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Seven ways to find new prospects - and win them over

January 18, 2016 by Dee Blick

Find new prospects{{}}One of the hardest things about running your own business is ensuring that the right people know about you and can be persuaded to part with their cash. Here are seven ways to find and grow your customer base when you are targeting your services at a business audience:

  1. Make a list of the customer groups that your business will appeal to. This could include prospects such as printers, accountants, designers or hoteliers, for example. Four to six segments is usually enough to work with.
  2. Consider geographical restrictions. Are you only looking for folk in a certain postcode area?
  3. Do you want to target businesses of a certain size? As your business grows and changes, the profile of your target audience may change too. Business prospects that initially seemed daunting could become more realistic as your experience and expertise grows.
  4. For each group, compose a list of the compelling reasons why you are relevant to them. What are their deep underlying needs? To what extent can you satisfy these needs? If, on reflection, you realise that you would actually struggle to satisfy the requirements of one particular group, move on and focus on the groups you can target with ease.
  5. What are their present arrangements likely to be? If you pitch your business as a main provider when they're perfectly happy or even tied up in an agreement with a competitor, you'll get short shrift. If you position yourself as a backup source for when their provider can't deliver, it could open the door. I have generated significant sales for clients with this approach.
  6. Can you also market through potential partners or introducers? For example, a marketer aiming at small businesses could also benefit from targeting designers and web developers.
  7. Research done, use the internet to find the details of 15 to 20 businesses in each group you'd like to target. Pick up the phone and do a little research. Find out who buys. How do they arrive at the decision to buy? What are their existing arrangements? How likely is it you'll be able to move them away from their current providers? Building a detailed picture enables you to create timely campaigns packed with enticing messages.

If the thought of the phone terrifies you, use social media and business networking to reach out.

And don't forget your existing customers. Create some simple categories such as VIPs, those that have the potential to buy more and lapsed customers. VIP customers warrant your extra care and attention; a customer that buys irregularly warrants some extra marketing nudges to encourage them to buy more; and a lapsed customer is not necessarily a lost customer.

In short, targeting saves time and it generates cost effective sales, so don't short-change your business with a scattergun approach.

Copyright © 2015 Dee BlickFellow of The Chartered Institute of Marketing and an Amazon #1 bestselling author of The Ultimate Small Business Marketing Book and The 15 Essential Marketing Masterclasses for your Small Business.

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Why every small business should be using email marketing

January 14, 2016 by Marketing Donut contributor

Why every small business should be using email marketing{{}}Running a small business is hard work. But just because you have a small team, and you won't be buying a TV spot during this year's Champions League Final, doesn't mean that you shouldn't be investing in email marketing.

A common misperception is that email marketing is only appropriate for online businesses. This couldn't be further from the truth. Online-only businesses are a natural fit for email marketing, of course, but the expectation these days is for just about every business - from the restaurant around the corner to your local community organisation - to have an online presence.

Email marketing is affordable

No matter if your business exists primarily online or in the "real world", email marketing is exactly what you should be thinking about, for the simple reason that it's proven to be one of the most cost-effective digital marketing tools across all sectors.

Email marketing deepens your connection to customers

Customers who've already purchased - either through your website or at your store - are the most important target group for your email marketing efforts. The goal should be to turn a one-time purchaser into a repeat customer. Email marketing empowers you to do this in a number of ways.

The most obvious step is to make targeted product recommendations based on purchase history. In addition to product recommendations, email marketing allows you to deliver offers on specific products that, based on your customer's purchase history, are most likely to lead to another sale. And finally, you can send personalised birthday and holiday greetings. With email marketing software, all of these messages can be automated, saving you time and doing the marketing work for you.

Newsletters engage prospects

By visiting your website and registering for your newsletter, people have already let you know that they're interested in what you have to offer. Take advantage of this opportunity by sending an automatic Welcome newsletter that gives a bit of information about yourself, and lets people know where to find your best products and/or content.

Powerful analytics at your fingertips

Email marketing software offers powerful analytical tools that enable you to learn about your customers while you're communicating with them. Open rates tell you how interested people are in your content, and by learning what types of devices they're opening your emails with - desktop vs mobile, web email vs Outlook - you can tell whether they're opening your emails at work or on the go.

Click maps tell you exactly how many people clicked on the content within your email, letting you see which content was most interesting. And conversion tracking lets you objectively measure the success of your campaign.

Email marketing offers solutions for every business: big or small, online store or neighbourhood shop. Drive sales, increase foot traffic and learn more about your customers.

Sponsored post: copyright © 2015 Ian Roderick, communications manager, Newsletter2Go.

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Is your customer service up to scratch on social media?

January 11, 2016 by Christina Richardson

Customer service{{}}The stakes have never been higher when it comes to customer service; 46% of shoppers in the UK under 25 use social media to comment on their customer experience.

Amazon's Jeff Bezos describes a brand as "what other people say about you when you're not in the room". But today's customers are less discreet - in fact they are quite happy to shout about you on social media if you get it wrong. So how can you use social media to improve the customer service you provide?

