social marketing

Content attracts B2B

” Content attracts B2B Customers” – this is the main outcome of my recent analysis of several American based websites and online stores.

My outcome

My clients, micro and small businesses, were really surprised that they need to update their websites frequently to be visible in Google.

They were even surprised that their content is really not relevant and too old for their clients. Majority of websites were not updated 1-2 years.

They mentioned that the lack of time and resources as well as lack of leads from website caused less attention or lack of their attention.

Most clients use their old network of contacts as a main source of leads and sales. Of course it is a very good approach.

The situation is different if you are starting your business and you are looking for your new customers or you want to grow over your network. P.S. I have the same situation in USA.

My assumptions of your company offer

1. you have great products and services

2. you know your offer is unique

next:

you have to tell your potential customers your story.

This is actually the basis for creating the content. The great content attracts B2B.

The great content can differentiate your from your competitors, can build awareness and next grown your sales.

There is also one strange situation: your content is good, very creative, well designed, very popular ( many visits) but there is no leads.

I had it recently with one of my client.

There was a very simple answer – your clients expect something different or you direct your content to wrong channel of communication. By tweaking your message, you story, you can change the perception and results.

Your marketing efforts have to consider also online possibilities to reach new customers. Young generation is using social media, online searches widely. You need to be there.

Please find below one slide prepared by @Lee Odden. I presents all common channels of communication you can share your story and attract customers.

Some channels can help you in many areas: building awareness, developing advocacy.

  1. As you see all offline and online channels should cooperate and exist together.
  2. you need to check if your online content is visible on different devices: tablets, smartphones ( maybe you need to create a specific story per device)
  3. usability – easy to use, easy to access
  4. catchy and unique message that sells your products and services
  5. I would suggest to add marketing automation software and crm integration for all your channels.

content attracts b2b

Good luck!

Negative feedback is positive

. Today I read an interesting article on HBR  about negative feedback.

I don’t want to copy their thoughts but I would like to add my own ones.

Negative feedback

Currently we afraid about negative people, negative feedback, negative emotions, etc. I see it like a “positive trend” that it is not always a positive and good for us and our businesses. Of course there is another trend in social media and online media overall – haters…- people that hate everything, comment with anger, envy,etc. We can easily find such examples in our world.

On the other hand we forget about the constructive critique than brings development and changes our world in a positive way. All inventions come from a critique of a lack of some needs fulfillment and dreams.

I don’t think here about the straight critique of people’s work, talents or their traits that can damage a very fragile person and stop her/his development. It has to be done in a very tactful way. Everybody is unique with his/her skills, talents and experience. We have to respect each other but also constantly develop our skills. Young people should learn it especially. The competition is growing rapidly. They have to compete with all global generation that has similar skills and possibilities.

I think here about the critique of company processes, customer service, products.

The business consultancy is something like that  – we look  at the company’s issue and analyse, criticize and recommend solutions.

Our customers are our consultant very often. Simply we forget about it.

Recently I had a B2B client that lost his 70% customers. Of course he wanted to know why.

After small talks to his team, I got information that all his team members knew about this change half a year before their customers left. Can you imagine?

And they didn’t do anything to stop or find out why. The employees thought that their services/products are too expensive in comparison to the competition. But they didn’t ask straightforward their customers if they were satisfied or not.

This is the reason if your company gets the direct critique or feedback, it is a positive act.

Simply you can change something faster or prepare yourself for changes ( if they are long lasting like a needed investment). You can get loyal customers if you can help them and solve their problems.

If employees of the company that I described before shared the information and knowledge with his boss, they would prevent a situation of losing rapidly 70% of customers. Maybe they could change their products, price list, internal processes or prepare themselves for new ones, or postpone their leaving.You can imagine how difficult is to get new customers, how costly it is and time consuming in B2B service.

After my analysis we found out that not only too high price was the main issue.

There were others:

  • lack of flexibility in solving issues
  • poor customer service – answering after 24 hours; lack of nice atmosphere and simply chatting that customers needed
  • lack of regular reviews of customer portfolio: most profitable customers, most demanding vs. cost, time spent
  • lack of effort of getting new customers
  • lack of regular promotions and marketing activities
  • lack of investment in online tools that people prefer now
  • and many others

My advice is to take a negative feedback from your customers as a gift. It can Negative feedback is positiveshow you an issue in your business very often before you can notice it in your financials and statistics.

