How many benefits to cramp in one email?

No cramming info in an email

Too much information is likely too much for most people. The more information the lesser that will be retained and remembered. Moreover the longer the email the less likely people will read it entirely.

Lead generation is different

However if you are doing lead generation then you probably want and will present all the benefits and advantages in order to have more chance to generate some interest with one of the many benefits or advantages.
In the case of lead generation you have no or little clue what will spark the interest. Hence the need to present the full palette of benefits and advantages.

Nurturing ease

In case of nurturing by email then one benefit or one advantage at a time is sufficient as more will will only make your message more complex and less likely they will retain anything.
Having just one benefit or advantage in one nurturing email allows you to have several possible contacts with your customers or potential customers. As each email has a chance to be read or not. Moreover if they have read and retained the info of a previous email then it is likely they will open and read the next one as they are curious what additional information you have up your sleeves. Each email is almost like a tease for the following step.

Keep it simple and clear

So be careful with the amount of information when you writing emails for getting more leads or nurturing existing or potential customers as they have a limited attention span.

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Selling On LinkedIn

LinkedIn is B2B

In B2B you want to target potential customers with your marketing and sales pitches as effectively as possible. The world is big and the targets are everywhere so it is a huge task to communicate to potential customers.
As LinkedIn has only professionals as members and no consumers it seems the best place to spam your marketing and sales pitches. LinkedIn even makes it more easy by having groups of interest which allow you to aim even more precisely to potential customers. With some luck you can even have people replying to your messages or subjects you posted. Engagement seems a feasibility.

Content marketing on LinkedIn

However just posting marketing noise and sales pitches won’t work on LinkedIn neither.
You need to:
– Create subjects with open questions in order to have people jump in and only somewhere later in the conversation point to your solution.
– Post valuable informative content in order to show your expertise on the subjects that matter to the groups on LinkedIn.

Selling on LinkedIn

In order to be successful you need to take it carefully: not pitching but open questions and content that should interest the group you are posting in.
The goal is to engage other members of the group and get the interested or into a conversation. Any form of engagement is positive. Even people who do not engage in the conversation could remember your company or will have a look into your website.
As always these indirect selling methods require a long time to result in a closed deal, but it is feasible.

Selling on LinkedIn is possible but you need to handle it carefully as the group administrator can exclude you at any time.

Did you ever generated a lead through LinkedIn ?

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Marketing Moving Away From Selling Into Relationship Building

When Marketing discovered the Internet:
– The company website became their ‘sales channel
– The emails became selling tools
– The Newsletters the proprietary ad channel
Relationships were no longer their focus as used to be previously.

Over time Content Marketing started to change the selling attitude by providing informative and useful content for potential and current customers. The advantage of the Content Marketing is that it is a start of building a possible relationship. Still it is only one way communication, the content consumer is getting engaged with the vendor or supplier.

The main content is still generic but in the future personalized content could be provided. Content that is truly relevant to the potential or current customers by having content messages that are adjusted to the customer’s habits, likes and needs. This will show the Marketers’ awareness.

The goal is to have Marketers building relationships with existing and potential customers by using all possible technologies available on the market. One of them is to know who is visiting the website, why someone is visiting the website and the level of interest.

Is your marketing still into selling ?

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The Death Of Cold Calling Is Now

Once upon a time the daily work of salesmen and sales reps was to cold call a number of people on a list in order to present them a product or service and aiming to get an appointment.
Those days are gone.

As technology evolved a similar technique with faxes and emails has existed but these methods are also doomed.
The main reason lies in the fact that the cold calls are made without or with little information about the potential customer. Whether the customer really has a need or not the call was being made.

Nowadays there are a number of tools or services available that inform the salesman or sales rep about the interest, need or level of interest of a potential customer before any call or contact has been made:

Search Engines

Search engines are probably the main source for your website traffic. Most of these visitors having used a search engine are looking for a solution. The challenge is to get into contact with the visitor. One of the solutions is to install an online chat on your website which will allow the visitor to contact you without the need of leaving any (apparent) contact detail information which gives a level of freedom. The challenge is to turn the chat from an informative conversation into a conversation where the visitor exposes more information than he was intending to do. This will allow to stay in contact with the potential customer afterwards.

Website Contacts

It is rare but some people actually contact your company through the contact page on your website. Nothing easier than to start a conversation with them by email or telephone call.

Inbound Marketing

As all your Marketing communications and campaigns or Content Marketing should generate interest, these marketign efforts will persuade people contacting your company. Once a contact made then no cold is required anymore.

Social Media

Social media – especially LinkedIn – allows to post content which can trigger interest from potential customers. This can be by replies to the post or even direct contact by themselves.
The same can happen by just replying to posts of other people or companies which again triggers the interest of a potential customer resulting in a public conversation on the social media.
No cold calling involved as the salesman or sales rep is already in a conversation with the potential customer.

