Dear Marketing, You’re a F***ing Hypocrite

Or at least marketers are, most of the time. Think about this carefully. The first time you send out a direct mail piece, or include someone on your list who wasn’t necessarily, kind of, sort of “really” opted-in, or took advantage of the many other tempting, ethic-less opportunity finding strategies that media platforms present to us, we become a hypocrite. At that point, we use the same strategies that endlessly piss us off every day as consumers. At that point, you’re screaming at the customer and complaining about the noise simultaneously.

avoid marketing mistakes

I have participated in these efforts, many do. Even when they don’t realize they do, they do. Why? Because the internet has allowed a new form of accessibility and communication that we never had before and having that creates a new marketing mentality. Recently, I sent an e-mail to a known writer in the my industry asking to consider writing a foreword for my book. It was a guy whom I’ve had some interaction with. A few tweets here and there, nothing that could be considered a strong relationship. Half way through writing my e-mail, I stopped and realized I was going to perform a cruel injustice, I was breaking the very philosophical views that I preach. I decided to rewrite my e-mail and ensure that this person KNEW I expected nothing, not even a response, and that I was simply requesting his consideration as attribute to the great respect I had for him as a writer.

Was it still wrong to send the e-mail? Likely. Do I regret sending it, I certainly would have a whole hell of a lot more if I wouldn’t have revised it to ensure the guy knew I expected nothing in return from him, and I was content on simply letting him know I was a big fan of his work. But, let’s be honest, long story short, I was a f*&$ing hypocrite.

The real genuine question that I needed to ask myself was, would I be offended if I received the same e-mail. It was a question that needed to be asked before the message was sent. It’s a question that needs to be asked every day before you ever make a decision on how to market your brand, product, service or self. Don’t be a hypocrite when it comes to marketing. Don’t slam the door on one person and expect them to open it for you. Here are 3 things to keep in mind before sending out your marketing:

Does your marketing add value without the next step?

We all understand that everyone feels what they have to offer the marketplace is great and will improve the lives of their prospects greatly once they sign on. But if that prospect were not to pick up the phone, fill out your form, or purchase your product, would they still find value in the marketing materials you send? If the answer is no, don’t send them. If you do, you’re a f*&$ing hypocrite.

When was the last time you bought from a similar form of advertising?

It’s a fair question? that gets too often forgotten. And frequently, the answer is never. When was the last time you received a pitch in the same form you’re sending one, and bought the product or service featured. If you can’t think of one, don’t hit the send button. If you can think of one, don’t hit the send button. Rather, go back to that message, see what engaged you and pursued you to buy, then ensure your marketing message brings the same value. If not, you’re a f*&$ing hypocrite.

Did it take a stamp to get there?

The moment you are placing a stamp on marketing material, your conversion rate is below .01%. It’s also the moment you go home and become extremely pissed off because you just received a coupon book that has taken up your mailbox and has made it difficult to find your actual, wanted mail. If you’re marketing is laying in a mailbox right now, you’re a f*&$ing hypocrite.

Closing

The key is never market to people the way you don’t want to be marketed to. At that point, you’re the person at the party that blasts people who only promote themselves, and then you talk only about why you’re great. It doesn’t do anything for the person. What have you done to ensure you’re not a marketing hypocrite?

 

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B2B Mobile Marketing May Be Closer Than You Think

B2B companies don’t have to rush to embrace mobile internet technology until their customers demand it.  However, that day may not be too far away, if it hasn’t already arrived.  The B2B mobile marketing world is still new. However, think of this; there is evidence that mobile technology has been fully adopted as the single one device that individuals desire to carry.  According to Microsoft, we are a few years away from the day when mobile internet usage takes over desktop internet usage.  However, closing the B2B sales process typically doesn’t depend on as heavily on web based tools; therefore to say it is urgent to may be overstating the case. But that will change, and soon b2b mobile marketing will quickly become its own animal.

b2b mobile marketing

However, there are certain statistics that may surprise B2B managers before they want to conclude that nothing in the immediate future needs to be done to their internet presence:

  1. The Gomez corporation states that over 70% of those who use Mobile browsers have the expectation that web pages should load as fast as those on their personal computer.
  2. 50% of search conducted in local areas were completed on mobile devices.
  3. Over 100 million users use a mobile device to connect with Facebook

These statistics should state clearly that if a company intends to market through search, their visitors are likely to eventually be mobile users.  If companies intend to market using social media, they can expect that their prospects will be there. If you are conducting educational programs, professionals will probably want to be able to follow along on their mobile device, not necessarily their PC.

