Five reasons to say ‘yes’ to social media in B2B

Deciding to include social media in your B2B marketing mix can feel counter-intuitive: surely it’s more of a B2C tool? In fact, 83 per cent of B2B marketers use social media, making it the most common B2B marketing tactic. To help you take the plunge, here are five golden reasons to embrace social media.

1. Make the most of your content.
   Social media is a simple and effective way to sweat your resources further. If you have great content, why not share it as widely as possible? From your company blog through to your latest white paper or case study, social media increases the chances of getting your content noticed. Plus, it can increase awareness of your brand, too. Overall, it increases the visibility of everything you do and, used wisely, this can help you reach new heights of presence amongst a broad audience.
   
2. Keep your costs down.
   With social media you can promote your business at a fraction of the cost of traditional forms of marketing. Paid promotion offers a relatively low cost way to target your audience based on age, industry, job title, location, interests, income, and much more. Results are rapid, too, allowing you to take stock and adjust where necessary, making sure your budget is working as hard as possible.
   
3. Global reach no matter what your size.
   Social media is one of the few areas where a smaller organisation can compete on a par with an international player. To a certain extent, it’s a level playing field. Via social media, you can easily reach customers and prospects all around the world, giving you a global presence.
   
4. Achieve thought leadership.
   Bring knowledgeable opinions to social media, and you have the opportunity to grow your thought leadership position — no matter what the size of your company. Even as a single expert, you can join debates and share your expertise to build up a reputation people will listen to.
   
5. Maximise website traffic and conversions.
   A consistent and engaging social media strategy brings with it increased website traffic and conversion rates. Social media gives you the opportunity to appeal to an audience beyond your regular website visitors, opening the door to encouraging leads that would otherwise not have come your way. Every post, tweet, image or video comes with the chance of being seen by a prospective customer beyond your loyal customer base.

If you’d like to talk through how social media can benefit your business, then get in touch.

Not sure where to start when writing the copy for your new website? Got a website that’s not getting your messages across?

Follow our four top tips to get your website copy working hard for your business.

1. Talk to a person, don’t lecture an audience

It comes as a shock to some businesses, but your website isn’t about you, it’s about the people who use it. And, to make sure your copy is as effective as possible, you need a clear picture of your target user. Working out who you’re writing for will keep your copy sounding natural, helping you to avoid overly formal phrases that turn people off. It’ll also make sure you’re giving your website visitors the information they’re looking for.

Boost your chances of grabbing attention and fulfilling a need by creating a list of product/solution benefits your website covers. All too often, customer websites focus on features (what a product can do) rather than benefits (how a product can help the user or provide something of value to them). Use these benefits as main messaging throughout your website copy.

Determine your benefits-led messaging by asking these key questions about your target reader:

• What are their priorities?
• What problems do you help them avoid or solve?
• What do they want to know about you?

2. Make ‘easy’ your priority

With your messaging centred firmly on the benefits of working with you, focus on creating a reading experience that makes things as easy as possible for your reader.

Start by getting your level right: work out the gap between your expertise and your reader’s knowledge. Tell them what they already know, and you risk patronising them. Make things too complicated, and you’ll only achieve confusion. Clear communication depends on pitching what you’re saying at your reader’s level of comprehension, so they understand with minimal effort.

Next, make sure you write clearly, using simple language in short, active sentences. Basically, talk like a human being, using ‘you’ and ‘we’, rather than the third person. Remember, your aim is to make it as easy as possible for your reader to absorb your messages (and sounding like an academic paper really won’t help).

Keep the problems your business can solve in mind when writing and describe the positive actions your products or services deliver. This will give your website a dynamic, problem-solving feel that’s attractive to business prospects. Save any negative language for describing the pain points your products or services will solve.

Make it easy for your reader to trust you by avoiding overblown claims. Instead, make clear statements and back them up with proof, such as stats, case studies or testimonials. And remember that using jargon isn’t a shortcut to authority. If anything, it’ll turn your reader off, lacking the conviction and authenticity of direct statements.

Finally, include plenty of opportunities for your readers to convert their interest into action. Incorporate a clear call to action at least once on every page, making it easy for them to take the next step.

