tech marketing

Posted by & filed under Construction, Life Style.

The popularity of TED talks has given way to a new science – the science of attention grabbing.  Most listeners tune out after the first 20 seconds, and most investors hear multiple pitches each day. At GROW CORP, we’ve learned a few attention-grabbing tactics along the way that we want to share with you.

Do not waste time with dramatics or keep the audience in suspense; investors won’t wait around for you to get to the point.

Investors expect clear and concise answers to the following questions:

  1. WHAT: What problem are you trying to solve or what opportunity have you identified? Give an estimate as to the size of the opportunity.
  1. HOW: How are you going to solve this problem or address the opportunity? What combination of technology, human resources and capital are required to develop a solution?
  1. WHO: Tell them why they should choose you to do the job. State your experience and credentials. Don’t be shy, be honest and to the point.
  1. COST: How much money do you need to solve the problem, and how will the funding help you reach significant business milestones?
  1. SALES: How much will customers be willing to pay for your goods or services and how are you going to market and sell your offering and how will you monetize its value?

You should be able to communicate the basics in 5-10 minutes. Prepare a shortened ‘elevator pitch’ version of your speech in case the investor indicates that he has less time. If you’ve made a compelling case, they’ll likely ask you more questions at the end.

Follow up with professional materials to provide more details and to support your pitch.

Contact Grow for a free consultation and together we will upgrade your pitch. Whether you need content marketing, business plans, branding guidance, digital and video marketing, or tradeshow preparation, our strategic advice has helped many businesses, from both start-ups to established multi-nationals around the world. Now, let us help you.

it and management consulting

Posted by & filed under Healthcare, Life Style.

The time has come!

Fourth quarter is the ideal time to refresh your marketing materials. Take a hard look at your logo, website, brochure, corporate deck, and any other collateral materials you have.  Just as you are no longer wearing bell-bottoms or using a flip-phone, you should not be using the same marketing materials that you’ve used when you started your business.   If your materials look dated, it’s time to refresh.

Re-define your “who” and your “what”

Take a step back and determine the “who” of your brand. Articulate your value-added proposition and clarify what distinguishes you from the competition. You should be able to clearly state why someone would choose to do business with you and what is unique about your offerings. Then create the collaterals to reflect the newly defined you.

Update your messaging

Make sure the language in your messaging is up to date, and try to reference contemporary issues and industry buzzwords. Remove any outdated jargon or phrases that will clearly tarnish your marketing  and your brand  as outdated and irrelevant. Professionally-written, to-the-point marketing collateral will make the right first impression, and build trust in your values and quality of your products or services. If the content does not resonate with your audience, even the most aesthetically pleasing materials will not bring results.

Incorporate a physical-digital mix in your strategy

Well-written and beautifully designed print materials can be coupled with online marketing mediums to deliver a well-rounded MarCom strategy. Have brochures point to mobile-friendly websites and social media platforms, incorporate QR codes to let users scan marketing assets with their smartphones, and link slide decks with video campaigns.

Catch your customer’s eye

Make sure your collateral will cut through the noise of the competition, grab the attention of potential customers, and project a vibrant image to your current portfolio. Headlines and images must be engaging and the content itself should be presented in an easy-to-read and compelling layout. All marketing collateral – whether brochures, websites, one-pagers, emails, infographics, videos, slide decks, etc. – should be consistent, both in language and design. Every MarCom piece should showcase updated images, have a fresh look-and-feel, and convey a clear and consistent message.

Constantly track the competition

Paying attention to your competitors’ marketing messages will give you a good view of your industry’s marketing landscape, and help you craft messaging that will stand out. Once you determine who your direct competitors are, collect their marketing materials and identify both their positioning and target market. This will help you map the competitive landscape, and pinpoint openings that you can exploit to your advantage.

Contact Grow for a free consultation and together we will refresh your brand.  Whether you need content marketing, business plans, branding guidance, digital and video marketing, or tradeshow preparation, our strategic advice has helped many businesses, from both start-ups to established multi-nationals around the world. Now, let us help you.

it and management consulting

Posted by & filed under Video.

