in b2b marketing, everything counts
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Little Things Have a Big Impact
The simple things you take for granted or fail to execute properly can mean the difference between success and failure in your B2B marketing initiatives.
Every customer and prospect has a choice of whether to do business with you or one of your competitors.
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Sometimes the choice is based on a major issue such as price or features, but often it is based on a feeling the prospect gets about the type of company you are.
You can claim to be the companywith the best product or service,
but it may not matter if you makea poor first impression.
B2B Application
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Following are some of the little (and not so little)
ways you can ensure that you
project a polished and competent
image and thus increase your
chance of making the sale.
Projecting a Polished Image
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Be Professional - This means clean graphics on your website and no LinkedIn photos of
your executives drinking alcoholic beverages.
Also, best to be in business dress, not looking as if you just stepped off a baseball field. And of course we all love our kids and animals, but usually it’s best to keep them off the company website. Yes, I know there are exceptions to this rule (e.g. you are in a business dealing with children or animals), but in general, you want to showcase your business, not your household, persona.
1st Step to Polish Your Image
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Be Articulate - Words matter a great deal to some and less so to others. But there is no reason for sloppy writing, especially when it
comes to issues like poor grammar and typos.
People think that sloppy writing translates to poor quality control and lousy customer service. This isn’t always the case, but why take the chance? When in doubt, hire a good editor/proofreader.
2nd Step to Polish Your Image
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Be Accurate - As the saying goes, “Mean what you say and say what you mean.”
Double-check whatever facts you present and make sure you quote third parties
accurately.
3rd Step to Polish Your Image
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Be Personal - When approaching a prospect, customer, or potential employer, take a little
extra time to personalize your communications.
Learn about the company or person you are dealing with and craft a unique message. Even a small bit of personalization beats the mass promotion or generic resume approach.
4th Step to Polish Your Image
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Be Competent - There are a number of components to the art of being competent,
including having a website with clear navigation and no broken links.
Delivering on what you promise in a prompt and helpful manner is also important. Whether you are talking about your cleaning service or selling a multimillion-dollar product, companies with a reputation for competence will beat their competition.
5th Step to Polish Your Image
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Be Generous - If you want to show the world that you are an expert in your market space,
share relevant content with your website and social media audience.
Companies that hold their domain expertise close to the vest suffer because most prospects will peruse your website to educate themselves before they are willing to engage with you. So don’t be stingy – give a little of the good stuff away to attract interested prospects.
6th Step to Polish Your Image
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Final Thoughts
One additional tip comes from my dad, who used to tell me that I should dress for the
position I wanted in the future, not my current job.
This was great advice, and at Fusion Marketing Partners we apply this to
clients by creating content and websites that showcase where they are going instead of where they have been. Like the other tips
before, the purpose of this this is to project a level of competence and professionalism
that attracts business instead of chasing it away.
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Learn More
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About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This: Brand building/messagingWebsite optimizationContent creationLead generationYou Get This:Much greater levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue
Lots more information at: http://FusionMarketingPartners.com/http://Greatb2BMarketing.com (blog)[email protected]
719-357-6280