Twittering Like a Journalist - B2B Marketing and Sales Tip #246
I came across a great post by Ann Handley on Mashable, “Everything I Need to Know About Twitter I Learned in J School.” She goes over 8 mantras she learned in journalism school and how they apply to Twitter:
1. Make every word count
In traditional news journalism, and on Twitter, you only have so much space. On Twitter, of course, it’s a mere 140 characters. As I learned in journalism school, writing short is a lot harder than it looks. It’s a lot more work to choose your words wisely, and be concise, than it is to ramble on luxuriously.
Keeping a tweet really short – like close to 85-100 characters – also makes your tweet more “Retweet Friendly,” since it allows a little wiggle room for forwarding.
2. Keep it simple
The best news reporters tell a story simply and clearly. Similarly, don’t try to cram too much information into a single tweet. On Twitter, less is often more.
Also: Link directly to blogs or other online sources, and always link to the full story, rather than trying to juice up page views by, for example, linking to the home page. Shorten URLs through bit.ly or similar services. Most Twitter clients will usually condense your links, but I like bit.ly’s rich click-through and retweet stats.
Finally, avoid the temptation to fit more into a tweet by the liberal use of abbreviations. Such shorthand might maximize your character count, but they make your tweet read like a teenager’s text message.
3. Provide context
News reporters do this by plugging in some of the back story on any given news item. On Twitter, offer context by using keywords and hashtags, when appropriate, so that readers can more easily get the gist of a conversation, thread, or topic.
4. Lead with the good stuff
In journalism, the “inverted pyramid” style places the most important information at the top of any story, and then the ensuing narrative explains and expands on it. In other words, the first paragraph should contain enough information to give the reader a solid overview of the entire story. Approach sharing links or information on Twitter in a similar manner, giving the strongest and most compelling bit in the tweet, and then link to the rest of the story elsewhere.
5. Write killer headlines
Headlines “sell” a news story or a blog post much like a great tweet invites a reader to click. Author tweets that are short, punchy, and are compelling, either because they tell the reader precisely what you’re offering (”How to…” or “27 Ways…”) or because they’re clever or funny.
This applies to so much for B2B marketers - subject lines, blog posts titles, Press Release headlines, etc.
6. Graphics expand on the story
A good image or graphic complements a news story. Similarly, a picture on Twitter tells a story with far more impact.
7. People make things interesting
News reporters often focus on how people are affected by a given situation or event. On Twitter, it’s also the people that keep it interesting. That means talking to (or “@ing”) folks liberally, as well as adopting a conversational tone and community spirit.
And this applies even when you are representing a brand. This can be hard for B2B Marketers to remember but never forget that people buy from people. Personal outreach from your brand makes people feel like they are really connecting to someone.
8. Consider the reader
Journalists spend a lot of time coming up with the right angle for a story. On Twitter, be similarly thoughtful in your approach. The immediacy of Twitter might tempt you to dash off a tweet with little forethought. But if you respect your audience of followers similar to the way journalists consider their readers, you’ll spend more time thinking about what to tweet, than you will actually doing it. Believe me, your followers will appreciate your efforts.
A good question to ask yourself before you tweet - “Will anyone care?” If it is what you ate for lunch, probably not. If you ate the best buger of your life, maybe so, of course not if all of your followers are vegitarian.
For examples of each mantra be sure to check out the full article.
June 11th, 2009 | No Comments » |
Retweeting to Build Your Following and Your Brand - B2B Marketing and Sales Tip #245
Notice: If you are a professional Twitter user, you probably already know this tip so please take a minute to share your favorite Twitter tip with The B2B Lead followers.
Now for those just getting started on Twitter, here’s a simple tip on retweeting.
When you are just getting started on Twitter, building your following and having quality tweets are two of the biggest challenges. A great way to solve both is retweeting. See a great tweet? See something interesting worthy of sharing? Think that your followers would be interested in it, retweet it!
Proper Twitter etiquette dictates that you begin your tweet with RT followed by the original tweeters handle. Example: RT @ReachForce: Building a Sales Enablement Playbook Part 1 - http://tinyurl.com/qotz4f.
When you retweet someone else, they are likely to start following you and there is a good chance they will retweet you in the future. When you are retweeted, your message is now seen by a new audience also creating a situation where you could gain more followers and build your personal brand.
Looking for a specific topic to tweet about? Try searching for it on Twitter first. If it is a hot topic, you might see a few people with similar tweets. Be selective about who you retweet when building your lead generation Twitter brand. Think thought leaders in your industry, prospective customers, customers and partners. This will help with general awareness as well as help demostrate your participation and thoughts on the topic.
