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Digital Marketing Guide
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Welcome to The B.E.A.C.H Framework
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Introduction to B.E.A.C.H
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In today’s competitive B2B landscape, businesses need a comprehensive and targeted marketing approach to stand out from the crowd and achieve long-term success. The B.E.A.C.H Framework is a proven system designed to help B2B service-based businesses unlock their full potential and drive growth through tailored marketing strategies. In this blog post, we’ll dive into each core element and explain how they work together to supercharge your marketing efforts.
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Welcome to B.E.A.C.H
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Just click on the little plus sign next to each letter to learn more about that section!
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The first core element of the B.E.A.C.H Framework is the most important one. At the heart of any successful business is its customers, and marketing is what brings them in. However, a marketing strategy is only as effective as the sales process behind it. Therefore, it’s crucial to ensure that your sales process is solid and that all marketing efforts are pointing towards the ultimate goal of generating revenue.
When it comes to your digital marketing strategy, your website is the best place to start. Your website should be mobile-optimized, fast-loading, and showcase case studies, testimonials, and industry-specific solutions. Implement search engine optimization (SEO) strategies to improve your search visibility in the B2B space and use language that speaks to the needs, pain points, and desired outcomes of your target businesses.
Establishing a strong value proposition that sets your brand apart is crucial. Your value proposition should come from the core of the business, and it’s the job of marketing and sales to bring out the best message, not to sell something that doesn’t match up to the promise.
TG’s TIP: All of the above is the first place to start, always. You can have the fanciest marketing in the game, but if your basics aren’t on point, you’ll wipe out fast. As an agency, we offer a strategic, boardroom level consultancy to help clean up and optimize the overall marketing and sales strategy. Not all our clients want or need it, but those that do see a more concise and accountable marketing project and often save some money by simplifying parts of the process. Personally, I think it’s essential. As a marketing consultant, I enjoy nothing more than helping a business reduce overwhelm, save time, and make money.
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The second core element of our “B2B B.E.A.C.H” focuses on increasing your brand’s exposure within your industry. Successfully achieving this will result in more referrals and direct inquiries through “front of mind” positioning. Our goal is to make your brand a household name within the industry, so that you are the first company people think of and recommend when asked, “Do you know anyone that can…?”
There are many ways to achieve this powerful ‘front of mind’ position. Here are some recommendations:
1. Regular posting on social media: Companies should aim to post 3-4 times per week on multiple social media platforms. Right now, the easiest platforms to use are Facebook, Instagram, and LinkedIn. Engage with other accounts by following them, liking their posts, commenting on them, and even sharing their content from time to time.
2. Attending industry conferences, trade shows, and B2B networking events: These events allow you to connect with potential clients and demonstrate your expertise. Be visible and wear a uniform or carry some cards with you wherever you go. Make sure the cards have some value attached to them and stand out in some way to create a sensory connection with a stranger.
3. Speaking at events: Nothing shows expert positioning more than being at the front of the room sharing your best tips and advice. If you’re not confident in public speaking, then practice and learn. It’s a skill like anything else.
4. Developing thought leadership by publishing articles in industry publications and giving screen share presentations or webinars: Utilize industry-specific media outlets and professional networks, such as LinkedIn, to reach your target audience and showcase your company’s expertise and industry knowledge.
5. Offline visibility: Don’t underestimate the power of offline visibility. Ensure that your sign outside the office is good, get an ad in the local gazette/paper, sponsor a local sports team, and get involved in community and charity events. The more you are seen, the more chance you have of successfully embedding your brand in people’s minds.
TG TIP: The best way to get exposure at an expo is to LEAVE YOUR STALL. Too many people stand at their stall all day, hiding from people or shoving one of the millions of generic printed leaflets into the hands of passers-by. The key is to walk around the event itself, talk to people in the café, in the seated areas, at their own stalls, and even in the toilets. Success is always a combination of great conversation, memorable delivery, and follow-up material in hand. Don’t pay all that money to stand there and be ignored. Get out and do what nobody else is doing.
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Marketing starts with attention and awareness.
To be most efficient, we must take our message to a specific audience of people.
Understanding your audience is critical for successful B2B marketing. Know your target industries and desired business customers and define key stakeholders and decision-makers within those businesses. Do your research. Search for the names of the decision makers and influencers. Connect with them on LinkedIn. Occasionally check in by liking and commenting on their posts to develop your relationship from Ice cube to someone that they may find interesting.
