B2B Marketing Wiz

Duz Pour Spelling Make U Look Stoopid?

(Special Guest Blogger Eileen, proofreader to Debra at Marketri, LLC)

Okay, so perhaps a professional proofreader may take the whole spelling and grammar thing too far.  We're a sick breed - we find errors in menus, in church bulletins, on the time and temperature boards outside of banks.  If you write me a love note, I will proofread it.  And if my name is misspelled (and "Eileen" is all sorts of tricky), you are out on the pavement.  Not that I have a giant pile of love notes representing the hundreds I have dumped because they can't spell...

Now, if you don't have your own name spelled correctly, I think even non-proofreaders may sense a problem.  Or if it's spelled two different ways in a document.  Or if the wrong word is used in your job title (e.g., "Principle" instead of the correct "Principal").  Let's surmise further that the document with the errors is intended to obtain hundreds of thousands of dollars of business from a prospect, and is in competition with many other respondents.  Even more crucial, let's say that the company's primary function is to find errors - professionally.

This actually happened, in a document that I recently proofread.  Of course, that's why we have proofreaders, but in this world of waiting until the last minute, and deadlines, and multiple hands in the writing cookie jar, everyone needs to be more careful.  I'm one of the best spellers around, and I use the dictionary (hardback and online) constantly!  Folks who make the majority of errors don't bother to check, and aren't interested in learning the right way. 

The spelling and grammar checks that appear in most standard software packages are helpful in finding some errors and offering suggestions, but little more.  And more harm is done than good; if a word exists in the spelling "dictionary" in the program, it will not show up as a possibly incorrect word.  Why do you think you see so many office memos announcing promotions to "Mangers"?  Unless their office is "away in a manger," I don't think that is the word that was intended.  I see "from" and "form" used interchangeably; a little dyslexia never killed anyone, but it has caused many typos.

Of course, if everyone spelled beautifully, I would have to find another career.  But I can't be there to help you write the love note, so you better get it right the first time.  Use a dictionary, take your time, have someone else read it (unless it's really private!).  Would you pay $30,000 for a car from a dealership that had "Biuck" or "Frod" in the name?  You never know, a picky proofreader could be the potential customer, and I already told you what I would do...

Law Firm Web sites and the Brand Disconnect

When you think of a law firm, don't you envision - mahogany wood, fine art work and crisp white shirts?  While a firm's existing clients may indeed see its fine offices and professional attire, what does a non-client seeking information about the firm see?  That's right, its Web site. 

In working with one of my mid-sized law firm clients, I just spent the past 3 hours on competitors' Web sites, during which time, I drew three major conclusions:

1.  There is a huge market for a component of what Marketri does - helping professional services firms align and enhance their brands through their Web sites!

2.  There is a wonderful opportunity for my client to seriously out-shine their competition. 

3.  Law firms need to get serious about marketing  - old school marketing is out and utilizing technology and the Web to market is here to stay.  Just because a law firm has a 150 year heritage, why must it look that old and stodgy part?

One competitor of my client positioned themselves as an "innovator". Yikes! - the Web site hardly looks modern with a stale brand identity, broken links and headshots that make the attorneys look like they are practicing law in the 1940s - downright scary really.

While Web sites are only a small component of an integrated marketing program, they are a very important component.  If you are an Associate or Partner in a law firm, I pose this question to you - If you were being referred a very important piece of corporate business and that business owner went to your Web site and then visited Fox Rothschild's Web site (www.foxrothschild.com), which firm would get the call?

How to Destroy a Brand (shaving your head is not always necessary)

Although I typically write about topics specific to B2B marketing, my post today is more universal in nature.  I, like many others, who pop onto MSN (entertainment) and People.com during the day to read about the latest Hollywood antics, have watched Britany Spears little by little, bit by bit, completely destroy her brand.  Although it is hard to put your finger on one thing in particular (yes, we know the head shaving was bad, but I dare to argue that her brand was way far gone already), I would say that her brand unraveling began with K-Fed and continued with her gum smacking, underwear lacking, club-hopping, and hair cropping.  The question is, can she recover?

