Capabilities Presentation Lead Management. NuSpark Marketing

Transcription

1 Capabilities Presentation Lead Management NuSpark Marketing

2 About NuSpark Marketing emarketing Firm focusing on lead generation, lead management, content marketing, sales coaching Founded in 2010; Team members average 20 years of experience Philadelphia based, but works virtually Provides the process, content, and consultation for firms that implement marketing automation

3 Can you answer these questions? A recap of your brand and mission. What image do you wish to project? What separates you from the competition? What differentiates you? Your target audience. Who are the prospects most likely to buy from you? What are you clients/prospects needs/problems/challenges? What benefits do you offer your customers? What areas are performing beyond expectations and which areas are ripe for improvement? This is the first step that we need answers for to commence an assessment of your e-marketing strategy. We have branding and market research professionals on staff if need be.

4 More questions Why have a website if I can t find your products/services on Google s first page? Am I able to measure my website activity and revise my marketing tactics based on analysis of results? How do I get more website visitors to engage and connect with me? Do I have a plan to optimize and track my e- marketing efforts?

5 Lead Management

6 What Is Lead Management The process designed to generate new potential business clientele through a variety of marketing techniques. The goal is to generate new business revenue, increase visibility, and improve the attitudes of potential clients for future business development.

7 Lead Generation, Conversion, Nurturing

8 Lead Management 1. Advertising/ lead generation 2. Website engages prospect 3. Form filled out; lead captured 4. Leads filtered and scored 5. Leads distributed to sales/crm 6. Contacts enter nurturing process 7. End result- sales

9 Lead Generation

10 Lead Generation Tactics Traditional Media Pay-per-click Internet advertising (banners) Social Media Search Engine Optimization Trade shows/events Telemarketing

11 Lead Generation Approach We ll put together a comprehensive plan designed to generate quality traffic to your website. Unlike interactive agencies, NuSpark Marketing will include both traditional and digital tactics on the plan, Our deliverable to you will be an all-encompassing media plan that can cover the following: Traditional Media: Trade Press, Direct Mail, Newspaper, Magazine, Radio, Television, Outdoor Paid Interactive Media: Online Websites/Portals/Ad Networks, Pay- Per-Click, Social Media Advertising, e-newsletter sponsorships Search Engine Optimization: Why have a website if your key products/services aren t found on Google s first page? Social Media: Blogs, Twitter, Facebook, LinkedIn, YouTube, and other appropriate channels. We will plan, consult, implement, and measure your social media tactics.

12 Media Buying Detailed analysis of target audiences Integrated offline/offline tactic considerations Messaging and budget considerations Negotiation based on win-win philosophy Reach & Frequency Optimization 25 years of experience; B2B and B2C Results-oriented approach

13 Below is our list of comprehensive PPC services: Comprehensive Needs Assessment Budget Determination Account Organization Google Analytics Installation Search Marketing Platform Plan Search Campaign Set-up Content Network Set-up Mobile Ad set-up Local Business (Google Places) and extensions Landing Page Optimization Keyword Research Bidding Management Ad Copy Development & Testing Quality Score Management Conversion Tracking Call Tracking Google Places Google Merchant Center Comprehensive Analytics and ROI Measurement Referral and Other Media Tracking Ongoing Monitoring & Tweaking Reporting and Analysis Search Marketing

14 Advanced Pay-Per-Click Tactics

15 Online Display Targeted banner campaigns Behavioral, Content, Retargeting Ad networks, Ad Exchanges, Direct-to-Publisher CPM, CPC, CPA Models

16 Search Engine Optimization Keyword Research & Analysis Search Engine Friendly URLs/Title Pages META Tags: The Meta tags will be optimized with the selected keywords. Optimized Meta tags include keyword-rich URLs, page titles, page descriptions, page headings (H1), alt tags on images, anchor text, etc. Optimized Internal Linking Optimized Copy Relevant, keyword-optimized, and easy to read content on your website is key to driving qualified traffic. We will analyze and make recommendations on how to optimize the Web copy with the selected keywords. Directory Submissions Link Building Link building strategies is part of the ongoing maintenance SEO tasks, and can include such items :

17 Social Media Creativity, engagement, and relevance are keywords we use when developing social media plans. Any social media strategy needs to start with a content strategy.

