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B2B Content Marketing

Is it Actually TRUE that Investors don’t spend time online?

 

The short answer is NO it’s not True.

Investors are online just like the rest of us.

And how could they not be?  Just like you they need to stay on top of industry news, finance news and market forecasts.  Where is the best place to get this info…? ONLINE!

Phones, computers / laptops, tablets, social media, etc.  They are there.

 

But the bigger question is what are they doing online and how can you as an investment firm effectively get in front of new investors.

 

Today we’re going to give you one way that works all the time / every time… Promote Your Offering to Generate New Investor Leads.

 

Promote Your Offer to Get New Investor Leads

You want to make sure you get in front of qualified investors so you aren’t wasting time & money, and you also want to ensure that what you have to say is enticing enough to make those qualified investors, High Net Worth Individuals (HNWI), UHNWI, Family Offices, HNW CPA Firms, etc. engage with your offering.

 

To make this happen there are 5 things you MUST do

  • Have a good looking and easy to understand Pitchbook or Prospectus as a PDF
  • Create a landing page on your website that promotes the offering and has a form to download the pitchbook / prospectus (ask for contact info & qualifying details)
  • Create Ad Campaigns that target…
    • High Earning Job Titles, Individual CPA Firms, Family Office employees, etc. in your target market on LinkedIn
    • Target investor publications on the Google Ad Network
    • Retarget visitors of your site on Facebook and the Google Ad Network
  • Use an Automation solution such as HubSpot to track investor engagement

 

As this runs you’ll get new investor leads and identify who’s interested in your offering from existing leads by observing their behavior in the Automation / CRM solution.  Who downloaded, who’s visited your site, who’s opened additional emails, etc.

These are your hottest investor prospects for the deal and when you see them engaging it’s time to prioritize your outreach to those investors.

 

If you want to read more on how we approach marketing for Private Equity Firms check this page out http://acumenstudio.com/private-equity-marketing/

 

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Project management tools come and go. There are those that work for a while and then they lose their value as your workload increases and the functionality does not meet your needs. This is why I keep my project management starting at a basic old school technique of my trusty notebook and pen while using the Wrike project management platform.

 

As 2019 rolled around we gained a handful of new clients and that meant my workload doubled within a short amount of time. In order to keep up with the fast pace of an increasing workload, I continued using my notebook and list system to keep track and prioritize items that I had to check and follow-up on in Wrike.

 

The 6 steps I take every morning to manage daily tasks

  1. Make coffee (the most important step)
  2. Sit-down and go through emails
  3. Make my to-do list
  4. Discuss priority items with specific team members
  5. Go through current Wrike tasks for clients and check-in
  6. Create new tasks in Wrike and assign them out.

 

Repeat this step as needed and daily. It helps me keep track of progress and what is moving forward or on hold. Missing those important emails in the sea of subscriptions and newsletters will push you back in progress on projects. Not everyone works in the same time zones, some people get started on work super early, and some work late into the night.

 

It is also important to understand that when managing multiple clients with various projects, that not everything can be done at once and that prioritizing is important. Each project has its differences, but the best thing to do is to sit down, organize, and get things together before seizing the day. Think strategically about how the workflow will play out for not just you, but your team as a whole.

 

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Is your primary buyer a commercial print company?

If so read on.

 

It isn’t a question of whether or not they need your products and services. They do.

Maybe they need it now, maybe they’ll need it later, but the fact is they’ll still need it.

So the fact is you know you need to be in front of these printers when they are most receptive to seeing your message.

 

But How the heck do you do that?

It’s actually pretty simple…

  1. You have to run ads
  2. Know what they are searching and asking online
  3. Publish!!!

 

Run Ads to Target Print Companies

We know the initial thought of running ads can be tough if you haven’t been running them, have never run them or ran them unsuccessfully in the past.

But the fact is that running ads is critical to ensuring you get seen by the decision makers at these print companies.

 

Here are things that you NEED to do so that ads are successful for you

  • Run LinkedIn ads to get in front of decision makers at print companies by targeting the Print Industry paired with the job titles you want to connect with (CEO, COO, Ops, etc.)
  • Retarget the visitors of your landing pages (built for the LinkedIn ads), visitors to your website, and uploaded leads lists on Facebook and Google.
  • Run highly focused paid search ads targeting very specific keywords (we get it, this one is a little harder to do, but not for us)

 

Know What Printers are Searching for & Asking for Online

This will be the core of your content strategy and it works REALLY Well!

You’ve probably heard of keyword research, but this goes well beyond that.

