I’m an advocate for creating a multi-layered messaging strategy to educate, inform, and connect with prospective customers. There is another area of message development that several new clients neglect, case studies and testimonials. This content proves the capabilities and value of your Read More
When I do an analysis for a prospect or begin working with a new client, strengthening their marketing messaging is the first, critical step. Most have messages on services or products and possibly value statements or a unique selling proposition. While this Read More
With the emphasis on inbound marketing in most marketing programs, you need to plan the content you are posting. While customers, employees, and vendors are interested in company news and events, prospects looking to work with you aren’t. Chances are you’ve developed Read More
Inbound marketing draws prospects to your website or social media platforms. To make inbound marketing effective, you need to understand the four steps. Step One: Attraction Attraction involves a potential customer discovering your company’s website or social media platforms. To attract Read More
From keylines to computers and airbrushing photos to Photoshop, I have seen many changes in my nearly forty years in marketing. Across those decades, several new lead generation channels have emerged, too. Most have been successfully incorporated into the mix, but here’s Read More
You work hard to see that your customers are satisfied. Be sure that you let prospects know that you have a record of satisfying customers. You do that by focusing on selling satisfaction in your marketing. Load your “satisfaction arsenal” There are Read More
For decades, I’ve observed a detrimental pattern in many businesses-the blame game between sales and marketing. Marketing points fingers at sales for not converting leads, while sales accuses marketing of providing unqualified leads. This cycle of blame typically kicks off when goals Read More
If you read any of my blogs, you know I’m an advocate for creating strong marketing messages. Recently, I’ve done several analyses for prospects and found a common thread –all their content is alike. Obviously, I know companies in the same industry Read More
Hyperbole, an exaggerated statement or claim not meant to be taken literally, is often associated with marketing. However, in B2B marketing, your prospects must trust and believe your messages. Here are some practical tips on how to avoid marketing hyperbole. Identifying Read More
In this blog we’ll discuss outbound and inbound construction marketing. Outbound marketing is the more traditional of the two and sends content to potential customers. Channels for outbound include prospecting calls, direct mail, e-mails, print/online advertising, and trade shows. Inbound marketing draws Read More
Without cross-selling in your marketing program, you’re potentially leaving valuable sales on the table. Cross-selling is the strategy that ensures every part of your sales and marketing program reminds current and potential customers of your entire line of services or products. Here Read More
I have found that clients often need help distinguishing themselves from the competition. The following are messaging techniques that can help improve marketing differentiation. Company History The company’s history or story is often overlooked when developing marketing messages. The key is Read More
Most manufacturers focus on their products and ignore the industrial marketing service message. Of course, quality and delivery are essential to the product you produce. However, the service you provide during the sales, production, and support processes can mean the difference between Read More
Storytelling isn’t just entertaining – it’s an essential part of the sales and marketing process. It creates a personal connection that goes beyond the project’s facts. This technique allows you to relate examples of similar projects to illustrate your experience. As you Read More
Assigning rank to the various leads you attract is not just a step but a critical one in turning a lead into a sale. This process involves evaluating the lead’s level of interest, potential to convert, and readiness to make a purchase. Read More
This blog discusses the most important part of marketing after finding a new customer—keeping them. Your dedicated sales team puts in a tremendous amount of work to land a new contract. For this reason, you need to have processes in place to Read More
If you want to start blogging to build brand awareness, generate interest in your business, and bring in leads, there are factors you need to consider. Topics Blogs are not just about selling products or services. They are meant to provide Read More
These common marketing mistakes can cause sales to stagnate if not addressed. Mistake #1: Inconsistent marketing Avoiding a sporadic marketing program, one of the most frequent marketing errors, puts you in control. Instead of waiting for business to come in from Read More
You might have built a website that engages visitors with the imagery and messages that promote your company, but is that enough? Not if you didn’t consider the keywords used in the site. Keywords are the way potential clients find you through Read More
While recruiting and industrial marketing may not seem like a fit, there is more in common than at first glance. After all, when seeking to fill positions, you are marketing your company as a great workplace. Messages Marketing messages focus on Read More