Whether you’re a chiropractor, own a SaaS company, or run a law firm, B2B and B2C companies vary widely in their business models. Yet, the things they have in common are the desire to generate leads and drive business growth.
Though achieving these goals through marketing can be time-consuming, this article will present the top growth methods for successful marketing execution. Here you will learn how to accomplish three ways to help you become a better marketer:
Create multifaceted content
Build customer relationships
Adapt to new tools
Plus, you’ll know how to implement each method by utilizing the top tactics below. Here are the top three approaches you should consider implementing today.
Creating Multifaceted Content
Content marketing isn’t just for B2C brands. B2B companies are also making a significant jump in this marketing realm by creating a strategic content marketing strategy.
Yet, when it comes to helping entrepreneurs become better marketers, they must focus on creating content for more than one channel. This approach uses well-rounded subject matter to attract new leads and convert prospects by focusing on audience pain points in different areas of the internet.
Here are a few tips to help you implement a multifaceted content strategy.
1. Create Buyer Personas
When developing different content, understanding who the content is reaching is important. You should have a clearly defined audience, known as a buyer persona.
A buyer persona gives you a picture of an ideal customer. The details of a buyer persona include demographics such as age, income, location, etc. In addition, you should describe the buyer’s personality, interests, goals, wants, and needs.
2. Align Content to the Sales Funnel
Once you create your buyer personas, you can add an extra layer to your content marketing strategy by mapping the buyer’s journey. In essence, it helps to create “evergreen” content that addresses customer issues at each stage of the sales funnel.
A sales funnel’s purpose is to nurture the prospects at each stage, helping them move closer to sales. The process works like this:
Awareness: This is the top of the funnel where prospects are looking for information to help them articulate their problem. Content at this stage should focus on the buyer’s pain points rather than the product or service. Examples include informative blogs, ebooks, guides, infographics, etc.
Consideration: The buyer at this stage understands their problem and is now ready to find solutions. Consider creating content focusing on specific solutions to solve the buyer’s problem. Examples include webinars, product features, and comparison blogs.
Decision: The buyer is ready to compile a list of solutions. You can create brand-specific content at this point, focusing on the benefits of your company’s offerings. Examples include case studies, reviews, and demos.
3. Measure Return on Investment
Once you start creating content to maximize traffic and convert leads, you must understand the results of your content marketing campaigns by analyzing data. Based on your goals and timelines, consider using metrics to measure your results, including:
Total leads such as email subscribers, purchases, and free-trial sign-ups.
Total impressions from Google Analytics.
Traffic from the content you publish.
Changes in bounce rates.
Once you analyze your results, you can use this information to maximize future content marketing strategies for success.
Establish Customer Relationships
One method of helping entrepreneurs become better marketers is forming organic relationships with customers. Customers are savvier than ever and don’t want you to bombard them with sales pitches or advertisements.
Instead, they prefer to get to know you first. That way, you understand them better and can create products that cater to their needs. One way you can start building customer relationships is through social media.
You can use social media to post customer reviews or user-generated content to attract new buyers and increase your customer base. Engaging prospects and providing valuable content your customers find share-worthy across various platforms is also useful. Additionally, you can gain regular feedback and distribute content that fosters engagement and drives website traffic.
Here are some tips to help you get started on social media and form relationships.
1. Choose the Right Platforms
Not all social networking sites were created equal. That’s why it’s important to consider which platforms you’ll use for your business carefully. The best way to decide is to look at your target audience’s demographics and determine where they spend their time on social media.
B2B businesses mostly rely on LinkedIn or Facebook to reach their target audience. For example, a broker might be interested in connecting with users to gain qualified leads for buyers interested in purchasing a home. Meanwhile, B2C companies might use Instagram or TikTok to engage users since their target audiences are mainly on these platforms.
2. Think Creatively
Avoid being afraid to create fun content. Social media is a place to develop personal connections. So whether you’re a B2B or B2B brand, it’s important to show the human who’s behind the other side of that screen.
