Mistakes still stand between B2B brands and their impending success. It’s easy to avoid rookie mistakes related to blogging and social media. But the more serious ones…the ones I am going to discuss here are a bit difficult to identify.
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Here they are:
Lack of innovative metrics
Most brands are stuck with conventional metrics and don’t feel the need to invent new ones. For example, conventional B2B conversion metrics includes responses from cold leads. The new approach to marketing, however, is completely different. Cold responses are considered as good as no responses.
Conversion funnel analysis is required to innovate new metrics. The current approach to conversion funnel lacks integration. An innovative approach connects the existing metrics. As an example, the return on marketing investment (ROMI), being a value metrics, is rarely applied to measure the effectiveness of marketing-qualified leads (MQLs), sales-accepted leads (SALs) and sales-qualified leads (SQLs).
B2Bs need to come up with value-driven metrics. With their help, they can find value in available metrics. The new parameters can prevent them from pouring money into customer acquisition unless a consumer adds value. A customer with increased brand awareness might add more value than a customer with a bigger cash register. An innovative approach can make them comprehend the difference.
Webinar registration rate can be a solid yardstick to measure engagement rate. Webinars are brainstorming sessions for B2B figureheads. More of them attending a webinar indicates better engagement for the host.
Personalization going overboard
Research indicates that B2B clients crave personalized attention as much as B2C customers do. This has prompted B2B firms to produce highly personalized content. Personalized content sells, but too much personalization has its downsides.
B2B decisions are seldom taken by individuals. In fact, 5.4 stakeholders are involved on an average with B2B go-ahead signals. Because a body of c-suite executives take a decision representing a company, it’s pefectly possible that one of them likes the personalized tone in a sales pitch while another doesn’t.
To dilute the overdose of personalization, B2B service providers need to bring objectivity into their sales pitch. Adding enough data and stat figures can achieve that. An apt volume of informative details can balance out things.
There’s another problematic aspect of excessive personalization. A prospect might interpret it as self-promotion. Business people are not like everyday customers. An ordinary buyer may indulge in impulse shopping.
But business persons look at third-party services as solutions to their problems. They prefer getting down to the point without much ado. Too much personalization might end up tiptoeing around the core issue, hurting the prospect of sale.
Traditional ad platforms
For PPC, advertisers either select AdWords or Facebook. The latter is not suitable for B2B enterprises. The former i.e. AdWords doesn’t let advertisers exert control over ad formation, selection, and rotation. Besides, AdWords CPC structure is not publisher-friendly in case the publisher is from non-native English speaking world.
Several new ad platforms have sprung up lately. One such platform is Sourcengo. There’s a reason behind mentioning it here. Sourcengo (review) is a niche-specific ad network, targeted at B2B clients. Enterprises from technology and software industry use it. Ad units sold are highly contextualized. Contextualization aside, the platform also takes care of client’s content marketing needs. The in-content native ads are placed in the middle of highly relevant tech and software content, thereby increasing the CTR.
Another equally useful platform is Infolinks. Unlike Sourcengo, Infolinks doesn’t put any specific industry on its focal point. Its smart algorithms understand user intent and deliver ads accordingly. The best part of using Infolinks is real-time distribution of ads. It’s also less invasive compared to other networks – which is ideal for B2Bs.
Not leveraging these ad networks means not reaching potential client segments. If you belong to the B2B industry, stop being primitive and switch to these platforms.
Not using customer referrals
Customer referrals are often treated as decorative items. On most company websites, the referrals show up at the bottom of the body area.
That’s not enough. B2B brands need to tinker with customer referrals to produce more persuasive ways to lure prospects. Clubbing referrals with ads is a great way to do that. Another effective technique is adding visuals to featured referrals.
Brands can hand over the referral copies to in-house designers and instruct them to develop the visuals accordingly. Whether it’s a billboard style display or animated display, if it’s a new and exciting way of featuring recommendations from previous customers, then visitors will surely appreciate it.
Research indicates B2C customers often dismiss customer referrals if respective brands circulate them for self-endorsement. They trust reviews and opinions from people whom they don’t know and who aren’t related to brands in any way. This atmosphere of distrust is unique to B2C. B2B clients are businesses themselves and they can verify what other businesses have to say about a potential service provider.
Because there’s no trust issue, B2B service providers should feel free to promote themselves via referrals and make sure their content marketing or ad campaigns never cease to reference them.
Not influencing decision-making
Brands, especially B2B brands often interpret influential marketing wrongly. This form of marketing is aimed at influencing prospects inasmuch as they consciously take the decision to purchase.
An influencer is not just supposed to stokes a prospect’s interest in a product and stops there. That’s only the first step of pushing prospects into the sales funnel. The next step is answering his questions and clearing his doubts.
