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 services and products to prospects.   Case Studies Present Your Solutions A library […]

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 content is a good beginning, that’s all it is. For an effective and […]

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 marketing messaging for your website and sales material. These selling messages, along with […]

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 visitors, you need a keyword and content strategy. Keywords play a crucial role […]

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 areas in your business that promote customer satisfaction where you can find data […]

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 aren’t met, leading to a stagnation in business growth. It’s a problem that […]

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 hidden hyperbole  While you might not be using that outlandish of a claim, […]

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 are some examples of how you can incorporate cross-selling into your program.   […]

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 to find the elements of your history that will resonate with prospects.   […]

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 use storytelling in your sales or marketing messages, consider these three factors:   […]

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. Here’s a good starting point.   Cold leads Despite their name, cold leads […]

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 readers with information they find valuable or interesting. A blog is an indirect […]

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 the same group of customers and only putting effort into marketing when sales […]

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 potential customers’ needs and how your company provides solutions. Similarly, recruitment messages must […]

Understandably, emulating a successful competitor seems like a surefire marketing tactic – it’s not. Here’s why you want to avoid the pitfalls of copycat marketing. Using a slight variation of a successful company’s brand (logo and messaging) goes against the basic marketing principle of creating a unique brand that separates you from competitors. Copycat marketing, […]

Before a prospect will decide to work with you or purchase your product, you need to establish trust. Here are some ways to help your salespeople build that critical trust throughout the sales process. Testimonials: Nothing tops a third-party endorsement to prove the quality of your work or product. You should ask customers for a […]

Often, businesses fail to use the referral sales channel. Generally, this is because they assume that customers will automatically refer their company if the opportunity arises. However, customers might not know you are seeking more sales or all the services or products you offer. That’s where our tip This B2B Marketing Ideas: Ask for Referrals […]

When making a sale presentation, it’s more than just about the price. Look at it as if you are selling your company all over again. Because whenever you have competition, you have to remember that they are probably promoting their strengths and reasons for choosing them, not simply their cost. It is dangerously naïve to […]

The traditional sales funnel ends with the sale. However, to get the most out of the sales funnel, it needs to include encouraging repeat sales. When you have satisfied customers, they are more likely to purchase from you again. Develop a program that keeps in regular contact with customers, especially reaching out to them personally […]