Deliver an easy experience for your readers:

• Talk to your reader’s likely level of expertise, without jargon.
• Use simple, active language that focuses on problem solving.
• Offer plenty of opportunities to progress working with you.

3. Write for skim reading

No one reads every word of every web page on a site, so don’t write your copy as though this is what your visitors will do. On average, users spend less than 15 seconds on a web page, scanning for something relevant and picking out what they want to know more about. With limited time to grab their attention, you need to opt for a journalistic approach. Don’t hide your main messages in lengthy explanations; invert your writing structure and start with what’s most important — in case that’s all they read — then go on to offer more detail.

Write for scanners to get your messages across loud and clear:

• Headline your key point in simple language.
• Use subheadings to signpost key content.
• Break messages up into subpoints using numbered lists or bullets.

4. Think SEO

Once you’re happy that your website copy is clearly communicating your benefits, think about how you can optimise it for search purposes. This isn’t an excuse to stuff your copy with keywords, because that will make it sound unnatural and unappealing — and can have a negative effect on SEO. Instead, read through your copy to see where you can add a keyword without adversely affecting the flow or the meaning.

Try to use your most important keyword in your page title and use your primary keywords in the first sentence if possible, to signal to search engines what your page is about. At the very least, use your primary keywords in the first paragraph. Subheadings, alt tags, meta descriptions and the file names of any images are all helpful places to feature keywords.

Once you’ve covered off these prime areas, try and weave in your keywords and common alternatives naturally throughout the body of your copy to help search engines validate that your page should rank for your keyword(s) and related search terms.

Balance SEO requirements with delivering an effective reading experience:

• Write for your reader first and SEO second.
• Incorporate keywords carefully into your page structure.
• Use keywords as naturally as possible.

5. Win business with effective website copy

You know your customers and prospects better than anyone, so use that insight to create web copy that really speaks to them and tackles their problems head on. Make every word on your site work hard to build relationships and win you business.

If you’d like a hand, at asabell we help businesses with their web copy all the time — from new enterprises starting from scratch, through to existing businesses who want to bring their copy in line with their latest strategies.

We’re expert at interviewing you to get all the information we need to create effective website copy that gets the job done. Get in touch to talk about what we could do for your business.

Not sure what to say when things start going awry?
Here are a few tips we’re using in the asabell team.

1. Why you need to say something

The most important thing in times of significant change or crisis is to keep talking to your customers. Most people are seeking security, reassurance and a glimmer of hope that things will return to normal soon. That’s something you can provide. Whether you’re continuing as business as usual, or hoping to be back up and running shortly, share that information and stay front of mind for customers.

2. Start with a personal message

If you have a few key clients, why not send them an email? If your customer base is much larger than that, social media could be the way to go. Either way, a personal, reassuring message letting them know how you and the team are adapting is a good way to stay in-touch. Customers can see right through companies that communicate using spin, so be honest, and explain where you’re at. (But watch your language, more on that below!)

3. Don’t overshare

While it’s important to keep your customers in the loop, don’t use your marketing as a space to vent. While it’s good to be honest, customers don’t need a blow-by-blow of everything you’re finding difficult, or to hear from you all the time (unless you’re updating them as a situation develops). Remember that your customers are potentially struggling too, so keep your communications regular without spamming, and stick to channels that are appropriate.

4. Stay calm and keep it consistent

This one’s probably a no-brainer, but it’s really important not to encourage panic or hysteria. Keep your messages calm and stick to the tone of voice you’ve already developed and are comfortable with. Like your tone of voice, the channels you use to communicate should also remain consistent — so that your customers know where to find you. Simple, subtle messaging often works; call a spade a spade but don’t feel the need to reiterate details of the crisis or situation if it’s already common knowledge.

5. Keep communication focused

As we’ve outlined, it’s important your messages are honest and calm, and a good way to achieve this is to try to focus on positive messages, solutions you can offer or important call to actions. For example, perhaps there are products and services you provide that will be important for people during the crisis or once it’s over. Or maybe you’ve weathered storms before and have some insights and wisdom to share with others about how your business coped and bounced back. If you have something that’s positive to share, do it — a little good news can go a long way!

