Many entrepreneurs now know how to get traffic to their website. But that is where it starts, says BusinessRocketeer's Ivo van den Brink. “If you don't manage things well online, then that traffic will not help you. Your message and your offer must match your target group. Otherwise you get the wrong leads, more crowds and less success, "says Van den Brink. I spoke to him about the online challenges of SMEs now. “Due to the lack of success, many entrepreneurs think that online marketing does not work in their industry. That's a shame, because they miss out on a lot of sales. "
The digital marketing agency BusinessRocketeer was founded by Van den Brink in 2014 with the aim of helping entrepreneurs in SMEs to succeed with online and offline marketing and sales. "Many companies are already doing well with digitization, especially the larger SMEs," sketched Van den Brink. “Customer demand is developing rapidly, and customers want more, faster and easier. After all, they can find another, better company via the internet. 90 percent of SMEs are lagging behind. Too little is being digitized, half of the SME websites are outdated. This is also because people think too much separately for each instrument: what the hell do I put on my website? And in my newsletter? And on social media? "
But isn't it that fast? Many SMEs are doing well, even with that outdated website.
“An SME is very focused. He wants to know immediately how they can earn money with something. But marketing means investing, for example, in growing a mailing list. These new relationships must gradually get used to you, especially in the B2B market, "says Van den Brink. He thinks for a moment. “Look, today's customers have everything under their thumb - mobile - or forefinger - tablet or PC. People are used to being able to order directly, to get something delivered quickly, to know when something is being delivered, to be able to ask questions via various channels and also to receive an immediate answer. 23% of all consumer spending is already going online. That will continue to grow for the time being. And almost half of the online buyers also do this via the mobile. Do you not have a mobile website for example? Then you immediately miss that turnover. You can see the new consumer as an annoyingly spoiled child, but it is also an opportunity. Every entrepreneur sees that they will have to do something with this sooner or later. And of course it's better in the past. "
What do you think SMEs really need?
“The majority of SMEs find it difficult to deal with this because many want to solve it in the traditional way: run faster, do more manual work in less time, do a bit of digitization but still do manual work, such as lists in Excel or on Google Drive. They think per instrument. A website, social media or a newsletter is then quickly seen as extra work. But it is an opportunity to make these tools work for you, so that you can inform your customers and leads easier and faster. ”
Why did you start BusinessRocketeer?
"BusinessRocketeer arose from my own frustration because customization is so difficult to sell. You actually say: I have a tailor-made job and that can help you. I just don't know what you need and what solution I can think of. By cutting your products or services into bite-sized chunks, it is easier for you to interest leads and convert them to customers. You can structure these steps very well and often automate them with digital marketing. I do believe that digital marketing with good old sales the best combination. With digital marketing you identify structured leads, you convert them with sales to customers, you identify opportunities for upsell with digital marketing and you convert them again with sales. Digital marketing provides a system that keeps on running, it becomes a flywheel. That is the opportunity that many entrepreneurs miss. "
Can you give an example of how that works in practice?
“A good example is Blockchain Realists. Blockchain technology is still in its infancy. Finding a focus and structure in the business model was therefore a major challenge for the two founders. So: on which product-market combination do you want to give gas? With which products? How can we divide this into bite-sized chunks? So that potential customers become more familiar and can become customers? The men pick this up wonderfully, while they are not hardcore sellers at all, quite the contrary. Digital marketing makes it easy for them. They now use a combination of offline presentations and a mobile lead catcher and online. landing pages, mail automation, digital standardized quotes and knowledge articles.
Where they occasionally received a lead from the venue, and in many cases offered a customized solution, this is now happening structurally. First they sell something small with a standardized offer. That is immediately followed personally. I think that is a typical example of a smooth and structured marketing and sales machine where offline and online are combined, without it costing them much effort. "
What are the typical pitfalls that entrepreneurs encounter when digitizing?
“Digital marketing must get going. A new lead will never just immediately buy from you. It is investing in a funnel and some of the leads come back as customers. A few years ago I set up a promotion for a customer via LinkedIn. That resulted in quite a few leads, but in the first instance almost no new customers. We went too short through the turn by immediately coming up with an offer. That didn't work, but we have continued to give away knowledge. If you then see that some of them suddenly happen two years later, then you know that it works. You just have to give lead generation time.
Do you want quick results? Then you better offer something extra to your existing customers. They are already a fan of yours, so it is much easier to sell. Entrepreneurs often want a website first. They often think they know what to do. This has almost always been traditionally thought from the online brochure. If you go and talk to them to hear why they want a website, then you often go much further: it turns out that you can do some things better with email, others with social and others with a simple landing page. And some things you just have to solve with sales, especially in the B2B market. The combination is the most powerful.
It is just like a first date, you do not immediately dive into bed together. It is better to start with a non-binding giveaway, and then an easy entry. I personally experienced that with my market research agency. As a small desk we just didn't enter our target group. So we came up with a giveaway: a free question in our PanelWizard. An internet panel that gives feedback on commercials very quickly. We provided insight into the reactions of their target group in an online report, but then during a presentation. And that was allowed at more than 200 A brands. In the presentation we came up with a follow-up offer, in which the added value was clear and the risk limited. Only then was the way clear for customization. "
How do you do customization?
“It sounds like a cliché, but it is 1 + 1 = 3. It is not only about the experience and technology that I contribute, but also about the experiences of my client. Together we come up with a marketing and sales plan that works: a RocketPlan. Precisely when I am sitting with an entrepreneur, we get solutions that are right. The power of the entrepreneur is really indispensable. Like the question: what do I place on the website and on social media. If we think of it together, we get this story on one A4. And then you know exactly what the website should do. And what needs to be social. What to mail. What should be in your quotation and how you should follow it up. And that also applies to your colleagues; it becomes crystal clear. Then a lot of uncertainty about 'online' and 'digital' suddenly disappear like snow in the sun. Ditto with the prejudices that a website is really no more than an online folder. Because an entrepreneur who thinks that is going to miss a lot and has to compensate too much offline. You can no longer keep that up in the long term.
If you do not know exactly how to use all these instruments, the mutual cohesion, then you quickly go to meaningless things in your digital marketing. And your sales are too dependent on customization. That is not scalable. A smart design takes you much further. And it works much nicer. You can leave more to your colleagues. "
You have many tips to give away. SMEs who read this can actually get going themselves. Why would they use a digital marketing agency such as BusinessRocketeer?
“If you do your marketing yourself as an SME entrepreneur, you miss the expertise and especially the time. Because everyone knows that the new assignment always comes first. But hiring someone is too expensive for many SMEs. So online marketing is placed in pieces with different employees, on top of their current duties. That just doesn't work in practice. Engaging a digital marketing agency costs you part of an FTE. That gives you more, costs less and keeps your hands free to handle the larger flow of assignments. And because you organize your sales smarter, that task now costs you less time. That way you can handle new business again. ”
What is the next step for companies that want to know more?
"My give-away of course", Ivo laughs. “It is an e-book, Successful B2B lead generation with the Hapklare Brokken method, and you can download it at BusinessRocketeer.nl. Here I explain how you can be more successful with your online marketing and sales, thanks to bite-sized chunks. With a handy step-by-step plan. ”