Sales and Marketing nuggets for June 2020

2020-06-30 00:00:00Mandar

Do you know which segment of your audience is matured for monetization? Not every segment of the audience can be monetized. Some segments would help you promote your brand, and some would take you to the right decision-makers, etc.

Consider your marketing team as your asset generation function If your team is creating content that is going to help you generate leads or progress the progress in the funnel, then they are indeed creating long term assets for your organization.

Publish short content pieces. Whichever gets the traction, promote it to long-form content Utilize the minimum viable product (MVP) approach to your content generation. You will be able to create engaging content without wasting too many resources

Divide your content into incidental, cyclic and build up the content Not every content is of the same value and importance. Have a proper distribution of the content types in your content strategy.

An opt-in subscribed user to your website is far better than a follower on social media You own your website, and you can communicate directly with your audience without third-party dependence. It is an ideal situation for you.

Are you calculating ROO i.e. return on objective? It is easier to calculate ROI. However, marketers should also look at ROO. It will help you know whether you have accomplished your set objectives.

What business objective you have for the marketing activities? Do you have clearly defined business objectives for the marketing team? Asking your team just to generate leads is not enough. You need to tell them for which persona, with how much of resources, by when along with what support they can expect.

When you know why you are engaged in a particular revenue generation activity, you are more focused To the surprise of many, a lot of sales and marketing people don't realize how their actions are going to impact the revenue for the organization. They are just doing it as an activity on the calendar or task on the to-do list.

As a company, how are you building value outside your product or service? That's your viral story Every other company would talk about the greatness of their offerings. You can expect the next phase of growth only when you go beyond that and tell stories that would connect with your audience.

Transcend beyond transactions Think about how you are getting engaged with your audience beyond the transaction of delivering products or services.

Selling something is one thing and keeping your customer happy post-sale is another Don't let your CRM stop at the sales. Go beyond sales and see how you can create a positive impact in their life, not through promotions but actions.

Marketing generated content has the potential to fasten your sales process apart from the generation of leads Many prospects are researching your offerings from their homes. If your marketing content is walking them through the initial stages of the sales funnel, then it will shorten the duration of your sale.

If we convince people that we are solving their critical problem, they will be ready to pay the premium People are willing to pay a premium cost for neurosurgery because they are convinced of the need for this surgery. We should strive to explain the importance of what we do and how it is going to impact the customer's growth.

If we are delivering complex, emotional and rapport building message, then videos are best over any other medium Video can engage the maximum senses of the audience as compared to any other marketing communication tool. Even if video production is costly, it is the right tool if the message is complicated, emotional, and directed towards rapport building.

People are Ok today to have virtual meetings. Have you spoken to your customers over the video recently? The pandemic has opened people for having virtual meetings. Have you utilized this opportunity for speaking with your customers recently over video calls?

Digital marketing is about sharpening your skills all the time With the pace of technology advancements, new tools and newer possibilities are emerging continuously. Only the marketers who are upgrading their skills would be able to benefit from it.

Are your marketing and sales tracking parameters in line with business metrics? Do you have business metrics as quality customer conversations, and yet you are tracking the number of calls as a parameter?

Have you changed your value proposition during this pandemic? Everybody wants to engage COVID safety certified provider The context of your value proposition must be 'today.' Unless you are making it relevant, you will not be able to communicate effectively.

It's OK if you are not able to guess the implicit needs of the customers. But at least don't ignore their stated needs Reading between the line is an art. However, understanding your customer feedback is not that difficult. Yet, many businesspeople miss out on this customer insight.

Are you aware of your customers' business needs? Good. Now, are you aware of their emotional and financial needs? Unless you understand your customers' emotional needs, you won't be able to motivate them for the purchase. And, unless you are aware of their financial needs, you won't be able to make them an exciting offer.

Are you making an effort to maintain the customer's pre, during, and post-sale experience at par? Ignoring the post-sale experience of the customer is equivalent to inviting them to experience competition for their future needs.

A ‘like’ on text post ≠ A ‘like’ on video content Many tools treat ‘likes’ on different platforms equal by giving them the same weightage to calculate engagement. In reality, they are not. The type of media affects the time required to comprehend the meaning of the content. We need to look at the numbers in a context.

In a high-risk transaction, the customer would look for a trusted partner for the solution Are you trustworthy enough? Would your customers come to you for your offerings to address their pain areas? How can you increase your trust quotient?

When your customers are willing to expose their vulnerabilities with much of a hesitation, then you know that they trust you When your customers trust you, they know that you will not exploit them to make more profits for your organization. They know that you will guide them in the right direction.

Customers’ belief systems and experiences from different interactions over a period result in a trust quotient It’s not so easy to change the belief system, so try to impact customer experiences. It’s relatively more straightforward. Start with one touchpoint and go on optimizing the whole buyer journey.

Try to get client testimony for a specific pain that you have solved for your customers. It is much more valuable than a generic one Full testimonial gives more information about your service and product capability, and specific help you had extended to the customer. It makes your future sales relatively easier as potential customers would have a better understanding of what to expect from you.

Agencies, vendors, and partners are selected for why and how they do what they do Generally, ‘what’ part of your offering is not your USP. So, make it a point to talk about ‘why’ and ‘how’ part of your offering too. That is what is going to get you the customer.

Wherever you see struggle followed by the successful outcome, there lies your potential case study Every story of your triumph against the odds you faced while delivering your services could be an interesting case study for your prospects. People want to work with companies who go beyond the call of the duty to support them.

In a high-risk transaction, the customer would look for a trusted partner for the solution Are you trustworthy enough? Would your customers come to you for your offerings to address their pain areas? How can you increase your trust quotient?

A ‘like’ on text post ≠ A ‘like’ on video content Many tools treat ‘likes’ on different platforms equal by giving them the same weightage to calculate engagement. In reality, they are not. The type of media affects the time required to comprehend the meaning of the content. We need to look at the numbers in a context.