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

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