Learn what to avoid in your business and why it’s important not to make the same mistakes as these companies.
Businesses have had to change the way they reach consumers in order to keep up with the times. Gone are the days of relying solely on print and television advertisements. In their place, businesses are turning to digital channels as a way to interact with potential and current customers. And it’s paying off-digital interactions are now seen as two to three times more important than traditional sales interactions.
However, this shift has not come without its challenges. Businesses often find themselves struggling to keep up with the ever-changing landscape of digital marketing. Additionally, they can find themselves wasting time and money on strategies that don’t work or that aren’t applicable anymore. To make matters worse, many businesses rely on outdated methods when crafting their digital marketing strategy.
In order to be successful in this new era, businesses need to adapt their strategies and tactics to match the changing consumer behavior. So, in this episode, Michael Buzinski shares the common reasons why most B2B service businesses fail at digital marketing and how you can avoid making the same mistakes.
Michael “Buzz” Buzinski is a life-long entrepreneur, a digital marketing thought leader, an author, and the Chief Marketing Officer of Buzzworthy Integrated Marketing. He has worked with over 750 service-based businesses and helped them make their digital marketing S.I.M.P.L.E. (Streamline, Identify, Market Research, Plan, Launch, and Evaluate). Using the Rule of 26, Michael can double any website’s revenue. Michael’s sole mission is to help entrepreneurs avoid the time drain and frustration of managing profitable digital marketing campaigns.
Michael and the team at Buzzworthy work exclusively on the integrated marketing needs of privately owned businesses. Their service offerings are focused on increasing their clients’ digital presence, and they are dedicated to the bottom line while creating the highest return on investment and giving business owners the freedom to focus on their business. Buzzworthy has been nationally recognized by the American Marketing Association for its innovative approach to digital marketing for small to medium-sized businesses.
01:07 – Introduction
01:45 – About Michael Buzinski
02:26 – Why Most B2B Services Businesses Fail at Digital Marketing
05:09 – Nonverbal and verbal communication with your ideal customer
07:23 – SIMPLE – The 6 steps of the digital marketing cycle
09:46 – If most B2B service-based businesses don’t believe in digital marketing, then why am I being blasted with a lot of emails and cold outreach?
11:57 – Word-of-mouth marketing vs. building authority in content marketing
15:34 – SEO and effective content marketing
17:48 – Why using long-tail keywords is more profitable and effective than short-tail keywords
21:53 – Implementing a sales process and closing the deal
24:12 – Why you shouldn’t ask for a sale immediately
27:23 – Handling difficult clients
29:48 – Lessons learned by Buzz
32:37 – Getting people to understand that we like them
39:04 – What should service-based B2B digital marketers should be thinking right now?
40:44 – Connect with Michael Buzinski
“The people who are doing content the best are the folks who are creating content that is most specific to the niche that they are actually going after.”
“To go broad is to get lost in the noise. To go narrow and deep is to stick out like a sore thumb, and that’s what we have to be.”
“The longer the search term that somebody puts in, the further along the sales process they are.”
“Digital marketing can get your customers up to the door. You got to get them the rest of the way.”
“Inefficiency equals non-profitability”
Episode Links and Resources
Michael’s website: https://buzzworthy.biz/
Michael’s LinkedIn: https://www.linkedin.com/in/michaelbuzinski/
Michael’s book: https://amzn.to/3iSlgH0
Digital activity ROI assessment: https://b2bdm.com/digital-activity-roi/
More episodes related to service-based businesses: https://b2bdm.com/product-innovation/