Step by Step guide to 'Zero to 50 sales in One Hour' B2B Lead Generation via Email

Multi part series on how to get customers using online outbound marketing. Within 1 hour this technique will get your sales pipeline from zero to 50 people trailing and buying your product or service. 


OUR TRIED AND TESTED METHODOLOGY

 1. Show you how to get email open rates 45-60% 
 ⁃ Average open rate is 9.2-20%
 2. Click through rate of be 4-11% and
 ⁃ Average CTR is between 1.25-5.13%
 3. Average conversion rate of 2-5% 
 ⁃ 

(source http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/)


THIS VIDEO SERIES

The series of videos has three parts to it: 
 1. Building an Email
 2. Building a Landing Page
 3. Sending Emails 

——
SENDING EMAILS TO PROSPECTS

 1. These emails are not necessarily spammy
 2. They need to be very targeted
 3. Should have a genuine offer
 4. Focus on building a relationship
 5. Send a maximum of two emails (offer + follow up)
— 
STRUCTURE OF THE EMAIL. 

 1. Never, never, never use HTML emails. 
 2. Who are you? 
 3. Your value add / benefit
 4. Why is it relevant to me? 
 5. The Offer
 6. Call to Action (CTA)
 7. Option to Unsubscribe

Generate 100s business sales leads in 35 seconds for Free

We are very excited to launch the latest version of our Growth Hacking tool GL Chrome Extension which allows you to generate leads of your target audience including Company name, email addresses, social media profiles and more in just 35 seconds. 

The tool is available for a limited time for free. Please download it here

Raj Anand, Goodman Lantern's CEO, giving an introduction to the tool

 

 

Our Story: Why we began Goodman Lantern

The founders of the company spent 10+ years in consulting at large, mid-sized organisations and startups. Almost in every consulting project, the stumbling block was: 


Profiling new opportunities, finding potential customers and then making the leads warm using the content. Every time this requirement came up new team members were hired on the payroll or teams taken out of their current roles. All of which was expensive and time-consuming.  The founders knew that there was a better way to solve this problem.

This is when Goodman Lantern was formed. 


Also, learn why the company is called Goodman Lantern. 

The Piggy Back Hack📱: 4 Guaranteed User Acquisition Techniques for Apps

How did Snapchat, YouTube, Airbnb, Instagram and WhatsApp ‘piggy-backed’ acquisition of new customers?


These days, it seems like some tech companies go from zero to a million users overnight. The growth of these firms like Snapchat and YouTube can seem magical… but it’s not. 
Did you know a small tweak within the platform can make all the difference between being a million or a billion $ company? 

This the ‘piggy-back’ growth hack to gain users, We call this the ‘piggy-back’ hack, as these platforms rode on someone's shoulders to grow their user base.


4. YouTube’s Embed Code Hack
Back in 2005 - 2006 YouTube chose to focus on MySpace as a means of reaching its target audience. At the time, in 2005, with nearly 25 million unique users, MySpace was the top social network, particularly for bands and their fans, but sharing videos on the site was next to impossible.

Other video sites like YouTube had avoided allowing blogs and other sites to embed videos on their sites. To avoid paying substantial hosting costs associated with supporting traffic to other people’s sites. Instead, YouTube shouldered the cost in exchange for a huge boost in brand recognition and grew average users to nearly 20 million visitors per month. That initial traction helped it grow into the powerhouse it is today, with over a billion users. 


3.  Instagram’s Cross-Posting to multi-platform
Launched in October 2010 it quickly became a fast, beautiful and fun way to share life with friends and family through a series of pictures, beautified using filters. Instagram took the platform hack to another level. They made it quick and easy for users to cross-post to Facebook, Twitter, Tumblr, Foursquare, and more by push of a button. 

This was undeniably good for users, who struggled to post mobile photos to Facebook in those early days, but it was also good for Instagram, whose distinct-looking photos started popping up across various social platforms, serving as a free advertisement for the app.

2. Airbnb’s Craigslist Cross-Posting
Yet another example of a platform hack is a simple yet brilliant tool within Airbnb, which allowed users listing their properties on the app to cross-post them to Craigslist in one click. They asked the user to post their home that they wanted to rent out by filling a pre-filled form. It made it simple for the user to cross post their listing to Craigslist. (Image: https://www.quora.com/How-did-Airbnb-avoid-liability-when-they-implemented-their-growth-hack-with-craigslist-1)

Taking advantage of Craigslist’s well-established user base not only allowed Airbnb to get its name in front of as many new users as possible, but it also helped to ensure that the properties they listed for rent were booked more often—making listing with them more lucrative for users.


1. Snapchat’s Snapcode
Snapchat launched Snapcodes in early 2015 after they purchased a QR code company called Scan.me. While brands and marketers attempted to make QR codes hip for years, it was Snapchat who ultimately turned them into influencer currency. Snapchatters could then easily add friends by taking a snap of their profile picture. 

Also, By changing a Twitter profile picture to a Snaptag, users were able to encourage their Twitter following to add them on the new instant messaging platform.