So should you grab that keyboard and start writing? Not so fast. A good strategy is just as important as the content itself. A successful strategy can transform random content into an effective results-driven effort that leads to a positive ROI. Here are 5 steps to take to ensure your content will convert.

  • Consider your avatar – Take some time to consider the different types of people who make up your target audience. What issues are important to them? What makes them tick? Are there topics or keywords to avoid? What communication channels are they active on? Every piece of content should be created with your audience in mind.
  • Keep your branding consistent – Make sure your content ties in with your brand. Whether your brand is uber-professional or quirky and fun, your content should match that tone. Ensure the tone is consistent across all your marketing efforts, including your website, online marketing, email, trade shows, direct mail, and other promotional activities.
  • Set up a content calendar – A common mistake among content marketers is communication drop-off. The team may be gung-ho at the outset, but loses steam after a period of time, causing changes in communication frequency and missed opportunities to connect with your audience. Set up a content calendar with clear deliverables and publish dates. Be sure to set specific goals for each content piece and determine quantifiable metrics that align with those goals.
  • Write, write, write – You can be sure that your audience is inundated with content from multiple sources, including the competition. Make sure yours is worth reading. Your content needs authenticity and relevance, so make certain you are highly knowledgeable about the subject matter. Research original content on topics you think would be of interest to your audience. Clarify roles and responsibilities around writing, editing, publishing and sharing. Determine whether an outside consultant or agency is needed to augment internal staff to achieve regularly posted high-quality content.
  • Share everywhere – Your content can only achieve its desired results if your audience reads it. Determine which channels will be most effective at promoting your content. Keep in mind that oftentimes your content can be re-purposed; for example, a popular blog post can be the basis for a webinar or an in-depth whitepaper. Choose a snappy line from your content piece and share it on social media with a link to the original content. Other creative ways to share content include videos, infographics, e-books and podcasts.

If you need assistance with planning or executing your content strategy, Grow Corporation can help.
As a full service B2B Marketing Communications company, Grow Corp uses effective in-house consulting services, strategy, copywriting and design to build integrated end-to-end solutions that adapt to your company’s needs. We offer strategic input based on our deep business understanding and familiarity with the high-tech and industrial markets. You benefit from our 15 years of experience covering all aspects of marketing communications – alternative strategies, copywriting, design and execution. Our professional and experienced team cuts through the noise to deliver a compelling proposition that meets all your needs. We specialize in connecting the dots between the different messages emanating from the company into one clear, concise and convincing message. For over 15 years, our marketing and strategic advice has helped many businesses and industries, from both start-ups to established multi-nationals around the world. Now, let us help you.

digital marketing services israel

Posted by & filed under Technology, Video.

White Papers have become a standard feature in the marketer’s toolbox. However, more often than not, these documents are filled with regurgitated, superficial content that is neither informative nor authoritative and says little about the issuing body’s view on the matter.

White Papers are often considered a necessity, rather than a benefit. This approach has negative implications to both prospective customers and partners. A scrabbled white paper does not define the benefit of the offering nor its technical innovation. Such a lack of focus fails to convey the uniqueness and impact of the product or service.

Yet, for all the poor examples, White Papers can play an important role and are well worth the time and effort used to produce them. Writing is a proven tool for crystalizing thoughts and ideas, and the material generated in a White Paper can inform and streamline parallel marketing efforts. White Papers are also a critical component in the customer engagement cycle….an excellent opportunity to move beyond the hype and buzz in order to explain key features and detail unique benefits of their products and services. Moreover, unrelated to a particular product or service, White Papers give the company an opportunity to establish thought leadership.

In summary, the world does need another White Paper, with the proviso that it is solid, instructive and decisive. But questions remain…how can you get started? Which elements must you include, and which should you absolutely avoid?

Download White Paper

it and management consulting

Posted by & filed under Business, Law.

