The 20 Lists for B2B Email Marketing

Posted by frank harris on 30/01/19 10:04

b2b email marketing list segmentation 1218People aren’t very good at B2B email marketing.

If you’re one of the 2.6 billion people who use email, you already knew this.

 

This isn’t a surprise to the marketers who send the emails. Only 4% of companies in an Econsultancy study would rate the performance of their email campaigns as “Excellent.”

We should, do better. We need to build better email lists if we expect our marketing to properly function today, tomorrow, and in the future.

How to Be Better at B2B Email Marketing

A great email is all about sending the right message to the right person at the right time. That’s why segmentation is critical to a successful email strategy: it helps you create context for the emails you send. Sending better emails means focusing just as much on the context of your message as the content you deliver.

 

Think about the emails you receive. Obviously, you pay more attention to the emails that are relevant to your needs and interests. Apply that same principle to the emails you send.

 

The more you focus on context, the more the reward. Consider this from Mailchimp, who found that improved segmentation increased good engagement and decreased bad engagement with email sends.

Improving your segmentation strategy is an immediate and impactful way to improve your email programme.

 

email segmentation data 1218

 

So, here are the 20 lists that every marketer should have as the foundation of a successful segmentation strategy.

Lifecycle Lists

Lifecycle Marketing is how you communicate with your contacts from their first point of contact all the way through their journey. Lifecycle lists track the stage that a contact is in. These include blog subscribers, leads, marketing qualified leads, customers, and evangelists.

Why do they matter?

It’s your framework for deciding why you are sending an email, who should receive it, what you want them to do, and how you will measure your success.

 

So how can building lifecycle lists improve your B2B email marketing?

 

73% of your leads will not be sales-ready when first generated.

 

Your job is to educate and provide value to these leads to generate interest in working with your business.

Using email is a most effective way to nurture leads.

 

Lifecycle Marketing also refers to making sure customers see value when working with your company.

The good news is that happy customers, or evangelists really can grow your business. Loyal customers are worth up to 10x as much as their first purchase. It’s not just any continued purchases, but their ability to market and sell through their own evangelism.

Which lists should you build?

1) Subscribers - everyone who subscribes to your blog should automatically receive an email on publishing a new post, to provide a boost in traffic and links.

 

2) Leads - contacts who have filled out a form for a content-based offer on your website.

 

3) Marketing Qualified Leads - commonly known as MQLs, are people who have identified themselves as more deeply engaged, sales-ready contacts but have not yet become fully fledged opportunities. They have requested offers like demo requests, buying guides, and other sales-ready calls to action.

 

4) Customers - all of your paying customers to track growth and exclude them from lead-specific promotional emails.

 

5) Evangelists - are advocates for your business. They are usually a small but vocal group who will refer new business to you unsolicited. Some might not be customers but can help you promote new offers and content.

Buyer Persona Lists

Buyer personas are fictional, generalised representations of your ideal customers.

Why do they matter?

They define the ideal customer you’re trying to attract relating to them as real humans. Understanding your buyer persona(s) is critical to driving content creation, and anything relating to customer acquisition and retention.

Which lists should you build?

6) Primary Persona - people most likely to be ideal customers.

 

7) Negative Persona - people you do not want to market to. Their goals, challenges, pain points, budget, or some combination of factors exclude them from being a good customer.

Engagement Lists

Engagement lists track and segment your contacts based on how they have interacted with your marketing channels online.

Why do they matter?

It’s probably best to start with some definitions of implicit and explicit data.

 

Explicit data is information that is intentionally shared between a contact and a company.

 

Implicit data is information gathered from user behaviour.

 

Engagement lists harness implicit data to send better emails.

Which lists should you build?

8) Website engagement - include number of pageviews, date of first and last visit, referral source, and specific pages a contact has viewed. 

 

9) Email engagement - include the number of emails bounced, delivered, opened, and clicked by a contact, their first and last dates when a contact took an email action, and specific emails they have engaged with.

 

10) Social engagement - include a contact's number of clicks across various social media channels, their connections and followers, when was their recent social click, and their profile links. 

 

11) Blog engagement - include number of blog views, their subscriber preferences, their date of first and last visit, referral source, and specific blog posts viewed. 

 

12) Social Influencers – are your most engaged and connected social media contacts.

Email Health Lists

Email health lists track the long-term health and sustainability of your email marketing programme.

Why do they matter?

First, the average contact database decays at 22.5% every year.

 

Secondly, poor performance and engagement in one segment of your email database can impact the rest. Email deliverability measures and understands how successful a sender is at getting their marketing email into people’s inboxes.

 

In the email world, past performance influences future results. If your emails are received and loved by your old recipients, new recipients are more likely to see emails in their inbox.  Poor deliverability is like an infection. People who would have engaged, who would have LOVED your emails, won’t see them.