Visit Your Site as a B2B Mobile Marketing Tool

Given the reality of B2B sales process and the growing necessity of mobile accommodation, what should companies do immediately to keep themselves from missing opportunities

  1. Executives and staff should visit their site with a mobile device.  They should attempt to take all of the important actions: find research, opt-in, find telephone numbers, search the site.  If these things are not easily completed during the test, managers have just placed themselves in the position of their prospective customers.  If company personnel cannot take actions favorable to the company, they will need to do everything that they can to make it so that these steps are made possible.
  1. Executives and staff should also attempt to consume content on the site and then to take note of whether it is easy to read and navigate. If it is not, steps should be taken to optimize content for mobile devices.   Some content should be created conducive to short attention spans and small screens.  Long paragraphs may be important, but also may not be practical to read while on a mobile device.
  1. Executives and staff should take note of how long it takes for pages to load.  It is estimated by the Gomez Corporation that almost three quarters of consumers wait 5 seconds for a page to load on their site before giving up altogether.  Recognizing that statistic applies to B2C marketers, there is definitely some evidence that site visitors find it distasteful when a B2B page doesn’t load quickly.

Closing Thoughts

While B2B marketers are not dependent (yet) on mobile technology to close deals, it is quite possible that traffic and engagement opportunities can be missed by not being ready to receive mobile visitors. Starting with the staff’s general analysis their own a site visit companies should begin making changes that are common sense in orientation.  Checking to see if basic objectives are easy or difficult in navigating the site will give executives a good start on figuring out what needs to be done.

What do you find when you visit your site from a mobile device?

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3 Quick Business Insights from 2 Best-Selling Authors

 

Its really rare in life that you are given an opportunity to engage with and learn directly from truly exceptional people.? Everyone, I hope, understands the power of mentorship and how it can take an ‘ordinarily’ positioned individual and transform them into a habitually successful businessperson.? Social media gives us ‘ordinary’ people the ability to connect with the truly exceptional.

Its our obligation as? businesspeople, or aspiring authors, or professionals and everyone in between to harness the information we gain from others and use it as a motivating factor to further our own successes.? Since the start of 2012, I’ve made a commitment to not only engage in people whom I admire, but to also take their insights and turn them lose in a way that can help not only myself, but those around me.

For the past two weeks, I’ve focused on two best-selling authors and savvy business people.? Chris Brogan (@chrisbroan) and Carrie Wilkerson (@barefoot_exec).? I’ve monitored, closely, their activity over the past two weeks, as I will continue to do so for a long time to come.? Over the past two weeks, I feel that both of them have given some unique insights that I wanted to share.

Business needs to be healthy…No matter what -

We all find excuses to procrastinate things until a later date.? These are the things that we don’t feel hold as much value to our business, as others.? Items such as writing content for our website, spending a some time reading and educating ourselves, or anything else you’re not doing (you know what they are).? When we put off the things that may not show immediate impact now, but turn into great things later, we poison our businesses.? When you see how Chris and Carrie engage in healthy activities, contribute to the community, enjoy life, and many other things, you start to realize just how important time management truly is and keeping a healthy balance of it makes all the difference.

Network Share…Everyone has useful information to share, you just need to find it -

We are all given a very unique talent when we are born.? That talent is the uniqueness of individuality.? Sharing information in today’s business atmosphere is becoming not only important, but critical.? Sharing information for your audience to use should be in the new Bylaws of every corporation.? Seriously, far too many companies are not engaging with their social community the way they should.? Social media gives you a platform to connect with people who you otherwise would not connect to.? The emphasis in business 10 years ago was “network, network, network”, now the web makes that easier than ever before and still more people either don’t use it, or use it improperly.? Read Chris Brogan’s book, Google+ For Business to get a birds eye view of how social media can be applied to your company.

Learn from your Audience -

Would you believe that if you just took a moment to listen and read what was being posted on your Twitter feed, you’d likely be able to gain a college education in a few months.? Okay, that’s completely bullshit, but seriously, when you think of the people you have the ability to connect with and the information they share, you have an open resource of some of the most brilliant minds in the world sharing research, insights, lessons and much more.? Since the beginning of 2012, we’ve been able to learn the ins and outs of writing a book from a best-selling author, in Chris Brogan, as well as how to deal with the struggles that professionals are bound to deal with every day, from Carrie Wilkerson, on a consistent basis.
Its funny what you can learn, when you just shut-up for a few minutes to listen.

 

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Oh Where, Oh Where has my Marketing Gone…

Traditional marketing has many faults that result in its depreciation over recent years. One of the main reasons its continuing to lose steam is that modern day marketers are finding online campaigns and social media interactions easier to slap an ROI sticker on at checkout.? The effectiveness of print advertising, trade shows and other traditional means of marketing your products is further hampered by a decided lack of means in this department.

