be magnetic Attracting great leads

Transcription

1 be magnetic The Secrets to Attracting great leads

2 high Quality Leads Here s the situation; leads are slow and, when they come in, overwhelmingly unqualified. You need qualified leads and you need them now. Every business owner knows that one qualified lead, especially one that leads to a sale, is worth more than any number of unqualified leads. While many lead generation firms attempt to sell you on quantity, any marketer worth their salt understands that quality far outweighs quantity any day. They understand that while quantity may make those lead generation folks bank, it doesn t put a single penny into your brand s war chest. So, the question is, how do you bring in those qualified leads? Well, you begin by understanding that digital channel strategies are some of your most valuable assets. As marketers, it is our job to understand the overall buying process. For years, we ve had the differing stages of buyer behavior hammered into our brains. We know that a purchase (or conversion) begins with the recognition of a need for services. This process then progresses to the search for information that will help the buyer fulfill that need. Then, once that search is over, the combing of viable alternatives begins, followed by the actual decision to purchase and the purchase itself. And, finally, it s all wrapped up by the post purchase evaluation and recommendation (or lack thereof). Today, virtually every step in the consumer buying process can be completed via a digital platform. More than that, every step is enhanced by that digital platform. Consider the final step, for example: the after purchase evaluation. In today s hyper connected world, a buyer s verdict on your product or service can spread like wildfire. That buyer now has the ability to come to your brand s web properties and voice their opinions for the world to see, leaving you reveling in the beauty (or wallowing in the pitfalls) of consumer generated media. Need Recognition Information Gathering Evaluation of Alternatives Purchase Decision Purchase Evaluation OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 01

3 faster Conversion Digital also allows consumers to complete a conversion much more quickly and easily than ever before. Six billion people own a cell phone today. A huge chunk of that number is made up of smartphone users. From those smartphones, potential customers can seek out your product or service, research it, share it, purchase it and pass their verdict on it, thus potentially increasing your conversions from one to many if managed and fostered by the brand appropriately. While digital is a huge boon to consumers worldwide, it s also opening up doors for marketers that not only have never been opened, they ve never even existed before. Principle among those doors is the ability to track buying behavior in (practically) real time. Why did they come to your web properties? Where did they come from? What did they do once they arrived? Why did they leave, or, why did they stay? What did they buy? Why did they buy it? And what are they saying about it now that they ve bought it? All of these questions can be answered with the myriad of tools available to the savvy digital marketer of today. find your (Ideal) Lead Beyond all of that, you have the ability to target the exact type of consumer that you would like to have your web properties and offerings in front of, the consumer that is ready to convert now your ideal lead. I m your guy! How do you get your message to the folks who are ready to buy? By identifying your target audience, pursuing them where they live and tailoring the messages that they see to their stage in the buying process. There are a myriad of ways for the savvy marketer to go about integrating a brand s campaign across a plethora of digital channels, producing quality leads as they go. Let s take a look at some of the best ways OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 02

4 super-charge PPC with Gmail Whether you re a brand that markets to companies or consumers, you understand the importance of to your target audience. But, apart from a very streamlined, well thought out, targeted campaign, isn t always the best way to go when you re looking for immediate conversions. However, Google s Gmail, one of the most popular services available, has an option that brings your message to your target audience without making them do any work. Google has begun offering an ideal alternative to engine based PPC advertising. This alternative targets folks within their Gmail accounts. While few brands actually use Gmail as their primary ing method, this tool is nonetheless quite effective as many managers and executives utilize Gmail for personal use or as a back-up to corporate accounts. Are you hoping to target a prospect based around a specific keyword or phrase? Well, this is where it makes the most sense. If that keyword or phrase appears in the subject line or body of s authored by them, they will be served with your ad. This allows you to target only prospects that are actively conversing about your products or services. This Gmail PPC tool is incredibly useful and effective when properly implemented. But it s not the only option for getting your brand in front of qualified leads. The genius behind this tool is its simplicity OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 03

