In 2017 we made a big decision that changed the course of Beacons Point.
2020 was tough. I was often close to losing it and breaking down. The stress of the pandemic, the company, and my family’s health and happiness certainly took a toll.
As we come up on the end of what’s been a particularly difficult year, I think it’s fair to say we’ve been through a lot as a global community. And while it has been a challenging year, I think it’s offered a lot of us an opportunity to reflect on all of the things we have to be thankful for.
I have to admit something. I am a complete nerd. Star Wars, Star Trek (anything space, really), and Harry Potter are just a few of my favorites. So much so that I have read the Harry Potter books twice now. You know this and can now make a personal connection, a personalized outreach to connect. Even if I don’t know you, I will most likely open the email or read an article if you tap into my nerdom.
If the “content police” showed up at your office asking to see your content plan, would you be able to show them one?
Now, content jail may not be a real thing, but the effects of patchwork and poorly planned content strategy on your business can be criminal short and long-term.
Business was already in flux heading into the infamous year 2020. Trends in communication emerged and shifted the marketing, sales, and service departments’ goals in almost every industry. Video-first communication, the rise of B2B podcasts, and the growing emphasis on personalized messaging are only a few examples.
B2B marketing is not easy. You work in a competitive, complex industry, and your customers demand informative and persuasive information. Because so many B2B deals are viewed as “partnerships,” as opposed to pure “transactions,” marketers and salespeople are under immense pressure to develop trust and relationships with target customers long before they sign a deal.
The internet runs on content — relatable and engaging content the public can easily find, understand, and apply. In today’s information age, consumers have endless information at their fingertips 24/7/365. They expect more from companies than ever before, and rightfully so.
The key to a successful content campaign is the ability to measure the results. You’ll have no real idea of how well or poorly your campaigns are doing if you can’t understand how it’s performing. You must know which key metrics you’re tracking and how to evaluate them to help you improve your content to maximize conversions.
When you develop a plan for new content, envisioning how each piece will work together to turn strangers into eventual customers is paramount. The traditional marketing funnel is an easy, familiar way to visualize a particular lead or prospect’s progress.
Creating content is difficult, but aligning a content strategy might be a more significant challenge. Should you focus on gated or ungated pieces? Should you emphasize video? Should you start a podcast?
If ramping up content production is your goal, a thriving blog has to be a top priority for your marketing team. If you aren't utilizing your blog the way you should, you could be missing out on an opportunity to comment on industry “hot topics” and establish your position as an authority in your space. Regular blogging increases traffic, improves your credibility online, and supplements your website to improve conversions and sales in the long term.
You can write all of the content and cover every topic possible in your industry to build a complete content strategy, but that content won't get you anywhere if it isn't engaging. Even if you do everything you can to implement a reliable SEO strategy across your website, you won't get the results you want if Google sees that people aren't interacting with your content.
Undergoing your first buyer persona research cycle can seem a daunting task. You have to contend with scheduling interviews, sourcing quality research, dedicating internal resources to planning and executing a persona report, and then following up on tracking personas throughout an inbound marketing campaign. There will be some experimentation involved to determine how to approach the development of personas, but with the right guidance you can skip over common persona pitfalls.
After you've built your buyer personas and are eager to start unveiling powerful content to them, it can be challenging to determine which persona you should target first. It can be particularly difficult if you've developed multiple personas based on a variety of ideal customers. The key is determining which persona is the most valuable starting point. You can prioritize your personas in a variety of ways and yield optimal results from your marketing efforts.
The very first step when starting a buyer persona build is deciding which customers and prospects are important to the sustainability and growth of your business. With that in mind, it’s crucial for the marketer or businessperson leading the initiative to involve their sales executives in the process.
Detailed, in-depth buyer personas provide a foundational understanding of your prospective customers' wants, needs, and personalities. You should know how to share your buyer personas properly with the different departments whose work affects customer experiences.
Buyer personas already make up the backbone of your outreach strategy, whether you’ve been relying on formal personas or not. Think about it. If you are an ophthalmologist marketing Lasik packages to an older demographic, would you choose to run ads for those services on Snapchat or TikTok? Probably not. Common sense dictates your audience won’t be found there.
As you developed buyer personas in an attempt to better understand your customers, you probably conducted hours of interviews, performed ample research on buying behavior, and gained a clear, full picture of your ideal customers. You've done your best to empathize with your target audience and identify their pain points, their favorite online hangouts, their likes and dislikes, and general attitudes.
Before taking on your first persona interview, it’s necessary to understand not only the top-line questions to which you need answers but also how to reach the answers appropriately. In this blog, we’ll break down the five top-line questions you can’t build your personas without, including demographics, goals, challenges, research habits, and values.
There is no easy way around it. The Coronavirus has hit many industries hard and some will have to fight hard to bounce back.
Video inbound marketing utilizes the buyer’s journey to create valuable, helpful, and meaningful video content to attract, convert, and delight your customers.
Grab your mallow, graham and chocolate, and have a seat for this week's Around the Campfire! You may be thinking to yourself, "I didn't know Beacons Point sends out awesome newsletters with helpful inbound marketing and sales content." Well, you are right! This is our first of many, so sit tight and enjoy the content.
The age of “Always be Closing” is over. No, I am serious, it’s no longer about closing. So, what is it about? Providing value and being helpful. One of the ways to do this is by using 1:1 sales videos to personalize your sales process.
