Welcome to the April 2024 Edition of B2B Marketing Bytes

Some jobs are more specific, which means that those who are not in the know, may not entirely understand whether or not they are being performed in the right way.   

This is true for those who work as fractional CMOs. If you are thinking about boosting your brand by hiring one, then you may find that it becomes somewhat of an issue not knowing what they do.   

I can help you work out what things you should be looking for when it comes to hiring one for your business. All with my simple Fractional CMO guide.   

🔎 What skills should I be looking for? - A proactive approach, the ability to ensure that the brand voice is always used, and the knowledge on how to not only interpret analytical data but also apply it to improve

💭 What about qualities? - Experience in building marketing teams, a will-do attitude, coaching skills and recruitment experience.

✅ Additional good to have skills for a fractional CMO - The ability to quickly master your current marketing programme and a toolset that allows them to bring value to you, quickly.

Interested in learning more about what to consider? Read the full blog: The Fractional CMO Playbook: Mastering Crucial Competencies

LinkedIn is the ultimate in professional social networking. Any legal firms who want to be seen as experts, thought leaders and ahead of the game in their industry, are going to feel the benefit of being present on LinkedIn.   

The only thing is, not everyone knows how to make LinkedIn work for them, or even where to start.   

If this applies to you, then I am here to help. I have created a 3-month plan that is incredibly easy to follow. You can try out the key points for yourself and hopefully, given time, you will have a solid strategy for how LinkedIn can be used now and, in the future, as well as an idea of how to make the platform work for you.

💡 Month 1 - The focus of month 1 is to make sure that you have some plans in place, know what you are doing (as well as what you want to achieve) and start to lay the foundations to get yourself off the ground and running on LinkedIn.  

🧲 Month 2 - Now we’re getting into month 2, which means that you move away from the foundations of your profile and instead you are looking at how you can grow all those connections in your network.   

🥳 Month 3 - Now we’re in the final month of the 3-month plan. This means you need to think about the content that you are sharing on your profile. The aim should always be to become a thought leader and to build a trusted reputation.

Interested in tips to help you get started each month? Read the full blog: Legal Networking Unleashed: 3 Months on LinkedIn

Businesses are realising that AI tools can prove to be beneficial when it comes to particular aspects of their brands. Especially when it comes to saving time.   

This is particularly true when it comes to content creation. AI copywriting software has meant that those B2B brands that want to get great content out there can do so much quicker and easier. 

Whilst these tools can be a great way to get content out there and make the process much more streamlined to move through, you still need to know how exactly to get the best results from your chosen AI content tools.   

Here’s my top tips: 

🔁 Use AI to repurpose content - There is always a chance that you will have content that has performed better than other posts that you have created, so why not maximise how well these work for your brand?  

⚖️ The importance of balance - Whilst you can use AI tools as a quick win, a way to simplify and speed up things; when it comes to content, there really can be no comparison to a human taking the time out to create a blog post and share it online.  

🤔 How to use AI content tools to get the best results - You can do this in a variety of ways. The first is to set clear objectives. Whilst AI tools are incredibly intelligent, they still need clear rules to provide you with exactly the results that you are looking for.

Dig deeper into AI tools for B2B brands in my full blog here: Wordsmithing in the Future: AI Tools for B2B Brands

The idea of account-based marketing is that you target specific lists of either companies or individuals (depending on your target audience) and let them know exactly what help your professional service firm can offer them.   

Account-based marketing can be hugely impactful, however, it does require time and resources to ensure that it works just as you want it to. 

So, if you are looking to try and make ABM (as I am going to call it) work for you, then here are some of the things that you can do to try and make it as easy as possible.   

💭 Think about who your team will be - To maximise ABM and get the results that you want to achieve, you are going to need to think carefully about who you want your team to be. Who is going to be at the forefront of your ABM efforts?   

📲 Choose your tech - Technology plays a huge part in ABM. So much so that the technology that you choose can either make or break your efforts. You are going to want to ensure that the tech you select and utilise is going to be strong. 

💡 Create an audience profile - It is this profile that is going to help to identify what it is that you target and how you can make sure that the content that you use to attract those clients, is targeted the best that it can be.  

Interested in reading more? Head to the full blog: Illuminating Your Professional Service Firm Growth with Account-Based Marketing

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Thanks for reading my latest newsletter. Tune in next month for the latest hints and tips!

Any questions or want to talk about how I can help with your marketing then pop me an email [email protected]