This is your common sales funnel. If you’re lucky enough to win your prospecting clients. Marketing is often said to be many things, technical, creative, expensive – and of course necessary. Key is to do it well, and make multiple times over what you have to spend. Afterall, profits keep the lights on.
Integration of the companies Sales CRM, call center (call tracking), Google Ads, Bing, Facebook Ads, and Google Analytics is a good start. (hope you have something better than SmartSheets keeping leads, sales and contact records.) Maintaining all of your Website UTM Tags in Google Tag Manager is powerful, easy to maintain, fast and secure – and so much more. By leveraging these tools you’ve started to get smarter at marketing and will instantly benefit by seeing clearly where to allocate ad spend to make the most potential sales revenue.
When offering any services, the “customer journey” usually follows like this:
Initial interest interaction takes place (search, social, radio, tv, etc…) via a website form or phone call, a meeting is scheduled, a proposal is made during the free consultation stage and an agreement is hopefully made after all concerns have been answered on both sides who mutually benefit. At each interaction time and money is spent toward the final Sale.
Marketing lead generation is generally direct response, meaning the problem (emotional/financial pain) and solution (qualified expert service) message follows concisely across every media channel.
How you create interest and start a relationship with potential clients can range a broad spectrum. My biggest winner and market disruption happening today is Facebook. Word of Mouth Marketing and Social Media Advertising, Search Ads, Traditional Print Media to name a few. It’s important to keep expanding all channels with a strategy for Content and Curation. This requires strategic time, creative time and money.
First, think about 3 channels you can invest your time in. One primary channel often takes the majority of your time over the others because there will be a larger reach in one space. My go-to channels are:
You gain an easy traffic boost from cross-network content sharing and all the traffic/SEO link benefits from these high ranking authority domains.
When running any paid advertising it’s important to ensure you can make a return in revenue. In my next post, I’ll talk about how you can increase $$$ revenue in any digital campaigns by using simple attribution tagging every platform comes with and more key success measurements including:
Offline Conversion Data (Custom Conversion)
Campaign Funnels Tracking and Customer Journey Targeting (Think Budget allocation)
In todays competitive market, the speed of evolving technologies continues to rise rapidly. This has provided many cheap, or even free resources/tools for you to solve real world business problems in record timing.
You now longer need expensive Vendors or months of dedicated downtime to make major infrastructure improvements that empower your employees, clients and business to move with less friction towards their desired goal.
At minimum every business should use the first 3 communication channels listed and with todays choices they’re all available for relatively cheap and easy to setup (basic IT skills needed).
Website (includes Live Chat)
Today, a client approached me wanting to program automatic and personalized email messages to pending sales whom we’re unable to reach via phone.
An email funnel requires copy, design, approvals and other background infrastructure setup, which in the day to day, could mean a 3-4 weeks turn around time. However, the best channel to reach a person with urgency us hands down SMS texts.
In less than 1 hour, I had a working local contact number of the organizations city headquarters assigned for $1 a month and pennies per message paid as used. The key to deployment with unprecedented speed is to use simple integrated platforms that are plug and play.
This recipe included:
The possible applications are almost endless spanning from IVR routing, Callback Surveying, and two-way SMS to name a few.
Tonight I launched two dozen new ads using the Landing Page Views and Lead Generation (Lead Form) objectives.
There are so many possible combinations for ad creatives that I am crafting for various projects in the Financial Services to Yoga industry.
Based on lowest cost per interest, the Lead Form ad type has been the most successful in bringing the most volume of valuable Conversions. However, the Landing Page Views and CPC are comparable performers. Lead Form ad specs are the quickest point of conversion with it’s native platform user experience – next I’d try another presentation for warming up the lead using Instant Experiences – presenting more video and image informative content.