The Plague Of Fake Leaders in Network Marketing Guest post by Stefano Orrù from Italy: I’m here to say something that many people will resonate with, while some individuals (obviously the fake leaders) will get quite angry. However, nobody will say anything, because they prefer to hide behind the scenes. Network Marketing has changed in many ways in the last few years. Many companies decided to embrace the Social Media WAVE, following the lead of industry leaders who have developed new strategies and systems to build their businesses. The Direct Sales Industry was hard to convince that digital transition is crucial, but over the past 4-5 years, many companies decided to push their digital development, integrating technology, new systems, apps, emails, blogs, and more tools. Some 100% digital companies were born in the last decade. Many of them with a great offer, while others present counterfeit propositions, and many are outright scams. The fake ones and the scams have either closed down or constantly reopened under new names, new entities, and new faces, yet they remain the same “get-rich-quick” schemes designed to steal some money from the masses. Direct Sales is an industry characterized by high turnover among independent contractors. Sometimes, a new distributor lasts only a week and quits so fast that that their presence goes unnoticed. Many individuals quit within their first year, while others switch companies within their first month of business. This phenomenon is common when there is a lack of professionalism, skills, training, and culture within both the company and the community.Over the last decade, with the emergence of new types of companies and the proliferation of scams, turnover has become a significant aspect of this industry. I don’t want to call it a “problem” because it is not a real problem, but it has certainly grown in significance. This migration of teams and leaders has become a commodity for many companies, which actively seek out dissatisfied individuals and recruit them, treating them and their teams as valuable and tradable assets. These processes, hidden in some sort of contract called BDA or similar, became a part of the expansion strategies for some companies, some of which are now defunct or experiencing financial difficulties. (You cannot buy people; you must provide them with vision, culture, and reasons to stay. If the reason to stay is a monthly contract, people will inevitably seek better options). This “strategy” became part of the industry, and many leaders (or fake leaders, as I call them) started to move from one company to another, from one community to another, looking for better deals, upfront money, and the best VIP treatment. This, let me tell you really straight, is a very bad disease. As professionals within this industry, we need to DESTROY this disease, killing the symptoms and cleaning the entire industry.Here are some identifying characteristics to find fake leaders: Their primary focus is on monetary gain They look for Business Development deals (BDA) They ask for spillover (in a binary comp plan, it is an entire Fake line with virtual PV or a pre-established team producing some volume that is dropped into the downline of the fake leader) They ask for incentives upfront They ask for special treatment They ask upfront for “leadership positions “Basically, following the 5 Level Leadership of John Maxwell, they are looking for a really bad and poor LEVEL 1 of Leadership (the TITLE one) because they have never had the possibility to CREATE a REAL LEVEL 5 (the pinnacle) Leadership, and they are forced to bring people from one deal to another only with FAKE promises, big announcements, guarantees of success, and big percentages or claiming systems of easy or no work and high return.” This is a plaque, one that weakens our industry far more than it should. Having recognized this epidemic of fake leadership and having wasted valuable time in negotiations with such individuals, only to realize after the sales process that they were only looking for money upfront payment, spillover, or VIP treatment, I decided to write down some steps to eradicate this plague. Show UP and boldly share your strengths – you can BUILD a business from scratch Be strong enough to say “f**k” as I did more than 7 times to “BIG TEAM MIGRATION in exchange for money or contract”. Teach people how to work FOR REAL and BUILD A BUSINESS for real. Build SYSTEMS and TRAININGS that elevate people. Focus on SKILLS (hard skills are necessary as soft skills). Start creating a CULTURE of hard work. Stop selling the illusion of passive income as an EASY INCOME (passive income can be built through leadership, systems, hard work, and training). “I’m against those people who pretend to be leaders when they are not even able to take a risky decision and commit themselves to something.” If they need special treatment, it means they have no skills to build by themselves. They are not LEADERS, they seems like a normal employee looking for a better job. “Throughout my ten years in business, I changed company only once. While such transitions can occur, I made the move after extensive research and painstakingly rebuilding everything from scratch. I was prepared to lose everyone, but I wasn’t afraid to do so.” Fake leaders are scared to lose their team, and when you are scared to lose your people, you’ll lose them for sure. The only way left for fake leaders is using FAKE CLAIMS to bring people into their new super business. Those FAKE claims bring bad reputation to the entire industry. “I saw “super EXPERTS” and “LEGENDS” of this industry quitting a company, saying that they were hyper millionaires without any necessity to work in their life, and eventually jumping into the next super big deal of the history because they found the only company that respects some specific and strategic requirements for the long term. Yet, after 12-16 months, you see the same leaders going into another company, talking sh*t about the past one.” Those are the fake leaders. There are no SELF-PROCLAIMED LEGENDS in this industry. Like all businesses, this model is grounded in tangible numbers, statistics, and documentation Show the numbers, show the stats, show the documentation. Stop talking, start working. This is my message for the Fake Leaders out there. If someone gets angry after this, they are a fake leader. Stefano Orrù Italy. 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Recommended Distributors Tasman Whakaneke Anna Feentempel Max Nilsénius Ann Yates Miroslava Jarošová Alex Babiolakis Tamara Minto Scott Lumpkin Valerie Fritts Tung Nguyen
THE COMPLETE GUIDE 9 Essential Components of an Effective Marketing Strategy for Lawn, Landscape, and Outdoor Living Businesses 9 Essential Components of an Effective Marketing Strategy for Lawn, Landscape, and Outdoor Living Businesses Discover how to drive your bottom-line marketing ROI with a proven system trusted by industry professionals. Receive instant guide access through this form. Driving Stability, Growth, and Legacy for Leading Lawn, Landscape, and Outdoor Living Companies Finally, predictable and consistent business growth. Finally, predictable and consistent business growth. You deserve to work smarter, not harder. With a vetted marketing system, you’ll see better results and finally become what you’ve always wanted to be—the proud lawn, landscape, and outdoor living business owner who has it all together. Reduce Stress Reduce Stress With a plan for your marketing, you can stop stressing about what to do to get through the next season. Ongoing digital marketing efforts help take your business to the next level so you can enjoy life while you build your business. From paid ads to search engine optimization to target your local market, learn what works. Enjoy Stability Enjoy Stability From an effective website, memorable branding and messaging that appeals to your target audience, and high-quality content to convenient marketing automation and sales, consistency in your lawn, landscape, and outdoor living business marketing efforts lets you enjoy a flow of high-quality leads with more conversions. Build Legacy Build Legacy Position your company for legacy so your children will actually want to take over when it’s time—not see it as a burden. Learn how to properly allocate your budget to always have enough for marketing and growing your business, while designing, building, or maintaining landscapes. Plus, garner plenty of positive reviews from happy customers. TESTIMONIALS Words From Our Clients “We have used Halstead for marketing our lawn care, landscape, irrigation, and pest control services. They have been fantastic to work with and have provided proven results. Their team handles our SEO, website management, Google Ads, Facebook ads, Instagram ads, and more. They’re professionals in every one of those areas and we couldn’t be happier with their work!” Rusty Thompson , Masters Lawn Care via Google Get the results you deserve, both at work and at home.
