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Customer Understanding

social media

Which social media marketing platforms are best for my business?

By A Helping Hand, Customer Understanding, Marketing Plan

social media

It’s well known that B2B companies tend to use social media platforms a lot less than B2Cs. It’s true that commercial buyers are certainly less likely to make impulse purchases. However, they are still human, and still susceptible to social media marketing. If you can identify which social media platforms your ideal clients are spending their time on, you can generate leads by making sure your business has a visible presence there. In this article we’ll help you work out which social media platform(s) is/are right for your small business marketing.

Go where your ideal clients are

B2B social media effectiveness

While it’s good to promote your brand widely, it’s no good pursuing engagement for engagement’s sake. You should focus your social marketing on the platforms where you know your ideal clients are. But first, you need to know who your ideal client is. To help you out we’ve written a brief description of each and compiled a table of the key demographic differences between the different platforms to help you work out where you should be marketing your business. (Statistics sourced from NaturallySocial and Hootsuite)

Example: If your ideal client is a startup business in an emerging, youth-oriented market, you might consider marketing on Instagram. Similarly, if you’re an established company targeting CEOs with 50+ employees, you’re probably better of sticking to LinkedIn.  

(Graph source: SproutSocial, effectiveness as judged by B2B marketers themselves.) 

1. LinkedIn

The go-to B2B marketing platform. Lots of B2B companies only use LinkedIn because almost all decision makers and CEOs are there. In the UK last year, 86% of B2B businesses had a presence on LinkedIn. Similarly, premium features like LinkedIn Sales Navigator and InMail make it easy to convert into a direct sales tool.  

  • More male (57%). 
  • Mostly popular with young people, especially 25-34yearolds. 

2. Twitter

Most businesses have a Twitter presence, which means it’s a lucrative platform for engaging with clients and competitors. While not as directly business-oriented as LinkedIn, it’s the perfect place to promote your products and drive traffic to your website.  

  • More male (60%). 
  • More even age distribution than the others, the majority under 34.

3. Facebook

Facebook has a lot of features geared towards hosting businesses, however it’s much more useful for B2C than B2B. The way the platform functions means it’s far easier for business pages to engage with individuals than other businesses. Also, it’s seen as a more recreational and informal, rather than professional and commercial network. Nevertheless, there’s plenty of opportunities to promote your brand and market products.  

  • Slightly more male (56%).  
  • Most popular among 25-34-year-olds but still popular with all older demographics. 

4. Instagram

Being a younger platform than the others (literally and demographically) Instagram has yet to develop good B2B potential. At the moment it is best suited to startups, cottage industries and sole traders. However, it’s rapidly developing as a commercial social network and is the most popular platform for young people, so it’s definitely one to watch for the future of B2B social marketing. 

  • Slightly more female (52%). 
  • Most popular among 18-24-year-olds.  

Less is more

If you know the platforms and have good marketing content, there’s clients to be found on all platforms. The real question is, which of them are worth investing time inIt’s best to invest your resources in promoting your business on one or two platforms well, rather than spreading yourself too thin across the whole socialsphere. Take your time, work out your ideal client and find the social networks where they congregate. You might get great engagement from sharing posts on Facebook, but if your engagement is coming from users with no intention of buying from you, there’s little to be gained from it. 

Leave your comfort zone

Perhaps you’re a fan of Twitter. You’ve got a thousand followers and you use it as your main social network and you never really got the hang of Facebook and Instagram. However, that doesn’t necessarily mean that Twitter is necessarily the best for your business. In some cases, your ideal client is just like you, but in most cases they aren’t. If you find that your audience is on a platform you’re not familiar with, it’s time to leave your comfort zone. If no one in your team has experience with marketing on Facebook, for example, perhaps you could outsource to a freelance social media manager.  

Which social media platforms are generating traffic and leads?

Using social media for your business is about generating interest and developing leads to convert into new clients. Are you checking, and recording, what platforms are driving traffic and how many leads you are getting from each? 

Some social media specialists will say it is all about brand awareness. Whilst people need to be aware of your brand, they also need to do something about itThat means visiting your website or calling you. Google Analytics clearly shows which platforms your website traffic is coming from, so wherever you record your leads (you are recording lead source, right?)make it obvious which is generating the most interest 

In closing…

Social media marketing is a bigger part of B2B marketing than it used to be and trends show that it’s only going to get bigger. Now is the time to dissect the available platforms and start building your presence on the network where your ideal clients are residing.

If you find yourself in a social media minefield, we can help steer your business back in the right direction.

If you're struggling to work out what social media channels you should be using, give us a call and let's talk

Tel: 020 8634 5911

Positive brand feelings

How can small businesses encourage a strong response from a client?

By Customer Understanding, Small Business MarketingNo Comments

“What about you?” 

What about you makes you the best choice for your potential client to work with instead of others? 

This blog post will help you to recognise and communicate what your brand means to your client. 

Positive brand feelings

This is the third post of the ‘activate fierce brand loyalty’ series. 

So far we have covered, “who are you?” and “what are you?”in the previous two blog posts. 

After answering those two questions, your ideal client will start to form feelings and judgements towards you. This is due to having a base of broad awareness. Following this, the brand building blocks of performance and imagery are then taken into consideration. 

The ability to create intensely positive feelings 

A brand is more than its product or service. 

A brand evokes feelings. 

As small business owners, you must consider how your brand makes your customers feel about you and them.  

There are the four responses your business faces:  

  • intensely negative  
  • mildly negative  
  • mildly positive   
  • intensely positive. 

How best to handle a negative comment

The reality for most UK businesses is that you rarely experience mildly negative or mildly positive feelings in the form of reviews or social media interactions.  