Consider putting yourself in your audience’s shoes and what they might find interesting. How can you mix intriguing and easy information for your audience to consume?
Making an additional effort like this can help you connect with your audience and stand out from the competition.
Adapt to New Tools
Marketing is constantly evolving. There will always be new trends and directions to explore. While it’s not necessary to master all things at once, you can still become a specialist in an area or possess multiple technologies.
One example is discovering how to make video content for marketing.
Video content is one of the most powerful tools for marketing today. Hubspot Blog Research found that 88% of B2B and B2C brands have an entire team dedicated to creating video content.
Yet, why is video such a staple of marketing? It helps raise brand awareness, increase revenue and advertise products.
If you’re considering going in a new direction with video, here are some tips to help you get started.
1. Focus on Stories Instead of Sales
If you want more people to watch your videos, create value for them instead of focusing on your brand. The best video content shares stories that connect with the viewer’s emotions.
For example, suppose you’re a doctor specializing in sports medicine. In that case, you could tell a story about how your business changes clients’ lives. Essentially, you can develop a story about how you’re making a difference in your community.
2. Be Strategic in the First Few Seconds
Attention spans are short these days. Therefore, a successful video provides clarity and gives viewers confidence that what they’re watching is worth their time.
Consider grabbing attention with a hook, such as a quick preview of what’s coming in the video. You can also attract more viewers by creating a high-quality thumbnail. The best thumbnails are clear and begin to tell viewers what they’ll gain from watching your content.
3. Create a Call to Action
Always include a call to action that aligns with your marketing goals. Do you want them to visit your website or share the video on social media?
You can easily instruct your viewers to take action by asking them in the video through someone speaking or using text.
Either way, adding a call to action is easy and can create results you wouldn’t have without one.
Use These Top Methods to Become a Better Marketer
You can ultimately reach your business goals using these methods to become a better marketer. Without these strategies, you won’t be able to collectively produce results such as obtaining leads, increasing revenue, and scaling your business growth.
The marketing space is crowded. Therefore, these tactics will allow you to distinguish yourself from those with similar offerings.
What other methods can you share that have helped you to become a better marketer?
Eleanor Hecks is the founder and managing editor of Designerly Magazine.
She’s also a web design consultant with a focus on customer experience and
user interface. She lives in Philadelphia with her husband and dogs, Bear and
Lucy. Connect with her about marketing, design, and/or tea on LinkedIn!
Making an impact on social media is not an easy task especially if you do not have any social media tips from renowned experts. If you think about it, an average user’s timeline/feed gets updated with thousands of posts in an hour. This number increases drastically when users search for popular keywords. Businesses of all sizes have adopted social media platforms to get noticed. If you’re looking to stand out on social media, here are 12 expert tips to help you out:
Social Media Tips #1: Get inspired from your competitors’ content.
Social media expert and founder of RazorSocial, Ian Cleary, reckons that getting inspiration from your competitors’ content is the key to resonating with your customers. Don’t copy, get inspired and think about different angles. Different unique angles also increases the potential virality of your content.
Social media marketing guru, Jeff Bullas, says that a brand has to be memorable in order to be noticed on social media. All the text and visual content has to be high quality. Constant promotion is also the key. This will help businesses grow their audience as people are more likely to share your content.
Social Media Tips #3: Don’t try to use all platforms
Founder of the Content Marketing Institute, Joe Pulizzi, says that small businesses need to have a clear social media channel. He urges brands to not make the mistake of trying to use as many platforms as possible. By focusing on 2-3 social media platforms, businesses can post better content and keep track of their results more accurately.
Social Media Tips #4: Re-purpose more popular social media posts into blogs.
Ted Rubin is a renowned social media strategist, speaker and author. By using popular social media posts for blog posts, the potential virality of your posts increases greatly and the interest among your audience is peaked.
Social Media Tips #5: Create high quality visual content
Neal Schaffer, a business social media expert, notes that pictures are a prominent part of social media. Brands that use high quality images to supplement their posts, capture their audience’s attention and turns them from random viewers into loyal readers.
