Driven Growth: Using Websites & Social Media to Maximize Leads
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We once heard the saying, "Content is fire. Social media is gasoline." This analogy explains the idea that content is the main substance in any digital marketing campaign and social media channels ignite that content and help spread it. But you can¹t just post content and expect it to generate engagement and sales. You need structure and strategies behind what you create and share. Unsure what that means? Download our presentation titled "Inbound Success: Using Websites and Social Media to Maximize Leads" to learn more.
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Driven Growth: Using Websites & Social Media to Maximize Leads
- 1. INBOUND SUCCESS USING WEBSITES & SOCIAL MEDIA TO MAXIMIZE LEADS Copyright Driven Growth 2016 1 And other valuable ideas learned from the trenches that will take your service business to the next level. DrivenGrowth.com @DrivenGrowth
- 2. Copyright Driven Growth 2016 2 DO YOU KNOW…. • Your monthly website visits? • Your number of monthly new contacts/leads you generate? • The number of conversions per month? • The number of sales qualified leads per month? • The number of new customers per month? • The number of new candidates you recruited through your website? DrivenGrowth.com @DrivenGrowth
- 3. Copyright Driven Growth 2016 3 2016+ WEBSITE MUST HAVE…. DrivenGrowth.com @DrivenGrowth
- 4. Copyright Driven Growth 2016 4 REMEMBER THESE WEBSITES? DrivenGrowth.com @DrivenGrowth
- 5. Copyright Driven Growth 2016 5 TODAY YOU NEED CONTENT • People are getting smarter. • Google is getting smarter. • Technology forces transparency. • It’s easy to reach your niche. DrivenGrowth.com @DrivenGrowth
- 6. TODAY YOU MUST HAVE…. Copyright Driven Growth 2016 6 Blog, Content, White Papers, Case Studies Use More Real-Estate Drive Conversions Be Mobile Friendly - Responsive Content Management System (CMS) Analytics CRM Integration Marketing Automation DrivenGrowth.com @DrivenGrowth
- 7. Copyright Driven Growth 2016 7 CONSIDER THESE STATS DrivenGrowth.com @DrivenGrowth
- 8. BLOG, BLOG, BLOG Copyright Driven Growth 2016 8 Companies that blog get website visitors. 55% more DrivenGrowth.com @DrivenGrowth
- 9. Copyright Driven Growth 2016 9 AND MORE STATS Source: (CMI) DrivenGrowth.com @DrivenGrowth
- 10. WHY BLOG? Copyright Driven Growth 2016 10 • Increases overall traffic - SEO • Educates your customers/buyers • Content can be shared via email and social • Leads to conversions and leads DrivenGrowth.com @DrivenGrowth
- 11. USE THE FULL REAL ESTATE Copyright Driven Growth 2016 11DrivenGrowth.com @DrivenGrowth
- 12. DRIVE CONVERSION Copyright Driven Growth 2016 12 Conversions = Leads DrivenGrowth.com @DrivenGrowth
- 13. RESPONSIVE – MOBILE FRIENDLY Copyright Driven Growth 2016 13 Mobile leads to more conversions 50%+ emails are opened on mobile devices DrivenGrowth.com @DrivenGrowth
- 14. USE A CMS Copyright Driven Growth 2016 14 CMS = Content Management System • Easy to update content • Blogging platform • SEO Friendly • Responsive Designs DrivenGrowth.com @DrivenGrowth
- 15. USE ANALYTIC TOOLS Copyright Driven Growth 2016 15DrivenGrowth.com @DrivenGrowth
- 16. WHAT IS INBOUND MARKETING? Copyright Driven Growth 2016 16 Blogging PDF/Video Downloads Social Media SOURCE: insideout.com Tradeshows Print Materials Calendars DrivenGrowth.com @DrivenGrowth
- 17. DEFINE YOUR CUSTOMER Copyright Driven Growth 2016 17 Develop Personas That Represent Your IDEAL Customers DrivenGrowth.com @DrivenGrowth
- 18. HOW TO CREATE PERSONAS Copyright Driven Growth 2016 18 Research your current customers Talk to your sales team Interview your current customers Look at data 1 2 3 4 DrivenGrowth.com @DrivenGrowth
- 19. THE BUYER’S JOURNEY Copyright Driven Growth 2016 19DrivenGrowth.com @DrivenGrowth
- 20. THE INBOUND METHODOLOGY Copyright Driven Growth 2016 20DrivenGrowth.com @DrivenGrowth
- 21. Copyright Driven Growth 2016 21 MAKING THE MOST OUT OF SOCIAL MEDIA DrivenGrowth.com @DrivenGrowth
- 22. WHY BE ON SOCIAL? Copyright Driven Growth 2016 22 • Delight Your Customers • Keep your Brand(s) Top of Mind Hint: Focus on a few social media outlets and be good at those you focus on. DrivenGrowth.com @DrivenGrowth
- 23. GET SOCIAL! Copyright Driven Growth 2016 23 • Create both personal and company profiles • Build your brand – company and personal • Use a Publishing Tool • Dedicate 20- 30 mins per week DrivenGrowth.com @DrivenGrowth
- 24. WEBSITE PAGES Copyright Driven Growth 2016 24 • Use clear headlines • Include Call-To-Actions (CTA) • Use great images • Include simple navigation • Add gated content offers and forms • Include your contact information • Embrace white-space DrivenGrowth.com @DrivenGrowth