Get the results you deserve, both at work and at home. Better Marketing Better Marketing Discover how to build on what you have and harness the elements of an industry-proven system to dramatically multiply the effectiveness of your strategy. Learn about social media, project case studies, and more. ➔ Better Projects Better Projects Learn how an effective marketing system allows you to be more selective about the projects you take on, so you can focus on projects you actually want, like comprehensive, luxury outdoor living spaces rather than small patio projects. ➔ Better Life Better Life Say goodbye to the constant stress of having too many leads or too few, and enjoy business stability and peace of mind. More family time, less overwhelm, and a more enjoyable life with the ones you love the most. You deserve to live life to the fullest. DIGITAL GUIDE
DIGITAL GUIDE Receive instant guide access through this form. Meet the Author, Corey Halstead Co-owner of Halstead 25-year industry veteran Host of industry thought-leadership workshops & trainings Featured speaker & trusted advisor for NALP, ICPI, HNA, GIE+Expo, & more Backed by 100s of industry-focused clients and marketing and recruiting case studies, author and co-owner Corey Halstead uses his industry experience to fuel a best-in-class education.
Backed by 100s of industry-focused clients and marketing and recruiting case studies, author and co-owner Corey Halstead uses his industry experience to fuel a best-in-class education.
Mooresville, NC – 9 February 2024 – Gifted Travel Network (GTN), the premier host agency for luxury travel advisors, is partnering with Approach Guides, the leading content optimization platform for travel brands, to bring streamlined content personalization to its network. “Our network continues to be recognized for having the most engaged, passionate and dedicated advisors in the industry and we are committed to bringing them the most innovative, market-leading technology,” said Sandy Saburn, GTN’s Chief Strategic Alliances Officer. “Approach Guides’ co-brandable multimedia ‘content experiences’—showcasing destinations, suppliers, experiences and promotions—offer a paradigm shift in how marketing is done. And giving fast, easy access to them through our intranet gives our advisors a distinct advantage.” In a matter of seconds, GTN advisors can now effortlessly discover, personalize & share content experiences to elevate their outbound marketing, delight clients and boost conversion. The ever-expanding selection of content experiences—supporting Gifted Travel Network and Virtuoso Preferred suppliers like Regent Seven Seas Cruises and Tauck—can be shared with clients via email marketing and social media and can even be added to the advisor’s website. “GTN’s integration of our content personalization technology is thoughtful, elegant and intuitive, highlighting suppliers with a next-generation approach to marketing that advisors are coming to expect,” said Jennifer Raezer, Approach Guides Founder and Chief Marketing Officer. “GTN’s advisors are widely regarded as consummate entrepreneurs, and to help them be even more successful is quite an honor.” Getting started could not be easier. GTN advisors can visit the GTN intranet to find content experiences in the Partner Resource Guide—within the Approach Guides section or directly on each participating partner’s page—enter their email address and be swiftly on their way to supercharging their marketing with co-branded content from luxury suppliers such as Regent Seven Seas Cruises, Tauck, Lindblad Expeditions, Explora Journeys, Aurora Expeditions, TCS World Travel, Four Seasons Private Jet and Big Five Tours & Expeditions! About Gifted Travel Network Gifted Travel Network (GTN) is the premier host agency for luxury travel advisors. Providing an elevated hosting experience through its collaborative community, exceptional support, superior access, and award-winning professional development programs, GTN has completely redesigned the luxury hosting space. As educators and community-builders with a clear vision of making a difference in the industry, GTN’s mission and passion is to cultivate success through travel entrepreneurship. For more information, visit www.giftedtravelnetwork.com. About Approach Guides Approach Guides is the leading content optimization platform, empowering travel brands to deliver hyper-relevant, personalized multimedia content at all stages of the guest journey and across all touch points, boosting impact, guest loyalty and conversion. Approach Guides is trusted by the world’s leading cruise lines, hotels, tour operators, airlines, DMOs and consortia. For more information, visit approachguides.com.
