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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Marketing: When The Noise Is Louder Than Your Voice

Noise in Marketing

On a public market the vendors shout at the passing crowd with potential customers in order to draw attention. However almost all vendors will be shouting their messages. The noise becomes louder than each voice.

Noise in Marketing is anything that gets in the way of the audience receiving the entire message which a company is trying to communicate.
This can be anything from bad message distribution, to regional differences, to wrong timing, to poor message execution.
However in many cases it can also be lack of understanding of the receiver.

Marketing noise can refer to similar, conflicting, or misleading advertising or the sheer volume of advertising of the same or similar products or services.

The barriers creating noise

Noise can be created by the barriers who obstruct sending clear messages to the target market.
– Language barriers
– Perceptual barriers
– Technical barriers
– Attention span barriers
– Overload of barriers
These are the important barriers marketers have to over come when it comes to communication.

Eliminating the noise

A company has several possibilities to eliminate as much noise as possible in their advertising campaigns or content marketing:
– Making the message clear and concise
– Applying best suiting marketing strategy
– Hiring focus groups to give feedback on their interpretation
– Test on a small target group
– Using multiple channels in the hope at least one channel will be received without noise

Overcoming noise

There is noise from all the advertising and content marketing messages which requires any company to shout louder or standing out in order to be heard. This requires the advertising or content messages to rise above this noise.
One solution is to have entertaining advertising or content marketing messages. Make sure your audience is listening.

The main goal is to become at the first place of mind awareness for the of potential customers.

How do you overcome this Marketing noise ?

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How sticky are your products?

Sticky products

Products are sticky if your customers buy over and over again generating recurrent revenue.
How sticky are your products ?
Typically these products are consumables that are required to keep the solution going.
There are also products that companies will buy recurrently as they have become obvious for business.
Like filing systems, copiers, printers, portable computers, … not exactly consumables but products that are being bought on an ongoing basis.

Sticky services

Besides the obvious services that are required on a normal basis like cleaning, utility maintenance, … there are services with a higher price tag that are recurrent too: accounting, auditing, cloud computing, …

Converting into recurrent

If you have a product or a service that brings recurrent revenue your future is more certain.

The problem is how to get your products into the recurrent class?
a) Maybe the concept of your product needs to be changed by making an essential part replaceable. However this is not suited or feasible for most products.
b) Or adding on services to your products like Apple does: for example assurance, maintenance,…
c) The easiest way is to change the pricing: from one price upfront into a monthly or yearly price to be paid – like a subscription. In many cases this is possible by adding the maintenance into the pricing structure.
Hence instead of selling a product you sell a lease or rent including the maintenance.

Benefits and drawbacks of subscription pricing

The drawback of such a subscription based pricing is that the customer can stop the subscription.
The benefit of subscription based pricing is the opportunity for the salesman to go and visit the current customers and staying in contact with them whereas with a one time purchase the relationship gets lost quickly after delivery.
An additional benefit is the possibility of a higher total revenue over time as your solution keeps being used at the customer.

Could you convert your products into a subscription based pricing ?

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If Product Marketing Makes Bold Claims Then Beware

In some cases Product Marketing make bold statements about the new product or solution which will cause problems for your sales teams later on.

Multiple markets

If Product Marketing claims the product can be used for many things and in many cases and many markets, then there is a problem uprising as they can’t figure out who the target clients are. It is impossible or not realistic to address the entire market (segment) and explain to the market the purpose of the product as the message will be just too complex. So Marketing can’t target and can’t get a single message out.
As a result you will not get any real prospects.

Multiple uses

If Product Marketing claims the possibilities (features) of the new product are enormous then you have the problem of picking the best ones as all features are potential winners. Marketing will communicate a way too complex message for explaining all the possible features and solutions. This will result in nobody hearing or understanding the message. The value proposition will be too complex or unclear.
As a result you will not get any real prospects.

The Next Big Thing

If Product Marketing presents the new product or solution as the next big thing or the disruption, then wonder how they are going to explain it to the market and how much that will cost. People are used and open to understand a gradual change or improvement, but a radical change like a disruption is harder to accept.

Beware of bold claims

So always beware when Product Marketing makes bold claims for marketing a new product as these can turn out to become real disasters in sales. Moreover due all the effort, money and time that goes into the promotion of the new product your existing products might suffer as they get less attention which also leads to a lesser revenue.