Website Visitors

In all your marketing communications your website is referred, which is likely to generate traffic on your website.
Companies that visit your website in search of a solution are likely to be potential customers. So if you have installed a web service that reveal the companies visiting with their interest and level of interest, then contacting these visiting companies is no longer real cold calling.

Cold Calling is death (or hardly existent)

Do you still Cold Call ?

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Six Ways To Increase Website Interest: Stay Return Convert

Your website traffic will flourish or die with its’ content. The content is required for generating interest which will result in more traffic.

Keep it simple

If you explain your solutions in a complicate way only nerds or experts will understand. You need to tell people in a simple and easy to understand manner your solutions or products even in case they are high tech. If you can’t then the interest will be minimal and there will be no forwarding of your website to peers.

Observations, info or stats

Analysis, key numbers or stats that can be mentioned to other people will help generate interest. People will remember this info or info-graphics. This can be social or generic observations, data or statistics that are worth telling to peers.

Interactive website

A website that looks like or is just a catalog will not engage much people. For a start is visual content a must have: pictures, photo’s, video, charts, graphics – this is because people will take time to look into the visuals instead of the written content. Moreover visuals will be remembered much better. You can drive people to engage by adding a test, polls or downloads. tease them with more free info if they leave their email address.

Surprise

The unexpected helps to create interest and will be remembered. Moreover the surprise will be told to others or forwarded to peers. Emotion works very effectively with consumers but works almost as well in Business-To-Business. Creating the unexpected is very challenging as the visitors (audience) need to understand and feel related. Moreover it has to be renewed over time as the unexpected wears out.

Product and solution information

You can be losing 50% of potential sales due to inadequate online information about your products, solutions or even your company / management information. Hence make sure your product and solutions information is complete and understandable)

Educate

Nobody is too old to learn. And nobody knows everything. Hence your website must seize the opportunity to educate its’ visitors. Once you have learned someone something he is not likely to forget your website or company.

How strong is your website in attracting and converting visitors ?

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How Much To Explain On Your Website

Reveal all or limit?

A website needs to show and explain the products or services you provide in order to sell. The question and challenge is how much can or have you to explain?
If you explain too much and too much in detail:
– Becoming too technical most people will not understand at all
– It might get too complicated and scare off possible customers
– No inquiries or contacts as all is revealed
– Too long and time consuming to understand making people leave the website

In case you only give a short introduction:
– People might not understand the benefit or differentiators
– People might not have the impression of being industry leading
– Too much mystery will not engage visitors

Teasing information

Hence you need to publish just enough information to have your products or services explained in order to trigger the attention and interest. Still keeping in mind that the main goal is:
– To attract visitors to your website that are looking for a solution to their problems or issues.
– To trigger their interest in order to engage
– To tease them in order to stay on their mind

Compare it to a striptease: just show enough but not too much as else the totally is revealed and the interest will decrease.

Competitors advantage taking

By revealing too much about products or services your information will be used by:
– Your competitors for their advantage as they have more insight than you do about their solutions.
– Your potential customers will use it while meeting with your competitors.

Registered downloads

If your solutions require to reveal more information in detail then you should consider to have this additional or more technical information to be available by a download for which visitors need to register. Just make sure they don’t register with a common web email address (gmail, yahoo, hotmail, …) or add a visiting company revealing web service so that you at least know what company is interested.

How much information does your website reveal ?

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Comparing Email vs Social Media vs Content Marketing

Email Marketing

Using Email Marketing is aiming at a herd (selected population) hoping the hit someone interested and having a demand for your solution at that very moment.
Almost shooting in the wild as there are too many coincidences needed to be successful.

Social Media Marketing

Using Social Media Marketing allows you to aim solely at people who know your company or people that are part of an interest group in your business.
Hence limited but focused with higher chances to success than email marketing.

Content Marketing

In Content Marketing you aim to attract interested parties.
Hence you directly address to possible interested parties which should result in a relatively high success rate.

If none of the above work then there is always Cold Calling or you could aim for the synergy between Social Media Marketing and Content Marketing.

What do you prefer or what allows you to score best ?

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How To Create A Website That Sells

The competition on the Internet is high as all websites are screaming for the attention of the potential customers.
You need to stand out and capture their interest.

Providing useful information

Not self-promotional content but valuable and useful information about your industry as the potential customers will research the Internet for information and answers.
Hence invest your time to create white papers, case studies, informative tutorials, blog posts, how-to guides, presentations, videos and eBooks in order to share them on your website.

Demonstrate expertise

Besides the useful information on your website and published documents, a blog about the business or industry is needed to show your expertise. When customers are deciding to buy they are likely to remember the source of the information that is being used to make the decision. This will lead to your company and solutions.
Additionally the blog will improve your search engine results.

Calls to action

Wherever possible you must include calls to action for obtaining additional that has to be ‘paid’ by offering up their contact information: at least their email address.
Once this contact data collected marketing needs to remind about your business or solutions and encourage to engage further. On their turn sales needs to follow-up and try to nurture.

