Guest Blogging Marketing Value & Guidelines

Blogging in itself offers a wide array of benefits to your brand. Not only does it increase SEO, but it can also reflect your expertise to potential customers or clients.  Businesses of all sizes and across many different industries have found blogging to be a strong tactic in their content marketing strategy. 

 

What is guest blogging?

Guest blogging is the practice of writing an article or blog post for another company's blog. This is a way to build relationships, increase your authority, get broader brand exposure, and (of course) build backlinks for SEO.  Inbound links, also called backlinks, are a primary SEO ranking factor for search engines. Guest blogging offers an opportunity for you to write valuable content and link back to your own website.

 

Quick Lesson About SEO (Search Engine Optimization) 

Technical SEO Considerations:

  • The website must load quickly on all devices 

  • ...

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Training Your Salesforce To Master Presentations

Guest Post by Don Matejko

Strong presentation skills are important for any sales professional, especially when the products or services being sold are complicated, expensive and/or unfamiliar to the prospect. Some salespeople are naturally gifted presenters, but most acquire their skills through experience and training. If you are responsible for training in this area, here are important tips to bring your salespeople along quickly in the art of sales presentation.

 

1. Establish a training knowledge base

Effective presentations require the presenter to be credible and authentic. No amount of pre-packaged text and dazzling imagery can cover up a presenter who doesn’t really know what he or she is talking about. In contrast, a presenter who exudes confidence and understanding can effectively turn prospects into customers even if the presentation itself is flawed. With this in mind, salespeople should have a very strong understanding of products, services, their company,...

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BIG Decision Making in SMALL Business

goals strategy May 28, 2019

A recent survey of business decision makers presented some very interesting results.

"86.8% of respondents report that their work environment is in constant flux or lacking clear correct decisions, and 40% say that they’re motivated to change their decision making process because of changing market conditions."

 

While we absolutely lean on data here at Beckmann Collaborative in our decision making, it's vital to hold on to our key instincts based on life/work experience. This survey by Alpha, a product testing and development company based in New York, found that the central lesson is that "while having data is certainly necessary for good decision making, it’s by no means sufficient."

 

Data Vs. Experience in Decision Making

For thousands of years, business owners made decisions based on their prior knowledge - the data in their minds. Within the past 15-20 years, the digital age has shifted decision making to lean exclusively on...

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Connecting with Customers Using Zoho CRM

crm strategy zoho May 15, 2019

The following information is sourced from the Zoho CRM help guide. I found it to include helpful insights, so I'm sharing it with you. 


While customer relationship management is an important aspect of running a business, it can often become overwhelming due to the extensive amount of work involved. You must always ensure you are keeping in touch with your customers through email and over the phone so you don't miss out important leads or a potential deal. In the meantime, it is also crucial to stay on top of your projects. Sometimes such multitasking may show downside effects on the overall functioning of your business.

Zoho CRM aims to make this easier for you by providing multiple features under a single platform. Collectively these feature can help you a great deal in enhancing communication with your customers.

 

Email: You can send emails to your customers from your Zoho CRM account. You can also integrate your personal email accounts with CRM to make sure the...

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Training the Trainer

goals strategy training May 09, 2019

Earlier this year, I was invited to become an instructor with General Assembly. A few times each month, I would go to their offices in downtown Austin to lead classes such as Intro to Digital Marketing and Intro to Content Strategy. The experience has been more enriching than I originally anticipated. Yes, I’m getting the opportunity to share what I’ve learned by trying and failing or succeeding to others. Hooray for knowledge transfer! Along the way, I learned some valuable lessons and so I perked up when they asked if I wanted to teach even more.

 

This month I’m leading a 10-week part-time course two nights per week. In preparation for teaching this course, General Assembly (GA) has a thorough onboarding procedure. I call it Training the Trainer. Stepping outside of the usual approach and getting new ideas from GA was incredibly helpful. 