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Top 16 To Keep Your Visitors Longer On Your Website

We all dislike high bounce rates. We want to keep our visitors as long as possible on our website and keep their interest. The longer – the more likely they will remember the company or brand or product or solution.

In order to make people stay longer consider some of these solutions and tricks:

1. Few fonts

Two or three fonts is considered as OK. More fonts will file your website as outdated. Too many fonts will clutter your webpages.

2. Large fonts

Too small font and a large population won’t be able to read it: visually impaired, elderly people (over 40 even), tired people.
At least 16 pixels or more for body copy as then the size compares to the size in a book or printed magazine taking into account the 23 to 28 inches distance from the display.

3. Remove clutter

When a visitor lands on a web page he will decide in less than 15 seconds to continue or to leave. If there is too much or too many things going on on a web page he will be confused and leave.

4. Small content blocks

If a block of content is to large, people will just read the first line and then start skipping lines. People on the Internet are impatient. You need to have consumable blocks of content.

5. Visual breaks

In order to break-up long content blocks, the use of:
– Headings
– Sub-headings
– Bulleted lists
– Numbered lists
will help and will also allow for people to quickly assume the content

6. Images of people

Adding images with people – especially faces will increase the stay on a web page or even increase the conversion rate. It makes your website more human and creates some kind of trustworthiness.

7. Avoid typical photographs

Be aware that the typical stock photographs are known and most people have seen them already. Hence you need original photos or “Photoshop” images in order to make them more unique or attractive.

8. Data and stats for brand recognition

Stories can be retold but is not often feasible as an audience is required.
Data and stats will be remembered and can easily be used in any related conversation in order to make the person interesting. Numbers or figures can be used quickly in order to grab the attention in a meeting or conversation. This person will have visited more than once and will remember your brand or company or product.

9. Data and stats for trust

Data and statistics will add trust to your website as it requires effort, time and money to generate or to collect data or stats.
People will find your website more interesting and it will add to the trustworthiness of your website and company.

10. Internal links

On each page or in each content part at least one link towards another page should be present. Preferably two or three links. These links can be anywhere on the page, but from the middle to the lower are more suitable as you have given them the time to grasp the main message of the first page.

11. Engage

If possible ask open questions and aim for people to answer or comment on your webpage. if the take time to create and type a reply they surely have given your question a thought which results in a longer stay and a higher likelihood of brand and company recognition.

12. External links to new pages

If you need to have external links on your website then they each should open on a new page. Opening on the same page over your website makes them leaving your website. Hence the visitor is lost.

13. Limited messages per page

Apparently people are capable of remembering only two or three messages. Hence you need to limit the number of messages on a webpage too as anything more will cause to forget all additional messages.

14. The Back button stopper

When people click on the back button they have decided to leave the page and website. The best solution is to have a pop-up window that asks a relevant question or refers a link to a possible interesting page that they haven’t visited previously. Chances are visitors will stay on your website by replying to the question or visiting the referred page.

15. Relevant content

Once landed on your website and with the knowledge of their search terms used or the referring website page, you could suggest in a pop-up relevant additional information or a link to a page containing such information.

16. Entertainment marketing

People like to be entertained. Your website could not only provide useful information and data but also some kind of entertainment in the form of textual, visual or video content. Chances are high that visitors will take the time for the entertainment resulting a longer stay on your website and more brand recognition.

How did you decrease your bonce rate ?

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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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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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How To Spy On And Track Your Competitors’ Marketing

Knowing what your competitors are up to or what actions they are planning or executing is good to know and to be aware of.
So here are a few tools to know more about your competitors=

Email campaigns

By subscribing to all possible newsletters it is feasible to inform about what each of your competitors are up to.
EmailInsights
OWLetter
RivalFox

Ad search

In order to know the ad campaigns of each of your competitors you can use:
MOAT Free !
SpyFu Free !
WhatRunsWhere
LotsOfAds Mainly social campaigns
BoxOfAds for PPV campaigns and media buys

Not only you know what they are promoting but also what didn’t work out if they abandon quickly an ad campaign.

Social Media tracking

There are so many tools that the list would be just too long

Combined or complete: ads, email, social media

RivalFox
Yesmail

Your own website

It is also always good to know what your competitors find interesting or how strongly interesting they find certain pages on your website

How do you spy on your competitors ?

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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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