Tag: social media

Get it going

FabrizioLeave a comment

Keep in mind that some tools that we use daily in marketing (and not only) are just ideas that stuck.

As such, it is good to periodically review them to make sure that they are still useful and that people using them agree on what they are for.

The funnel is such an idea.

Everybody uses it and talks about it all the time. Yet even within the same organisation, it is usual to have different people look at it from different angles, defining different stages in different ways, and generally using the levers for somewhat contrasting purposes.

So, asking what a visitor is, what a lead is, what qualification means, and agreeing on the process that moves traffic back and forth is a great place for teams to start. And to go back to whenever it makes sense.

Without this conversation, chances are that you are all focusing on separate parts. And that’s not how the funnel gets going.

Stories over numbers

FabrizioLeave a comment

Numbers come after stories, and stories others can relate to come after stories we can relate to.

We like to think of the world as a rational place, where people make decisions based on a set of available information. Of course, that is far from what we experience every day.

If you want to inspire action you need to remind this.

Give before you ask

FabrizioLeave a comment

You have to give before you can ask.

Lead with your expertise, your point of view, your research, your data, your guests, your knowledge before you actually ask to sign up. Even better, never ask. Set up a vision for your world so unique and appealing that people will want to be part of it without you even having to ask.

Sometimes you might get lucky. You might have people onboard before you have to do anything. That “free trial” banner might get enough curiosity for it to actually have an impact on your top line.

But don’t let luck misdirect you.

You have to give before you can ask.

One piece is many pieces

FabrizioLeave a comment

A piece of content is many pieces of content.

A webinar is a webinar, and it is also a blog post, short clips for social media, multiple banners for different campaigns, an infographic with insightful numbers.

A case study is a case study, and it is also multiple blurbs for your landing pages, a script for a video explainer on the impact of your product, copy for campaigns, testimonials for your social posts.

A video tutorial is a video tutorial, and it is also a blog post good for people trying to figure out what your product can do, screenshots for a knowledge base article, on-boarding content for new employees.

The reason why you need a content engine is not to produce more content, but to make the most out of the content you already have or are about to have.

That’s what makes the difference.

Sales and Marketing

FabrizioLeave a comment

The leads we are getting are no good.

Sales reps do not know how to sell.

This is a common exchange in B2B. And it’s where most strategies and plans go to die.

Try changing the approach to the following.

What information might we benefit from to get better leads?

What information might we need to close more sales?

You know the saying, two pairs of eyes are better than one. Imagine two pairs of eyes, two experts, two brains, two departments focused on solving the same problem.