Initial keyword research is great to get a macro idea of how and what people are searching for but once you pair that with social media research to identify the actual questions being asked about the products, services and solutions that you solve for then it all becomes very clear as to what you need to create.

 

Again, here are the things that you NEED to do so you can create content that converts

  • Do Keyword research using Google, MOZ, SEMRush or whatever tool you can
  • Expand the KW Research to social media and search industry publications, Quora, Reddit and other community sources to find the question being asked that YOU are the answer to
  • Turn those questions and answers into content that can be used across the web

 

Publish Your Content

Take that content you just developed and make sure it includes these elements.

  1. Blog Posts
  2. Updated Webpages
  3. Social Media Posts
  4. Campaigns
  5. Emails

 

By doing this it ensures you stay in front of your target buyer all the time, saying the things you KNOW they need to hear and when they are ready to buy you’ll be the first person they talk with.  Guaranteed!

 

If you want to talk game plan, contact us and we would be glad to tell you more and give tips on how you can dominate the market.

 

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You are working on reporting for a client and you open Google Ads to look at the conversions for the last 30 days, the cost per conversion, etc. You then go look at All Conversions by going to the tools section, measurement then conversion expecting to find the conversions you set up. But instead, you find these new Google Hosted local actions that are generating a higher number of conversions.

 

If you’re like most digital marketers, you were in that situation and found these new conversions in your Google Ads account. Sure, the more conversions are great but if they aren’t an accurate representation of the work you are doing, you probably don’t want them being reported on.

 

That’s the position we found ourselves in, however, we have not successfully found a way to remove these without contacting Google support OR even figured out how to get these conversions to show up for all of our accounts. So that leads me here, writing this blog on how I think these might show up in some accounts but not all and what they mean.

 

Here is Google Ad’s explanation on what each of these conversions means https://support.google.com/google-ads/answer/9013908?hl=en

 

Depending on the company, some of these conversions will be more helpful to you than others. For us with B2B, the only one of these local actions we would justify as “accurate” and “relevant” is website visits.

 

After a lot of digging, I found that the accounts with these Google Hosted local actions (sometimes) only show up if their Google My Business is linked with their Google Ads as a local extension.

 

The accounts showing these Google hosted conversions were linkedin Google My Business under linked accounts.

Google My Business Linked Accounts Linking Accounts

Be careful, because even if you think the accounts are synced, they may not be linked. After adding a local extension for an account, that business showed up in this section. BUT, still do not have the Google hosted conversions showing up in the Google Ads account. *eye roll*

 

So here we are. Still reading forums and asking questions to try and figure out how these conversions show up in some accounts and not others and how or if they can be removed.

 

These are the things that keep marketers up at night am I right?!

 

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Do you know your target customer?  I mean REALLY KNOW who that customer is?

It’s very likely that you actually do, but the issue with ROI for most businesses when running ad campaigns online is that they don’t know how to target those customers online.

85% of B2B Marketers say they know their target buyer, but only 60% are confident in knowing what or how to get in front of them online.

 

Here we’re going to talk about the specifics of how to ensure your B2B Ad Campaigns are successful and a big part of that is your targeting.

 

Let’s explore how to effectively target these customers and how to identify what content to create and use when running these ad campaigns.

 

B2B Ad Campaign Targeting

Ensuring you are getting in front of the right people.

You’ll see higher ROI, eliminate wasted ad spend and have something that actually works!

 

Listed below is our recommended approach for a B2B ads targeting model.

 

LinkedIn

  • Defined Demographics (geo, age, sex, job title, etc.)
  • List(s)
    • Customer Email List
    • Leads Email LIst
  • Retargeted Website Visitors

 

Facebook

  • Defined Demographics (geo, age, sex, job title, etc.)
  • List(s)
    • Customer Email List
    • Leads Email LIst
  • Retargeted Website Visitors
  • 1% Lookalike Audience(s) *after you’ve found a message / offering that works

 

Google Ads

  • List(s)
    • Customer Email List
    • Leads List
  • Retargeted Website Visitors
  • Retargeted Website Visitors
  • Similar Audience(s) *after you’ve found a message / offering that works

 

It’s important to note that using audience expansion targeting is not recommended until you’ve found a message and offering that works.  This will ensure you don’t waste ad spend as you grow outside of the most accurate targeting options.

 

How to Identify What Content to Create for B2B Buyers

This is extremely critical to the success of your campaigns.

In most cases B2B companies know what their customers need and are looking for.

And again most of the time you can just create that content. (you need part X and we have part X, let’s work together)

 

But you can only say that so many times before people start ignoring it.

