- B2B pay-per-click also requires some important considerations. Like yes, pay-per-click advertising, Google search advertising on Google ads is remarkably similar for any business because you're basically
bidding on certain keywords. You're running ads, you're driving people
through to a landing page. But for B2B, there are some
really important considerations. Firstly. (tape whirring) (dramatic music) I've got a joke for you. What does B2B stand for? You give up? Boring to boring. Here's the thing. B2B marketing gets a really bad rap. In fact, when most people
think of B2B marketing they think of really boring dry articles in dull trade journals. They think of cold outreach on LinkedIn, or they think of the trade show. Oh, by the way, on the
topic of trade shows, this video isn't about using
trade shows for your marketing. But if you are, I do have
a tip because we've tested a fair few. So really far back in the
early days of Exposure Ninja, we used to do a lot of trade shows and we used to find pockets
of clients that we'd have and then we'd go and do a
trade show for that market. So for example, we worked with a lot of dentists in the early days of Exposure Ninja. So we go to the dental trade shows and we'd set up and we noticed
these people walking around, all these dentists, looking
for help with various things in their business. And we'd really have trouble
attracting them to our stand. So what we did is we tested
a few attention grabbers and the one that we found
to work best was sweets. Having sweets in a little bowl
at the front of your stand on the little table. We even split tested the sweet and found that licorice
allsorts were the best pull. You know, the best thing that
we could offer on the front of our stand to get these
dentists to come over and engage with us. We noticed a particular behaviour though, a particular pattern amongst the dentists that came to these trade shows. So you imagine you walk
into the trade show. And one of the first things
that you got handed at these dental trade shows was this canvas bag provided by one of the
sponsors of the show. So like a dental software
company or, you know, a receptionist service,
recruitment service, or something like that right? So you get given this canvas bag and we noticed the dentist all
hooked this over their arm. And a number of them
actually walked around kind of holding it open
on the side like that. And what they would do
is they would walk from stand to stand and they're
scanning the whole time. What can I grab? So they're grabbing like the pens, they're getting the pens. That's why they hold the canvas bag open. 'Cause they're getting the pens
and they're sticking them in the bags to take home. They see, oh, over there
there's some notepads. Grab the notepads, stick 'em in. Brochures, great, grab 'em, stick 'em in. DVDs, grab, stick 'em in. And we noticed them doing
this all the way around. Now, when they came over to our stand, they would kind of hover
over, you notice, you know, they've clocked something
and you'd see their eyes hit the licorice allsorts. They'd notice the licorice allsorts and they'd kind of slink on over. Now obviously some of them
wanted to avert our gaze because they didn't want
to talk about marketing. They didn't want us to try
and sell them marketing. So they would slink
over and they, you know, the brave ones might say are these free and pointed at the licorice allsorts. But the other ones just
wouldn't ask at all. They'd just come and grab some. The most brazen ones, by the way, this only happened with dentists, not with any other type of
business that we tested with, this only happened with dentists. The most brazen ones would
have their canvas bags open. They will pick up handfuls
of licorice allsorts and they would stick them
in their bag to take home. Absolutely mental. Anyway, but there's a quick freebie tip. If you are going to be doing trade shows, try licorice allsorts. So when people think B2B marketing, that's what they're thinking. Boring trade journals, trade shows, and jump on a call messages on LinkedIn. On the other hand, when people
think about B2C marketing, what do they think about? They think about influencer campaigns. They think about really
exciting organic search stuff. Getting hundreds of
thousands of visits a month. They think about doing PR and
getting press and being on TV. They think about all this exciting stuff, they think about amazing
ROI and rapid growth. Well, fear not B2B friends
because in this show, bad B2B marketing ends today. Bold statement. It ends for you.