Exploring AI-Driven Conversational Marketing in Digital Marketing Sphere Dinero | February 14, 2024 AI has become a game changer in the digital marketing landscape. AI technologies are used by businesses to escalate interactive and personalised conversations with customers. Conversational marketing involves one-to-one, real-time interactions with clients to build customer relationships and provide personalised experiences. AI programs can simulate conversations like people. It incorporates language processing, machine learning, and voice recognition technologies to interpret vocal and written commands. Traditional marketing measures failed to deliver personalised and real-time interactions. These measures got outdated over time and hence were replaced by conversational marketing. Various channels such as messaging apps and chatbots offer personalised and instant responses 24/7. AI uses specific tools to understand user intent and automate conversations. Natural Language Processing (NLP) makes machines capable of understanding and responding to human language. It helps save time and increases accuracy. The use of chatbots has contributed to driving sales and increasing customer satisfaction. Conservational AI can be broken down into five components. These five elements have to work together to make a program understand human queries. NLP is the ability to understand human language and respond to it. It enables conversational agents to understand the meaning of words, the structure of sentences, idioms and even slang. Algorithms use large data sets to know how words are related and how they are used in different contexts. Machine learning enables computers to learn from data without being programmed. It is used to train computers to understand language, recognize patterns and adapt to changing conversations. Text analysis is the process of getting information from textual data. It involves identifying parts of sentences such as the subject and object. It also includes identifying different words in a sentence such as parts of speech. This helps to understand the relation between words and thereby understand the meaning of the sentence. Computer vision is the ability to interpret and understand digital images. It involves identifying objects and content in the image as well as the relationship between various objects in the image. Speech recognition is the ability to understand human speech. This involves recognizing different sounds, grammar and syntax. It is also used to interpret the emotion of people speaking in a video and to understand the context of the conversation. Chatbots – Programs that simulate human conversations. E.g. chatbots are used in e-commerce websites to respond to the enquiries of customers. Virtual assistants – personalised assistants to perform specific tasks. Examples of virtual assistants are Siri and Alexa. Voice assistants – voice-activated digital assistants on smartphones E.g. Google Assistant Engagement – AI provides live interaction with customers. It responds to their queries instantly, keeping them engaged. Personalised experience – Analyses customer data and makes suggestions based on it to provide the best experience. Data collection – AI tools gather valuable insights that help businesses to make decisions, plan marketing strategies and optimise campaigns. Scalability – AI driven chatbots and visual assistance can handle a large number of conversations simultaneously without an increase in resources. Even though conversational AI has several advantages, we have to overcome many challenges to implement it. One of the challenges is ensuring AI accurately understands and responds to customer queries. Customers may use different dialects and slang and AI should be able to handle all these conversations. AI gets its intelligence through machine learning and uses NLP to develop better responses to human queries. Privacy concerns due to data collection is another challenge faced in conversational marketing. Balance between personalization and user privacy should be strictly maintained as part of data security. To conclude, AI-driven conversational marketing has become a crucial part of customer engagement. The use of chatbots on websites has increased customer satisfaction and also helped employees to focus on more concerning issues. Learning the components, types and benefits of conservation AI will help you to use it in the best way your business demands. It will also help you to identify the challenges and overcome them.
The best way to increase membership in your Scouting unit is to learn some easy, simple ways to market your unit in your community. And the simplest, easiest way to learn how to market your pack, troop, crew, ship or team to your community is to attend the 2024 National Marketing Bootcamp, an exciting virtual event designed to teach volunteers new marketing and public relations strategies to help get the word out about Scouting. What is the 2024 National Marketing Bootcamp? The 2024 National Marketing Bootcamp is a two-session virtual seminar designed to educate volunteers at the unit, district, council and national level on the best practices of raising awareness of Scouting in your community. The bootcamp will cover new strategies to take your recruiting and marketing efforts to the next level, including exciting new research on the outcomes and benefits that families get from being involved in Scouting and tips to help you recruit in the digital space. You’ll also get tips on taking impactful photos of your Scouts in action, and on producing engaging websites for your unit. When is the 2024 National Marketing Bootcamp? There will be two sessions. Session 1 is March 14. Session 2 is March 21. Both sessions will be at 8 p.m. Eastern / 7 p.m. Central / 6 p.m. Mountain / 5 p.m. Pacific. If you attend both sessions, you’ll become a BSA Certified Marketer for 2024 and will be awarded this year’s digital badge. Who should attend the 2024 National Marketing Bootcamp? Basically, everyone. This event is designed for volunteers at all levels of Scouting, as well as council staff. Are you excited about Scouting but have little marketing experience to share your enthusiasm? Attend the bootcamp and learn skills and strategies that will come in handy and could inspire you to become your unit or district’s marketing lead. Are both sessions the same? No! Each session will contain unique information and tips for marketing your Scouting unit. Will recordings of the sessions be made available for later viewing? Yes! We’ll share links to the recorded sessions as soon as they are available. What other resources are available to help me spread the word about Scouting? Start with the BSA Brand Center, where you’ll find materials to help you create marketing materials for a variety of uses. The Brand Center also features several short, fun videos that are great for sharing digitally with your friends and fellow community members. You can visit this website for more tips on marketing and recruiting. And, even though it’s already February, it’s not too late to start our five Scouting-related — and marketing-related — New Year’s resolutions. How do I sign up for the 2024 National Marketing Bootcamp? Inspire Leadership, Foster Values: Donate to Scouting Inspire Leadership, Foster Values: Donate to Scouting When you give to Scouting, you are making it possible for young people to have extraordinary opportunities that will allow them to embrace their true potential and become the remarkable individuals they are destined to be. Donate Today
