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4 Key Steps for Managing Business Owner Burnout

Let’s face it. Running a business is hard. Some days it can be draining and other times downright exhausting. As a result, most business owners go through periods of time when they feel tired, frustrated and uninspired.

Sometimes it’s due to a dip in business. Other times it’s simply the result of a way-too-busy schedule. Or, maybe it’s something else entirely.

Whatever the reason, business owner burnout can lead to everything from physical and emotional exhaustion to depression and detachment to stress, anxiety, lack of sleep and more. Whether you’re currently struggling with feelings of burnout or you’re trying to head them off at the pass, here are a few recommendations to keep in mind.

Define Your Goals

One of the biggest reasons a business owner will experience burnout is feeling as though they’re not accomplishing anything. If your goals are way too broad or worse, nonexistent, you’re adding fuel to the fire. Sit down and define your goals, and then segment those into smaller, more achievable objectives. As you accomplish those smaller goals, you’ll get that little jolt of happy endorphins that will help you counteract negative emotions.

Celebrate Victories

You don’t have to wait until you’ve achieved something major to celebrate your hard work. In fact, taking a few moments to pat yourself on the back even for the little things can help keep your attitude more positive. Give credit where credit is due and don’t feel guilty for celebrating your victories. It’s all of those little things that will eventually add up to something great.

Shave Your Schedule

As an entrepreneur, you have no choice but to wear many hats. Unfortunately, some of those tasks on your to-do list are things you simply don’t enjoy. Having to continuously participate in activities that don’t fulfill you can easily lead to depression and burnout. So, whenever possible, delegate as many of those unpleasant tasks as you can. For instance, if you feel like social media marketing is a waste of your precious time, outsource that task to a freelancer. This will enable you to focus on your strengths and passions, which will lead to a much more positive outlook.

Take Time Off

This can be difficult for some business owners because it’s hard to step away from what’s consumed every waking (and sometimes even sleeping) moment of your days for as long as you can remember. But taking time off is absolutely essential to your mental and physical well-being. Not only will a break every now and again allow you to decompress and recharge your batteries, but the fresher, happier you will be better for your business in the long run. Listen to your mind and your body. If you need a break, take one. You deserve it.

Business owner burnout is no fun, but it’s something almost all entrepreneurs experience at some point in their careers. The good news is, with the right attitude and a proactive approach, it’s entirely possible to recover from it – or even better, avoid it altogether.

3 Tips for Choosing the Right Office Space

It’s easier than ever to run a business from your home, but if you’re hiring employees or meeting with a lot of clients, it may be time to wave goodbye to the dining room table that doubles as a desk and invest in office space.

Whether you rent or buy your office space, choosing it is a big commitment. Fortunately, many communities offer plenty of great options –and well-trained pros ready to help you make the right call. Here are three strategies to simplify the process.

Opt for the minimum viable office space.  

It’s tempting to splurge on office space that will dazzle both your clients and new hires, but before you do, make sure it’s (a) necessary to the success of your business and (b) priced at a level you will be able to afford even if your sales get slow.

Unless you work in a field such as financial services, where prospects may view a luxurious office as a sign of your success, you can probably get by with more modest surroundings. By opting for a well-situated, clean and comfortable but un-fancy office, you can preserve the cash you need to invest in other areas of the business.

One way to save a bundle on office space is by operating from a co-working space or business incubator. These flexible workspaces used to be hard to find outside of major cities and college towns, but now they are getting more common in smaller cities and the suburbs, too. Global Workspace Association has a free tool called “Find a shared workspace” that you can use to find space in your area.

One advantage of choosing flexible space is it is often possible to rent exactly the amount of space you need—even if that’s just two or three desks—and scale up as you add team members.  In many such spaces, you’ll have access to shared amenities, such as a conference room and kitchen, too. And you won’t have to sign a long-term lease, which some traditional office-space providers might require.

As a side benefit, you’ll be working alongside other small business owners. That can lead to new business connections and cross-pollination of ideas that will help your company grow.