You must be wondering whether an influencer is supposed to do all these. Well according to experts, transparency is the new reality in the B2B world. It’s been a new trend that customers prefer to obtain as much information before purchases as possible. So influencers must be open about the sales process proactively to gain customer’s trust.
Influencers consider themselves as thought leaders and present original perspectives. That’s not always necessary as sharing curated content that deals with issues faced by prospects and offer up solutions can also foster thought leadership. Very few influencers do that, most stay busy putting across their opinion and bragging their uniqueness.
They say identifying a mistake is the very first step to overcome it. A number of B2B brands, including the successful ones are making these mistakes discussed here. It’s high time they avoid these mistakes and set their marketing strategies right.
Beware Who You Trust for Advice
Sometimes I ask questions on Quora.
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I asked a question recently about shadow boxing while walking and if this practice burns calories.
Peep 2 answers.
I was a personal trainer and fitness nut for 20 years. I know shadow boxing does in fact burn calories and help you get more ripped because since doing it every single day during my walks, my arms are becoming as defined as ropes. True; shadow-boxing does not increase muscle mass. But the individual gave me a false, untrue answer because he fears what he looks like and cares about the opinions of others. He is not shadow boxing while walking or jogging because it is not effective; he fears people will look at him and believe he is a fruit loop, whatever that means.
This individual actually offers honest, truthful advice; shadow-boxing while walking burns more calories. If he ended it there, the advice would have been helpful. But he also fears criticism, aka, what people think about him, so his fears advise me not to do the extra calorie burning thing, because I would look like a Rocky wannabe jerk.
Two well-meaning guys who offer poor fitness advice because each guy deeply fears what people think about them. If I was not a fitness pro I’d have believed their inaccurate advice and would have cheated myself out of calorie burning. All because of the illusion of fear and its hold over most of humanity.
Before you trust blogging advice, check the source. Does the blogger:
- radiate happiness?
- radiate compassion?
- exude success?
- inspire you to succeed?
- uplift bloggers?
If so, awesome. Trust the advice because you know the person offers advice from love, harmony and truth.
But if someone adds a fear-based element to the advice – like the fitness guys above who fear what people think about them and allowed their fears to become a projection on me – you know it’s bad advice because fear is not real, an illusion, and stepping into illusion moves you away from truth.
If you burn more calories, you burn more fat and get ripped. This is truth. Shadow boxing while walking made me super ripped so the truth shines through. But if I stopped shadow-boxing while walking because I feared what people thought about me or what they’d say about me, I would step into the illusion of fear, away from truth, and would not be as ripped and cut as I am now.
Imagine if I listened to those 2 fear-fitness guys last month when I returned home? I’d look a lot more like Olive Oil and less like Bruce Lee.
Be careful about who you trust for blogging advice guys. Most people mean well – like the fitness dudes – but project their deep fears onto you and offer poor, or downright terrible, blogging advice. I have compassion for afraid bloggers but I won’t listen to their illusory advice.
One Such Example
Many top bloggers feel terror at losing email subscribers so offer advice based on the fear. Meanwhile, guys like me who have no such fear offer advice to help you bond deeply with your most rabid fans through email, exponentially increasing your success. Loss is impossible in a Universe of abundance.
Who do you think inspires you to live your dreams?
The blogger offering advice from the illusion of fear, pulling you away from truth, into smoke, mirrors, and appearances, not really there?
Or the blogger offering advice from truth and abundance.
Follow heart-centered bloggers.
Live your dreams.
Do You Establish Work at Home Boundaries?
Some people love attention.
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I know a few who do their best to grab my attention. Phone calls, emails, cryptic Facebook Messages.
I ignore everything and every one outside of what I do in the moment since I set up work at home boundaries. I close the door and go into my office. No way I stop working for anything or anyone who starves for my attention. The house could burn down and I would scoot out at the last minute because work time is work time and I do nothing else save work during work time.
If you do not respect your time, people will not respect your time. If you give people your time whenever they want your time, for:
- small talk
- general BS
people will gladly ask for favors, engage in gossip, engage in small talk, chat you up and BS for hours, because you chose not to establish work at home boundaries.
100% of the time, if people appear to be using you or eating up your precious time, it is your fault. People treat you how you choose to treat yourself.
How a Happy and Successful Blogger Sets Up Work at Home Boundaries
Easy; I close the door, walk into the office and get to work. I do not leave the office until I complete my work. My phone? I turn it off. I check email rarely. I only check Messenger 2-3 times daily for 5 minutes at a clip.
I set up definite, clear, work at home boundaries to respect my time. People reflect my time-respecting back to me. Easy peasy.
If someone tries to grab my attention through Messenger, or the land line, or through email, or at the door, I completely ignore attempts made to grab my attention and time. Boundaries folks; you need to be clear and firm on your work at home boundaries to ensure everybody else respects your boundaries.