- 25. YOU NEED A CRM Copyright Driven Growth 2016 25 Custom Relationship Manager Contact Information Phone Calls Emails Social Media Feeds Sales Deals Stages of a Lead Forecasts Tracks every interaction with current and future customers Like: DrivenGrowth.com @DrivenGrowth
- 26. SUMMARY Copyright Driven Growth 2016 26 1. Know your ideal customers 1. Leverage technology and tools 1. Educate yourself. 1. Analyze – over and over DrivenGrowth.com @DrivenGrowth
- 27. ASK YOURSELF: CAN YOU DO IN-HOUSE? Copyright Driven Growth 2016 27DrivenGrowth.com @DrivenGrowth
- 28. DRIVEN GROWTH PHONE: 1.800.216.6103 EMAIL: HELLO@DRIVENGROWTH.COM WWW.DRIVENGROWTH.COM Copyright Driven Growth 2016 28
Editor's Notes
- We will get into each of these deeper. Blog blog blog! Having a B2B website without a blog is like having a car without an engine. 79% of websites with a blog have seen leads that generate into revenue – ROI.
- 88% of B2B marketers, and 76% of B2C marketers use content marketing. (CMI) 30% of B2B marketers, and 38% of B2C marketers say they’re effective at content marketing. (CMI) Despite this, over 60% of marketers create at least one piece of content each day. (eMarketer)
- Have you guys blogged before? What’s a Blog? Web page with relevant content for your customers, educate them, keep them wanting more. Not to mention it’s critical for Search Engine Optimization – so you get found! #1 driver of new qualified traffic – the more remarkable content you have out there, the more visitors you’ll get to your website. Simple as that.
- When looking at what metrics matter most to content marketers, they rank sales and lead quality as the highest. SEO is much lower on their priority list.
- The more you blog, the more content is on the web to be found by your Buyers. Bring them in. But also reach out to your contacts via email and social promoting this educational content. Always have a CTA that leads to a Landing Page - an offer where someone can convert. Who can blog? Anyone, sales people, chefs, leadership – take time to write, and share it with the world
- It’s simple. Bigger IS Better. Full Screen Designs
- So you’re blogging. Great. But what good is the blog if you don’t have Offers and forms – a way for visitors to self-identify. Track intel. Track their journey and interests.
- Do you know how many visitors that come to your site are using mobile devices? Reps we’ve been working with see over 20% of their website traffic coming from mobile. If not mobile friendly, visitors will bounce. Emails you send will not get opened, read, and if they click on a link to your site and can't view it on their phone, they will move on to the next email.
- If you are starting out, use the tools that are free to you. GA, MailChimp, social platforms analytics, and Leadin. But if you are ready to tie it all together and provide sales the most marketing intel and the most sales ready leads, use a marketing automation tool like HubSpot.
- How many of you have actually written down and mapped out what your ideal customers look like?
- Not sure what your target persona is? Think about the question – if the ideal prospect called right now or walked through the door, who would that person be? You can do research your existing customer base, talk to sales, interview current customers, and even use lead intelligence data to try to put this picture together. Who else in your organization can you talk to to help?
- REMEMBER THIS SLIDE FROM EARLIER? When we buy something, we go through these stages. Think about the last time you bought something. AWARENESS – you recognize pain, symptoms and start asking around and searching the web for high level answers. CONSIDERATION – a buyer is actually considering solutions to their problem. Perlick vs Chill-Rite 32, Alto-Shaam vs Winston, Rep vs Rep. DECISION – they are ready for a demo, a quote, a consultation, etc. ACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them.
- FACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them.
- Drive quality traffic that converts. But you MUST have REMARKABLE content to share.
- Use Publishing Tools HubSpot/ActOn Hootsuite Promote Content From Your Website You’re an industry leader, right? Then lead. Educate.
- Drive quality traffic that converts.
- Show of hands: would it be helpful to know exactly when your dealer, or end-user, is opening your emails and clicking on your documents/links? Would it be helpful to know when that QSR’s food & bev manager is on your site looking at ways to increase the efficiencies of their kitchens? What if you had a way to schedule well thought out emails in a workflow to those leads you get from your factories after NAFEM or NRA? Because what happens today? You call them. You email them. No response and you’re on to the next one.