Your Content Marketing will significantly improve once you begin applying customer intelligence and here is why...
People Buy because of other People, much more so than features or anything else.
Customer Intelligence can help you to understand your people.
Customer intelligence is a process of gathering and analyzing information about your clients and customers. It may include demographic details, how they interact with your business, personal preferences, and buying behaviors. We often call collect this information through the process of market research.
Marketers use this customer information to create customer personas and to build more effective content marketing strategies. Our goal is to create a deeper relationship with customers and make business decision-making easier.
All of this sounds great, but what is a realistic way to gather this information? That's the hard part after all. You are...
If you are new to the Zoho Suite of applications, then you will understand what I mean when I say there are a LOT of options - so many that it can be overwhelming at times. What's more challenging is that you can find similar features and functions available in different Zoho apps, and they are used in slightly different ways.
Over the years of learning as much as I can about this suite of software tools, I have often enjoyed the variety of challenges. Other times, I just want a straight answer. Among the apps that the Beckmann Collaborative team has learned (and will continue to learn about) is Zoho Analytics. What a powerful tool for a business!
This is a business intelligence (BI) data analytics platform. It lets you create beautiful charts and reports to easily analyze your business data. Who doesn't love data visualizations?
I can get what I need from Google Analytics and my individual marketing channel analytics. So why would I...
We've put together a series of articles that will walk you through how to evaluate and setup your CRM. This is the second article in the series. If you missed the first article, then you can get started with your CRM evaluation. This second article includes valuable tips on CRM user best practices. The third article will cover recurring maintenance for the growth and scalability of your CRM.
Small businesses usually deal with less bureaucracy than conglomerates, and this is often a good thing for process and productivity. However, it also means that the team can end up overwhelmed by trying to keep track of things that would normally be spread across several employees. The overwhelm can lead to lost sales and missed opportunities as the important clients get lost in the shuffle.
If you are the leader in your organization, then it is up...
A marketing audit is a comprehensive, systematic,and periodic examination of a company's marketing. It is used to evaluate your marketing assets and activities, and using the resulting analysis to aid your business in planning. An audit should cover both an analysis of the external situation facing the business and a thorough review of internal marketing goals, strategies, capabilities, processes, and systems. The results are actionable recommendations for the company.
There is a LOT to say about marketing audits, so we've gathered some resources you may want to read through.
An article from The Balance SMB offers 5 Reasons to Conduct a Marketing Audit in Your Small Business.
99 Designs wrote about When and Why you should do a marketing audit. "The best kind of audits usually begin at a holistic level, dive into deeper detail and end with a...
Those who work in PR (Public Relations) are often thought of as "spinners" for their ability to spin the narrative of a bad situation in a company. How do you handle things when the world seems to be in chaos and your business is impacted? This is the situation with the Corona Virus, Swine Flu, Ebola, and sometimes the "old fashioned" Flu. All of these have impacted businesses around the world at some point. In the past, I've seen nearly an entire office spread the Flu to each other. It was like a wave - one department after another getting sick, being out for a couple of weeks, and then returning. How the management team handled it made a big difference in the company's success and longevity.
As I've watched, listened, and read to various businesses respond to this worldwide situation, some patterns begin to emerge. There are successful ways of responding that people engage with and rally...
There is a lack of trust in brands today. Why? Manipulative marketing and sales tactics. These "old school" tactics have caused the average consumer to think twice before opting in or laying down any cash. It's understandable. So how do modern marketers battle the past and build trust with their target customers?
The word "authentic" seems to often be abused and misused these days. What does it really mean to be authentic as a business or brand? The definition of authentic is, “representing one’s true nature or beliefs; true to oneself and therefore worthy of belief.” This means your brand is trustworthy and that your entire team believes in and understands the purpose of your business.
When it comes to communicating your authenticity, look to your "why." A business's brand values are guided by your why. Why have you built this business? What is the heart and...
How do you define Client Relationship Management (CRM) in your business? What does it look like in your day to day operations?
First, let's talk about your leads. Rather than focus on how you generate leads in this article, we will review what to do once they are in your database or CRM software to nurture and develop those leads. Consider the sales process as being similar to making a new friend or dating - it is important to have that mindset at this stage of the client relationship.
The first email or phone call made to connect with a lead should be relevant to any inquiry made by that lead. Just like on a first date, you start from what you know. If that lead came in from a whitepaper he download, then (logically) you want to follow-up to check in to see if the information was valuable and answer any questions. That is quite...
When you're on a budget (of both time and money), it can be tough to step away from billable work to focus your efforts towards working "on the business." And yet, a realistic marketing plan is one of the most important things you can do to ensure that billable work continues to roll-in. Without customers, there is no business. Without marketing and sales, there are no leads to become customers.
Sorry to all of my marketing entrepreneur friends selling a formula, but I simply disagree. At its core, marketing is simply the ways a business most effectively communicates what they do and why they do it with the intention of generating revenue from those communications. No formula that someone creates will always apply to you. There will be cool ideas embedded in a formula for sure, just remember that your business - like a fingerprint - is unique to you.
How has Marketing become so Complicated?
Like any other...
As we countdown to Thanksgiving, the new year is on the horizon. For marketers and business owners, that means one thing — it’s time to make a plan.
Your business needs a marketing plan because your marketing and sales efforts will be moot, without a defined strategy in place. Some see marketing plans as a daunting process to delay for as long as possible. At Beckmann Collaborative, we know how much fun it can be to create a fresh new marketing plan.
It's something that helps you understand your target audience, makes you think about the way to communicate your brand, evaluate competitors, and set realistic, measurable goals you can work toward.
To keep things simple, we've come up with a blueprint that organizes your Marketing Plan into Six Sections:
Whether you know it or not, you have a Brand. To get yourself in the right mindset, gather the key elements of your business' branding into one place - everything from your visual...
Dear Fellow Entrepreneur, Business Owner, Marketer, and Salesperson,
(I currently am all of these roles in my business)
Some salespeople appear to have a secret formula or to have inherited their natural sales traits, right? There's more to sales than raw talent. You don't need to be born into sales. The truth is that companies offering proper training and support are much more successful than competitors who expect their natural-born sellers to carry the load.
If you feel the pressure and fear making silly mistakes, then check out our Top 10 list of sales fails and CRM pitfalls. You can circumvent these issues in your business, as long as you have a plan and plenty of practice.
Let's start with the list of possibilities. Click any of the phrases below to read more about it or just scroll through the list.