With online metrics, such as website traffic that can be narrowed down into lead conversions, which in turn can be narrowed down to new customers, gives marketers the power to allocate marketing dollars to areas that are generating revenue more accurately than ever before.

Industrial Marketing

Measurement At the Speed of a Mouse

Previously, marketers sat months to determine whether appearing in a traditional advertising spot was effective.? If they were anything like our family’s manufacturing company, they sat and measured the multiple phone numbers and mailbox addresses used for each ad, and desperately tried and identify some return being gained.? Multiple phone numbers dedicated to individual advertising campaigns was innovative at that time.? It created a point A to point B analytic system that lacked justification of marketing.

Now, you can know immediately how many visitors, leads, prospects and customers ?a recent campaign is generating and, if it?s not comparable to previous efforts, switch gears or change tactics within days, even hours. This gives companies a new form of adaptability which is becoming crucial in remaining relevant in today?s market.

This immediacy of reporting is allowing those who take advantage of the industrial marketing revolution to pull ahead of their more tra

ditional counterparts by making faster, better informed marketing and promotional decisions.

Migration of the Masses

If there?s one big lesson for marketers in this recent turn of events, it?s that the old forms of marketing have been under-performing for quite some time now and should not be tolerated as the primary part of your all-important media mix.

To stay loyal to a trade journal or direct mailing company (as many industrial companies do) simply because you?ve been doing business with them for decades is charity, not capitalism. If an advertising stream has dried up, don?t keep going back to the same well but, instead, try to find a new (revenue) stream!

As a marketer, you must be prepared to think differently about your approaches to connecting with customers, prospects and markets. Even before our recent economic problems hit, marketing was already and steadily trending away from traditional media such as printed trade journals and in-person trade shows, and toward interactive web media such as online search, e-newsletters, virtual events and banner advertising. Today, content based assets are a critical elements to any successful marketing campaign. ?Throw in social media, and we?re in the midst of a revolution.

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Improving Website Conversion Rates

Improving website conversion rates is the enhancing the process of converting your visitors from passive readers to action-taking people. Marketing for manufacturing depends on it.

improving website conversion

  1. Having a better website conversion rate does not mean you are definitely above your competition, it only means you are effectively meeting your industrial marketing objectives.
  2. The more successful your web conversion rate, the more popular your industrial marketing site will be to visitors and other sites, increasing your link exchange. The search engines love links and will bring more traffic to your site.

The problem with website conversion rate is the fact not everyone understands how to do it properly. The needed tools are not in place. The objectives are either unclear, or not being implemented properly.

Your website conversion rate may be lower than anticipated due to:

  • Visitors do not trust you or your site. They feel uncomfortable doing business with you.
  • Visitors have concerns about your products, services or other offerings.
  • Your site is not user-friendly. It causes more confusion and frustration than desired.

There are a number of things you can do to improve your website conversion rate. These include:

  1. Utilize a number of trust factors throughout your pages. Visitors must feel comfortable with you and your company.
  2. Develop a variety of useful tools that enhance your industrial marketing merchandising.
  3. Make your website as user-friendly as possible to enhance your visitor’s experience.
  4. Analyze each page and determine which is meeting your objectives and which is not.
  5. Know what your objectives are. What action do you want your visitors to take?  Do you want subscriptions? Product purchases? Appointments? Once you know your industrial marketing objectives, you can implement behavioral targeting.

Implementing a Solution for Higher Website Conversion

  • Industrial marketing means you must focus on your trust factors. Display third-party accreditation on your home page and throughout your site. Clearly list your terms and conditions. Develop a contact us page and reveal your physical address, phone number, fax number, and other pertinent information.
  • Marketing for manufacturing means staying current with your merchandising offers. Use price competitiveness, product relevancy, introduce irresistible product offers, utilize clear product descriptions, consider free delivery to increase conversion rate, maintain proper inventory and use images.
  • Develop a user-friendly site by avoiding mistakes such as poor grammar, spelling and punctuation. Make certain your links operate. Be sure your pages download quickly. Test each sales step in your conversion funnel.
  • Start using a “multivariate testing” tool, such as Google Website Optimizer, to simultaneously test numerous variables. You can determine which images and pages draw attention, which headings work and other relevant information.
  • Use behavioral targeting to improve your website conversion rate. Analyze your page data to determine where to place targeted and relevant ads at optimum times throughout the call-to-action process.

Are you improving your website conversion rate?

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