If you want some help to get your messaging right during the current Coronavirus measures, and once things start getting back to normal, get in touch to discuss how we can help.

Searching for a new way to make your marketing stand out? A short animation could be just the job.

Why choose an animation?

In today’s digitally saturated, always-on world you need to cut through the noise and get your message across quickly and clearly. Images do that: we process visual information a whopping 60,000 times faster than text. This instant uptake may be why we love the pace and action of videos so much — and this includes your business audience, too: 92 per cent of B2B customers watch videos online. And an animation is a flexible way to tap into this market and create whatever you want to visualise.

A good animation will turn your complex messages into a short sequence that’s eye-catching, perfect for sharing and easy to understand. And a strong understanding boosts effectiveness, increasing your conversion rate by up to 75 per cent. Plus, if at any point you want to tailor your animation to increase its appeal to a specific audience, it’s quick and easy to adapt sections of your visuals, so you can change your messages in a matter of hours.

Talk to us about an animation for your business.

5 steps to a successful 2D animation

Creating a cost-effective animation that gets your messages across in seconds requires an integrated planning approach. There’s a clear pathway to follow, but each step doesn’t happen in isolation. It’s an interlinked process and success depends on holding all steps in mind as you work your way through.

1. Develop your core idea

It’s unlikely the idea for your animation will spring, fully fledged, into your mind. Luckily, you can work up a strong idea using a brainstorming process.

Start by establishing your parameters with the following questions:

• What core messages would you like to get across?
• What information MUST be included, and what are your nice-to-haves?
• Who’s your target audience?
• How long would you like your animation to be?
• What brand and tone of voice guidance will apply?

If you can’t come up with an idea that meets all your criteria, this information will form the basis of a comprehensive brief to your animation agency.

2. Develop your script and voice over

In an animation, every word counts, whether that’s your voiceover or the copy that appears on screen. As a rough rule of thumb you can only fit 130 unhurried words of voiceover during one minute of animation, so think about the number and complexity of messages you want to get across when deciding your animation length. And, if you intend to slice up your animation into short clips to share on social media, think about creating your script to suit this, writing several small chunks rather than one larger whole.

There’s a world of difference between the visual expectations set up by a script that says: ‘Company X took the plunge…’ and one that settles for ‘Company X began…’. Let your words spark your creativity and reflect any visual ideas you already have in the language you choose for your script.

Invest time in getting your script right, and make sure you include all stakeholders in the sign-off process. The script needs to be locked down before you commission a voiceover, or you’re looking at expensive re-recordings that will delay your project. Remember, too, that the animation will be customised to fit perfectly with the script/voiceover, so any changes to the script after sign-off will bring extra costs for animation amends. You’ll need the voiceover completed before animation can start, because the animated elements will be timed to match its pace.

If you’re using a voiceover, explore all the options, getting a range of samples sent to you so you can find the one that best reflects your brand and the spirit of your animation, ready to move on to the next stage of development — the storyboard.

3. Work up your storyboard

A storyboard is where the look and feel of your animation starts to emerge through a sequence of illustrations that outline all the visual elements, with accompanying notes. A good storyboard clarifies the style your animation will use, how you’ll bring in your branding and how you’ll transition from one story element to another. You can break this process down further, starting with drawn sketches and then, once they’re agreed, working them up into designed illustrations. This two-step process can work well if you’ve got ideas to share with your agency, but don’t have the design skills in-house to create the illustrations.

The storyboard stage is also when you work out the transition effects you’re going to use in your animation. Think beyond creating a series of stills and try to specify how these transitions will look. Start by developing just the first thirty seconds of the script as a taster. Sharing this with your stakeholders at this stage will save you time and money in the end; you’ll get an early steer on style, colours, backgrounds, graphics, and the way people are represented before too much time and budget are used up. Once agreed, you can then progress to storyboarding the full script, confident you’re heading in the right direction.

4. Create the first 30 seconds of your animation

As with your storyboard, start by developing just the first part of your animation and sharing this with your stakeholders to get feedback that will then inform the rest of the process. Even if you think that the first 30 seconds match the storyboard exactly, others may not agree, so it’s prudent to check early on.