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21 What s Your Secret Sauce

22 Lead Conversion

23 Web Marketing = Obtaining Conversions A defined action on your website that leads to an opportunity for further engagement or purchase Transactional: A sale Non-transactional: A sign-up, a download, a view, a call Obtain an or contact info; Instant database

24 Lead Conversion Tactics Website/ Landing Pages Design and Copy Review Message Review and Implementation Interesting content Newsletter Educational downloads Promotions and offers

25 Landing Pages Best Practices Clearly promotes benefits in bullet-point form Very relevant to the campaign Striking image; bold headline Trust copy; testimonials, case studies, alliances Strong call-to-action with easily found form or phone number

26 Website Design We utilize multiple designers in the area and will choose one right for your business All websites designed with lead capture and SEO elements in mind We re happy to work with client-suggested designers and developers to optimize lead capture strategy

27 We can help with all of this content!

28 Content Approach Understanding exactly what your customer needs to know, at each stage of the buying process Delivering it to them in a relevant and compelling way to grow your business.

29 Content Strategy Quality content Creates relationships thru interactive dialogue Establishes you as an expert Builds credibility and trust Increases confidence when buyers consider you Old-fashioned marketing doesn t work anymore with the new breed of buyer Savvy buyers are researching their solutions on their own utilizing search engines, social media, and vertical portals. They are reading blogs, white papers, articles, case studies, listening to podcasts and webinars. Consistent and relevant content is a key influence when buyers make decisions on vendors

30 A Content Matrix Example Buyer Type-Message Focus Economic-Outcomes Technical-Detail Executive- Thought Leadership Delivery Tactic Testimonials, Case studies, webinars Webinars, white papers, product briefs Case studies, articles Influencer-Information Newsletters, podcasts

31 Next- Match Content with the Funnel Early messages are made to attract attention and gain permission to communicate Middle messages are designed to overcome potential objections or offer deeper engagement: educate and inform please! Later messages offer reassurance by offering content that supports buyer decisions

32 Lead Nurturing

33 Lead Nurturing with Marketing Automation A technology platform (SaaS) that allows you to capture, score, qualify, and nurture prospects by automated processes and drive revenue using trigger-based, multi-touch communication.

34 Companies with Marketing Automation 107% better lead conversion rate 40% greater average deal size 20% higher team attainment of quota 17% better forecast accuracy Aberdeen Group, Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long term ROI June 2010

35 Lead Nurturing Deliver relevant content to prospects Designed to move the recipient forward in the sales process

36 Lead Nurturing Benefits Increase in Qualified Leads Decrease in Sales Cycle (from months to weeks) Decrease in Cost of Sales (10% decrease) Improved Conversion Rates of those leads ( x) Increase in Quality of Leads Going to Sales Increase in Transaction Size Increase in Marketing ROI

37 Lead Scoring Lead Scoring is a method of assigning points to each prospect. Points are assigned based on specific criteria you set. Attributes rated are: Form submit info (title, purchase decision), Website behavior (pages visited, content downloads), behavior (click to website or additional content) Events (tradeshow/webinar attendees)

38 Two Scoring Factors

39 Lead Scoring Impact

40 CRM Integration See the lead s score See the lead s activity

41 Metrics Assign costs to campaigns Tie leads to campaigns Then.. Cost per quality lead Cost per opportunity Cost per sale Cost per campaign Marketing ROI