5 better B2B with LinkedIn LinkedIn can also be valuable for B2B brands looking for their target audience. Here, you have a massive database of professionals who have voluntarily offered up the exact information that you will need to quickly qualify or disqualify them as a lead. And they have advertising options that do this for you. Once again, the genius behind this option is its ability to target a potential consumer that has already qualified themselves simply by providing the information that LinkedIn has asked them to provide. Additionally, LinkedIn offers you the option to seek out extremely qualified leads that your brand would like to interact with on a one-on-one basis, perhaps even building a specific campaign around that one qualified lead OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 04

6 QUANTITY QUALITY enhanced Targeting with Google Jumping back over to Google, they have a program currently in beta that allows your brand to run an in-market targeting program that many brands are finding to be quite valuable when it comes to their qualified lead initiatives. With in-market targeting, Google attempts to assist advertisers in their efforts to reach users who have a recent history of researching products or services similar to those offered by the advertiser. Users are identified as in-market if they have a significant recent history of Google search query and ad NEED click RECONITION behavior on similar businesses in the same vertical. These searchers are potentially more valuable to advertisers because they have previously expressed interest in similar products INFORMATION or services. GATHERING Applying a bid multiplier for ads displayed to these users will increase the likelihood that an ad is shown at higher position on the search page. EVALUTION OF ALTERNATIVES Plainly put, this program brings your advertising to folks who have expressed specific interest in what you are offering and allows you to feature more and more PURCHASE prominently through a bidding system. In a sense, once again, this program from Google puts your PURCHASE brand in front EVALUATION of potential consumers who have already established the fact that they are a supremely qualified lead, one that may even be ready and willing to convert immediately OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 05

7 clicks that count Social Media Marketing Moving onto social, many marketers are well aware of the value of social media in today s marketplace. The ability to score word-of-mouth marketing, instant notoriety, legions of fans and followers and a healthy dose of conversation surrounding a product, service or entire brand is priceless. What isn t so well known are the direct marketing possibilities present within social media. Facebook, especially, offers an option to target consumers to the nth degree. How specific do you want to be with your brand s lead generation? Facebook offers you the ability to whittle your campaign s audience down to the single digits if you so desire. This is incredibly valuable for the niche product or service within your brand, or even the niche brand. This brings a whole new meaning to target marketing. Facebook offers your brand the sort of ad targeting options that help to ensure that every time your brand pays for a click, that click is quality. Social media is a treasure trove of direct marketing information, offered up willingly by the individual themselves, your qualified target. Another noteworthy bit of paid search strategy within social media belongs to Twitter. As most folks know, hashtags play a pivotal role within Twitter. A popular advertising option within Twitter is based around hashtags. Here s an example. This Twitter option is another example of a brand that is willing to help your brand get in front of an audience that is actively discussing your products or services. If people are Tweeting about marketing and you are a marketing firm, chances are, if your brand is front and center when someone searches a marketing hashtag, you are in the right place at the right time to gain a quality lead by way of a click through, or even a conversion OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 06

8 more Insight All of these options come with some incredibly useful reporting metrics. These metrics allow you to see who your ad has been delivered to, who clicked, who didn t, why they took the action that they did, what they did once they clicked, if they converted, etc. These metrics will give your campaigns the insight necessary to evaluate whether or not you re targeting and lead generation efforts are on the right path. This will save your marketing team time and dollars, allowing them to focus on what actually works. Bringing each of these tactics, and more as digital is a veritable playground paradise for marketers these days to bear on your current campaigns and integrating them with your future ones is quite possibly the best decision your marketer self will ever make OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 07