Find a great broker.  

What if you need more elbow room than you can find in a coworking space or incubator—or are ready to commit to more permanent space? That’s when it can be very helpful to work with a commercial real estate broker with expertise in the office-space market in your area.

Ask other business owners in your industry for a referral to a broker who knows your community well. The best brokers will want to become a trusted resource whom you will work with for as long as you are in business and can be a great source of advice.

When taking out a lease, consider both your present and future need for space. You may only have three employees now, but if, for instance, you are raising capital and plan to hire 20 people in the next year or two, you’ll need to plan accordingly. It’s no fun to move into a new space and find it’s bursting at the seams six months later. If you have to lease a little more space than you need at the moment, consider renting out a few offices to professionals in your community who are looking for flexible space to offset the costs.

Get a second opinion.

Your staff will be spending a lot of time in your new office so ask for feedback on any space you choose before signing the lease. Be sure to ask about how it will affect their commute. If you select a space that adds 30 minutes to key team members’ driving time, it could lead to lateness to work or childcare challenges, so it’s best to discuss potential issues like this early. Seemingly small factors—like easy access to several lunch options and not just one—can make a big difference in your employees’ happiness in your company’s new home.

Don’t skimp on attorney’s fees.  

Real estate leases can be complicated, especially if you’ve never looked at one before. No matter how much you like and trust your potential landlord, put any agreements you’ve made in writing and have an attorney who is experienced in real estate transactions review your lease carefully before you sign. Hopefully the roof won’t spring a leak and the A/C won’t stop working in the next heat wave, but if something like this happens, you want to be clear on how it’ll be handled. Similarly, you’ll want to know what happens if you need to end the lease before the term is up, as you may need to negotiate on this.

Nailing the details of any office lease can take a little time, but don’t rush the process. If you’ve chosen well, you could be working from your new space for a long time!

 

6 Elements of an Effective Ebook

The internet is full of tips, tricks, and strategies for writing an ebook. But what’s the point in completing an ebook if it isn’t any good? How can you ensure the ebook your business publishes is effective?

You can start by making sure it includes these six elements.

A Clear Value Add or Takeaway

Why should anyone take the time to read your ebook? What will they get out of it? What will they learn? What will it enable them to do?

If you can’t confidently answer these questions, you’re not ready to write an ebook.

It needs to be clear what exactly the value of your ebook is. Will it help the reader:

  • Market their business on a shoestring budget?
  • Find new business in one month?
  • Cut costs on their service business without affecting quality?
  • Launch an effective PPC campaign without hiring an expert?

Figure out what your ebook’s value proposition is and then make it clear in the title, in the intro, and in every chapter.

Clean, Beautiful, and Professional Design

We’re visual creatures, and while an ebook is ultimately judged on the merit of its words, it’s chosen based on its title and how pretty it looks.

Apologies to every kindergarten teacher out there, but we definitely judge a book by its cover. Good luck convincing anyone that your “Beginner’s Guide to Real Estate Investing” ebook is trustworthy if its title page is an off-center mess in bright purple Comic Sans.

If you don’t have the graphic design skills to create your own cover, hire a professional. It doesn’t have to be legendary. It just needs to look presentable, so find a designer who can work within your budget. Believe us when we say that a beautiful cover is worth it.

Create an Interactive Ebook

The point of a business ebook is to boost engagement with leads who ultimately turn into customers. The first step is convincing them to download the ebook. The second step is encouraging them to actually read it and read it to the end.

How can you motivate a reader to finish the ebook? If the ebook is about improving your personal finances, consider making it time-based and resource-driven. For example, an ebook titled, “How to Improve Your Personal Finances Within 6 Months” might include:

  • Checklists
  • Budget templates
  • Spending tracker templates
  • Resource lists

This turns the ebook into something a lead not only reads but heeds as well.

Adherence to Your Company’s Brand

Ebooks are more focused on information sharing than selling, but they are still a product of your brand. It should reflect your brand from cover to cover in everything from its color scheme to its font.

