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Why Marketing Sucks™: Generating Targeted Leads and Sales

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Why Marketing Sucks™: Generating Targeted Leads and Sales

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The sales cycle of many businesses got more complicated due to COVID-19. And that’s perfect for inbound marketing. Many have spent money on traditional sales & marketing efforts with an unknown ROI. Digital marketing in today’s world requires using innovative, evidence-based strategies your competitors aren’t.

These digital marketing strategies help B2B clients in manufacturing, tech and professional services fill their sales funnel with qualified, excited leads that are ready to talk.

Short term results have included: 2 additional qualified leads per day, 200 page views per day (both trending upward). Click-through-rates at 5+% (nearly double industry average) and the client currently owns a 14% impression share, meaning they show up in 14% of all searches nationwide for their category, which is more than Amazon.com and second only to Uline for total impression share in this category.

Long term results have included: 398% growth in organic google search traffic, a $300K sales contract directly from inbound marketing, 1,290% growth in organic google search traffic, 136% growth in email leads from content, 12% growth in sales conversions (not just leads)

The sales cycle of many businesses got more complicated due to COVID-19. And that’s perfect for inbound marketing. Many have spent money on traditional sales & marketing efforts with an unknown ROI. Digital marketing in today’s world requires using innovative, evidence-based strategies your competitors aren’t.

These digital marketing strategies help B2B clients in manufacturing, tech and professional services fill their sales funnel with qualified, excited leads that are ready to talk.

Short term results have included: 2 additional qualified leads per day, 200 page views per day (both trending upward). Click-through-rates at 5+% (nearly double industry average) and the client currently owns a 14% impression share, meaning they show up in 14% of all searches nationwide for their category, which is more than Amazon.com and second only to Uline for total impression share in this category.

Long term results have included: 398% growth in organic google search traffic, a $300K sales contract directly from inbound marketing, 1,290% growth in organic google search traffic, 136% growth in email leads from content, 12% growth in sales conversions (not just leads)

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Why Marketing Sucks™: Generating Targeted Leads and Sales

  1. 1. How to Use Digital to Generate Targeted Leads & Sales miles@whystuffsucks.comWhyStuffSucks.com 920-538-5833
  2. 2. But
  3. 3. The very best ideas come from a place of — but they alleviate those conditions.
  4. 4. My 2008 Story...
  5. 5. 99 Cents Left?
  6. 6. in new revenue directly from content article in new revenue directly from digital ads Client securedClient secured
  7. 7. Is Your Marketing Prehistoric?
  8. 8. Effects of COVID-19: Won’t Our Website Sell Them? Shift to Phone and/or Video Chat Tradeshows, conferences, networking events, job fairs, sales meetings, travel, etc. on hold Modify Approach Due to COVID? Prospects (or Even Customers) May Not Be Ready for Sales Calls
  9. 9. COVID-19 Spending more time on computer Watching more on streaming services Spending longer on WhatsApp, Facebook Messenger Listening to more streaming services Spending longer on social media
  10. 10. Won’t We Go Back to Normal? 03 More Will Retain This Preference 01 02 04 New Normal Will Be Forever Changed More Prospects Getting Used to Online Research First Digital Will Continue to Amplify Qualified Lead Generation & Nurturing, Warming Them Up for Sales
  11. 11. Be In It for
  12. 12. Employed in
  13. 13. is Reality? @hotmail.com
  14. 14. What about
  15. 15. Hiring Ads:
  16. 16. Passive vs Passive candidates make up 70% of the global workforce, you are limiting your search for talent. - LinkedIn - 70% Passive candidates 30% Active candidates Open roles
  17. 17. How Do We Balance
  18. 18. If We Pull This Off, We’ll Eat Like Kings
  19. 19. Growth in Qualified Leads in new revenue directly from digital ads Client secured
  20. 20. Sales Leads:
  21. 21. Cold Sales Emails: Mailshake
  22. 22. Longform Content + + Email Automation
  23. 23. Where is the to hide a body?
  24. 24. The of Google.
  25. 25. Top 3 Google Seach Results Get 75.1% of Clicks
  26. 26. Moving Up One Position Increases CTR by 30%
  27. 27. What Does Longform Content Look Like?
  28. 28. Content marketing than traditional marketing & - DemandMetric -
  29. 29. more leads are generated by using - Point Visible -
  30. 30. Growth in organic Google search traffic contract secured by the client directly from content marketing Growth in organic Google search traffic Growth in email leads from content
  31. 31. 01 02 Are There Downsides? Do We Throw Out Paid Ads?
  32. 32. 0 2 4 6 8 10 12 14 16 Year 1 Year 2 Year 3 Year 4 Revenue Time
  33. 33. Don’t Be Guy
  34. 34. 6 Typical Steps: Create a Plan & Content Calendar Optimize Existing Website and/or Landing Pages Document Business Goals/Priorities & Allocate Budget Accordingly Identify & Select Writers Audit & Repurpose Existing Content Edit, Publish, & Promote
  35. 35. Our Process... KW Research Write, Edit & Publish Structured Content Influencer Email Outreach for Backlinks Email Opt-ins & Automation Nurturing Tracking Direct Sales, Lead Scoring & Handoff to Sales
  36. 36. Keyword Research & Strategic Topic Selection
  37. 37. Influencer Email Outreach
  38. 38. Email Opt-ins &
  39. 39. 49% of consumers said that they would promotional emails on a weekly basis. - Statista -
  40. 40. Effective email marketing has an for every dollar spent. - DMA -
  41. 41. The future is always scarier than the present, but the future always becomes the present,
  42. 42. for Pandemic 03 Digital Marketing/ Technology Focus 01 02 04 Grit Hustle Seed for Why Stuff Sucks™
  43. 43. Moved to
  44. 44. Things Happen
  45. 45. Much Too Young to
  46. 46. .com

Editor's Notes

  • I want you to take a moment and think back to a time in your life when things sucked. Maybe it was marketing. Maybe it was something else. Maybe it was someone. How did you feel? What were you experiencing?
  • I'm going to talk about my personal journey before jumping into the topics of marketing and technology...
  • Ever felt this way? I know I have...

