A helping hand is just that. These are posts we believe will help you to improve your marketing.

  • Helping you measure your marketing more effectively
  • Helping you focus so you get a better ROI
  • Ensuring you are planning and then delivering your marketing

Of course, if you need a hand with any of this, we would love to have a chat and see how we can help you improve your marketing and grow your business.

Give us a call on 020 8634 5911. Let’s arrange a time for a coffee and a chat.

8 Marketing Tools you can use remotely

marketing tools article open sign image

With the threat of Coronavirus upon us, and many people predicting a real hit on the economy that could last months, it is vital that you keep your marketing going. In a world where we get so many messages every day, it is easy for people to forget about you. So here are 8 marketing tools that will allow you to keep in touch with your target audience…

Email

If you have their contact details, email marketing is one of the easiest ways to maintain awareness within your target audience.

Whether you are using email marketing tools, such as Mailchimp, or simply sending them from your Outlook or Gmail account, keeping a regular stream of relevant and useful emails going out to your target audience will show them how you add value and will ensure they remember you when the time is right.

Social Media

Iur phones rarely more than a few feet away from us. This means social media is another marketing tool for small businesses to use to maintain awareness. Remember that the social media tools you should be focusing on are the ones your target audience uses. Don’t try to include every single platform, just in case. You are far better off using two platforms, perhaps LinkedIn and Instagram, and doing it well, rather than trying to maintain accounts across LinkedIn, Facebook, Instagram, Twitter, Snapchat, TikTok and others – the more you try to use, the less time you have to generate great content.

And don’t forget to also share other people’s content when you believe it will be useful for your target clients – this can generate just as much credibility for you as a post of your own.

Blogs

Articles that show how you help your target audience are proven to maintain and increase brand awareness, increase SEO performance and generate leads. They also provide valuable material for you to share over email and social media.

Think about the issues facing your target audience, both right now and throughout the year. What can you write that will show them you can help them?

Webinars

Webinars allow you to talk directly to your audience without the need to be in the same room as them. Email and social media can be used to make your target audience aware and to get them to sign up; the webinar gets you in front of them.

Podcasts

Podcasts are a great way of travelling with your target audience. Your listeners can either stream or download your podcast, with many people listening whilst they travel or during a bit of work downtime. If people are self-isolating because of coronavirus, there is only so much daytime TV they can watch! Give them something useful to listen and you can quickly build an audience.

Video

In the same way that webinars and podcasts allow you to reach your target audience remotely, video content, via YouTube or Vimeo, will help you get your marketing messages across. Your phone’s camera is perfectly suitable for creating video and all you need is a space you where you won’t be disrupted.

Make video content that shows how you help your target audience and they will remember you when they need help. Great content is always shared too, expanding your audience even further.

Direct Mail

Not something you would normally think about, but if you are self-isolating, think about writing a few letters. If your handwriting is good enough (meaning I will always be typing!), handwritten letters are effective. People recognise the time you have invested.

Your Phone

Perhaps the least used feature on many people’s phones is… the phone.

Dial someone’s number and talk to them. Humans are naturally social animals and there is only so much isolation we can take. This more static period is the perfect time to build and strengthen relationships. Get on the phone and have a chat. Check in on how contacts and clients are doing and show you care about them and their business.

 

To keep your business growing during times of economic uncertainty, whether that is the current coronavirus epidemic or a recession, the small businesses that keep their marketing going are the ones that survive and the ones that benefit most when things return to normal. Even when the decision makers aren’t buying, you need to ensure that you remain in their thoughts. When they are ready buying again, they remember you. The time you have invested up to now mustn’t be wasted by allowing them to forget you going forward. These eight marketing tools will help you maintain awareness within your target audience so you are at the forefront of their minds at the point they need your help.

I hope this has helped you and that you, your loved ones and your business stay healthy and prosperous through this tough time.

 

Pointing you in the right direction to attract and win more clients

image to support pointing you in the right direction article

Image by Gerd Altmann from Pixabay

The role of the owner of a small business is varied, encompassing a wide variety of different tasks. From finance to sales, from marketing to operational delivery. The problem is that most entrepreneurs go into running their own business because they love what they do. Does this sound familiar? Do you love doing what you do and really wish you could spend the vast majority of your time doing just that? You are highly skilled in delivering your passion. You know exactly what to do and how to help your clients. And the biggest problem is actually finding more of those clients to help! Let’s look at a quick and easy solution to help you do that; one that doesn’t cost the earth and won’t take up huge amounts of your working week – however long that may be. The process of attracting, and then winning, new clients can be complex, particularly when you aren’t 100% sure on what you are doing. Here’s our four-step programme on how to attract and win more clients.