(dramatic music) Okay, so welcome to the show. My name's Tim. I run a digital marketing
agency called Exposure Ninja and we help our clients
generate more leads and sales from the internet. In this episode we're going
to be looking at seven B2B marketing strategies
that anyone can use. And by the way, you can even
use these if you're B2C, but that's going to get
a little bit confusing. So let's just get straight
into the strategies. Actually, before we do that though we do need to cover a couple of things. You can call these
mindset hacks or whatever, but these are really important
to give context to everything that we're going to be looking at today. The first of those is that
just because your competitors are boring, doesn't mean
that you have to be. A lot of what goes on in
marketing in a particular market is because people copy each other. You get one business doing
things one way, they grow, and then everyone copies them and you get this kind of
perpetual cycle of in many cases, boring marketing that is copied over and over and over again. People make the assumption
that just because other competitors are playing it
safe that they have to as well. Now I want to challenge you on this. Exposure Ninja is B2B. This is Exposure Ninja marketing. Most of our competitors are well boring and I've been called loads of things, but boring so far, touch
wood, hasn't been one of them. So you don't have to be boring either. Misconception mindset hack number two is that you are selling to a business. You are never selling to a business. You are always selling to a person. And sometimes people buy
on behalf of themselves. Sometimes people buy on
behalf of their company. So when they're going home,
they're buying Gymshark stuff. They're buying workout supplements. They're buying food and drink. They're buying fast moving consumer goods. So they're acting as a B2C
target some of the time and a B2B target some of the time. And alongside these fun, cool
things they might be buying your waste management
services when they're at work. But they are the same people. And how we make decisions
is basically the same. We are tapping into what makes people buy and what attracts them
to certain businesses. They only have one brain and they only know one
way to make decisions. So whilst there are
definitely some subtleties and some major differences
between B2B and B2C sales cycles, actually how we market to
people doesn't need to be as different as most B2B
businesses think it needs to. Most of the difference with
B2B marketing is because you're targeting a smaller audience
and you have much more specific messages that you need to give
them because you're offering working to a longer sales cycle. But in terms of the things
that actually make people buy and get their interest, much more similar than
people give them credit. Another key difference from
B2B and B2C is that there are often more decision-makers involved. And like I said you might be
working with people that have a much longer sales cycle so
you might need to focus more on training and education to
help them learn how to buy before you actually sell to them. And that can have implications for some of the marketing channels and
the strategies that you might gravitate towards, but we'll cover those in today's show. By the way, if you're enjoying this, here's something else
that you might also enjoy. Our company Exposure Ninja
helps our clients generate more leads and sales from their website. You might not be a
client of Exposure Ninja. In fact statistically speaking the majority of the world
still isn't a client of Exposure Ninja, much to
our intense disappointment. But we still want to help you. So if you want to help
generating more leads and sales through your website, then what you can do is
request a free website and marketing review from the team here at Exposure Ninja. All you need to do is go to our website. Yes, it's really that simple. We just go to ExposureNinja.com. We'll then ask you a few
questions about your business. Once you've answered those, we will then prepare a
review of your website, your digital marketing,
and your competitors. We'll take a look at
what you're doing well, what you could be doing more of. We'll also find the low hanging fruit, the stuff that you could
improve in order to generate more leads and
sales through your website. We'll do the same for your competitors. Seeing what's working well in the space, which you could exploit,
and what's working poorly, which you probably wanna stay away from. We'll put all of this information
into a 15 minute video, which we send over to you by email, usually within two to three working days. It's fantastic. So go to ExposureNinja.com, click the big button to
request your free website and digital marketing review today. Okay, so thing number
one is to get super clear about what you do and who you do it for. There is a misconception
that we've noticed amongst a lot of our B2B clients
that because they're selling to a more experienced audience or they're selling to
people who they perceive know what they want more
because they are professional in that area that they can
