wordpress com stats plugin

Category Archives: B2B

But You Can’t Use That…

But You Can’t Use That…

But You Can’t Use That…Reviews are, for the most part, pure potent content. Reviews mostly tell the unvarnished truth. Compare that to the copy that most businesses post to their websites – little more than jargon goulash.

Rumor has it that reviews help to boost search rankings of your business or products. The Google algorithm is designed to try to serve up the most relevant and helpful content to search inquiries. And it makes a lot of sense that reviews meet the “relevant and helpful” requirement.

But in the B2B world, reviews aren’t as commonplace as they are in the B2C world. Just this morning I read this in the eMarketer Daily

Amazon Dependent: New data from Feedvisor found that checking Amazon is becoming a regular part of shoppers’ behavior. The firm reported that 85% of Amazon Prime members visit the platform at least weekly. And that figure was 56% among non-Prime members. In addition, the survey found 79% of Amazon shoppers trusted the service above all others for shipping, and nearly half of customers (47%) had shopped on Amazon via mobile device.

It occurred to me that I visit Amazon several times a week – and what I do on those visits is search for a product and then read the reviews.  For example, I was thinking about getting a lamp.  I went out to Amazon to read reviews on the lamp.  Which lamp has the most reviews?  It could be any possible purchase I’m looking to make.  What is the mix of reviews – how many 5-star, how many 4-star, etc.?  Is there any helpful information in the review, for example, “these shoes run a bit narrow” or “the assembly is rather complicated” or “while it worked initially, the gizmo is poorly assembled and broke after six uses.”

I’m also an avid reader of Google, Yelp and other reviews.  How about you?  But back to B2Bs…

Currently, B2Bs rely on testimonials and case studies instead of reviews (though I think in time reviews will become part of the B2B landscape).

I write case studies. I’ve interviewed people who have told me the most amazing things – the REAL benefit of using a particular product or service – only to quickly say, “but you can’t use that…”

You see, they don’t want to put the organization in a bad light. They don’t want to be the one who shares the fact that the company had made a big mistake or a series of mistakes or fell victim to the fallacy of sunk costs. Yes, they had corrected the mistake, and they are doing much better now – but they didn’t want to admit that a mistake has ever been made.

Do nothing to suggest that the organization, management teams, former employees, current employees, the board – no one had ever made a mistake. It’s just been one long ride of continuous improvement and one uninterrupted streak of good decisions.

Not only is it unbelievable, it makes for a very boring read.

The truth is so compelling. Missteps and suffering are familiar, daily occurrences for us mere mortals. Acknowledgement of the flaws, an un-neutered description of circumstances – these are the things the capture our attention.

I wrote an eBook for one of my clients that takes “But You Can’t Use That…” real situations, camouflages the sources, and transports them to the realm of fiction in order to tell the truth. Paradox? Irony? I think so.

How to Grab the Attention of Your B2B Prospects? Relieve the Pain.

It takes about seven impressions for your brand to have any sort of mindshare with your ideal prospects.  That’s what the late Jay Conrad Levinson stated in a keynote I attended a number of years ago.  He followed up that statement with “but you have to recognize that two out of three times they’re notContinue Reading

Renewable Referrals now available on Amazon

The book has been published!  It’s available on amazon.com. If you’d like a better blueprint for a lucrative source of referrals than say, asking each of your customers for three names, then you’ll benefit from Renewable Referrals. I’m honored to report that John Jantsch, author of The Referral Engine, The Commitment Engine, Duct Tape SalesContinue Reading

B2B Website Design 7 Tips and Warnings

For successful B2Bs, the hub of their marketing should be their website. All of your marketing efforts – inbound and outbound, direct mail and email, social media, etc. – should be driving traffic to your website. That means you website should provide a good visitor experience, should have visible calls to action, and should beContinue Reading

How Can a B2B Technology Company Give Free Trials?

How Can a B2B Technology Company Give Free Trials?

The seven stages of the Marketing Hourglass are Know Like Trust Try Buy Repeat Refer.  When you sell a high-end solution, creating content or deliverables for the ‘Try’ step can be challenging. Chances are you’ve investigated a solution for your own business where there is s free version and paid versions.  The intent is simple: Continue Reading

The Secret of Successful B2B Marketing Plans

Are the best marketing plans largely comprised of online marketing?  Direct marketing?  A combination of both? Is it necessary to do SWOT analysis?  Should you spend 5% or 7% or more on your marketing?  Or is there something else? Here’s the secret: the best marketing plan is the one that gets done.  It’s the planContinue Reading

Step 7 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

If you’ve populated your B2B Social Media networks with the right people, you have cultivated platforms with which you can be visible to your key B2B audience.  Social Media allows you to demonstrate frequently your competitive advantage and why your ideal prospect will benefit from working with you. The key is cultivating the audience andContinue Reading

Step 6 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Just because there are social media automation tools, doesn’t mean you should use them.  Is there a good use for them?  Yes.  But use of an automation tool does not give you a perpetual excused absence from your social media accounts. Why put a barrier between yourself and your network??? Think about it this way:Continue Reading

Step 5 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Step #5 Quality and Quantity of Social Networks You need volume to reach critical mass.  But you also want to ensure that the time you spend on social media is spent with the right people, so quality of connections is crucial.  Here are some tips to build both the quality and quantity of your socialContinue Reading

Step 4 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Take a suite of applications including email, calendar, browser, video conferencing and much more; add a powerful social media platform that can do everything other platforms can do and more; and then mix in the most powerful search engine in the world; mix it all together and you’ve got a more than compelling reason toContinue Reading