0

Wake up Your Sleeping Prospects

IMPORTANT: You should be taking these steps at the front end of your sales approach so that you don’t get to this point. However, sometimes the sleeping- prospect syndrome still happens.sleep-264475_640

1. Make a list of all the important questions (you didn’t ask). We get so excited when we see a new opportunity that we forget this is a business transaction. We need to have just as much information to make sure that this is as good a fit for us as it is for the prospect. Be sure to ask these questions at the beginning of every opportunity.

a. Budget: Ask, “What is your budget?” People are afraid to discuss money with their prospects, but this is a vital part of the process. Another way to ask is, “Do you have a budget to support this endeavor?”
b. Decision: Ask, “Besides you, who is part of the decision-making process?”
c. Timeline: Don’t ask, “When do you want to begin?” Instead, get buy-in from the prospect by asking, “In a perfect world, when would you like this product delivered?” By answering that question they are already visualizing the end-result you’ll deliver.
d. Criteria: Ask, “What criteria will you use to move forward in choosing me as your vendor?” “How are you going to make that decision?” “What are the components of the decision- making process for you?”

2. Personality. Can you identify with the prospect and the type of personality you are selling to? It is important to match your approach to your prospect’s personality type. (Research “DISC” to become skilled at recognizing personality types).

3. Don’t pressure the prospect. Everyone is feeling enough pressure right now; additional pressure from you will only make them run. Besides, you’ll start to sound anxious, and no one wants to do business with someone who is desperate.

4. How can you add value? If people do not feel as though they are receiving a good deal, you are not going to get their business. What are you offering that your competition isn’t? Can you give them something more?

Also, how is your product or service presented or packaged? Are you presenting it as a value-added benefit, or are you simply saying, “I am going to give this to you for free”? How you say it makes a difference. People don’t necessarily want to hear that they are getting something for free. Instead say, “You are valuable to me and because of that I am including [x] …”

5. Pick up the 30-lb telephone and call. Don’t hide behind email! Nothing beats having a real conversation with someone. Which leads right into Point #6 …

6. Clear up the silent confusion. When you do get the prospect on the phone, apologize for not being able to connect with him. This immediately relieves the stress and puts the ball in your court. Say, “Since I haven’t spoke to you in a while, I just want to let you know that my reason for calling is not to move the project forward. I am assuming you’ve already chosen another vendor, and I just want to make sure that I can keep you on my mailing list. Is that okay?”

7. Go for the assumptive “no” and allow the prospect to tell you otherwise. When you hear that he’s not made a decision yet ask, “What additional information do you need from me in order to feel more comfortable in making your decision?” This question will also help transition into the important questions from Point #1.

Let’s say that your prospect still isn’t budging. You’ve done everything but send a smoke-signal, and you still do not get a response. What do you do?

8. Get creative. No response via telephone? If it is appropriate for the prospect, send an attention-getting message. Send a shoe labeled “Trying to get my foot in the door” or a jam and muffin basket with a tag reading “I’m in a jam and really need to speak to you.” Your prospect will respond to you – guaranteed.

9. When all else fails, keep them on your mailing list. I have personally experienced a situation where it has taken me over a year to gain a client’s business. They just weren’t ready to make a decision. Keep them on your mailing list to continue the conversation.

0

Is your Elevator Speech making you money?

Your hands are sweaty. You are standing awkwardly between your chair and the table. You silently clear your throat and quickly decide which version of your 30- second commercial you are going to recite.

It’s your turn to stand up and give your elevator speech to a room full of people that you know darn well will most likely not pay attention to what you are saying. They’re too busy thinking about what they are going to say or whispering to their neighbors.

Oh the joys of networking luncheons. Yeah, we’ve all been there before.

After attending a recent networking event, I began to wonder if an elevator speech is even necessary. I knew the answer. Of course it was necessary. I realized that I needed to get excited about giving my 30-second commercial. After all, if I wasn’t conveying interest and excitement in my work, how could I expect to peak someone else’s interest?

I began researching 30-second commercials and elevator speeches on the internet and came across a pretty cool video on YouTube.