 

Do this to find new content that will get your customers thinking about you and buying from you more often.

  • Do Keyword research using Google Keyword Planner, SEMRush or the MOZ keyword tool
  • Use that keyword research to look at publications, Quora,Social Media and Reddit to find the questions and answers being asked and given in the marketplace
  • Write posts, articles, white papers or make videos on those keywords, questions and answers

 

Doing these two things will give you exactly what you need to get more traffic, phone calls, leads and more sales!

 

Learn more B2B Content Marketing Strategies & Tactics here: http://acumenstudio.com/b2b-content-marketing-agency/

 

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Google Plus social network will be shutting down soon from security issues and lack of use. Google Plus has been around for seven long years. When Google Plus first came out Google had employees use it and wanted them to encourage others to use it.  Google+ even influenced search results to get more people to use it. For a short time the more +1s a company received the higher their rankings started to climb, until Google slowly stopped pushing Google+ then less Googlers were posting on Google+. Some people liked Google Plus and others absolutely hated it causing a slow death to Google Plus.

 

Google Plus Data Breach Killed It

Google Plus data breach was the final straw in killing the Google+ platform.  Here’s how it happened, in 2018 Google started Project Strobe reviewing third-party data access and privacy controls. Project Strobe discovered users were not using Google+ and discovered data privacy issues with APIs. That’s when Google discovered the bug and patched it right away. However, they still covered it up and never told anyone until later. This affected 500,000 Google+ accounts with 438 applications using the APIs. Although, Google didn’t find any evidence of Google+ user data being abused they decided to end Google+ and put it to rest.

 

Project Strobe top four findings are:

  1. Consumer Expectations and maintenance. Google+ wasn’t meeting consumer expectations and the challenges of Google+ APIs were complicated.
  2. Consumers wanted more control over the data they share. Google is implementing more control over access. Instead of one screen of requested permission we will start seeing separate requests for each one.
  3. Consumers didn’t like granting access to apps to their data. It’s finally happening, not all apps will be able to get your information. Google is limiting the amount of the apps that can get permission to your Gmail information. Apps that enrich email will be the only ones authorized to get your data. This includes email clients, backup services and email productivity services from mail merge and customer relationship management systems.
  4. Call Logs and SMS permissions limited on Android devices. Android Contacts API will no longer be able to get your contacts list information.

 

Google+ Was Slowly Dying Before The Security Breach

Google+ was already dying way before the security breach.  Google+ consumer engagement and usage dropped with most sessions only lasting five seconds or less. Most people argue that Google+ is designed for Google and not the consumers. Google+ was dying, but the final death of Google+ was the security breach the bug that ended it all. Maybe, Google has something better up their sleeve time will tell.

 

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Have you heard this from a potential print buyer at any point in your career… “I’m getting a few quotes before I make my final decision.”?  Of course you have.

And it makes sense for a buyer to want to get quotes if price is a concern, which it always is at some level.  But the question is how many quotes do they typically get? And is there a way to convince them to just use you?

The numbers are in and the short answer is 3 quotes, and Yes you can get them to work with you most of the time.

 

There are a number of reasons why 3 quotes is standard which we’ll discuss here and how you can get them to go with you more often.

 

Why Do Print Buyers Get 3 Quotes?

The reason most people get three quotes is due to our psychology.  It’s natural to go with 3 because 1 is a mandate (your being forced to go with it), 2 is an ultimatum (and to a lesser degree feels forced), but 3 gives the decision maker control.  With three options a buyers feels they are making an informed decision based on their own due diligence which they can justify.

 

There are a number of other factors that bleed into this decision such as…

  • Consumer agencies telling you to have 3 options
  • Leadership requesting 3 options
  • And the scientific method step of experimentation uses at least 3 tests for each variant

 

But consumer agencies and leadership are influenced by the same things, psychology and science.

It makes sense to mix in a little of the science thinking on this because if your primary focus is on price then the 3 quotes can be equated to 3 tests of price and the quote with the lowest is the potential winner, same with other variables such as timing / deadlines, finishing or binding capabilities, etc.

 

These customers are testing the marketplace!

 

In addition to the three quotes there are typically three types of print buyers getting quotes.

Below are the paths they take when getting their quotes.

*We are excluding loyal customers who go nowhere else but you

  1. The Newbie
  • Search online
  • Search online again
  • Search online a final time

 

  1. The Less Informed
  • Quote from a company they know / work with
  • Search online
  • Search online again

 

  1. The Well Informed
  • Quote from a company they know / work with
  • Quote from a company they’ve heard of or gotten a referral to
  • Search online

 

How to Win the Quote Every Time.