If you have a brand style guide, it’s as simple as following it. If you don’t, it’s time to create one. A brand style guide ensures your company is recognizable even when the name isn’t printed right on the page. An effective ebook not only helps the reader, it makes the reader think of your company while it does so.

A Well-Structured Table of Contents

Not everything in your ebook will be entirely relevant to every reader. That’s okay, so long as your ebook is easy to navigate.

Let’s say a small business owner downloads, “How to Grow Your Small Business With Digital Marketing.” The first half of the book deals with traditional content marketing (i.e. blog posts, infographics, social media). The thing is, they already understand the importance of these concepts, and they’re currently implementing them.

If there’s a table of contents, they quickly know not to bother with pages 3-8. Instead, they’ll notice that chapter 6 deals with influencer marketing, something they’ve heard about but don’t fully understand, and flip to that section.

If that table of contents didn’t exist, they might have dismissed the ebook out of hand instead of scrolling through to find what’s relevant.

On that note, never assume the reader will “give your ebook a chance” by flipping through it. Make it as easy as possible for people to find what they need.

An Active, Vibrant Writing Style

Everything from your title to your chapter headers to your body text should be energetic.

Instead of writing, “Sales had increased due to Company XYZ’s engagement marketing” write “Company XYZ boosted sales with consistent engagement marketing.”

Notice the difference? The first one sounds passive, lethargic, and corporate while the second sounds lively and enterprising. It has quite the effect on the overall tone of your ebook.

An ebook offers a lot of value, and it’s an excellent way to convince visitors to part with their email address in order to become leads. But you shouldn’t limit your ebook to sales bait. Instead, use the above elements to attract leads, position your brand as a source of value, and properly engage with your prospects and customers.

5 Easy Ways Entrepreneurs Can Reduce Stress and Recharge Daily

An artisanal cheese vendor and a tech entrepreneur may not have much in common, but it’s likely that both are stressed. According to the spring 2017 Bank of America Business Advantage Small Business Owner Report, 41 percent of respondents identified their business as their top source of personal stress.

While it’s often a labor of love, if the anxiety of running your own venture is beating out exercising, juggling finances, maintaining relationships and even raising children, you’re already caught up in the grind. When you’re consumed by entrepreneurial endeavors 24/7, you lose sight of self-care and other important things. You may not realize how rapidly you’re burning out, and this can have innumerable long-term repercussions.

When work-related stress becomes overwhelming, it’s time to take a step back and recharge. You have to be at the top of your game to run a successful business.

Read Jonathan’s full article on SUCCESS.

The Art Of The Non-Pitch: Why You Should Never Ask For Business

Nobody likes a desperate salesperson and fewer people like outwardly aggressive ones. These modes of salesmanship—the Glengarry Glen Ross squad of suit-and-tie-wearing door-to-door thumpers; the tragic Willy Loman types; the used-car stereotype—these are outdated, old-fashioned sales models.

Modern sales aren’t just about cunning and a smile (though there is some of that), but also about nurturing your customers into understanding why your product is a good fit for them. Convincing them, winning them over, is far more likely to engage your sales team, keep customers happy and grow your business.

Why Should You Never Ask for Business?

In ye olde pre-Internet times, aggressive sales tactics worked because people simply had fewer options for researching their needs and making informed purchases. Salespeople were more than just salespeople; they were gatekeepers of knowledge. If you wanted a vacuum cleaner, you had to ask the vacuum cleaner guy which was the best vacuum cleaner and buy it from him.

Today, that is simply not reality. Many people start their purchases by researching a topic first online, usually with a search engine. (Understanding your own customer journey is a necessary first step here.) High-pressure situations leave customers with negative emotions that linger beyond the transaction itself. There’s a higher probability that the customer may regret their purchase and carry that sentiment against your brand.

After all, if they don’t really want what you’re selling, why push it?