I say "no."  Whether you are talking about a company, product, service or person, branding is a powerful thing.  A brand is simply how something is perceived by the public, including customers, prospects and potential referral sources.  Once that perception is built and firmly implanted, it becomes very difficult and I dare say expensive to change.  The good news it that brands are not built on one particular thing that you do.  They are built over time by many, many actions and communications.  For businesses, it can be a combination of how your people represent your company, what your Web site looks like and says and the professionalism and creativity of your advertising.   

Unfortunately for Brittany, there have been far to many, consistent unflattering behaviors to make the public take her seriously as an artist.  Being a good mother and dropping completely out of the Hollywood circuit so that people forget her for a while would be her only saving grace.  A couple years from now, her current brand will be fading and maybe, just maybe, there will be a chance to build a new brand.

Web site changes -Beware

Recently, a prospective client came to me and asked my opinion on the cost of a simple Web site change.  This insurance management company had worked with a popular Web developer to get his site up and running.  From a marketing standpoint, the company did a fine job designing and launching the company's Web site.

When the insurance company, however, asked to have its address changed on the Web site because it had recently moved, it was informed by the Web developer that this would require a 1/2 days work or > $500 in fees.  Having launched many, many Web sites on behalf of my marketing clients, I knew this was outrageous.  Marketri made the change for the insurance company, who is now one of our clients.  It took 5 minutes.

Before signing on with a Web developer is is wise to understand how the company will help you to maintain the site.  Come up with a list of potential updates, such as "adding a press release" or "adding a new page" or "posting an article."  Find out what the company will charge you.  If you will have frequent, recurring updates to your site, ask your Web developer about the cost / benefit of having a content management system. 

Before choosing your Web developer - Beware!  Be informed about the cost of Web maintenance.

Marketing vs. Sales

Marketing and sales, terms often used interchangeably, are actually two distinct disciplines that usually must work together to realize a return on investment.  Marketing activities put companies in the best possible position to make a sale.  They "warm up" the market.  Sales involves meeting prospects, listening to their pain points and carving out a product or service to solve that pain.  The sales process works best when a lead is "warmed up " by marketing and waiting to be closed.  Marketing activities involve:

• Developing a marketing strategy and positioning
• Crafting a tactical marketing plan
• Executing the plan through direct mail, web sites, print collateral, search engine marketing

Sales activities involve:

• Cold calling or warm calling
• Developing relationships through face-to-face meetings
• Making presentations
• Writing proposals

Sales without marketing is like being on a blind date - the meeting can be awkward and neither party really knows whether the other is truly interested or the right fit.  Marketing without sales is like not going on the date.  Mr. Right Customer could be right around the corner just waiting for contact.  For more information on this topic, download the Power Point presentation that I recently gave to the Central Bucks Chamber of Commerce.

Why Many B2B Marketers Don't Last Long

Over the past 10 years, I have seen many of my fellow marketers come and go.  I have noticed that this is especially true in the professional services sector - accounting firms, law firms, etc.  So I asked myself - Is it them?  Is it the firms that they work for?   After some careful thought and consideration, I concluded that it certainly could be one or the other, but it was mostly likely a combination of both.

Many B2B firms, especially professional services firms, do not have an understanding of marketing and the many different levels within the profession.  There are strategic marketers, tactical marketers, marketing coordinators, graphic designers, Web developers, copy writers and more.  When a firm hires a marketing professional, oftentimes, they do not understand exactly what the firm needs and wants.  The companies end up hiring someone with a relatively undefined role and expect that they will fill all of their needs - from planning all the way to execution and measurement.  The end result is an unsatisfied employer, an unhappy and/or overwhelmed marketer or both.

Just as an accounting firm would not hire a staff acccountant to do the job of a senior manager, marketers need to be evaluated based on their experience and education.  Most of us are not equally skilled at all levels and nor do we want to be.  The firm needs to identify what it needs most and hire accordingly.  If the firm is large, it may want to consider bringing all levels in-house.  If the company is a small or mid-sized firm, you may hire a tactical marketer and partner with a strategic marketing consultant to tackle the marketing strategy & plan.

In conclusion, there are many talented B2B marketing professionals.  It is up to the firm to define its needs and hire the right person for the job.

