How to use Market Research as a Digital Sales & Marketing Tool

Most businesses will not necessarily be creating new product categories. As a result, they will be entering into a market place that already exists. This is true if you are a re-seller or distributor of products and services. Once you decide that there is a market for your products and services; you need to study your competitors.

Image via smartdraw.com

You will need to perform a SWOT analysis by assessing your strengths and weaknesses compared to your competitors on the products you offer, the price, quality, the service, reliability, stability, expertise, company reputation, location and appearance of your business along with how important it is to the customer.

Traditional Uses of Market Research

Most companies use Market Research for internal purposes IE education of Marketing and Sales teams on features, position in the marketplace and product descriptions.

Examples of Market Research as an Online Sales & Marketing Tool

What if companies could use Market research as an online sales and marketing tool, putting the analysis on their website? Justworks is doing just that. Justworks offers seamless payrolltax filings, HR support, and access to affordable benefits in an all-in-one solution.

Visitors to the Justworks site are able to access the information quickly without providing their information. Also, the company presents the Market Research in a quick and visually appealing format.

Justworks invites users to compare them to the competition; showing that they believe in their product and service.

The company allows visitors to compare fees and pricing along with each of the services they offer. When visitors click, they get to see a drop down menu of how Justworks compares to the competition.

At the bottom of each menu, Justworks supports its claims with customer testimonials in the form of user case studies. Users are invited to Read more in a call to action.

This is an innovate way to use Market Research as an Online Sales and Marketing tool because it helps build trust with prospects. Sharing Market Research as seen above helps position a company as an industry resource. Prospects have access to more choices and information than ever before; making it essential for companies to provide information in a quick and easy to understand format.

Have you used Market Research as an Online Sales and Marketing tool. Comment and share below.

About the Author

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

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

He writes and publishes a business blog on the topics of Sales, Marketing and Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 18,000 followers on LinkedIn and over 17,000 on WordPress.

Dan’s articles and insights on Sales, Marketing and Social Media have been featured, mentioned and referenced in major Business Publications such as:

The Arizona Republic

http://yourbusiness.azcentral.com/handle-top-10-sme-sales-objections-24845.html

Twitter Ads Blog

https://blog.twitter.com/2014/how-smartphone-users-engage-on-twitter-three-key-findings

Yahoo! Finance Blog

https://es.finance.yahoo.com/blogs/fintechnologiayredeses/cueva-arma-secreta-obama-110427857.html

Paper.li’s Wall Of Fame via Scoop.it

http://www.scoop.it/t/all-things-paper-li/?tag=Dan+Galante

Dan has been honored for his Social Profiles & Content

•Recognized by Klout for having a Score putting him in the Top 10 % of Social Media Users

•LinkedIn Social Selling Index Score in the Top 1%

•Honored by SlideShare for being in the top 5% of profiles viewed in 2014

•Honored by LinkedIn in 2012 for being in the top 1% of profiles viewed out of 200 million members

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content ans 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. Contact him to set up interviews. dan@dangalante.com

EdTech’s Growthhacking Guide

Image via schooldata.com

Trends in Education are changing. This will provide a great Opportunity for EdTech Companies to improve Education while increasing Sales and Revenue. If you are in EdTech, looking to get into this $13,190,456, 456,848 K-12 Market not to mention the opportunities in Higher Education; read my LinkedIn post to find out more.

 

How Tech Can Gain Market Share with the Teacher of Tomorrow

During my time in field sales, I wanted to obtain the business of Dental Schools and Hospitals. After obtaining meetings and making presentations to prominent Dentists, I was informed that they could not buy from me. After handling objections, showing how my offerings were better than the competition; I got to the heart of the matter. The decision makers explained to me that they were under contract with large manufacturers and distributors.

In fact, these competitors were offering deep discounts to dental schools so their students would get comfortable using their products. When these students would become licensed Dentists, they would use the products they trained on instead of the competitors. These competitors build life-long customer loyalty.

When I called on certain Dentists in their offices, they said they liked a particular company’s product. I asked them why they liked the product and would they consider switching for something comparable with faster service. The Dentists said no saying that they learned on particular equipment in Dental School and it was the only thing they felt comfortable using.

Image via http://www.matthewsonmarketing.com/wp-content/uploads/2012/11/chap-1-fig-2-geoffrey-moore-tech-adopt-curve1.png?w=580

Geoffrey Moore discusses the Technology life cycle in Crossing the Chasm.

Dental manufactures and large distributors used pricing to target the Innovators/Early adopters/which in this case was the dental students and hospitals. To increase market share, they offered discounted pricing in exchange for purchase and long service contracts. These manufacturers and distributors succeeded in targeting dental students right before they would become customers; earning them years of customer loyalty.

How this applies to EdTech & E-Learning

This strategy can be applied to the EdTech/E-Learning market because there are many companies that serve this space but only a few companies that dominate the market. The opportunity to target Innovators/Early adopters like I described above presents itself as the United States Department of Education is asking for Education Technology to be embedded into K-12 teacher preparation programs.

