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Published on Wednesday 31st of October 2012
Every year on Halloween, people of all ages turn off the lights, cuddle up on the couch and watch their favorite horror movie. While Halloween only happens once a year for everyone else, I am faced with horror stories all year long. On a weekly basis, I meet with companies that are living their very own nightmares as a result of their own marketing inexperience. While I am the first to agree that business-to-business marketing is no easy task, I am also the first to admit there are always ways to try and avoid problems. So for this Halloween, we here at Direct Objective have a little treat in store for you, so turn off the lights, cuddle up on your office chair and get ready for our very own Business-to-Business horror stories... candy not included.
Chapter 1 - Marketing Without Measuring
Companies spending large amounts of money on marketing should live by one word: measuring. If marketing initiatives are put in place without the ability to measure key performance indicators, then why bother? Make sure that the right plan is in place in order to fully reap the benefits of your marketing initiatives and not fall victim to the Marketing Grim Reaper.
Chapter 2 - Branding is NOT Forever Young
The branding of your company is not something where you should cut corners. While a substantial investment into your online content, signage and logo is definitely recommended, remember that over time, as the industry around you changes, so should your branding. Allocate an annual budget for revamping your website, marketing material and even your logo if necessary to avoid being viewed as the Mummy of your industry.
Chapter 3 - Marketing Tactics are not Automated
So your company wants to invest more in various marketing tactics, while this is a step in the right direction do not think that merely setting it up is enough. Integrate and Automate your tactics to ensure that your social media, email campaigns, SEO, PR and other campaigns are aligned accordingly, not doing so would be the equivalent of getting lost in a haunted house. Avoid it and plan ahead!
Chapter 4 - To go International or not to go International
Every year, innovative products are developed, successfully tested in local markets and 7 years later there is still no attempt to break into the international arena. In today’s business market, the world has become a global village, easily accessible to all who want to. Cut down your time-to-market by daring to enter the international market, you’ll find that it’s a lot less trick and lot more treat.
Chapter 5 - International Expansion Needs International Experience
Breaking into the international market is great, what is better is having someone that you trust with the knowledge on how to capitalize in that market. Above all else, make sure your company is ready for a new market, that you are attracting new leads in that market and then let your senior salesperson takeover. Remember, if the sales are not there... R.I.P.
So there you have it, your very own guide to avoiding B2B Marketing Nightmare mistakes, now turn on the lights and get back to work!
Published on Tuesday 22nd of November 2011
Today, your website is often the first place where your potential client finds you; it is your first impression. This means that you must ensure that your website is effective. So how could you know whether your site is effective or not? Here are some criteria you can use when assessing your website’s performance:
- Are you receiving enough inquiries? Whether they come through the traditional contact form on your site, or through other online marketing tactics, the real question is does the amount of online inquiries satisfies your sales pipeline? Assuming that you receive a hefty amount of traffic to your website, do you manage to convert them to prospects or they move on to the next site?
- Of the inquiries that do originate online, are they serious and relevant prospects? The content and design of your website attracts a specific audience. Are they the potential clients that you are looking for? or are those inquiries a waste of time for your salespeople?
- Do you know who visits your site and where they’re clicking? Most companies settle for anonymous web traffic. But what if you were able to identify a potential client in real-time, track their Web activity, and start a dialog to better understand their level of interest?
Phases to improve your Website Effectiveness:
- Collect information regarding visits to your website (requires installation of web analytic tools that would collect specific information)
- Analyze the data and deduct what elements in your website drive the most potential clients
- Optimize your Website SEO and usability
Optimization and website usability are often thought of as two independent facets of a website, but in reality this is never the case; a well-planned online strategy takes both into account together, and makes sure that one supports the other. It is true that search engine optimization plays a greater role in getting potential clients to a site, while usability is more focused on keeping them there—but this is changing. Google is constantly updating its ranking algorithm, and more recently one of the important aspects that Google takes into consideration is what your visitors think about your site. What is counted as important? What brings value to the visitor? In order to learn this, Google uses web analytics information to help define the ranking of your website. Thus, it is no longer enough to place a few keywords here and there, expecting your Web site will be ranked high. You need to invest in your website’s usability.
For more information on how content can affect your business’s image and exposure, read our more detailed website content development section. If you would like to understand the benefits of good Web design, and just how it can help you find clients, look at our website design resource.
Contact Direct Objective today to see how we can assist you in adjusting your website to effectively draw more potential clients. Our vast experience in website usability and optimization will allow you to bolster your online presence and create an effective website.