The social approach to service

According to a study by American Express, companies that respond to and resolve complaints via social media see 21% more sales than companies that handle complaints on the telephone or in written form.

Social media savvy consumers have higher expectations, but they'll spend more when they get good service and quickly ditch a company when they don't. So when you respond well, in real time, customers are impressed and become more loyal.

As a result, those taking a social approach to customer service are raising the stakes significantly in their favour. You'll now even see big brands signing off tweets with the first name of the person that wrote the tweet to add a personal face to the communications.

Use size to your advantage

Digital is a great leveller. With so much choice for consumers, there's no room for average, mediocre or just okay. That means a smaller business offering the personal touch can really stand out.

Businesses built on products that truly deliver - with customer care that is personal and responsive - are creating genuine competitive advantage despite their limited budgets.

This is how King of Shaves - as a start-up with little budget - became a strong challenger brand in a market dominated by billion-dollar rival, Gillette. Up against their £40m UK advertising budget they used an incredibly personal service on social media to create genuinely happy customers who then went on to do their marketing for them.

Listen carefully

Social is more than just a way to get your message out there; it's also fantastic for listening to your audience, responding to their needs and tracking your competition.

And it is great for getting feedback from your current customers and new prospects. Feedback can be given on your profile or it can be what people are saying about you in the feeds. So listen up; both positive and negative feedback will help make your business better and will make you more interactive on social.

Be authentic and transparent

At the heart of social customer service is transparency and honesty, but this isn't always easy when things go wrong. It is at this point that many brands try to stop anything negative going online but this can quickly backfire. Instead, look at it as an opportunity to be great - recognising that by responding to a criticism in a positive way you will often impress that customer, as well as all the others listening in on the conversation.

We all have those heart-in-the-mouth moments. Launching our social sharing tool Openr we've certainly had a few - including our entire domain not being available and users having to take to Twitter to tell us about the issues.

The trick is to treat customers as you would want to be treated yourself. Always respond to comments and when things do go wrong, make sorry the first word. Think about it from their perspective - they don't care if the issue wasn't actually your fault. It isn't their fault either, so sorry is the first step to making it up to them.

It seems strange that social media - a technology - is making businesses more human, honest and transparent, but it is undoubtedly raising the bar for customer service. Those that embrace it are standing out for all the right reasons.

Copyright © 2015 Christina, CMO and co-founder of social sharing tool Openr and founder of the The Nurture Network.

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Nothing up my sleeves - why effective SEO doesn't involve trickery

January 05, 2016 by Marketing Donut contributor

Why effective SEO doesn't involve trickery{{}}There's a new strategy in town. It's turning the SEO tables, causing established giants to fall by the wayside as smaller competitors make their mark in search rankings.

It's powerful; it promises to deliver sought-after SEO treasures, top spots on SERPs (Search Engine Results Pages), without any technical wizardry or dark magic required at all. How can this be done? How can such small rivals take on these seemingly impassable contenders - and win?

The truth is that the strategy behind these impressive feats does not involve anything mysterious or untoward. There are no short cuts; nothing clinging to a grey area, trying to escape the all-seeing eye of Google. The winning strategy is completely above board.

The truth about SEO

The great secret behind this success is actually disappointingly straight forward; it's about doing what you say you will and doing it well. The problem with so much SEO advice is that it simply over-complicates a field that is already littered with jargon.

Too many brands enter into some kind of bizarre battle with Google, believing there is no other way to compete than to use underhand tactics, trying to navigate the SERPs while skirting the threat of penalties.

This is not the way to win. The way to beat larger, more powerful rivals is to take them by surprise; by doing it honestly and transparently. It's about going back to basics.

What is a website for? Is to inform, entertain or persuade your customers into making a sale? If you can create a website that offers interesting, relevant, regularly updated content, it will become worth seeking out and the powers that be - aka search engines - will recognise it as such.

The race to the top of the results page

There is no need for dirty tactics. Sites are currently being compromised in this incessant race to get to the top, brands are receiving hefty penalties, all the while losing business.

This is all entirely unnecessary. The way to make your mark on SERPs is simply to maintain a website which does what it says on the tin and develop good quality, clean links from sources which you trust and build good relationships with.

If brands stopped cutting corners and using SEO "tricks" they would be in for a pleasant surprise. SEO is like anything else; if you do it well, you will be rewarded.

Copyright © 2016 Gary Taylor, digital director of specialist digital and media agency TMWI and co-founder of the rugby website Ruck.

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The power of promotional marketing for start-ups

January 04, 2016 by Marketing Donut contributor

The power of promotional marketing for start-ups{{}}So you've decided to start a business and join over 4.9 million other small businesses in the UK. You've got an amazing company name and you've bought the website domain. You've a great idea for a product or service and you know your potential customer base. Now just how do you let them know you exist?

Some start-ups are lucky enough to have a client list from day one. Often they have spun out of an existing business or they already know someone looking to buy what they can provide. Other new companies have to work harder to attract their first customers. Once are up and running, the next issue is how to continue their turnover growth and reach a wider audience, with limited marketing funds.