Empowering Commercial Solar Growth: A Deep Dive into Digital Marketing Strategies In the ever-evolving landscape of the commercial solar industry, digital marketing has become paramount in fostering growth and ensuring visibility in a competitive market. This blog post explores the diverse ways in which digital marketing, encompassing both organic and paid content, catalyzes the success of commercial solar businesses. From leveraging the expertise of marketing professionals, including brand strategies and PR agencies, to crafting compelling solar marketing campaigns, we’ll navigate the intricacies of the digital realm and its profound impact on the solar industry. Digital Advantage for Commercial Solar Businesses Collaborating with seasoned professionals, including digital agencies, branding firms, and PR agencies, can be a game-changer for commercial solar businesses. These agencies specialize in crafting compelling narratives that resonate with target audiences, fostering brand credibility and trust. At the onset of any digital marketing investment, companies should consider engaging in a brand strategy session. From here, a brand strategy playbook should be developed, incorporating important elements like mission, vision, color palette, font family, and strategic public relations practices and modes for marketing deployment. This helps commercial solar companies solidify their brand, enhance their online presence, and establish themselves as industry leaders. Solar Marketing Campaigns Creating impactful solar marketing campaigns is a vital component of organic content strategy. Commercial solar businesses can position themselves as authoritative sources in the industry by producing valuable and shareable content, such as blog posts, videos, case studies, drone footage, articles, and infographics. Keyword-rich and informative content attracts organic traffic and improves search engine rankings, making the brand more visible to potential customers. Paid Content Strategies Engaging with specialized solar marketing companies can significantly amplify the reach and impact of paid digital marketing efforts. These companies understand the unique challenges and opportunities within the solar industry, tailoring campaigns to address specific business objectives. From targeted advertising on social media platforms like LinkedIn and X to strategic pay-per-click (PPC) campaigns, their expertise ensures a high return on investment. Plus, the work done at the onset during a brand strategy session helps reinforce the personas you are marketing to. Finding a PR Partner Partnering with branding and public relations firms like M studio, whose home base is in NJ, offers a strategic advantage. These firms have a deep understanding of commercial solar and community solar market dynamics and can tailor marketing strategies to align with the preferences and needs of commercial solar developers. PR efforts can enhance brand recognition, establishing a solid foothold in the community and fostering trust among potential clients. The Components of a Successful Digital Marketing Approach Brand Strategy Playbook: Establishing a Brand Identity A comprehensive brand strategy playbook is essential for commercial solar businesses looking to build a distinct identity in the digital space. It involves defining brand values, crafting a compelling brand story, and developing a cohesive and flexible brand system. A well-defined brand strategy sets the foundation for a successful digital marketing campaign and creates a foundation by which the brand can grow and evolve. Consistent Messaging Consistency is critical in digital marketing. Commercial solar businesses must maintain a cohesive and consistent messaging approach from website content to social media posts. A pre-determined tone of voice and brand personality should guide this. This essential work reinforces the brand identity, and customers receive a unified and compelling message across all digital and IRL touchpoints. Digital Marketing for Solar Companies Targeted Content Distribution Understanding the target audience is crucial. Digital marketing for solar companies lets marketers utilize data-driven insights to identify and target specific customer segments. This targeted approach allows for personalized content distribution, increasing the relevance of marketing messages and improving the likelihood of customer engagement. Social Media Engagement Social media platforms serve as powerful tools for engaging with the audience. Commercial solar businesses can leverage platforms like LinkedIn, X, YouTube, and Instagram to share industry insights, project highlights, and sustainability initiatives. Building a solid social media presence enhances brand visibility, fosters community engagement, and establishes the company as a thought leader in the solar sector. Embracing a Digital Future for Solar Success The synergy between organic and paid digital marketing strategies, supported by a strong brand identity and messaging platform, is key to unlocking unprecedented growth for commercial solar businesses. From collaborating with brand and PR agencies for authentic storytelling to partnering with solar marketing companies for targeted campaigns, a holistic approach is essential. But first, begin at the beginning. Map out and integrate these strategies into a well-crafted brand strategy playbook; commercial solar companies can confidently navigate the digital landscape, ensuring sustained visibility and success in an ever-evolving industry. The power of digital marketing can genuinely let commercial solar businesses shine in the digital era.
Lisa Marie Ferrell Named NC State’s Chief Communications and Marketing Officer For Immediate Release North Carolina State University announced today that Lisa Marie L. Ferrell, Lenovo’s communications officer for North America, has been named associate vice chancellor for university communications and marketing. She will start her new role on March 1. Ferrell currently leads the North America communications team at Lenovo, overseeing public relations, internal and external communications, events, community relations, sponsorships, government relations and organic social media. She joined Lenovo in 2019 following three years in a marketing executive role at the University of North Carolina at Chapel Hill. “Lisa Marie brings a wealth of expertise and leadership in academia and industry along with a spirit of collaboration and inspiring passion for her work that will certainly serve NC State well during an exciting period of growth,” said Brian Sischo, vice chancellor for university advancement. “As a long-time business leader, volunteer and resident in the Raleigh area, Lisa Marie knows this community, she knows NC State, and she is well-positioned to hit the ground running.” Ferrell served as global senior executive in marketing at Lenovo and as marketing communications senior manager at IBM prior to her experience at UNC-Chapel Hill. She also served as president of the Junior League of Raleigh. “As NC State’s chief communications and marketing officer, I’m excited to embrace the opportunity to weave narratives that transcend boundaries, ignite curiosity, and unite communities in the pursuit of knowledge,” said Ferrell. “It is my honor to help shape the future of NC State’s highly respected global brand and perhaps inspire future generations to Think and Do.” University Communications and Marketing is NC State’s dedicated communications agency, providing leadership, strategy, services, and support to advance the NC State brand and help the university achieve its core mission. Ferrell earned her bachelor’s degree in business administration, with a concentration in marketing and a minor in Italian, at Roanoke College. -kulikowski- Categories:
Account Based Marketing Account Based Marketing
Forrester defines Account Based Marketing (ABM) as “a strategy through which marketing and sales jointly obsess over how to pursue, establish, and grow long-term, highly engaged revenue relationships with specific customer accounts.” ABM is often referred to as a “holistic approach” to marketing with a blend of sales and marketing that focuses on accounts rather than leads. Marketing teams who embrace ABM see it as the next logical step in modern B2B marketing, especially if they have hit a wall with traditional inbound and are trying to reach enterprise-level brands. The foundation of ABM is built on several assumptions for B2B buyers and marketing: They are highly self-educated before they reach the conversion stage There is usually a team of buyers rather than one single decision maker Targeted lists and advertising will yield better ROI than traditional “wide net” strategies While outbound methods make up a large part of ABM, SEO and account based marketing efforts can share the same goals: Raise the LTV of existing customers Keep new prospect accounts in the pipeline Reduce the buying cycle time for high-value accounts SEO and Account Based Marketing SEO and Account Based Marketing