Which lists should you build?

13) Unsubscribes - have taken the effort to remove you from their inbox. This is a warning sign that something is wrong with your email programme.

 

14) Hard-bounced contacts - were rejected by the recipient’s mail server. Keeping a close eye on your bounced contacts is a critical part of B2B email marketing.

 

15) Ineligible contacts – is a master list of churned contacts. Any good Email Service Provider will automatically block churned contacts from receiving emails from you. There are three ways in which a contact can become ineligible to receive emails.

  • they opt-out or unsubscribe
  • their email address bounces
  • they mark your message as spam.

16) Unengaged email contacts - haven’t opened your emails in several months. Maybe they opted in to receive emails a while ago, or maybe they opted in without even realising they did. You can try to re-engage by:

  • Sending re-engagement campaigns to unengaged contacts and then stop sending emails to the ones that don’t re-engage
  • Testing to optimise the frequency of your sends
  • Increasing segmentation and personalisation to send content that is actually valuable to your readers
  • Removing contacts from your database who are no longer engaged

17) List of contacts by source - to send a contextualized and relevant messages, but it will also allow you to suppress or even remove leads that come from a source you determine ultimately isn’t qualified.

 

18) Overall growth of your eligible email contacts - aggregates and then informs you on the size of your marketable database. That way you see how new leads generated, ineligible contacts, and disengaged contacts interact to create your accessible pool of contacts you can email.

Behaviour Lists

Behavioural email is the practice of sending automated emails to your contacts based on their interactions across multiple channels: like social media, email, your website, and beyond from forms they have filled out, pages they have visited etc.

Why do they matter?

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. But only 20% of B2B email marketers use behavioural targeting. It is the actions of your leads that dictate what emails they receive, not a decision made by a marketer.

Which lists should you build?

19) Track engagement with core offers - to identify offers that require immediate follow-up.

 

20) Track engagement with specific elements (button clicks, page views etc) - will allow you to nurture visitors based on their activity.

Conclusion

Taking the time to build out and improve your segmentation strategy is perhaps the most impactful work a marketer can do on their B2B email programme. It will improve your engagement, conversions, deliverability, and ROI. 

 

The work you do to build these segments will carry over into your other inbound initiatives. You'll have super-targeted groups of people you can use to create smart content, improve your reporting, do social prospecting and cross-channel marketing. 

 

This is miles away from batch and blast. Learn more about what to send, when and how from the eBook offer below>>

 

Lead Generation using  your Website and SEO

Tags: small business email marketing, segmentation, email segmentation, small business marketing trends, interactive website content, b2b small business email marketing, b2b email lead nurturing, b2b marketing tips

10 Ways to be on the road to B2B SEO success in 2019

Posted by frank harris on 22/01/19 10:31

b2b seo 1218Search is one of the important lynchpins to online marketing. Here are 10 considerations that you should be making on your marketing journey to B2B SEO success in 2019.

  1. It’s All about EAT (Expertise, Authority and Trustworthiness)

Google has a huge team of human contractors (Google Quality Raters) checking web pages against queries to ensure good content ranks well and low quality, spammy content doesn’t. It provides these raters with a detailed set of instructions so make sure that you are abiding to their guidelines.

 

Remember also to demonstrate EAT beyond your own webpages.

  1. Google Focuses on Authority

Users should be able to instantly tell the content is from a reputable source. While you don’t need an author bio for every page (for example, product pages), but your 'About' page should talk about the EAT of your authors.

  1. It’s “Money or your Life”

Google classes YMYL (‘your money or your life’) sites as those that could affect a user’s health, happiness or financial stability, and holds them to a higher standard of quality. It is therefore vital that you keep readers updated with the latest news if your content fits this profile.

  1. Natural Paid Links in B2B SEO

We always hear how paid-for links are bad, but links which have a barrier to entry can add credibility. For example, you must pay to become a member of a chamber of commerce, but they will still vet the sites they link to for quality, so payment does not automatically guarantee a link.

  1. Utilise Seed Sites

Authoritative sites are more likely to obtain links from trusted seed sites, such as universities and government organisations, and national and international press sites with high readerships. Make your site stand out and become a voice for your industry.

  1. The Circle of Trust

Look at your competitors and pay attention to their backlinks. Are they getting more links from reputable sites? Do they have more authority? Are you in the ‘circle of trust’? This is something to focus on in 2019 or risk falling behind.

  1. Match Content to Searcher Intent

Google can now identify the context and intent behind each search, and return specific, personalised results. Check your queries in Google Search Console. If they don't match the content you have on your site, this can cause quality issues.

  1. No Surprises

Google is cracking down on sites that mislead the public. Ensure you have the best possible user experience (UX) by optimising your content to make sure it is highly relevant.

  1. Speak Up

Speakable (the use of voice to say your keywords) mark-up is already available in the US and will roll out globally over the next few months so making sure you are ready to optimise for voice search is a must.

