About Katrina Chua

Marketing Manager for Callbox Singapore. Join my network in LinkedIn and G+ to learn more about lead generation and appointment setting.

Top Tips to a Better Mobile Marketing Experience

Top Tips to a Better Mobile Marketing Experience

B2B marketing today has come a long way. A long time ago, in a mystical period known as the 80s, companies that needed to increase their client base depended primarily on the telephone to generate leads.

Today, marketers are provided with more options for promoting their products and services with higher chances of acquiring high profile conversions. Along with social media, mobile marketing is one of these innovative channels that have made it possible for B2B companies from various industries to increase sales as well as broaden their brands’ influence.

On that note, B2B marketers are constantly seeking for effective ways to leverage mobile devices in their lead generation. Oftentimes, since the effectiveness of mobile isn’t absolute, marketers can unknowingly apply the wrong methods. These inevitably cost mobile campaigns dearly, and companies should best identify and stay away from them.  

What you can do to avoid these mistakes is to take into account these effective mobile marketing tips courtesy of Huffington Post contributor and digital marketing strategist Scott MacFarland.

Irrelevant Content

Put your consumer hat on. Do you like it when you get spammed from companies that are sending you irrelevant communications? Brands must make sure they are producing content that is perfectly aligned with their persona’s needs. If they don’t, their competition will, and that will be revenue lost.

Related: Problem with “Counter-Content”? Take these B2B Lead Generation Tips

Poor Timing Of Communication

Marketers tend to pay attention to the timing of emails, social posts and believe it or not, even their direct mail (does that still happen?). That also means we must think about the customer, their habits, desires and needs, and serve them the perfect offer at the perfect time with the right message. If a text based offer for a lunch special comes at dinnertime, guess what? We’ve missed the opportunity.

Related: The ‘PERFECT’ Time to Call a Prospect in Singapore

Continued Communication That’s Not Relevant

The key here is “continued” communication. As a brand, it is considered a cardinal sin to continually send communication and marketing messages to prospective customers and even existing customers if the message is not relevant. This will annoy them and soon they may unsubscribe from your communication channel – then you’ve lost them. You invested time and money to get them, now you need to spend the extra time to figure out what they want, when they want it. This increases engagement, website traffic, customer lifetime value and ultimately increases revenue.

Related: NEVER Forget these 7 Ground Rules for Creating Engaging Content [INFOGRAPHIC]

Don’t Forget About Location

Mobile marketing is not just about connecting with the customer. It’s also about understanding their location as well. The retail market is a perfect business model to leverage the power of mobile, especially when they take advantage of location data. This data helps the marketer have a more complete data set, which allows them to craft strategies more effectively – thus increasing engagement, retention and store traffic.

Related: The Advantages of Using Mobile for B2B Lead Generation

Coupons

Regardless of your business, a coupon can be used to drive in-store foot traffic, online conversions, and customer retention or even help promote a new product or service. In a highly competitive market, coupons show value to the customer, especially if it is delivered in a timely manner with the right message. There are many ways to use a coupon and a mobile device is the perfect vehicle to deliver the brand message anywhere, anytime.

Overall Value To The Customer

Marketing 101 says, if the brand is not offering value for the customer, a transaction won’t occur. When mobile marketing is not offering value to each and every customer, the brand in essence is communicating to them that they just want your name, mobile phone number and of course your money, not your respect and trust.

Related: How to Make Current Customers in Singapore Renew Their Contract with Your Company

Find The Right Mobile Partner

This is an absolute must for any CMO or CIO looking to dive into mobile marketing. I have experienced a few poor decisions when agencies were hired and they didn’t really have the expertise needed to execute. The tip here is to find a mobile company that knows mobile marketing strategy and technology better than anyone else. You don’t want a company that’s just a reseller of another knock-off service. Additionally, make sure the mobile partner has a robust customer centric service team to help when you need it. When you do find a company that can do all of these, you will soon realize they are the smartest firms and you want them to be on your side because mobile technology is moving at warp spend and your agency partner must be able to move with it successfully.

Think Like A Customer – Act Like An Intelligent Brand

Don’t allow your mobile marketing to negatively impact your sales. Make sure you take full advantage of the data sets that are available. This will help you not only understand your customer, but communicate with them on their mobile device in a precise manner and location that truly excites and engages them to want to make the effort to purchase. Take advantage of all your customer data sets and think like a customer, but act like an intelligent brand.

For the full article, click here.  