1. Know what has worked so far

Do you know how you won the clients you have right now and the ones you’ve had before now? How about how you attracted the prospects that you didn’t convert? Knowing this is a vital step in winning more of them.

If you know what worked and generated more leads, in stands to reason that you would do more of it. Conversely, if you know what isn’t generating leads, you’d stop doing that wouldn’t you?

Tracking your leads and your sales is actually relatively easy. You write them down somewhere. For some companies, it makes sense to invest in a CRM. For others, a spreadsheet will be more than sufficient.

2. Decide who you want as new clients

There is nothing to stop you signing up whoever comes to you, assuming you are confident you can deliver and they will be profitable. However, when it comes to being proactive to attract new clients and generate leads, you have to be focused. The word anyone MUSTN’T be in your vocabulary.

Identifying the industry sector, geographical area and decision maker allows you to focus your marketing. Focusing means your resources aren’t spread thinly and will be more effective.

Once you identify who you want to acquire as new clients, you can develop the right messages, by ensuring they show how you can help that target audience. In today’s world, people no longer care what you do, they care how you can help them.

Finally you can pull together a book of evidence that proves you can help them and deliver on your promises. In the same way that you look at reviews on TripAdvisor before booking a hotel, prospective clients want to see proof you will deliver value for money.

3. Determine how you are going to generate leads

How many sales do you need to achieve your targets? How many leads do you need to generate those sales? What marketing is needed to develop the leads? You must start with a target and work backwards.

  • If a client is worth £15,000 a year to you and you want to grow by 10% from your £1,500,000 revenue last year, you need 10 new clients this year.
  • If you convert 10% of all leads, you need 100 leads.
  • Last year’s marketing generated 60 leads, on a budget of £75,000, so you need to generate 2/3rds more this year.

You have a choice at this point. Simply do more of what you know worked last year, whilst stopping what didn’t work. Or, identify other marketing activities that you believe can bring in more leads.

4. Get it done

Perhaps the hardest part of this four-stage process is getting the marketing done. At the beginning of the year, you will be eager and you’ll keep to your marketing plan. What happens when it is working, generating the leads and you are converting them to new clients. You’re going to be busy delivering for your clients. If you want to attract and win more clients, this has to happen.

How are you going to maintain the marketing plan so you have a consistent level of marketing activity happening?

Two choices – employ or outsource – or a 3rd in work every hour sent!

One of the conversations we have very early on with, almost, every prospective client is around the fact that what we do, they could do most of:

  • With some thought and number-crunching, you could quite easily measure your own marketing performance.
  • Looking back, and thinking ahead, identifying your target audience and pinpointing your Ideal Client would take time but you could do it.
  • Developing a plan and then delivering it is all well within your capabilities…

 

So why use SME Needs? Because the hat you want to wear is the operational delivery hat. You want to do what you set up this business to do – work with your clients and grow your business. Your marketing is all about how to attract and win more clients. We help you ensure that happens properly.

Four Questions to ask when considering your small business growth options

Which Box?

If you’ve done any studying around business or marketing, you will remember Ansoff’s Growth Matrix. For those of you who weren’t quite so “lucky”, let me quickly go through it and show you why it is a highly useful tool to help guide your growth planning and therefore your small business marketing.

Image of Ansoff's Growth Matrix to support article on small business marketing and growth plans

 

The matrix has four boxes:

1.       Market penetration = Existing markets buying current products

2.       Product development = Existing markets buying new products

3.       Market development = New markets buying current products

4.       Diversification = New markets buying new products

Where are you now?

If you are still an early stage business, you are almost certainly in the Market Penetration box. You’ve identified a product (or service) and you are working to maximise the size of your client base. You are probably selling to clients who are similar in nature, or need. Your customer base may be across multiple geographical areas, but it if you deliver a service that involves your time, you are almost certainly selling within a fairly tight geographical region. This is simply because of the time, and cost, involved in travelling to other areas.

Moving boxes as a small business growth strategy

The decision to move into a different box, from Market Penetration, is a big one. It is a big commitment and can come with some risk, dependent upon which box you are considering. The decision to move boxes should be guided by your answers to the following questions…

1. Have you maximised sales of your current products to your existing markets?

The answer to this question is almost certainly no. Unless you are the market leader for your region, there will always be the opportunity to sell more. If you are struggling, a market development or product development strategy may work for you. It will depend on whether you believe you know the product or the market more.

