Of all the ways of generating new business leads, we truly believe web marketing is the most cost effective.
The power of digital is to create once, and deploy thousands of times. Bottle your best calls, presentations and sales pitches, and deliver them over and over again, for a low cost of sale.
Automate the lead generation process.
Powered by Search
Marketing Automation is powered by search engines, a continuous stream of people looking for things.
It’s an amazing development to be able to continually put your message in view of these potential new customers, at just the right time. The most powerful new marketing tool, if we use it right.
The process
Creating and scaling profitable campaigns is a process. Start small, test, and build layers of results, here’s the steps we need to take.
Website Marketing Automation Steps
The right web platform
The website platform has a big effect on the overall success. At a stroke, it can double our chances – we’ve seen it happen. Design, navigation and structure all have a part to play.
When everything has a purpose, it makes it easier to plan your project.
We know how to structure websites to make them successful.
Campaign Preparation
We need to understand the proposition, and determine what campaigns will be most likely to succeed. If we don’t know that yet, we shouldn’t start. Time spent here will save a lot of wasted money.
Track the source of leads
All our visitors are interested in something, that’s the way the web works. In working out how profitable each phrase can be, we need to start measuring the right things.
Know which half of your web marketing isn’t working!
It’s a golden rule – The only way to improve results is to know what happened, and how.
Why not do this now? Even if you aren’t ready to start campaigns, historical information is extremely useful for when you are ready. You might be suprised.
We are very happy to help people get this going, it’s just the right thing to do.
Discovery
Unlike normal marketing, we have an unlimited audience on which to test our approach, and, generate enquiries in the process.
Adwords is better than a fantastic market research tool – it is a superb sales tool.
A controlled exercise testing search engine traffic with landing pages will give us something to build on. We discover the profitable words and phrases.
Improve the targeting
Since late last year, Search Engies provide very granular control, even if most companies don’t take advantage of it!
It allows us to eliminate waste, and there is an awful lot of that around.We generate more profitable results by turning things off.
Drilling down, and not up into campaigns means we can get more market share of the traffic that works. Improve performance by focussing on what works already, and do it better.
Paying attention to the detail is how to drive success
The difference in the cost per lead for closely related phrases is where we find the margins.
Improve the proposition
What were people looking for exactly, can we make our offer better?
We can;
- Look to deepen the offer, and service a wider range of organisations
- Offer more price points, be relevant to more of the audience
- Help people understand their buying decision, demonstrate the value with insight
- Answer more objections by thinking of reasons why people might not buy
- Think about how style affects the perception of our company
Very often, results will come simply by telling more stories about what you do.
Automated Lead Generation
The rate at which search terms and landing pages produce sales conversations turns out to be very consistent. Campaigns that work, tend to keep on working.
Test and Repeat
That consistency helps us build on success, be more efficient with existing campaigns, and run discovery campaigns to uncover more angles. There are an amazing amount of angles to be found.
This process goes on – we haven’t met companies who want to stop once it’s profitable.
Nurture the Leads
When people start getting more leads, it is harder to manage them. We won’t generate proposals immediately, we need to follow up.
Sales people will say;
- ‘We don’t have an offer for these people’
- (or..) ‘I spoke to someone who wasn’t ready yet’
Time spent by salespeople too early in the buying process is probably not a good idea, for all sorts of reasons, they’re expensive, and can be impatient.
Lead nurturing describes the process of keeping in touch with people, usually by email, with valuable information to help inform their future decisions. It is building your influence, with a content marketing strategy.
We see technology in our future.
Extend the lifetime value
Your customer base will hold the key, increasing the lifetime value of the relationship will be the most profitable thing you can do.
Success Factors
Deciding what to do, and when
The experience of running campaigns stands us in good stead. A wide range of projects helps you put things into context. It is always worth fixing the leak in the bucket before putting more water in.
Don’t go too quickly
When discovering profitable campaigns, you can’t do everything at once.
It would be like starting to dig two water wells at once, and dying of thirst half way down.
It’s a people thing
A lot of people need to work together for this to take off. If you don’t have them, then we can lend them to you.
Product Marketing, Graphic Design, Web Developers, Analysts, Digital Administrators, Digital Salespeople.
What to do next
Wherever you may be in the process, we can probably add value. Why not talk to us? It could turn out to be extremely profitable for us both.
