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New Marketing Vs. Old Marketing
Posted 08 January 2008 - 04:29 PM
Posted 08 January 2008 - 06:00 PM
No matter what you say, you are asking them (traditionalist or just cautious business owners) to make an (sizable) investment in an area they do not understand, is outside their area of competance. That is a very risky proposition. Quicks stats & a quick tongue will not solve that entirely. Good B2B salesmen tend to be good at seling the final outcome (benefits) and evoking emotional wants.
Many other strategies exist.
Start small- They are prepared torisk 250 pm on ppc. ARe you willing build a landing page and manage a <$10 to prove IM & bid for more work?
Showcase clients & results- true showcasing is a very time intensive activity and its hard to keep the attention of a non-interested exec for that long. You will probably have todo it over time.
Build their confidence in you. Golf? Old fashioned business.
The problem is this: You can make somethings work for traaditionalist companies/managers but not everything. Do not convince anyone tos tart a blog that noone will read. Do not prescribe weekly webinars that are useless....
anyway, this is all murky waters that are difficult to navigate.
Posted 08 January 2008 - 07:19 PM
With that said, I'm going to make an assumption that you already have an ecommerce site and you're wanting to increase sales. Right? Then I'd say tell 'em what you want to do, and if they buck at it, then make an offer to do it at your expense, but you get a cut of the profits. I worked with a guy five years ago that did exactly that and raked in a very nice bonus of >$100K for the year. The owner thanked him and then made it his idea.
Another story, my wife works at a small company that pulls in $5+ million/yr. I've shown them how to cut costs and increase sales via a web site and the owner still is afraid to pull the trigger even with all of the expense of starting a web site on my shoulders. She got burned in 1998, by a scam artist that threw up a static web site in two weeks and left town with her money. Good news tho another much smaller company that I've contacted jumped on my offer within 15 minutes of telling them what I could do to help market their web site. Almost anything dealing with the internet is hard to push through small private owners. If I could just figure out the pitch to hit these small timers up with, I'd retire real soon because there are thousands of them out there. Good luck!
Posted 08 January 2008 - 07:55 PM
You are not a 'technologist.' Not even really a marketer ($100k yellow pages, $100k radio, $100k catalouges- all set) you've just been handling the 'marketing administration.' for the past 10 years. Even far, far beyond that making IM investing desicions is difficult. This is not your field of understanding. Its a huge risk.
You do not know how to value the benefits of the proposal independantly. You have no isdeahow to value the normal cost of the proposed plan. (george up the road spent $100 on a website, Calvi spent $25k).
Throw in the fact that SEO, Internet Marketing, web services, etc. are words that can get thrown around like laundry (everyone that's been in business for 10+ years knows someone that has been scammed). Many large (reputable?)companies gis bl--dy cr--p services sold by expert sales guys.
You are in serious danger of being scammed. That is a powerful deterent. The most powerful. That kind of emotional leverage is a salesperson's dream (on the other end of course).
Posted 08 January 2008 - 08:01 PM
BTW its not just the little fish. The big boys are just as cautious. Just as timid. And basically, just as right (or wrong) to be. The scale is just different (100k to play with).
have a look at:
I believe I've heard that the 20-100 m$ p/a compaies aremost likely to inovate.
BTW ask yourself this: How many truely inovative marketing moves are made by hiring aconsultant/service provider? How many by inovating inhouse?
Edited by nethy, 08 January 2008 - 08:06 PM.
Posted 08 January 2008 - 08:16 PM
Larger corporations can change management and adjust cultures without necessarily losing their way. I find it rather difficult to change wives (the musician), nor do I want to, so change/non-change can get very personal. We were the first non-brick and mortar online harp retailer in North America. Now others are following suit as the mortar costs seriously effect the bottomline in a slim margin industry. It took a huge push to get the suppliers (mostly small makers) to accept this change for us to even start up.
An example of this change issue is the social media. I keep watching it looking for opportunity but the real return for this appears very low amongst our client base. My time is limited and I am not interested in "just in case".
There are a huge number of businesses that can only survive during economic expansion. I watch the economic contraction which is already happening in real ways starting to get traction noticeably from last November and possibly continuing for the next decade. Late adopters will die quickly in this change and so too the very early adopters. A little bit of foot dragging waiting for the right moment may be necessary. Will your online business survive if UPS doubles their shipping rates? We have experienced a 75% rise in 2 years in harp shipping rates inbound from the USA. UPS has doubled their Eastern Canadian rates AND this is only the beginning as the recession/depression bites and UPS shipping volumes drop significantly in the future.
