Accelerator Member Sandip Amlani
Accelerator Member
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Why lead magnets are the most underrated marketing tool for SMBs
A lead magnet is something you give away free, useful enough that a stranger will hand over their email address for it. A checklist, a calculator, a short guide, a free audit. They get help they can use whether they ever buy from you or not. You get permission to keep talking to them.
I’ve used a few in my own business, from surveys to…
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The best question to ask customers to improve your marketing efforts
There’s one question that tells you more about your business than almost any other, and hardly anyone asks it.
It’s directed at new customers and if often dropped into a post purchase survey but could quite easily be done in person for many businesses. That question is:
“What nearly stopped you from buying?”
Not “why did you choose us”. That gets…
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When marketing isn't working, don't go louder. Go one circle in.
Seth Godin has a model I keep coming back to. Picture your product or service in the middle of a set of circles. The outer circle is ads, hype, spin, buzz, clicks, likes – the domain of vanity metrics. The next one in is story and tribe, the kind of thing that makes people actually care. Inside that is usability, support and community, how…
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Ouch… marketing as ‘spin’?
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What's your marketing baseline?
Quick one this week, especially for those who’ve just joined recently.
Before you decide what to fix in your marketing, it helps to know where you’re starting from. Most founders have a gut feel for this but few have validated in any great detail.
To help understand where you’re at, I built a short scorecard. Twelve questions, takes about…
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It was great talking to you about my scorecard. Very insightful. Highly recommended.
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Growth Engine Office Hours
Reminder for Accelerator Members Only that the Growth Engine Office Hours is starting in an hour at 1pm to discuss anything Marketing / Growth related.
You can join via this link:
meet.google.com/qhk-qowa-yvx
Hope you see you there!
Sandip
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Optimise your marketing: stop guessing, start uncovering insights
Last stage of the marketing flywheel, and my specialist subject if I ever went on Mastermind.
Most optimisation advice starts with “test more things”. But I urge you not to jump straight to solutions. Figure out where the biggest problems are first.
The graphic below shows the research toolkit. It runs from quantitative data (what’s happening)…
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@Sandip – having been CRO focused in our business at one point, the biggest issue we found was smaller operations have non-statistically significant data. How do you overcome that. Sure, there’s the sense-check, and you get an idea over time what is likely but how do small business overcome the trap that we saw thinking because you had ten…
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Metrics that matter
Every business has a dashboard with numbers on it. Most of those numbers aren’t going to change what you do tomorrow.
LinkedIn impressions doubled this week. Are you doing anything different tomorrow? Probably not.
Qualified enquiries dropped 40%. Are you doing anything different tomorrow? Probably yes.
That’s the test.
Look at your…
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Love the idea of KHIs, Sandip.
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KHI FTW! Love that idea – in fact the whole idea of putting humans at the centre of the business is the change that is needed.
Would change what I do –1) Serious illness – a change in my overall health metrics would be an instant change.
2) Family issue – family first, everything is an also ran.
3) 30 day debt rising above £500Anything…
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Content is where marketing wins or loses
You can get your audience, message and channels right. If the copy on the website doesn’t work at the point of decision, the rest is wasted.
Most founders pay for a CMS and a designer, then write the copy themselves. That’s often why the site doesn’t convert as it should.
Here’s seven things worth testing your homepage against.
- Sound like a…
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Yes to all of these!
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Cheers Lisa. I see copywriting is central to what you do. Which of these seven do you think most people trip up on? My money’s on 4 😊
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Stop trying to be everywhere with your marketing.
Every week there’s a new channel you should “definitely” be on.
But the clients I see making real progress aren’t on more channels. They’re on fewer, and going deeper.
Pick 2 or 3 where your ICP actually pays attention. Drop the rest.
Here’s an audit to do it honestly.
Tick mentally as you read. Drop your top 3 in the comments — happy to respond…
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There’s also the business maturity to consider – you may be turning up where your customers are but if they have not heard about you, or there’s lots of similar messages/businesses also showing up you become part of the background noise. I’ve ALWAYS favoured building direct relationships, you may be able to amplify your messages online, but…
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Same product. Different message. Different outcome.
Your messaging isn’t just a bunch of words on your website. It needs to talk directly to your target audience by clearly defining the problem you solve for them.
Stewart Butterfield, founder of Slack — the messaging platform — said this to his team just before Slack’s public preview launch in 2013:
“We are unlikely to sell ‘a group chat system’…
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