afford to somehow dial down the clarity of their marketing message. This could not be further from the truth. In fact, let me talk through an example. So MailChimp is an
email marketing platform and they sell to businesses. There are so many email
marketing platforms out there. They are 10 a penny, and there's very little to
choose between a lot of them. But the messaging that MailChimp uses, and we can see this very clearly when we look at the headline
which says build your brand, sell online, all in one place, our marketing and commerce
tools work together to help you run your business. This is very different positioning to where their competitors are, which is basically we help you
improve your deliverability. We help you get your emails
throughout to people. We help you automate the sequences. MailChimp is about building
your brand and selling, integrating the marketing
and commerce tools. So this is a B2B space, but
they have carved out their own niche within this. How much of this is about
having a differentiated product can be argued, but that
doesn't really matter. This is about making sure
that when customers say, why should I choose you rather
than one of your competitors, you have a clear and compelling answer. If you need more help with this, we have another video
all about how to build your positioning statement. This is what this is really all about. Well, what if you're selling
something that is literally identical to other people or
that your audience perceives as being identical? Well, you can still differentiate
and you really should. Here is one of our fantastic clients CHAS. So how do they differentiate
given that their customers might not be as educated as
knowing the differences between what CHAS is offering and competitors? So what they do is they
rely on credibility to persuade the visitor to use
them rather than competitors. So notice how there's
allsorts going on here. From their headline saying
we are the UK's award-winning and leading, from the use
of the Feefo platinum awards and the number of
reviews that they've got. And also the logos and names
of the reputable clients that they've worked with. So what they're doing here
and what we're doing when we built this site was helping
them to differentiate themselves from their competitors. This is really important in a B2B setting. And so many companies don't
give it the time it deserves because they think, well
our audience is educated. So they're going to
understand the differences between the options. Not so. Your audience is just as busy as you are and any help you can
give them to choose you is gonna work in your favour. Strategy numero two is to get
your B2B SEO strategy nailed. Now, there are loads of
similarities between B2B SEO and B2C SEO. Don't get me wrong. Content, links, relevance. These are still really important. In fact, this is the
fundamentals of whatever SEO you're going to be doing. SEO is all about ranking pages
of information with links. This is what SEO is, but there are some important
subtleties with the targeting and the strategy that
you're following with B2B SEO versus B2C. Consideration number one is
that you're often going to be selling to a smaller audience. For many of our B2B clients
that small search volume isn't necessarily an
issue because they have a high average order value. So it's still worth
targeting those phrases to get those people onto the site. The other main consideration with B2B SEO is the sales cycle. Like we said in the intro, the sales cycle tends to be longer for a lot of B2B businesses, which means that they're
helping the potential customer go through more of a journey
from awareness, interest, desire, all the way through to action. So what this often means
for B2B SEO is that you're targeting more informational terms. And even some of the terms
that you think might be commercial, i.e. might
immediately lead to a purchase, actually you'll often see
there are informational pages showing up in the search results. What are you talking about Tim? Let me explain. So let's say for example
that you were looking for a chat bot for customer service and you go onto Google
and you type in chat bot for customer service. You might reasonably expect
that this is going to show you a page of chat bots and all
of these pages have been optimised for chat bots
for customer service. And there are going to
be people trying to sell you a chat bot. You'd be wrong. What you're going to see instead
is that the majority of the search results on that
page are informational. These are articles, they are blog pages, they're knowledge-based pages, they're information about chat
bots for customer service. So what's going on here? Has Google completely lost its mind, and it's showing the wrong
sorts of search results? Possibly, unlikely. What's actually happened here
is that the people searching for these terms have clicked
on these sorts of pages over and over and over again. So Google has got the picture
that actually what people are really looking for is
information in this scenario. So if you're trying to build visibility for a term like this, what you want to do is you
want to play the information, you want to play the
long form content game. You'll want to provide some
