Satisfy your craving for better B2B marketing results.

#1
Typical LinkedIn post reach by followers

Finally, a solid reality check! Andreas Jonsson has been keeping tabs on # of impressions on average a profile gets in contrast to how many followers they have. Certainly it checks out for the likes of me: 1-5k followers: 479 impressions (it seems to either be that, 600 or 1300 on average for me).

How did you stack up in February?

In general with B2B marketing, outcome %s are going to be low, especially if what we offer is high ticket or deals with risky contexts. So as much as we can wish for higher numbers, I say eyes on the prize: 10% of your following would still be an incredible physical crowd in a room, do not dismiss that number out of hand!

My question to you: how else can you track evidence of your content being digested by your ideal audience for a fuller picture?

#2
Need a Google Alerts alternative? Try Alertmouse!

Want to track mentions of your brand or others in your ecosystem delivered to your inbox? Alertmouse is the new creation by SparkToro co-creator Rand Fishkin that’s fun to use without being cumbersome with features. You can try 1 free alert in less than 3 minutes, and you don’t have to give your credit card over to do it.

Also, there are cheese puns all over the site (when an prestigious media outlet mentions the term you’re tracking, it’s tagged "BIG CHEESE") and honestly? We need more micro copy that delights instead of manipulates these days!

My question to you: how do you pay attention to what your ICP thinks about your competition and contemporaries?

#3
Three things to create better-than-mediocre content

No shame here! Sometimes we just get stuck when trying to create content and end up with something we’re not thrilled about. Josh Spector has 3 ways to come up with better content that may help the next time you’re spinning your wheels. They are:

1. Zoom in.
2. Draw a line in the sand.
3. Focus on a result.

My question to you: what unconventional prompts can you keep handy when you feel creators block?

This post by Yulia Olennikova got me good. We really do want to distill human behavour into neat little boxes and flow charts, when really we are irrational bags of emotions making decisions every which way, eh?

This newsletter is shorter than usual.

Because I’m about to go on vacation and my head is a pile of mush after delivering 3 Clarity Sessions back to back and 24 listening tour interviews in the span of a month.

Phew!

I’m telling ya this Darlin’ because I believe than when we go into holy-shit-get-‘er-done mode with our service-base businesses… we gotta include holy-shit-let-‘er-rest time after the chaos, too.

Peach trees don’t continuously drop fuzzy goodness every day... and we can’t expect ourselves to be in peak performance mode constantly without time to recoup our energy for our next batch of greatness.

But ohhhhhboy do I know you (and me) will try. To push out all the posts, attend all the networking events, draft all the video scripts, update all the web pages on top of serving our clients.

And then by week 3 we wonder why we're dragging our butts while no posts go out, ghost events, forget the scripts, and ignore our website (why is it always the poor websites?!).

If you can, plan for rest in all of that. So you can recoop, reflect, and slow the heck down!

Sometimes this means honouring time you put in your calendar every Friday to just reflect on your business (even if you just stare off into space, I want YOU to have that time, not clients). Sometimes it means pausing other things on the to-do list so you you’re not rushing to half-ass attend to them after the bigger work. Sometimes it means booking a short vacation to Montreal to eat your weight in pâté and hold an epic NERF BATTLE with your nephew and fly home to discover 89 gnarled foam darts in your luggage somehow.

You do you, Darlin. All I ask is that you plan rest and reflection just like you do prospect discovery calls and post-project wrap-ups. As Leesa Renée puts it “Rest isn’t a reward for the work; it’s part of the work.”

Recent topics I helped folk figure out:

• How to connect personal passion to professional content.
• How to take multiple ideas from different team members and streamline them into short marketing project sprints.
• How to create content that adds value without mentioning your services.
• How to move from friendly banter into expert mode in the DMs to book more calls.

Want to feel more confident and grounded about what you're saying to who?

I offer Marketing Clarity Sessions to determin the right messaging needed to help you attract and book more clients. Then we decide on the best route to take, complete with a 30-day action plan. Includes 2 weeks of advisory with yours truly so you don't ghost your own marketing and get the traction you deserve!