42 Measurement/ Analytics

43 Google Analytics

44 Track Almost Anything with Google Analytics By combining custom URL tags made with the Google URL builder, we can track specific content and campaigns- Twitter, Facebook, blog posts, banner ads, radio, TV, print, , direct mail, etc. (more on this later) Custom reports with a myriad of metrics and dimensions can be tracked and analyzed

45 What Can Be Tracked Goals: Track conversions and sales Campaigns: Pay-per-click, banner ads, , offline, social media, mobile Ecommerce: Product pages, purchases, revenue, cart abandonment Site Content: Top visited pages, events on pages, entrance pages, exit pages Visitors: New vs. all, geography, browser, mobile, time spent on site, pages visited

46 URL Builder 1. Insert web/site landing page URL for each campaign 2. Fill in campaign info for tracking. Each online source will have its own URL tag. Google automatically tags for Adwords. 3. Generate URL. Cut and paste into source hyperlink.

47 Examples of Custom Tag Variables Source: Google, Facebook, Twitter, Blog, Yahoo, enewsletter, YouTube, AOL. B2B Portal, Radio station name, Newspaper name Medium: Cost-per-click, , social media, display banners, print, radio, magazine Term: For specific keywords Content: Ad sizes, offers, specific strategies, logo link vs. text link Name: Promotion, Campaign name

48 Weight Goals By Value By weighting goals on your website, you can prioritize goals by analyzing which ones are most important. Thank you conversions may have a 10 value, but visiting the Directions page may only have a 5 value. Select a Goal Give the goal a value (1-10)

49 Goal Outcomes Completions: How many of each goal is completed Conversion Rate: Percentage of completed conversions as compared to site user sessions Per Visit Goal Value: Weighted goal value total per visit. Metric represents an ROI measurement, whether the value be a currency or a number

50 Ecommerce Metrics Transactions: The total number of transactions during the site visit Days to purchase: How many days between initial visit and purchase Product revenue: Quantity purchased x price Per visit value: Revenue divided by visits RPC: Revenue per click Average value: The cost of an average transaction

51 Media Measurement Tools Install Google Analytics on website Google URL Tag Builder for Tracking Online Hyperlinks Access to create vanity URLs to redirect to landing pages (for offline media) Utilization of call tracking provider Track offline media sources Track phone calls by online source URL shortener for social media needs (bit.ly)

52 Vanity URLs Assign a unique URL to each offline media source. Create a subdomain, or new domain, then redirect to a custom URL built through the Google URL Builder The redirect URL for TV is actually the custom URL, for Google Analytics:

53 Dynamic Phone Number Insertion

54 And we re doing all this so I can make better decisions on what keywords from SEO and pay-per-click reach my assigned goals I can see how social media users engage with my site and blog I can see why people leave my site prematurely and identify website navigation issues I can see which pages on my website are visited most; and which ones need optimization I can determine which mediums bring me engaged traffic that convert I can see what sites overall bring me quality traffic, so I can reallocate funds and effort toward those sources that reach my goals more effectively and efficiently

55 Measuring ROI

56 Goals Analyses Sample Key metric: Per Visit Goal Value. Direct Mail, enewsletters, and EDN Products Magazine show the highest engagement. Formula is sum of the goal values divided by visits. Phone tracking exists in this example. Total conversions sums completed phone calls to sales + Thank You page conversions (denoting a form was submitted)

57 ROI Analysis Sample By including media cost, now the best ROI belongs to pay-per-click channels and direct mail.

58 Computing ROI The bottom line with all marketing efforts is proving ROI. If we generate positive outcomes for you, then we have succeeded, and our relationship continues.