Drive traffic

You will need to add new and original content on a regular basis in order to keep your search ranking on Google and to keep visitors coming.

Make noise

All new published content should be shared or at least mentioned with a link on all possible social media. This noise could spark more interest as people forward or re-share the content.

Enhancing inbound marketing

Your content marketing of your website will generate inbound marketing. In order to enhance this you should use a web service that reveals the companies visiting and their interest in your products or solutions. This allows sales to focus solely on really interested companies as (several) employee(s) have been visiting the website and sales knows what they are interested in by the search terms used and the pages visited.

How well scores your website for selling ? Place for improvement ?

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Creating And Engineering New Technology Or Products Are Not The Challenge: Marketing And Selling Are

Engineering – R&D creating technology or product

For any company innovation is probably a must for continuation. New technology or new solutions.
When R&D has developed a new solution or is using a new technology achieving to make a new product is only the initial step and effort.
The big challenge is not the engineering and technical parts but in marketing and selling.

Marketing creating the demand

First marketing needs to understand what and why Engineering or R&D have invented a new technology or have created a new product. next marketign needs to figure out who the potential customers could be. Why would they buy ?

Then Marketing needs to make clear to all potential customers that there is a new technology or new solution. Stipulating the benefits and the advantages for the customer is utmost important. Moreover the customer needs to see and understand these benefits or advantages. He needs to see what the new stuff brings for his company. Somehow Marketing should create the need and demand. In the best case the potential customer contacts the company – but that is rather rare.

Sales getting the deal

If Marketing has achieved to create the demand or need for the new technology or product then the Salesman would just need to come in and have the Purchase order signed.
However that would be too easy.
First the Salesman needs to find interested and potential customers. This can be achieved by knowing who is visiting the website and the specific webpages of the new technology or new product. A web service that reveals the companies visiting does this work.
In most cases the potential customers have much doubts. They will not be rushing in to buy a new technology or solution as this is B2B and not B2C.

The skills of the salesman are required to take away the risks involved in the decision of buying a new product or solution. The Salesman needs to take away or convince the potential customer there are no risks involved.
For an existing product or technology this is rather easy as a list of references must exist. In case of a new technology or product no such list is available.
This is where the Salesman needs to use the relationship and the trust he has build-up with the customer or he has to gamble on the brand name of the company in order to assure the potential customer.

The biggest challenges are Marketing and Sales for any new product or technology. Creating demand, finding customers and getting the customer sign the Purchase Order.

What’s the biggest challenge in your company for any new product or technology? The R&D or Marketing or Sales ?

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What A B2B Website Really Needs For Lead Generation

All B2b companies have a website which has to support the sales team and should generate leads. However many websites will get traffic but don’t generate leads at all or very little.

So what is required for having a scoring B2B website ?

SEO Search Engine Optimization

B2B search is quite different from B2C. For a start the number of people searching is much lower but also have much more specific search phrases. In most cases the keyword string are much longer. Hence the SEO is different too.
Tips on SEO trends in 2015 video

Search display

As the searches are much more specific it is required to have matching subject text that is displayed on the search engine result page. Hence it is required to have at least one page for every different solution or part of solution you propose. Business people and employees are not going to waste their time on websites that doesn’t seem to correspond to their requirements on the search engine result page.

Expertise publishing

You need to publish content that demonstrates your expertise on the matters or solutions you tend or intend to solve. You should relate problems and solutions to the industries you are targeting selling to.
– Present the problems of your potential customers and the solutions you can bring
– One subject, solution or concept per page in order not to confuse visitors
– Optimize titles, descriptions and keywords per page (problem / solution)
– A White paper that can be downloaded per solution
– Additionally an RSS feed

Clear website structure

The menu items need to be structured efficiently and effectively allowing your visitors to find easily what they are looking for during their purchase process:
– Search: Finding their described problem
– Solution: Finding the solution to their problem
– Company evaluation: Finding the company information
– How to buy / where to purchase

Effective Calls-To-Action

Without Calls-To-Action the visitor is less likely to take any action.
– More visible or prominent Call-To-Action button placement
– Multiple and different Call-To-Action
– Different levels of engagement: “Contact Us”, “Newsletter Subscription”, “Price Quote”, “Download White Paper”, “Webinar Sign-up”, “Podcast”,…

Missed visitors

Even the best designed websites will still have a large percentage of visitors who don’t take any action. In general only 2 to 3% of all visitors will contact you. In order to improve this low score you should install a web service that reveals the companies visiting and what they were looking for.
This will allow your sales teams to contact the visiting companies with a suiting message according what they where looking for.

Response control

Incredible or not but a large quantity of web leads just get lost as they remain unanswered. So make sure you have a system in place for follow-up on each inquiry that is being received.

How is your website scoring in lead generation ?

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Engago Technologies provides a B2B web service for marketing and sales.
 

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