So rather than ask for business, your challenge is to show your leads why your product is best. It’s less about closing than it is about convincing. This approach is far more likely to create return customers, who are in turn more likely to spend more money with you over time.

According to Invesp, a customer-retention software company, increasing customer retention by 5 percent can increase profits anywhere from 25 to 95 percent. Since it’s more cost-effective to retain existing customers than it is to find new ones, nurturing your existing base not only makes easier the lives of your sales team, but also your accountant.

How Can You Avoid Pitching for Business?

Instead of pitching immediately, and turning off your leads, nurture them instead. Offer them something valuable or entertaining from the get-go.

If they found your site through a Google search, odds are they were looking for information—that’s where you can inform them with an explanatory video or article, or detailed and beautiful photos of the product they’re interested in.

That’s your hook. Once they’re engaged, you want to keep in touch—a logical next step of the funnel is to grab their email by offering a newsletter or coupon or asking them to follow you on social media for news or deals.

If you get an email hook, the best practice is to personalize your follow-up. Using real names and creating specific email lists (organized by zip code, city, age, etc.) will go a long way toward that.

This will be easier if your sales and marketing teams have already joined forces and shared their lead and customer data. This way, your whole team will be working off of one CRM database. Your team will be able to leave notes that make sure everyone understands the pertinent details customers expect to feel like they’re understood by a company.

Once a lead is converted into a customer, make sure you follow up afterward, too. Asking how you did as a company, requesting product or service feedback and asking for reviews are all great ways to invite engagement and show off your humility. It’s putting the customer in charge, reversing the notion that it’s the salesperson’s job to push a product.

After a certain amount of time, you’ll have leveraged your data to hone a successful outreach strategy that you can repeat, attracting new leads that are more likely to convert into long-term fans. And that is the art of the non-pitch.

Intro to PPC, Part 3: Measuring the ROI of PPC

This is the final part of Hatchbuck’s introduction to PPC series. Be sure to read parts one and two first.

You’ve got your keywords set, your landing pages optimized and your PPC campaign rolling. But you’re not done yet—before you sit back and watch your leads stroll in, you’ve got to make sure you’re spending your money wisely. Ultimately, the only way to do that is by measuring ROI.

Measuring the return on investment you see from your PPC campaigns can help you decide if it’s worth spending on PPC, and help you understand if test or strategy is helping you lower acquisition costs and bring in more customers.

How can you measure PPC ROI?

There are several metrics to track for PPC, but we’ll provide a quick overview of the major calculations involved and several ways you can determine a campaign’s success. You can find out the value of your PPC campaign through all or only some of these—it will depend on what your goals are.

Return on Ad Spend

This is the most common—and simplest—calculation you can muster up. Commonly shortened to ROAS, this metric depicts what percentage of your investment your PPC project drew in.

So, for example, if you spend $100 on a PPC campaign and earn $150 in sales, your ROAS is 50%.

That might seem obvious to calculate, but we’re working with easy numbers here. The calculation is actually profit minus cost, divided by cost. So in this example, worked out in its entirety, the calculation looks like this:

150 (profit) – 100 (cost) = 50

50 / 100 = 0.5

0.5 = 50%

You’ll be able to determine your own ROAS quickly enough, but you can also count on your bid management system to calculate this for you and show it in your dashboard.

Return on Investment

If you’re feeling good about your high ROAS number, your ROI number is here to bring you down. (Or comfort you, depending on your overhead.)

That’s because ROI calculates your pure return on investment, given the total costs of running your business. The calculation is the same as ROAS—profit minus cost, divided by cost.

The difference? Here, “cost” represents not just PPC investment, but all the costs it took to achieve the sale: how much money it costed to make the product, the cost of your servers, your web domain cost, employee salaries and everything else you can tally up.

This calculation can get a bit messier, but if you have a sense of how much your company is costing overall, and how many dollars go into a single sale, leveraging your PPC data to calculate your complete ROI is actually pretty handy. It can show you whether your advertising budget is inflated or underused and whether PPC is really a good fit for your company.