You Are Walking into a Word Office
Would a friend, family member or casual neighbor barge into your 9-5 job office asking for a favor? Would said folks barge into your 9-5 job office to spread the latest gossip? Nope. Then why allow said folks to barge into your work at home office to do similar things? Nope. Put up boundaries. Door closes. Enter office. You are busy. You are working. Even my 3 year old niece understands when Uncle Ryan goes to work in the home office. Everybody else can easily grasp this concept.
What About Impatient or Desperate Online Folks?
I completely ignore impatient, fear-filled, desperate folks who demand I answer Messenger or email requests in 1 minute, 5 minutes, 10 minutes, or in 24 hours. I respect my time and completely ignore people who do not respect my time.
I built my blogging business almost completely on a passive income model so nothing I do online is time sensitive. I have answered most questions 1,000 to 10,000 times through my courses, eBooks, blog posts and videos. It is up to these awesome but unclear folks to find and use the answers I created, to improve their lives.
I am generous daily, publishing a blog post and/or video. Plus I published about 800 posts on Blogging Tips, and over 2,000 posts on Blogging From Paradise. It is on the impatient folks screaming for my attention to follow my blog posts, guest posts, videos, eBooks and courses because I answered their questions many times.
People treat you exactly how you teach them to treat you. I have posture so I set up work at home boundaries for offline and online folks.
Respect your time and work schedule and other folks will do the same.
Who Do You Surround Yourself with in Your Blogger Network?
Some bloggers cannot see the forest for the trees, like the beautiful, lush, thriving national park I visited in New Jersey recently.
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The masses tend to be caught up in fear, pain and struggle because they cannot see the big picture.
Birds of a feather flock together.
You have heard that one, right?
I circle the globe and change time zones like most folks breathe. Would I be wise to surround myself with people who tremble at leaving their home town or home neighborhood? Nope. Such people would teach me the world makes for a scary, dangerous place. I would get advice like play it safe, be comfortable, get a job, buy a home and take it easy, from such folks. Such folks also live a bland life because if you rarely or never leave your comfort zone, you cannot:
- face your fears
- serve humanity
- be a bright light for people to follow
- live your deepest, wildest dreams
Obviously, I chose to surround myself with bloggers who happily circled the globe as successful bloggers. I also surrounded myself with happy, successful, home body bloggers too; to learn the basics of building a rocking blog effectively. I learned how to succeed from my blogger friend network, sponging up their knowledge, inspiration and insight.
Meanwhile, if you surround yourself with new, struggling or failing bloggers you will get advice on how to struggle, fail, or flounder through your blogging day.
Do bloggers around you complain about losing $50 on blogging? Lose these zero’s immediately and surround yourself with bloggers who invest thousands of dollars on their blogs. High rollers teach you to succeed. Broke jokes teach you how to fail.
Do bloggers around you see making $25 as being a huge amount of money? You better lose the low-aiming crowd to surround yourself with bloggers who see $1000 and $10,000 and more as making coin.
Do bloggers around you circle the globe as swash buckling travelers? Check out this photo from my trip to Vietnam. Kong: Skull Island was filmed here.
Time to ditch the comfort zone crowd to hang with adventurous types.
Don’t get me wrong; I celebrate every cent I make online. But if you think I’m placing a sponsored post for less than $1000, you are insane. Like a famous super model who said she didn’t get out of bed for anything less than $10,000 a day, you need to develop a prosperity consciousness that demands big money and ignores appearance of poverty, lack, limitation and fear.
Who Do You Hang With?
Who do you count as blogging buddies? Happy, highly successful, prospering bloggers? You better, to increase your success.
For example, observe my blogging paperback on profiting. The aftermarket price is $45 USD. If most or all bloggers in your network would feel uncomfortable receiving $45 in royalties for a paperback, you better lose that network and surround yourself with bloggers who believe in abundance. I know John Chow feels comfortable receiving $45 for anything he offers online. Who cares? It is just money. It is only money.
Surround yourself only with bloggers who:
- have posture
- have authority
- charge top dollar
- profit freely
- prosper freely
- exude confidence
- have a highly developed prosperity consciousness
You learn from the best, gain inspiration from the best and become the best by surrounding yourself with the best bloggers on earth.
But you need to be honest in who you choose to hang with in your blogging circles. Be clear. Be truthful with yourself. Maybe you feel comfortable trading comments with struggling bloggers you befriended 10 years ago but nothing spectacular happens for you if you surround yourself with struggling bloggers, being firmly fixed in your comfort zone.
Release all bloggers who are not happy and prospering.
Fill your blogger friend network with empowered, inspired, happy, successful, prospering bloggers.
Just your blogging success at stake.
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