2. Are your competitors dominant in your existing markets?

If you were late into the market, it is likely that there are a number of dominant players. They will make it difficult for you to develop your market share, so a different box may be a good alternative for you.

3. Are there products you can sell to your existing market?

If you’re in the technology market, for example, there is always a new product to sell. Many will be updates of what you are already selling them, so that doesn’t count, but there will be alternatives:

  • If you’re an MSP selling on-premise solutions, Cloud would certainly count as new product, as would telecoms.
  • If you’re selling cost savings, are you providing a full range of utilities, plus telecoms or connectivity?

These are just a couple of examples of how moving into the Product Development box may be a good small business growth strategy. However, try not to go too far away from your core products. If you currently provide software solutions, trying to add office furniture to your portfolio is probably a first step too far.

4. Can you properly serve additional markets?

A new market can be one of two things: a new geography – selling in Birmingham, to add to Bristol, for example. Or it can be a new sector – selling to the hospitality sector as well as the leisure sector. If you want to sell to this new sector, can you say you know enough about the sector and their needs to be able to generate sufficient sales within that sector? Developing a good knowledge of the new target market is vital if you want to sell existing products into a new market.

The route through the boxes

Businesses rarely go from Market Penetration to Diversification. Why? It’s simply too much of a risk. Trying to sell products you have little experience of to markets you have limited knowledge of is a gamble. A gamble that most businesses wouldn’t take.

Product or Market Development?

Truth be told, most companies do some of both. Over time, new products appear to sell to existing markets. At the same time, the reach of businesses, particularly in our digital world is constantly extending and orders come in from around the country, or even around the world. “Accidental” market development, however, often means a lower profit margin. Getting your product, or service, to different parts of the world can mean an impact on delivery costs. Customers may not want to pay a premium (at least that’s the way they see the increased costs) to get your product. You then have to decide whether you want to deliver, or not.

If, as a business, you are looking to grow, you will almost certainly have to move into a new box. It doesn’t mean you are leaving the old box behind. Over time, it will actually mean you are working with multiple sets of boxes. One set for each product or market. As you grow you simply move again.

If you are looking to grow your business, consider which is going to be the best first step: product or market.

Of course, if you would like to discuss this in more detail and see how we can help you develop the right small business growth strategy for business, call us on 020 8634 5911 or click here.

Four Changes to maximise growth in 2020

image to support blog post: maximise growth in 2020 Small business marketingJanuary 1st 2020 brought not only a new year, but a new decade. The political scene is one of turmoil and this is going to impact the business environment. As a small business owner, if you want to make the most of 2020 and the new decade, here are four things to do with your marketing to maximise growth in 2020…

Don’t stop talking

When businesses start to worry, they start saving. They stop spending time and money on things they believe they can save on. Talking (or marketing) is one of them. But, when you stop talking, people are quickly forgetting what you want them to remember. We all see too many messages for everything to stick. Only the really memorable, or often repeated, will remain.

As your competitors stop talking to your target audience, you have the opportunity to make more of an impact. With, fewer voices out there, you have a better chance to being the one being listened to and being sought out for assistance.

NEED HELP KEEPING YOUR MARKETING CONSISTENT? CLICK HERE

Talk about your clients – not yourself

There are still too many businesses out there talking about themselves. They talk about how they are “the leading provider of…”, or they talk about the features (and usually complexity – because that means they are clever) of the product or service they provide. The problem here is that they are expecting the target audience to translate that into how it helps them to resolve their problems. Something they simply don’t have time to do.

Take a look at your service/product from the client’s perspective. What is it they are looking for? If you talk about things from their point of view, about how you can help them, they will “get it” faster. They will look at you positively because you’re thinking about them and they are far more likely to get in touch and talk in more detail about how you can help.

Finally, talk in the language of your clients. Using the language of jargon of your industry means you can understand what you’re saying, but you are the person who needs to understand your marketing messages. If your target audience cannot understand your messages, they won’t engage and they won’t talk to you.

Talk to the right people

With reduced investment in marketing comes reduced focus. After all, it takes less time to send, for example, an email campaign to everyone in your mailing list, than it does to segment your audience and ensure the right messages get in front of the right people. Here’s just a few thoughts…

  • Define your Ideal Client(s). The more precise you are, the better you can make the marketing messages you use. You can also use this to ensure your network knows exactly who you want to talk to.
  • Segment your emailing lists, using segment or tags. You may need to add to the data you have in order to do this.
  • Go to topic or industry-specific networking events, rather than the bigger events where you will meet anybody.
  • Consider direct mail campaigns. The higher costs of postage and printing will make you think twice about just how many people you include in the campaign. This gives you the opportunity to make your DM campaigns highly targeted. The more relevant to the reader, the more likely it is to work.