 

Important Aside for Context:

I’ve been training my clients and their teams over the past 4...

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Conversion Conversations

Conversion from a lead into a customer does NOT require magic or manipulation. There are many misconceptions about what a conversion is and how to measure it. Before we get into the how, let's define conversion. 

 

The traditional definition of conversion is the process of changing or causing something to change from one form to another.

 

A marketing definition of conversion is getting a potential customer/client to respond to your call-to-action. When marketers talk about conversion, it often relates to views, clicks, likes, and paid transactions.

 

One example of a marketing / sales conversion is getting someone to open an email, while another may be someone making a purchase.

 

Get Conversions From Conversations

Conversations, unlike a social media "like" or an email "click through", offer a deeper understanding of your brand, as seen through the eyes of a customer.  No, a conversation does not exclusively happen in person or...

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Customer Retention Strategies for Small Businesses

Keeping a good friend is a lot easier than making a new one, right?  The same goes for customers / clients. Maintaining your existing customer relationships is less expensive and has a better return on your investment. While it's important to put energy into your "top of funnel" efforts to find new people, I would argue that it's MORE important to work on customer retention strategies.

 

Creating a Customer Retention Strategy

The biggest challenge for many companies looking at their customer retention is where to begin.  Here are 5 practical customer retention strategies you can use to keep your existing customers happy over the long-term and increase your profits.

 

1. Customize Your Content Strategy

Speak / Write to your existing customers like you know them - because you do! No one wants to feel like another number, so create customized messaging for your customers based on their history with you.

If you know about their purchase history, then send an email...

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An Introduction to Content Strategy

Honesty. It's a word that so many of us claim to live by and be a reflection of our lives. And yet, business owners sometimes forget about the importance of honesty when promoting their brands. Marketing is often tied to the idea of stretching the truth, padding the truth or "making it sparkle" to sell something.  Business owners aren't trying to be dishonest people by marketing their brands. Rather, we have been taught by the Man Men era of advertising that we must "trick" people into buying things from us. 

Business Owners and Marketers: You have the power to end this ridiculous way of thinking starting here and now.  No one wants to be tricked into buying anything, because they end up feeling deceived and angry later. 

Our goal as business owners is to offer a valuable product or service to the people who want and need it. That's it. Authentic marketers understand this idea and we run with it by offering value using content marketing and content...

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Lead Generation and Funnel Basics

What's Your Lead Generation Plan?

While I love content marketing, storytelling and expressing business concepts through the written word and images, it’s all useless if you haven’t laid out a lead generation plan for your company. The phrase lead generation can seem overwhelming to non-marketers. I assure you that there is nothing to fear. Here is a quick-start guide to your lead generation plan and understanding a common "marketing funnel" in action.

  

Quick Start to Lead Generation

Creating Awareness About Your Company / Product / Service

This is the step you are most likely doing right now. When you publish a blog, publish a post on social media, attend a conference, or speak at an event, you are creating awareness of your company / brand. Make the best use of these tactics. When it comes to website content and social media, allow readers to subscribe to get updates. This can be done with an email newsletter or using an RSS Feed.

...

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Customer Communications + Productivity = A Smart CRM Strategy

Planning, process, systems, segmentation, and automation...these seemingly mundane concepts are the true key to balancing your customer relationships with your day-to-day business operations.

Customer Relationship Management (abbreviated "CRM”) is a term used to describe your customer communications strategy. It also refers to the software most businesses use for implementing that strategy. Before you get excited about another tech tool (or run for the hills), a smart CRM Strategy begins with people and your customer communications. 

How do you keep in touch with customers, prospects, vendors, and partners? Is it just as ideas pop up in your head? Do you have a specific system for maintaining those relationships?

For many of us, the answer to that last question is sort of or not really. However, maintaining regular communications with your vital business contacts is essential to the sustainability of your business in the long run.

 

Holiday Card Anxiety

If...

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