However, you know when someone has a negative experience; it is quintessentially British to make sure everyone knows about it!  

For example, someone may dislike the opinion piece you shared in your weekly e-newsletter.  

They email you angrily about how you are a total and utter disgrace!   

It is important to politely respond. Apologise for how they feel and do your best to resolve it. If the negative feedback is unwarranted and unreasonable, do not be afraid to unsubscribe them from your list. It is best to focus your time, efforts and content towards those that value it. 

Turning the peri-peri meter from mild to spicy 

Potential clients who have an intensely positive feeling towards you are likely to follow you on social media. They may be subscribed to your e-mailing list. Most importantly, it will lead towards an intensely positive feeling in which they are more likely to buy from you. It is vital to be able to communicate your knowledge and expertise consistently. There are various ways to do so: 

  • Tips and guides 
  • Case Studies 
  • Testimonials 

To make the most of these methods to showcase your knowledge, it is best to share content to specific segments of your audience. If you are aware that your potential client is in the tech industry, share a tech-related testimonial with them.  

A practical tip is to share specific e-mail content to a specified segment of your audience that it is applicable to. Following this, send a follow up email. To be able to turn a potential client’s mildly positive feeling to intensely positive, it is necessary for them to engage with the content. A follow up email increases the likelihood of opens and click-throughs, which then leads them towards the landing page with a call-to-action.

The more relevant the shared content is, the more likely they are to react to it. 

Through these feelings, positive judgements will be formed of your business and what it represents. It will enhance your image of credibility and superiority that makes you a business worth working with and paying for. 

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Talk to Them

By A Helping Hand, Customer UnderstandingNo Comments

image to support article about how to talk to your target audience

How to talk to your target audience and effectively engage

If one of your target audience was sitting in front of you, or was on the end of the phone, you would talk to them on a one to one basis. If you are presenting to an audience, you will talk to them as if you were talking to them individually. So why don’t you do it in your marketing collateral? Let’s address the issue of how to talk to your target audience through your marketing.

Talk in the Second Person

To maximise the possibility that your marketing content, both online and offline grabs the reader, use the same language as you would if you were talking to them. By using the second person (you), rather than the third person (he, she, it, they), you are having a conversation. You are helping the reader to engage with you.

Which of these is more powerful?

“Our clients typically see a 45% increase the number of leads they get each year”.

OR

“You could get a 45% increase in the number of leads you get each year”.

Gathering around rarely happens

Long gone are the days when there were only a few PCs in your office and people would gather around to view them. Same with printed marketing material. People within your target audience rarely gather around a brochure, flyer or proposal. Even if they do, “you” is the second person plural as well, so you are still talking directly to them, both as a group and as individuals.

Compare it to dating

Look at your marketing as a first date. You wouldn’t talk about “your partners” if you wanted a second date. If you want your marketing to lead to a meeting and a sale, you need to talk to them in the right way.

More Engaging

Using the second person is more engaging and more active. It gets them thinking about themselves and how they can benefit from working with you. When talking to decision makers, that is exactly what you want to happen, so why does your marketing material mostly use the 3rd person, or even worse, the 1st?

They’re important – not you

We looked at this in more detail in a blog earlier in the month, but let’s touch on it again. If your marketing, whether online or offline, talks in the 1st person, whether singular or plural, you’re saying you are the most important part of the relationship. As you want them to become a new client, this is clearly not the case.

Quick Test

Pull up the home page of your website. Which of these words do you come across first: We or You? If you find “we” first, may I humbly recommend you look to re-word that page? It is, after all, the first page 60-70% of all your website visitors will see.

If your marketing isn’t as effective as you want it to be, this may well be a key part of the problem!

To discuss the focus of your marketing, give us a call and let’s talk.

Tel: 020 8634 5911

Develop strong brand awareness

4 simple tips to build your brand awareness! 

By Customer Understanding, Small Business MarketingNo Comments

simple tips to build your brand awareness! 

Activate fierce brand loyalty series – Part One 

What is brand awareness?

What is brand awareness? 

Have ever been at your local supermarket and you realise you’re running low on tea, so you walk to the tea aisle and pick up Twinings or Yorkshire Tea without thinking about it?  

The reason you gravitate towards certain brands is because you already have positive associations of them in your brain. This includes the performance, in the case of of Twinings, it could be through the packaging or the taste. 

This post will give practical recommendations that put your small business in the mind of your potential clients. 

Why should brand awareness be something small businesses think about? 

This is because at the point of consideration, you want your ideal client to think of you.  Following this, you would want them to have a preference to select your business ahead of your competition. This is especially relevant for B2B businesses as once a potential client selects a business to potentially work with, they will dedicate a lot of time and resources to explore that particular avenue. Therefore, you want to be the particular business that they have chosen to give their time to as you navigate the protracted decision-making process. 

This blog post will cover three crucial brand awareness tips that help you, as a small business owner, to build brand awareness.  

Engage with your audience 

As a small business, your communication with potential and existing clients should be frequent.  

Frequency is a fantastic start but your communications must be relevant to your audience, as well as well-timed. 

If you know there’s a current sentiment, feeling or occasion, take advantage of it and join the conversation 

This can be relatively cheap or even for free in our current environment by engaging in active social media hashtags. Especially if they  happen to cross over and relate with your business or industry. 

This can occur at networking events. It provides the opportunity for you to share how you stand out from the crowd in a face-to-face environment! 

Connect with your target audience 

One of the strongest assets small businesses can have that helps build brand awareness with their audience is their ability to develop an emotional connection! 