  1. Skip your homework
    Failing to properly plan the survey from start to finish will lead to poor results and frustration all around. Make sure you determine a clear objective for the survey and choose your target audience. Think carefully about the best time to launch your survey. Allowing at least one week for response collection can ensure your survey encompasses a broad range of people and opinions.
  2. Fail to set time expectations
    Be clear about survey length. Explain the reason for the survey, and provide an estimated completion time. A survey should take no longer than five minutes to complete if you want a high response rate. If the survey takes longer than ten minute, the survey takers should be incentivized for their time.
  3. Ask the wrong type of questions
    Start backward. Before you start creating survey questions, consider the goals of your survey. The information you’d like to collect will guide which survey question type to choose. Multiple choice questions are ideal when you have a fixed number of options, rating scale questions are often used to measure customer opinion or attitudes, demographic questions allow you to gather information about the respondent, and comment/essay box questions allow for open-ended responses. A good survey should include a mix of question types.
  4. Haphazardly ask questions
    Question placement is important to the success of your survey. Place demographic questions at the end of the survey as they may be perceived as intrusive. Group questions on similar topics together to ensure a logical flow. Realize that open-ended questions may result in useful testimonials or sound-bites, but will require a manual process to analyze fully. Closed-ended questions generate results that are easier to analyze but offer more shallow insights. Make sure every question is necessary.
  5. Word the questions poorly
    Vague or poorly worded questions will confuse respondents and ultimately render your data less useful. Keeping language simple and direct will make your questions easy to answer. Ask only about one idea at a time. Avoid high-level vocabulary words or double-negatives in questions. Make sure you’re not asking loaded or biased questions. Avoid using adjectives and adverbs as much as possible.
  6. Skip the testing process
    Send your survey to friends, employees or colleagues as part of the testing process. Gather feedback about the clarity of the questions and the response options. Check with them that the survey flow is logical and that it could be completed in a reasonable amount of time.
  7. Neglect to take action
    It is imperative to actually take the time to learn from your surveys, and more importantly, analyze and leverage this data to guide future marketing efforts and improve products, services and overall customer experience. Click here for some best practices for capitalizing on the feedback you receive from your surveys.

 

If designing an effective survey seems like a daunting task, or your current survey is not returning the results you need, Grow-Corp can help.

As a full service B2B Marketing Communications company, Grow-Corp uses effective in-house consulting services, strategy, copywriting and design to build integrated end-to-end solutions that adapt to your company’s needs. We offer strategic input based on our deep business understanding and familiarity with the high-tech and industrial markets. You benefit from our 15 years of experience covering all aspects of marketing communications – alternative strategies, copywriting, design and execution. Our professional and experienced team cuts through the noise to deliver a compelling proposition that meets all your needs. We specialize in connecting the dots between the different messages emanating from the company into one clear, concise and convincing message.  For over 15 years, our marketing and strategic advice has helped many businesses and industries, from both start-ups to established multi-nationals around the world. Now, let us help you.

tech marketing

Posted by & filed under Fashion, Food, Uncategorized.

The Kernel of Great Content

No matter where you plan to invest your marketing efforts — video, slide deck, tradeshow, website or infographic — it all starts with the written world. The core of most marketing content is text, and the better the text is planned, researched and written, the better the outcome.

The Details (Really) Matter

Prospects expect to consume vast amounts of information about your product or service before making a decision. Impulse decisions may get you in the door, but it takes a lot more to carry a significant purchase across the finish line.

One Champion, Twenty Stakeholders

Complex goods and services typically require the buy-in from several stakeholders, with the number of signatures required on a purchase request increasing exponentially with the size of the deal. Even if one of the signatories has an emotional connection to your brand, the rest need to be convinced the old fashioned way, increasing the amount of information required.

We Write, You Grow

But not just any writing. Professionally-written, to-the-point marketing collateral will make the right first impression, and build trust in your values and quality of your products or services.

