Have you considered running events as a marketing channel? Don’t let the title of this article fool you. Why Conversational Events Build B2B Sales Pipeline (and other posts in Buyer Foresight’s blog) isn’t just for your sales team.
When you want to build authority and trust rapidly with your ICP at the decision-making level, sometimes the best course of action is to get them all in a room. So they talk. Not about your brand, but about a topic that is important to them. But you get the clout for bringing them together and fostering community and
innovation. Which makes them trust your authority, which leads to deeper discovery calls... Win-win!
This article gives an overview of what that can look like, and the prep work to consider before investing in such a marketing tactic. I find this so fascinating!
My question to you: what are other non-digital ways you can get your ideal audience’s attention? There’s a whole big wide world out there!
#2 Ultimate podcast sponsorship checklist
Jamming on more authority building, podcasting is a great way to show expertise in a more “evergreen” format. There’s lots of info out there for podcasters to make the most of the medium… but what about brands that want to be sponsors on podcasts?
The article that accompanies it is also a great primer if this is your first rodeo with sponsorship. Avoid some common pitfalls that may make you ditch the sponsorship process too early!
My question to you: are you expanding your marketing strategy to leverage other brands’ channels? Not all growth has to come organically from your own content!
#3 East Coast take on networking
Menna Riley of Leading Ladies Networking recently released a cool guide called The Ultimate Girlfriend’s Guide to Networking. She rounded up networking secrets from powerhouse female business leaders on Canada’s East Coast, and I’m one of ‘em!
I recommend picking it up no matter if networking scares the pants off ya, or you’re seasoned but looking for some new perspective on the matter. A great way to build the "like, know, trust factor" is connecting with people with an open mind, to see what relationships can form down the road.
My question to you: when’s the
last time you went to a networking event where your ICP hung out, instead of your colleagues?
#4 How to jump-start your blog when traffic flatlines
Things happen, and sometimes despite your best efforts, your blog traffic takes a dip. Or what you wrote a few years ago is no longer relevant to your ideal audience. It’s normal, and ok. The key thing is to create a plan around what to do
next once you realize this happens, and you still value blogging.
Josh Spector’s How To Jump Start Your Blog When Traffic Flatlines has some fun thought experiments to get purpose and creativity flowing again. It isn’t a diagnostic or technical article, but rather thinking about content and themes in different ways.
In fact, this might be a great article for anyone who’s traffic is doing fine but needs inspiration all the
same.
My question to you: has all this AI talk made you shy about creating blog content? I’m here to say blogging isn’t dead. Long-form content is still relevant and can be a cornerstone for your overall marketing strategy.
Minimum effort = minimum results
“How short can our blog posts be for SEO to work?”
“What’s the minimum frequency for our newsletter to go out to get people to book a call?”
“What’s the minimum I can post on LinkedIn for it to be effective?”
Look, I get it. We’re all run ragged trying to cover everything on our marketing to-do list as small B2B teams and founders.
But no other way to put it: in marketing, minimal effort = minimum results.
To be clear, I’m talking specifically about the desire to do less than others and hope to get the same results as them. Can’t happen.
Why should your 300-word blog post outrank someone else's that’s 2,000 words with a video and infographic?
If your offer is $8,000 and takes 2 months to go through, can 3 emails really build enough trust and reduce risk to encourage someone to book a call?
Is it fair that someone posting once a week on socials would build the same amount of trust and authority as someone who posts 3-5x's?
I get that we're all overwhelmed with the amount of effort it takes to see traction with our marketing. And marketing itself has a toxic way of diminishing the actual work it takes to get results (rant for another time). But what if we saw that effort as an investment and not a time-sink?
What if writing deep, juicy blog posts landed you speaking gigs and high-value partnerships?
What if a 2-week nurture sequence addressed all your prospects' objections and concerns so well, that your close rate on calls greatly improved?
What if posting more than your contemporaries on socials made your followers trust you so much, that they started asking for next steps right in the DMs?
You didn't build your expertise, offers, or solutions overnight. Why would marketing them be any faster?
This little essay was inspired by The Business Of Authority episode called In Defense of Repetition. It's aimed at soloists like me, but I think team leaders and founders will also benefit from the mindset shift around why "putting in the reps" is worth the time.
Need a 2nd brain to take your marketing from "dammit" to "done"?
There are four ways to work with me: Coaching Calls, Project Sprints, Strategy Road Mapping, and Weekly Advisory.