Cost Per Conversion and Cost Per Click

These numbers will tell you precisely how efficient your PPC campaign is at achieving leads and conversions.

Cost per click is an easy enough metric—it calculates how much each click cost you. You tend to choose this when setting up a PPC campaign (after all, it is literally called “pay per click”). However, it is important to keep eyes on how much each click is costing you and determine the lowest cost for the highest number of clicks.

Cost per conversion is a bit trickier, as you’ll need to follow your leads through your site and determine whether they bought what you’re selling. This is only relevant, of course, if you’re actually looking for conversions—some marketers use PPC simply to raise brand awareness.

But if conversions are what you’re after, you can calculate them by dividing the amount of money you spent by the number of leads who converted. If you’re paying a high price for each lead, your PPC campaign isn’t working for you.

Click-Through Rate and Impression Share

Click-through rate, or CTR, can be determined by dividing the number of times an ad was clicked on by the number of times it was shown. It’s an important calculation to see whether your ad is drawing the strongest number of leads. This is the surest way to judge the quality of your ad itself—the copy, image and tagline chosen. Split testing this is a good way to maximize CTR.

If your CTR is low, you should also look at your impression share—the percentage of impressions your ad actually received, against the number it was eligible for. If your impression share is too low, it could be because your ad spend is too low or your ads are ranking low down.

Of course, raising your impression share by increasing your budget doesn’t make sense if the ad isn’t performing well, if your ROI is low or if your cost per conversion is too high. Low impressions are fine if you’re still figuring out your PPC game and working with a small budget. But once you figure it out—once the data starts clicking—that’s when you know you can invest money and be confident in the ROI of your PPC campaign.

The Productivity-Sucking Tasks That Founders Should Be Outsourcing

Early entrepreneurs and founders tend to be catch-all employees: they do marketing, product management, customer service, social media, office administration, field research, sales and anything else necessary to get their business off the ground.

But after a certain point, successful founders will rightly focus more of their time to working on the business (Strategic) vs in the business (Tactical). The truth is, as a founder, in order to scale your businesses and operations you have to learn to let go of the small stuff.

Now that doesn’t mean that the small stuff shouldn’t get done, it just means founders shouldn’t be spending the limited time they have on productivity-sucking tasks and projects that could be delegated to others to run with.

The stuff that shouldn’t be on your plate is actually perfect for outsourcing. Startups are especially ripe for this model: while you may not have the funds to hire full-time staff to knock out these initiatives, hourly and outsourced employees can fill roles quickly, efficiently and deliver a lot of bang for your buck. The best place to get started with outsourcing your projects and tasks is to turn to virtual-assistant sites like Zirtual or freelancer sites like UpWork or even Fiverr, depending on the gig.

If you’re wondering what projects and tasks you should let go of, here are the top 6 productivity-sucking tasks that you need to outsource today.

Social Media Management

It goes without saying that modern digital marketing relies on social media. But why should you learn the ins and outs of Instagram yourself? Why should you spend hours researching the right hashtags, following people who are likely to follow you back, creating a posting calendar, replying to comments and providing the right images? Moreover, why should you do that for every social channel you want to penetrate?

Understanding social media is critical, sure, but the beast is so huge, you can and should leave it to professionals. If your goals are too daunting or your budget tight, you can even handle it piecemeal: if you have a voice you like to write in, you can write the copy and outsource the scheduling and research. Or vice versa: work with a content writer (see below) and schedule the posts yourself after they’re supplied to you. Regardless of what route you take, consistency is key—you need to post and engage daily to see real growth. All the more reason to find someone to help.

Content Marketing

Not everyone is a writer, but it’s easy to find them. Freelance farms can lead you to writers of all levels, from bargain-basement scribes (whose quality of work will show) to high-profile professionals, and working with one or more is an excellent idea if your business model includes blogging—and, by extension, search engine marketing, guest posting for publicity and authority building.

