Marketing Tools - DIY

December 5, 2012

Why Internet Marketing kicks B2B’s butt – WIIFM!

I’ve spent some time ruminating about this question – why does it happen…

Scenario A) A company has a great product, a large marketing budget, hires salespeople or distributors, but come up woefully short on sales year to year.

Scenario B) Some upstart company (usually using a substandard website from a single home computer), has an average product, a few hundred dollars of marketing, no salespeople, and drives sales day in, day out.

What is the difference?

WIIFM!

For those of you who don’t know what that acronym stands for – Whats in it for me?

Internet marketing folks know –

They have a short window of opportunity to hit their target in the gut (one click and you’re history).
They know they need a robust database (capture data at every point in the conversation).
They offer something of value (usually at a deep discount to capture contact information).
They need to groom their prospects into customers (usually through systematic drip marketing).
They rarely talk about how great their company is (they let other people do it for them).
They don’t make a big deal about themselves (they know how to be seen without being obvious).
The talk to the customer about their needs and wants (because they know their customer better than they know themselves).
They put the customer behind the wheel (creating ownership and letting the customer solve their own problems, with their help, of course).
They sell the sizzle of the product (not the steak)
They SOLVE a customer problem (often one they don’t know they have)…

Bottom line, they know their customer inside and out, and solve a problem as a partner, friend or trusted adviser.

There is a factor that B2B marketing managers overlook. B2B marketing spends thousands of dollars convincing their prospects about how knowledgeable they are. They “position” themselves as the best solution to the problem. Rarely do they know what the problem is, just they are the right solution. They SELL, not tell.

Now take a look at your marketing message – how often do you refer to yourself, and how often do you refer to your customer? Where does the customer see themselves in your marketing message? Because if they don’t see themselves as a part of the dialog, the chances of you converting the sale is unlikely.

Let me know what you think – how are you marketing yourself?

Betting on Bigger Sales –
Your Marketing Maven, Christine

August 23, 2012August 23, 2012

Failure is an exhausting habit

Have you ever spent time ruminating about your mistakes? Focusing on how you messed up, or worse, lost something near and dear because a personal mistake? The moment is past, but you are still jailer, judge and jury. You mete out punishment daily, and fully expect the world to offer the same.

Inviting failure back to live in your mental space daily is a habit. Good news! Habits were made to be broken. They are just a familiar reaction.

The question is…Do you want to live in failure forever? I’m quite sure the answer in a resounding NO!

I know the old adage, you can’t grow unless you failed a few time. Well I’m thinking that is totally bogus.

How about a new plan…

Avoid planning for failure:

1) Forget the past – it’s over.

Sure you’ve had your share of setbacks if you’re an adult. Don’t get stuck in that brainworm, endless loop place of instant replay. You know where you keep replaying the mistake and looking for ways to repeat it. Human’s make mistakes – release your need for making it right. Your brain is great at trying to solve complex problems. Failure isn’t complex – it’s simple and it’s over – let it go.

2) Know your path.

This is big – when you’ve decided on a plan. You will find it is so much easier to walk on the correct path. You will know where you want to end up. Then when you sense you’re off the path you will quickly loop back and get right back on the journey. Success feels right, fear and failure produce the opposite feelings. Big news – people have a limited lifespan. Do what makes sense to fulfill your destiny here and now.

3) Is this your mistake or someone else?

This is going to seem strange. Maybe the mistake isn’t really a mistake. Sure there are some biggies that people warn you about. Youth is famous for “doing it my way” thinking. Then something clicks later on in their lives. Maybe I should have listened to my parents, teachers, etc. I firmly believe you should try to follow the golden rule. Still in the end are you living your mission? I have found that many times a mistake is really another person’s disappointment you didn’t fit into their image or plan. You will still have to look yourself in the mirror everyday.

You shouldn’t go out of your way to lie, cheat, or steal from other people. The bottom line – you need to live your own personal mission. Be true to yourself, and most of all forgive your past mistakes. Seems pretty simple right?

May 4, 2011

Stop Fishing for Prospects

Today’s post is about fishing

Here’s a story. My grandfather would drag me every summer to a lake in Minnesota. It was the most GOD-AWFUL experience for a teenage girl. He would take out the boat early in the morning. Every once in a while he would grunt and stop the boat. Hour after hour we would circle the open waters looking for mudflats. To my casual observation it was hellish – looking back on it – it was brilliant.

Rather than wasting a whole bucket of minnows or worms on worthless feeder fish he was looking for the elusive Walleye – the prized fish from that lake.

So you might be wondering why I’m talking about fishing…

Well – it’s because most people who are struggling with business are fishing in the wrong place.

Struggling business owners spend all of their valuable time fishing for customers in the wrong places. They use their best bait trying to land any kind of customer. Then they focus all their attention to get any prospects into their boat. At the end of the day the results are disappointing.

All the while they ignore the big fish swimming close by. Sooner or later the average fisherman gives up, and takes up golf.

This is my formula to become a better fisherman…

1) Know your fish

Where does your fish hang out? Are they local clients hanging out at Chamber events? Are they businesses on the internet? Does your business cater to a specific type of business customer, or a consumer.

2) Plan your fishing trip, and be patient

Find out information about the lake. Don’t throw all your bait (advertising and networking) away at the beginning of the fishing trip. Put out a feeler line in a spot. When you get a bite, plan to fish in that same spot until the fish move somewhere else.

3) Bring enough resources

Fisherman are very resourceful. They bring enough resources to stay out on a lake all day long. Translated, don’t go out on the lake of business unless you can wait out finding the big fish. Better to wait until you have the resources, than take short trips back and forth to shore. You’ll have a better chance finding the real fishing spots, not just the obvious shore fish.

4) Become a better fisherman

Fishing is about patience – I’ve found that many business owners suffer from impatience. They think every fish swimming by will be so enamored with their bait fishing will be easy. They don’t realize how picky fish are. You’re target market is looking at bait from a lot of lures. When you know what tickles your target market’s fancy your bait will be the most attractive. The only way that happens – know your fish

Are you still struggling planning with your fishing trips?

Last piece of advice don’t assume it’s the equipment. Smart fisherman won’t buy a bigger boat, or a better lure. Translated to business – Smart marketing doesn’t need a bigger website, or brand advertising. Targeted direct marketing maybe the bait you need to find your prize fish.

As my grandfather always said – you won’t get more fish with a bigger boat, but you will feed your family with patience.

So today’s question to ask yourself – are you fishing in the right pond (location) for the right fish (customer) with right bait (marketing/advertising/sales process)?

Shameless plug – if you aren’t sure you’re reaching the right clients contact a marketing professional (such as Lady In Red Marketing) for a second opinion. Better to work with a professional fisherman than starve.

Until next time – live with passion and market well

Christine Cavaliero
Owner – Lady In Red Marketing

Lady In Red Marketing is your virtual marketing partner helping you maximize your business results – Like us on Facebook. BestSEOinTown helps you reach your internet customers with social, mobile and internet marketing.