  1. Image Search

27% of all searches across ten major properties are for images and with Google beginning to roll out the ability to search Google Image results on mobile, it’s time to get savvy about optimising your images.

 

Authority has been there for some time now in B2B SEO. However much traffic your B2B SEO strategy gets you converting them to Leads then Customers is the end goal. So, this evergreen eBook should be in your filing cabinet to ensure you continue to carry out the right strategies>>>

 

How to get Traffic,   Leads and Sales  to your Business

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3 Reasons you should be doing Content Marketing in 2019

Posted by frank harris on 21/01/19 16:23


b2b content marketing 0618Content marketing is a very general term that can be used to refer to many individual areas, from digital PR to the creation of blog content. Put simply, it is the creation of content that is shared online using a variety of marketing channels and assets. However, it can be so much more than this. Here are three ways content marketing can be useful for your business:

  1.  Stand out from the Crowd

In a world where almost everything is online, it can be difficult to stand out from the crowd and that is where content marketing comes in. The aim is to provide content that is useful to the user so that people want to share and engage with your brand and in many cases, this means staying away from branded content that looks to sell.

 

It’s important to consider what your personas wants to know or talk about, this information can be found on

platforms that are probably already used by your business such as social media or social news aggregators.

  1. Brand Identity

Initial thoughts are that content marketing does not benefit a business instantly or directly however it can

help build relationships and loyalty. This is developed over time and whilst users are engaging, they are also a persona, providing an emotional aspect that the user can relate to in a digital landscape.

 

So, the next time potential customers look for answers or need a certain product your brand will be there in the forefront of their minds ready to assist and provide the answer.

  1. Learn about your Personas

Understanding consumers wants and needs can sometimes be baffling, especially at the pace they change today, so running content marketing campaigns means you are always monitoring your target audience’s interests. Ultimately, providing a deeper understanding of your market, which can be useful when looking to expand or change your product offering.

 

However, content marketing is experimental so not every creation will be a success, but you can learn from this. It is all about the research, talking to your users, experimenting with mini campaigns, and learning from

experiences. Analysing the performance of a digital campaign is much easier than a traditional marketing campaign, if you choose your platforms wisely.

 

Just like most elements of marketing, nothing stays the same for long, so how do we expect content marketing to grow in 2019?

2019 Content Marketing Trends

We are now in the age of assistance and so the content we produce may see a change in 2019. Providing content that answers a question for the audience will meet the need for assistance, whilst also positioning your brand as thought leader in the industry.

 

During 2016, there was an 80% increase in live videos viewed online, and in 2018, 78% of people watch videos online every week, and 55% every day. With video playing such a big part in daily life written content alone just won’t cut it – it is time to use video to share content, of course written content still has its place, and it’s important to accompany any video with some optimised text.

 

Authenticity plays a big part in marketing today with consumers wanting to know where, when, and how products are made. When it comes to content marketing, authenticity can come into play with the type of content you create and the way that it is shared.

 

To get the best content for your industry is essential. The toolkit that you can download from the link below will give you many great tips:

 

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Three Reasons to use B2B Integrated Marketing in 2019

Posted by frank harris on 20/01/19 16:13

integrated-marketing-communicationsDo you understand integrated  B2B marketing?

 

We are all familiar with the chaos of the modern consumer journey and rising consumer expectations for personalisation and convenience. There’s more content than ever and there are more touchpoints than ever. According to BuzzSumo’s 2018 Content Trends Report, only 50% of all content gained 4 shares or more across all main social networks - half of what it was in 2015.

 

And we often blame this shifting and fragmented media landscape for:

But the reality is that we must look inwards to understand how those of us in small business B2B marketing, may be contributing to marketing’s ineffectiveness. 

 

Here are three reasons to make building integrated marketing a priority in 2019.

  1. Your B2B marketing looks inefficient and misaligned

Do the points above sound familiar? A lot of these common B2B marketing challenges stem from lack of alignment and governance. And 65% of the content that marketing teams produce is wasted. SiriusDecisions has found that 60-70% of content goes unused in B2B companies, representing a large amount of waste

  1. Customers don’t care about your silos

Remove marketing silos once and for all, especially the segregation of “content marketing” from the rest of your marketing. Content touches every department: from PR to social to TV to digital. It has become a company’s business asset, IP and product all in one; despite this, we’re still pursuing separate agendas, metrics and technical operations. 

 

The siloed nature of some B2B SMEs makes it difficult to create a cohesive experience for customers.

Digital marketing fragmented not only the agency landscape but also the marketing function. Now, it’s time to reclaim unified oversight with content operations. According to the SiriusDecisions State of B2B Content Study, only 14% of companies rate themselves as advanced in operations. Effective operations mean increased collaboration across departments and functions, integrated planning, transparency across teams, and a shared vision for what success looks like. Technology can help build a robust operations function when there are the right champions and strategies in place behind it.

