B2B Marketing: 9 Keys Of Direct Response Marketing
The foundation of all good B2B Marketing:
Knowing what niche is most profitable for your business – the people in this niche are your Gold Clients.
Once you know who they are, then every Marketing Communication must contain these points to be effective and profitable…
- The offer – this should appeal directly to your narrow niche of Gold Clients. The whole point of the offer is to capture their contact details so you can start a relationship
- A reason to respond now – otherwise most simply won’t.
- Clear instructions – a single clear path to action. This path should nearly always lead to providing them with information and not a sale (just yet).
- An automatic follow-up – consistently follow-up all leads and referrals. Lack of follow-up is probably the biggest mistake that people make when advertising their small business.
- Tracking and measurement – done by mostly automated systems so that you know which of your marketing pieces work and which don’t. You can then focus your attention to get the results you want.
- Strong copy – you need sales copy that commands the attention of your future Gold Clients and persuades them to take action now. Lead Creation is rare in that we offer our clients great copy as well as providing all the other pieces you need to market effectively.
- Sales are all that matter – repeat: sales results are all that matter. Branding is a nice by-product but is of little value to a small business with hundreds of direct competitors.You are simply too small for it to have any impact in an incredibly crowded market. You don’t even need to think about trying to create a brand that is well-known, because it’s simply unrealistic. What really matters is the excellent service clients get when your marketing system brings them to your door. Great service is what really sells your small business to future clients, primarily through referrals and the all important testimonials.
- Know your maths – work out the Lifetime Client Value (LCV) of your Gold Clients. Once you know the value then you know what you can afford to spend in marketing your small business. Remember that a key part of this lifetime value is the referrals to other Gold Clients that they will give you. Note that most people when looking at marketing seem to believe that you must make a profit on the first sale – which can be very self-defeating given the LCV is often extremely high.
- Attraction is proportional to the strength of your repulsion – How easily you attract Gold Customers is proportional to how fast you are in rejecting all those that aren’t Gold. For example, if you are a financial advisor and only want to work with people who have invest-able funds of over $500,000, the right messages will automatically filter out those with less.
More importantly, the wealthy with funds to invest will be more attracted to you as they will see you as more able to solve their problems. They will see you as a specialist for people just like them, and this is a very powerful attractor.
Follow these nine steps and marketing your small business will be so much more effective and profitable!
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Cheers, Toby [C57]
Toby is the founder of the B2B Marketing company: Lead Creation
