Post on 15-Jul-2015
Secrets of powerful B2B communications
Enterprise Ireland eBusiness Workshop
Kilkenny, 24th March 2015
Helping to strengthen and
grow Irish companies
Consultancy, Branding,
Communications Development,
Marketing Tactics.
Since 2005.
Team of 10.
Deep digital expertise.
What changes?
How they look. What they say. How they say it.
Communications which are clear, engaging, comprehensive and persuasive.
What should you expect?
Communications to engage and move people
I feel excited; you are what I need you could make a difference for us.
I feel I can trust you; clear, competent, specialist, established.
Clear, comprehensive, engaging content
A clearly defined position
An appropriate visual style
1 to 3 consistently and fully brought to life across all touch points
4things you need
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Purpose – why you exist.
Value Proposition – what you do, how your different, for who, how to do it.
Personality & Values – how you look, act and sound.
A clearly defined position
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Look in before you communicate out.
Elements What you’re doing
e.g. The offering
The value The proof Your story
Your people Your ideas/thinking
PitchingTell stories
Providing facts Explaining
GuidingTeaching
PersuadingMoving to next step
Clear, comprehensive, engaging content
Using
WordsExplainer graphicsIconsIllustrationsPhotosVideo
Reflects your defined personality.
1. Logo, fonts, colours
2. Graphical style, photography style and see how it will work in a
variety of mocked-up communications.
An appropriate visual style
In all materials With the team
WebsitePrint materials
PDFs Sales presentation
Proposal documentsSocial media presence
Trade show stand Signage in your premises
VehiclesPackaging
All singing from the same hymn sheet.
Especially:Management Sales Service
Consistently and fully brought to life across all touch points
Clear, comprehensive, engaging content
A clearly defined position
An appropriate visual style
1 to 3 consistently and fully brought to life across all touch points
4things you need
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Value proposition unclear?Everything will be unclear.
What you do, how you’re different, for who, how to do it.
Fuzzy construct
Need a clear, logical construct for your solution. The information architecture. In summary and in detail.
You got the proof?
Prove everything - your values, your difference, your results
With stories, testimonials, facts/stats - ideally video testimonials
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So what now?
What do I do next?
What will happen?
An appropriate selection of ‘calls to action’, all
clearly explained. And keep persuading!
Workshops, gathering content, creating new content, reviewing/reflecting/providing feedback, making decisions
Work for you?
Depends on standard of current content, complexity of offering, level of detail, scale of outputs
Investment?
Communications director, researchers, planners, copywriters, photographers, graphic designers, print designers, web designers, website builders
Talent required
Start?
Get an independent audit of your current communications.
Develop a business case for investing in communications.
Or just begin!
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Powerful communications driving business growth
Working harder, greater influence, delivering super-hot prospects to your sales team, helping you reach into new segments and markets, protecting margins,
attracting good fit talent, positively influencing all stakeholders including investors, stimulating more excitement and energy in your team.
No longer a nice to have for B2B’s.
Clear, engaging, persuasive communicationsare a business requirement.