  1. We’re contributing to the internet version of noise pollution

Content is overwhelming us all, and it’s being churned out by brands and polluting our working environment.

 

So, stop creating content without a clear why. According to the ANA, only 25% of CMOs’ digital media investment reaches target audiences,” representing “more than $20 billion of marketing waste.

 

Content waste is defined as an investment in content that has no strategic purpose or business impact, offers little value to the customer, was poorly executed, or was duplicative.  

 

What’s causing this lack of strategy and waste? The most obvious answer is a lack of visibility resulting in content duplication, an inability to combine campaign efforts, and challenges maintaining brand governance.

 

Alternatively, your teams may be working well independently but be missing a major opportunity to collaborate more broadly across the company.

 

Working towards a holistic programme that aligns disparate production efforts and integrates various work streams across multiple calendars will give savvy brands the upper hand and help break through the noise.

Start 2019 Off with an Integrated Plan

The benefits of building a more integrated marketing organisation are clear. Investing in integrated marketing will:

  • Improve operational effectiveness and efficiency across the marketing organization.
  • Break down silos and encourage collaboration and efficiency.
  • Champion omni-channel marketing in the client organisation.
  • Position content as an asset that should be managed like all business IP.
  • Support the creation of a seamless and consistent customer experience.
  • Start looking within your company and reflecting on where you can improve operations and planning. 

Start by asking one simple question: what is a shared goal your teams can start to collaborate on? Start small but keep your focus on delivering an integrated, measurable, and relevant content experience across all customer touchpoints.

 

This is not a new idea but to see how you can get your online marketing integrated a start point, why not download my eBook from this link>>>

 

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10 Ways your B2B Marketing can use Case Studies to get more Clients

Posted by frank harris on 10/01/19 10:11

case studySeveral factors distinguish B2B marketing from consumer marketing.

 

Firstly, there are typically multiple buyers and influencers involved in the decision-making. They will have varying interests and perspectives: financial, functional, operational.

 

Secondly, B2B sales cycles are generally long, largely due to the products and services being more complex.

 

Thirdly, B2B buyers are more informed. They must be because the consequences of making a poor decision can be severe. And they can be because everything a B2B buyer needs to know is literally at their fingertips.

 

According to Forrester, 59% of B2B buyers would rather conduct their research online than interact with a salesperson. Yet, 74% of B2B buyers will appoint the first supplier that helps them define the solution to their problem and shows them how to turn it into reality.

 

For marketers, this presents a real dilemma. How do you market to a warm lead that doesn’t wish to be marketed to?

 

The answer is to be visible and relevant online - at the right place at the right time and with the right content - so that potential clients can educate and inform themselves until they’re ready to start a conversation.

 

Case studies are one of the most effective ways of educating and informing B2B buyers. Case studies are perceived as having more credibility than other sales or marketing tactics in environments where the credentials of competing businesses are relatively similar. They provide testimony of an organisation's prior experience, evidence what’s been done, not what you might be capable of doing.

 

How do you make high-quality, highly effective marketing case studies? Here’s 10 tips:

  1. Know your Personas

Before writing up a case study make sure you identify your personas. Who are the buyers and influencers of your services or products? What do they need and want to know? What’s relevant to their purchase decision and what’s not?

 

Identify your personas and then write for them.

  1. Choose wisely

Find a case worth sharing by virtue of its complexity, peculiarity, importance, profile, challenges and outcomes.

 

A case study is an opportunity to showcase your company’s expertise, ability to think outside the box, superior outcomes, distinguishing features, and exceptional client service.

  1. Design a B2B Marketing Case Study Template

A case study template will help you to maintain consistency. Your case studies will have a common look and feel; and will share the same structure and sections.

 

When designing your case study template, anticipate the need to incorporate graphics, illustrations, callout boxes, direct quotes and imagery to illuminate key points and bring your case studies to life. Use visuals and make them brand-compliant.

  1. Permission and Approval

First, ensure you secure your client’s written approval before you publish. Store and link to the case study so it can always be located.

 

Also, secure permission and copyright for the use or reuse of any photographs, imagery or illustrations.

  1. Make them Accessible

Consider where, when, how and who will use your case studies.

 

Make it easy for your colleagues to access them – house them in a shared database. Your colleagues should not be held hostage to marketing every time they need basic marketing collateral.

 

Similarly, make it easy for your clients, prospects and other stakeholders to find, print, download and share your case studies. Tag your case studies by industry and issue and make them keyword-searchable.

  1. Show, don’t Tell

Case studies are highly effective at building awareness and driving consideration. But while the desired outcome is to sell your services to existing clients, and attract new ones, case studies aren’t sales pieces.