Using Digital Content

At the end of 2015, 76% of recruiters said that the biggest challenge they faced was locating candidates with skillsets which matched the criteria their clients were looking for. In an industry that is heavily shifting towards a more marketing-centric approach, challenges like these (among others) can only be overcome by adapting to new techniques and tactics, most of which revolve around online marketing and digital content.

10 Tips for using Content Marketing in Recruitment

Until very recently, content marketing was thought of as a tool used solely for boosting sales and growth. However, the versatility of content marketing is rapidly making its mark. Every industry has its own pool of potential employees, all of whom are interested in useful content that could assist them in their job hunt. Recruitment agencies are beginning to use this tool to their advantage, creating pertinent, poignant content that will assist them in finding model employees for the companies who make use of their services.

Benefits of eBooks in Content Marketing Strategy

What is content marketing

By creating and distributing valuable, relevant, and consistent content, marketers aim to attract and acquire a clearly defined audience. The major goal is to convert this traffic into profitable customer action.

Of course, the keyword here is “valuable”. It’s what distinguishes content marketing from other forms of advertising. Instead of simply pitching products or services, it becomes necessary to provide truly reliable, relevant, and useful content to potential and current customers, helping them solve their problems or answer their own questions.

The best way to tell if a piece of content is worth using in a content marketing campaign, is to establish whether people actively seek it out. If people want to consume it rather than avoid it, it’s worth your while.

A strong content marketing strategy includes a variety of content types. As individual pieces begin to take shape, there are some specific items to keep in mind: blog posts, ebooks, cheat sheets, workbooks and templates, whitepapers and reports, infographics, slide decks, video, etc.

Why content marketing

According to Pagefair.com, over 200 million people now use ad blockers. Conventional marketing tactics are becoming less effective. “Good” content is impervious to ad-blocking software and actually happens to be something that consumers want to interact with. Content marketing is therefore more effective and welcome on a foundational level.

There is the assumption that content marketing is an expensive alternative to the traditional marketing model. This, however, is inaccurate. Content marketing is highly effective and easy to begin. It is popular with consumers and can therefore drastically reduce the amount of money that would otherwise be spent on advertising that has a potentially lower success rate.

Roughly 88% of today’s B2B marketers use content marketing as that foundation of their marketing strategy. The sustainable value of content marketing means that brands are able to easily connect with their customers, as the lines of communication are a little more open. With conversion rates that are six times higher than those associated with traditional marketing efforts, it is hardly surprising that content marketing is growing in popularity.

Ebooks in Content Marketing

According to Jesse Noyes, senior director of content marketing for Kapost, "Fat content will become the focus of marketers everywhere.” The term ‘fat content’ extends to include whitepapers, infographics, ebooks, and videos – all of which can be used in a clever content marketing strategy.

In a content marketing plan, eBooks are best used by businesses that need to communicate complex information in a way that is both interesting and accessible. The term “infotaining” is often used to describe these eBooks, which should be filled with practical, useful, and possibly inspiring content that aligns with the business’ brand.

eBooks present the perfect balance between education and entertainment. Visually, an eBook is more appealing than a whitepaper yet it is more serious than an infographic. Essentially, eBooks cover several bases whereas other forms of content tend to be a little more one-dimensional. According to PricewaterhouseCooper LLpP, eBook sales are expected to grow from $2.31 billion in 2011 to $8.69 billion in 2018. This proves that they are somewhat of a “hot” commodity.

eBooks are being referred to as “fat” content, anything that can be broken up into smaller pieces and used in multi-channel campaigning. Ultimately, flexibility is what makes this type of marketing tool so popular. At least 39% of B2B marketers are using eBooks as a part of their strategy, whereas “thin” online content is slowly edging its way out of the limelight.

Benefits of eBooks

There are several benefits to using eBooks as a part of a business’ marketing strategy, some of which will be highlighted below.

Generate leads

What sets eBooks apart from other marketing tools is the fact that they seem to be more informative than a regular part of an advertising tactic. To the consumer, they exist in order to provide entertainment or expertise. After all, the best source of knowledge is an industry expert who can offer insight into solving the “real-life” problems of customers.

In an age where transparency is key, marketers will find that potential customers shy away from anything they perceive to be a “hard sell”. EBooks enable marketers to control the content they send out. The content becomes more inviting to consumers, drawing their attention in such a way that they feel as though they made a conscious choice to pursue a particular service rather than feeling as though they’ve been harassed into making a purchase.

Ebooks have the following technological advantages in lead generation:
 

  • The electronic medium provides a convenient method for an immediate call-to-action - a click!

  • eBooks containing links allow businesses to track their success through quantifiable measurements.

  • Rather than provide a static product, companies can add links to a variety of additional media (video, audio, or graphics) adding visual appeal.

  • An eBook is fast and easy to produce while still looking great and providing a professional appearance to a business’ content strategy.

Build a Brand

When used properly, an eBook will cause potential customers to link the content to a particular business’ existing brand. For this reason, marketers need to find a way to ensure that they maximise the eBook’s ability to enhance the company’s image.

Connecting an eBook to a specific brand can be done in the following ways:
 

  • Complement the existing brand by using the appropriate logos, fonts, and colour schemes on the eBook cover.

  • Present a professional image by ensuring that the format, writing, and editing are publication-ready.

  • When making your eBook publication-ready, marketers should execute each step with precision – especially in terms of the conversion of media.