A good ghostwriter is like having a secret best friend. You can always rely on them, and the longer you stick with them, the better their work becomes—they get to know your voice, your business needs, your subject and your style. They can grow to become an invaluable team member whose loyalty only strengthens their work.

Presentation Preparation

Let’s face it: very few founders enjoy spending their time putting together pitch decks and PowerPoint slides. But there are people out there who actually do enjoy it—and who can whip up a presentation for you, or spruce up a pre-existing one, in no time at all.

Investing in one stellar PowerPoint presentation can provide value far beyond that one moment, too. You will likely use that file as a template and tweak parts only when necessary. Combine this with having someone help you with researching your pitches and subjects, and you’re saving a tremendous amount of time for a modest fee that will provide exponential benefits.

Administrative Tasks

Virtual assistants have been in vogue for years now. There is no reason why you need to worry about everyday office tasks like payroll, bookkeeping, employee scheduling, fielding generic phone calls, ordering new office supplies or organizing company events.

You can free up a tremendous amount of hours in a day by not worrying about these. Hire someone who can handle it all quickly and remotely through one of the various websites that specialize in finding exactly these kinds of people. As with other roles, the person you hire will become an invaluable team member, especially the longer they stay onboard.

Search Engine Marketing

The world of search-engine marketing is obtuse and difficult to navigate, especially if you don’t have weeks to spend researching it. Keyword research, while critical, is one of the most time-consuming endeavors digital marketers take on, with larger companies devoting entire teams to exclusive specialization in the field and the opportunity for low-cost leads an exponential reality.

It’s just as easy to reap the benefits by outsourcing. And while some founders might turn to agencies for this, outsourcing it to an individual specialist is just as effective—arguably more so. The person can feel like an extended team member, while still bringing the knowledge of a diverse client range to the table.

Customer Support

In the beginning, handling customer support as a founder can be a big benefit to getting instant feedback on your product or service. It’s confirmation that people are responding to your product or idea, and you get to inform them as to the best ways to engage with it while feeling good about providing awesome, intimate customer support.

But after a while, as many startups in that situation can attest, the feeling wears off. The calls keep coming in—more each week (if you’re growing)—but the time and energy you can devote to each will wane.

Outsourcing customer support to remote workers, either through chat forms or call-in numbers, will save you and your team several hours of work each week while improving the response times and consistency of your customer support. There are companies that specialize in connecting businesses with support staff, and you can find people who have the time and people skills necessary to work the job right.

In the end the success or failure of your business is squarely on the shoulders of you as a founder. But that doesn’t mean that everything needs to be on your plate. Start by outsourcing these 6, simple tasks so you can get out of the trenches and spend more of your time on the big picture items-like scaling your business.

6 Reasons Your Business Needs to Invest in Content Marketing

B2B decision makers don’t rely on emotions and showy ads to make purchases. They look for info in the form of case studies, white papers, and ebooks to determine whether a business has a proper understanding of their problem. As a result, content marketing is of tantamount importance to B2B small businesses.

It Gets You Closer to Closing the Deal.

Traditional B2B sales wisdom advises professionals to identify the decision maker. But just because you know who the decision maker is, doesn’t mean they want to listen to what you have to say. While you’ve pegged them as your person of focus, they’re flooded with cold calls and email requests.

Fifty-one percent of B2B buyers look for content to inform their buying decisions, according to DemandGen. Forty-seven percent of buyers look at three to five pieces of content before even talking with a sales rep. It’s worth it to invest in great B2B content.

It Mimics The Impact of Trade Shows Year Round.

B2B marketers place enormous importance on trade shows and for good reason. Trade shows produce a significant number of leads for B2B companies. Chief Marketer puts the portion of leads generated by live events at a whopping 59 percent. But trade shows only happen a few times a year, and marketing should be more than an annual or bi-annual event.

Why are trade shows successful? They allow you to reach people who are the most likely to need your services. They boost the legitimacy of your brand. They also allow you to see what the competition is up to, which of your sales strategies are working, and which could use some work.