This can be done through inexpensive methods such as social media advertisement campaigns. Some may have not tested these waters but they can be tailored to your needs and budget.  

There is a great flexibility in targeting audiences with social media platforms. It allows you to target people based on your current followers. Furthermore, you can customise your audience preferences based on the geo-location or their interests.  

With a simple slider based on your daily budget and duration, it gives you an approximate figure of the reach of that advertisement.  

It can be as cheap as a coffee and a croissant from your favourite local shop! Therefore, it is a worthwhile option to explore to be able to connect with your ideal client. 

However, the world is not just online for small businesses. It is important to be vocal and active in our local communities.  

Through your goodwill, character and personable behaviour with other local businesses and customers, it will build a positive image of your business and the values that underpin it. Trustworthiness doesn’t have to cost a thing but can help your small business quietly thrive. 

The importance of visible feedback!  

Credibility is a highly sought-after attribute for all small businesses. How do I show my experience and expertise to my target audience on a minimal budget?  This question has probably popped into your head at some point. 

The primary answer is something that is easily taken for granted. 

Reviews!  

It is important to utilise your existing customers who have a positive impression of your business, your personality and the quality of your services.  

This is because your target audience is far more likely to believe in what your business provides from someone who actively bought from or used your service than from your own mouth.  

In a sea of marketing, your ideal client is quite frankly overloaded with everyone saying they are the best. 

This is why client considers reviews as more genuine as it is coming from a source other than the business itself. 

So if you know a client who is extremely happy at the service you have provided or the product they have bought from you, do not be afraid to ask for a review.  

Each one counts 

For example, when potential clients find your business on Google and see a substantial amount of positive reviews, even if your brand isn’t instantly recognisable, it becomes associated with being trustworthy 

Keep it up! 

The best method to activate brand awareness is through small and consistent efforts.  

Repetition is key! 

Through an application of one of or a combination of the previous tips, you can achieve the first and the most crucial stage of brand loyalty in brand awareness. 

This is by making the most of your touch-points with your target audience, firstly, by making sure you bring your business into the conversation and then developing on that by building an emotional connection.  

Over time, through persistent engagement and connection, a broad positive awareness and recognition will occur in the mind of your targeted client when they think of anything that relates to your business and the service you provide. 

Final Thoughts 

These simple tips to build brand awareness should get you thinking the next time there is a decision to make.

The next time you need something, think about what brand or business you choose over the other options.  

It could be when you think about your biscuit tin contents running low? 

Perhaps you need some tech developers to build an application for your business? 

Maybe it’s time to upgrade your phone?  

Or maybe you’re looking for a marketing agency to build your business’ strategic plan with?  

This should help you consider the importance of brand salience and why you should build it for your business.  

In terms of your own business, you know you have achieved brand awareness and recall when an enquiry is made, either in person in your local area, on the phone or through your website when a potential client thinks of needing something connected to your services or industry. 

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meme image to support article about grabbing the attention of your target audience

How to grab the attention of your target audience

By A Helping Hand, Customer UnderstandingNo Comments

meme image to support article about grabbing the attention of your target audience

Talk about them not you

Whatever marketing channels you decide to use (we’ll come onto that in a later blog), if you want to grab the attention of your target audience, you need to make sure you are talking about them, rather than you.?

Nobody cares what you do!

Rather a blunt statement, but so very true.

They don’t care that you believe you are the UK’s leading provider of….

If you’re a small business, how are you going to gather proof that you are the UK’s leading provider? If you cannot back up your statement, it’s not worth using and your target audience won’t believe you.

They don’t care that you’ve been trading since the year Dot.

Business changes at an ever faster rate. In 1984, the FTSE100 was established. In 2017, just 28 of the original 100 remained. Some of the biggest, and most well known, companies did not exist 30 years ago.

  • Amazon formed in 1994
  • Facebook formed in 2004
  • Uber formed in 2009

Some people may consider older companies to be stuck in their ways and unable to adapt to modern business or society.

The fact that your staff have all the latest badges won’t impress them – well, maybe a little

The badges are signs that your staff have taken, and passed, exams. They have the theoretical knowledge, but can they put it into practice?

Your ability to talk in jargon from your industry really won’t impress them. Indeed, its likely to put them off.

If your target audience is going to engage with you, they want to understand what you are talking about. They want to be able to clearly see what working with you will get them. You need to learn their language. In a completely different location, think about this. Spanish waiters learn English so they can serve you and take your orders, but if you know some Spanish and can talk to them in their language, the service you get is so much better.

They care about how you can help them!

People buy a solution to a problem. The classic adage from marketing classes is that people don’t buy a 1/4 inch drill bit, they buy a 1/4 inch hole.

  • They want to communicate better, not buy a Unified Communications platform.
  • Directors want their teams to be able to work effectively, not buy IT support services.
  • They want more engaged staff, not L&D consultancy.

What they are buying is all in the 2nd half of these sentences, but what they want is the first half.

Talk about their issues

Doing this shows that you understand them. It shows that you have kept up with what is important to your target audience.

Making their issues go away

The issue that is their top priority right now is one that is impacting their business, or them personally. If you talk about solutions to that issue, they will pay attention. They will want to know more about what you do and how that will help them.

Picture Success

If you’re selling unified communications (for example) solutions, what will better communication do for a company?

If you sell Leadership & Development training, what does a company get from having more engaged staff and higher staff retention rates?

In the same way that TUI shows you pictures of pristine beaches (with no litter and crowds rushing for the sunbeds) and Apple shows you wonderful night time pictures of your family, you need to get your target audience thinking about the end result.