Offers Valuable Knowledge to your Target Audience

When creating eBook content, authors should focus on topics that they have expertise in. Consumers are able to sense when content has been penned by an author who is floundering in unfamiliar territory. Furthermore, the eBook should not be about the product or service offered by the company in question.

While the eBook content may not be intended to sell, it will still have a positive impact on the decision-making of its audience.  The key here is to ensure that there is a call-to-action at the end of the eBook which links to the pertinent areas of the company’s website. This subtle method of selling helps readers make a decision without feeling they are under inordinate amounts of pressure.

Of course, the topic of the eBook should still be industry relevant – something that will attract the attention of the appropriate audience and teach them something that will assist them in making the “correct” purchasing decision. Ebooks are often used to set a particular company up as a trusted source of information or an industry leader on a particular topic.

10 Best Practices for Creating eBooks
 

Below are the top ten best practices for creating quality, effective eBooks:

  • Covers should be compelling with short, provocative titles.

  • EBooks should be easy to find, share and act on.

  • Anticipate varying screen sizes for eBook consumption and make graphics and text readable across the board.

  • Lists, tips, and best practices with examples are the most compelling eBook content formats.

  • Include links within the eBook to blog posts, videos, and articles from the business itself and from 3rd party resources.

  • Focus on content that is easily shareable on social media.

  • Promote portions of the eBook through blog posts and social networks.

  • Co-create eBooks with industry thought leaders to create a built-in incentive for them to help promote.

  • Use a clear and relevant call to action according to the eBook purpose.

  • Provide PDF and embeddable versions of the eBook.

 

Who are Strategic Planning Consultants

In the realm of management consultancy, strategic planning consultants focus (as is indicated by their title) on the strategic issues faced by businesses. Their focus is firmly tethered to issues relating to anything from supply chains and logistics to Internet presence. While many of these consultants operate under the umbrella of outside consulting companies, more often they are a part of a larger organization offering their consulting services to different units within the company.


Strategic planning is driven at the highest levels of an organization, usually formulated by a board of directors with input from expert third parties. The resulting “plans” are officially implemented by the company’s executives.

The Role of the Strategic Planning Consultant

Strategic planning consultants help business owners and their executive teams to develop an integrated strategic plan that builds clarity and consensus on a critical game-plan for future success.

A strategy consultant’s role is to provide companies with advice on their goals and future direction. These consultants use expertise, industry experience and analysis to help their clients identify strategies that increase revenue and market share by improving their competitive advantage. Strategy consultants help companies grow faster and increase the value of their business.

A strategic planning consultant will endeavor to clarify an organization's objectives and the outcomes required for all key stakeholders including customers, shareholders, staff and community. The resulting strategic plan is formulated within a given framework of corporate policies and procedures, and against economic and regulatory backdrops.

A key role for strategy consultants is to help companies define what they do and to identify their capabilities, strengths, and weaknesses. Consultants examine the company’s product range, the skills of its employees, its customer base and its marketing communications to build a picture of its current capabilities.

Strategy consultants help management teams compare their current capabilities with market opportunities. They analyse a range of opportunities, compare market requirements with the company’s capabilities and set out a range of viable options. The options might include developing or sourcing new products, expanding into wider geographical territories or entering new market sectors. For each option, consultants highlight the associated risk and identify the changes required for success.

Independent strategy consultants are equipped with the expertise and experience of solving strategy problems for small and large businesses across different industry sectors. This perspective and experience can help a management team focus on what the company should do to differentiate itself from the competition. As part of their role, strategic consultants help management teams identify priorities and focus the team on the requirements for making the strategy a reality.

Strategic planning consultants will typically call on a range of individuals to bring supplementary expertise with depth of experience in particular areas for example: economic, financial, risk management, marketing, enterprise resource planning, supply chain management, information technology, and human resources.

The strategic planning consultant first analyzes an organization's current business practices, both internally and with its customers and suppliers. From the assessments made, the business strategy consultant formulates the objectives, both tactically and strategically. Once the plan has been stabilized and baselined, the consultant works with the executive team on an ongoing basis to implement the strategic plan and manage amendments, usually at specified intervals for example quarterly or annually.

Strategic Planning Consultant Skills

The skill requirements of a strategic consultant are extremely high. The complexity involved in formulating an effective long-term plan is immense. Consultants need to find the right avenue that will enable an organization to achieve its stated goals and objectives.

In order to be able to operate credibly with the leadership teams of large organizations, whether in the public or private sector, a strategic planning consultant will be expected to possess some or all of the following experience depending on the client brief:
 

  • Several years of direct business experience, preferably across several functional areas

  • Significant tenure in a leadership role including executive accountability for business planning across a number of organizations and probably in different industries

  • Experience as an external adviser or consultant to organizations

  • Continuous training and an advanced degree, possibly an MBA, to keep up with strategic advances and technological innovations

  • A solid background as a senior business professional involved in technical activities within a given niche or profession, perhaps including consultancies, academic research, thought leadership and presenting white papers at conferences

Rewards for Strategic Planning Consultants

Technically, there is no ceiling to the rewards available to the business strategy consultant. They are only limited by their experience, knowledge and contacts. A strategic planning consultant's compensation can quite easily range up in the millions of dollars over the life of an assignment. These fees can be supplemented quite substantially if you hire other experienced, niche consultants to contribute specialist insights.