Does the shift from Lead-to-Revenue Management to Account Based Marketing change the future of SEO in B2B marketing? Yes and No. SEO will still have a place at the table to connect B2B buyers with the right product or service. Research shows that 71% of B2B researchers start their research with a generic search. Modern SEO as a stand-alone service delivers value to brands in all of the following areas: Mobile-first algorithms Social media placements for branding and thought leadership Quality, long-form content production for target audience Voice search optimization SEO strategy in combination with an ABM approach helps brands leverage the power of search engines and content to maintain engagement, interest, and interaction. SEO for the buyer’s journey Content optimization for long-term nurturing Early stage sales cycle Topic & keyword research for multiple decision makers Customer retention SEO Let’s explore how each of these SEO tactics will drive results for Account Based Marketing. SEO for the Buyer’s Journey Focusing on SEO for the Buyer’s Journey ensures that landing pages are targeting the right buyers at the right time. Buyers and key decision makers who land on a website page that speaks to their intended questions or queries will help move them along in the sales funnel. The targeted marketing approach in ABM will require an SEO strategy that aligns every persona on the decision-making team with specific keywords and topics. Content and website assets are created for the main decision makers. Persona and conversion data will guide the creation of content and downloadable assets, podcasts, and videos. SEO teams will be responsible for identifying keywords and topics that potential accounts are searching for and create content that keeps the brand directly in front of key decision makers, edging out competitors. Content Optimization for Long-term Nurturing The B2B sales cycle from website leads takes an average of 75 days ( SalesForce ). The lead to opportunity cycle has an average of 84 days. From there, the decision process often moves at a faster rate. SEO tasks will focus on targeted, strategic assets that appeal to accounts to drive engagement, brand recognition, and trust building. Before ABM, SEO focused on capturing lead data from website visitors. With ABM, content optimization focuses on the entire account potential, creating assets and content that appeals to accounts at every stage. Early Stage Sales Cycle SEO strategists will work with sales team members to identify questions, concerns, and objections that apply to accounts in the early phase of the sales cycle. From there, the SEO team will ensure that the website has content that helps reinforce trust and authority with potential accounts, so they are not lost during the research phase. Research for Multiple Decision Makers Before ABM, SEO teams were likely to target personas with specific keywords to drive leads. Once the ABM approach is in place, SEO teams will focus on topics and keywords that appeal to a specific target market and speak to multiple decision makers. Customer Retention SEO Harvard Business Review reports that increasing customer retention rates by 5% increases profits by 25% to 95%. If a company invests in a solid SEO strategy, using existing SEO resources and tools will help with customer retention. ABM framework is built around customer value and Lifetime Value, and SEO teams can deliver ABM results by working closely with sales teams to identify customer retention topics, keywords, and assets. ABM Tracking, Metrics, and Analytics Since ABM focuses on accounts rather than leads, it’s important to set up tracking for Customer Lifetime Value. Simple, right? Not quite. While Google Analytics offers Lifetime Value Tracking (LTV) and provides valuable data for ABM, it won’t stand up to a robust CRM like Salesforce to deliver predictive analytics for your marketing team. If you’re ready to begin tracking, the best thing to do is get started, analyze the data, and adjust tracking as necessary. Google Analytics LTV tracking in Google Analytics for ABM purposes works best with Custom Metrics . You’ll also need to define audiences with Custom Dimensions – use the Google Developer guide to get started with dimensions and metrics. Tag manager will help track ABM campaigns and engagement from email, social media, and referral partners. Bounce rates will indicate the success of landing page content with their intended audience. High bounce rates will indicate that landing pages are not interesting to visitors and not connecting with decision makers. Goal Completion will help marketers follow the path of engagement. Destination goals will identify problems with the funnel path for ABM campaigns. Account Based Marketing KPIs While Google Analytics can track the effectiveness of marketing programs that capture results from existing customers and specific targets, it will take CRM power to measure the overall success of ABM. ABM works best when sales and marketing are aligned, and nothing provides valuable data like an advanced CRM tool. These CRM solutions offer ABM campaign support: If you use a CRM that’s not on the list above, be sure to inquire with the support team. The list is meant as a starting point for those who are just getting started; it’s not an all-encompassing list. Conclusion When it comes to SEO and Account Based Marketing, set it and forget it is not an option. Procrastinating to the point where competitors are capturing all of the high-value accounts isn’t a viable option either. B2B teams can start today by defining sales and marketing journeys and setting up proper tracking. Once journeys are defined, and sales and marketing teams can identify the weak points, SEO & ABM can begin to work together for skyrocketing success. As Marketing and Sales teams begin to work together, a better prospect experience emerges, driving even more value to potential new accounts. When sales and marketing teams are on the same page, tracking and reporting the most important metrics, the account journey appears and will guide digital strategies, including SEO. Together, SEO & ABM will uncover user intent, giving marketing teams insight and direct access to key decision makers on high-value accounts.
How Digital Marketing Empowers Commercial and Industrial Solar Companies The commercial and industrial solar market is experiencing unprecedented growth as businesses increasingly embrace sustainable energy solutions. In this dynamic landscape, it’s crucial for commercial solar companies to leverage digital marketing strategies to amplify their brand and stay competitive. In this blog post, we’ll explore the power of commercial solar marketing and the role branding and PR agencies can play in the process. The Digital Shift in Commercial Solar Marketing The Digital Shift in Commercial Solar Marketing The commercial solar sector has witnessed a significant shift in how companies approach marketing. With the increasing prevalence of online channels and the growing awareness of environmental issues, digital marketing has emerged as a powerful tool to connect business to business and consumers alike. One key aspect of commercial solar marketing is the ability to tailor messages to a target audience. Solar companies can create personalized campaigns through digital platforms that speak directly to businesses’ and community organizations’ unique needs and interests, especially those looking to adopt clean energy solutions. This targeted approach enhances engagement and increases the likelihood of converting leads into customers. The Role of Branding and PR Agencies in Solar Marketing The Role of Branding and PR Agencies in Solar Marketing A strong internal marketing team supported by an outsourced agency specializing in services like branding, PR, and digital marketing is crucial in elevating the visibility and credibility of commercial and industrial solar companies. Marketing and PR professionals, especially those working with renewable energy companies in states like New Jersey, who is setting a national standard on the clean energy front, understand the local landscape and can navigate the intricacies of the industry in particular. Solar companies collaborating with a reputable