How to Communicate to Market Segments on Your Website

How to Communicate to Market Segments on Your Website

“Market segmentation” and “buyer personas” are sometimes pushed to the side as a lofty, unimportant part of a marketing strategy. The truth is, these audiences should be determined before any marketing collateral is created. It’s especially true for a website, which will serve as the primary branding and lead generation tool for a business. Couple this with the need for a positive user experience (e.g. navigation, content, design), many businesses fail to create a website that truly addresses their audience’s web browsing goals. In this post we’ll outline four different market segments to consider for your website. The important thing.... continue reading

3 Rules to Web Marketing for B2B Sales

3 Rules to Web Marketing for B2B Sales

Since opening our B2B marketing agency, we’ve stress how our marketing collateral—specifically our website design—support the sales process. There are significant differences to a B2B sale that have a major impact on how B2B should be marketed versus B2C. B2B vs. B2C The primary difference between B2B and B2C is the time between discovery and purchase. B2C encapsulates a lot of products, from toiletries to automobiles and more. But the majority of those products are discovered within days or at most a few months before purchasing. They’re also purchased on a more frequent basis (think of your clothing or food)..... continue reading

No One ever Wants to Feel Like They’re Being Sold To…

No One ever Wants to Feel Like They’re Being Sold To…

When a person is a described as “such a salesperson,” I never consider this a compliment. In the sales process, no one wants to feel like they’re being sold to. Rather, a prospect wants to feel like they are being helped and being recommended the optimal sales solution. The following are ways to ensure that your prospects never feel like they are being sold to… Honestly Try to Help If you want to be a successful salesperson, you can’t think of commissions, sales quotas, etc. Instead you need to listen and truly understand the prospect’s current challenges, objectives, etc. By.... continue reading

Why You Can’t Afford to Ignore Your Tagline

Why You Can’t Afford to Ignore Your Tagline

A tagline, also called a slogan, is a brief sentence that encapsulates your company values. It serves often as a means to clarify your business, but can also instill trust, build dramatic effect and keep your business top of mind. Creating and choosing a tagline is typically part of the branding process. As marketing executives go through logo designs and branding packages, the tagline shouldn’t be an afterthought. A successful tagline will keep your prospects interested, a bad one can turn them off and onto your competitor. In this post we’ll outline what to consider when picking a tagline, but.... continue reading

How B2B Builds Brand Recognition

How B2B Builds Brand Recognition

Nike. Coca-Cola. Apple. These brands are recognized worldwide. And they should be. They’ve spent decades (and many dollars) of establishing that brand presence. While their level of brand recognition isn’t a fair comparison to the majority of businesses out there, B2B brands should realize that they can receive the same respect in their niche. The journey to brand recognition is not instantaneous. In fact, it could be a decades long process that molds as your business changes. Your company could change leadership, open new locations, acquire other businesses and expand service offerings. So how does your branding remain consistent so.... continue reading