An experience independent strategic planning consultant can make $250K or more in a year without too much difficulty. It is all within their reach given the right experience, knowledge, and drive. The total compensation will be determined by their background and skills.

There are also the non-monetary rewards: the kudos of being known as the expert in their chosen discipline and being in high demand among the world's top corporations. The potential in this field is great and very exciting.

Image Source:  http://www.payscale.com/research/US/Job=Strategic_Planning_Consultant/Salary

Image Source:  http://www.payscale.com/research/US/Job=Strategic_Planning_Consultant/Salary

The demand for skilled consultants is likely to remain high. Competition will be fierce, although the absolute number of credible competitors will be relatively low. Since the formulation of business strategy planning is an ongoing and evolving process, consulting services will be required for a long time to keep the plan current and the organization on track. The extract from Linkedin shows that the range of industries that are interested of services of strategic planning consultants is wide enough.

 

Overseas Market Introduction Service

OMIS Report

What Does OMIS Entail?

The Overseas Market Introduction Service (OMIS) provides support for businesses pursuing export activities overseas. The information provided often includes competitor analysis, market reviews, bespoke events, and assistance with adjusting to local business etiquette and culture. Essentially, OMIS gives businesses an instant link to invaluable insights and set them on the right track. This service is tailored to each individual businessperson and assistance depending on the needs of the client. 

OMIS activities and support can include market information, advice and practical support, such as:

  • Understanding how to do business in the market

  • Having the confidence to explore or expand in a new market

  • Market analysis and feasibility studies

  • Identifying business opportunities and prospects

  • Understanding the competition

  • Identification, assessment and contacting of potential distributors, partners and contacts

  • Promoting business and products through events such as receptions and product launches

  • Meeting arrangements with business contacts

  • Deciding on the best market entry strategy

  • Understanding local regulations and standards

  • Overcoming barriers to entry or expansion

  • Raising profile and credibility in the market

Why is an OMIS Report Helpful?

Any business aiming to expand in the overseas market may face barriers in accessing the right international contacts or partners. Additionally, it can be equally challenging to find the best ways to operate in a specific overseas market and to successful market entry strategy in an entirely new sphere (both economically and culturally). Businesses seeking to increase profits by employing an effective overseas promotion may find OMIS to be particularly helpful.

There is no doubt about it: internationalisation is a difficult task. Differences in time zones, languages, and cultures are inescapable obstacles that must be faced. OMIS provides a wealth of practical support, advice and key market information, supporting business owners through each stage of their international expansion.

Each expansion starts with the process of market research. However, international research can be particularly challenging without contacts ‘on the ground’. The socio-economic environment is often quite specific, something not many business owners are used to or even aware of. Even when the necessary research information is in another language, OMIS teams can prove invaluable in finding the information needed. Unsurprisingly, these reports can open doors that would otherwise remain closed.

When it comes to actually visiting an international market in person, OMIS can be handy too. Booking meetings for a market visit and sending marketing material abroad can be time-consuming and frustrating. Using OMIS’ market specialists removes considerable stress and hassle both during the organisation of your visit and once you’ve actually landed in the country.

Thus, OMIS puts you in touch directly with overseas markets. It is beneficial for business, as it helps with the following:

  • Access the right international contacts or partners

  • Provide insight of the overseas market

  • Find the best way to do business in a market

  • Achieve a successful market entry strategy

  • Increase profits by using effective overseas promotion

What are the Characteristics of a Good OMIS Report?

It’s likely that the closer a business is to entering a chosen market, the more practical the services will need to be. Key tips here are the followings:

  • Mix and match OMIS services to select those that best meet your needs and requirements

  • Use OMIS for ‘value added’ services (i.e. activities that you are unable to easily do yourself)

For market research, one needs to choose between depth and breadth depending the current level of understanding. It is necessary to dive deeper into the market if there is  already an understanding of the broad brush strokes.

To obtain a comprehensive OMIS report businesses need to:

  • Provide a fully comprehensive brief of their request

  • Specify their objectives

  • Maintain personal involvement throughout the OMIS process

  • Set up milestones and due dates

  • Ensure that they obtain sight of draft/initial research so that they can be involved in final revisions/tweaks

  • Once the research has been completed, business owners need to make sure that they sign off on the brief and they you’re happy it has been met

  • Prior to sign off, businesses should ensure that they obtain any final amendments that they feel are needed.

A typical content of OMIS market report includes:

  • Identification of market size, market potential and key trends within a marketplace

  • Provision of localised industry and sector advice

  • Analysis of possible routes to market

  • In-country competitor analysis

  • Assessment of the potential level of demand for your products or services

  • Identification of opportunities and prospects.

 

If you are looking for an Overseas Marketing Report get started today with a Free Trial

Goodman Lantern ties up with Startup Grind Conference to Offer a 47.5% Discount

LONDON and SAN FRANCISCO, 24th October 2016. Goodman Lantern, one of the UK’s most prolific new market research and content development companies, has recently announced an exciting new partnership with the Startup Grind Conference to offer attendees a 47.5% discount on tickets to the event. Goodman Lantern works with  SME and enterprise customers helping facilitate conversation between the two.

