Helping you do Better
Your marketing performance dictates just how quickly you will be able to grow your small business.
Knowing your marketing performance
If you don’t know your marketing performance figures, how are you going to know how to improve? These blogs will help you know how and what to measure so that you can constantly improve your marketing and grow your business.
Improving your marketing performance
These blogs will help you to improve and drive more leads and more business for you.
If you a hand with measuring and improving your marketing performance, give us a call.
As a small business, you measure your sales performance in a number of ways:
As a small business you measure your sales performance by number of sales, percentage of leads closed, percentage growth, etc…
All are valid ways to measure sales performance, but poor results may not be all the fault of the sales team. As someone who has spent most of my sales and marketing career on the marketing side, this isn’t the easiest thing to admit, but some of the issue lies with how (and if) Marketing & Sales are working together. Let’s look at the sales process to show you what I mean…
If the Sales team are calling outbound, they need to ensure they are calling the right people so, for now at least, let’s assume the first contact is an inbound enquiry…
Someone calls in and they are logged into your CRM (or other sales tracking tool), including a record of how they found you (which is a necessity for measuring market performance). They talk about why they’re calling and two things can happen:
- Qualified out. It may soon become clear to one party, or the other, that you cannot help them.
- Move further down the sales pipeline. It’s a good conversation and you both agree to at least a next step.
If this lead is qualified out, it is most likely to be Marketing’s fault (we’re assuming that the sales person isn’t brand new and not making rookie mistakes). Whether they found you via a natural search, a paid click or social media, the messages they read on your website did not accurately communicate how you help, what you do and they type of clients you work with.
In the middle of the pipeline
Some companies believe that Marketing’s role ends once the lead is created; we believe differently. Marketing’s role continues through the pipeline. It has a role in supporting the sales process:
· Case studies need to be produced regularly to prove you deliver a consistent service/product to your clients.
· Knowledge articles show the depth of knowledge and expertise within the business. These should be being shared with prospects, either via the sales person or through email automations triggered by new leads reaching a certain point in the pipeline.
· Having a set of advocate clients, who are happy to talk to prospects during the latter stages of the sales process, is a joint Sales, Marketing and Account Management function. If you can get them to provide public reviews (Google, Feefo etc.), all the better.
Asking for the sale
At this point, it does become a Sales function. Marketing cannot ask for the sale, so if Sales doesn’t, there is a risk of losing the sale.
How to Maximise the Sales rate
1. Define your Ideal Client and Target Audiences
If your description of an ideal client includes the words anyone or everyone, you’re on a hiding to nothing and a lot of duff sales leads (or none at all). In the beginning, this is a conversation between the business owner and the marketing function.
Over time, the definition of an ideal client will change. Using what happened in your sales pipeline, you can fine-tune the Ideal Client definition. A teamwork approach from Marketing & Sales will ensure you are both working towards attracting the right audience.
2. Identify their pains, needs and priorities
No matter how you argue, your target audience cares not a jot about what you do. They care about how you can help them. They want what you do to help them with their priorities, deal with their needs and make their pains go away. If your marketing messages and content show how you can help them, they are far more likely to engage than if you simply talk about what you do.
3. Identify what you believe to be the best marketing channels to communicate these key messages to your target audience.
It doesn’t matter whether you really like using Facebook or Twitter, if your target audience doesn’t use them, there is no point in using those social media channels. If you are struggling to work out the right channels, we can help, or talk to your peers.
By collecting information on what marketing channels are working, you can fine-tune your choices.
4. Keep Talking to your prospects
Just because they didn’t buy from you this time doesn’t mean they won’t buy from you in the future. Even if they buy from someone else, they may want to talk again in the future, if their original choice proves to be unsuitable.
5. Get Sales & Marketing working together
If Sales are moaning about the quality of the leads, and aren’t talking to Marketing about it, they only have themselves to blame. When the Marketing team is just blaming Sales for not handling them properly, banging their heads together should help. If the leads coming in meet the definition of your Ideal Client, there are two possibilities:
- The Ideal Client needs to be re-defined as it isn’t quite right
- Sales are not following through correctly
Working together, Sales and Marketing can define and develop the right sales support materials, including timings and choice of transmission channel – digital or physical. Failure to do this weakens the ability of the Sales team to close the deal.
Everything we do is about marketing support for small businesses. If you are a small business and looking for some marketing support, simply call us on 020 8634 5911 or email us by clicking here.
Do you know?
Your business relies of leads. Leads that become qualified and then convert to sales. Without these leads, you will eventually lose all your clients and your business will go under – harsh but fair.
If you understand where your best leads come from, you can do more of that marketing. You will grow your business with a high return on investment from your marketing. Do you know your best source of leads for your business? Is the source with the highest number of leads also the one that generates the most business? Read more
Do you measure your marketing?
Small business marketing isn’t easy. You need to understand what is working and what isn’t. These are some of the most important numbers to measure your marketing performance with, and where to find them. Let’s work backwards from the most important one. Read more
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.
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:
- You aren’t saying anything worthwhile (see point two above)
- You forgot to put any links to your site on your profile or in your posts (has been known)
- 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
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
When was the last time you looked at yourselves from the buyer’s perspective?
We asked one of our clients if we could talk to one of their recent prospects (they closed the deal). We wanted to better understand what was important to the 1st contact and the way they went through the process of searching for a new supplier. This is what she had to say:
As the office manager at my firm, my Managing Director told me to find us a new supplier. The current supplier was failing to provide the service we needed. The responsibility to look for a new provider fell to me, but I was completely snowed under with work. I had a really limited time to shop around.
As 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:
- Continue trying to engage them
- 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.
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.
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.
Marketing is often considered to be more about talking than listening. Whilst the talking is important, learning to listen can help you in numerous ways. Let’s have a look at how we believe listening can help your marketing performance.
what marketing worked this year? As you approach the end of the calendar year, you start to think about 2018. As you think about what your business will be doing in the coming year, you naturally look back at 2017 to see what was good and what wasn’t so good. This question is key to how your business performs next year.
You must market your business if you want to attract new prospects and then convert them into new clients. So why it is that less than 50% of small businesses have a marketing budget?
If you want to achieve the growth targets you have set for your business, these are the 7 reasons why you must have a marketing budget. Read more