-to-face regarding a brief. Social media meanwhile, is the third most common method used to contact journalists, after email and telephone.


What’s more, journalists welcome the approach taken and are increasingly leaning towards social media to contact PRs as well.

  1. The PR Role

Most PR executives surveyed indicated that social media has changed the work they do to some extent. But what does this ‘work’ consist of? Everything PR was about and more. Apart from pitching stories, writing and distributing press releases and maintaining media relationships, social media builds a brand’s voice online via content sharing, managing and protecting the online reputation.


Now, tasks like content promotion, publishing, media monitoring, community engagement and measurement have all been added to the PR remit of marketing.

  1. Dependency on Media Professionals

Social media marketing has added a new dimension to the long-standing love-hate relationship between hacks and flaks. Can they finally part ways amicably because of social media? No, PR professionals now have an alternate medium to communicate with their audiences if they’re given the cold-shoulder.


Nearly half of the study said that they were less reliant on journalists because of social media. A further 34% of PRs agreed that journalists were no longer as important to them because of social media.

  1. Connecting with the Audience

Building on the point above, it’s important to note that PRs still believe that journalists are the most important channel of communication for them.  However, 87% of PR professionals agreed (to some extent) that social media impacted their relationship with their audiences, as it lets them directly engage with audiences at a relatively low cost.

  1. Publishing Content

According to the Study, PRs use social media most for publishing content. Sharing and retweeting posts on Twitter and publishing original comments on networking sites are the two most popular uses of social media for PRs. This is because they believe that social media is now no longer just about pushing out information and news to personas but more

about conversations with media.


Whether it is a press release, corporate announcement or some other interesting piece of content, social media is now very much a part of the integrated content marketing mix.

  1. Responses to Queries

Upon deeper analysis of the use of social media among industry professionals, it’s clear that despite their faith in ‘the conversation’, PR professionals are still not using the channel to its full potential.


There is a strong awareness of the importance of building conversations, but many  PR professionals admitted they never respond to questions from the media or consumers on social networking platforms.

  1. Channels

The press release has been sent, the emails and follow-up calls made, what next? This is when social comes into its own, and it doesn’t just stop at the most popular of channels such as Facebook, Twitter and LinkedIn alone.


In fact, that while the above-mentioned networking giants are favoured by PRs to promote and publish content, they also rely on 50 other social tools including YouTube, Google +, Instagram, and some other less-likely suspects such as Ping.It etc.


So, there you have it, seven ways that social media is influencing the very nature of PR. While the effects social media has had on the PR profession are mostly positive, they are yet to understand and implement the full potential of social media for work.


Whether it is responding to queries from consumers, media professionals or using it to build brand awareness, PRs would do better to view social media as a channel that complements their overall outreach efforts.


Social media is exciting but it’s just another channel not a replacement. Radio did not destroy newspapers, TV did not destroy radio, then neither will social media be the replacement for PR communications activity.


Social media marketing has added new life to PR – it’s given small unknown brands the potential to become a viral phenomenon at the cost of a single tweet or post, or conversely, die anonymously. It’s all out there; you just need to learn how to navigate it to your advantage.


For more on PR as part of your overall marketing mix, follow this link:


Pr in digital marketing

Tags: b2b marketing, pr, press releases, press kits, personas

Instantly Engage More of your B2B Customers that Matter in Four Steps

Posted by frank harris on 21/06/18 15:22

b2b_website_marketing_leads-resized-600The website is the hub for all B2B customers and prospect activity in the business-to-business (B2B) marketplace.


Every single deal that you close has touched your website at some step of the buying process. Still, most B2B companies earn most of their revenue from a very small percentage of their web traffic – most often because only a portion of their traffic is in their “Sweet Spot.”


Sweet Spot” accounts share certain select characteristics with your best customers. By optimising your website for Sweet Spot prospects, you can accelerate revenue and entice more of those premium visitors to convert. As a B2B marketer, you need to rethink how you can convert more first-time visitors from your Sweet Spot accounts the moment they arrive at your site. If you do, you’ll see a staggering increase in the number of highly profitable leads that rapidly enter the sales cycle and become pipeline.