Startup Grind is powered by Google for Entrepreneurs and is a global startup community designed to educate, inspire, and connect entrepreneurs connecting 400,000 founders in over 200 cities. The Startup Grind conference is one of the highlights of the entrepreneurial sphere, offering budding business owners a chance to rub shoulders with industry leaders and pick their brains on pertinent topics. Past speakers include the co-founder of Twitter (Biz Stone), Airbnb (Nate Blecharczyk) and Slack (Stewart Butterfield).

We at Goodman Lantern believe that the best way to connect is face-to-face.  For this reason, they have arranged an exclusive 47.5%* discount for the Startup Grind Conference held in San Francisco on 21st Feb 2017 using the code Code12345, expiring on 14th November. For further information email startupgrind@goodmanlantern.com.

Professional conferences are a great platform for training and peer-to-peer interaction. These events are the number one place for entrepreneurs to learn new and more effective ways of conducting business. The actionable tips and statistics that business owners are able to collect from industry leaders are invaluable. It is just as important to note that attending these conferences can lead to viable solutions for fundraising efforts as well as an opportunity to sell to both enterprise and startup customers.

* The total discount on one full price ticket when buying 2 for 1 is 47.5%. Applying the code gives attendees a 5% discount on all tickets available until 14th November.

 

Recruitment Technology Social Media Conference

UK Recruiter organised a fantastic event on 13th October in London, attended by our CEO, Raj Anand. The event had a comprehensive line-up of the top recruiters, recruitment technology, social media gurus and companies. Recruitment Technology Social Media Conference catered to recruiters, recruitment technologists, and vendors. We thoroughly enjoyed the relaxed and informal style of the event, yet focused on the cutting edge information on the entire range of latest recruitment technologies information and networking opportunities.  

It was good seeing and interacting with the big guns of recruitment CRM exhibiting; Bond, Bullhorn, Dynistics, Ebsta, Eploy, Espire, Firefish, First Choice, Hirabl, Innovantage, Microdec, Northstar, Social Talent, Source Breaker, TempBuddy, Trisys, Troysoft, Volcanic, Westtek, Xref and Zoho. It was an incalculable opportunity to meet and network with other attendees about their strategies and how they are using technology in becoming the leaders within their industry.

The format of pitches from the exhibitors, recruitment technology experts and keynote speech from Russell Dalgleish was refreshing. We came out of it with new information and strategies as we learned about new technologies in recruiting more efficiently in the future. The information we obtained was invaluable and had an overflow of several new ideas and new ways of developing and implementing them.  

Using SWOT Analysis for Clever Content Strategies

In terms of business analysis techniques, a thorough SWOT analysis is possibly the best means of identifying the feasibility of an impending venture or project.  This analytical tool is used for the identification and categorization of internal and external factors. Strengths and weaknesses in SWOT analysis are termed as internal factors while opportunities and threats are termed as external factors. Potential ventures are only considered as serious possibilities only when the strengths and opportunities outweigh the weaknesses and threats.

SWOT analyses, flexible as they are, can be conducted for the following:

·         a situation

·         an organization

·         a project

·         a new venture

·         a country

·         a nation

·         individuals

While some factors in the SWOT analysis are internal to the venture being undertaken, others are external. Internal factors, quite naturally, involve the internal operations and resources of the organization including the strengths and weaknesses inherent to the project/ venture. External factors, on the other hand, relate to the external environment and elements on which the organisations have no influence, including opportunities and threats.

In order for a SWOT analysis to be carried out correctly, it necessary to focus on internal factors (strengths and weaknesses) before moving on to the external factors (opportunities and threats). This is a fairly straightforward strategy as it is of the utmost importance that you should have a full understanding of the inner workings of your company before considering the world outside.

Internal Analysis: Strengths and Weaknesses

A full internal analysis of your organization will always include its culture, expertise, resources, and unique qualities within the marketplace.

Strengths

A company’s strengths are the basis on which success can be made and sustained. They are, in short, the qualities which enable a business to achieve its goals; adding value or offering a competitive advantage. These qualities should be considered from an internal perspective as well as from the viewpoint of customers and competitors.

Your strengths refer not only to what you are well-versed in or what you have expertise in, but also the traits and qualities your employees possess (individually and as a team) as well as the distinct features that give your organization its consistency. Your company’s strengths include human competencies, process capabilities, financial resources, products and services, customer goodwill and brand loyalty.

In order to discover your business’ strengths, you may wish to consider the following key questions:

·         What advantages does your organization have?

·         What do you do better than anyone else?

·         What unique or lowest-cost resources can you draw upon that others      can't?

·         What do people in your market see as your strengths?

·         What factors mean that you "get the sale"?

·         What is your organization's Unique Selling Proposition Add to My Personal Learning Plan (USP)?

Weaknesses

Weaknesses will prevent a company from achieving its full potential. Essentially, any factors within the company which do not meet your expectations can be considered a point of weakness. These should be addressed immediately, and if not eliminated, they should be minimized as much as possible.