Where you should talk about you

There is only two places you should be talking about you:

  1. Your About Us page.
  2. Your personal LinkedIn profile

 

By talking about your target audience, you demonstrate that you understand them. Most of your competitors will still be talking about themselves, so you can grab the attention of your target audience by being different.

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when do you need a marketing manager

How not to run a business during lockdown

By A Helping Hand, Customer UnderstandingNo Comments

In the current unusual circumstances we are all facing at the moment, there has emerged five different types of business. A brief description of each is below and I think it’s clear which I think are good and those that aren’t. During the lockdown and the following weeks, the way your business is perceived is going to be very important to how your business performs, particularly once things return to normal (whatever the new normal is). These are our recommendations to ensure that your marketing means you come across in a positive manner.

We see the five different types of business as:

1. Those Taking Advantage

In any given situation, there are always businesses that will take advantage. You’ve heard stories of people selling toilet rolls and sanitiser at many times the normal cost. There are, of course, the cyber criminals who have increased efforts by 667% in March alone.

They are playing on peoples’ worries and fears. They know that people will pay inflated prices for what they think will allay their fears.

2. Those doing Nothing

Many businesses fit into this category, and it’s certainly understandable. They are worried about money. The money they have in the bank will only last so long, and they have no idea of how much money will be coming in. For some, events industry companies for example, their clients dried up overnight. For others, such as many types of retailer, government instructions have stopped customers buying. Their insurance may, or may not, cover their losses.

3. The services that are needed

In the same way there are companies who take advantage of a situation, there are others whose services or products are desperately needed. Companies selling exercise equipment are seeing sales spike, for example. These companies could hike prices, but they don’t. They accept the bonus trade and they do what they can to meet customer demand. They also know that this won’t last forever. They are giving back to society because they can.

4. Continuing as normal

This type of company knows they need to continue talking to their clients and their target audience. They understand that they need to continue communicating in order to maintain awareness for the future. However, they do something that isn’t great. They ignore the current climate and keep treating things as if they are normal. Perhaps they don’t want to admit issues. Perhaps they are trying to hide their concerns about the impact today’s situation will have on them.

5. Those who adapt

Companies can adapt in a number of ways in order to survive and make the best of the situation. The Portobello Road Gin Distillery is now making and bottling sanitiser for the Metropolitan Police. Ventrade is providing free vending machines for NHS locations in their area. These are just two examples.

Many food and drink producers are changing channels, going much more online. The Cronx is a local brewery to us, here in Croydon. Their bar is no longer open, but you can still enjoy their beer by buying online. A butcher local to our director’s home is now delivering instead of you going to him.

Others are adjusting their messaging to talk about how they can help clients with issues that they are facing now. This may mean simply changing some of the wording they use within their marketing. For others, it’s about using the skills they have within their business in different ways.

Which one are you?

How to make sure you come across well

1. Don’t just throw the words around

The importance of the NHS, care workers, retail staff and delivery drivers has come into stark relief over the last couple of weeks. People want to show that they recognise the work these groups are being made. However some are now talking about these groups in their social media and other content, simply to try and come across as caring. If you haven’t talked about them before, don’t go overboard on your support for them now. It runs the risk of being insincere.

2. It’s not about you

Your marketing content should rarely be about you, but never more so than now. If your marketing communications are talking about how you are contributing to society, make sure it is about the recipients of your help, not about you. Talk about how you are helping others.

3. Adapt, don’t change

Some companies can make radical changes to their business quickly, but they are few and far between. Whilst there is nothing wrong with making some changes, for example: how you communicate, if you make massive changes to your marketing messages, you will confuse your target audience and your network. Big changes have to be explained carefully and clearly.

4. Keep your focus

Just because your business is quiet at the moment, it doesn’t mean that you can suddenly deliver services to new sets of clients or customers. You run risk of alienating your current audience and confusing your network if you do.

Your target audience may not be buying much at the moment, but you need to ensure that your marketing really is showing the value you can deliver, to increase the chances of them buying in the near future.

5. Review your scheduled content

If you work ahead of time, so you have web content or social media posts scheduled to go out weeks, or even months, in advance, you need to review that content. You don’t want to be posting inappropriate content.

6. Don’t hike your prices

If you are lucky to be a high demand business at the moment, hiking your prices to take advantage of the situation is going to come across very negatively. You may make more money for a period of time, but it is likely that people will move away from you very quickly – as soon as one of your competitors is back trading.

7. Keep talking, but not too much

We get 1000’s of messages thrown at us every day. We can only absorb so many of those. If your company stops talking to your target audience, you run a real risk of being forgotten.  Whilst people may not be buying right now, they will need your services at some point in the future. If you stop talking, the chances of them remembering you are slim.

However, don’t over communicate. If you are struggling, there is a real temptation to up the frequency, particularly via email or social media. If you do this, you are running a risk in two ways:

  • You will annoy people with too much communication. You can easily come across as desperate.
  • Too much communication suggests that you have plenty of time on your hands -and so cannot be much good.

8. Don’t sell

Don’t get me wrong, you have to still generate revenue for your business, but be mindful of the situation and peoples’ circumstances. People will buy from you, if you are selling what they really need right now. This may not be want you want to hear right now, but if you try and sell to people who really don’t want to buy now, you run a real risk of damaging your brand forever. Better to have a couple (hopefully) of quiet months than a quiet forever.

9. Be honest

When talking to people, be honest. If you’re struggling but your bravado means you claim things are good, people will expect you to behave as normal. That means paying bills, delivering on time etc. If you need some leeway or some help, you are far more likely to get it if you are honest.