I expect whole niches on the web to disappear as cheap delivery disappears. So it is not necessarily a given that ecommerce on the web is a no brainer. You have to show me in real terms how I will benefit from your services. The trust factor is huge and your willingness to see the economics of how I do business and integrate this with your proposals will be a big factor in me trusting you. Can you see things my way and show me the path to your way?
Edited by harpsound, 08 January 2008 - 08:53 PM.
Posted 08 January 2008 - 08:18 PM
This is a great question... and many others are probably wondering the same thing - especially the owners or decision makers, not just the consultants themselves.
In my experience, here is what I have found works on both prospects - Big or Small.
Show them what you (or someone) did for someone else who felt exactly the same way or had the same beliefs, etc. BBCoach eluded to it without saying so directly.
When you can relate to their issues, and have empathy for their situation and business, and further have one, or two or ten others who felt the same way, - you are on to the solution, but more important to them - their solution!
Unfortunately, getting them to start with $250 per month on PPC does not really get you paid (what are you charging for even that management task?) , nor will it in itself accomplish enough to make them believers either - especially when you are pitching something much larger than PPC.
Show them someone else who was afraid or skeptical. Then, with one area at a time, explain and show them what each task directly did for the previous client (set expectations). I don't know how many people you can find that have not 'been taken' or lost money online... (unfortunate, but true - SO SAY SO) - or they have read about so many rip-offs, that they trust no one. So you have to prove it to them. Do not forget to charge for your time - they WILL pay you as you continue to convince them of what you can do for their business online and you show it.
Break it down, literally and figuratively for them. First we find the KW phrases that the masses search under, and what that provides as well as what that research will cost them and why it is KEY to the rest of the plan. Give them a reference, or three, of someone to talk to who was also scared to death of what it all meant and would take. Someone else who did not initially believe in you or what you could do for them - Changes to their existing website? Explain each one and why you believe it should be altered to what end... what benefit.
Then go on to step two and three and four... always covering your estimated costs along the way - but MORE IMPORTANTLY what the prospect will gain from that excercise... and again for each one - Prove to them what it accomplished with another client - exactly what it accomplished. Start with where they were (in logs, traffic, engines, sales, etc.) before these tasks were invoked. This is key in your proving yourself and your work.
Time consuming? Absolutely! But gaininng trust every step of the way with the new client - because few (if any) of the other vendors took this time with them. So I do not say "new client" lightly - you will earn their trust and your paycheck. But they will learn to trust every online suggestion you make to them, and they will become your long term client, and you will get referrals from them too, because they will talk about you to others who are scared too.
And you thought online conversions were tough? (LOL)
I hope this helps at least point you in the direction of what it may take - One day, you may not have the time for these "type" clients, but will hopefully have taught someone else how to properly approach and win these battles. The caveat being that you actually have to know what you are talking about and then be able to perform and make happen all that you promised, or at least explained. Hence the need for setting the right expectations - and then blowing them away (exceeding them).
Oh!, and as BBCoach did say - if all else fails - take a piece of the increased action... it shows your confidence, and helps some business executives rethink what the actual value you bring to the table may end up being - and maybe then your excitement on futures will help them pay you now, rather than later -
(Topic moved while I was typing... hope I did not repeat others)
Posted 09 January 2008 - 10:09 AM
We have in place a successful ppc campaign, of which I have worked on quality score and landing pages for. The social marketing and IM is done in house, by.. me.. and only me at this point. I was handed the job of working on the website to get it better ranked, and that ball now encompasses much more, after actively researching and finding out the enormous playing field of IM.
With the limited access to the website functionality - I have been able to get us ranked for keywords that we were non-existant for. (just giving a bit of background - how I ended up asking this question) Thats truly how I ended up getting into blogging, so I could get content out there to help potential clients find us and begin a dialogue with the masses.
Driving up sales is the objective, but its not a click and pay business, a project can be anywhere from 6 weeks to a year to complete, so staying fresh and staying on top of the needs and changing trends is really what I think is necessary.
BB Coach - Great idea about expensing it out myself, that is an avenue I have contiplated with another person as well. I may just go for it.
I agree with the show them what has worked, I have done that, its just getting them over the hurdle of understanding the concept of social media marketing.
Again, thank you so much for all the information - it is appreciated and being digested!
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