100 Days to Increase Brand Awareness and Sales Enablement

image via image via https://marketingtechblog.com/infographic-closing-the-gap-between-sales-marketing-through-sales-enablement/

When Brand awareness and Sales are low for brands, it is tempting to start using social media and blogging to solve the issue. At first this sounds like a great idea, but without a well thought out plan, Brands will fail and damage the credibility they have built.

Prior to using social media and blogs, Brands have to examine what they want their Brand to mean. Market Research and Buyer Personas need to examined and updated.

image via smartdraw.com

Everything from digital assets, Sales/Marketing collateral effectiveness, product messaging and the logo needs to be examined. It is important to have a clear consensus and consistency on your brand voice. Brands need to ask their customers what the brand means to them as well. Once this analysis is completed, the brand vision needs to be compared to the way customers see it. Brands should make changes to align the customer vision to the Brand vision.

Previously, I have written two articles 10 Ways to Grow your Audience and Build a Customer base and Social Media 101. This serves a time line to executing that plan.

Within 30 days

Create a handle that matches the company name

Start sharing articles they create and from outside industry sources to engage the followers and start to build reciprocal relationships

Share related follower content

Within 60 days

Host Twitter chats on industry related topics

Within 90 days

Use Periscope to shoot live videos

  1. LinkedIn

Within 30 days

Start using the LinkedIn publishing platform to publish content

Use this content to connect with and identify with prospects and customers

Share LinkedIn content on company page

Promote company page to gain more followers

Provide product offerings on the company page

Create a user group and invite current and prospective customers to join

Within 90 days

Use this group to take the discussion offline and have events

2. Facebook

Promote company page to gain more followers

Provide the types of software integrates with on the company page

Create a user group and invite current and prospective customers to join

Within 90 days

Use this group to take the discussion offline and have events

Use Facebook live to host chats

3. Pinterest/Instagram

Within 60 days

Use Visuals to engage with potential customers

4. Blog Content Creation

Within 30 days

Search Google trends for key terms around industry to build a niche audience

Create content around these terms to build up authority in the search engines

5. Website suggestions

Take ownership of the brand Handle the creation and updates of websites internally

Place a menu for the blog at the top of the site menu so it is easier to find

Have an in the news section visible on the navigation

Do not include company name in the title of articles

Make content easy to share by placing share buttons on each of content

Create calls to action on social channels encouraging email sign up for blog

6. YouTube

        Within 30 days

Place share button for YouTube on website, upload webinar content to YouTube

Within 90+ days

Have a video podcast with guest speakers on industry topics to build up subscribers on YouTube

7. Improving a Talent Brand

image via https://business.linkedin.com/talent-solutions/blog/2012/10/new-employer-brand-research

Build a Presence on other Social Media channels many overlook

  1. SlideShare

Content Curation

Within 30 days

Repurpose blog posts into presentations on SlideShare to cater to different types of learners

Write blog posts and LinkedIn articles using SlideShare embed the information

Use SEO tags to get found in the right places

2. Share content to Google+

Within 30 days

Build out a company page share tips and insights around customer

Blogging

   1. Tumblr/WordPress/Medium

WithIn 30 days

Publish content on Tumblr/WordPress/Medium

Obtain domain name for each

Email Marketing

Ongoing

Use blog to build up a subscriber list

Share links to blog content, webinars, offers etc… in email

Get opt in during purchase of product and during demos

Make sure blog has a place for people to subscribe along with social followers

6. Analytics

Ongoing

Use analytics data from, website and social networks and email campaign to measure engagement, examine traffic sources and make decisions on strategy going forward

7. Event Marketing

90+ days

Use Social Media to organize and promote events to the get product in front of industry

Attend industry tradeshows

After all organic Marketing is maximized

Paid Options

  1. LinkedIn

Use content we create and advertise using the sponsored story feature targeting prospects and customers.

KPI: For Brand Awareness choose the Impressions option

KPI: For Conversions choose the PPC option

Create a display ad driving people to the site

2. SlideShare

Create a lead generation form to capture the email addresses of people viewing content

3. Twitter

Create display ad that drives people to the site

KPI: For Brand Awareness choose the Impressions option

KPI: For Conversions choose the PPC option

4. Google/YouTube

Create visual display ads to drive traffic to website

ie Google Display network, Adwords, Bing Ads

Sponsor webinar and YouTube video content

How have you increased Brand Awareness and Sales Enablement? Comment and share below.

Additional presentations can be found here.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 17,000 followers on LinkedIn & over 13,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

How to be a CMO & Create the Marketing Function of an Organization

EY-the-average-cmo.JPG

image via http://www.ey.com/gl/en/services/advisory/ey-dna-of-sales-and-marketing-leaders-reinvention-of-the-cmo#.WCsll-YrLIU

The role of CMO needs to focus on more than just marketing to increase sales as seen in this chart.

Image via http://blog.marketo.com/2007/04/are_you_a_cmo_o.html

To have success in the CMO role, you need to: get executive buy in on authority and the ability to make changes, otherwise you are doomed to fail.

Brand Message and Content Marketing

From a brand stand point, the brand messaging need to be in alignment. It should not take a genius to understand what your product does and how it will help the customer. To achieve this goal, you need to do the following: Audit, understand and improve Brand message, voice, sales, marketing collateral, print and digital properties.

Do the above before starting a content marketing program if the organization sells products because you will need to build and create a content tilt to be found by customers in search.