The buyer’s journey really is unique to every business according to what you offer, your customer types or personas, and the time it takes your customers to weigh all the options before making a purchasing decision. It’s important to understand videos aren’t one-size-fits-all, and you can’t expect to just put out a video and watch the new customers start rolling in.
Over the past few weeks California has experienced some of the worst fires in state history. The recent fires scorched over 245,000 acres and claimed 88 lives with over 250 people still unaccounted for.
As a company we knew that we wanted to do something to help the firefighters and first responders to express our gratitude for their bravery and relentless efforts to keep our communities safe.
Like many of you, I set some personal and professional goals at the beginning of the year. One of mine was to feel more confident and be a better public speaker. I wanted to feel better talking with prospects over the phone, feel more confident giving talks or presentations on inbound marketing, and overall public communication.
One of the biggest mistakes people can make when using video is trying to make one video serve too many purposes. That doesn’t mean one video can’t serve two or three audiences at the same time. However, you have to keep in mind that folks are at different stages of the buyers journey. Taking them through each stage of the buyer's journey requires a different type of video. We’ll start from the top and work our way down with how to attract, convert, close and delight.
A brand voice is essential when starting a business. A good brand voice will encourage customers to engage with your company and motivate them to use your services and products. Your brand voice is what people associate your company with and makes them stay or come back to your content. With a strong brand voice, you’ll be able to create a successful and memorable business.
Video is key to a successful inbound marketing campaign. With a predicted 80% growth of people watching videos online by 2019, video marketing is crucial to driving traffic to your business. If you’re new to video marketing, you may be wondering where to begin. Thankfully, there are many apps, tools and platforms available to help you produce, edit and leverage your video content in your inbound marketing efforts. Here are some of the top tools and apps available for those just starting out with video marketing.
A strong brand voice will help you stand out from other companies and deliver a unique message to your customers. Having an inconsistent voice will hurt your brand by weakening the message you are trying to send to your potential customers. Your business may be at risk by not creating a relatable voice that your target audience can easily identify with. The following are a few ways a weak voice can hurt your brand.
Having a brand voice helps your audience remember your company and what you are known for. Being consistent with your language, staying uniform with your brand’s core values, and engaging with your consumers will help people become interested and stay interested in what your business has to offer. There are several key factors that help to create a successful brand voice:
Asking a stranger to connect with you on Linkedin can feel like a daunting task. At times, it may even feel down right intrusive, but when done right, you can form a connection that will grow and be beneficial for both people involved.
I'll be honest...the last 12 months have been AWESOME. We have worked with great clients and produced fantastic work, the Beacons Point family grew by two, we moved into a bigger office in Carlsbad, and became a HubSpot Gold partner agency. While there are many factors as to why these past 12 months have been so great, I want to focus on one tool that has helped Beacons Point succeed the most.
This may seem like a no brainer. Being nice to people makes a better impression than if you are a jerk. You have at least a 90% chance of a smile back if you smile and say “hello” to a stranger walking down the street or in the grocery store. We try to be nice to our neighbors (unless their dog never stops barking) to create a happy and comfortable community in which we live. So, why don’t we do this more in business? Sure, we talk about our weekend plans at the water cooler in the office and we’re polite in meetings, but I’m talking about being a person others actually want to be around.
If you’ve ever struggled to navigate a website due to poor usability, you can imagine how much more difficult this would be for someone with a disability. Close to 1 billion people across the globe have some type of disability. If you fail to design your website with these users in mind, your message will likely never reach a great portion of your audience.
With more content hitting the Internet at an increasing rate, it becomes more difficult to gain attention for your blogs with each passing day. If you want to attract your audience, you need to focus on headlines. Without an intriguing headline, no one will bother to check out your post — and the engaging content that you created will go to waste. Lucky for you, there are proven strategies for creating headlines that you can use to make sure all your blog posts receive plenty of clicks.
Before you can even think about gaining sales, you need to be driving traffic to your website. This can be particularly difficult for new businesses, as with many marketing tactics, however effective they are in the long term, you need to wait to see results. SEO is a great example, as Google favors websites that have a long history online and backlog of content.
Every content marketing strategy has the same goals: to make your target audience aware of your brand and to convert users into customers. Content marketing can be very effective but often simplified to just creating content. No matter how interesting, unique or useful the content is, it can be considered virtually useless if you’re audience is not engaging with it.
Marketers and business owners have come to accept that it takes 8 to 12 “touches” or interactions with a company before a prospect converts into a buyer. More and more, content is the vehicle that’s providing those touches in today's online world. A combination of lead magnets, social media posts, email content and blogs posts (text or video) synergize to win that conversion. All of these aspects are content.
Like most people and businesses, we took some time at the turn of this year to look back and reflect on 2016. Well, 2016 was an interesting year, to say the least. Don’t get us wrong, we had some fun, did some great work for awesome clients, and met some new friends along the way. We even got to see our very own Brian get married to his wonderful wife, Jessica. But, like most, we had our ups and downs as well.
If you’re unsure what outfit to wear or which new Netflix show to binge on, Instagram has officially introduced a new interactive tool for your friends and followers to weigh in on your tough decisions. For marketers, this is a great new addition to be able to interact and engage with your followers in real time.