 

A case study is a modest, factual record of what was. Don’t be vague. Don’t generalise. Don’t speculate. Be specific. Stick to the facts. Tell the story and let the outcome speak for itself.

  1. Tell a Story

Case studies shouldn’t be dull and boring. Tell a story: this was the challenge; this was the solution; these were the results.

 

Write in the narrative. Be efficient with your words and focus only on what is relevant. Relay events in chronological order so it is easy for your personas to grasp the relevant details and appreciate the outcomes were achieved.

  1. Provide Context

Without context, a case study lacks meaning and impact. Include an analysis that describes the client, the challenges they faced, relevant factors (e.g. political climate, established or pending legislation or regulations, economic factors, competitor activity and so on).

 

Many B2B companies are reluctant to name their clients. And many clients don’t want to be named. You can still create a case study even though the identity of the client must be hidden. If that’s the case, help your readers relate to the situation by describing the client as much as possible – for example, its industry, headcount, turnover, ownership structure and key markets.

  1. Build a Library

B2B buyers rely on content including case studies to make or justify their purchasing decisions. In 2016 Demand Gen research indicated 47% of B2B buyers consult three to five pieces of relevant content before engaging with someone from a supplier. Make sure you have a reasonable volume and variety of case studies available. Keep them up-to-date and add new ones to your library whenever you can.

  1. Lessons learned

Have the courage to address lessons learned. Your existing and potential clients will take comfort from knowing your business is committed to capturing knowledge, adapting to change, and sharing best practice. It’s not about showing weakness; it’s about showing humility. Talk to what went well, what was unexpected and, when appropriate, what you’d do different.

 

Case studies are personal to that company. To learn how to personalise your website just click below:

 

B2B website personalisation

Tags: b2b marketing tips, small business web personalisation, b2b web personalisation, b2b behavioural marketing, b2b case study, b2b case studies

6 Tips on B2B Behavioural Marketing

Posted by frank harris on 09/01/19 16:19

behavioural marketingWith new technology, channels and tactics like B2B behavioural marketing available for interacting with customers and prospects, marketing is an ever-evolving discipline.

 

There’s a relatively simple concept behind much of this improvement - what someone DOES is important in deciding how to convince your personas most effectively.

 

Behaviours represent insight for the marketer to listen closely and act on that information.

 

When you use B2B behaviours to trigger interactions with an individual — the customer focus it encourages is the underpinning of improvement.

 

For many companies, the prospect of implementing behavioural marketing initiatives presents challenges and uncertainties that can prevent them from going down this path and grasping the benefits that can occur. These 6 tips will help you get started.

1. Avoid Becoming Overwhelmed.

With customer behaviours happening every second of every day, updating your existing processes to deliver ideal content at the perfect time for each contact in your database is daunting. However, you can use behavioural marketing to gain improvements over time and make measured, positive change.

 

As you begin your implementation, it doesn’t mean you have to change every marketing practice on one day. The key is to think of behaviours as a new way to look at your entire marketing effort.

2. Assess and Upgrade your Technology

Often, your existing email platform simply runs out of steam as your lists become bigger and your desires become more behavioural.

 

If it’s time to upgrade, spend time with your industry peers and understand which vendors have the best solutions for your business. Build ROI cases based on data from industry analysts and customer case studies.

3. Assemble the Right Team.

Behavioural marketing is a mix of art and science. We use our creative brains to model customer journeys, and scientific methods to track and assess events within those journeys, and then again use our creativity to deliver the best message at the right time.

 

Therefore, you’ll see effective marketing teams seamlessly blending the two skills together.  So, choose consultants or employees with these attributes. As the market is moving toward more quantified, personalised buying experiences build your competency now to pay dividends in your future.

4. Track and Segment Personas based on Website Behaviours.

Now you’re ready to begin. Start by capturing the behaviours of website visitors to link their actions to known users and tie behaviours to previously anonymous visitors if they identify themselves in the future.

 

You’ll need to work with IT to install the JavaScript tracking code. This one-time effort opens a customer-level view of behaviours that should flow into your marketing automation platform and become elements you can query.

5. Employ the “Next Six” Methodology.

How can you refine your marketing to be more behavioural-driven, whilst executing your current campaigns?

 

A good way to make this change over time is to improve in small chunks, over a specified period. This simpler view of change is that you only have to plan changes in groups of three to support a larger change initiative. And if you tackle three of these per quarter, you can change your marketing approach in the course of 12 to 18 months.

 

If you’re good at planning and delivering change, then the next step will be to add a third element like a CRM. Give yourself a year or longer to tackle these big efforts, but ensure you remain dissatisfied with your current state and always be moving forward.

 

Take the time to fully articulate your future state at 12, 18 and 24 months. Be very specific about what capabilities you’d like to have, and then back the changes required to get there.

