It’s a problem that nearly all entrepreneurs, general managers, and marketing executives deal with when it’s time to develop a revenue strategy:
“Where to start?”
As B2B’s presenter today, the voice of our website and blog, and yours truly—Matt Hall of Hierank Marketing Solutions—we don’t typically do this part for you, instead providing the main tools, but I can offer some help.
To start-start, in brief—most expert advice encourages clearly identifying one’s product or brand, primary message, and defining an audience most likely to either influence buyers or directly transact. There are many niche experts and online tools that can help with this pre-process. It’s Step Zero, and needs to be done to embark successfully into any serious promotional endeavor.
From there, it’s often helpful to keep your own identity, message, and target audience in mind while erecting your strategy around a common framework like the Marketing Funnel—the primary background to today’s presentation.
The Marketing Funnel is a common tool used to separate the fearsome and unwieldy goal of “Growing Sales” into the subgoals of:
- Awareness: Aim to grow the audience of potential buyers who know you exist.
- Consideration: Increase interest within your aware audience with helpful information, fresh messaging, or more positive exposure.
- Conversion: Increase transaction rates among an interested audience that is ready to buy.
- Loyalty: Increase recurring sales and make advocates out of happy clientele.
Each major tool and tactic in your overall strategy should aim explicitly, at least in its primary purpose, at accomplishing one of these four.
After laying this groundwork in the first half of the presentation, our focus pivoted to Hierank’s offerings, and where they can often fit into HMS’s clients’ own strategic funnels.
Without replaying the entire discussion, we used the example of a specialized contractor getting started in their business, and told the story of how they could incorporate various print and promo pieces—across their location, vehicles, personnel, shows, sales collateral, product packaging, and after-the-sale—to continually expand and re-capture happy clients.
If you’re in a role needing some guidance for your marketing, especially how the right tools can be used to accomplish distinct parts of your overall strategy, connect with myself, B2B Member Matt Hall of Hierank Marketing Solutions. As Hierank’s promise states, “We’ll get you what you need.”
For more informative presentations like today’s and to network with other local professionals, consider freely visiting a meeting or even joining as a member of our group!
We’re off the next two weeks for the holiday, but as a member in 2025, you’ll eventually be able to deliver your own presentation as well. Happy Holidays from Border 2 Border!
