The Engel Journal

Who is Eisaiah Engel?

Category: B2B

An efficient writing process for Facebook Pages

Odyz Cards was an experiment run between August and November 2015 to answer the question: What is the most efficient way to author original content for Facebook? 

The concept was to divide the task of writing into three parts:

odyz post example

An example dividing the labor in the writing process.

STEP 1. Odyz Cards asks customers a daily question. The question can be delivered via SMS, email or a sponsored Facebook post (pictured above).

STEP 2. Customers answers the question casually, in their own voices.

STEP 3. Odyz Cards turns customers’ answers into complete Facebook posts.

Customers would get their first experience with the concept via #TellOdyz #Freebies, which were sponsored Facebook posts questions (pictured above). Once they signed up for the $99/mo program, daily questions were sent via text message. The final posts were published on customers’ Facebook pages.
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1 trick to increase B2B email response rates

Here is one trick that will immediately increase your response rates: make your emails look like they’re coming from a detail-oriented person.

These three elements will help you pull it off:

  1. Make the email come from the same IP of the email domain (this will eliminate “sent on behalf of” disclosure that many email programs make)
  2. Suggest a specific call to action, like an appointment
  3. Embed your compliance statements in the signature and footer.

When you incorporate these three elements into your emails, people will be much more likely to respond. Here is an example of an email that got an 8% company level response rate off a list of over 1,200 people at pharmaceutical companies:

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How much do your products cost?

One of the questions that B2B customers are typing into Google on mobile is, “how much do [YOUR BRAND] products cost?”

What kind of results are they getting back? Chances are, the answer to their question is buried in a PDF document or some desktop formatted page–not easily accessible on mobile.

Imagine what that B2B viewer is doing when ask search for how much your products cost. They are probably at an airport, in a meeting in between meetings. And they want an answer quickly. My preference is to tell them right in Google AdWords. This is a real-life AdWords campaign for Review Report Card.

Review Report Card AdWords Ad

Tell users how much your products cost in your ads.

If your pricing isn’t as simple as Review Report Card, you can write the ad to explain generally how your pricing works. Is it priced per user? Consumption volume? For example, if you’re a Software company, your ad might read, “Price starts at $50 / user / month. Call for more details.”

Notice the Call button right on the ad. This is the Click to Call Ad Extension in Google AdWords. It’s an absolute necessity for B2B marketers, especially if your products are best explained by a salesperson.

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