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Subject: A Business Owner's Guide To Better Lead Generation in 3 Steps
(Posted on Aug 19, 2013 at 10:46AM ) Tags:
The way your buyer's purchase and your competitors are going to market is changing rapidly and fundamentally. Many business owners are finding their tried and trusted lead generation techniques and tactics are failing to yield sufficient results.

But knowing you need to change and knowing how to change and specifically how MUCH to change sits at the heart of the challenge.

Understanding the buyer's journey lies at the centre of good lead generation practices. Marketers should allow the journey their buyers go on...


  • from uninterested and unaware in their products or services, 
  • to defining their problems and their need,
  • to expressing interest in your solutions,
  • to purchasing and becoming a loyal customer
...to inform every action, every campaign, and every piece of content.

Funnel maths - Measuring Your Lead Generation EffectivenessTraditionally, one of the major issues business owners face is not being able to measure the financial return on their marketing investments. There was no way to gauge the real impact on revenue of say, print advertising or direct mail. Even knowing some data, such as email open rates isn't sufficient to understand the dollar return on that particular marketing investment.

However, a new era is upon us. An era where “Smart Marketers”, armed with the right tools, have the ability to calculate real marketing ROI. We refer to this as "knowing your funnel maths.”

Say you have 1000 visitors to your website in a given month (ie the top of the funnel). You target those visitors and turn them into leads by providing content that best suits their needs. Of those initial 1000 visitors, 50 of them become leads and enter your lead nururing campiagn (middle of the funnel). Of these 50 leads, 8  of them become sales ready leads, of which 2 of them become customers (bottom of the funnel.) The two delas are worth $5000  in new revenue to your business.

Smart lead generation is knowing the "leakage rate" of each stage in their funnel(how many propects you lose along the way) knowing the lag time from first engagement with prospects to the time they become a loyal customer. Armed with this valuable information, together with their current and planned revenue goals and average selling price,organisations can model their lead generation funnel accordingly.

Why is this important? Because it means business owners and their marketers now know the velocity they need to run their funnel to meet their revenue goals.

They know how many visitors and contacts they need at the top of the funnel in order to drive revenue at the bottom of the funnel. Now that's smart!

Employ a digital, inbound marketing methodologyEmploying a lead generation strategy using digital or inbound marketing strategy saves business owners time and money. On average an inbound lead is 62% cheaper than an outbound generated lead.

Good inbound marketing attracts buyers to your site via carefully selected tactics that highlight the problems and challenges your buyers are facing in their business. Nurturing those leads using relevant targeted messages further deepens the engagement.

Now, instead of your sales team caught up cold calling or email spamming, they can establish and develop a credible and trustworthy relationship with buyers who are educated and motivated.

But perhaps the single biggest benefit of an inbound marketing approach is the ability to measure your lead generation funnel at every step of the process and then adapt your approach and retest to evaluate the success of the change. This incremental, iterative, adaptive approach yields much better and faster returns.

Use content to nurture your leadsNow we now know that people commence online searches and visit websites for a solution to a problem. What’s the most effective way to engage? Provide content such as an eBook, current industry trends or a more technical whitepaper. Nurture your lead through their buying process. If your prospect is “sitting on the fence” provide more relevant information such as product demonstrations, free trials and video testimonials to enhance your reliability whilst educating and informing buyers too.

According to Hubspot here's how your offer types change as the buying process progresses.

 

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Posted by Joe Fell
By focusing on these three key elements:

  • Your funnel maths
  • Inbound marketing
  • Content that speaks to buyers
Business owners will be well on the way to revitalising their lead generation activities and providing the right volume and quality of leads to sales. If you would like to read more about this topic please feel free to download this complimentary ebook
Posted by Joe Fell

DealerNet Services

Subject: Refresh your marketing - Build a lead generation engine using your website
(Posted on Aug 6, 2013 at 09:57AM ) Tags:
Why should you refresh your website for the purpose of inbound marketing?

