Guerilla Sales & Marketing by Lori Turner-Wilson http://www.stategazette.com/blogs/1736/ en-us Capturing consumer attention http://www.stategazette.com/blogs/1736/entry/70369 By Leslie Graff Marketing Strategist at RedRover Sales & Marketing How much time do people spend with your marketing materials? For years we’ve been telling you to make your marketing content shorter. After all, the human attention span is 8 eight seconds. That’s 1 one second shorter than your average goldfish. But what if you could get your customers to spend 30 minutes with you, maybe even share your materials with their colleagues over lunch? According to the Content... Sat, 18 Nov 2017 01:06:28 -0600 The power of no http://www.stategazette.com/blogs/1736/entry/70320 When your business is young, you naturally welcome every new customer with open arms in an effort to generate cash flow and get on your feet. Too many business owners have trouble breaking that pattern, however, even after their business is more established, with the “say yes to everything” mentality trickling down to the front-line sales team. This can ultimately be a death sentence to a business. What if you could tell a prospective customer “no” and actually earn... Sat, 11 Nov 2017 01:09:03 -0600 Two reasons brand stories take off http://www.stategazette.com/blogs/1736/entry/70271 Recently, Tony Allen’s not-goodbye letter to Memphis spread across our social-media feeds and dinner conversations. It was a letter that left some misty-eyed and others full of hometown pride and hope for the future. That Tony Allen … he sure does know how to make us feel, doesn’t he? Tony’s letter both began and ended with his nod to being the brand spokesperson for Memphis International Airport. For the past two NBA seasons, this strange-bedfellows partnership won... Sat, 04 Nov 2017 01:31:57 -0500 Focus on EQ Vs. IQ with sales hires http://www.stategazette.com/blogs/1736/entry/70224 Hiring sales talent is tricky, as it can be difficult to distinguish between those who are merely strong at interviewing and those who will actually be strong on the job. Why? Salespeople are particularly good at reading people and delivering the desired response. The trick is to peel back the onion during an interview to ensure you’re getting an unfiltered view of each candidate. This can be done by combining two techniques. The first is behavioral interviewing, which is based on... Sat, 28 Oct 2017 00:38:28 -0500 Avoid these top sales excuses http://www.stategazette.com/blogs/1736/entry/70172 Sales greats have the ability to adapt based on their audience, are able to embrace rejection as an express pass to their next “yes,” and generally have a high degree of emotional intelligence. But even veteran sales pros can fall into the trappings of excuse making as a way to cope with sales hurdles. Being aware of these top sales excuses and how to overcome them can ensure you continue to sell at the top of your game. Our prices are too high. There will always be a cheaper... Sat, 21 Oct 2017 00:44:55 -0500 Avoid these sales proposals fails http://www.stategazette.com/blogs/1736/entry/70122 You put so much time and energy into getting a prospect to agree to a meeting, preparing for that meeting, pitching your services, and gaining agreement from the prospect to consider buying. So why, all too often, is so little time spent on the sales proposal itself? It’s like running the ball to the ten-yard line and then sitting down on the field, which inconsequentially, is essentially what my team did this past Sunday. Consider these top reasons most sales proposals fail. Many... Sat, 14 Oct 2017 01:39:53 -0500 Linkedin lead gen best practices http://www.stategazette.com/blogs/1736/entry/70059 According to HubSpot’s State of Inbound 2017, 63 percent of marketers find generating traffic and leads to be their biggest challenge. In that same report, sales representatives find identifying good leads as one of their primary struggles. While marketers and salespeople alike find generating quality leads to be challenging, LinkedIn offers plenty of new features that allow you to prospect and gain leads. Sure, Facebook is larger, but LinkedIn reached 500 million business... Sat, 07 Oct 2017 00:00:00 -0500 Mobile optimization – a competitive advantage http://www.stategazette.com/blogs/1736/entry/70016 By 2019, mobile ad spending will likely represent 72 percent of total U.S. digital spending (source: eMarketer). In 2016, mobile became the primary type of device used to access websites. That's a huge milestone and the reason properly optimizing your website for mobile users is a critical brand priority. It can create a highly coveted competitive advantage. Follow these best practices in mobile optimization to ensure you're giving an ideal experience to mobile visitors to your site.... Sat, 30 Sep 2017 01:08:26 -0500 Corporate disaster aid: how and when http://www.stategazette.com/blogs/1736/entry/69950 Disasters are chaotic and complex. Just a few minutes of howling wind or shaking earth can leave years of cleaning up, rebuilding and coping with a new reality. Naturally, people want to help when they witness significant duress, like we’ve seen recently with hurricanes Harvey and Irma and like we’ve seen countless times globally. Some of the greatest moments I’ve witnessed in business have come in the aftermath of disasters. But, those moments didn’t happen by chance.... Sat, 23 Sep 2017 01:11:06 -0500 Method over madness: your marketing budget http://www.stategazette.com/blogs/1736/entry/69891 It is that time of year. No, not the start of football season – the start of budgeting season. If you’ve had a great year and your 2017 marketing efforts are producing a strong, measurable ROI, then setting your 2018 marketing budget may not be too difficult. But if this year’s plans just haven’t generated results for your organization, you may be left