really in-depth information about this topic. And then if you want to sell your chat bot for customer service, what you need to do then is
either get someone to sign up for some sort of email
thing from your article, or link your article through
to the pages where they can actually sign up for the service, or both. And that's how you're going
to turn that informational searcher into a customer. But you've got to recognise
the intent behind the search and what people actually want
according to where they're at in the buying cycle. Tip twa, social media. Yes, even for B2B. Social media. Now let me get this quote right. IDG research shows that 84%
of C-level and VP level buyers turn to social media when purchasing. Now to be honest that's worded in a way that I don't really understand. And I definitely don't understand
how that was put together. But what I do know is this, that big boss person that
you're trying to sell to is taking their phone into the toilet. And when they do that,
they are scrolling social. Everyone is doing it. And that means if they are
there, you need to be there too. I mean obviously not there, but you know. That connection with your
audience is really important. You know you might imagine that
B2B buyer is somehow kind of disconnected from what they're buying. They're just kind of doing
this on behalf of work and they don't really care. Actually, according to Google, B2B buyers have a significantly
higher emotional connection with their vendors than B2C customers. Now the trouble with
social if you're a B2B, you've tried social and
you're just like, ah, there's no way to talk about
waste management that is fun. The trouble is that a lot of
B2B companies tend towards facts and stats. Yes they go straight for
the logical argument. This approach doesn't tend
to work that well on social because on social people
are typically heading there for stories, they're
heading there for personal. Now this great example from
HubSpot shows that actually there are ways of winning on social even if you're a B to B company. You'll notice for example
that in this video, a lot of it is kind of
personality led, like me. I'm not trying to bombard
you with facts and stats and read from our latest white paper, because that is dry as you like. And people just aren't into that stuff. Now not to get all inception on you, but the video that you're
watching now is B2B marketing. And we've intentionally made
this in a way that's a little bit more like entertainment, a bit more like vlogger
style than it is some kind of traditional white paper
presentation with me stood in front of a big white wall with
a lectern and slides. And you're probably watching
or listening to this on a platform, which is B2C predominantly, whether it's a podcast or video. Most of our audience are bored and confused by marketing information so we're trying to do the
opposite and you can do this too. Even if your audience
understands what they're buying, you can still educate. You can still educate and
interest them and you should. So don't be afraid to
be the personality oasis in the desert of boring. Your audience might be craving it. They probably are. Tip number four, video. We're seeing a lot more B2Bs using video. You've even got companies like
Adobe doing things like this, where they're actually using vloggers. Now if you look at the time
spent on each platform, YouTube is killing everyone. Everyone. People think Tik Tok's hot. YouTube is crushing it. Instagram, YouTube is crushing it. Why is YouTube crushing everyone? Because people love video. It gives us the opportunity
to move from the channels that we have on our TVs, where they're programmed by
someone who doesn't know us, we can build our own
TV channels on YouTube. This is amazing. And you can do exactly this as
well, even though you're B2B. So whilst Adobe's using vloggers, you've got videos like this one, which I've filmed in a sort of lager style rather than a typical corporate style. You can also really mix things
up just like Caterpillar have done in this video. (dramatic music) (machines beeping)
(machines rumbling) (gentle music) That guy kind of looks like, he's saying, what am I doing here right? And by the way my own
personal highlight from this was in the YouTube comments
where BinkieMcFartnuggets says great, just what the
internet needs, another cat video. Lol, great one BinkieMcFartnuggets. And here's the thing about video. Most B2B companies either do
something really, really cool. They just don't realise it
because it's so normal to them. Or they enable something
that is really, really cool, which you can show people. People are interested in the
most crazy things aren't they? And often B2B is just thinking yeah, but you know we're really
boring because we just make these little widgets. And then you find that the
little widgets are like built into the wings
of NASA space shuttles and you're like, hold on, you have something that every
teenager is fascinated in. Let's just show more of that. Let's talk to your engineers
about the tolerances of working in outer space. Let's showcase a bit more about
what makes you cool because in every company there are people that are seriously passionate about what they do. Some people don't think that
pay-per-click advertising is that sexy.