5. Complete your full animation

With the feedback on the first 30 seconds to guide you, developing the rest of the animation should be relatively straightforward (and consequently cost effective). Upon completion, compile one set of comments for a single round of amends, then proceed to sign-off.

While your animation is in this final stage of development, work out how you can get the most mileage from this long-lasting piece of content. Consider using it on exhibition stands, in presentations and on your website. Bring it to the attention of your audience through all your marketing channels: make sure your sales teams have access to it, include it in an email campaign, or use clips from it on your social media accounts.

Delivering stand-out animations

At asabell, we have all the expertise you need to bring your animation to life. We offer an end-to-end service that takes you from developing your core messages through to a slick animation. Our team has a strong track record of script writing, storyboarding and animating with a wraparound of friendly and supportive management. From the quirky to the complex, we’re skilled in creating animations that perfectly suit your brand and purpose.

This year, marketing needs to be 20/20

Over the past decade, marketing has become more personal, more ubiquitous and more immediate. Here’s how to stay ahead in 2020.

As the 20s begin, it’s easy to think that we’re about to see the dawn of a whole new kind of marketing. With artificial intelligence, chatbots and hyper-targeting now part of mainstream marketing, it’s easy to feel that the marketing landscape has changed irrevocably since the Millennium.

In many ways, it has. But there are also a lot of “ye olde” marketing wisdoms that will see many organisations right into the 2020s. That’s why it’s so important to have a complete view — looking both forward and back — as you put together your marketing strategy for the months ahead.

This year, it really is a case of needing 20/20 vision when it comes to the conversations you have with your current and prospective clients. So, here are some of our thoughts on what to make of marketing today…

1. People will always love great content

asabell has been around for over 15 years, so we’ve seen plenty of trends and technologies come and go (imagine offering a client a promotional CD nowadays!). But, something that has never and (we’re going to be bold here) will never, disappear, is the power of great content.

Let’s face it, marketing is about telling stories that connect with your audience, that pique their interest and make them take notice. And that’s what great stories have always been — because they have a solid foundation in great content.

Ultimately, every organisation has a story to share, a solution to provide and an audience they need to reach. No matter what the technology of the day, that’s the core of great marketing. That’s why the first step to making your mark in 2020 is to make sure that your message is compelling.

2. Yes, technology’s changing again

On saying that, getting your great content heard/seen/swiped/scanned means that you also need to have a good grasp of the technologies that are going to help you reach the people you need to connect with.

From voice search, to artificial intelligence, augmented reality and blockchain — there’s a lot going on behind the scenes when it comes to today’s marketing trendsetters. Luckily, for many organisations, it’s not vital to be a pro at these developments (yet).

This is particularly important because, regardless of the average age at your organisation, B2B buyers overall are getting younger. That means a high-quality digital marketing experience is no longer a “nice to have”, it’s vital to make sure that your organisation stands out from the crowd. Simple changes can help with this, like optimising your web copy, updating your digital channels regularly and making sure that you have a strong, consistent brand message. From there, the latest technologies are going to herald some changes, but for many B2B organisations, it’s worth watching how things like chatbots or AI perform in the B2C market before rolling them out across your own channels.

3. You’ll need a clear overview of your lifecycle marketing

In B2B marketing particularly, an ad hoc approach doesn’t work — no matter what year we’re in. B2B buying is well known to have a long decision-making process prior to purchase, often requiring the input and approval of numerous people. It’s this long, complex lifecycle that means your organisation has to remain front and centre in your potential customer’s mind for weeks or months, as opposed to grabbing their attention once or twice in the way B2C campaigns can successfully do to close a sale.

This is one of the reasons that social media will remain a key part of B2B marketing strategy well into the 20s. But the key point to remember is, you do need a strategy — the odd update won’t cut it anymore. As Forbes recently pointed out: “Include these platforms in your new social media strategy to build better brand recognition and solidify authority in your niche. However, it is essential to understand that B2B companies must take a strategic approach and execute their social media marketing campaigns with precision to be successful.” To add to this, there’s a trend towards younger individuals with buying authority in B2B organisations nowadays (yes, the Millennials have taken hold of the purse strings). This audience came of age with social media, so they’re savvy about how to use it and who’s doing it well. To not only hold their attention, but also convince them that your organisation is a professional, on-trend and well-equipped business, you need to make sure that your social media reflects this with strategic, accurate and regular updates.