Who does your marketing writing?

As a full service B2B Marketing Communications company, Grow-Corp uses effective in-house consulting services, strategy, copywriting and design to build integrated end-to-end solutions that adapt to your company’s needs. We offer strategic input based on our deep business understanding and familiarity with the high-tech and industrial markets. You benefit from our 15 years of experience covering all aspects of marketing communications – alternative strategies, copywriting, design and execution. Our professional and experienced team cuts through the noise to deliver a compelling proposition that meets all your needs. We specialize in connecting the dots between the different messages emanating from the company into one clear, concise and convincing message.  For over 15 years, our marketing and strategic advice has helped many businesses and industries, from both start-ups to established multi-nationals around the world. Now, let us help you.

it and management consulting

Posted by & filed under Beauty, Business.

Determine the purpose for gathering feedback

Before embarking on any efforts to collect feedback, consider the specific areas you are trying to learn about, and what you will do with the data once it is collected. A good rule of thumb is to ensure every single question you ask will bring you one step closer to your goal, no matter how it is answered. Avoid dead-end questions that are overly obvious or that require only one word answers. When planning your questions, have the end result in mind, so you invite the types of responses that will help solve your problem. Blindly asking for feedback about your products or services will almost never result in actionable insights.

Choose your weapon

Once you have a clear purpose for gathering customer feedback, do some research and determine what channel will be most effective in accomplishing your goal. There are many platforms and tools available; make sure you choose the one most suitable – usually at a decision point, or immediately before an action will be taken. For example, at the point where a customer abandons items in his online shopping cart, unsubscribes from your e-newsletter or returns a product to your store. Popular mediums to gather customer feedback include email/contact forms, surveys, help tickets, review sites, blog comments, social media posts, phone/in-person interviews or focus groups.

Monetize the feedback

While accumulating data is important, it is even more imperative to actually take the time to learn from your customers, and more importantly, proactively leverage this data to guide future marketing efforts and improve products, services and overall customer experience. The feedback you get is only as good as the action you take.

  • Improve a product or service: The world’s most successful companies are the best at creating products that meet their customers’ needs and exceed their expectations.
  • Create a better customer experience: Wow your customers and they will remain loyal and refer their friends as well. Responding appropriately to a negative customer experience will help ensure customer retention.
  • Identify your ambassadors: Customer advocates offer high value at very little cost. Contact the customers who consistently give you positive feedback and develop mutually-beneficial relationships.
  • Ask for referrals: Customer referrals are the number one way to attract new customers. If you don’t ask, you will not receive.

Prioritize your response

When determining how best to respond to the feedback you’ve received or the insights you’ve uncovered, divide the data into three stages.

  • Stage 1: Urgent adjustments that are both critical and quick. These may be easy wins or crisis alerts.
  • Stage 2: Actions that impact revenue over the short-term, such as new product features or upgraded service.
  • Stage 3: Ideas or suggestions that will majorly transform your business over the long term. These may be product offshoots or a game-changing technology.

Circle back

Once you’ve implemented the feedback-based changes, don’t forget to close the loop with your customers. Absolutely let them know that you’ve taken their suggestions seriously and effected change in your business, products or services. This will create good will and encourage more feedback in the future.

Need help with a customer feedback strategy? Grow-Corp can help.

As a full service B2B Marketing Communications company, Grow-Corp uses effective in-house consulting services, strategy, copywriting and design to build integrated end-to-end solutions that adapt to your company’s needs. We offer strategic input based on our deep business understanding and familiarity with the high-tech and industrial markets. You benefit from our 15 years of experience covering all aspects of marketing communications – alternative strategies, copywriting, design and execution. Our professional and experienced team cuts through the noise to deliver a compelling proposition that meets all your needs. We specialize in connecting the dots between the different messages emanating from the company into one clear, concise and convincing message.  For over 15 years, our marketing and strategic advice has helped many businesses and industries, from both start-ups to established multi-nationals around the world. Now, let us help you.