 

image via http://elearninginfographics.com/wp-content/uploads/21st_century_classroom.jpg

EdTech/E-Learning companies have the chance to improve the Teaching profession and generate life-long customer loyalty. This opportunity can be seized by offering discounted pricing and free trials to Innovators/Early Adopters which in this case are the teacher preparation programs.

Here is how this marketing program could be executed on the Technology Life cycle curve.

Innovators Teacher Preparation programs

Offer teacher preparation programs discounted pricing and free trials to try the product.

Have pre-service Teachers/Admins get comfortable using the product

Early Adopters Rookie Teachers/Admins

Offer them free trials and a lower discount.

Early/Late Majority Seasoned Teachers/Admins

Offer Trials and discounts to targeted staff and Administrators, Lead Teachers and Instructional Coaches.

Laggards Senior Staff Members

Continue to innovate the product and messaging to show how the product is being used.

Obtain Testimonials from satisfied Teachers and Administrators.

Show how the product exceeds competitors.

This is how EdTech/E-Learning companies can improve the Teaching profession and generate life-long customer loyalty.

What EdTech/E-Learning product do you want to try?

Comment and share below.

About the Author

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

Prior to serving as a Classroom teacher, 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’s articles & insights on Sales, Marketing & Social Media have been featured, mentioned & referenced in major Business Publications such as:

The Arizona Republic

http://yourbusiness.azcentral.com/handle-top-10-sme-sales-objections-24845.html

Twitter Ads Blog

https://blog.twitter.com/2014/how-smartphone-users-engage-on-twitter-three-key-findings

Yahoo! Finance Blog

https://es.finance.yahoo.com/blogs/fintechnologiayredeses/cueva-arma-secreta-obama-110427857.html

Paper.li’s Wall Of Fame via Scoop.it

http://www.scoop.it/t/all-things-paper-li/?tag=Dan+Galante

Dan has been honored for his Social Profiles & Content

•Recognized by Klout for having a Score putting him in the Top 10 % of Social Media Users

•LinkedIn Social Selling Index Score in the Top 1%

•Honored by SlideShare for being in the top 5% of profiles viewed in 2014

•Honored by LinkedIn in 2012 for being in the top 1% of profiles viewed out of 200 million members

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. Contact him to set up interviews. dan@dangalante.com

Marketing a Start Up to Prospects & Customers

For a start up to have any success in generating sales, you have to know four things:

1 Who can buy your product or service?

2 Who are the decision makers?

3 Where are these decision makers going to make buying decisions?

4 How do these people make buying decisions?

I covered the first two questions in a previous post. Let’s focus on questions three and four. To find out where the decision makers go to make buying decisions you need to do following:

Ask them, how did you decide on buying product XYZ? This will be easier to with your existing customers but prospects will respect you for asking questions that other people don’t. Another place to see where decision makers go to buy your products is trade shows. You could attend as either an exhibitor or an attendee. Try to get a booth at the show. Exhibitors are provided with demographics of who attends the show and have a chance to interact with buyers directly. Does your customer base have a specific incentive to make purchases at a certain time period? For example, when I was a sales rep in the Dental industry, the IRS allowed dentists to write off capital equipment purchases they made up to a certain amount. If you cannot afford to go as an exhibitor then go as an attendee. This way you can see what goes on first hand.

Now on how these people make buying decisions. This information could be obtained by asking them or it could be obtained by looking for published research. If none exists, conduct a survey and offer a free gift to fill it out. You could even include questions on how they came to a decision to make a purchase. SurveyMonkey is a good way to do this.

Social Media Marketing

Marketing your business using social media is a great way to build your business and reach potential buyers. Before I discuss more about this, I want to ask you some questions?

Do you have a website? If not, why not? Websites are easy to put together. I put mine together rather quickly. Having a site helps your business come up in searches. When I Google you and your business what comes up? Go ahead and try it now. If nothing comes up, that’s not good!

Now you’re asking what do I put on my website? I would put basic information that sells who you are and what you do. I would also upload information on your products and services. You should include a resume, testimonials and a blog. A website is like fashion, it is never finished. You can look at my site as an example. I also write a blog and publish online newspapers. I use my blog to give my followers a value massage. This blog is published on WordPress and Tumblr. I share the content throughout my social networks. I will cover how to build a website and a blog in future posts.

The Social Networks that I would have a presence on are the following: LinkedIn,Twitter, Facebook, and Google+. I also have social sharing buttons on my site and blog. Pinterest is also a good network; however I have focused on the first four.

I would try to build a following on each these networks. Your best bet on how to do this is to share good content with people. When I started, I shared other people’s articles, and then I wrote my own. However, I still share others content that I find interesting. You can market your business with these updates. Search for people who are have an interest to what you have to offer. I have provided links to articles I have written on how to do this on these networks.

These are the basics on how to market a start up to prospects and customers.

Additional Resources

http://www.slideshare.net/Dgalantenyc/small-business-marketing-101-56503388

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.

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.