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. 1. Andy  Halko   @andyhalko   Insivia   @insivia   DRIVING LEADS AND SALES WITH SMART MARKETING
  2. 2. THINK SMART. ACT BOLD.
  3. 3. OUR GOAL IS REVENUE
  4. 4. THE SCIENCE OF MARKETING
  5. 5. OPTIMIZING e! THE FUNNEL w ! CAN HAVE ` ! HUGE ` ! IMPACT `!
  6. 6. THIS IS YOUR LEAD FUNNEL ON BAD MARKETING
  7. 7. BUSINESSES WITH A WRITTEN DESCRIPTION OF THEIR FUTURE 30% 25% 50% GREATER COMPANY SIZE MORE OWNER COMPENSATION FASTER GROWTH
  8. 8. REVENUE MAPPING
  9. 9. Create Goals First! And how you will measure them.!
  10. 10. KNOW YOUR AUDIENCE Go deep and don’t guess.!
  11. 11. TARGET, TARGET, TARGET. It’s not “Marketing”, It’s “Micro Targeting”.!
  12. 12. LOTS OF OPTIONS LIMITED BUDGETS SEO   CONTENT   PPC   E-­‐MAIL   SOCIAL   TRADITIONAL   MOBILE  
  13. 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. 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. 15. The best place to hide a dead body is page 2 of search results
  16. 16. Know What Matters  
  17. 17. 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
  18. 18. QUALITY BEATS CASH
  19. 19. QUALITY SAVES CASH
  20. 20. 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.
  21. 21. 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.
  22. 22. 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!
  23. 23. 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!
  24. 24. PERSONA FOCUSED VALUE If it doesn’t fit their need, ! it is a huge hole in your funnel.!
  25. 25. 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.
  26. 26. Automation! Stay top of mind while nurturing down the funnel!
  27. 27. CONVERTING SUSPECTS & LEADS Tac>cal   Experien>al  
  28. 28. WE ARE IN CONTROL OF RESULTS
  29. 29. CLOSING SALES
  30. 30. BUILD A SYSTEM
  31. 31. GET A COPY OF THESE SLIDES insivia.com/wirenet DRIVING LEADS AND SALES WITH SMART MARKETING

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