(cricket chirping) We do, we think it's awesome. Some people think that a
website is just a website. We don't think that, we think
that the difference between a website that's rubbish
and a website that's awesome is an absolute gulf and a game changer and the single most important
thing in the entire world. And it's that passion, it's that interest which
keeps people hooked, not necessarily the topic. So show it off and do some videos. And yes you could be shouting
into a camera in your office. B2B turbo level up booster number five is B2B content marketing. Now for B2Bs content
marketing is not king, but it's really important. And the particular part of
content marketing that is important for B2Bs our
blogs and knowledge bases. We've already talked about
the fact that you're often gonna be targeting informational terms. You're going to be targeting
buyers that needs to go through an education process in order to buy. That makes your blog or your knowledge base really important. This is understanding the
questions that your customers or clients might have
prior to their purchase and providing information that helps to answer those questions. Now you can take this to
whatever level you want. On the Shopify website for example you'll see that they are
teaching people how to build a business, they're teaching
people about e-commerce. Obviously Shopify is
an e-commerce platform that people can use. So they've got stuff
about how to use Shopify, but they've also got stuff
about how to build a bigger business and what are they doing here? They're trying to attract
people who are in the process of setting up a business. They're trying to track them
to get them on the Shopify site because if they can do that, then when they come to choose
an e-commerce platform, they're more likely to choose Shopify. You can do exactly this yourself. Now, you don't necessarily have
to get loads of celebrities in this space and compile
these free courses that people can sign up
for and stuff like that. This is more about
understanding what's going on in your customer's head. Whether it's specifically
about the thing that you sell or whether it's about
the step before that, or even the step after that, how can you provide information? How can you collect the
expertise that you have inside your business, and also that you have
throughout your customer base and provide this in a way
that gets more customers onto your site, whether they're
ready to purchase or not. Another B2B example, Salesforce. And by the way if you're
watching the video of this on YouTube, check out this site. This is full of cartoons. It looks so B2C it's not even funny. This looks like fricking the
cartoon page on Netflix, right? But what Salesforce has
done is they've built a blog on their site which is
full of information. It's basically a magazine for people that are their potential customers. They've got things like how
to reopen your business, a guide to reopening. They've got stories to inspire you from some of their trailblazing customers. They've got testimonials and
case studies from businesses that they've worked with
where they share tips and strategies that they've
used to grow their business. This is basically a magazine
for business growth. They provide this to
get people on their site in the first place, but also to have the Salesforce customers come onto this site and get
this level of information and entertainment and advice
shows that Salesforce cares about their growth. So this is a really mature
and high investment approach to content marketing. Now you might not want to go
all the way through to setting up a full magazine. Our client Mint Formations
here has a knowledge base on their site all about
how to set up a company because they sell company
formation services. And by the way if you
need a company set up mintformations.co.uk, great option. So they are restricting their
content marketing to people that are likely to become
a customer in the sort of short to medium term, which is a great way to
get started with this if you don't want to go
full in to running basically a media property designed
for your target customers. So think, what are people into
and what sort of information can we give them? And this is a pure B2C strategy, right? We see this all day from
massive e-commerce brands, but this is something that works fantastically well for B2Bs. And by the way if you're
getting the impression that the key to great B2B marketing is actually to be a little bit
more B2C, you're not wrong. Hey, you may have picked
up a little secret there. Tip number six is B2B
pay-per-click also requires some important considerations. Now yes, pay-per-click advertising, Google search advertising
on Google ads is remarkably similar for any business
because you're basically bidding on certain keywords,
you're running ads, you're driving people
through to a landing page. But for B2B there are some
really important considerations. Firstly, the language that your
target customers are using. Now sometimes we'll have a B2B
client that sells something specific to B2B but actually
there is a B2C version of this. For example, let's say that you're selling waste management service. Your B2B customers will
call this waste management. Your B 2C may call it rubbish
collection or trash collection or something like that. So it's really important that
if you're only serving the B2B side of this market, you
exclude the B2C audience. You can do this through the
