The Marketing Boutique

SimpliERP Focuses On Customer Growth

The people at SimpliERP contacted The Marketing Boutique because they want to focus on company growth by improving their current marketing and sales initiatives. We are delighted to be part of their business growth journey and currently offering high-value social media training and lead generation solutions that would ramp up their digital marketing capabilities.

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MEDICAL AESTHETICS + SOCIAL MEDIA

We’re happy to announce our latest client in medical aesthetics, Dr. Kirsten Johnson. Dr. Johnson hired The Marketing Boutique to create a defined brand message and build her clientele through social media marketing. Read on and find out the marketing program we’ve designed for her clinic!

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Content Marketing – What does it do? Reinforces brand leadership.

Content Marketing – Who can benefit? Your sales team, your brand, website optimization and competitive leadership – to mention a few!

Content Marketing – How does it help your salespeople? With proof of brand leadership and thereby, closing more deals and shortening the sales cycle.

Even before a prospective client begins the sales conversation with you, they need to feel confident that you can do the job. So that’s probably the primary role for content marketing – building confidence for your brand.

It’s probably why content marketing is getting press; it is the darling of marketing tactics. Moreover, why not? A well-written case study can generate qualified leads, build leadership and even close the sale.

Planning Your Content Marketing

Most of you know a landing page by its short, concise and to the point content, happy faces, and a single message. However, before designing a landing page, do check on current styles, some are short while others offer lots of ‘sales text’ to get your email address. Ever before you start your content marketing program, step back and review the sales process. If your sales process is consultative, but you plan on implementing an aggressive, content marketing program, your prospective leads will get confused by the different styles.

Before you begin the any content marketing campaign, make sure all marketing tactics align with each other, on and offline. Also, attach a goal to the campaign.

Quality, Exclusive Content

When the current conversation in the marketing world is questioning the value of providing free content., you may be thinking that content marketing has reached its limit. After all, can free content be part of a successful business model? Is providing valuable, free content good for business?

Yes!

Quality and freely available content is a great place to start to build your brand’s notoriety. As I’ve said before, content marketing provides the ability to develop your leadership and make the kind of brand image you want. It is yours, and no one owns it, which is an excellent reason to have your blog and not depend on Facebook’s other social media platforms.

The Process of Content Marketing

When designing Content Marketing specifically to build brand leadership, it usually looks like this:

  1. Keywords: Search & Assign
  2. Search for popular FAQ questions online
  3. List Influencers, media and industry leaders who need to engage with your content
  4. Assign whether there will be a visible thought-leader from your company – develop specific content just for thought-leadership
  5. Develop different pieces of content, such as a series of blog posts, videos, and templates
  6. Add an FAQ section on your site
  7. Write Gated Content based on the buyer’s buying process. This will include case studies, white papers and resources. Content designed to improve brand awareness, educate on products and services. Content that answers why you and why not the competition. And, content that is targeted for the decision phase.
  8. Develop Landing Pages, based on the number of gated content documents.
  9. Implement SEO best practices and Optimize web pages
  10. Marketing Automation / Sales Funnel
  11. Promote the content

Most people get stuck in content creation. But developing quality content is most likely in front of you. Ask your sales team what the major objections they receive, account managers which features are super sellers and trade associations on what’s trending in your industry are.

Gated Content, The Sales Funnel

Now that you’ve got an essential roadmap to develop your company’s brand leadership, you now need to set-up the back-end of the sales funnel. The back-end is as important as the content, so bring in the right people. Selecting the right email marketing platform, CRM and segmenting based on actions takes an expert – so hire one!

Case studies and annual reports are usually gated because they are reliable ways to claim brand proof and proof of sale. Written clearly, informative and centred around critical brand messages so that each marketing material can stand alone and support your marketing objectives.

A well-written, thought-out, researched-supported business case study offers you the power to build your brand by showcasing how you work, the processes and solutions involved as well as key brand differentiators.

Example of a Business Case Study

You, along with a substantial client, worked together to develop a new feature in your software. This new feature improved data implementation and faster acceptance of software.

Before you begin to write, set clear expectations on what you want to accomplish in writing this case study. You can use a questionnaire to conduct a successful interview with your client, and pinpoint the “money shot” for the Business Case Study and write it into a compelling story.

All that is left to do is promote your Business Case Study, proof of brand, the value-add document for your sales team.

What can a Business Case Study Do For Your Sales Process?