If you really want to maximise growth in 2020, the more focused you are, the better.

Show off your successes

You have delivered some great work for your clients this year. Stop for a moment and think about the projects you’ve delivered and the successes.  Your target audience want the same results, but they won’t know you can deliver those results unless you tell them.  Case studies and testimonials are great evidence that you can deliver on your promises. Add them to your website and use them in your marketing, so you’re spreading the word about just how good you are.

If you have decided to make 2020 the year you really kick start your small business, these four points are where you need to start. Of course, if you would like a hand, get in touch and we will help you maximise growth in 2020.

The 12 Marketing Days of Christmas

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The 12 Marketing Days of Christmas

With Christmas on a Wednesday this year, many businesses plan to stop, or at least slow down, after the 20th December. Very handily that gives us 12 days of Christmas before everyone returns on the 2nd January (although that may extend to the 6th – but there isn’t a 16 of anything around the festive season!). So for your deluctation, here are our 12 marketing days of Christmas…

On the first day of Christmas my Marketing said to me: Thank you for the bus-iness

Thank your clients for the business they’ve given you this year. Whilst some of them may never use your product or services again, it doesn’t mean they won’t tell others who can. For those who continue to work with you, they will certainly appreciate the gesture.

One the second day of Christmas my Marketing said to me : How did you do?

If you don’t know how 2019 went business-wise, how can you set targets and make plans for next year? Review your 2019 performance to see what went well and what didn’t. What didn’t work is the most important piece here, as that is the current drain on time and money. It needs to be improved or it needs to be stopped. Either way, you have to know what needs to be worked on before you can fix it.

On the third day of Christmas my Marketing said to me: what can you do?

To implement a marketing plan that will hit your 2020 targets, you need to ensure those skills are available to you. That means:
1. Find out who has marketing skills within your business
2. Assess whether they have time to use them
After all, it they don’t have time, their normal work will take priority and your marketing won’t get done.

On the fourth day of Christmas my Marketing said to me: What do you want?

On the 2nd day or Christmas, you worked out how you did in 2019. Now, what do you want to achieve in 2020? If 2019 was a good year, compared to 2018, do you want the same level of growth or was that an exceptional year? Remember that continually achieving the same %age growth rate becomes harder and harder as the numbers get bigger.
If you don’t set targets for the business, you won’t achieve them.

On the fifth day of Christmas, my Marketing said to me: Show me money

It doesn’t matter how you slice it, you have to spend on marketing. That spend may be in the form of your time, but as time is money, it amounts to the same thing. You then need to take skills and opportunity costs into account. Whether you have the marketing skills available (the 3rd day) or not, can you earn more by working than it will cost you to pay someone to do your marketing? If yes, then outsource it and keep working.

On the sixth day of Christmas, my Marketing said to me: Can Cli-ents buy more?

Not many companies only sell one product or service. How many do you sell and which clients buy what from you? As your clients already trust you, it is far easier to sell to them than to prospects who don’t know you any better than they know your competitors.
Map your products and clients and see what opportunities there are to sell more to them. The bigger your share of their wallet, the harder it becomes for them to stop using your services – and assuming you’re doing a great job, they aren’t likely to anyway.

On the seventh day of Christmas, my Marketing said to me: Who’s your Ideal Client?

There isn’t a company on the planet who sells one product to everyone in the world. There are plenty of companies who sell lots of different products to lots of different people, but each product has a difference set of benefits and a different set of customers who need that product.
Heinz Baked Beans may be the only exception – selling over 540 million tins a year in the UK!

Having a clear picture of who your Ideal Client is will help improve your marketing in 2020.

On the eighth day of Christmas, my Marketing said to me: Put More Time A – Side

Working in the business, without regular time spent working on the business, will deliver what you’ve sold a little quicker, but will not help you achieve the targets you have for the business. You have to put time aside to review, assess and adapt your marketing plan if you are to achieve your business goals.

On the ninth day of Christmas, my Marketing said to me: Where’d you get your Leads?