Gain a competitive edge. Actively listen to what people are saying about your industry and competitors by reading comments, reviews, and industry discussions. Get stuck in and be attentive.
Avoid general assumptions. Your subjective opinion may be biassed or loaded. The market is the truth. Just like you can’t change the weather, you can’t change the market view. No matter how right you think you are.
There is also a lot to be gained from analysing your inner audience.
Looking at customer data. Understanding trends and finding sweet spots and signposts to help you decide what language and offers to use in your marketing.
Ask for feedback.
Too many people are afraid of asking because they are scared of the answer, but the truth is, the more you find out about what your customers like and dislike, the closer you’ll get to being a true market leader.
It’s so important to build and nurture relationships.
We use a 4-stage process at Tide 55 to explain the marketing journey. It goes like this.
1- Attention and Awareness
2- Traffic and Intent
3- Conversion
4- Repeat + Referred Business
It is number 4 – Repeat + Referred Business that is achieved with closer connection to your audience.
Things don’t end when the money clears. In many ways, things have only just begun. You must deliver on your promises and nurture that customer relationship.
It’s at that point that it is time to show what you’re all about and prove what you said you’d do will get done.
Regular email newsletters, special VIP events, gifts at Christmas, random calls/visits, referrals of work to THEM will all contribute towards a stronger customer relationship with your audience and pay off long term through the loyalty that is achieved.
TG TIP: I can’t emphasise enough how important it is to do these 2 things when it comes to your audience.
1 – Never assume you know. Go test, research, and analyse data. Your opinion will be loaded either towards fear of being wrong, or the glory of being right. Be OBJECTIVE when you look at your audience data but take their SUBJECTIVE feedback on board if they have crossed the pay line and become a customer.
If they have not paid you any money, then note that some of this feedback may be just an “opinion” and if it’s not a qualified opinion (like a random comment on a social ad or post) then ignore it. Too many businesses get this all wrong and they dance around to impress/prove something to their peers, competitors, and haters.
These people are NOT your customers.
Speak to your customers. They are your most valuable audience.
Want to know your audience better? We offer a strategic view on your digital marketing. It all starts with detailed research into your industry, market, and competitors.
Don’t guess, get your language and your strategy right.
Click here to request a meeting!
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Let’s talk about content and media.
In essence, content is simply the combination of pictures and words that you create and show to the market via different media platforms.
Before we dive any deeper let’s get one thing straight.
Social media is REALLY important and still vastly underrated.
Yet it also must be said that it is just one part of the content marketing strategy.
SEO, paid ads, blogs, and video content are also essential and together will help your business to grow.
Our philosophy at Tide 55 is to create regular content for our clients across multiple platforms to help build a depth of value and achieve front of mind.
We also then create and distribute “flagship” content to create more of a sales opportunity. This content could be in the form of a video, article or a graphic and would commonly be used as a paid advert on social media.
We would essentially be paying for your target audiences to see your content. Content that is engineered to pique interest and generate traffic to your website, a lead form or inbox.
Many people think that social media is ineffective for B2B businesses. This is a misconception of magnitude!
The decision makers that you are trying to influence are on these platforms. Whether it’s LinkedIn, Instagram, Facebook, or YouTube, they will be there (maybe even on all of them and more!) consuming content. They could be browsing Instagram or checking out some interior design inspiration on Pinterest and it’s your content or ad that they see in between their search content.
Don’t underestimate either the potential that someone close to a decision maker could be there, taking it all in and then eventually recommending your business when that person asks “Do you know anyone…”
Your content should help to tell the story of your brand.
Each media platform has its own nuances, features, and constraints, and it’s important to understand those when it comes to design, formatting and delivery.
But essentially, businesses should be sharing the story of their day-to-day business.
We often pull ideas from the following “pillars of inspiration.”
1 – Company history, purpose, and people
2 – Success stories and case studies
3 – The product/service in action
4 – Topical content to join in on a particular conversation or trend
5 – Something light-hearted or fun
6 – Things that happened today
Let’s not forget about email either.
Email is vastly underrated and abused.
When executed correctly, email can be a magnificent addition to your content mix and your overall marketing and sales strategy.