agency that focuses on B2B and industrial projects can enhance their public image, establish thought leadership, and foster positive relationships with key stakeholders. The strategic placement of news articles, press releases, and expert interviews can position a solar company as an industry leader, attracting the attention of potential customers and partners. Solar Marketing Companies: Crafting a Unique Identity Solar Marketing Companies: Crafting a Unique Identity In the competitive commercial and industrial solar market, differentiation is key. This is where solar marketing companies come into play. These specialized agencies understand the nuances of the solar industry and can develop tailored marketing strategies to set a company apart from its competitors. Oftentimes, they will start with a brand strategy session that will culminate with a brand strategy playbook (more on that below) to guide all internal and external marketing and communications. A comprehensive and proactive approach to marketing includes a mix of content marketing, social media management, asset creation, and expert positioning. Companies specializing in supporting commercial solar companies with marketing create compelling content that educates businesses about the benefits of solar energy while optimizing online platforms to increase visibility in search engine results. This ensures that businesses find and consider the company’s offerings when they search for solar solutions. Implementing a Brand Strategy Playbook Implementing a Brand Strategy Playbook A brand strategy playbook guides commercial and industrial solar companies to define their brand identity, communicate their values, and connect with their target audience. This playbook outlines the company’s unique selling propositions, key messages, and visual elements, providing a cohesive framework for all marketing efforts. Interested in more? Read about how a Brand Strategy Playbook can elevate renewable energy marketing. Building a Strong Online Presence Building a Strong Online Presence In the digital age, a strong online presence is essential for commercial and industrial solar companies aiming to thrive in a competitive market. An effective website serves as the centerpiece of this digital presence, offering a user-friendly interface, informative content, and clear calls to action. Solar companies can utilize their website to showcase successful projects, highlight industry expertise, and provide educational resources. Including case studies and testimonials from satisfied clients can build trust and credibility, influencing potential customers to choose a company with a proven track record. Social Media Engagement for Solar Success Social Media Engagement for Solar Success Social media platforms are invaluable tools for commercial solar marketing. By strategically utilizing platforms such as LinkedIn and even Instagram for those commercial solar developers participating in community solar programs, solar executives can connect with businesses, share industry insights, and showcase their commitment to sustainability. Engaging content, such as infographics, videos, and blog posts, can be shared across social media channels to reach a wider audience. Paid advertising on these platforms can also be an effective way to target specific demographics and generate leads. Harnessing the Power of SEO Harnessing the Power of SEO Search engine optimization is a critical component of any successful digital marketing strategy. Optimizing website content with relevant keywords can improve their rankings on search engine results pages. Consistent blogging on topics related to solar energy, renewable solutions, and industry trends can also boost SEO. Providing valuable and relevant content positions companies as an authority in the field and attracts organic traffic to the website. In conclusion, the commercial and industrial solar market is poised for continued growth, and digital marketing is an indispensable tool for companies seeking to amplify their brand and remain competitive. Branding and PR agencies like M studio, based in NJ and serving clients across the country, are integral components of a comprehensive marketing approach. By embracing digital marketing strategies, solar companies can enhance their online presence, connect with their target audience, and showcase their unique value proposition. As the industry continues to evolve, staying ahead of the curve with innovative marketing practices will be crucial for commercial and industrial solar companies to shine brightly in the marketplace.
How To Create A Facebook Marketing Strategy (Beginner’s Guide) Want to learn how to create a winning Facebook marketing strategy? You’re in the right place. As the most used social media network in the world, Facebook is still an essential marketing channel for businesses of all sizes. You can use it to boost brand awareness, expand your reach, improve visibility, and generate new leads for your business. And the first step in that process is to put together a strategy. To that end, we’ve put together this comprehensive guide on creating a Facebook marketing strategy that works. Let’s get into it. Step 1: Set up your Facebook Page (& optimize it) Step number one is to make sure you’ve set up a Facebook Page for your business. This is an essential first step as you won’t be able to advertise, track performance, or generally market your business on Facebook without one. You’ll also need to optimize your business Facebook Page in order to maximize its visibility and conversion rate. How to get started To create a page, log in to your personal Facebook profile and tap on your profile picture to open the menu. Then, click Pages > Create . Next, enter a name for your Facebook business page (usually, you’ll just want to use your brand name), select a category, and hit Create . Now your page is set up, you need to fill it out with content. Upload your logo as a profile picture and an eye-catching, on-brand cover photo. Here’s what ours looks like: Then, fill out your bio, set a custom URL, and add your contact information, business location, operating hours, and all the other stuff your customers/audience needs to know. You’ll also need to choose an action button. This is a super important part of the page as it’s essentially a clickable CTA that helps drive conversions. There are lots of choices, and the best action button for you will depend on your goals. For example, if your goal from Facebook marketing is to generate leads, you might have it set to ‘Book Now’ and connected to your appointment booking tool. If your goal is to build your email list, you might have it set to ‘Sign Up’ and linked to your opt-in page. If your goal is to generate sales, you might have it set to ‘View shop’ and connected to your online store. You get the idea Finally, create a pinned post. This will be the first post that Facebook users who visit your page will see as they scroll down the page, so use it to highlight the most important marketing message you want to communicate with your audience (e.g. a specific offer, promotion, FAQ, or product). Bonus tip: Established brands and public figures might want to apply to have their Facebook pages verified. This is worth doing as verified pages get a blue checkmark next to their name, which serves as fantastic social proof and helps boost your credibility and promote trust. Step 2: Set up your Meta Business Suite account The next thing you’re going to need to do is set up your Meta Business Suite Account. This is another essential preliminary step as Meta Business Suite is where you go to boost posts and run paid ad campaigns on Facebook—two tactics that will likely play an important part in your Facebook marketing strategy. Even if you’re focusing purely on organic content and not planning on running ads at all, it’s still worth setting up a Meta Business Suite account as it’ll give you access to a bunch of useful analytics, planning, inbox management, and testing tools. How to get started Head to business.facebook.com and log in or click Create an account t o get started. Next, follow the on-screen instructions to set your account up. You’ll need to enter some details about your business, like your business name and email address. Once