 

6. Pick 3 key Behaviour-driven Automated Programmes to Build and Launch.

To start your behavioural marketing journey, consider focusing on these three specific programmes, which will yield strong returns for most businesses:

  • Cart or process abandonment - In many cases, a series of 3 messages will yield the best results. Spend time thinking about the pace and content of each of the three messages. The first should be within 30 minutes of abandon, the second should come the next day and perhaps feature an offer, and the final should happen roughly two days later and make your absolute best case for the purchase, trial download, etc.
  • Browse abandonment - Once someone visits one or more product pages on your site, your browse abandonment programme should automatically trigger a message featuring the best sellers in the category and include a call-to-action. By playing back content the person is interested in, you subtly reinforce that you’re paying attention, driving personalisation through the roof.
  • Welcome campaign - A comprehensive, well orchestrated welcome process can create an deeper bond with a recipient. You might begin a welcome series with a simple thank-you message, move on to content about your online offering, and close with an offer designed to drive the purchase. Keep it personal, light and informative and you’ll build a quick rapport with new customers, which often leads to more profitability later.

As you continue implementing more behavioural marketing tactics, you may have to go down a road that’s unique to your business but remember that rarely do bad things happen when you’re relentlessly moving forward. Be thoughtful and realistic, but don’t hold back. To help you further click the link below>>>

 

B2B website personalisation

Tags: b2b marketing tips, small business website marketing, website marketing for small businesses, small business online marketing, b2b web personalisation, b2b behavioural marketing

Small Business B2B Website Personalisation

Posted by frank harris on 04/01/19 11:04

website personalisationToday, web personalisation is a marketing activity that creates a more meaningful experience for your customers and generates better business results. How? The eBook associated with this blog will explore that question and more.

 

First, let’s start with an example that illustrates why web personalisation is a critical component of your B2B marketing activities:

 

As a small business, I hope you are not sending the same exact email to your entire database, even if it is well tested and delivers results. Your database is comprised of multiple segments and different types of customers.

 

Some people may be very new to your product or service, while others are long-standing customers, so sending the same communication, offer, or content piece to all is not effective.

 

But most companies are doing just that, daily, on their website. They offer the exact same experience to every visitor, every time, regardless of their behaviour or attributes. And each month, they do it hundreds of times as active prospects and customers visit their site.

 

So, while you understand how detrimental a repetitive experience is on email - often that thinking doesn’t extend to your website. And that’s a mistake when you think about how much of your interested audience you alienate every day by skipping the chance to speak to them as individuals on your website.

 

For a business whose activities drive toward key metrics - conversion, engagement, and increased lead generation, failing to utilise your website in the most effective way possible has a measurable impact. This is because your website is the hub of your marketing activities and web personalisation is proven to make that hub (and all your investments that drive your audience to it and keep them there) much more effective.

 

A report by VB Insight found that 87% of companies see a lift in key metrics (such as conversion rates, engagement rates and lead generation) when they employ personalisation. Within that group, 40% see an uplift of more than 20% in key metrics. Missing the opportunity to connect with your buyer ultimately means lost revenue, yet fewer than 20% take advantage of web personalisation to improve their results.

 

This fact is compounded by today’s expectation of instant gratification and a wherever/whenever

dimension to every aspect of online experience. Now, more than ever, your personas are better informed, more selective, and quicker to say no. Each day, they are bombarded with new marketing messages, so only the most targeted and relevant messages earn their attention. If your website doesn’t immediately address a buyer’s needs, they will bounce and seek or information from somewhere else.

 

So how do you create a website that accelerates engagement, conversion, and retention for your prospects and customers, and creates a more relevant experience for your buyer?

 

Just like you would not send the same email to your entire database, you do not want one, generic message on your website. To be effective and relevant for every individual or segment in your audience, you need multiple, personalised messages.

 

Web personalisation is a critical component of your marketing – from creating a great customer experience to driving better conversions.

 

The goal of the eBook is to provide an overview of the web personalisation landscape for small B2B business. It will help you learn how to create a personalisation framework for engaging your audience more effectively - specifically on your website.

 

This eBook is created for small businesses who are considering using, personalisation on their website and across their web channels.  You’ll learn:

  1. What Web Personalisation Is: This section defines web personalisation and how you can use it to create a dynamic, relevant web experience for your buyers.
  2. How Web Personalisation Helps Business: By moving the needle to enable them to deliver a continuous, personal experience to individual visitors at Personalised experiences result in increased brand preference and loyalty, improved conversion rates, and ultimately an uplift in sales.
  3. How to Create a Web Personalisation Strategy: We will walk you through how web personalisation fits with your overall marketing goals, your customers’ journey, how to define web personalisation goals and helps you identify early metrics to track.
  4. How to Select the Right Message: Content is the key to communicating with your audience, and it’s a critical component of web personalisation. This section examines how to choose and create the right content for your web personalisation activities and where to serve it on your site.
  5. How to Measure Your Web Personalisation Activities: Metrics provide the feedback you need to understand the success of your web personalisation activities. This section examines the different metrics you can use to measure success from engagement to conversion.