Middle Market Companies Need to Have a Formal Marketing Plan

Q.  Why do middle market companies need to spend resources (time, financial or both) to create an annual Marketing Plan? 

A.  If they don't spend the resources up front, they will end up wasting far more valuable resources later.

Almost every middle market company that I have either worked for formally or been hired as a consultant through Marketri, had avoided marketing planning prior to my arrival.  It is like trying to construct a building without a blueprint or going on a trip without a map.  Can you imagine the ineffiencies involved? 

Marketing Planning on an annual basis is an investment in any business.  This will be your blueprint to creating company growth and your roadmap to success.  As we get ready to say goodbye to 2005, it is the perfect time to put pen to paper or finger to keyboard and start the marketing planning process.  My next three entries will be a 3 part series on how to kick-start your 2006 marketing plan.  Don't forget to check back. 

Launching a Web site - Prepare to Invest Some Time

One of MARKETRI's valued clients in the homestretch of relaunching its corporate Web site.  We met yesterday to finalize copy and discuss client case studies and testimonials.  One of the Partners was agitated during most of the meeting, which I dismissed as being "a bad day."  I received, however, a call on my way back to the office from him apologizing for his demeanor.   He provided a simple explanation.  "I didn't realize how much time would be involved.  I wished you would have told me."

This was a great lesson learned.  In the future, I need to set the expectation that client participation is necessary in order to create an effective Web site.  Eventhough I developed the navigation structure, wrote the copy, sourced the photos and coordinated with a designer and programmer, my client still needed to review and give feedback.  After all, no one will know his business like he does. 

When companies outsource Web development and maintenance, they need to figure on at least 2 full days of meetings and review.  If your marketing partner tells you otherwise, don't trust them!  A Web site is, after all, oftentimes a first impression and you certainly don't want it to be the last .  When you go to a prospecting meeting, you put on a suit, research the company and organize your thoughts and hand-outs.  The same careful time and attention needs to be put into a Web site, as it is a peek into the quality and professionalism of your firm.  Invest the time to work with your marketing partner to make your Web site one that your can be proud of and delivers results. 

What is your marketing mentality?

When it comes to marketing, do you view it as an expense or an investment?  It is sort of like having either a "glass is half full" or "glass is half empty" mentality.  I am thoroughly convinced that a professional's mindset going into to the marketing process affects the outcome. 

Those professionals who view marketing as an expense are more likely to:

• not do it at all
• not put the necessary resources into planning and try cut the process short
• not wait for the cumulative effect of marketing and cut the program off before it takes hold

Those professionals who view marketing as an investment understand that:

• You have to spend some money to make more money
• It takes time to build awareness and capture market share in a target market
• You need a skilled marketing professional to lead the charge and push initiatives forward

There are no short cuts to effective marketing.  If you make an investment in SMART, RESULTS-DRIVEN marketing and have a great service or product, expect to earn double digit growth within a year's time.

What will Public Relations do for you?

Public Relations can do a lot for any B2B company.  It is basically an advertisement with a built-in 3rd party endorsement.  After all, if the press felt your story was newsworthy, it must be. 

The question really is, "what do you have to do to get PR?"  The first and most important thing to understand is that you must have something of interest to a publication's readers (assuming print).  A press release about a new product or service may not get a mention.  You are pumped about it, but the average reader might not care.  In this case, you could improve your chances by tying the product or service to a community or national trend or by sharing how it can solve a common need.

Assuming you have something newsworthy to share, then what?  I would recommend having someone within your organization or an outside consultant who is an exceptional writer draft the press release.  A sharply written, concise piece will win anyday over one that requires a great deal of work.  All of the pertinent information - who, what, when, where and why - should be in the first paragraph.  Don't ad a lot of descriptive words.  Stick to the facts!

Finally, read the publication that you are interested in getting published in to find out which reporters cover stories like the one you are submitting.  Going directly to the source is always better than sending a press release to a general mail or e-mail box.  Follow-up with the reporter a day after sending the piece to be sure they got it.  (I'm sure that Spam filters suck-up a lot of great stories these days.)  When calling, however, ask whether they have a minute.  If you phone them during a deadline, your interruption may not be well received. 

For other Public Relations tips, go to "The Publicity Hound" at www.publicityhound.com.