 

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Outbound Marketing: Reaching out to your Target Market

The Best Event Marketing Game Plan to Present to your Boss

Drive for Sales: B2B Telemarketing Tips That Help Close the Deal

Signs That Your Buyer is Not a Good Fit for your Business

Signs That Your Buyer is Not a Good Fit for your Business

Traditionally, buyer-seller relationship was never great. Salespeople are still doing an old school method in selling. They use aggressive and selfish techniques to win a business which buyer decided to do something in to make sure they were not scammed.

In modern sales, salesperson and vendor can create and choose their own ideal customer for their business. Before even creating a brand or a product, businesses already know who their buyers are. Why? Because every time there’s a new customer who don’t see the value of the product, their bad experience reflects you and your company. Knowing who is the right customer for your business ensures a long and healthy relationship with your customers.

Salespeople should always be careful to evaluate their prospects at every stage of the process so they can provide the best outcome for their prospect and their company. Some of the characteristics and behaviors that define a good-fit buyer are obvious, while others are a bit more nuanced.

Let’s evaluate every stage in your sales cycle and find out the indicators that you have a poor buyer for your business.

#1: Prospecting is the stage in your sales process wherein you identify your potential customers.

Signs:

  • The location of the prospect is not within your target area
  • The type of industry does not fit your target market
  • The company size is larger or smaller
  • The company revenue is higher or lower

You might also like: How to Get rid of Dead Leads on Your Database?

#2: Presentation or discovery is the part where you ask questions to know more about.

Signs:

  • They don’t have any need for your product or service
  • They’re happy with what they have for now
  • They have a third-party company who provides them with the same product or service
  • They don’t have any issues or challenges with their current setup
  • They have areas that they would like to improve don’t have budget for a new project. 

You might also like: Get it Right: Increase Sales Leads Numbers x2 with Multi-Channel Marketing

#3: Proposal is the part where you introduce to the prospect the features of your product or service and how it can benefit them.

Signs: 

#4: Negotiation is where you try to customize your product or service to your prospect’s needs or if you want them to renew their contract.

Signs:

  • All answers of prospects are; “We don’t need that”, “We’re okay”, “We’re not interested”, “No, thank you”.

#5: Closing is where you get the commitment of the prospect to buy your product or consider your service.

Signs:

Using these signs, you will be able perfect your lead qualification process and identify if there’s an opportunity to promote your product or service and eventually turn this prospect into a buyer that is fit to your business.

Updates: Callbox on Money Mind Singapore: What a CEO Had Known About the Philippines

 

 Generate sales-ready customers for your business!

Talk with our rep today. Dial +65 6248 5023

 

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Demand Generation Solutions for Startups

Demand Generation Solutions for Startups

SMEs are at the bottom of the B2B food chain. The obvious reason is that they only possess limited financial resources to mobilize their lead generation and appointment setting arm. More importantly, they struggle with increasing brand visibility and market awareness.

Indeed, small-scale B2B businesses confront a plethora of difficulties in their demand generation efforts, not involving campaign finances alone. A business manager also needs to consider choosing the best marketing channels that offer advantages in terms of generating qualified lead traffic and ensuring a steady flow of revenue.

And while it is easy to use social media as a primary lead generation tool, B2B marketers should consider other content channels as well. After all, in terms of B2B marketing, social media constitutes only a small portion of business success.

For better growth possibilities, take into account the following strategies for better brand awareness.

Trade shows. Not only trade shows, but events that feature real-time customer interactions are presently crucial. Judging from different surveys that were posited by reputable marketing institutions, events like seminars and trade shows are listed to be the most effective channels in terms of fostering quality B2B relationships. Also, SMEs can still go around their budgetary constraints by attending events, allowing for increased brand awareness and networking with other industry players.

Webinars. If attending events is not your thing and you want to hold your means of direct audience interaction, then webinars can be viable options for demand generation. They entail lesser costs compared to conferences and seminars, but their main strength lies on its enabling you to engage potential B2B partners regardless of geographical location. In fact, you can conduct a webinar in the comfort of your own home. Just make sure that you have invited the right people to “attend” and provide them with more information than they could expect.

Slide presentations and infographics. Recent marketing reports show that visual content has become more prominent, owing to the fact that most decision makers prefer eye-friendly informational material particularly espoused by infographics and slide presentations. These components simplify complex business operations and present solutions in a straightforward manner that comes off as compelling. It is in this respect that marketers selling software solutions should consider visual material for their blogs.

To boil this all down, it is not necessarily that small-scale B2B companies cling solely to social media. Given several opportunities available, business managers should understand that the key for expansion is to tap every available option.