We hope this has given you something to think about. Of course we are going to say you need to keep marketing through these uncertain times, but we want to make sure you’re doing it in a way that will improve your brand, not damage it. Keep safe!

Before we go, we just want to say thank you to Chantal at Panpathic. She’s has been really helpful with some of these tips. If you want to talk PR, she’s the lady we recommend!

image to support pointing you in the right direction article

Winning Clients: The 4 Step Programme

By A Helping Hand, Customer Understanding, Marketing PerformanceNo Comments
image to support pointing you in the right direction article

Image by Gerd Altmann from Pixabay

How to attract and win more clients

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.

To talk about how this process can help grow your business, give us a call and let’s talk.

Tel: 020 8634 5911

image of jacob rees-mogg

Don’t be a Jacob Rees-Mogg!

By A Helping Hand, Customer Understanding, FocusNo Comments


image of jacob rees-mogg

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.

the definition of marketing insanity

The Definition of Marketing Insanity

By Customer Understanding, Marketing PerformanceNo Comments

marketing insanity image

Are you suffering from Marketing Insanity?

The definition of insanity is doing the same thing over and over again, and expecting a different result. The definition of marketing insanity is, therefore, doing the same marketing over and over again and not getting any better results. So why do so many small businesses insist on this approach when it comes to attracting new prospective clients?

There are two reasons for this:

  1. They haven’t measured the performance of the marketing they have been doing.
  2. They have knowledge of only a certain number of ways of marketing their business.

Does this sound like an issue you have? Let’s see how we can improve things for you.

Why Measure your marketing?

There are three reasons to measure your marketing:

Time

Time is a resource that you always need more of. Using up time on marketing activities that aren’t generated leads and clients for you is wasting that time. It is time that you cannot get back. It’s gone forever.

Money

The old saying “time is money” counts here, but it is also the amount of money you spend on marketing activities that don’t work, that has to be considered. The more money you waste on marketing activities that don’t work, the less reaches your bottom line.

Quality

Too many people measure the vanity metrics of Likes, Follows and Shares. Whilst important, as they are likely to be pointing people at your website, or where people buy from you, they are not THE measures of success. From there, people often then measure the number of leads developed by a particular marketing channel.  Again, whilst important, it is not the most important measure. The most important measure of success is return on investment. Let me explain.

Leads that don’t turn into sales are also a waste of time and money. If you stop measuring at Leads, you risk wasting more time and money. If the leads aren’t turning into sales, they are probably the wrong leads.

Limited Knowledge

When, as a business owner, you have limited time, you can only do so much. If you invest time in learning how to do certain types of marketing, you want them to work otherwise you think that you have wasted your time.

That’s actually not true.

What you’ve done is tried something that you can now cross off the list.  There are huge numbers of ways to market your business and the chances are you only have time to work with a small number. If you have tried certain marketing channels over and over, don’t succumb to marketing insanity. Get some advice and look at what other marketing channels you could be using.

 

 

 

9 ways your best client can help you win more business

9 ways your best client can help you win more business

By A Helping Hand, Customer UnderstandingNo Comments

There are many ways your best client can help you win more business.

Our last blog talked about using them to develop an avatar and the key messages that form the core of your marketing communications. Let’s look at just how many different ways your best client can help.

1. Developing your Ideal Client

We covered this in the last article, but it makes absolute sense that you want more clients just like your best one(s). Why wouldn’t you.

2. Developing your Messaging

Again we’re nicking the kudos of the last blog, but it’s still valid.

3. Referrals

Let’s get the obvious ones out of the way first shall we! Whether they give you referrals because you ask them to, or completely off their own back, you want them to give you referrals. It shows they trust you and believe in you.

4. Testimonials

The words they provide are hugely powerful. We all buy online and we’re influenced by the reviews provided by others who have bought that product. As your best client has been using your services for some time, they will be respected by their peers and will support your sales efforts.

5. Case Studies

Potentially even more powerful, assuming you include the results you deliver rather than just what you did. People who read the case study will be looking to understand what your best clients gets in return for using your services. They’re not as interested in what you did and what happened. For a complete guide on what makes the best case studies, click here.

6. References

Do you ever offer a prospective client the opportunity to talk to your clients? In the same way you look for references when employing a member of staff, prospects often look for the same. Of course, testimonials and case studies can provide an alternative, but some still want to talk to a real human being. Who better to give them to talk to?

7. Feedback

If you’re thinking of adding services or changing something, running past your best client is a good idea. Depending on why you are making changes, getting their opinion on whether the changes are positive, or not, is really useful feedback. If, as your best client, they wouldn’t buy the changed product or service, should you be trying to make the changes?

Of course, a sample of one is never a good idea, but it’s definitely a starting point.

There are other ways your best client can help you. It doesn’t just have to be about winning new business.

8. Recruitment

We’re not suggesting you steal their staff – that’s not a good idea. However they may know people who can fill your vacancies. Keep them up to date with the people you are looking for.  You never know.

9. New Suppliers

If your business is a similar size or has similar needs to your best client, why not ask them who they use? Perhaps your office cleaners aren’t very good or you’re looking for new office furniture. Who did they use and would they recommend them? By asking them, you’re showing you respect their opinion and you trust them too.

I hope this helps

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image to support article: focus your marketing

Why you have to focus your marketing

By A Helping Hand, Customer Understanding, Marketing PerformanceNo Comments

focus your marketing

Four key reasons to focus your marketing

There are many business owners out there who believe they can sell their product/service to anyone – sand to the Arabs and all that. I’ve no doubt they are very good sales people and could sell to anyone they sit in front of.  It doesn’t mean they should be trying to sell to anyone. I believe that you have to focus your marketing and let me explain my reasoning. Read More

6 reasons why you should stop doing social media

By A Helping Hand, Customer Understanding, Marketing PerformanceNo Comments

Social media: love it or hate it, it has become part of our lives, both professionally and socially. Even if you aren’t using it, I bet your friends and acquaintances are and they are bugging you to use it as well.