  • Over a decade ago, a great number of people have "Their 2008 Story" due to the massive impact of the financial collapse. And now some people will have their 2020 Pandemic Story.

    Just finished MBA while working full time and all 3 children born
    Found myself unemployed
    Working odd jobs to provide financially and emotionally
    Depressed and struggling
    More mental than physical surroundings
    Landlord paid part of our mortgage
    Harder to receive than give

  • Offered a job in Tulsa and turned it down, wrestled with this, parents didn't understand
    Then connected to company in Green Bay
    Offered and accepted the job
    Moved to Green Bay, Cowboys and Viking fans. You can guess how that went over. Like a lead balloon!
    Why do I tell you this story?
    There is hope...you will make it through.
  • You've made us laugh and cry...so what does that have to do with marketing?
  • companies fail because they are using the same methodologies (every day on the calendar) and/or are employing prehistoric strategies (speak to the speed in which companies need to adapt to a highly dynamic and ever-changing marketplace) to gain exposure to their product

    The current industry is using prehistoric thinking (i.e. no longer relevant nor effective) and as we know, things did not workout so well for the dinosaurs. (possible one-liner...the last time I went to the zoo, I do not recall visiting the "Adaptive Dinosaur" Exhibit) In the word association game, after the word dinosaur, most people think "extinct" (not "adaptive") and this is where organizations will be if they do not adapt.

    The additional points we discussed for this slide, of many, is that the industry is running the same game plan every day. Essentially, it is predictable and it does not standout in the noisiest times since 2008. (i.e. we are getting more marketing solicitations than ever, so effective and precise marketing is the most critical it has been - for companies and their employees - in over a decade)

    Significant point "for now": Right now is the new 2008 and those who have the best plans will have the powerful success stories to tell for years to come. (here is how we not only survived, but thrived)

    Hence, without having to say the words, it is the setup for how Miles is going to take you on a journey out of the old and navigate you into the new!
  • Most leaders tend to want it now, not plan it out. You can't tase your boss. Or maybe you are the boss. Tase yourself. Stop yourself.
  • Early in my career, I had some AMAZING jobs!
    I'm convinced that car dealerships are there to wear us out. Just give me the damn car.
    Used car story: Billy Hogue (unconventional thinking)
  • Terminix story here about interview and job offer
  • Maybe you've heard of it. Maybe you use it. Maybe you love or hate it.
  • Consider running ads
    Don’t underestimate the power of word of mouth

    https://www.nytimes.com/2019/06/07/business/economy/age-discrimination-jobs-hiring.html


    https://www.facebook.com/pg/GreatLakesVeneer/jobs/?ref=page_internal
  • https://business.linkedin.com/content/dam/business/talent-solutions/global/en_us/c/pdfs/Ultimate-List-of-Hiring-Stats-v02.04.pdf
  • Explain the difference between short term and long-term digital strategies... Either here to set up this section or individually at the start of short term here and later at the start of long term.
  • Everyone wants to land the FANG companies (Facebook, Amazon, Netflix, and Google) as their client, but organizations need to stay in their lane and wisely spend their financial resources on what will keep them strong in the short, mid, and long term!
  • There may be a stronger Slide 23...I continue to think about that.

    I believe it has to be something relatable - leading into the Google example - where people will leaf through something, but eventually stop looking, because they either find what they want, get distracted, bored, or continue to find the options less desirable.
  • Much more complex than just placing the right words on a page (that’s called a “hope and a prayer”)
    Walk them through the process for kw research, tie back to the exercise
    Then Content curation and publishing
    Influencer outreach to jumpstart quality links
    Email opt-ins and automation of content-focused email series based on funnel segmentation
    Sales team reviewing lead scoring and engaging (manual email and/or phone call) with those who have higher scores.
  • companies fail because they are using the same methodologies (every day on the calendar) and/or are employing prehistoric strategies (speak to the speed in which companies need to adapt to a highly dynamic and ever-changing marketplace) to gain exposure to their product
  • Yet we far too often do part of a strategy/plan and hope the rest goes ok...
  • Remember my 2008 story? It prepared me for the pandemic.

    I wouldn't want to go back and go through that situation again, but I wouldn't trade it for anything in the world.
  • Humble Beginnings
    Remember that job I took in Green Bay, Mark's a keynote speaker
    Why I'm standing on the stage in front of you
  • There will be times in your life where you wil say to youself, just like Garth Brooks did, I'm much too young to feel this damn old. I guarantee it!

    But this isn't about 2008 or 2020, it's about 2021 and beyond! It's about how you are going to position yourself and your company coming out of this.
  • I realized that there is a lot in business life that sucks: technology, marketing, and even our career paths- you name it. It sucks!

    But here’s the secret- IT DOESN’T HAVE TO SUCK!

    Come on, enjoy the journey with me and accept...no, embrace...Why Stuff Sucks. It is our opportunity to allow our experiences to shape, not cripple us.

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