  • Because it's cheaper - a lot cheaper - than other marketing 
      (up to 61% cheaper 
    according to research)

  • Because it can be measured - "What, I can measure real ROI on my 
    marketing? You're kidding!" No we're  not.

  • Because it's where you can influence most of your buyers. 
      We are in the "era of the buyer" where 
    the buyer is searching for information  online, all day every day, if you're not 
    there they won't find you. It's that  simple. Over 85% of B2B buyers start their 
    purchasing journey online through  outlets like social media according to research from 
    Forrester
    .

Additionally, digital marketing is evolving at lightning speed, making it difficult for most of us to keep pace, let alone stay ahead of the curve. And,the result of all these advancements is that most marketers are overwhelmed.

Regardless of the rate of change, one indelible fact stands head and shoulders above the rest, it's incredibly important to recognize that simply having a website is not 
enough
.

In today's world, B2B marketers must adapt their website and turn it into an  
inbound marketing lead generation machine. That may seem a lofty goal. 
So, your website will need to wear many hats. A website needs to perform and 
not just  exist
. Your site needs to attract visitors, educate them and  convince them to buy.


In most cases, the traffic you drive to your website from blogs, social media 
sites, as well as organic and paid searches ends up converting into leads or 
sales. Without your website acting as an online "home base," it would be 
difficult to attract new business. This is why having an effective website is 
so  crucial – and why it's so important that it contains powerful key elements 
to  drive more traffic, leads and sales.


Whether you have some experience in inbound marketing and just want to brush 
up your skills or you know you need to evolve your current marketing, take our  
B2B Marketing Health  Check to find out your starting position. "Auditing" where you are now 
is  the first crucial step in building a plan for moving forward.


1) Getting found by your buyers
Let's face it, it's not going to be much of a website if no one visits. 
Therefore, your first mission is to get found online
covering the very top of your inbound  marketing strategy funnel. Building 
inbound links, discovering the secrets to on page SEO 
and how to create effective meta tags  are all essential ingredients. 



2) Investing in good design and usability
Let's assume you're really gaining traction – getting found online. Your next 
focus is to get that traffic to stay and not stray
Remember, you only have one chance to  make a good first impression.


Make sure your website reflects your brand and positions your company as 
trusworthy and credible. Don't underestimate the power of good design, 
including: navigation, fonts, colours, images and branding consistency.


But don't get caught up on the need to "look pretty", and instead focus on 
the functionality of your site. How easy is it for people to find what the are 
looking for? Equally important, is your message blisteringly clear? 
Really? I mean really! Or are you disguising your ability to genuinely help 
your  buyers under layer upon layer of corporate double speak and product 
gobbledygook  about why you are the best game in town?


3) Building content
With the rise of inbound marketing, content has become front and 
centre
 in the minds of marketers.  It is what search engines and 
potential customers are looking for. It's what  drives visitors to your site and 
turns prospects into leads. There is no  disputing that content is king.


However, while search engines are getting smarter and smarter and buyers are 
becoming more and more selective, it is quality content that 
is  king. When it comes down to it, your buyers' reaction to your content will 
be  the ultimate test. Does your content generate leads? Do you have a content 
marketing plan that fuels your lead generation engine? 


4) Converting at each funnel stage
Now that you've increased traffic to your website, it's time to convert prospects to 
leads
. Don't let visitors leave your  website without providing 
them with valuable information or you'll lose the opportunity to nurture 
them
 until they are ready to buy.


Landing pages are one of 
the most important elements of  effective lead generation. Building powerful 
landing pages allows you to direct  your website visitors to targeted 
information, present them with robust calls-to-action and 
capture leads at a much higher  rate.


5) Measuring results
By measuring your inbound 
marketing
 you get to see what is and is  not working and then you 
can change where you invest your precious marketing  time and dollars. Small 
incremental tuning of your inbound marketing engine  produces significant 
overall improvement in the quality of leads on which your  sales team can 
feed.


If your business is struggling to adapt to new marketing strategies or, you 
simply haven't been able to generate a real impact in your chosen market, it may 
be time to conduct a marketing audit.