you’re in, click Settings from the bottom left of your Meta Business Suite dashboard. Then go to Business settings > Pages > Add to connect your page. After that, go to Accounts > Ad account > Add and follow the instructions to set up your Facebook ad account. You’ll use this to run ad campaigns later. Bonus tip: It may also be worth installing the Meta Pixel on your website at this stage. The pixel is a little snippet of code that collects data about what your website visitors do on your site and then sends that information to Facebook. You can use this data to retarget those visitors in your Facebook ads. For example, if someone has visited a particular product page on your website, you can automatically send them a Facebook ad promoting that same product later. You can set up the pixel from Meta Business Suite. Go to Data Sources > Pixels > Add , then either use an integration or copy-paste a code snippet to your site to set it up. Step 3: Define your goals Now we’ve taken care of the preliminary stuff, we can start actually putting together our marketing strategy. And the first step in that process is clearly defining what exactly we’re trying to achieve through our Facebook marketing efforts. And no, ‘my goal is to promote my business’ isn’t going to cut it. We need to set s pecific, m easurable, a chievable, r elevant, and t ime-bound goals— SMART goals. And we need to have a plan in place for how we’re going to measure progress toward those goals. That usually means defining our KPIs (key performance indicators). How to get started First, decide what your overarching goals are. Here’s an example of some goals different businesses might want to aim for: Build brand awareness Generate leads Drive sales Improve customer service Collect feedback Drive website traffic Improve visibility Improve brand sentiment Collect UGC (user-generated content) Related reading: 13 Critical Social Media Goals & How To Hit Them Once you’ve chosen your overarching goals, make them SMART by specifying your KPIs and the time period in which you want to achieve them. For example, let’s say my main goal is to build brand awareness. Here’s one way I might expand on that and formalize it in my marketing plan. Primary goal: Build brand awareness KPIs: Brand mentions Share of voice Impressions Mini-objectives: Increase total brand mentions on Facebook to 1,000/month by next year Achieve 15%+ share of voice on Facebook within 6 months Achieve 1 million Facebook impressions over the next 12 months See how that works? Once you’ve set clear, measurable goals like this, you can start putting a plan in place for how you’re going to achieve them. Step 4: Research your audience So, you know what your goals are. Now, you need to know who it is you’re trying to reach through your Facebook marketing efforts, and that means researching your target audience. Having a clear picture of who your target audience is will help you plan your content strategy and create well-targeted Facebook ads, boosted posts, etc. How to get started Do some research to find out who your target customers/audience are and jot down some notes on them. The main questions you’ll want to answer are: What age are they? (i.e. 20-35, 36-50, 65+, etc.) Where do they live? (e.g. f you’re doing Facebook marketing for a local business, this is probably going to be the business’s service area) What are their interests? (e.g. if you’re doing marketing for a driving school, your target audience will be those interested in ‘learning to drive’) You’ll need to specify all of the above if/when you run Facebook ads, which is why it’s so important to answer those three questions first. But you should also try to find out things like how/when your target audience uses Facebook, what jobs they do, etc. The easiest way to research your audience and find out all of the above and more is to use a Facebook analytics tool like Social Status. These tools will usually be able to give you detailed insights into your existing audience demographics. Alternatively, you can check out the Audience Insights tab of Meta Business Suite, but you won’t usually get as deep a level of insight as you would if you used a paid tool. Step 5: Plan your content mix Okay, now we’re getting to the good stuff. Your content plan is the most important part of your whole Facebook marketing strategy. It tells you what kind of Facebook posts you’re going to be sharing, and how often you’re going to be sharing them. Here’s how to create it. How to get started First, decide on your content mix. Your content mix is the ‘blend’ of different post types that you’re going to be sharing as part of your organic or paid Facebook marketing campaigns. Often, marketers find it’s best to aim for a good variety of different posts in different formats (i.e. video posts, photo posts, etc.) and with different purposes (i.e. to educate, to inform, to entertain, to persuade, etc.) A good rule of thumb is to follow the 80/20 rule: Only 20% of your posts should be promotional, and the rest should be sharing valuable content with your audience. Here’s an overview of some of the different types of posts that you might want to include in your content mix. Text posts – Standard Facebook posts that consist entirely of text. These are a little boring and don’t tend to perform as well as texts featuring media, so keep these to a minimum. Photo posts – Posts featuring an image. The image catches the eye and makes it more likely for users to stop scrolling and take a look, so they perform better than text posts. Photo posts also command more real estate in the Facebook news feed. Video posts – Posts featuring a video of any length. Some of the best-performing Facebook posts feature video content, but they also take a lot more work to create, so they’ll likely only make up a small fraction of the posts you share. Link posts – Like text posts, but with a hyperlink that points to a website page. Facebook automatically generates a visual when you share a link post. Link posts are great for driving traffic but can some pushy and overly promotional, so use them in moderation. Facebook Stories – These are temporary posts that appear at the top of the news feed for 24 hours, and then disappear. Reels – Short-form videos up to 60 seconds. Quicker and easier to create than long-form videos, and great for growing your audience. Live streams – Events in which you interact with your audience over a live video stream in real time. Great for generating engagement and building brand loyalty. Note down when/how frequently you plan on sharing each of these post types. For example, you might decide to share promotional link posts every Monday. Then on Tuesdays, you might post funny/viral images and memes. You might decide to post a Reel and a Story every day, and a video post every month. You get the idea. Bonus tip: Consider using curated content in your content mix, alongside original content that you’ve created yourself, to save time. Missinglettr is perfect for this. It automatically finds content that your audience will enjoy and schedules it to your content calendar. However, most Facebook schedulers will provide an easy way to line-up content in advance. Step 6: Create a content calendar Once you’ve planned your Facebook content mix, you can start putting together a content calendar. Your content calendar is essentially your posting schedule. It’s a visual calendar through which you can create and schedule Facebook posts in advance. Here’s how to set it up. How to get started You’ll need to use a social media scheduling tool to create your content calendar. We’d recommend SocialBee. SocialBee works on a category-based scheduling system. So first, you set up some ‘categories’ for different types of posts. For example, one category might be ‘funny memes’, another might be ‘industry news’, and another might be ‘new products and promotions’. The categories you choose should align with your content mix (which we planned in the last step). Next, you can start creating posts. As you do, you’ll assign each of them to a specific category. This should give you a few ‘buckets’ of content in different categories, ready to be posted to Facebook. Then, you can schedule entire content categories at once to different dates in your content