Too many companies measure the wrong things when looking at their marketing. Do you, for example worry about the number of Likes and Followers you have or the number of people on your mailing list? If you do we’re sorry to say that they aren’t the most important numbers. Whilst a big mailing list can be good, you’re far better off with a small, but highly engaged, list. The number of Likes you have is superseded by the revenue generated from social media in the vast majority of cases.
Your marketing budget should be concentrated on what is driving new business and growth. To know what is working, you need to know where your leads came from. In the B2B sector, the easiest way to find out is to ask them. Then make sure you record this somewhere. If you would like a lead tracking spreadsheet, click here.

On the tenth day of Christmas, my Marketing said to me: Do you Have a Plan?

If you don’t have a plan, you cannot deliver that plan and it’s highly unlikely you will hit your business goals for the year. You are, broadly speaking, simply hoping you will hit your targets for the year. Does that sound like a good idea?

Developing a plan doesn’t mean spending days working out what to do, or committing huge amounts of money to marketing. A good marketing consultant will work with you to develop the right plan for your business. One that, as much as possible, fits your targets, your budgets and the skills/resources you have within the business. Of course a tiny budget and a large growth target rarely go together, so you may not get everything…

On the eleventh day of Christmas, my Marketing said to me: Who can Really Help?

If your marketing plan includes marketing channels you have little, or no, experience of, you need to find a supplier who can help. You want one with a great track record, one with experience in your sector and one you trust to deliver on their promises. As a Virtual Marketing Director, we help you manage third party suppliers to ensure they deliver on their promises. We have a good network of suppliers we know and trust and we can work with people you know and trust to. Using someone like us to help you manage your marketing means you have more time to concentrate on what you are good at.

On the twelfth day of Christmas, my Marketing said to me: Really get a-going

All the planning in the world won’t deliver a single new client unless you implement the plan. It is only by carrying out what you have agreed is your marketing plan for 2020 that will you achieve the goals you’ve set for the business. If you need more help than you originally thought (perhaps your marketing has been really successful and you have less time than you thought), better to spend a bit more of getting the assistance you need, than for your plan not to be implemented.

Preparing for 2020

2019 has flown by and 2020 is waiting just around the corner. If your 2019 was full of growth and successful marketing you’ll probably want to continue that through to the new year. However, if your year was lacking in that department, then even more reason to keep reading to see our top tips helping […]

How Opportunity Costs impact your Marketing

No one likes the idea of wasting time or money, especially marketers. However, no matter the industry, everything you do comes at a cost. This is why it is crucial you weigh up the pros and cons of your marketing efforts and ensure they are helping you achieve your goals in the most efficient way possible. Opportunity costs aren’t something that can be avoided. Instead, you need to learn how you and your business can best navigate through it.

But first, what is opportunity cost?

Opportunity cost is the benefit or opportunity you sacrifice when you choose an alternative option. Understanding the value of the alternative is an incredibly useful skill to have. It means your decision making is precise and done in consideration for what other options were available.

To calculate something’s opportunity cost, you need to predict the return on investment of each alternative and compare it to the chosen option. If the cost is not a concrete figure, rather an opportunity, you will need to decide which you feel will be the bring the biggest benefit long term.

So how does this affect my marketing?

The concept of opportunity cost affects your marketing strategy more than you may think. The aim of a marketing campaign is to efficiently reach a certain group of people and direct them back to a product or service that they then purchase.

What tends to happen is a company’s marketing strategy will be working, so they do not question it. However, what they don’t realise is they could be doing even better had they gone a different route. For example, say you have a successful Facebook campaign in action and that’s where all of your marketing budget is going. This means you don’t have any budget for LinkedIn marketing which would have brought you double the amount of leads.

To avoid losing out on the opportunity cost of your marketing efforts, before committing to an avenue of marketing, explore all of the options. This means looking in detail at how each alternate could benefit you both short term and long term. From there you can decide which option best aligns with your company’s goals.

If you need help understanding and navigating the opportunity costs of your current marketing strategy, give us a call. We’d be happy to walk you through it.

Cost of marketing support vs. doing it yourself

When thinking about marketing and the costs involved, you have to think about the physical cost of it as well. You have two main options. You either hire marketing support or you do the marketing yourself. These are both great options and which is best will differ from company to company. So what is best for yours?

If you’re currently doing all of your own marketing, there are a few things you may want to take into consideration. Similar to what we discussed above, could your time be better spent elsewhere? Are there more profitable things you could be doing instead of doing your own marketing? If so and these things bring in more income than what it would cost to outsource your marketing, it’s probably a smart decision to consider making the swap. That way you can be confident that you’re delivering great marketing content while having more time to dedicate to other aspects of your business.