9 Think about this: The rule of seven. As marketers, most of us have heard of this rule. It simply states that most consumers will need to see your brand seven times before they can actually recall it with ease and clarity. The rule of seven can ensure that your brand is top of mind in your consumer s search for a product or service that you offer. These days, this rule of seven plays out painfully on our TV screens: Yes, thank you Oxy Clean, we understand that brown water can be turned white by your product. However, despite that overly exposed and ultimately unsuccessful use of the rule of seven (as many marketers have established their own rule of 24 or 39, it seems, thus negating any benefit of their consumer seeing their brand over exposure and all), today s technologies allow you to subtly, yet convincingly, spread your brand s message to your ideal consumer in such a way that satisfies this rule of seven and can actually initiate the actual buying process, all without the use of pop-ups, we might add. consumers will need to see your brand 7 times before they can actually recall it with ease and clarity. How does this work? Through device and campaign integration. Hundreds of millions of people utilize smartphones on a daily basis. Of that number, a great many of those users access the internet exclusively through their smartphone. So, obviously, responsive design, mobile marketing, local optimization, in-app advertising and more are incredibly important OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 08

10 more than Smartphones And don t forget that mobile isn t just about smartphones anymore. Since Apple introduced their ipad in 2010, tablet use has exploded. Estimates state that over 90 million tablets will be in use in the USA by Tablets are certainly the most marketer friendly device, as 93% of tablet users are trackable, compared to 82% trackability on desktops and 40% on mobile phones. Tablet users also convert at an extremely high rate. Tablet users spend 30% more time on a website and are 20% more engaged than desktop or smartphone users. These numbers are just a few examples of why device and campaign integration are so very important in today s marketing world. Your rule of seven can be easily fulfilled within a matter of moments with today s savvy consumer who goes from print, to television, to desktop, to entertainment (Pandora, for example), to smartphone, to tablet, all in the span of an hour or two, or less. Most of these consumers will utilize multi-device usage to research your brand after seeing your brand s campaign once on a single platform. What the mobile example offers every marketer is a glimpse at how valuable digital is as a whole. Combined with your traditional offerings, properly built digital campaigns that run in sync with those traditional offerings can certainly bring your marketing team a much higher quality of lead and can even bring a minute focus to your campaign that was never available before. mountains Tablet use has exploded 90 million Tablets will be in use by % of tablet users Are trackable 30% more Time on a website 20% More Engaged Of Data But, digital can do you one better. Digital can also deliver mountains of data and insights, thus allowing your marketing team to better understand your brand s consumer, how it is that they have become a consumer of your brand and what drew them to your brand in the first place, thus allowing your team to build future campaigns around these insights and also allowing for much more potential success within your brand s integrated campaigns OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 09

11 Garnering quality leads has always been the name of the game. It does not matter whether your brand seeks folks who are ready to purchase a product or service the moment they discover your brand or folks who are willing to begin a conversation that may lead to a long term relationship and sizable sale, quality leads are what your brand needs to survive. While many traditional forms of marketing print, TV, radio, guerrilla, etc. are still quite viable, these marketing mainstays do not offer nearly as much potential for insight as digital does. Taking advantage of the tracking and lead generation insights available through digital marketing s various offerings (such as those previously mentioned) will infinitely improve your brand s ability to market to folks traditionally, while greatly improving your digital offerings as well. Many marketing houses offer a form of tracking that usually piggy-backs with whatever service they offer. Some are better than others, and rarely are they the sole property of the marketing house itself, like Oneupweb s industry leading proprietary technologies ROSI trax (for all of your brand s social media efforts) and ROI trax (for all of your brand s other digital marketing efforts), for example. These technologies are the catalyst that will allow you to shape your marketing efforts OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved. 10

12 campaign Integration In the end, generating leads is as easy as integrating your campaigns across all platforms (traditional, nontraditional and digital) and devices, implementing top of the line tracking technology and putting the information and insights that you glean from your market research, custom tracking, lead generation and consumer based metrics research to work on your current and future campaign offerings. We understand that this can be a bit of a shock to an already stretched and stressed internal marketing department. These tactics for successful lead generation are much easier to implement with help from a knowledgeable partner with the expert framework already in place and a proven track record of success. As we at Oneupweb are such a partner, we d love to speak with you today! Give us a traditional shout on the phone drop us an info@oneupweb.com swing over to Facebook Facebook.com/Oneupweb send us a Tweet twitter@oneupweb CALL US! or OneUpWeb.com Intellectual property is owned by Oneupweb. Reproduction is strictly prohibited. All rights reserved.