While the video narrator suggests the reason for an elevator speech is to gain interest from investors, I believe you can use your elevator speech in a variety of ways including:

• Introduction at Networking Events
• Marketing Materials
• Newsletters
• Blogs
• Email Signature Line
• Back of Business Cards

Are you excited about your 30-second commercial? Do you incorporate it into any of the above-mentioned items?

If you are refining your elevator speech and would like a copy of the Six Questions Your “Elevator Pitch” Must Answer delivered directly to your inbox, fill out this form today!

0

Happy Mother’s Day!

Einstein Marketing Group is proud to be a successful business that operates because of several hard-working women who also happen to be MOMS. What better week to highlight the amazing women of the EMG team!

Our “About Us” page states:

 The foundation of all successful businesses is a solution to a problem. If marketed correctly, this solution can take you places you never imagined were possible.

Couldn’t our philosophy for business also be applied to the all-important job of being a Mom?

We asked our employees, “If a genie in a lamp could grant you three wishes this Mother’s Day, what would you ask for?”

Julie Taylor, Owner & President, and mother of one: 

·         Sleep!

·         Membership to a CSA

·         Day at the Spa

Kerry Weber, Director of Online Marketing, and mother of two:

·         Sleep!

·         For my kids to get along every single day for the rest of their lives

·         No more gray hairs

Lisa Zisko, Social Media Manager, and mother of one:

·         To have more than 24 hrs in a day

·         To remember beautiful memories more vividly

·         To get more sleep!

Clearly, our panel of working Moms would not be where they are today with the help of caffeine! So, what are you wishing for this Mother’s Day

Are you wasting money on ineffective marketing campaigns? Einstein Marketing Group can solve that problem. Smart businesses deserve a genius marketing team. We’d like an opportunity to become yours.

Follow us on Twitter to get daily marketing tips!

 

0

Is your Message Being Damaged by the Medium?

Every marketer knows that in 2014, content is king. However, a recent report by the Content Marketing Institute claims that only 36% of marketers who use content feel that they use it effectively. So, what are the other 64% doing wrong?

The experts at socialmediatoday.com claim the problem is not that marketers aren’t producing great content, it’s just that they “lack a distribution strategy.” There seems to be a huge disconnect between being able to write an effective marketing campaign, and then knowing how to properly distribute the message. While your content may in fact be great, the medium you’ve chosen could be totally wrong.

Dead End

Is your message going nowhere fast?

So how can this be corrected? The answer is simple: Select your distribution channels as meticulously as you’ve chosen the words of your campaign. More simply put: If your clients aren’t on Facebook, then stop wasting time on Facebook.

Socialmediatoday.com says we’re spending too much time and money creating content, and not enough time or money figuring out how to broadcast it properly. Perhaps you don’t need five blog posts per week. You just need one or two blog posts that are strategically positioned into the proper mediums where the message is guaranteed to reach your target audience.

Don’t get caught up in the social media trap of trying to be on every network at the same time. No two social sites are alike, and thus should not be treated as such. You need to figure out what is going to be a best fit for your business.

For more information about identifying the proper social channels for your products and services, and to find out how to build exciting marketing content that will support your sales efforts, contact Einstein Marketing Group today!

0

Social Media Daily To-Do List

What does executing your social media marketing plan look like each day?

If you can’t answer this question, then you might need to reevaluate what you are doing. Social Media Marketing requires a DAILY commitment to performing several key actions in order to yield a result. Here’s our Ultimate To-Do Checklist to guide you:

Step 1: Read Your Feed(s)
Spend 15-20 minutes reading 1-3 of your most important social media feeds. While you don’t need to be on EVERY social network, you need to be on the ones that make sense for your business. You should be following accounts that also relate to what your do and those most relevant to your industry and clientele.

Fifteen minutes is the minimum amount of time it should take to read, favorite, share, and find others to follow.

Why is this step so important? This is what will humanize your brand.

Step 2: Respond
You also need to take at least fifteen minutes each day to respond to direct messages, comments, new followers, mentions or shares.

Why is this step so important? This is how well liked brands provide excellent customer service.

Step 3: Catch up on the news
You need to spend a few minutes reading the headlines of news sites to make sure you are aware of what people are talking about. Then, evaluate if your brand’s social marketing messages need to be adjusted accordingly in order to be relevant with the days trending topics. Be sure your pre-scheduled messages will not be perceived as offensive in the wake of a big news story.