If you have any questions about outsourced marketing and whether it’s the right fit for your company, give us a call and we’ll help you with everything you need to know.

Six great marketing technology tools for small businesses



Today was the second, and last, day of the Technology for Marketing Show. This seems to be just the right time to look at the marketing technology products that we know and trust. Some are free and some you have to pay for, but all provide real value and will help you with your marketing, if you fit their target audience.

Let’s start with the free marketing technology

Google Analytics

If you don’t have Google Analytics on your website, you are really missing a trick. Google Analytics is a great tool for telling you how well your website is performing.

Adding it to your website is child’s play, especially if you have a WordPress site. Once you’ve set up your Analytics account, you either add the code (they provide) to the Theme settings or use a plugin.  Either way, you will be live in less than ten minutes.

Google Analytics will tell you:

  • How much traffic you get to the site.
  • Where it has come from (natural search, social media, paid search etc.).
  • The average time people spend on the site, and the average number of pages they visit.
  • Which pages aren’t working well, via the Bounce Rate and Exit Rate statistics.
  • The devices people use to visit, and for e-commerce sites, what devices they use when making purchases.
  • Demographic information about your audience, such as sex and age.
  • The flow of people through your website.
  • And much more…

All of this can then be compared to other time periods. Is your website performing better than last month, or last year – or yesterday?

If you are going to use one marketing technology tool, this is the one we recommend as an absolute must!

Search Console

image of Google icon - provider of some of our marketing technology setAnother Google product, formerly known as Webmaster Tools, Search Console will help you to analyse your search engine optimisation performance.

  • What search queries are you ranking for, and where are you ranking?
  • The volume of searches there are for that query.
  • Whether Google has a sitemap to work from – always a good thing.
  • The number of links, both internally and externally, linking to your site.
  • How mobile friendly your site is
  • And more

Again much of this can be compared against other time periods to see how you are performing. Just be careful when considering the average search position. This is an aggregation of data, so a high volume of searches with a low SERP figure will drag your average ranking figure down significantly.

Yoast

image of Yoast logo one of our marketing technology setStrictly a plugin and most often seen in WordPress sites (they do others), Yoast is a highly effective tool to help you to improve your search engine rankings.

Yoast is frequently updated, so you can be confident they are keeping up with changes that the search engines are making to their algorithms.

Once you tell Yoast what you want your page to rank for, it provides a traffic light grading to show how well they believe that page will rank. It doesn’t promise to get your onto Page One for that phrase, but it will point you in the right direction.

As SEO is split into two key variables, so is Yoast. It looks at how easy your page is to read and then at the technical SEO. The internal and external links, image alt tags and sentence length, as well as use of title tags, such as H1s and 2s.

Definitely not to be used before you have done your keyword research. Definitely one to use once you have.  There is a premium version, but we recommend you start with the free version. You can then upgrade at the point you are comfortable with what you are doing.  Join their mailing list and they will provide a steady stream of useful tutorials and articles to help you make the most of the tool.

 

Let’s now switch to the paid for products…

CANDDi

image of CANDDi logo part of our marketing technology setMore of a sales tool than a marketing tool, but CANDDi can be highly effective when used properly. In our opinion, it is far more suited to companies selling higher value products or services, usually in the B2B market, rather than for B2C companies.

Where Google Analytics will tell you how many people have been on your site, CANDDi tells you what individuals are doing, what company they work for and WHO is visiting your site.

Before you get too excited, it cannot tell you who for every visitor. If the visitor searches from a fixed IP location, their IP lookup tools will tell you what company the visitor is from. If you already have, or the person gives it to you, it will tell you who is visiting. CANDDi will also notify you when that person comes back too!

The Process

Imagine a lead comes in because somebody filled in the contact request form on your website. CANDDi will tell you:

  • what pages they visited, so you know what they are interested in.
  • when they visited, and how many times.
  • whether they downloaded anything you have been actively promoting.
  • Where they are in the world, helping you qualify the lead.
  • Some, if not all, of their social media details

You have a chat and they want to think about things.

When they come back, you are notified so you can follow up the lead (not straight away, that’s a little creepy). Timing is key to making the sale so knowing when they are thinking about you is a real help.

With contracts starting at £149 per month, on a 30 day term, the pricing and terms are far better than their competitors.

SEMrush

image of semrush logo one of our technology setIf you want to take your SEO performance seriously, SEMrush will really help to improve the performance of your website.

By showing you how your site is working technically, SEMrush helps you to get the basics right. After that, it is about showing you how you are ranking, in comparison to your competitors, for the keywords you provide.

