Rawson Internet Marketing

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2 Introduction: Connect Connecting with the right prospects is the first step to sales and marketing automation success. Let s cover how to identify your ideal buyer and connect with leads that come to your website. Training Outline In Step 1 of onboarding, Connect, you ll complete the following actions with the help of your Hatchbuck Consultant: Track baseline marketing metrics Identify your ideal buyer and your customer segments Tag and import existing contacts into Hatchbuck Become familiar with Hatchbuck s CRM Put your first lead capture form on your website Install webpage tracking on your website

3 Measure for Success You ve invested in Hatchbuck so your company can grow. Let s track a few baseline metrics that you can measure against down the road to track your growth and success. How many contacts do you have? What Channels Do Your Use to Attract Prospects? Blogging Facebook Twitter LinkedIn Marketing SEO (Search Engine Optimization) PPC (Pay Per Click Advertising) Print Ads Direct Mail Tradeshows Other How Many Website Visitors Do You Have Each Month? Do you capture leads on your site with forms?

4 Identify Your Ideal Buyer Imagine you ve been asked to speak at an event to a group of 500 people. How do you engage each person in the room? If you ask a public speaking expert, they ll likely tell you to imagine the audience naked you are having a conversation with a single person. Then, they d suggest you make eye contact with just a handful of people in the room. By taking your communication to a personal level, everyone in the room feels like you re speaking directly to them. Today, savvy marketers are taking the same personalized approach. Your customers have become desensitized to generalized, batch & blast messaging. Instead, they expect a personalized experience based on their unique agenda, obstacles and level of interest in your business. To deliver this personalized experience, you need to know your buyer so intimately that you understand their pain-points and can anticipate their needs. You also need to know the types of prospects you don t want in your sales pipeline so you can avoid wasting resources on attracting and supporting customers who are a bad fit. Uncovering How and Why Your Customers Buy Your target market may be hundreds, thousands, or millions of contacts. Instead of trying to formulate messaging that is generic enough to address them all, lock your sights on two or three types of people on your list. For example, if you re an architectural firm, your target audience may be made up

5 of general contractors, engineers, and business owners. When you segment your list by these types of leads, you are able to address them in a more personalized, engaging way. Take Segmentation One Step Further. You can take initial segmentation one step further by creating a customer snapshot for each group. So, instead of thinking of a group of your customers as General Contractors in the Retail Industry, a customer snapshot can help you think of them as Greg the GC. With a customer snapshot, Greg isn t just a general contractor. He s a 45ish guy who s been in the business for 20 years. He s married with 2 kids, lives in the suburbs and drives an SUV. He struggles to find good tradesmen, and his

6 business is built on repeat customers. He is tech savvy, but finds that the latest gadgets usually aren t rugged enough for the field, so his business is often a late adopter. His dream is to keep his business growing so that his kids can inherit it someday. His challenge is balancing business development with daily business operations. Suddenly, you have insights into how Greg spends his days, what motivates him, and the types of problems you can help him solve. With a customer snapshot in your back pocket, you can create a much more compelling message for Greg and your prospects who are just like him. Customer snapshots keep marketing on the right track. Creating customer snapshots for the main types of people in your audience helps you to address the challenges they face and understands what motivates them to act, whether you are creating an marketing campaign, sending out a direct solutions to their challenges through engaging content adds tremendous value to your prospects, converting more of them into customers so your business can grow. Applying Customer Snapshots to Hatchbuck Once you ve identified two or three types of your ideal customer, Hatchbuck excels at helping you delivering personalized communication to each type of They ll be more likely to open s, more likely to click-through to content, and more likely to make a purchase down the road.

7 Tag & Import Existing Contacts into Hatchbuck s CRM As you import your existing contacts into Hatchbuck s customer relationship management system, or CRM, you can segment them by the unique interests you outlined in your customer snapshot. Hatchbuck uses tags to segment contacts. Tags can be applied to your contacts manually upon import. If we go back to our original example of the architect, the architect could add a general contractor, engineer or business owner tag to the corresponding contacts on her list of existing contacts. But wait - what if you don t know what segment your contacts fall into? Not to worry! Hatchbuck can automatically tag contacts based on the webpages they visit, the links they click and the forms they fill out. While you may manually apply tags upon your initial import, Hatchbuck will dynamically tag your contacts as your list grows.

8 Activity: Create Your Own Customer Snapshot Segment: Name: Demographics: Day in the Life: Biggest Challenges: Motivations: Hatchbuck Tags: Want to take a closer look at building customer snapshots? Download our Persona Workbook.

9 Attract More Leads to Your Site Now that you ve identified your ideal customers through your customer snapshots, the goal is to get them to your website so they can learn more about your business. your customer snapshots. Reach them by spreading the word through marketing channels like: Social Media: Share great content that resonates with your ideal customer, keeping your brand top of mind, and driving them to your site when they are ready to buy. Online Ads: Advertise on websites that your target audience hangs out on. Print Ads and Direct Mail: Incorporate a call to action to visit your website. Blogging: Fresh, relevant content on your site gives prospects a reason to visit and a reason to keep coming back. Tradeshows: Collect contact information at tradeshows so you can follow-up with contacts after the event and direct them back to your website. Marketing: Stay in touch with contacts and funnel them back to your website. SEO (Search Engine Optimization): Keep your website updated with fresh, relevant content that entices other sites to publish your links, helping your prospects find your business through organic search.