Social Media Tips #6: Be consistent at posting your blogs.
Kissmetrics Founder and expert blogger, Neil Patel, has observed that brands do not need to have unique content but consistency is a must. Consistency will help you get more traffic and consequently more leads.
Jay Bear, marketing expert and author, recommends looking into “micro- opportunities.” These opportunities are very small time periods when your audience is most likely to be on social media. For example, if you’re target audience involves businessman then posting between average meeting times will get their attention. Small businesses that are B2B can use this system to get more views.
Social Media Tips #8: Hire content writers who are passionate about your field
Kim Garst, CEO of Boom Social, advises that those in charge of creating content have to be passionate about their field. When a marketer or writer is passionate, it shows in their work and becomes contagious. Users will like and share your content on their own channels and thus your content will reach more people.
Social Media Tips #9: Establish a consistent brand in all your social media images.
Canva founder, Zach Kitschke, says brands have to establish a visual style that is recognizable by their audience. To do this, consistent use of the same fonts, colors, logos etc are required. Every image doesn’t have to be the same but the tone has to remain consistent. When users start to recognize your visual style, they can spot your content more easily in a flood of social media updates.
Social Media Tips #10: Join the discussions on social media.
Mike Volpe, HubSpot CMO, recommends joining communities and taking part in discussions when brands first get on social media. Meaningful discussions will drive people to check out your account and consequently your website.
Social Media Tips #11: Share great advice on social media.
Adam Connell, an expert blogger, asks businesses to lend a helping hand without expecting any returns. By offering solutions to your users’ most common problems for free, you build trust and loyalty. Great advice will turn readers into potential customers.
Marko Saric, founder of HowToMakeMyBlog, advises that rather than randomly following people on social media, businesses should target peers and influential members in the industry to bring attention to their own blog/brand.
Start using these social media tips in your marketing plan today.
With a job market that’s in a continual state of flux, many entrepreneurial-minded professionals are thinking of a great business idea and looking for ways to earn extra money on the side, sometimes supplementing income lost through downsizing, layoffs, or being underemployed. Chances are, you have a lot of marketable skills you might not have realized could be potential moneymakers. A little bit of research can put you on the path to making your mark in the gig economy.
How To Monetize Your Skill Sets – What Can You Do?
Sit down and make a list of all the things you’re skilled at. You could consider skill sets learned through prior training, education, job experience, or even hobbies you enjoy. For example, if you’ve always been a math whiz, tutoring might be a revenue stream.
If you’re a marketing or social media guru, you could hire yourself out as a corporate consultant. If you’re an exceptional cook or baker, you may find a calling working as a caterer or event planner.
Assess all of your skills, talents, and the things you enjoy doing and consider the monetary potential behind applying those skills to revenue generation.
Consider What’s In Demand
If you’re a multi-talented person, you might be best served to explore opportunities in fields that are in high demand and finding a way to capitalize on them. For example, according to Entrepreneur, if you search online job boards, you’re likely to get a good feel for the type of services people typically hire out for.
This could be anything from bookkeeping to personal assisting, pet care, mystery shopping, automotive repair, child care, landscaping, or interior design.
Doing a bit of research will help you recognize not only skills that are easy to monetize, but Nolo points out you’ll also get a feel for what others in similar occupations charge for their services.
Whether you decide to freelance for a couple of hours a week as a side gig or launch a full-fledged operation, you’re wise to establish yourself as a small business owner. This includes deciding on a corporate structure, like a sole proprietor or limited liability company.
You’ll also need to write a business plan, get a business license, set up a business bank account, create a website and basic marketing materials, and establish a presence on social media.
Going through all of these steps will allow you to present yourself in a professional way that will help you attract customers.
If you’re interested in learning a new skill or further developing an existing one, consider going back to school for a business degree as a way to expand your professional opportunities.
Online educational offerings not only provide a wide variety of learning modalities, but you also have the benefit of being able to study from anywhere, often on your own timetable.
This allows you to work, care for children, and build your business, all while advancing your education. Grants, scholarships, and loans can help you finance your educational journey.