keywords that you target, the keywords that you don't target, i.e. the keywords that
you add as negatives, but also through the copy in your ads. It's important that you
differentiate and disqualify people from clicking on your ads. Otherwise you're going
to waste that ad spend and potentially if they end up converting because they don't really
understand what they're requesting information
about you end up potentially informing Google's advertising algorithms that this is more of
the person that you want when you really don't want that person. So trim out the B2C stuff
through the keywords and the ad copy disqualification. Often people searching for
a B2B solution will ask for things like supplier or agency or solution or management. And there are often those
little keyword modifiers that they use which signal that
they are a business customer rather than a customer customer, rather than a person at the pub customer. Consumer I think is the word
I was looking for there. The final tip before the bonus tip. Email marketing for B2B. Again, this is something
that a lot of B2Bs completely write off
because they think, well, we're not Amazon. We don't need to send out
emails to our customers. No, no, no, terrible misconception. Wash your mouth out with
soap and battery acid. That's a little harsh, Tim. It's a bad misconception. Every B2B can be using email marketing. Now, when we get an email marketing client we find loads and loads
of low hanging fruit. The first thing that we'll do is go and have a look at the
emails they're sending. Often they're just kind of
generic broadcast stuff. It's just about the
business, about you know, the waste management company
has changed the sewer pipe in the warehouse. Nobody cares. The much better to take
with your email marketing is to segment your audience into people who have bought from you, people who have bought particular products or services from you, and then you can tailor the
stuff that they're getting. So we'll build automations for
example for people that have purchased something to
remind them when it's time to repurchase and to remind
them to leave a review and that type of thing. We'll build automations based
on particular articles that people have visited or
whatever it might be okay. So take a mature approach
to email marketing. And don't just say that email
marketing isn't gonna work for us just because we have a
relatively small number of customers or whatever. There is so much opportunity
inside email marketing. We've got loads of videos
on email marketing with the fantastic Abby from Exposure Ninja so go and check them out. I'm not gonna duplicate
all of that stuff here, but trust me, the email
marketing for B2Bs is amazing. And you want to invest the
proper attention there. Okay, so there you have it. Seven B2B marketing
strategies that can use. Quick recap, don't mind if I do. And then your bonus tip. Don't worry, I haven't forgotten. By the way, if you're enjoying this, here's something else
that you might also enjoy. Our company Exposure Ninja
helps our clients generate more leads and sales from their website. You might not be a
client of Exposure Ninja. In fact statistically speaking
the majority of the world still isn't a client of Exposure Ninja, much to our intense disappointment. But we still want to help you. So if you want to help
generating more leads and sales through your website then what you can do is
request a free website and marketing review from the
team here at Exposure Ninja. All you need to do is go to our website. Yes, it's really that simple. We just go to ExposureNinja.com. We'll then ask you a few
questions about your business. Once you've answered those, we will then prepare a
review of your website, your digital marketing,
and your competitors. We'll take a look at
what you're doing well, which you could be doing more of. We'll also find the low hanging fruit, the stuff that you could improve
in order to generate more leads and sales through your website. We'll do the same for your competitors. Seeing what's working well in the space, which you could exploit,
and what's working poorly, which you probably want to stay away from. We'll put all of this information
into a 15 minute video, which we send over to you by email, usually within two to three working days. It's fantastic. So go to ExposureNinja.com, click the big button to
request your free website and digital marketing review today. So first principle we
said, don't be boring. Just 'cause your
competitors are doesn't mean that you have to be. Second thing, don't overthink this. We all buy as businesses
as well as consumers. The process that we go through
and the marketing stuff that works is actually remarkably
similar for B2B to B2C. Number one, make it compelling. Make sure you understand
your positioning clearly, and you can communicate
it to potential customers. Think of the MailChimp example. Any way that you can
differentiate yourself from your competitors you're doing something good. Number two, B2B SEO requires
some important tweaks, namely to target
information or content being much more top of funnel a lot of the time, knowing that we're going to
have a longer buying cycle, usually in B2B than B2C. Also, don't be afraid of those keywords which have lower search
volume if you have a very high average order value. Number three, B2B social. Again, don't be boring. Just because you're B2B doesn't
mean that you can talk facts and stats and have people