June 9th, 2009 | No Comments » |
Tips for Follow-up on B2B Content Offers - B2B Marketing and Sales Tip #244
Here at ReachForce we use a lot of best practice type content offers as part of our multi-touch outbound marketing programs. I’ve heard my sales team say more than a couple of times that they don’t seem to get a lot of traction with people from the content downloads. Even with prompt follow up, nothing.
After giving it some thought, I came to the conclusion that either people downloading content are in an education phase and aren’t ready to speak to a sales rep. or that these people consume information in a way that does not involve interaction…yet. Neither of these conclusions provided a solution though.
Then I ran across this blog post, Forgettable Follow-up on B2B Content Offers, from Ardath Albee at The Customer Collective. This one is a MUST read for all sales and marketing teams. Here are some of the highlights:
Here are some examples of how B2B follow-up becomes forgettable:
Example:
[Company] Hello, This is Sam from [Company]. I noticed you downloaded our paper on whiz bang issue 57 and I’m interested in helping learn more about how we can help solve your problem.
[Prospect] I’m just researching.
[Company] Well, do you have a project planned that we can discuss?
[Prospect] No, I’m just doing some research. [I knew I shouldn't have answered the phone.]
[Company] Okay, I’m going to send you some product information so you’ll have it on file for when you need it.
[Prospect] Thanks. You have a nice day. [click, buzz, delete]
Example:
Email follow-up message - Thank you for requesting the [Recognizable Name] white paper. As you may know, [Our Company] is a leader in [whiz bang whatever] and we sponsored the white paper. I’d look forward to learning what initiatives you’re working on to see if [Our Solution] is a fit. I’d like to schedule a fifteen minute call to discuss your goals in [whiz bang whatever]. Please let me know when is a convenient time to talk.
This is such a waste of time. Approaches like these do absolutely nothing to elevate your company’s trust level or credibility. Instead, you’re seen as self-serving and, ultimately, forgettable.
Now you need to give them a reason for continued involvement. Here are some ideas on how to improve the response to your follow-up:
- Have a business reason for the follow-up. Just touching base isn’t good enough.
- Have an additional offer ready that builds on their expressed interest. An exclusive report, an article not publicly available, an invitation to a webinar on a related topic, etc.
- Know exactly what they downloaded and be specific to help them make the connection. People are busy. They download a lot of things. Expecting them to remember yours when you call/email out of the blue is just silly. If your follow-up is in relation to content you sponsored, they likely downloaded it because of the source, not you. So have something compelling to say if you want their interest to transfer to you.
- Follow-up promptly. Waiting a month means you’re likely forgotten and someone else now has their attention.
DO NOT:
- Ask them to educate you.
- Put them on the spot.
- Be ignorant of the interaction that prompted the follow-up.
- Push product information on them. Lead with “blah, blah, blah” about your company
- Use buzz words and jargon in the description of your company.
- Forget to use a value proposition for the communication that’s all about them, not you. The key is to get the prospect to take another step with you because you’ve got something valuable to say or share that they need to know.
After reading Ardath’s post (which I again recommend reading the entire thing, there are more examples and tips) I immediately forwarded it to my sales team and I’m joining their weekly meeting today to make sure everyone “gets it”.
We write new content for many reasons but our #1 reason is to support lead generation programs that convert leads. Hopefully this helps and we see more content download leads in our opportunity funnel.
June 4th, 2009 | No Comments » |
Time for Summer School – Learn How to Move Leads Through the Funnel Faster
June is a big month. School is coming to an end, it’s the beginning of summer and vacation season is in full swing. For many businesses, June marks the end of the first half of the year and a slow couple of upcoming months.
With all of the summer distractions lead generation teams must have a plan to stand out in the crowd and be able to demonstrate value clearly and quickly. To help you jumpstart your thinking about your marketing and sales aligned programs and initiatives we’ve got 2 upcoming events you won’t want to miss.
June 4th, 3pm EDT – Join ReachForce and MathMarketing for a webinar to learn 3 strategies to better align Marketing and Sales teams to create a funnel that delivers.
We’ll also share a few surprising do’s and don’ts that debunk the classic understanding of the roles of Sales and Marketing. Things like: DON’T measure salespeople on proposals closed. Surprised? We were too.
Join us on June 4th at 3pm EDT to find out why successful companies DON’T use this as a metric and have increased growth as a result. Register Now
Then we’ll be in San Mateo on June 23rd -24th with Hugh Macfarlane, author of The Leaky Funnel, for a 2-day Funnel Academy. This 2-day in-person event will explore the following topics:
- Selecting a strategy based on the way your markets buy
- Aligning and allocating resources for multiple markets
- The buyer’s journey – understanding how buy and creating your strategy around your buyers
- How to build a model funnel and resolve disconnects
- How to plan campaigns that move buyers
Click here to learn more and to register.