4. Conversations with clients will remain key

Just like great content, most of us enjoy a good conversation — and that’s something technology doesn’t change. Interestingly, though, when it comes to B2B marketing, a “good” conversation (i.e. one that leads to customer engagement and, ultimately, purchase), can require slightly negative language…

In fact, Air Canada recently performed a marketing experiment that found engagement was boosted by 3 per cent when using anxiety-based language, as opposed to a 5 per cent drop when using exclusivity-based language. That’s why it’s vital to make sure that the professionals are creating your content, based on both experience and research about what works when it comes to engaging customers.

Often, in the B2B lifecycle, this means having conversations that heighten your customers’ awareness of competition in the market — and how your organisation can help them to stay ahead. The channel you’re using to communicate with customers isn’t always as important as how well you’re using it, and whether you’re speaking to customers in a way that encourages them to engage.

5. Get a foot in the door using insights

It’s a trend that’s well entrenched in B2C marketing, but B2B is taking its time to catch-up. Getting ahead of the curve could really pay dividends for your organisation though, as 72% of business buyers expect vendors to personalise engagement, using marketing communications to address their specific requirements.

This is one of the areas where a powerful story and powerful technology converge — using technology to gather insights about a customer and then turning these insights into a compelling story that directly targets your customer’s needs.

As B2B buyers increasingly become Millennials, there’s greater need to personalise communications. It’s important to make sure that you’re targeting these potential customers with messages that genuinely relate to their needs, or you’ll never stand out from the marketing bombardment they receive daily. Making sure that you have a professional team in-house, or outsourcing your marketing to an agency that can provide this is really important.

6. The customer’s still king (so respect their privacy)

Fail to respect your customers’ privacy and it can have huge consequences, something many organisations have discovered over the past few years. Ultimately, when it comes to providing a great service to customers, the customer is king, and your marketing function needs to reflect this.

Whether this relates to how you use the data you have, how you share it, the security measures you have in place, or your adherence to regulations like GDPR — remember that your reputation and the goodwill of your current and potential clients is on the line. B2B marketing is about playing the long game and you need to make sure that you treat your clients’ data carefully throughout.

2020 vision for your marketing

Knowing what’s happening in B2B marketing isn’t the same as being able to capitalise on it. It’s important that you make sure you have a great marketing strategy in place in order to stay ahead of your competition and keep your customers engaged.

If you need help with this, or would like to speak with a member of our team about your marketing, please get in touch.

In today’s climate, where content rules the world and SEO rankings can make or break your business, marketing is becoming an attractive venture for many entrepreneurs.

This also means that marketing agencies have quickly become ten-a-penny. Suddenly businesses have thousands of digital and content marketing agencies to choose from, all offering broadly the same set of services and all promising the same impressive results.

Finding a diamond in the rough can be an exhaustive process and often involves stubbing your toe on a number of glamorous-looking rocks.

To make the process a little less arduous, we’ve written a quick guide featuring our top three indicators that sit outside the realm of standard service-offerings and suggest that your marketing candidate can deliver on your business goals.

Walking the walk

The first, and arguably most important, feature you should be looking for in a marketing agency, is irrefutable evidence of their successful relationships with clients and sound methodology.

Imagine stumbling across an agency’s website — their web design is eye-catching, and their service pages are packed with attractive offers: “Your business will see massive sales increases! Huge outreach capabilities! All for an almost unbelievably reasonable price!” But just because they’ve written this, it doesn’t mean they’re going to give it to you.

If you find yourself trawling through a website to find any evidenced examples of an agency’s good relationships with previous clients then, the chances are, they haven’t got many.

When the smokescreen of salesy jargon and lofty claims clears, you need to see genuine testimonials from satisfied customers and not just the promise of success.

