June 30th, 2014 by Elma Jane
The best way to grow your business is to grow your customer base, but finding the time to round up new customers can be a challenge. What time-strapped business owners need is a strategy that lets them attract more customers without logging in more hours at work.
Here are steps that will allow any small business to set up a marketing system in a hurry.
Address specific concerns – Businesses also have to have a component in place that tracks customers who don’t opt in for a free consultation or other service right away. If someone does not sign up to discuss your services, then you need to prepare a series of messages that addresses their specific concerns, along with the call to action that repeats the offer of the free consultation. If repeated messages don’t inspire a customer to buy what you’re selling, you still get to add another name to your weekly newsletter or list of potential leads, which you can come back to later. To make follow-up messages and further communications most effective, using a tone that is a mix of personal and professional. In other words, don’t be too formal, but do make sure you explain why your business is worth patronizing.
Get to know your customers – Most of us who have been in our respective businesses for any length of time know the fears, hopes, dreams and aspirations of our clients. If you don’t do a great job of communicating benefits to prospective clients based on what you know they want, then your prospects won’t be willing to spend even a dollar. Knowing what concerns and challenges your prospects face should be at the heart of your business marketing strategy. Once you have this information, you can use technology, sales and marketing software for small business to create a powerful and intelligent marketing funnel system.
Prepare effective content – Once your prospective customers have completed your short survey, they’ll be entitled to the information they came to your site to receive. To effectively engage these customers, preparing a video based on each of the answers customers might have chosen during the survey. What kind of video you produce is up to you, but there are two main types: “The talking head and the narrated PowerPoint”. As you might guess, the talking head video is preferable, since it enables prospects to get a sense for who you are as a person. Next to seeing you live, it’s the next best thing. When it’s done right, it’s very effective. If you’re uncomfortable in front of the camera, you might want to opt for a narrated PowerPoint or Keynote for Mac users presentation. It’s not quite as effective in building rapport as the talking head video, but prospects will pick up a lot of your personality simply by hearing your voice. Regardless of which format you use. Keeping each video under 10 minutes and using the opportunity to really provide prospects with valuable information like a useful tip, perspective or idea. At the end of the video should be a call to action to go to a specific page on your website that offers a free consultation.
Start with a survey – Any marketing funnel begins with the challenge of how you get people to enter it, adding that small business owners can attract prospective clients by offering worthwhile information that their customers want access to, preferably in the form of videos, articles or other easily digested media. Once a prospect opts into receiving free content, it’s the businesses turn to find out more about who that customer is and what they need. One way to do this is to ask visitors to your website to complete a simple one-question survey. The survey you build should be based on the three to four biggest challenges you know your customers face, which is why step one “getting to know your customers” is so important. To create a survey that will point prospective customers in the right direction, you have to ask the right questions.
Posted in Uncategorized Tagged with: customer, customer base, free consultation, Keynote, leads, marketing software, marketing system, newsletter, PowerPoint, prospects, software, survey, technology, website
March 6th, 2014 by Elma Jane
Informative knowledge on how to manage and apply innovative cost cutting in your business.
Innovative cost cutting that yields results – small business profit margins hit a six-year high in 2013, but maitaining or widening these margins will require creative cost-cutting measures this year. Many B2B businesses are looking for imaginative ways to reduce expenses without sacrificing talent or businesses performance. Here are innovative – and pain-free – ways to trim small business expenses.
Create test run for new hires
A one-hour interview is unlikely to show whether someone will be a good hire for your small business, so consider bringing on new employees under a 60-day contract and using that time as a trial period. This can help you avoid paying for expensive benefits before you know if a staffer will be a good long-term fit.
Cut down on in-person meetings – by reducing business travel and holding more meetings via videoconferencing, you can take a big bite out of your expenses. While it may not be appropriate for every discussion, conducting virtual meetings has become an increasingly accepted practice.
Lead management software can help improve the efficiency of this process by allowing your business to track which prospects are paying attention to your messaging and then score them based on their potential. Ultimately, you want to spend the most time and money on prospects who are more likely to become repeat customers. B2B marketing firm performs regular audits of its prospects lists and segments them according to their potential value and level of responsiveness. Purging non-responders boosts the company’s sales effectiveness by focusing outreach on the smaller but critically important segment of motivated prospects.
Purge non-responders from your prospects list – wasting time targeting unresponsive prospects is a hidden cost that often goes ignored. If your business regularly sends out direct mail but a large number of the targets never respond or are duplicates it could drive down the ROI for your campaign. You could cut mailing costs by eliminating those addresses from your list.
Work Space – Rethink. Since lease costs can be as much as 5% to 8% of sales, thinking creatively about your workspace is one of the most effective ways to cut expenses. Consider sharing extra space at your location with another business. That can mean leasing anything from a seldom-used conference room to an extra desk. Another option is using a co-working site, where businesses rent desks and space on a monthly basis. Worksite networks can be used to find these types of facilities.
Posted in Best Practices for Merchants, Financial Services, Small Business Improvement Tagged with: b2b business, business travel, cost cutting, innovative, lead management, leasing, prospects, reduce expenses, repeat customers, small business, time and money, trim small business expenses, virtual meetings, worksite network