Weaknesses in an organization could refer to depreciating machinery, insufficient research and development facilities, narrow product range, poor decision-making, high employee turnover, wastage of raw materials, etc. Any of these problems can place you in a negative light and provide your competitors with the advantage they need to climb to the top.

To discover where your company’s weaknesses lie, it is necessary to ask the following questions:

·         What factors that are within your control detract from your ability to obtain or maintain a competitive edge?

·         What areas need improvement to accomplish your objectives or compete with your strongest competitor?

·         What does your business lack (for example, expertise or access to skills or technology)?

·         Does your business have limited resources?

·         What are people in your market likely to see as weaknesses?

·         What factors lose you sales?

External Analysis

External factors to consider in your analysis include the environment in which your organization operates in, your market, the economy, and all of the 3rd parties involved in the day to day running of your business.

Opportunities

Opportunities arise when an organization can benefit from conditions within its operational environment. These opportunities enable you to plan and execute strategies that secure higher profitability rates and as such gain a competitive advantage. More often than not, these opportunities present themselves for a limited amount of time and should therefore be snapped up as soon as they arise. There is a delicate balance to be found in selecting the targets that will best serve the clients while getting desired results.

Opportunities often arise from changes in:

·         Technology

·         Markets

·         Government Policy

·         Supply methods

·         Social Patterns

·         Population profiles

·         Global offerings

·         Lifestyle

The followings key questions need to be considered:

·         What opportunities exist in your market that you can benefit from?

·         What interesting trends are you aware of?

·         Is the perception of your business positive?

·         Has there been recent market growth or have there been other changes in the market to create an opportunity?

·         Is the opportunity ongoing, or is there just a window for it? In other words, how critical is your timing?

Threats

Threats arise when conditions in your external environment jeopardise the reliability and profitability of your business. Threats are uncontrollable, particularly when they relate to the aforementioned weaknesses within your company.

Contingency plans should be put in place to combat threats when they arise. Not many businesses can survive being taken completely by surprise.

Major sources of threats are the following:

·         Competitors reducing prices

·         Supply costs increase

·         New Technology

·         Government regulations

·         Economic downturns

·         Changes in consumer behavior

Benefits of SWOT Analysis

In addition to the cost-effectiveness of conducting a SWOT analysis, the following benefits are well worth looking into:

·         Wide Range of Applications:

SWOT analysis can be used to conduct competitive analysis, strategic planning or any other study.

·         Promotes Discussion:

    SWOT analysis promotes discussion. It is important that you have your employees on the same page.

·         Provides Visual Overview:

     A SWOT analysis is usually presented as a square, each quadrant representing one factor. This visual arrangement provides a quick overview of the company’s position and encourages dialogue.

·         Offers Insight:

    SWOT analysis can be used to gain insight about the market, giving you a better understanding of your competition.

·         Integration and Synthesis:

    SWOT analysis gives the analyst the opportunity to integrate and synthesize diverse information, despite it being qualitative or quantitative in nature. SWOT analysis organizes information that is already known, as well as information that has just been acquired or discovered.

·         Fosters Collaboration: SWOT analysis fosters collaboration and encourages open information exchange between a variety of functional areas in a firm that would otherwise not collaborate or interact much

Using SWOT Analysis for Content Strategies

A SWOT analysis is the ideal catalyst for targeted content strategies. The main reason for this is simply the fact that a two-step process (data collection and categorization) is all you really need to fuel various different types of marketing content for your business.


Your content strategy can be evaluated according to the following framework:

Strengths

·         List 3-4 major internal strategic strengths of your current content marketing efforts.

·         Identify what has been working well for you so far (eg. a well-defined blogging strategy)

·         Identify your expertise in certain subjects

·         Identify potential partnerships that could assist in promoting your content to generate traffic

Weaknesses

·         List 3-4 major internal strategic weaknesses of your current content marketing efforts.

·         Identify holes in your resources

·         Identify problems with tracking your ROI

·         Identify where your focus is lacking (lead generation vs closing deals)

Opportunities

·         List 3-4 major external opportunities that exist for anyone working within your market.

·         Are there paid distribution opportunities worth looking into?

·         Are any platforms looking for specific content that you are able to create?

Threats

·         List 3-4 major external threats that exist for anyone working within your market.

·         Is your content easily replicated by competitors?

·         Do your competitors have better resources than you do?

 

·         an organization

·         a project

·         a new venture

·         a country

·         a nation

·         individuals

While some factors in the SWOT analysis are internal to the venture being undertaken, others are external. Internal factors, quite naturally, involve the internal operations and resources of the organization including the strengths and weaknesses inherent to the project/ venture. External factors, on the other hand, relate to the external environment and elements on which the organisations have no influence, including opportunities and threats.

In order for a SWOT analysis to be carried out correctly, it necessary to focus on internal factors (strengths and weaknesses) before moving on to the external factors (opportunities and threats). This is a fairly straightforward strategy as it is of the utmost importance that you should have a full understanding of the inner workings of your company before considering the world outside.

Internal Analysis: Strengths and Weaknesses

A full internal analysis of your organization will always include its culture, expertise, resources, and unique qualities within the marketplace.