Talking your talk

You’ve found an agency with gleaming testimonials — what’s next? Well, a huge part of the marketeer’s job is to capture your business’ core messaging. They need to take your internal expertise and broadcast it. Without a true grasp of your business’ subject matter, your materials will lack authenticity and the impact will be lost.

Making sure an agency has the capacity to navigate your route to market is really important. Have they spoken your language before and, if not, do they have evidence of industry-versatility? You need a team that will work hard to understand your industry, your challenges and your customers, and you need them to get there fast.

Taking stock of an agency’s capability to reflect your company’s messaging and services is a great way to narrow your options further and build your confidence in the agencies that remain.

Conversation sells

Let’s say you’ve gone through the stages above and narrowed your options down to three agencies. They have one final hurdle to clear. Do they pick up the phone when you call? Did they respond to your email within 24 hours?

Responsiveness isn’t just about manners. It’s the ultimate indication for the nature of any future business you may do together. An agency that’s at the end of the phone when you need them is an agency that you can trust to be there throughout your partnership.

We’ve spoken to a number of frustrated clients who’ve walked away from agencies that would take upwards of a week to respond to a simple enquiry.

Using your initial contact experience with an agency to forecast their reliability for the future is a great way to help you finalise your decision.

A step in the right direction

All these factors are important when it comes to taking the leap and outsourcing your marketing. But for us, the most important thing is that it feels as little like a leap as possible. A guided step won’t keep you up at night.

Our team at asabell have a vast array of experience marketing in the languages of multiple industries and sectors. What’s more, there’s always a friendly voice at the end of the phone, ready to discuss your marketing options.

Visit our website or give us a call to find out if we pass our own test.

Crystal-clear marketing: bringing your project into focus

Have you ever stared at the same spot for so long that you completely lose focus? You find yourself facing a blurred smudge and struggling to recall what you were looking at in the first place. We often see this effect in B2B marketing.

It’s common that our clients are passionately involved in their projects and put so many hours into them that they find themselves too close be able to identify the pitfalls that may be holding them back. That’s where we come in. As an external agency we have the advantage of being able to step into your project with a fresh pair of eyes and guide you towards the most productive way forward.

When you reach out to us, we’ll begin by using this detached perspective to explore alternative approaches that may have been lost in one of those all too common ‘can’t see the wood for the trees’ scenarios. Of course, we’ll always adhere to your brand guidelines and overall vision, but we come ready to challenge your ideas to find the best route towards achieving your desired outcome. Having crafted and delivered marketing strategies for countless companies across many varying industries, we’ve seen our fair share of different directions.

From global telecommunications corporations, energy and utilities companies, multi-national food service companies, right through to construction consultancies, we’ve seen it all. We love the fact that, with each client, we find and deploy bespoke marketing strategies that can often be carried through to benefit our work with our next client.

As well as being well-versed in the languages of many different industries, we’ve also developed a full toolbox of marketing capabilities. We offer a comprehensive service that means you’ll only have to outsource your campaign to one agency — us! From in-depth competitor analyses right through to crafting and testing the finished project across your digital channels, we’ve got you covered.

If you’d like to see what a team of well-focused and unbiased eyes can do for your future projects then give us a call.

You’re at your desk staring down a mile-long list of high importance emails. You’re on the verge of launching a new initiative. At the top of the list, a pretty daunting marketing campaign awaits you…

With no in-house team to back you up and financial strains weighing in from every angle, ensuring your content reaches all the right places seems impossible. That’s exactly why we’re here to help.

We know that budgets are becoming increasingly tight and, more than ever, clients are eager to see exactly where their money is going. This is why, from the get-go, we promise to estimate your costs fairly and keep you in the loop with budgeting and timescales right through to the finished product.