wondering what to budget for 2018. There’s certainly more than one effective method of determining next... Fri, 15 Sep 2017 23:15:10 -0500 Old hat versus new tricks http://www.stategazette.com/blogs/1736/entry/69828 By Jenny Jo Conner It’s no secret businesses see value in leveraging technology like social media in their marketing efforts. While technology has opened new doors in customer acquisition, it has also created new headaches for sales teams who find themselves struggling to adapt in today’s changing market landscape. Consumers in today’s digital age have more information at their disposal than ever, like product features, prices and customer reviews. As a result, customers... Sat, 09 Sep 2017 02:06:24 -0500 Ignite your site's SEO http://www.stategazette.com/blogs/1736/entry/69774 You have likely invested, to some degree, in search engine optimization -- or SEO -- to improve how prospective customers find you via an Internet search. Unfortunately, few companies continue to invest in this vital strategy. Given that Google updates its search algorithm 500-600 times a year, there is little point in one-and-done SEO efforts. You must continue to invest each month to keep pace with Google's changes, as well as your competitors, on the SEO front. A solid SEO strategy... Sat, 02 Sep 2017 02:08:12 -0500 Igniting customer advocacy http://www.stategazette.com/blogs/1736/entry/69712 ~Editor Note: This is part two in a two-part series. Darwin’s “Origin of the Species” indicates that it’s not the strongest of species that survives, nor the most intelligent. It is the one that is most adaptable to change. Likewise, your marketing strategies must evolve to align with the changing ways consumers are progressing through the customer lifecycle. For example, many are relying much more on advocacy, often in the form of social media reviews by customers,... Sat, 26 Aug 2017 01:42:54 -0500 Evolving customer lifecycle http://www.stategazette.com/blogs/1736/entry/69660 ~Editor’s Note: This is part one in a two-part series. The B2C (business to consumer) customer lifecycle is used to describe the phases a customer progresses through when making a purchasing decision and is generally broken down into these five phases: awareness, consideration, purchase, service and advocacy. Where movement between the stages was once more predictable—customers progressed in a linear fashion and marketing strategies targeted pre-purchase stages—Forbes... Sat, 19 Aug 2017 01:32:24 -0500 What is MROI? http://www.stategazette.com/blogs/1736/entry/69603 Have you ever looked at your organization’s marketing spend and wondered, “what do I have to show for this?” Or maybe you spent the six figure marketing budget and have to justify the same spend for the upcoming budget year. Either way, you need to calculate marketing return on investment (MROI). First, let’s define it. MROI is the value associated with specific marketing efforts, less the cost of those efforts. To find the MROI percentage, we’ll have to do some... Fri, 11 Aug 2017 23:25:20 -0500 Pardon my jargon http://www.stategazette.com/blogs/1736/entry/69557 We tell ourselves that the use of clever, intentional phrasing designed to encapsulate thoughts as succinctly as possible is the perfect method for communicating with our audience. But are we telling ourselves the truth? Jargon is so widespread in business that it has become its own language. If you’ve ever asked others to “buy into” an idea, “think outside the box,” or “drink the Kool-Aid,” you’re “guilty” of jargon. While... Sat, 05 Aug 2017 13:36:11 -0500 Using Facebook for lead gen http://www.stategazette.com/blogs/1736/entry/69495 Facebook now has 2 billion monthly users and accounts for 10 percent of all website visits. So, you’ve probably already taken the time to set up a Facebook page for your business and are making regular posts part of your marketing strategy. Today, I'd encourage you to think of Facebook as more than just a marketing communications channel. It can be a strong source of sales leads, too. Start your Facebook lead generation efforts with an advertising campaign. Facebook’s... Fri, 28 Jul 2017 23:50:39 -0500 No. 1 business killer - complacency http://www.stategazette.com/blogs/1736/entry/69439 While the actual activities take on different forms, at the end of the day, I’ve come to the realization that I’m a change agent for companies dissatisfied with their current sales and marketing outcomes. I was taken back years ago by the clarity offered from an area CEO in this statement: “We can’t expect a different outcome if we aren’t willing to change what we’re doing.” We can surely all agree that his statement holds true. Why, then, do so many... Fri, 21 Jul 2017 23:53:03 -0500 Reviving prospects that go dark http://www.stategazette.com/blogs/1736/entry/69390 If you’ve been in sales, you’ve found yourself wondering about a prospect who was highly interested in your offering – and for whom you invested significant time -- only to find them suddenly incommunicado. While it can be frustrating, don’t give up. It’s worth some creativity to either revive the relationship or garner a “no,” allowing you to move on with certainty. Start by putting yourself in the prospect’s shoes. The reason for their silence... Sat, 15 Jul 2017 01:07:41 -0500 Brand personality - channeling Pinocchio http://www.stategazette.com/blogs/1736/entry/69354 By Tricia Warren Why do some brands speak to us and ignite our souls while others leave us feeling … uninspired? What is it about a brand that makes us feel happy, excited or safe? The answer? Personality. Like Pinocchio turning into a real boy, a “real” brand has serious personality. These brands inspire the hearts and minds of customers and experience the effects of customer advocacy, but no brand gets there overnight or by accident. For any brand to thrive, it... Sat, 08 Jul 2017 00:16:24 -0500