interested in your social feeds. Think of the big boss
person on their phone while they're on the toilet. What's getting their
attention is probably not a percentage cost saving that
your waste management service gives them over dumping it into the sea. You don't need to be
filming dance Tik Toks. That's horrible, nobody wants to see that, but you do need to be interesting and you do need to play on stories and entertainment a little bit more than you would otherwise. Number four, videos. Think about the sort of
videos that people actually like to watch. How can you tell a story about
what your business does well Just because you're B2B
doesn't mean that it's boring. You have passion inside your business. You need a way of letting that out. Number five, content marketing. Think about those blogs
and knowledge bases. How can you give your target
customers information which is useful and relevant to them? Educate your audience, attract their attention,
keep their attention. That is basically the formula
for content marketing success. Then we talked about B2B
PPC and the difference, the important subtle
differences sometimes between the PPC keywords that we're
targeting for B2B versus B2C. The use of those words like
solutions, management, agency, and making sure we're not
casting too wide a net and picking up some consumer keywords just because they have
higher search volumes. Also don't forget that you
should be disqualifying consumers in your ad copy if there's any
risk that you're going to be picking them up through the
keywords that you're targeting. Final tip was email. It's just a no brainer for everyone. So check out our related
videos all about email if you're interested in
more information about this. Alright, final super top secret tip. You remember I said at the start I'll give you a free tip
about how to use case studies. Well, here's how most
businesses use case studies. And for B2Bs case studies
are really important. So a lot of B2Bs will use
case studies like ChatBot and ChatBot have a case
study on their website which says Valley Driving
School reaches 94% customer satisfaction with ChatBot. And they will publish
these on their website. Now I can only assume that they
have some sort of deal with Valley Driving School
where they are trying to promote their business, or they're trying to attract
lots of other driving schools. Because other than that,
from a marketing perspective, this sort of case study
presentation is supremely suboptimal as we would say. Why is it suboptimal? Well, unless I'm a driving school, I might look at this case study and say, not relevant for me. I'm not a driving school. Also, reaches 94% customer satisfaction. Well, in fact in our business we have a more than 94%
customer satisfaction actually. So reaching 94% will be a wash out for us. Or we might not care about
customer satisfaction. In which case I don't care
about this case study. So what they've done is they've
taken one specific situation and they framed it in a way
that there's a high percentage chance that people won't care. Or even if they do care they
might assume it's not relevant for them because they are
not in the same business as this company, or they're not in the same
territory or whatever. So there is a better way
to frame this case study. And that is to turn it into tips, to turn it into important information. So let's say that your
chat bot helps people improve their customer service. What you might do is
you might write a guide on how to improve your
customer service score by 15%. Five ways to improve your
customer service score to get customers to give
you five-star reviews. Right, this is something
which has broad appeal. People are interested
in that sort of topic. And there is a clear
perceived benefit to them of reading that case study, rather than reading about
some random driving school in a place they've never heard of who has used your service to do something they may or may not care about. So let's say that you write
the guide on how to get customers to leave you five star reviews. Well, one of the tips might
be you want to improve the speed of communication
once someone gets in contact with you to when they get a
resolution to their question. This is something that
a chat bot would do. And in fact here's an example
of a business that used the chat bot to do exactly that. Another tip might be you might
want to make sure that people can contact you from any
device that suits them. And by the way this is something
that a chat bot can do. So you see how you can
take the same information, but present it in a way that
actually means something to potential customers and get
a much higher click through and engagement rate
with it than if you just stick something up that seems
like a thinly veiled promotion for the business that
you're talking about. So there you have it, the secret tip, and don't forget the other
secret tip I gave you. Licorice allsorts of conferences. So I hope you've enjoyed today's show. If you have please like
comment, subscribe, engage with this. If you're listening to the
podcast leave us a review, subscribe to the show. If you're watching this on
YouTube, then leave us a comment. What's your favourite takeaway? What's the best B2B marketing
that you've ever seen? And if you've got any
questions, please do ping us. We are happy to answer them. Until next time, see you soon. Oh, by the way don't forget
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