Social marketing can help in getting some trends for your business if you plan a long term business. You can learn what people like, what is interesting, how to engage them, even they are not your customers now because of their age.

I see that the most important is your product and service. If you can excel and present it in a marvelous way, you will win. People love unique and great designed things. Look at Apple, Samsung, Boca do Lobo. They have all these parts plus great operational processes.

I wish you and myself to get to such level.:)

Content is a king

Content Marketing and Search Engine Optimization (SEO) are two critical components of inbound marketing. Recently I read a few interesting articles about it. These is a summary of my findings.

The larger the organization, the more challenging it is to get approval and buy-in to build a sustainable content marketing program that will significantly move the needle in SEO

Your content marketing strategy will provide the biggest boost to your organic search visibility if you follow these four rules:

1) Know your key personas

2) Know and write to all stages of the buy cycle

3) Talk outside-in vs. inside-out

4) All write in the same direction

Know Your Key Personas

We all know how important it is to know your customers, core audience and key personas on the web. This applies directly to the content you create – especially for B2B companies – that usually have a limited content creation budget.

The clearer the picture of your personas are, the more targeted your content creation will be resulting in higher quality visitors that are closer to your ideal prospect.

Simply answer following questions:

• What are the main types of business problems the persona typically needs to solve?

• How does your product or service provide solutions to these problems?

• What are some specific tasks the searcher wants to accomplish?

• What are some sample search queries the persona might use?

• What can the site provide that will cause the searcher to accomplish this task?

• What is your business goal for the visitor? Lead gen? Newsletter sign-up? Sale? Inspiration?

• How will the searcher be motivated to complete this business goal? i.e., what’s the offer or incentive? What is the call-to-action?

With this intimate knowledge of your audience in hand, you can craft more relevant keyword and content topics.

Know and write to all stages of the buy cycle

Here are the four main stages of the buy cycle to build content for and the appropriate types of format for each:seo-content marketing

 Author: Scott Fasser, VP of Customer Experience at Optify

 

Talk outside-in vs. inside-out 

Knowing your key words that web users use via a search engine can help you drive a new way of your brand communication as well as modifying your basic message.

SEO helps reach more customers in an inexpensive way. If you don’t like words your clients find your company via search engine, you can invest your time and money into the keywords more relevant to you. But a wiser thing is to use what you have and create different communication by using your current key words.

The lesson here it to review your current and future messaging from the point of view of a persona that does not know about your brand, focus on true differentiation/value proposition and create content that they will understand without needing an explanation. Finding that balance between pushing new concepts and terms vs. serving the market where it exists today is an important input into your content marketing planning.

Write in the Same Direction

Content creation and SEO is no longer limited to the marketing department and copywriters. Blogs, social media, press releases, video, podcasting, etc. has created many ways to easily publish content to your company and other industry related sites. Profiles on Facebook, LinkedIn, Twitter, SlideShare, Pinterest, Google + mean that there are MORE places to fill with content. All of this communication impacts your brand and visibility – positively or negatively.

One of the most important things you can do to amplify your content strategy is to get as many people in your organization to understand how their work can impact the SEO program and what they should to contribute. By giving them the education and the game plan for what key messaging and keywords are reinforces the central promise of your business.

Simply one voice and one direction = you are the king.

 

Polish fanpage trends on facebook

Polish fanpage trends on facebook present one important information – the key driver for growing number of fans: technology and fun.

Telecommunication companies have an impressive number of fans but the most engaged fans are from other pages: kwejk.pl and all other related to relax and entertainment.

There are lack of hobby related leaders. It looks like Google Plus is taking such users into its umbrella. It is quite interesting differentiation.

fanpage polska 201306

fanpage_zaangazowanie_201306

All other graphs are available at Sotrender.pl

There is a difference with fan engagement. Here you can find more hobby, fitness related pages but still they are unique.

It means that facebook is really for fun and entertainment for Polish users. There is no difference from global statistics.

If you look at Polish fanpage trends from previous months the situation is really similar.

There is no simple answer if the number of fans is really a key factor for successful social presence. I think that their engagement is most important.

I will try to find some nice cases of social media engagement examples and will share with you soon.

