You aren't alone! Maintaining a strong, consistent company brand takes effort and a bit of planning.
The Beckmann Collaborative team usually asks new clients about their brand values, brand guidelines, and overall brand identity while we are onboarding. Surprisingly, the responses to these questions are often something like, "here's our logo, but we don't have any guidelines or anything."
Our reaction internally is something like this....
While a brand can be whatever you want it to be, not knowing or sticking with your brand identity is a problem.
Brand Identity: This is your brand's outward expression. It includes the company name, logo, brand values, value proposition, and all communications. It is how the world recognizes your brand as uniquely you.
Yes, the visual...
We have a few ideas that may help you think about the joyful to-dos for your business this December.
Yes, this is a no-brainer on your holiday to-do list as a business that cares for its customers. However, the important word in this to-do is "personalized."
Whether you send a printed card, a gift, or even just an email, the important part of the experience for customers and partners is personalization. No one wants to feel like another number in your rolodex. Make sure they know that you know who they are and that they matter.
Yes, there are semi-automated ways of doing this (if you really cannot afford the time). However, I emplore you (specifically B2B companies) to make time to think about your customers / clients. Aim to send a unique message to them.
As we continue our journey through some great automation ideas, this week the focus shifts to finance.
Yes, there are things in your bookkeeping and finance software to automate and make your life easier. Since we use the Zoho Finance Suite, most of the automation ideas here will reference those apps. However, many of these can be done in other platforms or by using tools such as Zapier.
If you missed the previous articles in the automation series, you can catch up. The first article was about Automations for your Sales Team. That one provides useful CRM Automation Ideas to help your sales team close deals faster. The second article talked about Email Sequences and Email Automations where we shared clever Email Automations to engage both prospects and customers.
Connect your bookkeeping software with your CRM to match up sales and reduce work. In Zoho Books,...
Beckmann Collaborative has been using Kajabi to host our online courses and resources for several years now. About two and a half years ago, we made the leap to move our entire website over to Kajabi from Wordpress. [I still love Wordpress as a website CMS].
When you need a no-code "one-stop shop" software to market and sell online courses, membership sites, products etc, Kajabi is likely to come up in your search.
You may already know that we really love marketing automation. And that is why we've been writing this series of articles on the topic. The first article was all about helping your sales team to automate in your CRM. In the second article, we dug into the specifics of automating emails - specific email automation sequences. And this article specifically talks about the cool, helpful automation tools that Kajabi offers.
If you have a coaching, training, or other online program...
Let's be honest, third-party cookies have become the creepy "big brother" of the advertising world. Learning about the deprecation of cookies from yet another browser wasn't all that surprising with the rise in digital privacy.
Finding customers without third-party cookies is easier than you think. It begins with your customer data platform.
If you are stressed about the change in third-party cookies, there is a glaringly obvious direction to go... first party data.
First party data is the information your business collects directly from your customers and prospects. This is data that you own. Usually, a business will gather this data from phone calls, emails, surveys, and buying history.
Let's discuss this a little more...
A not so long time ago, marketers spent a high degree of energy on collecting data from customers to build their customer personas. This was (and still is) a fundamental marketing strategy...
The phrase "Keeping up with the Jones" has long been used to describe the phenomenon that we as humans want what others have. In modern terms, we might call this F.O.M.O. (The fear of missing out). These concepts have led to the rise in Influencer Marketing.
After all, why would we want to be left out of the hot new trend and miss out on something great?
Marketers have taken this and turned it into something they can use to their advantage. Influencer Marketing.
Social media has become one of our greatest assets in marketing. You can reach people you may never have been able to reach before. This goes for the average Joe as well, who may be an influencer.
An influencer is someone who utilizes social media to grow their personal brand. An influencer has a large audience (usually on social media) in a specific niche. They are someone people listen to and follow. Their audience relates to...
Each May, the Small Business Association (SBA), hosts National Small Business Week to highlight the vital role that small businesses play in America's economy.
The goal of Small Business Week (SBW) is to celebrate and support the small businesses in our communities and beyond. While the emphasis is on shopping with these small businesses, it is also an opportunity for professional development. This year's SBW is May 2 - May 8, 2021.
The SBA goes out of its way to promote the importance of your business and existence.
1. Remember to use #SmallBusinessWeek in social posts
2. Check in with your local SCORE chapter to see if there are any workshops you can attend.
3. Partner with other small business owners to cross-promote each other. Then use it as an opportunity to educate your customers on the value of shopping local / small. ...
As a small business owner, you probably don’t have the same size budget or marketing team of a large enterprise. That doesn’t prevent you from reaching your customers and connecting with them on a deeper level. In fact, smaller companies have a unique opportunity to build relationships with loyal customers through more personalized and specific campaigns.
One excellent way to create memorable moments as a small company is to apply an account-based marketing strategy. This approach aligns sales and marketing processes to focus on improving your emotional connection with a specific set of customers.
Account-based marketing is often an appealing choice for smaller companies because we can’t afford to throw money at the wall with broad targeting strategies to see what might stick.
So, how can you use that kind of marketing effectively?
A typical Account-Based Marketing (ABM)...
We often get requests to automate steps in a sales or marketing process. Sometimes it's because the sales guys don't have patience to "deal with" tracking their leads. It may be to avoid missing updates and details.
Marketing automation can be a very smart tool for things like updating a field to reflect an update a Lead Status or generate a reminder task to follow up. However, there are the requests that cause me to shake my head and ask, "Is that really a strategic marketing automation? Or are we being lazy?"
This post offers you a few ideas for useful, strategic marketing automations that you can set up in your CRM, email, or marketing automation software. And if you have questions about how to do it, feel free to contact us and we can schedule a free consultation to discuss what you need.
These are the marketing automation ideas you can...
Before you purchase a product or service for the first time, you take the time to do some background checks. You ask one or two people who have used the product about their experience. If they speak ill of it, you change your mind about buying it.
Generally, online reviews help other would-be customers make the right decisions. But what if you are not a customer but actually the business owner who wants to see your customers leave reviews to grow your social proof?
Before we discuss how you can encourage users to leave reviews, let’s first establish what social proof is and why it matters.
In this context, social proof is the validation of a product by having it associated with many customers.
It helps if some of the customers who have something positive to say about your product are public figures or celebrities with thousands or millions of followers behind them. When many customers take the time to review a product or service, the...