Learning from the Best – Continued

Last week we explored some of Gary Vaynerchuk’s valuable marketing strategies. This Belarusian born entrepreneur, speaker, author and internet persona is well-known for his involvement in consulting with large firms, including Fortune 500 companies. His companies include VaynerX, VaynerMedia and Gallery Media Group.

Finding Your Niche Market

Last week we discussed how to market a personal event at a low budget to achieve success. This week the topic shifts to the market which you are targeting as your audience and possible clientele. Contradicting to what most B2B owners might think, you don’t need to have a million clients. If you have identified your niche market, it can be a much more profitable venture to serve them well than serving many others poorly.

To create this niche market, start with creating your niche podcast. This will allow you to get in touch with the clients you want in your client base. They will be the people asking the right questions and the ones you would want to spend most of your time on. You can also use this medium to ask them to be guests on your podcast to share their knowledge and advice. Making them feel that you value their opinion is playing right into the human ego and the need to feel important. Not only do they get recognition, but also in a format which can be shared by them. Their sharing, in turn, serves as marketing to you. This also turns your podcast from yet another source of information to the desired position to be in. You are creating hype around your business without much effort.

Determining What the Marketplace Desire

Many business owners follow a plan of developing their dream and then selling that to the market. A much more productive route is available, allowing you to alter visions according to the market.

Clients will come to you if you know what they need and how they need it and then supply just that. Vaynerchuk uses the example of Guinness Beer, which experienced a slump in sales and had to combat that through brilliant tactics. They did research and determined that the two most discussed topics in bars were trivia and soccer. This led to the birth of the Guinness Book of World Records. Now they were no longer just selling a drink on tap, but they were selling a culture. This created a reason for people to talk about them in the places where their product is mostly consumed. Not only that, they owned the media company creating the Book of Records and could filter in their advertisements, to increase beer sales.

One of the greatest mistakes business owners make when discussing the topic of marketing is believing that the reason why their efforts aren’t returning the desired results is that they aren’t doing enough. Sometimes it is crucial to change your entire perspective and approach to achieve desired results.

B2B Marketing – Learning From the Best

Success can be achieved by learning from those who have been down the paths that you are taking and made it to the other side successfully. More so if that person is willing to part with valuable information gained during the journey. Such a person who is acclaimed for success in a variety of industries and a willingness to share is Belarusian born entrepreneur, speaker, internet persona and author, Gary Vaynerchuk. From starting in the wine industry, he has excelled in social media marketing, assisting many companies, often from the Fortune 500 list. He is involved in VaynerX, VaynerMedia and the Gallery Media Group. Over the next couple of articles, we will be exploring the details of his four most valuable marketing strategies in the B2B sector.

No 1 – Use Social Media to Market Small Events

With access to various social media platforms at your fingertips, you can decide exactly where, what and when you want to market it through your choice of platforms. This can be LinkedIn, Instagram, Facebook, or wherever your preferred crowd is hanging out mostly. The kind of event which you would be hosting would revolve around something related to your industry, whether it is a wine tasting, a golf day, a cooking competition or anything else. Here the only limitation would be imagination. Regardless of which kind of event you decide on, you can follow the following steps to market it.

An Inexpensive Ad Campaign

Decide on what area you would be focusing on for your ad campaign. This is more geographically speaking, for example, if you are targeting golf clubs, then locate an area within your reach where many golf clubs are situated. Also, select pages which serve this market to advertise your event.

Authentic Video Footage is a Valuable Tool

You don’t need any expensive equipment or expertise. With the technology available on your smartphone, you can record an official video stating your story with ease. There are also several excellent video editing tools available if you feel that your video need some tweaking. In a rushed world, people are more prone to watch a two-minute video than reading a two-minute text. Include all the required details of your event in the copy of this video.

Survey with Open-Ended Questions

In Google Forms, you can design a perfectly good survey form for possible attendees to complete. Including directed open-ended questions will help you to determine which of these people are probably open to being converted into new clients and who you should spend less time on during the actual event.

Create the Perfect Event

With enough focused marketing and preparation, you will now have an audience attending your event who are keen on finding out more about what you do and will possibly be more comfortable to convert into new clients. This is now all done within a meagre marketing budget. Consider it to be a small investment into a significant return.

Buffer – Social Media Management Made Easy

Living in a mobile world, smartphones became our go-to device for almost everything. There is probably nothing left that can’t be done from your smartphone and now the quest remains to find the best possible application to do the job for you. Marketing your business is one of the primary functions which any business owner or marketer uses their smartphones for. When professionals get asked which application is their choice to deliver time-saving yet excellent results, the number one answer is Buffer.

Managing Various Social Media Platforms

An online presence on various social media platforms is often the core foundation of your marketing plan. Keeping them all updated is a time-consuming and daunting task. Unless you have multiple hands and can multi-task like a pro or have an application like Buffer. With Buffer, you can link various social media accounts like LinkedIn, Instagram, Twitter, and Facebook and you can even organize your tweets. This is extremely beneficial for when you are taking some time away from your marketing desk and need to plan. You can then schedule your tweets to go live at a certain time and day, hence your platforms stay updated while you aren’t even there.

More about Buffer

Buffer was released in 2010 by Buffer Inc. and they have had a stable release in 2015. The application is available on multiple platforms including web, iOS, and Android. They have more than 4.5 million users registered on the application which generates over $16 million in revenue per year.