10 PPC (Pay Per Click Advertising): Paid online ads based on the keywords your ideal customers search for the most channel them back to your website. Ideally, your business should be using a few, if not all of these channels to capturing, nurturing and converting new leads that come to your site. Need a bit of help with driving more prospects to your website or with building specific marketing channels? Check out our partner services in the Hatchbuck Market.

11 Connect with Your Ideal Buyer on Your Site As Hatchbuckers, we try to be door-openers, not door closers. You re probably a door-opener, too. But when small businesses build websites, they don t always think about opening their virtual door for leads that visit their site. website. But what happens when leads come to your site from outside marketing channels? Do they have an opportunity to show interest in your business, or do they bounce? If you don t have a way to identify interested site visitors, you re missing a big opportunity to connect with good prospects. Lead Generation Forms Hatchbuck makes it simple to capture information about website visitors by placing lead generation forms on your site. value in exchange for a few contact details so that you can assist them down the line. For example, if you sell eco-friendly cleaning products, your best customer might like 10 Shocking Toxic Chemicals Haunting Your Home.

12 When a visitor to your website downloads the report in exchange for their name and address, two things happen to help your sales and marketing team: 1. Segmentation: You know what the lead is interested in. In this case, it s creating a healthy environment for their family. You can automatically add a tag to contacts that fill out this form for dynamic segmentation. 2. Identification: You have the lead s contact details. Now you can reach out to them down the road based on their interests. Send them a related article on Timing is Everything attracting spammers, the generic contact form does little to generate new leads. Contact form submissions are usually well into the sales process, prepared with questions and looking to make a decision soon. Lead generation forms, on the other hand, capture prospects early in the buying process, during their online research phase. By interacting with them earlier, you gain more control of the whole sales process through: 1. Education: You can educate them on the issue they face, making it less likely that they seek information elsewhere, like from your competitors. 2. Optimization: You can shorten the sales cycle. When your contact fills out a lead generation form, they essentially raise their hand and say, Here s my problem. Now you re equipped to help them reach a solution much faster.

13 3. Awareness: You ve positioned your brand as the go-to expert. When the time comes to make a decision, they ll deliberately reach out to you first. identified when you created your customer snapshots), you open the door to better leads early in the sales cycle, giving you the opportunity to close business sooner and more often. Applying Lead Generation to Hatchbuck Hatchbuck forms make it simple to capture information from prospects that visit your site. As a best practice, develop a resource you can give away to prospects in exchange for their contact information, like , name, title, business and phone number. Build a form in Hatchbuck with the fields you need and put it on your site. Then, use Hatchbuck form actions to out the resource when the prospect completes the form. By giving away great resources in exchange for contact information, you ll grow your database of relevant contacts who are interested in your business. Resource Download

14 Resource: White Paper Template The white paper is the cornerstone of marketing automation. Not only can a white paper offer attract and collect new leads on your website, but white paper content can also be repurposed and used in the nurturing process as well. We love any resource that does double-duty like the white paper but we know putting together new resources can be tough. Download this Microsoft Word white paper template to get a head start. Need ideas for an attention-grabbing whitepaper topic? Refer back to some of the challenges you outlined in your customer snapshot.

15 Track Activity on Your Website You ve identified your ideal buyer and you ve provided a few resources on your site to attract them so you can capture their contact information. Website tracking is like having an extra pair of eyes on your prospects at all times. As your prospects visit specific pages or visit certain types of pages more often, they are cluing you into their interests, their pain points, and their propensity to buy. For example, if you are an accounting firm and see that Alex, a small business owner, has visited several pages on your site related to corporate tax returns, you know two things - his pain-point is filing his corporate taxes each quarter and that his need is fairly pressing. You can tag him as interested in Corporate Tax, with a status of hot opportunity. Even better, when your sales rep calls Alex to talk to him about your solution, your rep has history of the webpages Alex has visited at his fingertips, starting the Applying Website Tracking to Hatchbuck With Hatchbuck s website tracking, you can see which pages of your website your contacts are visiting and tag them based on their behavior. The beauty of website tracking is that as new leads populate your database, they can continue to filter and segment themselves by their interests and their propensity to buy - just by visiting pages on your website.

16 Conclusion Connecting with your prospects is all about identify who the people are that you want to connect with, tapping into their pain-points, providing them with a resource in exchange for their contact info and tracking their activity on your website to obtain further clues about what their needs are and how ready they are to buy. Hatchbuck Recap Are you ready to leverage Hatchbuck to connect with your prospects? Complete the following with your Hatchbuck Consultant: Track baseline marketing metrics Identify your ideal buyer and main customer segments Import and tag your existing contacts into Hatchbuck Become familiar with Hatchbuck s CRM Create a form in Hatchbuck and place it on your website Install Hatchbuck s tracking code on your website