The latest from our blog
Today is National Writing Day. It’s also World Humanist Day and International Surfing Day, although those aren’t quite so relevant to us here at Rin Hamburgh & Co.
National days like this tend to divide people. There are some that rub their hands in glee at being given a platform from which to promote whatever it is the want to promote. Others roll their eyes at the increasingly silly list of days that seem to have been invented solely for the purpose of flogging stuff.
A couple of weeks ago, we featured sales guru Alison Edgar on the blog. She had a lot of really interesting and useful things to say, so if you haven’t read the interview, go have a quick look now (also check out her Easy Peasy Sales online course if you want to learn to sell with confidence).
One thing she said stuck in my head, and I’ve been thinking about it ever since. “I always talk about it [business] as a game of golf,” she said. “Marketing puts the tee in the ground and the ball on tee, sales hits it down the fairway and into the hole. It’s only when the ball goes in the hole that you make money - that’s the sale.”
Making the decision to spend money takes some thought, and the more money involved, the more thought it needs. Assuming you’re not selling penny sweets, your clients and customers are likely to go through a journey something like this when it comes to their relationship with your brand: Know, Like, Trust, Try, Buy, Repeat, Refer.
This is a helpful way to think about your marketing, which should be meeting customers wherever they are along that path. And each stage will have a particular style of marketing that suits it. Although you’ll need to experiment to see what works best for your brand, here are a few ideas to get you started.
Alison Edgar launched Sales Coaching Solutions in 2011 and quickly grew a thriving business. In the last few years she’s been chosen as the Small Business Saturday, Small Biz 100, voted one of the UK’s top 10 business advisers in the Enterprise Nation competition, and appointed small business advisor to the cabinet office, among other things. Now, as the Entrepreneur’s Godmother, Alison helps small business owners achieve success through her Easy Peasy Sales online courses, as well as mentoring, volunteering and speaking across the UK and the world.
When I first thought about launching a vlog series, I wasn’t sure whether anyone would watch it. Would it be worth the time and effort I’d need to put in to make it really good? Or would it just be another burden on my already busy schedule?
After deliberating for a while, I decided that the easiest way to find out was probably just to ask people. So I did. I created a simple SurveyMonkey survey, shared the link with my networks and my clients - being sure to flag up the fact that there were only five questions, so it wouldn’t take long to complete - and waited.
This week I recorded a podcast with broadcaster and voiceover artist Faye Dicker. To get a bit of outside perspective, she interviewed a couple of my clients. I had no idea what they’d say until I listened to the finished edit, and I have to admit I was absolutely thrilled with what I heard.
One line in particular made me blush with pride: “She was one of the best finds I’ve ever made at a networking event.” Wow. You can’t buy that kind of praise, can you?
Confession time: today’s blog post was written right at the last minute. In fact, it was really late (I usually schedule posts for 6am but only pressed publish on this one at 9pm!). It wasn’t the ideal situation to be in, especially after a long day of meetings when all I wanted to do was collapse in front of Netflix with a glass of wine.
I did think about just skipping a week. I mean, who’d really notice, right? Except I honestly believe that consistency is one of those subtly important things that really do make a difference. Brand loyalty is built on trust, and consistency contributes to that trust.
Signable is the UK’s leading electronic signature company, working with clients in a range of industries from legal and finance to property and retail. Rob joined the Bristol-based team as Marketing Manager in 2016 from Rakuten Marketing, and now heads up the brand’s marketing efforts alongside Content Queen Jessie Davies.
It’s not always easy to quantify how effective your marketing efforts are. Are all those tweets your sending out actually converting into paying clients? Is it worth going to endless networking breakfasts or should you start hanging out in LinkedIn groups more? What about paid-for advertising, in print and online?
The truth is that it usually takes several marketing touch points to get a cold lead to a point where you can make a sale, especially within the B2B services market and more so as the price point increases.
Last month, I wrote about why your business needs a client persona. In a nutshell, if you don’t know who exactly you’re aiming your marketing efforts at, there’s a good chance you’re going to do it wrong.
And a general segment of the population just isn’t specific enough - you need that one named person who you can picture in your head every time you’re wondering whether a tweet or a blog post or a newsletter or a sales page is relevant to your target audience.