In fact, our clients are pleasantly surprised by just how cost effective it is to work with us and love it even more when the final project comes in under budget, leaving money in the pot for their next endeavour:

“I found working with asabell a rewarding and painless experience, they understood the brief, delivered when they said they would, came in below budget (which is always a pleasant surprise), and were extremely flexible and professional at all times.” Sue Coughlan, Digital Content Manager, BT

How do we achieve this? Well, we’re a company built on expertise and highly-personalised marketing. We’re not writing to you from a London office block whilst reclining on a plush leather sofa, cradling a flat white and watching our pet clown fish swim on by. Our office needs are simple and this keeps our overheads low. What we lack in expensive trappings, we make up for in finely-tuned skills. We work on your campaigns in small, closely knit teams comprised of sharp copywriters, innovative graphic designers and impeccably-organised account managers. For us, carefully-targeted precision and efficiency trumps mass-marketing, meaning we can keep our overheads and consequently your costs low.

You’ll find that it makes a lot more financial sense to bring us in to guide your campaign as and when you need us, rather than funding a full-time resource internally. In fact, our quick responsiveness means we’re effectively part of your virtual team. The difference is, you pay for our services only when you need them.

Discover what’s kept the same clients coming back to us for over fifteen years and get in touch so we can start your journey too.

Easy first steps to personalising your B2B communications

A personalised approach in B2B marketing enhances relationships and increases the likelihood of sales. But how do you get started?

What does it take for people to give away information?

One of the first challenges you face in B2B marketing is finding out information about your target audience. It’s a conundrum — people want to feel the company understands their needs and is addressing them on a personal level, but they’re reluctant to part with the information about themselves that will make a personalised approach possible. Fifty three per cent of B2B marketers state a lack of data is the reason they don’t personalise their content.

No one wants to put their personal information on a website without having some sort of connection to the product or company. Yet, in order to build that investment and trust, people need to feel they’ve received something from the company first. It’s a cycle that seems unbreakable, yet you can control this by making the first move.

Get going with personalisation.

The first, all-important steps to personalisation involve collecting essential data from those who visit your website. The more you learn about your visitors, the more you can personalise further contact with them.

Ideally, you’ll build up an initial picture of your visitor through the following data: name, email address, company name or website, company size and budgetary plans. However, it would be a very tolerant and trusting visitor who would give you all that information straightaway, so you’ll need patience and an effective strategy.

Take it step by step to build trust.

Start by creating a compelling piece of content such as a white paper or an eBook and ask visitors to share their name and email address in return for access. Remember the requirements of GDPR and include consent to use the data in an approved format. Then, put together a lead nurturing campaign, using those details, to strike up a dialogue. Remember always to offer something in exchange for more data. More great content expanding on the topic that sparked contact is ideal for this — perhaps offer a webinar as a second step, and to access it, your lead needs to enter their company size and URL.

Further content could unlock further information, until you have a comprehensive picture of your customers and prospects. It’s important to stay focused on achieving a deep understanding of your target audience and not get side-tracked into a profiling exercise. By breaking up data collection in this way you build trust and learn valuable information that you can weave back into the development of your website, for example, fine-tuning your CTAs.

The information that will allow you to create person-centred content and approaches is easily accessible, it just takes patience and the right strategy. If you’d like some more pointers on how great content can unlock your sales potential, then get in touch.

The past few years have seen a trend towards bringing marketing support in-house, often taking the form of creating an ‘agency’ hub within the business. It sounds like a great idea, having agency skills sitting just a couple of desks away — fabulous for stress-free working and rapid turnarounds.

But what happens when your internal resources are at capacity and requests for work are backing up? Lead times get ridiculous and you really start to feel the bite as you can’t get going on important marketing activity.

What if you could just pick up the phone and kick off a project then and there, knowing that you’ll get the fastest possible turnaround?

We treat every client as though they are our only client, with the responsiveness to match. The first thing we do is to allocate a dedicated account manager to you, someone who will make sure your work is prioritised and completed to agreed timescales. And we say that fully understanding that sometimes there’s just no avoiding extremely tight timings on a project. We combine a can-do attitude with finely-honed management skills to deliver high-quality results in the shortest space of time.

You’ll want to stay close to how things are going, too. We know that running a project can be stressful, so we make a point of giving regular progress updates and always get back to you promptly. In fact, the asabell way is to work as part of your virtual team — as though our desk was next to yours and you could lean across and ask your questions as they crop up.

You want a responsive resource who can deliver great results to your timescales, and we want to support your content marketing and social media marketing needs. Get in touch to find out how we can make this happen.