How to create a successful website

How to create a successful website – It is a common question. Every day we are being asked for helping in making it happen.
Some people think that only search engine optimization is a key for success.
Guys, it is not true.

STEP 1: Start by creating a basic road map.

This will help you in keeping the directions and your dreams together. Keep in mind that this is an evolutionary process. You can change it and modify. The most important thing is to start doing it. The visions and dreams are really important but building a great website, portal or online shop like e-bay, Amazon or onet.pl takes years.  Please remember it. Evolution is the best solution at the beginning. Start small and grow big.

STEP 2: Determine what the main goal for your website is:

  • informative about you, your current or future business,
  • a lead generation to concrete group of clients,
  • e-commerce,
  • fun,
  • content sharing, etc.

Each goal requires different tools, skills and investment of time, money. It can be a hybrid of many goals but please remember to start with realistic goals for you and your resources. Building some tools require a time ( 6-12 months) and money.

STEP 3: Once you choose your goals we can concentrate on designing your website:

  1. do you have your logo, visual identity
  2. what is your style – colors, behavior, clothes
  3. what are your clients that you have already and you would like to have
  4. what other websites you like and enjoy
  5. tools to drive traffic into your website or online shop
  6. and many other detailed questions

STEP 4: We present designs, layout of major pages for you, some tools:

like sliders, video or photo galleries, forms, quizzes and others that are in the scope of your initial project.

STEP 5: Development

Once you approve the designs  a typical agency will start working on coding and development of your website or online shop.

STEP 6: Tools creation or configuration to help drive the right traffic to your website.

The web is a very competitive space- over 11 billion web pages, so you need to be strategic in deciding what works best  for you. Some of these tools include search engine marketing, e-mail marketing, social media marketing and search engine optimization. We help in:

  • newsletter configuration
  • linking to most popular e-mail marketing tools like mailchimp, getresponse.com or Polish  freshmail.
  • setting social media:  Facebook fanpage, Youtube channel, twitter, etc.
  • setting web statistics

STEP 7: The time to decide how and where you’re going to spend your (limited) marketing budget.

At the beginning your website, domain is unknown. You need to start with some SEO elements:

  • adding urls to most common search engines ( we can help in it)
  • adding good content with key words you would like to be searched
  • adding meta descriptions and alt descriptions to your pages, photos and videos

STEP 8: If you have budget, it would be good to  start also:

  • paid search activities to promote your website.
  • adding your website to some professional catalogs
  • adding your online shop to price comparison portals like ceneo.pl, nokaut.pl
  • adding some offers into allegro.pl or any other partner portal

These activities depend on your main goal, budget and strategy.

Some tools work very well for online shops, some work better for websites and portals.

STEP 9: At the end what is the most important? CONTENT and CHANGES

You need to spend time to build your brand, your website, products to change it frequently.  Please apply what you learn from your web metrics. These include page views, length of visits, traffic volume and trends, and you should study them to improve your site’s content, navigation and performance.
This enables you to offer a better experience to your visitors and create a successful website.

Good luck! Of course we can help:)

no man is an island

No man is an island, entire of itself every man is a piece of the continent, a part of the main if a clod be washed away by the sea, Europe is the less, as well as if a promontory were, as well as if a manor of thy friends or of thine own were any man’s death diminishes me, because I am involved in mankind and therefore never send to know for whom the bell tolls it tolls for thee. ~ John Donne

It is a great beginning of our understanding what the social network means.

Not only online social network but overall – our family, close friends, friends from school, from work, friends from our societies, people that we meet everyday on the street and on our way to work.

We are connected.

What is the main goal of social network?

1. deeper relationship or

2. better understanding of ourselves and brands

3. building our image or keeping it

4. getting more relations?

I think these are the main goals of being there – in facebook, twitter, goldenline, linkedin, pinterest.com etc.

the question is what our strategy should be in such world

Think about it positively

It can help you in your life by: getting better products, better services, better customers, better knowledge, trusted reviews.

Of course you can feel some manipulation. But you are wise and you will know when it happens.

Not all companies want to spend their money in social network because of time, because of difficulty to maintain the interest.

We have the same problems. On the other hand our clients and friends prefer get better information form time to time.

Maybe your clients would like to get it on quarterly basis for example.

Try to understand their needs and expectations. They will come back to you.

Nobody like spamming.