For this article, let’s put aside personal use and look at whether you should stop using social media professionally.

Consistency is king

Your followers and connections are a fickle lot. They will love much of what you post and then Share/Comment/Like/Retweet, right up until the point they forget about you.

Why will they forget? If you aren’t appearing on a regular basis. We all have so many messages chucked at us on a daily basis, including lots more connections and followers on social media, it is easy to forget someone and lose track of what is happening.

If you’re just Shouting

Social media is called social media for a reason. If you want it to work for your business, you need to be sociable. If all you are interested in doing is posting your latest special offer, you are going to be wasting your time. If this is you, you really should stop using social media.

You’re just being negative

If all you do is criticise others, particularly without offering a solution, you’ll quickly get a reputation. Check out some of our MPs to see what I mean. Nobody likes to be criticised, especially if you are just being negative and not suggesting an improvement.

You’re not there at all

Not being there at all is even worse than being inconsistent. This is particularly relevant when you consider the activity of prospective clients or staff.  Almost without fail, the first thing someone does when they hear about you is check your online presence. They find your website and then follow that with your social media presence. If your Twitter/LinkedIn/Facebook accounts haven’t done anything for 6 months, what are they going to think?

You’re better off shutting down your account than having one that hasn’t been used for some time.

No traffic being generated

Your social media activity is, presumably, being done to generate new clients. If not, I am wondering why you are spending valuable time on there. The question is: how much website traffic are you getting from your social media activity?

If you don’t know, I refer you to our previous blog about Google Analytics and then recommend you see how much traffic you are getting.

If you aren’t getting any traffic, there are three probable reasons:

  1. You aren’t saying anything worthwhile (see point two above)
  2. You forgot to put any links to your site on your profile or in your posts (has been known)
  3. Nobody who is likely to buy from you uses that social media platform (see next point)

Any of these are bad and you need to identify which one is causing the issues and fix it fast.

If you disagree, I have a challenge for you: nip down to your local bank and try and pay your mortgage with Likes!

Your Target Audience doesn’t use it

Are you using the social media platforms you do because you use them in your personal life and so know what to do (?!?!) or is there another reason?

Have you considered which platforms are the ones your target audience is most likely to be using? Let me give you some examples:

  • If you sell to Managing Directors of technology businesses, they are highly unlikely to be on Facebook (at least in a business mood) so activity on there would be a waste of time. Moving to LinkedIn (18,366 in the UK alone, plus another 8,648 CEOs) would be a far better option.
  • Launching a new restaurant in St Albans via LinkedIn may not be the best idea (although there are 84,394 people from St Albans on LinkedIn, including 1 food critic). Adding great images of the food and the restaurant on Instagram and/or Facebook may be more effective as people are thinking more about their leisure time

Signing Off?

Do any of the above resonate with you?  If they do, you need to carefully consider whether you should stop using social media for your business. After all, your time is precious and you need to maximise your use of that time to generate leads for your business in order to grow.

I hope this helps

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dump em - the prospects not engaging with your marketing

Dump those who aren’t engaging with your marketing

By A Helping Hand, Customer Understanding, Marketing PerformanceNo Comments

dump em - the prospects not engaging with your marketingAs a business owner, you want people engaging with your marketing.

That means it grabs the attention of your target audience, it educates them on why they should use your product/services and they jump willingly into your sales pipeline as a new lead. Marketing engagement is key.

If people aren’t engaging with your marketing you have two choices:

  1. Continue trying to engage them
  2. Dump ‘em

Let’s look at the options.

Continue trying to engage

People who really aren’t responding to your marketing are sending you a message: they’re not interested! If they really aren’t opening any of your emails, responding to your social media activity or even taking your calls, you have to consider whether this is a good use of your time. If they were interested, they would be interacting at least some of the time.

  • They are consuming your mental energy because you believe there is still an opportunity for a sale with at least some of them.
  • You spend time liking, retweeting and responding to social media posts. Time that is a scarce resource.
  • Keeping them on your mailing lists impacts your marketing stats, making open/clickthrough rates lower than they should be.

Dump ‘Em

If you simply remove them from your mailing lists (what member rating do they have in MailChimp?) and stop engaging with their social media, you have that most precious resource to invest in those who are engaging.

Those who are engaging with you want to know more. They want you to talk to them and they are far more likely to buy from you.

The consequences

Let’s think about all of this:

Who would you rather invest your time in? Those who are engaged are likely to buy from you and your time is far better spent on them. Which is a safer bet: 3:1 or 50:1?

There is a slim chance that those who aren’t currently engaged will come back to you. It may be that they aren’t ready to buy from you just yet. I know I’ve suggested you take them off your mailing list (GDPR and all that), but that doesn’t mean you have to cut all ties. You may still be following them on Twitter and you may still be connected on LinkedIn. What’s more, by giving your time and mental effort to those more engaged, you ensure your business is still around when others return.

Don’t stop Marketing for the summer

By A Helping Hand, Customer UnderstandingNo Comments

Have you stopped marketing over the summer?

