Listen: WHAT WILL WORK IN 2020 FOR B2B MARKETING AND LEAD GENERATION
"Hey Rena thanks for joining us today as we get started. Tell us about yourself. Hi My name is Irena. And I'm in San Diego California orange. I do marketing strategy. Really Love just any marketing challenges that I can find And helping them kind of revive businesses. How did you get interested fitness polisher? Actually so my dad's first business so I have ten brothers and sisters to kind of get started all right And my dad. Will we actually deliver newspapers. And then my dad opened up a business when I was about thirteen. Fourteen minute only lasted about a year And actually failed and then it kind of It was Kinda hard time in her family but then I realized what is it that I can do for other businesses that are failing like what was it that was missing from his business in particular so I went into it. I I mean I learned everything there was to know about marketing especially Ashley like the more challenging business platforms like very niche markets and. That's because I I hear a lot of people especially the early in their career. They think the only alternative is starbucks. McDonald's Walmart and I'm like no every company needs marketing. Being help social media help Edwards Youtube bads all of the stuff that you know with a month of training meaning you can be okay at right exactly and I really get into the year. You can use super good at it. Yep and you have to start early because if you start start early then you kinda get the upper advantage and then you have that fire in the very beginning and so then it kind of goes and it kinda takes a life of its own so marketing a superport. Antibodies Johny Right. And I've always said because I've always been at companies and I was never really happy with the marketing people because they knew what to do but they either didn't care care or they were doing what worked five years ago. Yeah because it's it changes so fast that is that's a hard thing because if somebody it has their own business and it typically marketing business. I mean somebody's focus could potentially change to finding new clients and then they do the bare minimum and then they don't you know they collect patron check. I know that's I mean it's something that I have to fight to make sure to stop myself from. I only take a certain the amount of clients and make sure you know focus on who you have and because marketing is like the most important yeah and I think a lot just seem into either do what they did at their last company or copy their competitors exactly if you copy your competitors than you don't have marketing you just have equal playing ground. You got to do something different. I do yeah I do think that finding what the competitor is doing a super important so like right when I get like any any kind of business model I look what the competitors are doing. I look on the back end of their website find out what keywords are ranking for financial. Xactly what it is that they did but finding new ways. That's and you know what a lot of the times I found. That press is the best way to kind of it. It's something that not everybody is doing. But it's something that gives against the brand awareness. Well that's it when it suits social proof and content in once right because someone else's writing about you or talking with you or about you instead of just you. Yeah Yup. Yeah who's your ideal customer my honestly it could be anyone a general person Could be anyone with any kind of business idea but the ideal where like I figured out a system that works and brings in Leeds consistently our health and wellness so like bariatric surgeons dentists. Search anything things like that but how you get in touch with them. What's your approach is the word of the word of mouth marketing for those because that's my bread and butter but my passion are those B. Two B. businesses software companies? Anybody I mean. The markets are so niche that it takes my mind into work so I like those I like my mind. Let's dig into that possess more of our audience and kind of the audience that I work with when you go into a software company. What's your process like getting any software company? Let's say they want to work with you to get them to kind of cooperate. And how do you come up with your strategy. Yeah well the first process is to make sure I know the company so I'm GonNa ask many questions as I can to kind of know what the business platform is. The second thing I do is I do all the research again to find anything online line or digital to make sure that when I have a conversation with them they realize hey. I've done my work to know who you are. What you what you bring to the table? And then from there there I basically start going into strategy and my strategy always has to do with the biggest bang for the smallest. What is it that will will give us At I mean I guess if we go into the nitty gritty like landing pages finding out even like Google outwards finding out making shuttle landing page converts looking at past Marketing Strategies that you are working but seeing what else I can do to fix them up and kind of giving them my two cents hour so so do you do like an audit I to see what they're currently doing and the results they're getting. I always do an audit The reason is because there are little things that I can find that just I can make a world of a difference and everybody's getting instant results and if they can see instant results then they'll trust me for the long term strategy because that does tape trust to kind of three months and then you'll see results because even like Edwards is turned into a career in and of itself. I mean I've been doing it. Almost it was twenty years I started on like a family business and it just blew the business up and it was like eight cents back back then. Today it's like eighty dollars for any click. It's it's crazy. There are businesses that will light up with it. I mean there's one that just you put in two thousand dollars you'll get back like ten thousand dollars also ones that don't and in the challenges because Google on where it's facebook all those. If those are working you have to kind of think out of the box and then for that. It's like reaching out to influencers finding out and going direct to people that could market for you because like physicians who sell it to their clients. Not Now. That's what I was software companies. They tend to they have a content strategy which is good but they don't have a platform or an audience yep so the inbound just doesn't have what it did ten years ago is everyone's doing it. Yep Yeah and there's still. So how many software companies out name soul to. I mean. It's the day needs where everyone is being sold to on a daily basis And so you Kinda have to think creatively. You can't be selling you. Can't you have to basically find people that are going to look for you and then put yourself there because if you're selling chances are six months down the road. That person won't be happy because they feel that they were. So if you are kind of if you can strategize a marketing strategy that will make the client feel or the user feel as though they went after a lot more customer for sure right kind of educate them and can kinda give value to them build a no like entrust kind of relationship before you try and get them to convert Yup exactly we and so like. Yeah so I mean. There are two different kinds of like websites where one you'd go in and wants his try for free. Try for seven dollars for seven days. Anything and people instant by the other one is it kind of goes through different ways that it It might help you start with your free trial or it might even like by the end. Those I think I mean there's place for both of those ones I would assume or I might gather they might have a longer her life customer because a person was sold into it instead of just buying it right. Yeah what do you see people doing wrong mostly especially especially with marketing general or ads or yeah Well first you have to make your ad will convert so make sure it's something something that Looks good represents your business isn't just something that you throw up there with some words on it Because I mean first impressions are key anything to do for concussions. The second thing is landing pages. People don't realize that a click to your websites. I mean that really do the trick. You have to make sure that your landing page will sell them on what it is that you're giving them. You basically got twenty percent with the Google Click. That's how I think about it"