Strengths

A company’s strengths are the basis on which success can be made and sustained. They are, in short, the qualities which enable a business to achieve its goals; adding value or offering a competitive advantage. These qualities should be considered from an internal perspective as well as from the viewpoint of customers and competitors.

Your strengths refer not only to what you are well-versed in or what you have expertise in, but also the traits and qualities your employees possess (individually and as a team) as well as the distinct features that give your organization its consistency. Your company’s strengths include human competencies, process capabilities, financial resources, products and services, customer goodwill and brand loyalty.

In order to discover your business’ strengths, you may wish to consider the following key questions:

·         What advantages does your organization have?

·         What do you do better than anyone else?

·         What unique or lowest-cost resources can you draw upon that others      can't?

·         What do people in your market see as your strengths?

·         What factors mean that you "get the sale"?

·         What is your organization's Unique Selling Proposition Add to My Personal Learning Plan (USP)?

Weaknesses

Weaknesses will prevent a company from achieving its full potential. Essentially, any factors within the company which do not meet your expectations can be considered a point of weakness. These should be addressed immediately, and if not eliminated, they should be minimized as much as possible.

Weaknesses in an organization could refer to depreciating machinery, insufficient research and development facilities, narrow product range, poor decision-making, high employee turnover, wastage of raw materials, etc. Any of these problems can place you in a negative light and provide your competitors with the advantage they need to climb to the top.

To discover where your company’s weaknesses lie, it is necessary to ask the following questions:

·         What factors that are within your control detract from your ability to obtain or maintain a competitive edge?

·         What areas need improvement to accomplish your objectives or compete with your strongest competitor?

·         What does your business lack (for example, expertise or access to skills or technology)?

·         Does your business have limited resources?

·         What are people in your market likely to see as weaknesses?

·         What factors lose you sales?

External Analysis

External factors to consider in your analysis include the environment in which your organization operates in, your market, the economy, and all of the 3rd parties involved in the day to day running of your business.

Opportunities

Opportunities arise when an organization can benefit from conditions within its operational environment. These opportunities enable you to plan and execute strategies that secure higher profitability rates and as such gain a competitive advantage. More often than not, these opportunities present themselves for a limited amount of time and should therefore be snapped up as soon as they arise. There is a delicate balance to be found in selecting the targets that will best serve the clients while getting desired results.

Opportunities often arise from changes in:

·         Technology

·         Markets

·         Government Policy

·         Supply methods

·         Social Patterns

·         Population profiles

·         Global offerings

·         Lifestyle

The followings key questions need to be considered:

·         What opportunities exist in your market that you can benefit from?

·         What interesting trends are you aware of?

·         Is the perception of your business positive?

·         Has there been recent market growth or have there been other changes in the market to create an opportunity?

·         Is the opportunity ongoing, or is there just a window for it? In other words, how critical is your timing?

Threats

Threats arise when conditions in your external environment jeopardise the reliability and profitability of your business. Threats are uncontrollable, particularly when they relate to the aforementioned weaknesses within your company.

Contingency plans should be put in place to combat threats when they arise. Not many businesses can survive being taken completely by surprise.

Major sources of threats are the following:

·         Competitors reducing prices

·         Supply costs increase

·         New Technology

·         Government regulations

·         Economic downturns

·         Changes in consumer behavior

Benefits of SWOT Analysis

In addition to the cost-effectiveness of conducting a SWOT analysis, the following benefits are well worth looking into:

·         Wide Range of Applications:

SWOT analysis can be used to conduct competitive analysis, strategic planning or any other study.

·         Promotes Discussion:

    SWOT analysis promotes discussion. It is important that you have your employees on the same page.

·         Provides Visual Overview:

     A SWOT analysis is usually presented as a square, each quadrant representing one factor. This visual arrangement provides a quick overview of the company’s position and encourages dialogue.

·         Offers Insight:

    SWOT analysis can be used to gain insight about the market, giving you a better understanding of your competition.

·         Integration and Synthesis:

    SWOT analysis gives the analyst the opportunity to integrate and synthesize diverse information, despite it being qualitative or quantitative in nature. SWOT analysis organizes information that is already known, as well as information that has just been acquired or discovered.

·         Fosters Collaboration: SWOT analysis fosters collaboration and encourages open information exchange between a variety of functional areas in a firm that would otherwise not collaborate or interact much

Using SWOT Analysis for Content Strategies

A SWOT analysis is the ideal catalyst for targeted content strategies. The main reason for this is simply the fact that a two-step process (data collection and categorization) is all you really need to fuel various different types of marketing content for your business.


Your content strategy can be evaluated according to the following framework:

Strengths

·         List 3-4 major internal strategic strengths of your current content marketing efforts.

·         Identify what has been working well for you so far (eg. a well-defined blogging strategy)

·         Identify your expertise in certain subjects

·         Identify potential partnerships that could assist in promoting your content to generate traffic

Weaknesses

·         List 3-4 major internal strategic weaknesses of your current content marketing efforts.

·         Identify holes in your resources

·         Identify problems with tracking your ROI

·         Identify where your focus is lacking (lead generation vs closing deals)

Opportunities

·         List 3-4 major external opportunities that exist for anyone working within your market.

·         Are there paid distribution opportunities worth looking into?

·         Are any platforms looking for specific content that you are able to create?