You can share valuable insights, useful tips, news, and promotions with your current customers as well as your prospects and you can also use email to build on your list of potential customers by offering something of use and value for free in exchange for the contact details.
So much can be achieved with great email marketing.
To conclude, creating regular, targeted content across multiple media channels is essential for engaging your audience and positioning your business as an industry leader.
Address industry trends, challenges, and insights to provide valuable information to your target clients.
Engage on professional networks, such as LinkedIn, and follow up with outbound engagement to nurture relationships.
Strive to achieve the minimal viable output (3x per week) and build up to high levels of content production.
TG TIP: Honestly? Just get someone in to do it for you. The risk of wasting time, missing opportunities, and shrinking your customer loyalty as well as your market share isn’t worth it.
It’s unlikely that one single person will be enough to do a really good job of all of this.
So, either have it in your budget to employ 2 or more marketing executives…OR speak to us. When you work with us at Tide 55, you benefit from my entire team of marketing professionals. We cover all these bases and more for you and act as your outsourced marketing department.
It’s what we do, day in, day out.
Get in touch, let’s bring your levels up.
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So how good do you want your company to be?
Do you want to be the market leader? Or at least a Front Runner?
The final core element emphasises the importance of having the right people in the right places for various marketing roles, focusing on B2B expertise.
Measure the impact of your marketing efforts on lead generation, sales pipeline growth, and customer lifetime value to ensure maximum ROI.
It’s unlikely that 1 person will be able to do this. You need a marketing department.
There’s so much opportunity out there right now. We are in an exciting age where marketing done well can be a real game changer for a business. The speed of implementation and the ease of targeting makes today’s marketing landscape look like one that has never been seen before.
Not to mention the reporting. At Tide 55 we believe that communication is key to success and that is why we report back to our clients with what’s working, what could be better and what new opportunities are out there in the industry.
B2B businesses should apply an 80/20 rule to prioritise account-based marketing strategies and relationship-building, whilst experimenting with new ideas.
Above all, concentrate on delivering business-based results by using the tools that we have at our fingertips today. Long-term success in the B2B service sector will come when the marketing, sales, and the service itself line up.
Let us take care of the first part for you.
TG TIP: Too much time gets wasted in marketing. Coming into this industry full time in 2020 when I started Tide 55, I was shocked at how complacent some of the marketing executives and agencies were. I’ve come from a hard-working background.
I had a paper round between the ages of 12-16 and every single day, 7 days a week I would be up at 5:30am sorting through 60+ newspapers before setting out on my bike to deliver them to houses in my village.
I opened a boutique Personal Training studio in 2009, before they were ‘even a thing’ which soon grew to be a fully-fledged gym with over 350 members, around 20 Instructors and 2 industrial commercial units to pay for.
My events brand grew from a room of 14 people to 128 people on a 2-day weekend ticket and I planned, sold, and delivered the event myself.
I know what it is like to have ‘skin in the game’ and I have assembled a team of highly skilled, hardworking, and caring marketing professionals. My team are incredibly passionate and knowledgeable.
We have some amazing clients across all kinds of industries from Motor homes, health and safety and industrial saws, all the way through to a chocolate maker, online jewellery store and Osteopathy clinic.
And now…We want to work with more B2B companies.
If you’ve found this guide useful the next logical step would be to have a meeting with myself and my colleague Kendall Steventon. We will research your business, your industry, and your competitors, and then identify the BEST marketing strategy for your business, and most importantly, what we should do FIRST to get some results right out of the gate.
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Congratulations, you’ve reached the end of our B.E.A.C.H framework guide!
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Now that you’ve learned how to take your B2B service-based business to the next level, it’s time to take action and unlock your full marketing potential.
With our proven approach, you can connect with your target audience, build long-lasting relationships, and position your brand as an industry leader. Don’t wait to start seeing the results you deserve – get in touch with us today and we can schedule a meeting.
The best part of it all by the way, is that we do it all for you. We become your marketing department.
Are you ready to take your business to the next level? Let’s talk! Follow the link to get in touch with our team of marketing experts and start driving growth like never before.
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Request a strategy meeting
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Fill out the form below to request a strategy meeting with us.
We will have a look at your website and your online presence and discuss ways to improve on what’s working, and add things that we know will bring the best return.
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