It is stuffed full of ways to help you improve your website’s performance:

  • Listing your backlinks, including a toxicity score (toxic links are bad)
  • Brand monitoring, so you can see when your brand is being talked about.
  • On-page SEO checker, showing you exactly what is wrong and where.
  • Organic research, showing you what your competitors are ranking for
  • Keyword Magic Tool, helping you find the keywords to really up the performance of your SEO and PPC campaigns
  • And much more…

SEMrush is an agency tool, designed to help agencies manage their clients’ marketing and image of a pair of SEMrush socks

 

SEO performance and the pricing reflects that. The lowest price is $99 per month but if you are using a marketing agency to help you with your marketing (and they are using it), they can provide you with savings on that price. They make great socks too!

Mailchimp

SME Needs is a Mailchimp PartnerRecently rebranded as a customer relationship management tool, Mailchimp is still best known as an email marketing platform. If you want to communicate with your audience cost effectively, email makes absolute sense. We all get huge numbers of emails every day but we still open the ones we want to. If you are sending personalised and relevant information to your audience, you will get open and click through rates you want.

Mailchimp does provide a free version, but there are limitations, perhaps most notably allowing only one user. But the chargeable versions start at just $9.99 and its worth it to get the additional users (2 more) and all the functionality.

Mailchimp always had segments and groups to help you manage your audience, but the addition of tags makes it far easier to send only content that is relevant and they will want to read. Most people (69%)[1] believe that sharing data is a key part of today’s society and 57% of consumers happy to receive personalised marketing. If you are following GDPR guidelines and using your customer data sensibly, your email marketing is highly likely to be effective.

We recommend Mailchimp simply because it is the most intuitive platform we have tried and at a price point very few SMEs cannot afford.

Consistency is key

Marketing technology is only useful if you learn how to use it, and then use it regularly and consistently. That means either working your way through the training tutorials that all of these platforms provide. Or working with a marketing agency that regularly uses them and can help you make the most of the benefits marketing technology can bring to your business. If you would like to talk about how we use them with other clients, call us on 020 8634 5911 or click here.

 

[1] DMA figures, Sept 2019

Don’t be a Jacob Rees-Mogg!



image of jacob rees-mogg

Credit: https://www.heraldscotland.com/news/17878690.jacob-rees-mogg-says-rebel-mps-risk-subverting-parliaments-scrutiny-role/

To give him his full title, The Rt Hon Jacob Rees-Mogg MP, Lord President of the Council and Leader of the House of Commons, is well known, perhaps infamous, for his use of language within the House of Commons. His, presumably, intimate knowledge of the processes and procedures within parliament give him an incredibly wide vocabulary to call upon when he talks to the house.

But just because he has this vocabulary doesn’t mean he has to use all of it. Whilst, I hope, most of his fellow MPs know what he is talking about, many people outside of parliament will listen for a short time before either:

a)       Scratching their head, wondering what he is going on about, before switching channels, or

b)      Think that he is being deliberately over-complicated to try to appear intellectual.

In a very truncated version of his words, “I put it to you that he is making a mistake”.

The question is: Are you doing a Jacob Rees-Mogg?  Are you using terminology and language within your marketing activity that your target audience and prospects don’t want to hear?  If you are, you run the risk of them doing the same thing – stopping listening!

The Jargon

Every industry has its own language. Its own terminology that people use internally so that they all know precisely what they mean. Acronyms can be found alongside this language so it is shortened, whilst complicating it further for anyone outside of the industry. Some people even write a book to help others to understand what everything means.

Drop the Jargon

The problem with jargon is that only one small group of people actually knows that it all means.  For others, it is hard work, confusing and unnecessary. If you are using the jargon from your industry within your marketing, you are not giving your target audience what they really want to hear. They want to know that you understand and can talk about three things:

1.       Their needs, issues and problems.

2.       What success looks like.

3.       Evidence you can deliver success.

 

Their Needs

Long gone are the days when your marketing could talk about the features of your service or product. You can no longer expect your target audience to then work out how those features will help them.

If you are not talking about their needs and problems, your competition will be and that’s where your target audience will go. As a client of mine describes it, every story has a dragon. This dragon need to be identified before a solution can be discussed.

Does your marketing make it clear to your target audience that you understand their needs, their dragon, or are you concentrating on talking about your business and what you do?

