Marketing for Manufacturers: A High Level Guide To Driving Leads
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Starting with developing a marketing strategy and personas we dive into the process of driving leads and sales. Topics such as SEO, PPC, E-Mail and Content are touched on with quick tips to help improve results.
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Marketing for Manufacturers: A High Level Guide To Driving Leads
- 1. Andy Halko @andyhalko Insivia @insivia DRIVING LEADS AND SALES WITH SMART MARKETING
- 5. OPTIMIZING e! THE FUNNEL w ! CAN HAVE ` ! HUGE ` ! IMPACT `!
- 6. THIS IS YOUR LEAD FUNNEL ON BAD MARKETING
- 7. BUSINESSES WITH A WRITTEN DESCRIPTION OF THEIR FUTURE 30% 25% 50% GREATER COMPANY SIZE MORE OWNER COMPENSATION FASTER GROWTH
- 9. Create Goals First! And how you will measure them.!
- 10. KNOW YOUR AUDIENCE Go deep and don’t guess.!
- 11. TARGET, TARGET, TARGET. It’s not “Marketing”, It’s “Micro Targeting”.!
- 12. LOTS OF OPTIONS LIMITED BUDGETS SEO CONTENT PPC E-‐MAIL SOCIAL TRADITIONAL MOBILE
- 13. CONTENT VALUABLE UNIQUE RELEVANT SEARCH INBOUND LINKS SOCIAL SHARES PHRASE FOCUSED SOCIAL POSTS SHARES VIRAL E-MAIL CONTENT SEGMENTS AUTOMATION CONTENT SEGMENTS PROFILES PPC LANDING PAGES SALES FOLLOW UPS TRADITIONAL TRADE SHOW DIRECT MAIL WORKSHOPS
- 14. BRAND AWARENESS NEW CUSTOMER ATTRACTION CLIENT EXPANSION + REFERRALS NEW PRODUCT LAUNCH PPC + ADVERTISING PUBLIC RELATIONS SPONSORSHIP SOCIAL MEDIA PPC + SEO ADVERTISING SOCIAL MEDIA TRADITIONAL E-MAIL MARKETING RETARGETING AUTOMATION SOCIAL MEDIA PPC + ADVERTISING MICROSITES SOCIAL MEDIA AUTOMATION
- 15. The best place to hide a dead body is page 2 of search results
- 18. PAY-PER-CLICK WORKS WHY CAN PPC WORK SO WELL HIGHLY TARGETABLE DETAILED TRACKING BUDGETED TESTABLE INSTANT EXTERNAL INSIGHT $ 1,000 Initial Investment $ 1.00 CPC = 1,000 Clicks 10% Lead Conversion = 100 Leads $ 1,200 Average Sale $ 9,600 in Sales Optimize, Increase Budget, Win 8% Close Conversion = 8 Sales $ 8,600 Return On Investment
- 21. SUBJECT LINE Tell, don’t sell. IMPROVING EMAIL OPEN RATE 40% OF B2B MARKETERS RATED THE LEADS GENERATED BY EMAIL MARKETING AS HIGH QUALITY. SENDER Familiarity. HISTORY Don’t burn bridges.
- 22. Limit the Actions Use Images Relevant, Engaging + Valuable Segment & Target Information Include Social Sharing Test & Measure CLICK- THROUGH RATES AVERAGE IS 1% – 4% E-MAILS THAT INCLUDE SOCIAL SHARING BUTTONS HAVE 158% HIGHER CLICK-THROUGH RATES.
- 23. Buy – Beg – Bug à Earn! Shouting your message ! out, and hoping your ! customers hear it.! Creating something that ! draws the customer to you.! The shift from outbound to inbound!
- 24. VALUE IS KING Help me solve a problem! ! Teach me something new! ! Tell me a story! ! Show me something I’ve never seen before! ! Make me laugh, or cry, or cheer!
- 25. PERSONA FOCUSED VALUE If it doesn’t fit their need, ! it is a huge hole in your funnel.!
- 27. NURTURE LEADS! 50% of leads are qualified but are not ready to buy.! 95% Of prospects visiting your website are there to research.! Today’s prospects are ! unlikely to buy until the last! 1/3 the purchasing process.
- 28. Automation! Stay top of mind while nurturing down the funnel!
- 29. CONVERTING SUSPECTS & LEADS Tac>cal Experien>al
- 31. WE ARE IN CONTROL OF RESULTS
- 32. CLOSING SALES
- 33. BUILD A SYSTEM
- 34. GET A COPY OF THESE SLIDES insivia.com/wirenet DRIVING LEADS AND SALES WITH SMART MARKETING