 Use the guide, that you can get from the link below, to help you get started, take your web personalisation to the next level, and drive revenue.

 

B2B website personalisation

Tags: small business website marketing, website marketing for small businesses, small business online marketing, small business web personalisation, b2b web personalisation

Making Sense of Small Business Marketing in 2019

Posted by frank harris on 18/12/18 15:29

small business marketing 2017When viewed in its entirety, building an effective small business marketing model can seem highly complex and somewhat overwhelming. Many entrepreneurs who are new to the world of small business can become so stressed over the marketing aspect it gives them headaches.

 

It doesn’t have to be that way if you approach your marketing plan with the right perspective. When I ask people the question, “How do you eat an elephant?” very few give me the correct answer: “One bite at a time.”

 

You can’t launch a business concept and not tell anyone you’ve done it, and if you’re going to tell the world you may as well do it such a way as to give your business the highest probability of success. MBA’s have turned business marketing into a comprehensive science, but at its fundamental core the concept is fairly easy to grasp and straightforward.

  1. It’s effectively communicating your thoughts;
  2. It’s conveying a sense of value and benefit;
  3. It’s building brand loyalty and trust with consumers;
  4. It’s maximising exposure to the target market;
  5. It’s generating profit and being successful.

Internet marketing for small business has provided entrepreneurs with a distinct advantage that affords the opportunity to be competitive with the major players in the industry. While your small business marketing efforts cannot compete with the economies of scale and scope employed by large companies, the ability to market for maximum exposure has levelled the playing field and reduced barriers to entry into markets that were once controlled.

 

If you combine those factors with your time advantage and ability to focus on niche services for targeted markets, you’ll understand how truly successful your small business can be in spite of the major players in the industry.

 

When I launched my first business, I had a small amount of knowledge about business marketing but that didn’t stop me from becoming successful. I committed myself to the process of lifelong learning and eventually this concept became comfortable for me.

 

Do not have any doubt in your mind that this will become comfortable for you as well over time, and as your business experience increases. There are people in the business world who are highly successful who have much less creativity and experience than you. Trust me, I know.

 

Remember that just as Rome wasn’t built in a day, your marketing doesn’t have to be initiated at once. “Every journey of 1,000 miles begins with a single step;” you’ll get to your goal one step at a time with patience and persistence.

 

The art and science of business marketing can be learned by anyone who wishes to pursue the path of entrepreneurial small business.

 

One bite at a time. Get more advice by following this link>>

 

A Guide to B2B Website Marketing  for Small Businesses

Tags: website marketing strategy, small business website marketing, website marketing for small businesses, small business online marketing

Small Business Marketing: Client/customer case study Template

Posted by frank harris on 14/12/18 14:17

b2b online marketing community-1Small business marketing case studies allow you to showcase your best and most successful work, so they are worth spending time on. If you’re not sure where to start, the template below will help you to make sure you’re answering the right questions to create case studies showing off your brand in the best possible light.

 

So use the headings for your template and the content for the questions or topics you should include to make the report a great small business marketing tool. 

 

1. Background

Client background

What does your client do? What product/service do they provide? Who are their customers and what problems do they solve for them? What is their business mission?

 

Their challenge

What were the business challenges your client was facing? What was the problem they needed you to provide a solution to? Be specific about this: identify the pain points, the barriers, the opportunities that they needed to address.

  1. Engagement

Why did they choose your product/service/solution?

Outline the selection process your client followed. What key selection criteria did they impose? How many suppliers were considered, and over what period? Most importantly, why did they choose you? What were the deciding factors? What made you stand out for them, above your competitors and the other market players?

How did you engage with the client through the sales process?

What was your pre-selection sales engagement process? Did you provide a face-to-face pitch, a written proposal, creative, or a technical specification? Did you provide references, a scoping workshop, a mile-stoned and costed plan?

How did you engage with the client through your account management process?

Be specific about your account management structure, and how it benefited the client.

What deliverables were agreed?

Spell these out

  1. Solution

How is the client using your product/service/solution?

How have they implemented it to fit their business model/customer needs/specific challenges?

What difference has your product/service/solution made to the way they do business?

How are they using your solution to solve their business challenge? How are you helping them with this? What has changed in the way they do things? Which pain points and hurdles have been overcome?

 

What is the client’s favourite thing about the solution you provide them with, and their favourite thing about working with you as a supplier?

Ask the client what they consider to be the top three features of your solution, and the top two benefits.

  1. Results

What metrics were used to measure success in this case?

What were the KPIs and critical success factors?

What were the results?