For many businesses, the upcoming summer months can feel like they drag on forever. This summer use this time to set up for bigger success in 2009.
June 3rd, 2009 | No Comments » |
How Dirty is Your Marketing Data? - B2B Marketing and Sales Tip #243
According to SiriusDecisions, “The Company that markets with a healthy data-cleansing routine can realize nearly 70% more revenue than an ‘average’ organization, based purely on data quality.” Whether you love it or hate it, we all have a marketing database filled with web leads, customers and trade show lists.
If kept up to date, this database is invaluable to the success of our marketing campaigns. If it is used as a general repository of contacts and never cleaned up, your email bouncebacks/mail returns will be through the roof and your response rates will be abysmal. According to MarketingSherpa, 2.1% of contact data goes bad every month. This means each year almost 25% of your contact data gets dirty. Do you know which 25%?
Based on these stats, ReachForce has created a dirty data calculator to show you just how much of your data is dirty. See how dirty your data is now.
June 2nd, 2009 | No Comments » |
Repurposing Lead Generation Content You Already Have – Sales, This is a TIP for you too! - B2B Marketing and Sales Tip #242
Creating new content on a regular basis is tough and very time consuming. Here at ReachForce with almost everything we create we create a plan on how we are going to make use of the content in as many places as possible. Things like converting eBooks or whitepapers into blog posts and vice versa or using surveys for lead information gathering as well as trend mapping.
Well, nurture marketers and sales teams out there here’s a GREAT idea! I got an email from an Account Executive at MarketBright (see his picture below) that simply invited me to visit the MarketBright blog. Then he went on to list a few of the most popular posts. I thought this was brilliant. He wasn’t trying to sell me anything, well maybe he was in the last paragraph but it was subtle. He was just letting me know they had a resource I may be interested in. No customization was needed, just a simple introduction and a list of the resources. Easy as pie.
Here’s what the email looked like –
Ok, I must admit I think the picture is a little cheesy. But it did make me giggle so I guess it worked, it caught my attention. But otherwise, his hook worked. Now I’m sure with the MarketBright email tracking, Jon was able to tell what I was interested in and now he knows what to follow up with next.
If you have a blog, steal some content from there. Big change your prospects missed it the first time it went out. If you don’t have a blog, pull out highlights from eBooks, whitepapers, webcasts, basically anything else you have and put together an email that links back to each of these.
I’m stealing this idea and going to do something like this for our pipeline nurturing program. No selling from me, just trying to be resourceful for our decision makers and help encourage further interaction. Jon, your email worked. You caught my attention and I acted. Thank you for the great idea.
June 1st, 2009 | 3 Comments |
Building Your Brand on Twitter - B2B Marketing and Sales Tip #241
There is a lot of buzz abut Twitter out there. If you are just getting started it can be a bit overwhelming. I came across another great post on Mashable, HOW TO: Build Your Personal Brand on Twitter by Dan Schwabel. This post goes through six steps you should take to build your brand (personal or company) on Twitter.
- Claim your Twitter handle - stop what you are doing and claim it now. Even if you aren’t ready to take the next 5 steps you will want your handle there waiting for you.
- Decide how you want to brand yourself - Dan offers some good tips including creating a custom background
- Become known as an expert or resource - make sure you are optimizing your tweets with keywords as most people don’t read every tweet but instead look for keywords.
- Establish a Twitter marketing plan - this is all about making sure your Twitter handle is everywhere and anywhere like in your email signature, on your blog, on your business cards, etc.
- Utilize third-party applications - there are lots out there but many serve the same function and many will not be useful to you. Dan outlines the best ones for building your brand.
- Form a Twitter “Mastermind Group” - this is not right for everyone and I think is more for personal branding than company brands.
If you are just getting started, the point is to do just that, get started. Everyone should do number 1, you don’t want to have to try to buy it later. Then, go at your own pace to complete the rest of the steps.
May 28th, 2009 | No Comments » |
Sales Playbook Part 1 - B2B Marketing and Sales Tip #240
2009 is looking up and we’ve been very busy event planning, getting ready for a new webinar with Math Marketing (if you haven’t signed up, you can right here), and still working on our sales playbooks. Here’s where we’re at so far:
Current Issues Identified:
- The Sales team has too much information available to them and aren’t sure to how to use it
- Support materials not aligned with selling situations and buyer roles
- The sales process was not clearly defined causing missed opportunities
- New sales people need help with triggers that move prospects through the funnel
Next we assembled our playbook team and determined our mission to be:
Our sales playbook is going to ensure our sales team is armed and ready to have valuable conversations that help prospective buyers move through the sales funnel as fast and efficiently as possible.
