2010 July

Value Propositions – what you do, why it’s important, how you do it

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What are you good at? What can you do better than your competitors? Why should I buy something from you? Many companies think they know the answers to these questions but often they don’t or cannot communicate them clearly. Technology companies in particular often emphasise a list of unique product features without clearly tying these back to a business problem they solve for their customers. According to the Forrester Research paper “Six essential elements of an effective technology marketing pitch”, only 34% of business professionals indicate that their best IT providers are able to articulate the business value of their solutions.

Another common problem is lack of a single definition within a company – if you ask two different sales people you get two different answers as to what they do and why they’re the best. Is this a big problem? Well, yes if you want to sell anything. From the outside, a lot of companies look the same to their potential customers. The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options. You have to make it easy for buyers to quickly understand how you can help them and why you are better than your competitors. You do this by defining a clear and compelling Value Proposition. Read More

How to use PR to promote your business

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Motarme– Quick Guide to PR

For some companies, particularly B2B and technology companies, PR is considered a little frivolous – a ‘would like’ rather than a ‘must have’. We advise anyone who thinks that way to think again. PR should be a key element in any sales and marketing program for companies involved in high-technology, complex B2B sales. Why is it such a big deal? Well, it can be one of the most effective ways to communicate with a target audience – they tend to take greater notice of news and press articles than standard advertising messages. It can also be a relatively low-cost way of raising awareness of your company and what you do. And today PR also plays a key role in improving your online visibility and improving your search ranking.

Given that it’s so important, why aren’t more B2B companies aware of its effectiveness? I think this is partly due to companies deciding that local or regional press coverage won’t provide much value. But PR doesn’t mean trying to get the CEO’s photograph in your local newspaper. It means thinking about who your target audiences are, identifying what they read and where they look for information about their industry and business. Once you know that, your job is to focus your PR activities on the media your customers use in their jobs, both online and offline.

Below is a short 8-page guide to PR which we think business managers will find useful. It discusses the value of PR and its impact on search marketing, before describing how you can develop and execute a PR program, including advice on writing and distributing a press release.

Motarme – Quick Guide to PR

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