Spring Clean Your Marketing

Ahhh, spring:  The days are longer, the flowers are in bloom, and hints of summer are in the air.  It’s a time of renewal and regrowth for many things, and that should include your business marketing.   So why stick with the same old lead generation tactics?

Don’t get me wrong:  “If it ain’t broke, don’t fix it!”  If your current marketing is consistently generating a desired number of qualified leads for your business, then keep doing what you’re doing.  However, if your results have fallen off over time, or your heart just isn’t in it anymore, consider the following five ideas for spring cleaning your marketing.

1.)  Update Your Website

Your Website is your digital sales representative, showcasing your brand to the world, and yet it’s easy to neglect.  Take a look at your Website (don’t worry, I won’t tell anyone it’s been a while since you have!) and ask yourself the following questions:

  • Is the look still feel fresh, or does it appear dated?  How does it compare to your competitors?
  • Is it mobile friendly?
  • Are the existing keywords/SEO still relevant?  Could you update to produce better results?
  • Is the site’s navigation user friendly?  Ask a friend to find 3-5 specific items on your site and then give you feedback on how easy they were to find.

REV Resource:  If you’d like some expert advice on refreshing your Website, we have several partners that specialize in Web design, SEO, SEM, etc.  Let us know what you may need, and we can point you in the right direction.

 

2.)  Create a Video or Two (or Ten)

Show, don’t tell, is the mantra of today’s marketing.   Prospects would rather watch a video than read lots of text to understand quickly and easily how your product or service can help them.   A professionally-produced video is a resource that you can use on your Web site, on social media, as part of a sales presentation or trade show display, and more.

But if you are concerned about costs, content, and/or the camera-readiness of your staff, here are some alternative ideas:

  • Animated explainer videos are a fun and effective way to educate your prospects on a product or service in only 2-3 minutes.  And it’s all computer-generated, so no need to memorize your lines.  Here’s an example from one of our clients.
  • Go “behind the scenes” to give your audience a more informal glimpse of the personalities that make up your company
  • Interview your customers for testimonials about your company

REV Resource:  Contact our friends at TG Visuals Video Production for an exploration of what type of videos could create an effective visual message for your brand.

 

3.)  Host a Webinar

If you’ve talked shop with me for more than five minutes, you will know I’m a big fan of Webinars.  Webinars level the playing field for small businesses and expand your marketing reach by allowing you to present to multiple prospects all at one time.  Plus, the cost of hosting Webinars is much lower than most other forms of traditional marketing (trade shows, advertising, etc.) and Webinars integrate well with email and social media (other lower cost marketing tactics).

REV Resource:  Check out our 5 Best Practices for a Successful Webinar guide for lots of tips for a DIY Webinar.  Or if you’d prefer us to do the heavy lifting for you (and why wouldn’t you?), take advantage of our affordable Ready-to-Go Webinar Sherpa services services.

 

4.)  Get more social

Whether we B2B marketers want to admit it or not, social media is here to stay.   There are of course, many social media platforms out there; however, we’re going to recommend that you especially focus on increasing your LinkedIn activity—most B2B marketers under-utilize the capabilities of this powerful platform.  LinkedIn can provide you with a goldmine of prospecting possibilities, including:

  • Research target companies, follow their Company pages, and learn who is the appropriate contact for you
  • Follow companies that are highly esteemed in your industry (or that of your target prospects’) to stay informed and relevant
  • Join groups where your target prospects are active, and participate in discussions to connect and demonstrate your expertise

REV Resource:  Read this great article from our archives on maximizing LinkedIn for new business development

5.)  Go Forth and Network

Digital connecting is great, but sometimes we just need to get out of the office and go talk to people face-to-face.  Meeting new people that can be potential referral partners is an effective way to pump up your lead generation opportunities.  The goal should be to connect and build relationships with other professionals that are not competitors for the purpose of referring business to each other.  (Caution:  Don’t be that person who tries to sell everyone your services the moment you meet.)

If you are new to referral networking, or are looking for more/different opportunities, we recommend the following:

  • Check out your local Chambers of Commerce and Rotary Clubs.  (To really get plugged in, volunteer for a committee!)
  • Ask trusted colleagues where they network.  If they are part of a referral networking group, they will likely invite you to visit.

REV Resource:  If you are in the Atlanta area, we highly recommend the Professional Services Alliance (PSA) for business-to-business services professionals, meeting twice a month in Sandy Springs.  If interested, email Tara for details.

Tara is focused on her clients and the need to get their messaging out in the best way possible. Her guidance and advice come from experience and expertise in effective communication to clients and prospects. Her advice to me over the years has been extremely helpful. Tara is a professional in every sense of the word! | David Shavzin

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