Ask where possible for hard numbers from your client: before and after stats to demonstrate the change and success you have delivered. It may be preferable to use percentages and trend figures rather than hard numbers, to tell the success story.

Find the human-interest story too.

It’s important to have a human side to the case study, alongside the numbers. For example: ‘Due to the production efficiencies delivered by your solution, the client’s foreman no longer must work weekends’.

  1. The next steps.

Do you have a plan in place to help your client grow their business even further? What else can your solution help them to do? How does the future look for your client, now they have your solution in place?

 

Now you’ve got some case studies in place ensure you promote them on the best social media channels for their industry. For more on how to use social media channels click on the link below>>>

 

Nurturing Leads in  Small Business Marketing 

Tags: b2b small business marketing, small business marketing strategy, small business website marketing, small business online marketing

Some useful tips for B2B Online Marketing Copywriting

Posted by frank harris on 14/12/18 10:33

copywritingThere are an overwhelming amount of tips and tricks to help you become a better B2B online marketing copywriter.

 

To help you organise these tips into a useful 'toolbox' here are 2 best practices:

  1. Use short words, short sentences, and signpost your writing.
  2. Outline for your audience, write for yourself.

If you follow these rules, your writing will be easy-to-read, clear, and coherent

 

Your writing will also be well-structured yet capture some of your unique, personal voice which keeps readers interested. Additionally, you won't lose your easily-distracted online audience.

But, one more step is needed.

B2B Online Marketing Writing that Works

According to Kenneth Roman and Joel Raphaelson in Writing That Works:

 

Clarity in B2B online marketing copywriting, desirable as it is, is not the goal. The goal is effective communication — writing that works.

 

Professional writers have to write with the intention to have an effect in the real world.

 

As a copywriter, your goal is to motivate a reader to do something or think differently. They may buy something from your company, try something new, or change their perspective on a familiar topic.

 

Whatever it is, the result of your writing should be an action.

How can a Writer Achieve this?

It's difficult and it's also not something you can necessarily improve through trial-and-error.  

 

If you're writing to get leads then, yes, you can track readers to leads. More effective writing will produce better results.

 

If you're writing to change an opinion, however, it is not quite so easy to know which pieces are working. Readers simply don't comment like they used to and so it can be hard to know whether you have made an impression.

 

One source of advice about how to be more effective are other B2B online marketing copywriters. Reading about writing is a great way to move from good amateur writing to effective professional writing.

 

Start with the classics: 

  • Stunk & White, The Elements of Style
  • Zinsser, On Writing Well
  • Raphaelson & Roman, Writing that Works

 Then try reading modern writing books which also cover online copywriting: 

  • Felder, Writing for the Web
  • Handley, Everybody Writes
  • Redish, Letting Go of the Words

And for organising ideas, I've found Beyond Bullet Points (Atkinson) indispensable.

Key Points from Professionals

Here are a few key points which can help make writing more effective.

  1. Drive the action point home

The most important thing you can do to encourage action is to make it absolutely clear what you want your reader to do.

 

Have a clear call-to-action in your writing and make sure it is front-and-centre, not buried in your post.

 

content marketing for small business

 

Check your structure and ensure that the outline supports the intended action. Irrelevant or conflicting points distract from your goal and should be removed.

  1. Add spark

Spark is what makes writing exciting to read, and adding it is much more enjoyable than fiddling with structure. 

 

Spark comes as much from removing words as from adding them. Most adjectives, the passive voice, and clichés should all disappear.  

 

There are many more best practices in the books listed above. Apply them mercilessly and review. You will, almost certainly, have clearer writing and more effective results.

 

Besides the books mentioned above, here are a few more tips to review:

  1. Swap places with your readers

Ann Handley, in her book Everybody Writes, makes this additional suggestion. 

 

Swap places with your reader. Read what you have written and ask yourself a few simple questions: 

  • Is the point of the piece absolutely clear, from start to finish?
  • Has it been written with a real, honest tone? 
  • Have I been drawn into the subject, even if it doesn't interest me?
  • Did I enjoy reading it?

If you answer 'no' to any of the questions, then you need to revise.  

 

Writing which is memorable, enjoyable, and real is much more likely to make a lasting impression than that which is written in business-speak.

So...

B2B online marketing writing is not at all easy. You not only have to capture your audience's attention, but you need to convince them to take action.

 

Additionally, it is difficult to improve in this way by trial and error. Instead, it takes research, practice, and a lot of self-critique.

 

There is, however, a simple indicator that you have crossed over, though. Your B2B online marketing copywriting will have an impact in the real world.  You will have more feedback, more confidence, and perhaps even measurable results.

 

That is, your writing will start to 'work'. For more help follow this link>>>

 

Get your Whitepaper on How to Write Inbound Marketing Content

 

Tags: b2b online marketing, small business content marketing, content strategy, marketing content, repurposing content, content writing, b2b online copywriting

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