B2B’s have some challenges when trying to weave past browsing history into personalising the web experience. While there might be some periods of intense web visit activity if a company is engaged in a buying cycle, most visitors to a B2B site are not going to be repeat visitors.


Think for minute about how an air traffic con­trol tower lands every plane safely at an airport. Just as the controller guides each plane in to safely land, your website must guide your visitors to the content that you think they need. However, the air traffic controller has radar systems to tell them what is coming so that she can prepare.


Here are 4 steps to help B2B websites “prepare the runway.”

  1. Figure out who’s important

It’s more important to serve the needs of the biggest planes first. But by “big” we don’t mean the largest companies. We are talking about the companies that are either your best customers or that are very similar to your best customers.


After all, your next customer is probably going to look a lot like your other customers. Conduct a data analysis of the accounts you’ve closed in the past 12 months. This step is your preparation work for the remaining three, so take it seriously. If you don’t, your planes will either run out of fuel or try to find another airport.

  1. Figure out who’s the MOST important

Prioritise your personalisation strategy to serve the segments most likely to drive revenue. Sometimes, B2B marketers make the mistake of focusing their web content strategy exclusively on lead generation while neglecting the needs of their customer base. Statistically, it’s much easier and cheaper to sell to current customers than to create new ones.


Organise your offer around your typical relationship with a customer. Do you frequently begin working with companies on one offer? Ensure they see content designed to help them succeed using what they have, or quickly connect them with the human resources dedicated to serving their needs. Then, as customer relationships grow, target them with messages about other products and services that are the next step in their relationship with you.

  1. Serve the needs of your most important visitors (even if it doesn’t drive conversion)

Now you know what characteristics your target accounts share, think about what you would be looking for if you were in their shoes, based on their relationship with you.


Guide B2B customers to your support and success teams. Show success stories about the product or solutions they’re considering. Construct custom offers for your personas based on the factors that led you to identify them as important.


The secret to successful personalisation in B2B is that the strategies that will generate the highest return often aren’t very sophisticated. In fact, customisation can simply mean changing the description of a white paper or case study that’s featured as the offer on a page to make it sound more relevant to the segment in question.


Once they find what they are looking for, a relation­ship is formed. They are engaged, and engaged visitors often convert as they have discovered con­tent that is relevant to their needs. And if they don’t convert? They were still engaged, and will have had a positive experience with your brand.

  1. Get some radar

If you don’t know who’s on the radar, you can’t prepare the runway for landing. Identify the companies visiting your website before you interact with them, delivering actionable insight into how those companies fit into your most important target segments.


For example, those who click through to an offer should encounter a landing page with a much shorter, smarter web form, with few images and no new content needed to be created. Simple and easy. How’s that for a perfect landing?


For more on conversion of leads just follow the link>>>


Nurturing Leads in  Small Business Marketing 

Tags: b2b marketing leads, lead nurturing, personas, b2b customers, b2b customer leads

Need-to-Know Digital Marketing Tips for Small Businesses

Posted by frank harris on 19/06/18 16:17

Digital Marketing SEpt 17One of the most exciting and scary steps that you can take in your life was to start your own small business. You had an entrepreneurial spirit and you’re not alone.


To be able to compete and earn your persona’s attention, you must have an online presence. When it comes to small business digital marketing, it can be challenging to know how to get started beyond creating a website and social media profiles. Here are four digital marketing tips to help you successfully launch your business online:

  1. Create Evergreen Content

Quality content is king, and publishing it consistently will help your personas to find your business online. Unfortunately, creating value-added content is time-consuming, with the average small business marketer spending two to three hours on a blog post.


Incorporating evergreen content–timeless content that is always relevant to your defined personas into your small business content marketing strategy will save you time and continue to attract your audience to your website for years to come.

  1. Host an Online Contest

Your customers like a good competition, especially when a prize is involved. Hosting an online contest will encourage your followers to engage with your content, visit your website, and spread awareness of your business.