Why is this step so important? It makes your brand both relevant and relatable.

Step 4: Monitor Engagement
Actively posting on social media is only one part of the process. You also need to take time to look at what is resonating with the audience. What are people clicking on? Which social networks drive the most traffic to your website? What post got the most “likes?”

Why is this step so important? It helps you to tailor content and mine leads.

Step 5: Analyze your Hits & Misses
At some point in your day, look at what worked and what didn’t. In the past 24 hours, what posts got more shares, clicks, or comments than others? What was the total “reach” of your page(s)? Is there content from a month ago (or older) that is still generating engagement? What trending topics have fizzled?

Why is this step is so important? It will help you to write better content and improve your brand’s reach, reputation and most importantly: bottom line.

For this and more information about setting up a successful social media marketing plan, please visit our website today!

0

Mining Actual Leads on Twitter

There are several lead-tracking tools on social media that you’ve been ignoring. In 2014, you can’t afford to ignore them any longer.

Use The Tools Provided
Having a 1 or 1,000 followers or fans will do you no good if you aren’t looking at which ones could be buying your products and services.

Obviously, building a larger following organically is good for establishing credibility. However, realistically what are the chances all of those people will be buying from you? Unless you’re a huge conglomerate like Amazon or Target, it’s unlikely that each one of those thousand of followers is an actual customer – yet.

So, the next step in your social media strategy is to closely target those individuals who you can tag as actual sales leads. We suggest you then create a separate Twitter list of with those accounts you’ve identified (see fig 1).

EMG Twitter

Create lists on Twitter

Then, monitor their social activity. What topics do they respond to? What matters to them? Most importantly: engage with them. Post content that is relevant to their needs. Remember: selling isn’t about you, it’s about what you can do for them.

The same principle can be applied to Google+. You can create different “circles” for grouping your connections, then share your content to just those specific circles (see fig 2).

Tailor Content to specific circles

Tailor Content to specific circles

Tailoring your content is key to getting your virtual foot in the door, and getting the customer to actually care about what it is you’re selling.

Another social tool you might be underutilizing is: hashtaging. We’re not talking about what key terms you hashtag, but rather suggesting you actually listen to what others are saying.

Being able to understanding and identify what your potential customers are focused on and trending is a huge step in being able to connect with them emotionally on social media. So, go through your follower lists, identify the top leads, and write down what it is they are talking about. What current trends, keywords are they singling out? Then, show them how you can relate. Remember, we know this to be true: customers buy from brands they trust.

So, tell us: What are some ways you use social media for lead generation? We’d love to hear from you? Comment below! And for more insight into using your social media accounts to mine existing leads, please visit our website http://www.einsteinmg.com

0

The Latest Updates for Facebook Marketers

Have you noticed a drop-off in reach on your Facebook business page recently? There’s actually a solid reason this is happening – and it has everything to do with the new way in which Facebook is now ranking marketing content.

Facebook found that text status updates of users generated more engagement from other users. So, it made sure you are now seeing more updates from your friends. However, text updates from business pages don’t generate quite as much engagement. So, the new algorithm is hiding them. Now, your company’s updates might not always be visible where they were once seen by all of your fans.

This latest algorithm change is only the latest development in a trend where organic reach is declining. Why are social networks making it more difficult for marketing messages to be seen? Because they are seeking out more ways to monetize their valuable advertisement space. Businesses who previously used Facebook for “free” advertisement are now having to consider buying “sponsored” updates or paid ads in order to be seen.

Enhancing Your Visibility

There are still “free” ways to boost visibility and engagement on your Facebook page. The more newsworthy content businesses can post – that is content with links or pictures – gets weighted more heavily in newsfeeds. Consider this when you are planning what to share.

Also, now Facebook embeds a photo for every link you post from a company page. Again, since the site insists that photos generate more engagement — such as likes, clicks, comments, shares – so make sure the photo attached to your link will only be enhancing your content.

Facebook

Getting actual reviews on your Facebook page can also help boost reach

Contests are also a great way to boost visibility and engagement. By offering an incentive for followers to post a picture, comment, like or share, it will boost your page reach and overall newsfeed ranking over other content.

For this and more information about creating engaging content on Facebook, please visit our website http://www.einsteinmg.com

0

Reviewing the Newsmakers of 2013

Three things were huge in 2013: mea culpa’s, video, and social media.