In today's business environment, clients and prospects expect certain marketing elements to be in place. Without them, a start-up can't be seen to compete with established businesses.

The marketing communications mix can seem daunting to many non-marketers. Direct mail, advertising, publicity, PR, packaging and sales promotion can seem daunting. They are not. Marketing is simple if you keep in mind your target audience, the message to be conveyed and the action(s) you want clients to take. Thanks to the internet, most entrepreneurs can kick off their own marketing plans on a small budget and with limited promotional experience.

Starting out

The first step in any new marketing campaign is to get the logo right. You'll also need a strapline; a phrase that encapsulates what you do and that will underpin your marketing strategy for the long term. Freelance websites provide a low-cost way to get bids for logo design work. Website domain sellers offer technologies for website design and hosting, sometimes for free or charged for on a monthly basis, often with search engine optimisation as well.

The next step is social media. Most people already use social media and so marketing their new business comes easily to them. You can follow online guides to set up your Twitter, Facebook, Google+ and LinkedIn pages. Link them where possible and post relevant content to build a following. It's also worth using Google Adwords but be careful to test and start with a small budget.

Promotional merchandise

Many new businesses also find that promotional merchandise helps them to establish their name within a local area or sector. Here, success lies in working with a promotional gifts distributor and selecting the right products to brand with your logo and contact details. Then it's all about getting them out to your target audience - through exhibitions, sales visits, meetings and via mailshots, introductory letters and flyers.

Imagine the impact of handing out 1,000 items branded with your company details to potential clients and seeing a high prospect to new client conversion rate. That's the power of promotional merchandise.

Copyright © 2016 Robin Koffler of Redbows. Robin is a Marketing Donut expert contributor.

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How to target your perfect clientele

January 04, 2016 by Marketing Donut contributor

How to target your perfect clientele{{}}When you are setting up a new business, one of the biggest challenges is finding your target audience and making them aware of what you have to offer. This can be daunting but, by following this step-by-step guide, you can identify and target the perfect potential clientele for your business.

Define your ideal client

It’s vital to understand who you think will want to buy what you are offering - based on everything from gender and age to geographical location. Are your products or services only available in one location, or can they be distributed on a larger scale? It's often worth brainstorming with a few close friends and family to build up a picture of who is most likely to become a valued customer.

You should then delve deeper into your audience segmentation, as there may be a psychographic (values, attitudes and personality traits) aspect to your audience insight. Is there a potential market among people with a particular lifestyle or demographic, such as high-earners or young professionals?

Think of this process as a funnel; at the top you have the broader segments, such as gender and age. Each segment thereafter is more detailed and focused, such as where they live, their values and personal attitudes. This will help you to build up a detailed picture of who you are targeting and give an idea of how to reach them.

For example, if you are an IT contractor your target audience is likely to be businesses that have a knowledge gap in their workforce. According to the Nixon Williams Contractor Survey, 85% of contractors in the UK are male, so your advertising efforts are more likely to be male-focused.

Now think about the kind of businesses that might require your services; what do you offer that is most in demand? For IT contractors, this could be website and online support or back-end system development.

Consider channels, routes and reach

Once you have a target clientele in mind, the next step is to think about how you are going to reach them. With any client communication, it’s important to think about what type of client they are, whether they are existing customers, new prospects or a previous client. By segmenting your customers this way you can target your offers appropriately, whether you are trying to lure back lapsed customers or attract brand new ones.

There are a host of channels you can use in order to reach your audience, from social media to email marketing. You simply need to find out which channels your prospects use the most.

Have a clear and concise message

When it comes to marketing copy, you need to show the client what your services can do to solve a problem they have. This is where you can often tailor your message to different customer segments, including business and consumer clients.

Your marketing messages should be in line with your branding strategy; they need to be direct and easy to remember. A great example is Apple’s "Think Different" tagline; it's short, concise, to the point and, most of all, memorable.

Implementation

If you are an IT contractor, there are lots of other ways to ensure that you are marketing yourself effectively. For example:

  • Ensure that your LinkedIn profile is always up to date. Connecting with previous contacts is advantageous, as these can be revisited at a later date. Another useful tip is to post an update on future availability when nearing the end of your contract. This could lead to repeat business and build your reputation.
  • Job boards can be the simplest way to find out about a contract. There are many different websites where contracts can be found; and some agencies also specialise in contract workers.
  • Networking events and industry meet-ups allow you to get your name out there and build new professional relationships; they can also be a great way to build confidence, connections and improve your skillset.
  • Direct contact (via email) with targeted companies is also a good way to drum up business. Explain who you are and what you can offer to solve a problem of theirs; and don’t forget to follow-up.

Practice makes perfect; keep refining this process until you have a strategy that works for you. Above all, keep gathering knowledge on your clients' preferences, including how they receive their news.

On-going research on your target market will help you determine who is more likely to buy as well as the type of marketing methods they will respond to.

Copyright © 2016 Rachel Smith, technical writer at Nixon Williams' Vantage Online Accounting.

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