Developing Sales Processes and Shortening the Sales Cycle

Sales Managers hired; should train sales staff properly and hold Reps accountable to hit Revenue Goals. If you are tasked with creating/building out the marketing function of the organization, make sure that support staff are trained by the Sales Manager to handle inbound leads. Sales staff should be trained on objection handling, prospecting, product knowledge, making Sales, post Sales follow up and obtaining repeat business.

SMarketing

Have marketing partner with Sales. Go on Sales calls to understand customer objections /pain points to improve messaging and product. The goal of any Sales and Marketing program is to shorten sales cycles and increase Revenue.

Defining Your Target Market and Sales Channels

Audit, understand, and improve the sales structure of the organization, sales operations and sales processes. Define Sales Rep territories, compensations and commission structure using analysis that includes data from customer acquisition costs and ROI.

Decide if you will sell your product directly to customers or through re-sellers. Some companies do both.

Sales Management/Sales Reps

Hopefully if there is Sales Leadership at the company when you arrive, this will be handled. If no Sales people are present, start this process yourself and hire a seasoned rep or Manager from a larger competitor. If Sales leadership is there but has not done the above, give them a Sales Leadership improvement plan, look for a seasoned replacement and fire them. This applies to Sales Reps as well.

Market Research

Understand customers and buyer behaviors.

Share buyer personas and research with the sales staff.

image via smartdraw.com

Have sales staff complete a competitive analysis on how your company stacks up against your competition in the marketplace.

Product Development

Use Market Research to collaborate with product to come up with ideas for new products, features, promotions and pricing strategy.

Crossing the Chasm and Selling into New Markets

image via http://4.bp.blogspot.com/

Identify new markets to sell into. If Sales are stagnant, find a way to get in front of your customers before they become customers by using pricing in a crossing the chasm style analysis.

Proving you’re a CMO

Position marketing a source of revenue rather than a cost by putting marketing at the center of the organization. Showing how marketing can make an impact on the income statement beyond increasing sales. Show how marketing makes the organization run better.

Talent Branding

Improve the talent brand by creating a job site with employee stories. This job site will increase the amount of applicants and reduce recruitment advertising costs. Write more appealing job descriptions.

Attempt to make the organization the company of tomorrow by making it cross functional.

Company Revenue and Financials

Ask about the financial health of the company i.e. Churn rate, burn rate, Profitably, funding etc…

image via pinterest.com/explore/churn-rate

Ask the CEO about cash flow and if they can commit large amounts of cash to developing/executing marketing programs.

image via http://www.accountingcoach.com/financial-ratios/explanation/4

Data Driven Decisions

Above all, CMO’s need to use Data from Financials, Sales, Revenue and Analytics to make marketing decisions. The Data needs to be used continuously to justify marketing decisions and to pivot when marketing programs are not working.

The duties of the CMO will vary by industry and company size but these are the basics that a CMO must do to be successful.

What do you think makes a successful CMO? Comment and Share.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 16,000 followers on LinkedIn & over 11,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Customer Marketing: What We Can Learn from Actors

What Actors Can Teach us About Customer Marketing

Image via Garrison Everest

When Actors land a role to play, they need to memorize their lines but for their delivery to be believable, they need to become the character. Actors become the character they play by doing research. This research is conducted by: reading books/watching videos about the life of the character, conducting interviews with the real life person if they are alive and/or meeting with people who knew them.

From this research, actors can identify the strengths, weaknesses, challenges and pain points in this persons life; all of which can help them successfully become this person.

How this Research is applied to Customer Marketing 

Successful Marketers have to conduct similar research to identify their target customer. For Marketing to be successful, businesses must understand their target market; analyzing their ideal customer similar to what Actor need to do.

To analyze this ideal customer, businesses need to do research to understand the life of their ideal customer. The result of this research is known as a Buyer Persona. According to research conducted by MarkteingSherpa: Marketers generated 171 % more revenue as result of using buyer personas.

According to research by the Buyer Persona Institute in 2016:

1.27% of businesses have no buyer persona

2. 44% of businesses have a buyer persona

3. interest in having buyer personas is growing as 29%  of businesses surveyed said will have them in the next year.

Creating a Buyer Persona

A buyer persona is a guide to understanding the needs, challenges and pain points of customers.

Questions to ask

What are these customer’s habits?

What concerns, needs and challenges do they have?

What actions are customers taking to address their needs and challenges?

Why do customers need to take these actions?

This question may be applied to multiple action steps described in Hooked by Nir Eyal as the 5 Whys.

What makes them want to buy?

Where do they look for information?

What type of content and medium do they use access the information?

What days and times are they most likely to look for information and consume content?

It is important to note that businesses with multiple products and more than one target market will need to create buyer personas for each ideal customer.

image via Content Marketing Institute /Bigstock

Where to obtain information on the Ideal Customer

1. Interview current customers and prospects.

2. Send out targeted surveys via email, direct mail and on Social Networks. Offer incentives such as gift cards and discounts to encourage people to provide the information needed.

3. Read biography and history books about your ideal customer.

4. Study the news.

5. Study existing research conducted by Market Research firms.

Building buyer personas will result in:

1. Creating and implementing  better and more targeted product messaging and communication

2. Getting the product in front of customers who truly will benefit from its use

This is how to create a Buyer Persona.

How are you using your buyer personas? Comment below.

Article sources & images

Garrison Everest

Content Marketing Institute 

MarketingSherpa.com/intecnic.com

Related article

Inbound 101

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on WordPress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

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