Let’s recap the biggest stories and breakthroughs of the past year that revolved around these three key elements.

The Year of Social Media Apologies
JCPenney apologized with the hashtag “JCPListens” after their much publicized re-branding failed to impress loyal customers. Before that, it was fast food giant Burger King who apologized after their Twitter account was hacked and replaced with promotions for archrival McDonalds. The lesson learned: Social media provides multiple ways to say, “I’m sorry.”

DiGiorno proves it IS delivery that matters
In early December, the pizza maker took a shot at live-tweeting some comedic anecdotes during NBC’s broadcast of “The Sound of Music.” The Twitterverse loved it, and DiGiorno gained lots of new followers and re-tweets from their spontaneous decision to jump on the #SoundofMusicLive bandwagon.

Vine logo

Vine took over social media in 2013

Videos Change the Social Media Game
Vine and Instagram took social media to a new level, giving us the option to share a status update or broadcast an idea with video. The world now has 6 seconds to be creative and dynamic on Vine and 12 seconds to tell a story on Instagram. This model fits perfectly with our shortening attention spans. In 2013, it made videos totally addictive and wildly shareable.

For this and more information about marketing ideas and ways to use social media to enhance your business, please visit our website today!

0

Marketing trends for 2014

With only a few short weeks left in 2013, it’s time for marketers to predict which trends will continue to gain steam in 2014.

Show me the picture
It’s safe to say as smart phone screens and tablets get bigger and bolder, our love of visual-based marketing campaigns will continue to boom. Pinterest, Instagram, Tumblr, Slideshare are here to stay, and will only to continue to increase in popularity as consumers crave more pictures and less clutter.

Marketing

Marketers must look to capture the attention of a mobile audience in 2014

Everything can and will be done on a mobile device
It’s not just our attention spans that are becoming limited, but our time as well. And that goes for having no time to actually log on to a computer. Consumers want to be able to see, hear, and just about touch anything they can from their mobile device. Marketers should continue to create mobile-ready content if they want to make the customer happy.

Lights, Camera, Action!
Video marketing went from being something that was only produced by the heavy-hitters to the new norm for everyday businesses. Products like Google Hangouts, Vine, and Instagram started offering video platforms that were wildly popular in 2013. Coupled with advancements in webinar technology that allow us to live-stream HQ video from just about anywhere, marketers will continue bringing video content to the masses.

For this and more information about marketing trends in the coming year, please visit our website at http://www.einsteinmg.com

0

Marketing Budget categories you can’t ignore

Creating the perfect marketing budget is becoming a more complicated process each and every year. There are so many aspects to consider when trying to determine where those almighty dollars should go.

Marketers have to consider future costs for: website design, PPC, sponsorships, social media initiatives, market research, PR, traditional marketing and so much more. The good news is, we now have more sophisticated analytical tools than ever at our fingertips, and that makes it’s easier to determine where your biggest ROI has been.

While some of these categories may be subjective depending on your market and objectives, we think there are some line items that should be a priority in EVERY marketer’s 2014 budget.  They are:

Content Development

SEO

Analysis software

Getting your business found on search engines is a MUST in 2014. In recent years, changes to Google algorithms have been an SEO game-changer. Now, to continue ranking high in the SERPS you must to have great content, PERIOD. And that means putting dollars towards getting it.

Marketers need good content

Content development should be a huge priority in 2014

Another priority should be SEO. While this area of marketing is in the same family as content development, we consider it a separate budget category because there are other elements that go into it. For example, you have to paying a web developer to make sure your site pages are optimized, and use a strategist who knows the best keywords to implement in social profiles. There’s also the time and research it takes to learn how to maximize new social sharing channels, and the latest option for marketers to now purchase paid/boosted status updates.

You also have to consider what analysis software to purchase for 2014. The free stuff, like Google Analytics, is great. However, you might also need to upgrade your email newsletter service provider package to include more files and attachments, or to get better metrics on click reports. You might also need to upgrade any LinkedIn accounts to get a better idea of how many people are viewing your profile.

So, what do you think are the biggest budget priorities for marketers in 2014?

For this and more information about prioritizing your marketing dollars, please contact Einstein Marketing Group today!