  1. Make the Most of Social Media

According to the latest statistics, approximately 2.8 billion people around the world use social media. In the UK it is estimated that of the consumers with internet access, 69% have social media profiles. Considering these numbers, social media offers you a powerful way to raise awareness of your small business. If you’re not already focused on creating quality, engaging content on social media platforms like Facebook, Twitter, LinkedIn, and Instagram, you’re missing out on opportunities.

  1. Pay Attention to the Data

In order to succeed with digital marketing for your small business, you need to pay attention to the data. The internet offers a wealth of data about the performance of your online presence, from Google Analytics to Facebook Insights. Paying attention to this data will make you aware of areas that need improvement so that you can maximise the ROI of your next campaign.


Whether you’re in the early stages of starting your new business or you’ve already launched it, you need to create a small business digital marketing strategy. Take advantage of these digital marketing tips for small businesses for a cost-effective way to raise awareness for your business.


For more on how digital marketing for small businesses can help you get more leads to convert into new customers, just follow the link below:


online marketing

Tags: small business marketing, b2b digital marketing, b2b small business marketing, small business content marketing, small business email marketing

How the GDPR can HELP your Small Business Marketing

Posted by frank harris on 13/06/18 15:17

small business marketingNot only in small business marketing does data wield power but in technology to government and infrastructure also. In the age of cyberattacks and data breaches, personal information is under the microscope more than ever.


The past few years have brought us the breach of the hacking of 3 billion Yahoo accounts; Equifax’s massive cyberattack that compromised 145 million people‘s sensitive information; Uber’s data breach and subsequent cover-up; and, most recently, Cambridge Analytica allegedly harvesting user data from Facebook – just to name a few.


The 2017 State of Consumer Privacy and Trust report from Gigya found that 68% of consumers are concerned about how brands handle their data. Therefore, small businesses walk a fine line of capturing relevant data from their customers while also ensuring they’re not alienating or eroding trust in the process.

What is GDPR?

The General Data Protection Regulation (“GDPR”) covers the personal data of all residents in EU member states. Under the GDPR, you must now build default privacy mechanisms into websites, securely store data, and erase personal information after specified periods of time.


What do you, as a small business, need to know about the GDPR? Well I hope by now you are compliant. If you still don’t understand what you should have put in place by 25th May then quickly go here to find out. AND get COMPLIANT. It’s not daunting, takes a little time but not only protects your customers but you as a small business and a customer.


Just so you know what we have done, as a small business, this is how Optimax implemented the GDPR?

  1. Updated our Privacy Policy
  2. Required cookie opt-ins 
  3. Obtained active consents and email sign-ups for our newsletters and marketing emails, plus provided clear unsubscribe options
  4. Disclosed the collection of personal data and associated business purposes to all relevant parties 
  5. Storing personal data on secure servers and safeguarding personal data via encryption
  6. Ensuring applicable vendors adhere to GDPR via Data Protection Agreements
  7. Implemented processes to permanently erase personal data after consents are revoked or relevant business purposes expire
  8. Maintaining GDPR compliance with regular risk assessments and ongoing data security measures

Marketing opportunities with the GDPR

The GDPR significantly impacts small business marketing, especially when it comes to email marketing and marketing automation. 


Although implementing the new requirements was time consuming, the GDPR is a great opportunity for you to be more thoughtful about your marketing efforts and build trust with their customers.


By ensuring active consent, customers must opt in to receive your emails. This means that what you offer should be relevant and appealing enough to your audience that it entices them to check that box. Draw your audience into your content and drive them to subscribe to receive your newsletters into their inboxes.


One way to make your offering more transparent is to highlight sample content that they will receive if they opt in. Take their attention opportunity to tease your content alongside the request.


Another audience-building strategy is to ask consumers what specific types of content they’re interested in receiving. This not only allows you to learn more about your different customer bases, but also to create blogs and email campaigns tailored to each.


When you think of the GDPR, think quality over quantity. By engaging customers with content, you are building stronger relationships because you’re providing value. Offer inspiring, informative, and helpful content to influence purchasing decisions.