  1. Everyone’s away for the summer.
  2. Nobody makes any decisions over the summer
  3. There’s no point in doing any marketing over the summer

Every year I hear the same old reasons for not doing any marketing over the summer. Let’s have a look at this in more detail and see whether there is any benefit in not doing any marketing over the summer…

Read More

social media likes

Likes don’t pay the bills – a targeting case study

By A Helping Hand, Customer UnderstandingNo Comments

social media likesSocial media is a wonderful thing. Used well, it will drive brand awareness, maintain connections with your stakeholders and generate leads. But used poorly, it can chew up your time for very little return.

As you will see every 4th week, going forward from here, we will be using a case study to demonstrate what our blogs have been discussing for the previous three weeks.

An e-commerce company I have worked with has been using social media as part of its marketing mix for several years now. They would run competitions monthly to engage their followers and encourage them to interact and increase the reach of their brand. It seemed to be working too. The number of Likes continued to increase.

However, there was a problem. Our research showed that their typical buyer was a middle-aged man. This man lived in a suburban or rural location with a fairly big house and garden.  With an average unit sales value of around £300, the buyers needed to be fairly affluent.

When we ran the same research within their social media audience, the results were somewhat different. Middle aged women in urban locations were entering the competitions to win prizes that they would rarely use.

The audience they were attracting on social media was not there to get to know the brand, to flow through to their website and buy from them. They were simply there to win the prizes.

So what does this say about their social media?

They are attracting the wrong people!

But they have 1000’s of Likes and Follows I hear you say. The problem is that they aren’t getting what they really want: sales.

There is little point in spending time and money running social media campaigns that attract the wrong people.

The solution:

  • Post content that will attract their target audience.
  • Perhaps run Q&A sessions around what they sell to help people use their purchases more effectively.
  • Encourage customers to follow them on social media and post comments/images of their purchases in action.

What they need is their customers’ peers to engage on social media, so that they are tempted into buying. I’m not saying this is easy, but it’s got to be better than wasting money giving away stuff that isn’t encouraging others to buy.

I hope this helps

 

Moving from Ideal Client to Target Audience

From Ideal Client to Target Audience

By A Helping Hand, Customer UnderstandingNo Comments

Moving from Ideal Client to Target Audience

Last week’s blog defined an Ideal Client and the fact that having a solid definition of who (it is always a who) is your Ideal Client helps you to focus your marketing and be more effective. Now let’s look at what happens when you market to this highly focused group.

Let’s define your target audience as HR Directors of UK companies in Information Technology.

Let’s imagine your service helps HR Directors to assess the skills and attitude of developers via an online portal. Although there are lots of developers out there, finding one with the right mix of skills is not easy. Your reason for targeting companies with HR Directors is purely size.  These companies probably recruit developers regularly as they look to grow their development team or simply replace those that leave.
LinkedInAccording to LinkedIn, there are currently 532 in the UK-based HR Directors of IT companies.

You have developed a series of key messages that talk of how you can help these HR Directors. You have a convincing set of evidence which proves you can walk the walk. Your marketing programme aims directly at these 532 (or more) HR Directors of UK-based IT companies.

Let’s now look at who else your key messages are likely to resonate with:

 

UK HR Directors

Depending upon just how your application is written, I am sure that every other HR Director in the country also worries about recruiting the right people with the right skills and attitude.

Maybe you’ve done some work for companies who aren’t in the IT sector and could use that evidence to talk to other HR Directors if they get in touch.

There are 4,066 HR Directors in the UK.

UK HR Managers

Companies that don’t put enough credence into the HR role may only have a HR Manager, or they may be a little smaller than your Ideal Client. They still have issues in recruiting good staff and your application may be able to help them.

There are 58,932 HR Managers in the UK

So far we haven’t even left the UK and the marketing programme you develop to focus on just 532 people may resonate with a further 63,000 people.

Your outbound marketing will be aimed specifically at your core audience, but the supporting content marketing and inbound activity is highly likely to generate 78 enquiries from within this audience of 63,000.

Would you turn them away?

Why 35% is too big

By Customer Understanding, Marketing PerformanceNo Comments

Do you want a big client?

Having a big client is great isn’t it?

A big name that other prospects should have heard of when you tell stories about your current clients

They spend a lot with you, allowing you to grow the business

However, there are some issues to think about.

Very early on in the relationship with any new client, we analyse their business and marketing performance. As well as understanding what marketing is and isn’t working, we look at your share of available wallet and how much of an impact clients have on your business.

Our general rule of thumb is no single client should be more than 35% and ideally not more than 25%, let us explain why.

Why a big client isn’t good for your business.

There really is just one reason: if you lose them as a client, it will decimate your business!

When we analyse client impact, very few clients escape from Pareto’s Law. 80% of turnover is delivered by 20% of clients. Although we rarely have sufficient data to see client profitability, it is highly likely that the bigger the client, one of two things happens:

a client delivering 35+% of turnover delivers even more of the profits, or

far too much resource is committed to that client and so they become unprofitable.

Whichever of these happens, if this client decides to use another supplier, you lose a huge amount of the cash coming into your business. You then cannot meet your commitments. If they are an unprofitable client, there is a chance you can survive as a business. However, you need to make the cost cuts quickly in order to continue.

You’ve sold something, what next?

By Customer Understanding, Marketing PerformanceNo Comments

Congratulations, your marketing has grabbed the attention of your target audience. It’s got them interested by showing them you understand them and you can help. You’ve engaged them through evidence and used stories during the sales process to demonstrate you can deliver on your promises. Throughout the process you’ve worked to manage the levels of perceived risk in their minds and your ideal client has signed on the dotted line. Now what do you do?

Sell some more

How can you use your latest sale to generate more? What are your options?