Buy Into A Franchise
If you’re interested in being a business owner, but you aren’t sure where to start, what to do, or how to operate, you might consider looking at franchise opportunities. Buying into ownership of an established and recognizable brand can provide the blueprint you need for small business operations.
It’s wise to conduct your due diligence in advance so you have a solid understanding of the pros and cons of various franchise opportunities before moving ahead. In particular, exploring financing options will help you make the most informed decisions.
Learn To Network
Once you decide what you’d like to do, building a customer base is the first priority. You can join chambers of commerce, Rotary clubs, small business development centers, or other networking groups in your area.
According to Copper Connection, this can help you secure leads, make connections, and network with those in your industry and in adjacent industries.
Once you start building a clientele, ask for referrals from happy customers as a way to continue building your operations. Customer service will be important to establishing a good reputation in your industry.
It can be a tricky prospect to manage your finances when you’re working a side hustle or attempting to launch a small business operation. Create budgets and marketing agendas, keep good records, and give careful consideration to both income and expenditures to ensure you’re moving in the right direction from a financial perspective. You don’t want to make the mistake of taking on so much work that you’re unable to service all clients in a professional manner.
While it can be a challenge looking for new revenue streams when you’re underemployed or need to supplement your income, taking advantage of your own personal skill sets can open a number of doors to new, financially viable opportunities.
Paramount Business Coach can help you narrow the focus of your business-generating options and help you develop a plan of action for moving forward. Book a free consultation or reach out for more information on the benefits of business coaching.
If you want to attract a steady flow of new clients to your business or you’re putting yourself out there for a better career opportunity, you need to be leveraging LinkedIn for business. While it is easy to learn how to attract new clients on LinkedIn, it’s also easy to quickly detract potential clients all from a simple little thing like your photo.
Recently, I was working with one of my clients, who is an Inc 5000 award winner. He had immediate openings to fill quickly for his fast-growing company. As we sifted through the piles of resumes he received, the president mentions to me that his first measure of shortlisting candidates to invite to the interview was to check out their Facebook and LinkedIn photos. His criteria in reviewing photos were not to find the most attractive people by model standards but to learn what many of the photos implied about a person. I wholeheartedly agree.
As the saying goes, “a picture tells a thousand words.”
If you are on LinkedIn in the hopes of attracting new clients, the photo you choose to use as your calling card does have a significant impact. A good headshot can help you garner the same response as Renee Zellwegger’s character in the movie Jerry Maguire, “You had me at hello”.
However, when it comes to profile photos on LinkedIn, I see all too often, people making poor choices.
So, here are 8 classic photo blunders on LinkedIn and what it communicates to potential prospects. As you read the following try to put yourself in your prospect’s shoes when they are looking to hire someone like you.
LinkedIn Photo Mistake #1: Blurry photo
What it tells us: We wonder about this person’s level of awareness (or in this case a definite lack of awareness). Can you not see your photo is blurry? We want to hire people who insist on attention to detail.
So, what’s the LinkedIn marketing tip here? Make sure your photo is clear.
LinkedIn Photo Mistake #2: No Photo
What it tells us: This is a mystery person which makes it difficult to connect with, so we’re likely to simply move on. We can’t establish the know-like-trust factor with a faceless profile. People do not do business with companies. People do business with people. In fact, often the first reason why others decline the connection requests is when they receive one with no photo.
So, what’s the LinkedIn marketing tip here? Don’t be shy. Upload a photo of yourself.
What it tells us: We wonder what you are trying to hide if you choose to be anonymous by putting a cartoon photo instead of a photo of yourself. You wouldn’t show up to a client with a paper bag over your face, so why project the same effect on your LinkedIn page?
So, what’s the LinkedIn marketing tip here? You’re not being creative by putting a cartoon image on your account. Use a photo of yourself.
LinkedIn Photo Blunder #4: Bathing Suit Photo
What it tells us: We can only assume this person is flighty, ditzy, way too self-absorbed, and lacks E.Q. — it’s hard to miss that LinkedIn is a BUSINESS social networking platform.