59 Mobile Mobile Strategy A review of goals, objectives, strategies and tactics. Is it branding, lead generation, customer loyalty, customer service, or social media engagement? Text Messaging Delivering messaging, mobile coupons, polls or surveys, and alerts to targeted customers most likely to engage with the message. Mobile Site Design Developing a mobile site that works across multiple platforms and service providers. The ideal mobile site should support and enhance customer engagement. Mobile App Design Part of a marketing strategy is determining whether an app is right for your business. Custom apps provide a rich user experience to consumers and enhance brand engagement. Mobile Site Advertising Whether it s mobile search marketing (pay-per-click) or mobile display ads, we ll put together a plan that supports your business goals and enhances ROI. Mobile Commerce We ll work with you to setup an infrastructure that makes it easy for customers to buy from you on their mobile device. Mobile Analytics Like any media strategy, we ll put analytics in place to track clicks, calls, and engagement. Mobile Social Media With sites like Facebook, Twitter, and Foursquare, we ll implement a mobile geo-targeted social media strategy designed to generate traffic and sales to your location.

60 Summary

61 Our Values We fully immense ourselves with your marketing goals, target audiences, and culture so that we truly understand your business We focus on 24/7 customer service. We treat every client the same; no pecking order. No matter how large or small, every single relationship is equal in our view We spend your budget like its our own; our goal is to maximize investment-seek the best deals, the best promotions, the best added-value. We strive to drive results like no other firm We will continually optimize and audit to make sure you re getting the absolute best value We pride ourselves on win-win relationships. By creating professional one-to-one relationships with vendors, we typically get increased value and that means increased ROI for you

62 NuSpark Marketing This is what we do: Audit each element of your marketing-to-sales process. Those elements include how you generate visits, how you convert them into prospects, and how you convert those prospects into sales. Offer strategic recommendations that will make your current e-marketing strategy work better. Based on our analysis, we ll provide you strategic direction and tactical execution. Execute the tactics: research & planning, implementing, measuring. All efforts will be optimized for success.

63 For more information Contact Paul Mosenson (610) Morton, PA

64 Wide Variety of Experience

65 Paul s Testimonials Paul Mosenson facilitated all our needs in our initial foray into internet advertising. He surveyed potential outlets, helped us select the sites with the best demographics, established pricing, and organized the advertising copy. Additionally, his attention-to-detail with our pay-per-click campaigns has contributed to our conversion growth and increased ROI. Paul has also been responsive, thorough and informed. I would highly recommend him and his team for any b2b company looking to grow within interactive channels Ken Miller, VP of Marketing, Perry Videx Corporation Paul is a go to type person. He thrives on working on your team and providing you the best scenarios for your organization. In addition to his media buying expertise, he advised us on up and coming trends. His expertise helped us manage the power of the Internet to increase our responses. Sarah Willoughby, Executive Director, Greater Wilmington Convention & Visitors Bureau Paul Mosenson has been calculating ROI for marketing expenditures for over 25 years. We first worked together in 1987 at Nutri-System, where we teamed up to increase Seattle, Los Angeles (top producing markets at this time) revenue by 400% (in year one) utilizing a promotional an innovative marketing campaign. Paul is detailed oriented, analytic thinker and focuses on the marketing objective to drive revenue to new heights. Heidi Rose, Senior Vice President, New Horizons Computer Learning Centers Paul Mosenson of NuSpark Marketing has been quite helpful in his contribution to our emarketing and social media efforts for our organization. Over the past year, his Facebook marketing plan has exceeded our expectations, and we ve generated a substantial increased in traffic. Paul is recommended highly to any organization looking to increase web traffic and ROI. Pam Martino, Director of Communications, The Community YMCA Paul s expertise as media strategist contributed highly to our hospital s branding campaign in enhancing positive awareness in the communities we serve. I believe his thoughtful planning strategy, which included a blend of online and offline strategies, helped us advance our clinical service lines further toward desired volume and revenue goals. Furthermore, the service commitment and work-ethic he demonstrated, as part of our team, were welcomed and much appreciated. I would certainly commend Paul Mosenson to any firm or organization wanting to communicate more effectively to capture and grow business. Richard Bellamente, Retired Director, Community Relations, Underwood Memorial Hospital, NJ