The goal of the GDPR is to protect individuals’ privacy, but the new rules also offer an interesting challenge to those involved in small business marketing. “How can you make your brand so appealing to your audience that they opt in to spend time with you?” Then, “how do you nurture those customers and provide them the right content so that they continue to engage with your brand?”  


To my customers and loyal readers: I’m committed to helping you create healthy marketing practices and build trust with your audience. It’s a new challenge that I am eager to tackle with you. So get compliant NOW. Need help then click below>>>


Please Help Me  with GDPR



Tags: small business marketing, b2b small business marketing, small business content marketing, small business email marketing, gdpr compliance

5 Reasons your Small Business Marketing should go Social

Posted by frank harris on 12/06/18 11:18

Social Media PLatforms 0118Running a successful small business requires many different things. One of the most important parts is marketing. Small business marketing can bring in the customers and is essential to the business earning revenue.


Big businesses spend a large amount of money on advertising and utilise many different forms. They have the financial ability to market their business in this way. A small business does not have the same resources as a big business and may think that they cannot be as effective at marketing their business.


It may be true that a small business does not have the financial ability to market their business in the way that a big business does, but that doesn’t mean they cannot effectively market what they have to offer. It does mean that they have to find a different approach to their marketing.


The approach that many small businesses are using is social marketing. Social media is a great way to reach a large number of people and can accomplish many different things. It helps a small business in many areas and can be a key to success. Successful small businesses marketing has been found to have social media as an effective tool.

  1. Building a Brand

One of the things that successful businesses have in common is that people are well-acquainted with their brand name. For the most successful names, the name of the business becomes synonymous with the product itself. For instance, Xerox is a brand which is associated with photocopy machines, yet it replaced the word ‘photocopy’ with itself.


Some successful brands are known for their logo. It is easy to recognise the brand of the business by simply seeing a logo. Nike perfectly exemplifies the recognition of brand by logo.


Small businesses can use social media to spread their brand awareness and to let people get a picture in their mind of the business. It is the perfect way to start conversations about your small business that will allow people to get to know you.

  1. Customer service

Today, the best and cost-effective way to stay connected with the customers is social media. Via various social media platforms such as Facebook, Linkedin, Twitter etc, businesses can get known about their products and services by judging the opinions and queries of the customers.


Gathering customers’ queries and catering to them personally should be the primary focus of every small business. But practically, it's very difficult for businesses to cater to each and every query. For small businesses who can’t afford a customer service team, they can always install a cloud based phone system to ensure a 24/7 connectivity no matter where the employees are located or when they receive the calls.

  1. Building Alliances

One of the most important aspects of business prosperity is networking. Every business should focus on enhancing its network base by creating alliances and the best way to do that is to stay connected and updated in social media. Various category-specific social media communities in Facebook, LinkedIn etc can be joined and exchange product and service ideas, thus building up healthy networking.

  1. Inbound Marketing

Most people are familiar with outbound marketing when businesses advertise through media such as TV or radio.


Inbound marketing is done through social media, blogs and other online avenues that can help build the awareness of the business brand. This type of small business marketing is becoming the most popular type for small businesses because it’s cost effective and the awareness success ratio is high.

  1. Speed

When a business wants to air a TV commercial they have to write, film, edit and then air the commercial. Social media marketing is much faster. A business can get the messages they want sent out very quickly and they can spread around the world in a short amount of time. The return on social marketing can be seen much sooner and is often easier to evaluate because it’s much more personal.


Small businesses are having success with social marketing, but that does not mean it is without problems or risk. Many of the things that make it a good thing to do, can also create problems for a business.


While it’s true that social media marketing can spread a good message fast, it’s also true that negative messages will also spread quickly. Cloud phone systems and social marketing can help provide good customer service, but that only works when the business is listening to what their customers want and actively trying to engage their customers. Working with other small businesses can help a company reach different markets, but it is important to build relationships with other compatible businesses.


While there are risks involved with social marketing, the rewards are much bigger when it is done the right way. Small businesses need to make sure they are taking advantage of social marketing if they want to be successful. Check out the link below to find out more >>>>


Social Media Marketing

Tags: social media marketing, small business marketing ideas, b2b social media marketing

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