Performance Marketing Blog

Are You Telling Prospective Clients What They Really Want to Know?

Posted by Natalie Young

May 16, 2016 10:00:00 AM

If you’re tasked with the responsibility of getting your company’s marketing message out to lighting representatives, electrical distributors and A/V professionals, you know it’s challenging to get someone’s attention in the first place – and even more so persuade them to take action. 

hearingpicture.pngSometimes companies try the equivalent of “online shouting”: They use brighter colors, bigger fonts or offer larger discounts. But too often the real problem is that companies are not telling prospects what they really want to know.

In marketing parlance, it’s what known as focusing on features rather than on benefits. It’s an easy mistake to make. You talk about the quality, capabilities and physical characteristics of the products you sell. Maybe you even talk about other characteristics, such as longevity or price. All of that may be important stuff, but your prospective clients want to hear about the benefits to them. How are you going to make their life easier or less stressful? How are you going to make their decisions easier? How are you going to save them money over the long haul?

Product benefits are much more important to prospects than whether your products are made out of the newest materials or use the latest technologies. Those things do matter, but only in terms of how it will make their lives better.

The same is true with the services you provide. Your prospects can probably buy what they need from a variety of sources. Why should they choose you? It’s not that you’ve been in business the longest (although that can be a plus) or that you’re centrally located. It’s whether you have the knowledge, experience and expertise to help them find solutions that work for them.

Of course, that means you have to know who your prospective clients are—and create your marketing messages to speak to their specific needs. One way to do that is to create a buyer persona for each of your major client types. This will help you understand who you’re talking to and what they need from you in the way of information. If you’d like to see what that looks like, you can download a free buyer persona template right here

Don’t bombard prospects with messages they don’t want to hear. Figure out who your potential customers are and what they need to know—and then craft your messages to tell them what they want to hear. If you need help, we’re only a phone call or an email away!


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Topics: lighting designers, electrical contractors, marketing messages, effective marketing messages, A/V professionals

Recycling Isn’t Just for Cans Anymore: How to Repurpose Your Marketing Messages

Posted by Natalie Young

May 4, 2016 10:00:00 AM

If you’re responsible for marketing to lighting representatives, electrical distributors, electrical contractors, lighting designers, contractors or A/V specialists, you know that those professionals are always looking for new developments and new ideas to help them do their jobs better. And when they look, they are going to be looking online.

recycle7.pngThat means if you want to reach this audience with products, services and ideas, you need to be online where they’re looking. That’s part of the beauty of regular blogging for your business. It’s a great way to pull potential clients back to your website, where they can learn about what you have to offer.

Naturally, the more valuable, helpful content you have on your blog, the better your chance of attracting your target audience. Unfortunately, coming up with regular content is one of the biggest challenges for businesses that blog.

One way to solve that problem is to repurpose your marketing messages. I’m not talking about reposting something word-for-word. Instead, take commonly asked questions and frequently voiced issues and find fresh new ways to talk about them. Repeating a message can be very important. According to the Online Marketing Institute, it takes between seven and 13 touches to produce a qualified lead (much more so a sale). So even if your potential customer has heard some of what you’ve said before, telling him again (in a fresh way) can only help.

Here are a couple of ways you might do that:

  • Updates: Talk about a familiar topic in your blog, but mention industry developments or changes in regulations that might impact your customers.
  • Break it Down: Instead of covering a broad topic again, break that topic into smaller (more detailed) components.
  • Change the Perspective: Tackle a topic you’ve already covered and present an opposing opinion.
  • Say It Differently: Sometimes you simply need to describe something in a new way. The topic may be great, but it needs to be re-written—maybe from the customer’s point of view.

Those are just a few ways you can repurpose content you’ve already used. The key is keeping the information current and fresh. We all know recycling is a good thing, but who knew it could be applied to marketing messages? 


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Topics: marketing, electrical marketing, blogging, electrical distributors, electrical contractors, marketing messages, A/V professionals, new marketing content

Perfectly Matched Doesn't Just Happen

Posted by Natalie Young

Feb 25, 2016 1:16:13 PM

We’ve all heard of love at first sight and of couples that are perfectly matched—just waiting to find each other. It may happen on occasion, but generally speaking, it doesn’t happen that quickly. In fact, it usually doesn’t “just happen" at all. 

Unfortunately, too many businesses take that “love-at-first-site” route with the way they approach their marketing efforts. They try something to reach their potential customers (sometimes spending a lot of time and money) and then hope that lightning will strike in the form of a sale.Puzzles.jpg

If you’re responsible for marketing and work as a lighting representative, electrical distributor, electrical contractor, lighting designer, or even AV professional, you know that just doesn’t work. It takes multiple “touches” to reach the right people and get them to respond. Depending on the marketing experts you ask, it can take between 6 and 12 contacts before you’ll even get a response.

There is, however, more to the story. For your marketing to succeed, it’s not just about how many times to touch someone with your message: It’s also making sure you’re talking to the right people, and that you have the right message for them. A general message—or general information about pricing and specifications—isn’t going to get you where you want to go.

How do you shape your message (and target your marketing efforts) for the audience you want to reach? How do you find out who they are and what kind of information they need from you? You have to ask the right questions when you talk to them. Then you need to format the results of your research in an interesting and compelling way. You also need to build your messages and your marketing around your personas (the characteristics that define your ideal client).

You can’t just look at the size of your potential client, how much they spend, or where they’re located. You have to find out what kind of problems, issues, and challenges they face. Then you need to offer them information that will help them meet those challenges.

If you’re looking for help in doing this, download our FREE Buyer Persona Template. You’ll still have to gather the information from your prospective clients, but this template will be a big help in organizing and making sense out of what you discover.

Or you can try the business version of speed dating and make cold calls, and send out mailings and emails to people who may or may not be a perfect match—and hope that you get lucky!

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Topics: electrical distributors, AV professionals, lighting designers, marketing for lighting representatives,, electrical contractors

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