calendar. For example, you could set it up to have SocialBee share posts from the ‘funny memes’ category every Tuesday at 6 PM. SocialBee will then do that for you automatically, cycling through all the content in the bucket until it’s empty. Of course, you can also schedule specific posts for specific dates in your calendar individually. And what’s cool is you can use SocialBee’s evergreen content features to re-queue your best-performing posts again and again to get more value out of them. It’s worth mentioning that SocialBee has an AI Copilot that will help you automate a lot of this process. Bonus tip: When scheduling posts to your calendar, it helps to know the best times to post on Facebook. According to the statistics, that’s 9 AM. However, it’ll ultimately depend on your audience. Check out our guide to the best times to post on social media for more information. Related reading: 27 Engaging Facebook Post Ideas (With Examples) Step 7: Plan your paid ad strategy Posting engaging content on Facebook to promote your business organically can only get you so far. The unfortunate truth is that these days, Facebook is pretty much a pay-to-play platform. If you want to reach a good amount of potential customers and see decent results from your campaigns, you’ll need to invest in Facebook ads. With that in mind, the next step is to plan your Facebook advertising strategy. Here’s how to go about it. How to get started Start by setting yourself a monthly budget for Facebook ads. How much of your wider marketing budget can you afford to spend on Facebook per month? If in doubt, it’s best to start small. You can test the waters with as little as $10 and see what kind of results your ads are driving, then scale up from there. Next, think about ad targeting. The goal is to generate the best possible return on investment (ROI) from your Facebook ads. To that end, it makes sense to make sure that you’re only paying for ads to go out to people who closely align with your target audience/buyer persona. Fortunately, if you’ve completed step 4 of this guide already, you should already have a good idea of who your target audience is. Use this to inform your targeting options. And finally, start planning/designing your creative assets. These are the visuals that are displayed in your ads. They can be images or videos, carousels, or collections. When you’re ready to launch your Facebook ad campaign, you have two options: The easy way and the hard way. The easy way is to pick one of your existing posts and ‘boost’ it. This turns it into an ad and delivers it to users who aren’t part of your existing, organic audience. Boosting is a good way to get a bit of momentum/traction going on your best posts as it’ll help to drive some initial engagement, which should help to boost that post’s organic reach later down the line. The hard way is to set up an ad campaign via your Ad account in Meta Business Suite (see step 2 to set this up). The process is a little more involved but it gives you more options and control over your campaign. You’ll first need to choose a campaign objective from one of the pre-set options. Objective options include brand awareness, reach, traffic, engagement, lead generation, conversions, and more. Choose whichever one aligns most closely with your own marketing goals (see step 3). After that, you’ll need to set your campaign spending limit and choose how you want Facebook to optimize ad delivery (e.g. to maximize landing page views, link clicks, impressions, etc.). Then, you’ll be prompted to choose your audience. You can set targeting options manually by specifying things like the location, age, gender, interests, and behaviors of your target audience. Or alternatively, target custom audiences (pixel-based retargeted customers/leads) or lookalike audiences (people similar to your existing customers). Finally, you’ll need to set your ad creative, write the ad copy, choose a CTA, and set your tracking options. Related reading: Why I Write Bad Facebook Ad Copy On Purpose Step 8: Consider other Facebook marketing strategies At this point, you’ve planned your organic posting schedule and paid ads—-so you already have a pretty solid Facebook marketing strategy in place. However, there are a few other tactics you might want to incorporate into your Facebook marketing strategy to drive even better results. Let’s take a look at some of them. How to get started One marketing tactic to consider is Facebook giveaway campaigns. With giveaway campaigns, you create a contest that users can enter to win a prize (e.g. a free bundle of your best products) and share it through your Facebook page. First, you’ll need to sign up for a giveaway platform. We’d recommend SweepWidget. Then, choose a prize for the giveaway and set the entry requirements—the actions that users have to complete in order to be entered into the draw. Your entry requirements should align with your Facebook marketing goals, for example: If one of your goals is to grow your audience, the entry requirement could be ‘follow our Facebook page’. If your goal is to build your email list, the entry requirement could be ‘subscribe to our newsletter’. If your goal is to drive website traffic, the entry requirement could be ‘visit this page’ or ‘share this page with a friend’. If your goal is to promote a new product, the entry requirement could be ‘submit a name idea for our new product’. You get the idea. Giveaways like these have tons of viral potential, so they can reach thousands of viewers and drive superb results. Related reading: 8 Proven Facebook Giveaway Ideas To Generate Maximum Engagement, Traffic, And Sales Another marketing tactic you can try is to create a Facebook Group around your business. Groups are a great way to connect with your audience without being at the mercy of the news feed algorithm. They’re especially useful if your main goal is to boost brand loyalty or sentiment Related reading: 15+ Ways To Grow Your Facebook Group 3x Faster , How To Start A Facebook Group And Get Loyal Fans You can even try promoting your business on other Facebook groups that your target audience hangs out in. Just make sure to pay attention to group rules and only promote your business if the rules allow. Step 9: Track, measure, and optimize Your Facebook marketing strategy isn’t something you create once and never look at again. It’s something you constantly refine and improve on. With that in mind, the final step is to track and measure the results of your campaigns, and then use that data to optimize your strategy going forward. How to get started In order to measure the success of your Facebook marketing strategy, you’re going to need the right tools. Sendible is great for keeping track of your KPIs. It comes with excellent analytics and reporting tools, ROI tracking, and even a social listening tool (so you can keep track of things like brand mentions and sentiment). Look at the data to figure out which of your efforts are having the biggest positive impact on your KPIs. Then, prioritize these efforts going forward. For example, let’s say your goal is to build brand awareness, and you notice that after running a Facebook giveaway contest, your brand mentions and social share of voice shot up. In that case, you might decide to run a new contest every month. It’s also worth experimenting with different ad creatives, placement options, and audience targeting. You can set up A/B tests from your Facebook Ad account to compare two variations, and then determine the winner. Final thoughts That concludes our guide on how to create a Facebook marketing strategy. Hopefully, you now have all the information you need to start promoting your business on Facebook. Remember: Facebook is just one of many social media platforms that might have a place in your wider marketing strategy. With that in mind, you might want to check out our guide on how to build a complete social media marketing strategy while you’re here. Or for platform-specific advice, check out these posts: How To Get More Followers On Twitter: 30 Proven Methods 30+ Instagram Tips, Features & Hacks To Grow Your Audience & Save Time How To Get More Views On TikTok: 13 Proven Strategies Disclosure: Our content is reader-supported. If you click on certain links we may make a commission.