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.
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.
Does Blog Content Make You Money?
starts off with a Bali Bang. I slammed into the ground during a wicked motorbike accident. Pain followed. Big time pain. Excruciating pain. What was my life and blogging lesson? Never take your eyes off of the road. I looked at a dog for a split second who’d been hit by a car or motorbike. Shaking my head at his injured paw, I missed the oil slick ahead. Ouch. 2 seconds later, I felt like 40,000 monkeys stabbed me in the back and lungs, after hitting pavement, Superman-style.
Blogging is similar. You will be punished if you take your eyes off of the proven, straight and narrow road of blogging fundamentals. One such fundamental is knowing YOU, not your blog, and not your content, makes money. Sometimes, we say blogs or content makes money because we speak in casual terms to help people see importance in creating and connecting. But getting clear, and helping you understand this simple concept, behooves me to stress how your generous practice, your creations and your connections make you money through your blog. Never, ever is it the other way around because blogs are inanimate objects. Content is an inanimate object too; it cannot do anything, or be anything,
You are the one, the blogger, the being, that puts everything into motion. This involves your generous effort, your willingness to learn a skill and your daily practice, creating and connecting for years, to make your content pop. Sure I sell stuff THROUGH my content but it was me, and my generous effort, and not the content itself, that did the selling. The content is not anything. Content cannot do anything. Content is worthless unless bloggers inject worth into it; see what I mean? The blogger makes it pop, or, makes content a dud, and that pop-dud outcome bases itself solely on a blogger’s generous effort and full commitment to learning their craft, day after day, for years of their lives.
You can and will succeed. You can do it. Really. But you need to understand how you are the center of it all. Everything moves according to your focus, practice and generosity. Content is a tool; like a hammer, if by itself, totally useless. Hammers need humans to work, and hammers need skilled carpenters to really sing. Content needs skilled, generous bloggers to make it sing, too, and the skills increase as your focus and generous practice, and service, increases.
Does blog content make you money? Nope, not at all. Put in the time and energy to helping folks for free. Improve your skills. Increase your exposure. In time, slowly add multiple streams of income to your blogging campaign. Allow cash to flow to you as people see you in all types of spots, making a serious impact where you show up, because of your blogging skills. Everything gets easier if you commit 100% to honing your skills blogging-wise because the content genuinely sings when you get the job done, with your prodigious, polished blogging skills.
Content makes zero dollars.
You, through your practice and generous service, develop the skills through which you make your content top notch. Profits follow.
Why Do You Want to Publish an eBook?
One subsection of my eBook on writing eBooks is:
Know Why You Want to Publish an eBook
Knowing why gives you clarity if you write to free yourself and to free your readers. But if you write just to make money or to be well know, clarity lessons. Fear invades your mind because you write mainly to get, not to give. Shifting from fear to fun intent-wise just takes a little decision on your part. Small potatoes really. But this shift does feel a bit uncomfortable if you are new to the eBook writing process because you need to face fears. Who wants to face fear? Nobody, really.
But facing fear is one tax to pay for being successful in blogging and life. Ditto for your self-publishing journey. I largely faced fears to be who I am today, although I keep uncovering fears along the way. Part of the journey. I am cool with that. I had to ask why I wanted to publish an eBook about 4 years ago when I went on a tear, but even before, in 2014, I asked why I published an eBook in the first place? Simple. I created a new blog and brand in Blogging From Paradise and just believed having an accompanying eBook would help me be successful. I only had one eBook in mind. I never thought beyond the single eBook. But someone told me I deserved to write another eBook so after my first, I wrote and self-published a second eBook. I caught the writing bug.
100 plus eBooks later, here I am, writing eBooks for years, and now, promoting the eBooks effectively. The why, the emotion I chose in writing eBooks, propels me forward because I do what I do to have fun, to spread love and to help you, largely. One small part of me wants to make money online too. This is OK. As long as it is a small part of what you do, eBook-wise. Moving that money aspect mostly to the side gives me the energy to keep writing and to keep promoting, should I choose to write another eBook. Now I am all about promoting those suckers.