AKA How can I close more deals / new customers / print projects

Here’s the really good stuff.

Now that you know the psychology of the buyer wanting to weigh their options it’s easy to use that in conversation.

But there are a few factors you need to deal with as you go in to close every lead that comes your way.

 

  1. Recency (or time to contact)
  2. Knowing what they want
  3. Having the knowledge to educate

 

Recency

Timing is everything.

If a lead comes through your website every minute you don’t contact that potential customer the less likely they are to become your customer.  This is true across all quoted businesses. It’s a Fact!

Same holds true for the phone.  Don’t let a message get taken if you can avoid it.

Pick up the phone by the 3rd ring

 

The sooner you get to them the better.

By doing this you’ll have the chance to close them before anyone else does and you can beat the 3 quote rule.

 

Know What They Want

This is obvious but easier said than done prior to contact.

There is a fine line between how much you ask for on a web form to not scare them off and then how much you ask for on the phone to get an accurate quote.

You don’t want to push too hard in getting information because it will feel like a burden to your prospective customer, but on the other side you don’t want too little so you don’t frustrate them.

 

So how do you do that?

On your quote forms ask for the type of piece they wanted printed and the quantity.

This will give you the perfect starting point and internally you should be able to have a go to range of costs that can be shared with them, but once you connect to get more detail now you can ask the few more questions you need to give them a fairly accurate quote.  Things like paper, finish, binding, etc.

And at this stage you can let them talk, because most customers will talk long enough to get the details you need.

 

Being Able to Educate The Print Customer

Now if you’re new to the industry this will be tougher and require studying on your part to become very knowledgeable, but you have to do it.

For the majority of us who’ve done this for awhile we have the go to knowledge to wing it and give them the answers they need for the most part.

But it’s a fact that you MUST be ready to answer every question the customer has in order to gain their confidence, trust and business.

 

This is where you can close the deal every time!

At this point you are able to tell them how you differentiate, what they’ll experience when getting other quotes in your market, the price differentials they will come across, etc.  Giving them all of this up front allows them to not have to go through the work of getting more quotes. You’re arming them with all they need to know.

 

Having PDF’s or videos explaining process, pricing and production are also HUGE helpers for you in this phase of the closing the deal.

 

The more you have and the more you know will dictate how much more you will close.

This too is a FACT!

 

Now that you know what the print buyer is thinking, how they intend to quote their project and what you’ll need to be their print partner every time it’s time to get back to selling! Go get it and make it happen.

 

If you want to read even more about marketing and sales for the print industry visit this page, it has a ton of other resources you can read, watch and download:

http://acumenstudio.com/print-industry-digital-marketing/

 

Contact us using the info below if you’re interested in hearing more about how we help companies in the Print Industry generate more traffic, more leads and more sales.

 

Call Us at 314-736-4434

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Last year we decided that we needed to find an organization that was making a Huge Difference in people’s lives that we could give back to by donating our money and our time.

We often get caught up in what we are doing… Increasing Visibility for businesses, Generating Leads, Getting them More Sales… but the fact is that we know the value of what we do at Acumen is really creating opportunities for people to live and enjoy their lives.

In 2018 we partnered with Good Meets World to find a that organization which matched our values and was changing lives.

After identifying a few non-profits that we believed met that criteria we held a vote at our office to choose who we would support for years to come.

The vote was in and our choice was clear… Friends of Kids With Cancer.

This organization makes it possible for families who have children with cancer to keep hope alive and make their time during the most trialing period of their lives a little easier & more enjoyable.  “Helping Kids with Cancer, Be Kids!”

We are honored to Give Back and excited to share with you in hopes of inspiring you to give as well.

Are you struggling to understand how B2B Social Media and B2C Social Media are Different?

Some marketers believes that there is no difference, but if you’re in the the B2B space then you know that is completely wrong.

But what is it about B2B Social that is so different from B2C?

 

John Bracamontes of Acumen Studio breaks down the strategic & tactical differences between the two in this video.

 

How is B2B Social Media Different From B2C Social Media?

In general it’s about providing different types of information.

But more importantly it’s about understanding your business goal and what you want Social Media Marketing to do for you.

For most Mid-Size B2B Companies the goal for Digital ( and  B2B Social Media ) is to generate leads.

This is where most B2C marketers fail because they don’t think like lead generators and sales closers!

 

Watch the Full Video to learn Exactly How they are different and HOW YOU can do this well for your company.

 

 

If You Want to Speak With Someone About Generating More Visibility, Leads and Sales for Your Company

Call Us at 314-736-4434

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