Buffer Offers a Variety of Solutions

With Buffer, users can not only schedule posts in advance but also tailor posts to suit your specific needs according to every social media platforms requirements. Users also can get an overview glance on posts that are scheduled for publishing. Buffer is easy to use and the simplicity of the application is adding to its popularity among marketers. It offers users media-friendly possibilities and easy linking of videos, images, and hyperlinks. Once your posts were published, you can track every post’s performance and monitor the statistics on how many times it was shared, liked and commented upon. Buffer allows users to schedule posts on up to five different social media platforms. These include Twitter, LinkedIn, Instagram, Facebook which includes groups, pages, and profiles as well as on Google pages and profiles. Buffer does offer a free plan which is very suitable for smaller businesses, but once you have upgraded, Pinterest also opens up as an available platform to post on.

Planning your social media marketing campaigns have never been so easy and affordable. With Buffer’s free plan users get access to three social media accounts and it provides unlimited scheduling with as many as ten posts stored in a queue. You will also have access to monitoring your post’s results through their analytics and hence will be able to see the number of interactions that your post generated. Indeed a brilliant solution for any small business.

B2B Marketing, Tips on Spending Time Where It Matters to Save Time Later On

The term “time is money” rings nowhere in a more real sense than in the world of B2B marketing. Effectivity and productivity are considered to be saving solutions. Therefore, let’s explore tips to save you time in your business’s marketing strategy.

Spend More Time on Planning Than On Executing

The idea of spending a lot of time thinking and brainstorming about your marketing strategy might initially seem like a waste of time, but it is not. Spend more time to determine precisely what, who and how of your marketing plan. Then you will be able to build an effective and successful campaign. The metaphor of taking your time as a sniper on a rooftop, observing the target, aiming and then shooting effectively versus using a shotgun and spray your message all over the place with high odds of missing your mark completely, comes to mind.

Spend More Time on Researching Your Marketing Tools

Again, we can use the metaphorical sniper to explain this better. To do a proper job, you need the correct equipment to be successful. Adequate research on marketing tools like automatic response creators, data-analyzers, social media platforms and more will help you to save time later on. Setting these systems up effectively to run on their own takes time, but it saves you the effort later on and avoids you getting trapped in constant anxiety provoking a cycle of just doing marketing.

Spend More Time on Finding Great Content

Content is excellent if it interests your targeted audience; it is coming from a reliable source and is delivered in a language and tone which the audience associates with. It should also reflect the identity of your business. Our metaphorical sniper takes the necessary time to decide on the correct calibre ammunition to do the job and so should you.

Spend Time on Getting Organized

When your systems are set-up in an orderly manner, and your schedule is clear on what should happen when and you stick to it, you save time. Often the minutes wasted on finding ourselves in the daily activities turns into hours because it is during this time that we get easily distracted. Another comparison here can be Grandma’s pillbox. Spending 5 minutes to put each day’s medication in the correct dated box for the week, spares you seven days of wasting 5 minutes per day to search for your prescription. Being organized is vital in saving time.

Spend Time to Save Time

By spending more time on certain aspects of your marketing strategy once-off or at specified intervals, you will save more time in the constant day-to-day activities of running your business. Ideally, you want your marketing plans to run independently. Unless you are in the business of marketing, your focus should be on what you are good at and improving your service and product to remain on the edge of advancements and not be consumed with something which is not your passion and primary concern.

How Effective Storytelling Can Improve Your Business

Watch and learn; the examples are endless. To achieve the same results for your business like the financial giants do, then watch the experts and learn from their efforts. Microsoft, Cisco, Google, Coca-Cola, to name just a few of success giants who changed their marketing plan from the scientific to the humane. Communicating across the board by making experiences personal.

Storytelling Summed Up

Through storytelling, you bring your product, your unique service, to life to your market. You invite them into your brand’s personality and make connections on an emotional level. It becomes personal to them. Storytelling isn’t a new concept in the world of marketing, just a slightly forgotten one. It is a way of engaging your audience, keeping them captivated as a good story does. Stories are used to express the benefits of your product. It speaks to your audience’s emotional side to get them motivated to buy your product or pay for your service. A small part of your audience will remember what your ad campaign said, a large portion will forget how it made them feel. Let’s learn from the best.

Coca-Cola

Coca-Cola has been bringing us stories for ages. Think back on all those touching Christmas advertisements with twinkling lights and children with sparkly eyes as Christmas miracles exceeded their expectations. Their campaigns are well known for snippets of a lifetime caught up in a timeline of photos, people, adventures and experiences. Coco-Cola doesn’t sell a fizzy drink to their audience; they sell excellent and heart-warming feelings which are experienced when enjoying their fizzy drink. Storytelling campaigns are based on a great story.

Cisco

A company situated in the heart of Silicon Valley, developing and producing telecommunications equipment, networking hardware and high-tech services, is as far removed from the ordinary people who are their audience, as can be. But this is not what Cisco is selling in their marketing campaigns. They are bringing their audience an enticing story about being productive, being part of an efficient team, leading towards success, sharing exciting content and great stories through their networks. This is personal, and this is the smell of success, which is harnessed by a great marketing team.

Choose Your Words Wisely, Create Great Content

For a long time, SEO marketing was the go-to avenue if you wanted to create outstanding marketing campaigns. An SEO score dictated the content. This is now being overtaken by storytelling. Choosing your words is still prerogative, but not to get the SEO scores up high, but to tell the perfect story to invite your audience into being part of your brand. To make the experience personal and leaving the audience feeling that your business and they belong together, that life is just better with your brand in it. Words are a powerful weapon. Words can create emotions, recall memories and bring more clients on board in a single sentence. Use words to inspire, to motivate, to touch and to engage your unique audience.