So, what’s the LinkedIn marketing tip here? Have a photo of yourself dressed professionally. LinkedIn is social networking for the business community.
LinkedIn Photo Blunder #5: Photo where you’re not smiling
What it tells us: A person who isn’t smiling appears cold, rigid, unhappy, and unfriendly. We naturally gravitate away from these types of personalities. If you are trying to attract new clients the first rule of sales is to establish the know-like-trust factor. Smiling goes a long way to helping your like-factor.
So, what’s the LinkedIn marketing tip here? Smile.
LinkedIn Photo Blunder #6: Photo with sunglasses on
What it tells us: This person looks shady! Personality is important. You can emit your personality even from a photo, but that requires we can see your eyes.
So, what’s the LinkedIn marketing tip here? Ditch the photo with you in shades – no matter how cool you think you look in them.
LinkedIn Photo Blunder #7: Poorly Cropped Photo
What it tells us: You don’t make the effort to crop out that other person’s shoulder or just to snap another picture even from your smartphone. We want to do business with people who take initiative, go the extra mile for us, and aren’t lazy.
So, what’s the LinkedIn marketing tip here? Learn how to use your photo cropping tool. You can even crop photos right from your smartphone.
LinkedIn Photo Blunder #8: A Vacation Photo (too casual with too much in the background – more appropriate for Facebook)
What it tells us: We perceive this “vacation-mode” person as being too laid back. When considering a new hire, whether it be employees or hiring your business/company, vacation vibe photos can imply this person might not be reliable, productive, or efficient. We all know that you never get a second chance to make a first impression. A good headshot for your LinkedIn profile does not need to be expensive or necessarily done by a professional photographer. It should, however, project your personality, confidence, professionalism, trust, and warmth.
So, what’s the LinkedIn marketing tip here? If your favorite photo of yourself has other things in the background — take another photo in front of a neutral background.
While your photo is the first impression, there is more to leveraging LinkedIn to help you attract a steady flow of new clients.
So, LinkedIn is just one of multiple marketing tactics you should have in your marketing plan. If you’re not yet sure what your marketing strategy should be, be sure to download my free printable MARKETING CHECKLISThere
QUESTION: What is your #1 burning question about LinkedIn to help you attract more clients? Share your questions in the comment box below.
As you know, one of my goals with this blog is to help you find new, better and more efficient ways to increase traffic, build your email list and improve conversions and sales of your products and services.
That’s why I’m always on the lookout for great new tools and resources that can help accelerate your results.
Well, today I’m excited to share my most recent find:
It’s called: “The Traffic Secrets Super Stack,” and it comes courtesy of my friend Cary Richards over at Infostack.io.
“The Traffic Secrets Super Stack” is a hand-curated collection of over 25 premium eCourses, video training, memberships, and workbooks.
Useful information included in workbooks:
How to get started building your email list.
Mastering Facebook advertising.
Successful YouTube marketing.
In depth instruction in influencer marketing.
B2B lead generation.
Killer Social Media strategies.
A Masterclass on how to make cold emails convert.
Writing social media copy.
And even some new, never before seen information on the basics of where and how to get traffic to your business…
And Much Much More…
Now, typically, you’d have to spend over $3,000 + to get your hands on everything packed inside the Traffic Secrets Super Stack…
But this week, (for a limited time) you can get everything for over 98% off.
So don’t hesitate, because after next Tuesday the stack goes away and there’s no telling when or IF it’s coming back.
As you know, I very rarely make offers to my newsletter.
I only share things that I feel are a tremendous value that you can’t miss.
And when I learned about “The Traffic Secrets Super Stack”, I knew immediately it was a winner. Seeing the final lineup of eBooks, eCourses, and more – it’s clear that this bundle is well worth the insanely low price you pay to get access.
So that’s why I’m sharing it with you this week.
My hope is that you’ll take a look, and, if it feels like the right fit for you, you’ll take action before this amazing deal expires.