You can do this year-round through content marketing.

  • Persona research allows you to identify the decision makers, their biggest challenges, and what content they’re most likely to respond to.
  • Whitepapers, infographics, and webinars with sincerely helpful content elevate your brand in the eyes of B2B decision makers who appreciate the usefulness of your materials.
  • Data analytics allow you to see what content your audience engages with and which content frequently leads to sales.

It Empowers You To Reach New Customers or Opportunities.

Your business instincts tell you there may be another market opportunity out there, but your prudence tells you not to take a risk. Market research allows you to identify opportunities to reach new audiences or develop new solutions, but that’s expensive.

Content marketing offers a low-risk way of either identifying or experimenting with new messaging or solutions. If you think there’s a segment of customers interested in something outside of your core business, you can start marketing it to gauge whether that solution is worth dividing your company’s focus.

Similarly, if you want to identify problems you don’t yet know about, you can use online engagement through social media questions, live webinars, live tweeting sessions, or quizzes to find out what your customers want.

It Enables You To Reach Customers at Different Stages of the Buyer’s Journey.

Prospects are all over the map when it comes to how close they are to making a purchase.

  • Awareness Stage: Still identifying what their problem is, so they aren’t yet ready to hear a solution.
  • Consideration Stage: Understand what their problem is and now they’re exploring and comparing potential solutions.
  • Decision Stage: Now that they understand the nature of their problem and the feasible solutions out there, they’re looking for a vendor to help facilitate that solution.

Salespeople are most interested in prospects in the final stages, but all leads should be nurtured so that they can eventually wind up in the decision stage. But leads at different stages need different types of nurturing.

Someone in the awareness stage doesn’t want to hear about your solution — they don’t even know what their problem is! And someone in the decision stage doesn’t want a blog post on the importance of a CRM when they already know and are in the process of comparing the features of different software.

It’s next to impossible to nurture all these leads manually as a small business owner. Content marketing allows you to produce pieces of content for these different stages while marketing automation tools let you pump out the right email or offer based on what the prospect needs.

It Shows Business Owners That You Get Their Problem.

B2B decision makers want to work with companies that just get it. A B2B purchasing decision has higher stakes than a B2C purchasing decision. If a consumer buys a crappy product, they’re bummed for a week, and while they’re out some money, they’ll get over it soon enough. On the other hand, a poor B2B buying decision can cost someone their job, so you’d better believe that person is reading everything they can get their hands on.

By investing time into producing quality content, you demonstrate to B2B decision makers that you get what they need at every stage: when they’re learning, when they’re considering, and when they’re deciding.

The Most Successful B2B Companies Are Doing It.

Ninety-one percent of the top-performing B2B companies are either extremely or very committed to content marketing, according to the Content Marketing Institute. Also, 85 percent of the most successful B2B companies report that they always or frequently deliver content consistently.

The moral of the story: Don’t let your company be left behind. Content marketing is clearly something that works. Take advantage of your organizational knowledge and track record of solving B2B customers’ problems by developing a comprehensive content strategy and publishing regularly.

Getting Personal: 3 Steps to Personalizing Your Automated Email Campaigns

Today’s top marketers have moved beyond the cold, dry, one-size-fits-all email campaign. Instead, they’re turning to machines to deliver highly relevant emails based on a variety of factors, such as clients’ latest purchases, abandoned shopping carts, recent page views and more. Indeed, IDC and Criteo recently surveyed 459 marketing executives and found that 34 percent were currently using marketing personalization technology to win more business.

In particular, 32 percent said they use digitized marketing to a great extent, and 10 percent said they use this technology exclusively. More companies are augmenting their marketing strategies with intelligent technology because when armed with the right information, you can carefully segment your messages to address your most valuable prospects’ needs. And the good news is that personalization is available to all businesses — large and small.

The following steps will help you design and implement an automated, personalized email strategy that resonates with prospects and whisks them through your sales funnel.

Read Jonathan’s full article on Entrepreneur.