Stop talking about yourself.

This is a selfie-obsessed world. Every change of shoes, airport or bar is captured on mobile phones and promoted on social media. But the biggest mistake a B2B brand can make is to constantly talk about yourself. The first and most important thing to realise is that no-one cares. Rule number 1 then in B2B Marketing is to stop talking about yourself.

If you’re trying to capture attention, given the competing and often contradictory messages customers face, then telling people about your latest gong, sales success, hire or charitable event, however worthy, just doesn’t cut it with today’s audience. We coined a little mnemonic ‘GOPHERS’ to try to get people to avoid the pitfalls. (Gongs, Offers, Products, Hires, Events, Results and Sales) You can read more about gophers by clicking on the link at the end of this blog.

If 80% or more of your content is ‘Gophers’ it will come across as self-obsession or even narcissism.

But what else is there to talk about?

If you stop talking about yourself, then what is there to talk about? I agree that talking about your various successes (never failures!) is the meat and drink of Marketing, but that doesn’t make it right. Studies have shown that gophers might be good initially, but they don’t invite long term loyalty or engagement, another reason to stop using them.

What does work

Content Marketing (because that’s what we’re talking about) has a number of traits, completely opposite to Gopher marketing.

Storytelling and empathy come high up the list of what matters, as well as stuff that helps your customers do their job better. For a small B2B company my advice is to talk honestly about what you know best – helping your customers solve their everyday problems. If that means giving some of your knowledge away, then that’s even better. Try it. For starters stop using your blog as a way of telling the world about yourself and use it to help your customers.

Read more about Gophers.

How to Market an ERP System

How hard can it be? Marketing ERP systems is quite easy isn’t it?  You tell the market about all the features of your product, be it NetSuite, SAP, IFS, Odoo or whatever, then your sales person digs out the opportunity and the sales process begins.  To do this you’ll make a bunch of competitive claims:

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Stop talking about yourself.

This is a selfie-obsessed world. Every change of shoes, airport or bar is captured on mobile phones and promoted on social media. But the biggest mistake a B2B brand can make is to constantly talk about yourself. The first and most important thing to realise is that no-one cares. Rule number 1 then in B2B

Read More »

Inbound v Outbound; is it one or the other?

Inbound v Outbound. You may have seen recent articles on the subject of Inbound Marketing, comparing it to ‘Outbound Marketing’. Inbound is seen as the new method of attracting visitors to your website and outbound is the old style ‘push’ marketing. Inbound is usually portrayed as the way customers naturally want to engage with your

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How do you know you’re being ripped off by your web company?

By Benny Placido Over the years we’ve spotted a number of tell-tale signs that will indicate whether or not you’re being ripped off by your web design company.  But surely it should be obvious? Unfortunately it’s not, because most business people are not web experts and they expect their web company to look after them.

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Why ‘more’ means ‘less’ in Digital Marketing.

Here’s an absolutely true story, that I was personally involved in, that demonstrates the utter idiocy of going for more and more email contacts, Facebook likes, Twitter followers etc. When we were first starting out, a customer asked us to do exactly that ‘Get me more contacts, likes and followers, I need to reach more

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The simple elements that make up an Inbound Marketing Campaign

In my never-ending quest to help you develop better inbound programmes, I was trying to find a simpler graphic to explain the elements that make up a straightforward inbound campaign.  There are lots of diagrams that show the process from Awareness – Consideration – Decision and from strangers – visitors – leads etc. but nothing

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