Gain a bigger share of their spend

When they signed on the dotted line, I doubt they signed for every service you can provide them. Although it is unlikely they will sign for another service straight away, you can work on demonstrating firstly that they made the right decision to use your services. After that you have the opportunity to discuss how the rest of your portfolio can also help them.
Follow the process again:

Generate awareness – do they even know what else they can get from you?

  • Educate them on two things:
  • How they will benefit from using more of what you provide.
  • How they will suffer if they don’t.

Prove to them that you have helped others, particularly their peers, with similar issues to theirs

Once they start talking to you, tell them the stories they need to hear

Give them the right deal

Remember that the level of risk in their minds will be far lower this time because they’ve already bought from you.

Ask them to spread the word

Once they have experienced how good your services are, ask them to tell their network. You’ve shown you can deliver and that their reputation is safe in your hands. They will know other people who have similar issues to their’s.
They may be proactive in providing referrals, but the chances are you will need to ask them. I know it’s always a worry (because they might say now) but if you time the question right (just after you deliver a great result), the chances are high they will do what you ask.

Use the Evidence

The 3rd stage above uses evidence to help your target audience make the right decision. You need to generate a regular flow of evidence that will help future prospects to buy from you. The sale you’ve just made can become the latest evidence.

Keep Talking to them

Just because someone has bought from you doesn’t mean they will continue to buy from you. Whether that is a repeat purchase or something else, there are others who they can buy from.
A recent project of mine identified that my client was only generating a 5% repeat purchase rate. They were good at generating that first sale, but then didn’t talk to them anymore. We implemented a programme of email communication to both educate buyers on how to get the best from their purchase and to inform them of what else they can buy. Simply by setting up a programme of continual communication, the repeat purchase rate increased to over 10% in less than 6 months – for a product range you are unlikely to replace for at least 5 years.

Sales in a B2B environment are not something that happen every day so making the best use of the sales you do make is key if you are to really grow the business.

I hope this helps.

They Didn’t buy… Arghhhh

By Customer Understanding, Marketing PerformanceNo Comments

They didn’t buy. What are you going to do now?

There are three options available to your prospects when they talk to you about buying your product or services:

  • To buy from you
  • They buy from someone else
  • Alternatively, they do nothing

Obviously the first option is your preferred one, but what happens if they decide to do one of the other two? What do you do if someone is foolish enough(!) to not buy from you?

Stage One

In the privacy of your office, curse them for making the wrong decision.

Stage Two

Thank them for considering you and assure them you are here for them in the future, should they wish to discuss things again.

Stage Three

Ask for feedback on why they didn’t buy from you.  This can be vital information for the future, as it a) helps you learn what could have been done better to improve your sales process and b) gives you a good indication of whether there could be an opportunity in the future.

Stage Four

Keep in touch. Too many companies make the mistake of stopping to talk to their prospects just because they didn’t buy. Let me explain why we believe this is the last thing you should do.

After making a decision not to buy from you, there will come a time when a repurchase is needed. Whether this is because they’ve seen the error of their ways, it is time for renewal or they need more, they have (again) three options:

  • They buy again from the supplier they chose last time
  • To buy from you
  • To buy from a third party

The more you have maintained awareness, the more likely you are to be the preferred supplier this time around. After all, they were impressed enough to talk to you last time. With research suggesting as much as 77% of the buying process is done prior to a B2B buyer talking to a salesperson, you did pretty well last time. By keeping in touch and maintaining a relationship, you are really well placed to be shortlisted again.

So what do you do?

Ensure they are on your mailing list, and they have been tagged or segmented to show they are a prospect (they are always going to be a prospect until they unsubscribe) and that you have pitched to them before. By doing this you make sure they only get relevant content.

Content for them is different. The content will refer to your previous conversations: as I am sure you’ll remember…

It will build upon content and information you have sent them before: here are some of our latest case studies…

It will keep them up to date: we’ve added functionality/skills/whatever they told you was missing….

Big Data can help

Do you have web analytics that shows you how individuals interact with your website? If not, I recommend CANDDi. Imagine this scenario:

Your web analytics data shows an ex-prospect looked at your website. Perhaps they’d clicked through from your latest email campaign or they had simply searched online for you. Either way, you give them a call to “see how things are going“. A response along the lines of “that’s funny, I was just looking at your website“, followed by “what a coincidence, let’s have coffee and catch up” and you have a real chance to complete what you started last time.

Which hats don’t you like wearing?

By Customer Understanding, Marketing PerformanceNo Comments

A few questions that may help

Small business owners wear many hats. It’s out of necessity, simply because there are so many things that need doing within a small business. The problem is that when you get busy, there sometimes isn’t time for everything to do all the jobs that need doing. Sometimes these jobs can be simply delayed a little, but what if you go through a busy patch that lasts for a while?

The question is: How do you prioritise the hats? Which hats must you continue to wear and which could you really benefit from by getting some assistance?

My thoughts: the answers to these questions will guide you to which to outsource:

Which hats don’t you like wearing?

Which ones do you lack skills around?

For most people, that will start with those involving complex legislation. For anything that needs a lawyer, you need to get help unless you are suitably qualified. For HR problems, the legislation changes so frequently, it is wise to get at least some advice and accountancy can get complex, depending upon the tax situation.

After this, there is another set that can be outsourced if you are simply too busy. For them, there is one more question to ask yourself?  What is the opportunity if you outsource?

If you can earn more by simply freeing up your time, it makes sense to outsource what you can.

If the service provider has better skills and will deliver an enhanced ROI, it makes sense to use the service provider.

You do what you do because you love doing it and it provides you and your team with job satisfaction, a lot of fun and a lifestyle you want, so why let things get in the way of doing what you love doing?

I hope this helps.