Ok, now we are ready. We started with a list of questions and asked each sales person on the playbook team to think about some of their success stories and start by filling out the list of questions below.
Understanding the Buying Roles and their goals
- Who did you make initial contact with and how?
- Who else was involved in the buying decision?
- Who was the ultimate decision maker?
- What are they being measured on?
- What does success look like to them?
Understanding the pain
- What was their pain?
- What were they doing before connecting with ReachForce?
- What solutions were offered to solve their pain?
Understanding their environment
- What industry are they in?
- What do they sell? Average Selling Price?
- How long is their sales cycle?
Delivering Value
- What value proposition resonated with them? and Why?
- What were the buyer’s information needs at each stage of their problem-solving process?
- What tools and supporting materials were used and when?
- What would have been helpful during the sales process? Supporting materials needed? Presentation needed? Customer Case studies?
- What objections were overcome?
- Who else/What else were they considering?
And the ultimate question… Why did they choose ReachForce?
Next meeting is tomorrow. From here we plan to discuss key moves that converted the prospective buyers into customers and I’ll be busy trying to understand how to align our marketing support (what we have and what’s needed) with each trigger.
Stay tuned for next steps…
May 27th, 2009 | No Comments » |
Creating a Personal Background on Twitter - B2B Marketing and Sales Tip #239
Being a somewhat typical marketer, I pay attention to the look and feel of everything we do. I believe that a cohesive look for our brand is essential because we run so many integrated marketing programs. I came across a great post on Mashable, HOW TO: Create Custom Twitter Backgrounds by Ben Par. The post goes into why you would want a custom background and examples of some great ones but to me the best part is a list of tools to help you create your own:
- MyTweetSpace: MyTweetSpace is one of the simplest ways to create a Twitter background with minimal effort. It allows users to create badges, add graphics, play with text, and more to create elegant backgrounds and left-hand text columns. You can even log in with Twitter and MyTweetSpace will automatically update your background.
- TwitterBacks: This website provides a set of templates perfect for creating your ideal Twitter background. The templates come in PSD (Photoshop) form. In fact, my Twitter account utilizes a TwitterBack template as the basis for my design. Can you guess which one?
- TweetStyle: TweetStyle offers free background templates, custom Twitter backgrounds, and a few useful blog posts on the subject of the backdrop.
- Free Twitter Designer: This handle little app provides an easy-to-use image editor to help you create a professional-looking theme.
- TwitBacks: This is another tool for creating backgrounds. This one specializes in left-hand column-based backgrounds.
- TwitterGallery: TwitterGallery is a directory of themes based on color and category. You can even click the “install” button under any theme, log into Twitter, and poof!…your background is ready.
- Peekr: If you stumble across a great Twitter background and want to take a quick look at it in its pure form, the Peekr bookmarklet is the way to go. Click on the bookmarklet once to show only the background, and press it again to bring everything back to normal.
One tip I would add is to be sure to change your design colors to match your new background. When you are in your Twitter account, click on settings and then change design colors. You can change your background, text, links, sidebar and sidebar border to match your new background.
We have already done this for the ReachForce twitter page but I can’t wait to get started on my own personal background.
May 26th, 2009 | No Comments » |
Free Webinar: Bridging the Marketing and Sales Gap - 3 Strategies for Creating a Funnel that Delivers
June 4th, 3pm EST Register now
We all know the classic adage “Marketing is from Venus, Sales is from Mars”
If your company is like most, Marketing and Sales plan separately, act separately and report separately – invariably pulling your business in opposite directions…
- Marketing is busy building the brand, providing Sales with collateral and marketing materials, managing events, and trying to generate truckloads of leads – all the while wondering why Sales doesn’t appreciate all they do.
- Sales is unearthing opportunities, building relationships and closing deals – but struggling with too many leads or too few, stop-start lead flows and too many dead ends. And complaining that Marketing just doesn’t get it.
Attend this 45-minute webinar to learn 3 strategies to better align Marketing and Sales teams to create a funnel that delivers and find out how to…
- grow faster than your industry counterparts
- close more proposals
- churn fewer customers every year
It’s not about aligning Sales and Marketing to each other - instead you must align both to the same goals and objectives. They have to act as one team. Only a singular plan with shared objectives, strategy, tactics and measures will produce real results.
During the webinar, we will share findings from a benchmark study of 1400 professionals in 84 countries, conducted by MathMarketing and MarketingProfs, which revealed a few surprising do’s and don’ts that debunk the classic understanding of the roles of Sales and Marketing.
Things like: DON’T measure salespeople on proposals closed.
Surprised? We were too.
Join us and MathMarketing to find out why successful companies DON’T use this as a metric and have increased growth as a result.
May 22nd, 2009 | No Comments » |
