Webinar sequence, neat blog post idea, make Sales do it

#1
An unexpected blog post concept to showcase your expertise

I think the title of this blog post says it all:

We're Mechanics. Here are 10 Things We'd Never Do With Our Own Cars.

Basically it's a twist on the ol "top concerns your prospects come to you about" concept. Except you position it as things you personally wouldn't do as an expert. And then you showcase value through your expertise as to what you'd do instead.

This also creates another layer of the classic informative post by sprinkling in a point of view; a sense of perspective from the people behind the brand., if you will.

My question to you: do you ever take risks on 'unconventional' content on your site? Is it really that risky?

Most "why isn't X getting results" marketing issues stem from lack of alignment on who the hell you're trying to attract. Full stop. Now, teasing out just exactly what is missing from your Ideal Client/Customer Profile (ICP) is one heck of a job.

Since it's kiiiiinda mission critical, it's worth spending the time to dig in and get clear on your core audience. But that's not quick to do. And it seems risky to narrow down. More niche means less people to market to, right?

Kelford Lab's article You'll get eaten alive is a big, solid "NOPE". It covers various make-or-break moments for big brands throughout history, plus zippy quotes from today's biggest marketing and business brains.

It's a tough love article. But I know you can handle it, Darlin.

My question to you: when asked who your ICP is, do you go into a passionate rant, or a wee 2-sentence summary?

#3
A great newsletter all about the art of pricing

They say there are Four Important P's in marketing: Product; Price; Place; Promotion. Let's touch on price with coach extraordinaire Carolyn Crewe's newsletter. Each issue is about a specific pricing concept, with easy-to-relate-to examples. She even makes math seem... exciting. Seriously.

Now, you may be thinking "But Alison, we have our pricing nailed down." I'm sure you do. I'd still check out: yesterday's issue was about creating tiers on a single product, using a conference as an example.Perfect if your team is considering expanding into event marketing. You get on it by checking out her free Pricing Playbook.

My question to you: is your marketing doing its best to articulate the value of what your service offers, so the price feels leads to an informed "yes"?

#4
Emails to include in a webinar sequence

Webinar season is coming! Soon you'll be inviting prospects to high value, engaging online events to woo and wow. And usually it's the 11th hour when you realize "Awwwww barnacles. We didn't get to the registration sequence yet!"

ActiveCampaign has you covered with 8 emails to include in a webinar email sequence (with examples). One thing I appreciate they do is provide questions to help you prep the sequence. Seems obvious (but handy when you're mind is mush) to consider what resources will your audience need, and how will you help people who aren't able to attend?

Ok, ok, I admit that -8- emails is a bit much for most situations. All I ask is you have multiple reminder emails. Especially day off the big event. And that there's at least 1 post-webinar follow up. Happy email sequence writing!

My question to you: what sort of webinar could your team create if the only goal was "to delight our core audience"?

How to save time creating B2B email marketing:

... make Sales do some of it. 🤔

I'm not even joking!

Cus the Marketing team doesn't know -everything- about email marketing your company effectively.

(And I'm saying this as a marketer!)

Sales has INCREDIBLE input to give on:

1. List growth (where are these people?)

2. Lead magnets (what's bugging them right now?)

3. Sequences (what are they thinking at each stage of their buying journey?)

They're the ones with the most experience -literally- talking to the sort of folk you hope to convert textually.

So if the only connection Sales has to your email marketing is getting pinged when someone clicks a link... time to bring them in as trusted experts.

Oooooooor continue wasting time getting the same underwhelming ROI for this channel you always have.

I'd go set up a meeting with Sales right now, personally. Bring a snack. Have fun.