Why did you consider writing and shipping an eBook? Be honest with yourself. Think through your driver. Money? Fame? Sweet passive income stream? Each primary driver saps your energy because money, fame and passive income flow to you years or minimum, months, after publishing your eBook. What do you do during that zero dollar time? Money drives you, but you see no money. Since you lose your motivator, you quit. This is why so many authors fade into obscurity. Poor driver. Sell 3 eBooks, get flustered because you made $4.35 over 6 months, and quit, because money drove you but you made no money. On the flip side, bloggers and authors who choose a fun, freeing intent promote and write every day for their online career because the work is the reward. All else feels like a bonus, gravy, extra, or icing on the cake….including money.
Be straight with your eBook driver. Do not bother writing an eBook if you mainly want money because you quit and fail when money does not arrive. Even in rare cases if you make money pretty fast, you lose your heart and feel bad reaching money goals because we are mainly designed to have fun and help people, not to make money.
Do You Believe You Deserve Blogging Success?
My friend Alonzo Pichardo sent me an interview recently.
Pay close attention guys; one concept behind the video can be destroying your blogging success. Sure killed my career, for years.
Boxing legend Evander Holyfield went bankrupt, it has been claimed, as of 2012. He lost/spent $530,000,000 USD, 530 million dollars. Allow that idea to sink in. I read how Mike Tyson reportedly went bankrupt after spending/losing over $300,000,000, 300 million dollars. Most of these ideas astound people because we do our best to manage money effectively. I could live 40 life times on 500 million dollars. Anyway, a recent Mike Tyson interview highlighted one reason why he went bankrupt after amassing 300 million. I deeply suspect Evander blew through 500 million largely due to the same mindset. Iron Mike noted how he believed he did not deserve the big bucks. He saw himself as a broke kid from a rough neighborhood who did not deserve money, because he loved fighting for free, and also, clung to the past, keeping the same self image from when he lived in poverty.
If Tyson believed he did not deserve 300 million, the quickest way to get rid of 300 million is to spend like mad and blow the money irresponsibly. Most humans say he is foolish but this is not true; HIS BELIEF SYSTEM ensured he would do everything to get rid of the 300 million he did not deserve…and it became so.
Blogging and Deserving
Do you genuinely believe you deserve $10, or $100, or $100,000 through blogging? Most bloggers do not believe this, so they never make much money. Other bloggers make some money but lose it quickly through poor financial decisions, ensuring that they do NOT keep the money that they believe they do not deserve. Blogging, money or financial conditions have nothing to do with the money woes. The blogger’s belief system concerning money is 100% the root cause behind the problem. Change the deserving issue, and you change the income. Or cling to deserving problems, and keep slamming into blogging financial problems.
I recall not believing I deserved more than 99 cents for an eBook. I slammed into financial issues, sold few eBooks, then decided to face my deserving issues and deep fears concerning money and my self-worth. I eventually rose all my eBook pricing to $6.99, $9.99 and $20. Why? I deserve to sell 7 to 20 dollar eBooks. People buy at these prices – far more than at the dirt cheap prices – because I BELIEVE I deserve to make sales at those prices. Why? I faced deep fears concerning deserving. But if I never faced deserving-fears, I never make the money. Plus I would quickly lose money I made because if I still believed I did not deserve much money, my subconscious mind would find a quick way to lose my money. My belief system creates the experience. Ditto for your belief system; even if your ego does not agree with this point.
Like I say in my eBook:
you may leave your comfort zone if you learn new, scary techniques for monetizing your blog effectively. One scary and uncomfortable tactic involves observing your money limiting beliefs in the light of truth. If you do not believe you deserve money, you never make money or you make money and lose it incredibly quickly. Belief created the experience. You believing you do not deserve money creates the experience. Clear the fears, release deserving issues and money will flow to you more easily. Plus you will keep the money, too. Pure win-win, if you ask me.
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