I spend a lot of time doing research on the Web or catching up on the top news stories affecting the PR industry and the industries of my clients. Often time, however, after hours of reading page after page of tiny, cluttered Web site copy, I find myself squinting, leaning in toward my computer and not following any of the guidelines for ergonomic computer safety.
The other day I stumbled across a fantastic Web site called Readability. Readability is a free tool that allows users to customize their Web viewing settings to make reading copy on the Web easier and less straining. And, it removes clutter around the copy so it’s easier to focus.
It’s so easy to install. Just visit Readability, select your preferred settings then drag the Readability badge to your browser’s bookmark toolbar. That’s it. Then, whenever you’re reading an article or copy on the Web that you want simplified, just click on the Readability link in your bookmark and the page will automatically be converted.
Readability is quickly becoming my favorite tool. If you’ve never used it before, give it a try the next time you’re reading copy on the Web. Or better yet, create a well-designed, readable Web site in the first place!
If you’ve ever heard me extolling the benefits of working with our strategic partner, Loop Demand Gen, or worked with me on a multi-touch marketing communications program, you’ve probably experienced me pulling out an 11X17 sheet of paper with a flowchart on it. You might be wondering why I create a flowchart or process flow for all of the campaigns I develop. Here are a few reasons why I’m addicted to flowcharts:
1) B2B marketing is complex: At Canyon, we only do Business-to-Business integrated marketing communications programs. That means we deal with long sales cycles, multiple decision-makers, many touch points, lead scoring, trigger-based marketing communications tactics, etc. It’s always good to show how everything works together on one page.
2) Nothing slips through the cracks: When you flowchart something, it’s easy to see where process breakdowns may happen and fill in those gaps.
3) I’m a visual person: I need visual stimulation all the time and I like pretty pictures. Therefore, I think a lot of people respond to this type of presentation instead of words on a PowerPoint slide or a written proposal (Bor-ing!).
Take a look at my sample Loop flowchart above (click on it to enlarge). Do you think it conveys a B2B demand generation process flow effectively? Do you make flowcharts for your business? What’s the strangest thing you’ve ever flowcharted out?
It’s that time of year again. Here at Canyon we’re in the throws of 2011 planning and beyond for many of our clients. As part of the planning process we’re constantly exploring opportunities in the B2B space.
Did you know that by 2013 cell phones will outnumber PCs for surfing the web? Is your company’s Web site ready? I found this great blog post by Jeffrey Cohen on the impending social mobile experience and some initial steps your company can take to prepare:
Check out your site on several mobile devices to see what users currently experience.
Plan for the future mobile experience by creating a hardworking mobile site.
Don’t forget your blog. Make sure your content is easy to access, read and share.
Remember as with all communications you need to approach it from the customer’s point of view. Consider what motivates them to purchase your product or service and speak to that.
Meeting with customers face-to-face is an integral component in the B2B sales cycle, not to mention business in general. Have you ever been in a meeting that lasts too long or feels unproductive? You’re not alone, it happens to companies every day and some aren’t taking it sitting down.
Make sure to remember the following keys to meeting success:
Create a clear agenda – this sets expectations and helps everyone stay on task
Keep it short – time is money
Ditch the smart phone/laptop – distractions promote lack of engagement
Team up – involve the appropriate people
Follow up and through – take away action items and take responsibility
At Canyon, we have our weekly production meeting standing up. What unique meeting techniques does your company implement?
For a number of reasons, the term ‘trust’ is mostly void of value in today’s B2B environments.
There are new ‘P’s’ that influence highly skeptical B2B buyers. Politics, price sensitivity and pundits (everyone’s an ‘expert’) have made the idea of true partnership an insurmountable task. The best way to foster trust is by making it a mutual exchange:
Ask customers and prospects what information they value when making a buying decision. Inquire about how they prefer to receive information.
Develop a message that delivers information honestly. State why your products and services are different and communicate it in a credible way. Make sure your company is organized and equipped to follow through on any claims you make.
Be sincere when accepting feedback. Move quickly when responding to issues. Take the time to recognize and be grateful for good fortune that comes your way.
Trust helps cement relationships that lead to long-term customers. At Canyon, our sole focus is to help our clients connect and build trust with their customers through marketing communications. It’s a goal we embrace, rally around and tackle on a daily basis.
How do you foster trust with customers and prospects? Interested in a partner you can trust?