  1. Builds Brand Proof, Credibility Quickly
  2. Shorten Sales Cycle
  3. Advantage Over Competitors
  4. Establish Brand Positioning
  5. Effective Marketing and Sales Tools

Our Process In Developing The Content Marketing Program For Brand Leadership

  • Client briefing, Goal Setting, Timeline
  • Research or review background material, the purpose of the study
  • Interview Case Study Participant and Client
  • Outline, Draft and Write the case study, from 1K to 1.5K copy
  • Work with graphic artists and other specialized partners, if applicable
  • Create a campaign to promote your Business Case Studypplicable

Cecilia

Social selling for B2B has lots of potentials. It’s time to bring proper learning practices and knowledge of this method to your sales team. Get them the social selling training because as you’ll read in this post, social selling is effective.

How Effective is Social Selling?

  • 78% of salespeople using social media perform better than their peers (source)
  • Sales reps who viewed the profiles of at least 10 people at each of their accounts were 69% more likely to exceed quota than those who viewed 4 or fewer (source)
  • Social sellers generate 38% more new opportunities than traditional sellers (source)
  • 90% of top salespeople use social selling tools, compared with 71% of overall sales professionals (source)
  • 62% of employees at large companies agreed that social selling enables them to build stronger, more authentic relationships with customers and prospects
  • Social media has a 100% higher lead-to-close rate than outbound marketing
  • 63.4% of Social sellers reported an increase in company sales revenue, compared to 41.2% of non-social sellers (source)
  • Sales teams who embrace social experience report 18% more pipeline (volume) and 28% velocity increase (source)
  • The majority of social sellers with long-term training in place (78%) hit their revenue goals in the past 12 months versus those without formalized training (38%) (source)
  • Salespeople leveraging social selling experience a 31% higher ROI than those who stick to traditional tactics (source)
  • Content shared by employees receive 8x more engagement than the same content shared by company/brand channels (source)
  • Brand messages are re-shared 24x more when shared by employees vs. brand/corporate accounts (source)
  • 90% of an employee’s social audience is new to the brand (source)
  • Messages reach 561% further when shared by employees vs. the same messages shared via official corporate social channels (source)
  • Employees have on average 10 times more social connections than a brand does (source)
  • 54% of salespeople who use social media can track their social media usage back to at least one closed deal (source)
  • Sales reps who leverage social selling in their sales process are 79% more likely to attain their quota than those who don’t use it (source)
  • Sales teams that use social selling techniques exceed their quota 31% more than non-users (source)

New Customer in social selling

Today, customers use the internet to help them identify their problems and form their own opinions about solutions. Your future customer has better access to information thanks to social sharing, blogs, content marketing, and the global connectivity of the Internet. We can engage with the company through many digital touchpoints during their research.

What’s changed in B2B selling is our prospective client now jumps between reviewing, asking friends for referrals to choosing a solution, going up and down the sales funnel many times. B2B purchases can now use social media to find, evaluate, and contact your salesperson in their own time, at their own pace.

CEB’s research estimated that about 60% of the purchase process is already completed before a B2B buyer approach a salesman. Potential customers now go to the negotiation table with a much better understanding of their problem and how it can be solved, backed up by statistics for better leverage.

Steps in B2B Social Selling

  1. Set-up the right social media platforms
  2. Listen and find the right prospects
  3. Create content that provides value!
  4. Post a social media update daily
  5. Network and connect with your prospects
  6. Engage and nurture your prospects (According to Linked’s research, prospects feel the most motivation to return a reach out when the sales rep has provided them with some type of value in return for their interaction. Be willing to create content that helps your prospects even though this might not bring in immediate revenue.)
  7. Start a content marketing program and this could mean a daily posting on your Business Page on LinkedIn and three daily tweets on Twitter and Facebook and a weekly blog posting on your site.
  8. Retain your customers and prospects with a newsletter, content and events.

Make Your Brand a Valuable Resource

A good way to build brand trust and connect with your target list online is to develop great content. It’s not just developing interesting content, you then need to promote the content and get your audience to engage with your content.

If you’re thinking that it sounds like a lot of work – you’re right. But, according to a social selling study performed by LinkedIn, buyers that are active in social media are open to hearing from salespeople and welcome input from industry experts. Therefore, try to position yourself as an expert in your industry.

How to help your brand provide value when social selling:

  • Become an industry expert: Share answers or provide insight into how your processes are different
  • Provide quick and easy how-to guides and video tutorials that are practical for your leads
  • Build conversations by becoming an active listener and acknowledging those that engage with your brand

All this content is to help you when you reach out to your targeted audience, your lead list and you’ve got some brand muscle behind you.

use SOCIAL MEDIA as a:

  • Brand Maker
  • Sales Tool
  • Community Builder
  • Customer Service and Support
  • Lead Generator
  • Shared Effort with sales and marketing team
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What makes the fitness industry so exciting lately? Well, it brings three elements together, fitness, wearable hardware and App technology.  For today’s discussion, I’ll be highlighting what you should consider in your marketing efforts to promote your Fitness App. Take note; you may not need to implement all the tactics listed below; we know that different apps will require different tactical planning.  Read More