1. Cure the Marketing Mismatch
and Get More Leads!
Margaret Johnson
Vice President
Genoo

2. VP of Sales & Marketing for Genoo
We offer online marketing tools and
marketing automation to small and
midsize businesses. www.genoo.com
We work with businesses to
supercharge their online marketing
and build/augment their marketing
teams. www.contentzap.com
About Margaret
@marketingsings
@GenooMarketing

3. Today’s Discussion
• What is a mismatch?
• Three places where mismatches fester – and ultimately
fail you
• How your mismatches could be torpedoing your
marketing efforts
• How to diagnose your own organization’s mismatch
challenges
• Steps to take today to start curing your mismatches
Let’s jump right in!

4. What is a mismatch?
The fundamental disconnect
between the answers you are
providing and what your
buyers are asking.
Vanilla
Vanilla
Vanilla
Rainbow Sherbet
Rainbow Sherbet
Rainbow Sherbet

5. Where mismatches fester – the website
What does your website say…
• About your organization?
• Services you offer?
• Products you sell?
• Years in business?
• The experience and credentials of your team?
• Your opinions about your topic?
• Your ideas about how to solve problems?

6. Where mismatches fester – the website
What does your website say…
• About your organization?
• Services you offer?
• Products you sell?
• Years in business?
• The experience and credentials of your team?
• Your opinions about your topic?
• Your ideas about how to solve problems?

7. Where mismatches fester – the website
What does your website say…
• About your organization?
• Services you offer?
• Products you sell?
• Years in business?
• The experience and credentials of your team?
• Your opinions about your topic?
• Your ideas about how to solve problems?

8. Website – diagnose it
1. Open your website home page
2. Count the number of times the following are used:
A. We, our, and us
B. Your company name
C. You and your
3. If (A + B) > C, you have
a mismatch
But that’s enough
about me, what do
you think about me?

9. Website – diagnose it
1. Open your website home page
2. Count the number of times the following are used:
A. We, our, and us
B. Your company name
C. You and your
3. If (A + B) > C, you have
a mismatch
But that’s enough
about me, what do
you think about me?
Wait! I want you
to contact us!!!
Contact Us!!!
Darn it!

10. Website – cure it
Change the voice
• Make it about your audience
• Create an emotional connection
• Engage
• Invite the audience in
• Be real
• Sell to your customer’s customer
• Provide options
• De-emphasize the obligatory “About Us”
These
people “get”
me…

11. Where they fester – CTAs
What are your Calls-to-Action…
• Contact us?
• Request a quote?
• Get a free estimate?
• Order now?
• Buy now?
• Call us?
• Subscribe?
• Sign up for news?

12. Where they fester – CTAs
What are your Calls-to-Action…
• Contact us?
• Request a quote?
• Get a free estimate?
• Order now?
• Buy now?
• Call us?
• Subscribe?
• Sign up for news?

13. Where they fester – CTAs
What are your Calls-to-Action…
• Contact us?
• Request a quote?
• Get a free estimate?
• Order now?
• Buy now?
• Call us?
• Subscribe?
• Sign up for news?

14. CTAs – diagnose it
1. Look at your site analytics
1. How many visitors
2. How much time onsite
2. How many real form-fills did you receive during the
same time period?
3. How many phone calls from your website?
I’m not ready to buy
yet. I don’t want to
be bothered by
salespeople.

15. CTAs – cure it
Create “attractors” that will guide
leads in their quest for information
and great resources
Gate some content while leaving
other content “free”
Link to compelling landing pages
and provide a thank you page upon
form completion
I need to know
these things.
These folks know
their stuff!
Here’s
my email
address.

16. Where they fester – CTA forms
Let’s talk about those forms!
• Amount of info requested
• Number of required fields
• Trying to do too much

17. Where they fester – CTA forms
Let’s talk about those forms!
• Amount of info requested
• Number of required fields
• Trying to do too much

18. Where they fester – CTA forms
Let’s talk about those forms!
• Amount of info requested
• Number of required fields
• Trying to do too much

19. Where they fester – CTA forms
Let’s talk about those forms!
• Amount of info requested
• Number of required fields
• Trying to do too much

20. Where they fester – CTA forms
Let’s talk about those forms!
• Amount of info requested
• Number of required fields
• Trying to do too much

21. Where they fester – emails
What do your emails say…
• Here’s our latest news?
• Get a discount on our product / service?
• Buy our stuff?
• SALE SALE SALE
• When can we meet?
• When can we meet?
• When can we meet?

22. Where they fester – emails
What do your emails say…
• Here’s our latest news?
• Get a discount on our product / service?
• Buy our stuff?
• SALE SALE SALE
• When can we meet?
• When can we meet?
• When can we meet?

23. Where they fester – emails
What do your emails say…
• Here’s our latest news?
• Get a discount on our product / service?
• Buy our stuff?
• SALE SALE SALE
• When can we meet?
• When can we meet?
• When can we meet?

24. Where they fester – emails
What do your emails say…
• Here’s our latest news?
• Get a discount on our product / service?
• Buy our stuff?
• SALE SALE SALE
• When can we meet?
• When can we meet?
• When can we meet?

25. Where they fester – emails
What do your emails say…
• Here’s our latest news?
• Get a discount on our product / service?
• Buy our stuff?
• SALE SALE SALE
• When can we meet?
• When can we meet?
• When can we meet?

26. Emails – diagnose it
• Open rates - trending downward?
• Click-through rate low?
• Multi-page views?
• What happened after the click?
• Are you engaging with your clickers
differently from the non-clickers?
Do your emails cause what you
want them to cause?
Read this

27. Emails – cure it
• Be sincere in your efforts and desire to
help your audience
• Start with a single engagement strategy
on a single topic
• Tie emails to your attractors
• Clearly identify what you want people
to do - FOCUS
• Don’t include too many options in your
email
• Make emails collaborative with the
audience
• Don’t go too “salesy” too soon
These people
care about my
success. Cool!
More,
please

28. Bottom Line
Lots of consultants will take your money to…
• Create stellar content for you
• Improve your SEO
• Make you a force in social media
If you don’t have your mismatches diagnosed and cured, you will
not see appreciable gains from these efforts – because you will
lose people.
If you aren’t listening to what your audience is telling
you – and answering the questions they really have,
they won’t stick around for more marketing.

29. Mismatches no more!
Vanilla
Rainbow Sherbet
Okay!
Rainbow
Sherbet
Awesome!
Let’s talk!

30. Resources
• Past webinars and posts that tie in to this topic:
http://contentzap.com/blog
• Get the latest Scoop! – Email Marketing: List or List-ening
http://contentzap.com/lpscoop2
• Upcoming events – always free to attend
http://contentzap.com/events
• Email me with any questions – mj@genoo.com

31. Please feel free to email your questions to
mj@genoo.com.
If you’d like to have a conversation about your
digital strategy and how you can create one
to deliver the results you need, we’d love to
talk with you.
If you’d like a complete marketing platform
with comprehensive metrics and capabilities,
consider Genoo.
Thank You!
@marketingsings
@GenooMarketing