Threats

·         List 3-4 major external threats that exist for anyone working within your market.

·         Is your content easily replicated by competitors?

·         Do your competitors have better resources than you do?

 

Goodman Lantern Partners with Marketo

London, UK --  06/10/2016 Goodman Lantern, expert data driven content development specialists, are pleased to announce their partnership with Marketo – one of the industry’s leaders in marketing automation and predictive content recommendations.

The partnership will provide customers with the full range from using Goodman Lantern's ground-breaking market research platform as well as the innovative marketing automation solutions provided by Marketo. This combination of services will assist strategic consultants in not only generating targeted content, but in distributing it tactically as well. Customers can sign-up for a free trial on Goodman Lantern's website.

Raj Anand, CEO of Goodman Lantern commented "With the continuous evolution of the consulting industry and inevitable changes within the financial markets, we are focussed on alleviating the stress our clients experience when generating fresh, targeted content, enabling them to concentrate on core business and deal-making.”

Goodman Lantern’s white papers and eBooks are based on in-depth market research generated by their market research platform. This professionally written content has a better return on investment and drastically increases the effect of inbound marketing. More information can be found on Marketo’s LaunchPoint partner page.

About Goodman Lantern


Goodman Lantern was founded by ex-McKinsey, KPMG, and Deloitte consultants with the shared vision of making engaging white papers and eBooks based on market research more accessible to marketers.
The company strives to enable marketers and business leaders to triumph over the challenges associated with time constraints, budget limitations, skill-set mismatches, and limited networks. Goodman Lantern’s technology platform provides businesses with in-depth research, analysis, and content creation services.

To learn more about how Goodman Lantern’s team of  analysts, researchers, and subject matter experts can improve an organization's existing content generation strategy, please visit www.goodmanlantern.com.

Survey on 'Why top level executives attend conferences'

In an effort to learn more about the conferencing behaviours of Fortune 1000 executives, Goodman Lantern conducted a survey featuring 191 top-level panelists. Our main aim was to discover why these executives choose to attend certain business events, how they research upcoming conferences, and what motivates them to participate as exhibitors or sponsors rather than attending in an observational capacity.

Download the entire presentation (free)

Determining the “Worth” of Attending an Event

An overwhelming 62.6% of respondents choose to attend conferences based on the quality of marketing and communication received before the event. The second-most popular method, ranking in at 41.3%, of decision-making in this regard is learning about these events from peers and colleagues.

Reasons for Attending an Event

One of our main motivators in conducting this survey was to discover why Fortune 1000 executives attend certain conferences and events. Most of our panelists, around 68.9%, claimed that these events presented a wealth of networking opportunities – clearly a driving force behind making their decisions. The runner-up reason for attending events was to meet experts and speakers face-to-face, a motivating factor for nearly 31% of our panelists. At least 21.1% of the executives interviewed stated that they saw event attendance as a way to invest in themselves and their professional endeavours.

Motivation for Sponsoring or Exhibiting at an Event

According to 51.3% of our participants, industry reports and knowledge produced at the event form the bulk of their motivation for exhibiting at or sponsoring an event. The next-highest motivator, 39.9%, for our panelists was the quality of attendees. Additionally, 22.6% of our survey participants stated that a speaking slot was motivation enough for attending a conference.

Produce industry reports and knowledge for your conference via Zero Cost Content via Goodman Lantern's research platform.

Research: Hiring a Management Consultant

In an attempt to discover how and why top-level executives hire management consultants, Goodman Lantern conducted a survey across 206 executives in Fortune 1000 companies. The results showed that the two main reasons behind the hiring of management consultants were as follows:
1. 40% - To give a much needed shift in strategy
2. 40% -  To bring a fresh perspective


While the above-mentioned two reasons for hiring management consultants were the clear forerunners, various other significant needs were addressed as well – staffing, training, and fundraising, to mention a few. In terms of specialised expertise, financial and strategical advice were highly sought after with technology and human resources following closely behind.


The Hiring Process


On the subject of head-hunting management consultants, a large percentage of the interviewees alluded to using popular search engines such as Google and Bing. Generally speaking, more traditional recruitment methods such as phone calls, referrals, and company reputations were significantly less popular.


Astoundingly, 63% of Fortune 1000 executives stated that their number one reason for not re-hiring a management consultant was arrogance. On the other hand, only 17% of the panel seemed concerned about the quality of work supplied by the consultant. From this we concluded that a consultant’s attitude and general demeanour are the foundation for a successful partnership between executives and consultants.

 

Management Consulting Trends


According to our research, nearly 42% of Fortune 1000 companies are steadily moving towards hiring in-house management consultants rather than leaning on large consulting firms. Those who preferred to outsource stated that they were more likely to do so from a developing economy. Additionally, most of our interviewees preferred to stretch payment of consulting fees over the period of a year. Despite the expectation that the Management Consulting market will grow to over $350 billion within the next year, efforts to cut back on costs are still hugely significant.


Primary and secondary research relating to markets, costs, industry trends, etc. often falls on an external research firm working in collaboration with the marketing consultant. Naturally, this would incur additional fees. When asked who should shoulder this financial burden, more than 50% of our interviewees were willing to contribute to the additional costs incurred.