Generate More B2B Leads Entering the Singaporean Market using TOFU

Generate More B2B Leads Entering the Singaporean Market using TOFU

Seriously, TOFU is something every Singaporean company should include in their B2B marketing campaigns. And no, we’re not referring to that delicious alternative to meat over which health buffs in the States are going crazy.

We’re talking about top-of-the-funnel marketing (which uses platforms such as social media and blogs to engage potential buyers). Typically used by B2C companies, TOFU has now become a popular means for getting the attention of more B2B leads at this crucial moment when more businesses are taking root in the Singaporean market.

But of course, you will need to be guided on how to prepare TOFU that’s delicious to your audience’s tastes and nutritious to your business’ marketing muscle.

Here are some dos and don’ts from Kate Boyce’s article featured on Business2Community.com:

Do identify your real B2B Buyer Personas using website visitor information
What industry are they in? What size company are they? What content do they like to read on your website? By implementing data-driven buyer-personas, you’ll build a clear picture of the challenges, needs and pain points of your B2B buyers, as well as understand the motivations and goals behind their purchase intentions.
Use this information to build accurate data-driven buyer personas, fuel your marketing communications and deliver influential TOFU content to the right prospects.

DO provide value with relevant and educational blogs, guides and communications
B2B companies that blog generate 67% more leads per month. At this stage, your blog content needs to cover industry news, reports and statistics that support (but don’t overly promote) your product or service offering.
We can’t say it enough: Give your buyer’s valuable, informative and educational content – and be promotional at your peril. Your B2B prospects may not be looking to buy something that day, but it doesn’t mean you can’t provide them with valuable insight.

Don’t undertake any new TOFU marketing activity until you’ve forecast the best, expected and worst possible ROI outcomes.
According to the IDM B2B Barometer, 30% of marketers said “lack of budget” and “demonstrating importance” were their most significant challenges this year. And guess what? They both tie back to ROI.
Before you invest any money in top-of-the-funnel advertising or marketing activity, you need to understand exactly what results you need to drive in order to deliver a healthy return. Try benchmarking your performance with this tool to take the guesswork out of your TOFU marketing activity.

Don’t forget it’s a (very) long lead generation game
There can be a tendency in B2B marketing to over-fish the lower funnel, where prospects are closer to converting, but with a detrimental effect!
Take a long-term approach with your funnel strategy and focus on prospects who might not buy now, but in a year – two years’ time. Invest in TOFU activity to not only build your bottom line, but strengthen your brand awareness too.

To Use or Not to Use a Script? A Financial Lead Generation Question

To Use or Not to Use a Script- A Financial Lead Generation Question

Anyone who has an interest in English literature would easily declare Hamlet’s existential query as one of the most celebrated passages in Shakespeare’s collection of proto-“emo” tragedies. “To be or not to be?” establishes the dilemma of life in such an intriguing way that we simply couldn’t resist tackling it subjectively.

Meanwhile, financial service providers are also facing dilemmas of a similar magnitude in their B2B lead generation, one of which is the use of a telemarketing call script. As far as efficiency is concerned, there prevails a divide between marketers who use call scripts and those who don’t.

There are numerous reasons, and (as a marketer who is as confused about call scripts as Hamlet is about human destiny) you might want to review these and determine what you think would work for the financial services market.

To Use…

…a call script is to provide context and urgency. According to an article posted in MarketMakers.co.uk, call scripts are more suited for B2C enterprises by the fact that the call volumes are high and not much attention is given to quality. The main aim here is to establish talking points about your product that will get a prospect interested.

“For those that have a more detailed product or offering once interest is shown they can then follow the script according to the guidelines,” the article says. Apparently, marketing financial services and products to large institutions would require the use of scripts to guide callers in the use of phrases, terms, transitions and expressions necessary for building interest.

Not to Use…

…a call script also has its merits. Directness is the prevailing ethic, and enterprises must see to it that their audience receives the kind of messages they want to hear. With unscripted telemarketing, callers are provided free command over the conversation, enabling them to discuss product benefits organically, that is without sounding mechanical.

The catch: Unscripted telemarketing requires excellent customer relationship skills. Without guidelines, callers will have to rely on their knowledge of the product to be able to secure a high-opportunity engagement.

The answer?

What usually works best in financial lead generation is a combination of scripted and unscripted telemarketing. Along with guidelines for navigating complex buyer inquiries, there is a strong need for callers to develop the necessary skills for

Often, an excellent balance of scripted and unscripted telemarketing can always be attained by involving an experienced lead generation company into your campaign.

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