- Content Conveys our Expertise and Value Proposition – If you read 2 or 3 entries of this blog, you will learn what StartUpSelling provides, why we feel it is important and how we believe we are different. This sounds like information that would be included in a sales pitch, but in a blog it is woven into the fabric of useful and educational information. Blogging allows prospects to learn and glean valuable insights without commitment, and allows the writer to deliver their marketing message – at the same time.
- Its Another Venue to Interact with Clients and Prospects – Some prospects like to talk on the phone, some like to interact via email, some like to connect on LinkedIn. Others like to read your content for weeks or even months before they develop an interest in the source. We regularly have conversations with prospects who explain they have been following our blogs and over time realized that their needs exceeded what they can read about and implement internally – now they enter our pipeline.
- Blogging Allows me to Share What I Learn Expeditiously – When I am working with clients and colleagues or learning from other industry experts I pick up many useful insights and concepts. A B2B blog gives me the opportunity to quickly apply that insight and pass along the information. A few minutes ago I had a reminder of the value of a blog, now I am sharing that reminder with you.
- Posted on April 6, 2017
- by John Scranton
Once a month or so, my wife and I invest our Sunday in the careful production of spaghetti sauce. We use her family recipe, which begins with 3 pounds of ground sirloin, 10 large cans of tomatoes and a page long list of vegetables, spices, herbs and other goodies – and ends with two very large pots of delicious sauce.
It takes about an hour to cook the meat, chop the veggies, and to measure and mix each of the other ingredients. Once everything is simmering on the stove, we wait patiently for 3+ hours while the concoction cooks. After eating the initial celebratory meal, we package up all the extra sauce and freeze it for future Sundays. Factoring in the shopping and cleanup, its long process.
The key elements to sauce success are the variety of ingredients and time. If any of the ingredients are neglected, the sauce does not produce the optimum result. Too little garlic or a lack of fresh basil can cause me to miss the target. Not enough patience will result in an undercooked, mediocre product that crushes my ROI.
Executing a marketing campaign is very much like cooking sauce. With meat and tomatoes you have a foundation that could sustain you, but with a variety of spices, herbs, vegetables and a splash of wine you have a delicious product that will feed you for a long time. Tasting the sauce early on will allow you to measure your progress, but will not be a clear indicator of your future results and return.
Integrating several web marketing initiatives will over time yield a superior result to traditional programs, as long as you are willing to wait until it has cooked long enough for all the flavors to come together.
Originally Posted by John Scranton on January 9, 2012
Posted in: B2B Marketing, Business, Insurance Agency Marketing