We carried out a short survey, across four different industry sectors, to see what their website content focused on.  The website content of 60% of IT support companies, 55% of accountants and 85% of lawyers started with them, rather than their target audience. When we looked at marketing consultants in London, 60% of their websites focused on their business rather than the needs of their target audience.  If you are in one of those sectors and you concentrate on your audience, you’ve probably got a good head start!

 

Success

A solution to their problem delivers success. Whether that is better analysing complex data to deliver workable information, fixing a laptop so users can work flexibly and remotely, or increasing web traffic to drive more leads, you have to talk about what your target audience wants.  They want success.  They will buy success from you, if they believe that you can deliver that success.

Your marketing needs to talk about how you help your target audience to achieve the success they are after.  Some of this will be a description of what you do or sell, but very little. Concentrate on talking about what your audience wants to buy – success.

 

Your Evidence

Some people are great at talking the talk.  It is the evidence you can put in front of your target audience that proves you are able to walk the walk too!

Evidence, in the form of testimonials, case studies, videos or imagery, is key to helping your prospects believe that you are the right company to deliver a successful resolution of their problems/needs.

 

Perceived Risk

The aim of your marketing is to generate leads that turn into new clients for your business. By talking about the client, about their needs and proving you can deliver a successful solution, you are reducing the perceived risk in the minds of your prospects. Buying from a new supplier is always a risk. Your marketing needs to reduce that perceived risk to the point they are happy to talk to you. Your sales activity, supported by your marketing, then aims to reduce the perceived risk even further so that they believe you can deliver on your promises and will sign that contract.

 

So don’t be a Jacob Rees-Mogg.  Use the language of your target audience so you help them truly understand that you can help them.

Get in touch if you need a hand

What are you talking about?


image to support blog about the right content for your blog

What is the right content for your blog?

Your marketing aims to develop new leads for your business. You need those leads to build your business and achieve the growth targets you’ve set. As part of a content-led marketing strategy, your blog is a major part of the content you produce and it is important that it performs. The question is: what are you talking about and what is the right content for your blog?

Your blog is there to do 4 things:

  1. Increase your SEO performance so the search engines rank you higher than your competitors.
  2. Attract more visitors to your website, via SEO or through the posts you put on social media about the blog articles.
  3. Demonstrate your knowledge about the topics you write about.
  4. Help website visitors decide to contact you and add themselves to your sales pipeline

So what should be in your blog if you are to have content that does some, or all, of these?

Problem solving content

Content that helps viewers to solve problems will put you in a powerful position. Whilst this sounds almost counter-productive (surely you want them to pay you to solve their problems), let’s look at why this is a good thing…

1.       It shows that you have the knowledge and expertise to help if they want you to help in the future. Just because you help them now doesn’t mean they are looking to resolve this issue every time it appears.

2.       They may have a go at fixing the issue, but if they don’t have the skills, they will need someone to help. If you have helped them get so far, they are highly likely to come to you to finish things off.

3.       They may have another supplier in place, but they are unsure about them and so looking for others who look like they have the skills they are looking for.

Content about what is new to the market/sector

There is always something new out there; it doesn’t matter what you do. E.g. the technology market is always changing, so reviews of latest products (and how they help the user) are always good. Within learning and development, there are new approaches or techniques. In marketing, there are new ways to share your content or curate others.

By talking within your blog about how these can help your target audience, you are demonstrating your understand them and their needs.

Your opinions on the latest news

The main news at the moment rarely moves off one particular topic (the B word). Sometimes they do talk about other topics; topics that are within your areas of expertise. By writing about this, its impact and how people can benefit/avoid/make the most of/solve whatever the topic is, you are again demonstrating your expertise.

Your News

Ever so often something happens within your business that is worth sharing with your audience. They aren’t likely to care when you recruit a new receptionist or replace an engineer, but adding a new Regional Director, because you’re expanding into new territories could be interesting. Perhaps the reader is a frequent visitor to your site, but has never been in touch because you don’t operate near them – until now.

A major breakthrough or a project that saved a significant amount for a client (what is a significant amount for your target audience?) is worth talking about, but it may be better to try and get this news out via publications with bigger readerships ( I know a number of very good PR firms, if you need some assistance in this area) so that the announcement gets seen by more people.

When looking at the right content for your blog, news about your business, I’m afraid, comes bottom of the pile, with a few exceptions. Why? Because your target audience are more interested in understanding how you can help them.

 

By publishing the right content for your blog, it is far more likely to be read and acted upon. If it answers a popular question, it is highly likely to rank well (an article on one of my client’s websites has ranked No.1 for a particular popular search term and now generates 37% of their traffic. It gets more visits than the home page.

We hope this helps.