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The Latest Buzz in Lead Generation

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This presentation will give Water Quality Dealers an edge in their lead generation strategy by providing concrete information about the top water filtration prospects and the best marketing channels to reach them

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The Latest Buzz in Lead Generation

  1. 1. The Latest Buzz in Lead Generation Presented by Dale “DataDale” Filhaber WQA Conference 2017
  2. 2. Dataman Group Direct 800.771.3282 www.datamangroup.com 2 Lead Generation is not an event. It is a well thought out, multi- faceted plan that takes into consideration your goals, your budget, your resources and your brand.
  3. 3. There is No Getting Around It  Water Dealers have to market Dataman Group Direct 800.771.3282 www.datamangroup.com 3
  4. 4. Dataman Group Direct 800.771.3282 www.datamangroup.com 4 How we market in 2017 is different than how we did it in 2016
  5. 5. New Opportunities in 2017  Expanded Media Channels  Creating Your Own On-Line Lead Generation  New focus on print  Direct Mail is Back  Customized Marketing on Facebook/Instagram  Blending for Branding & Impact  Changes in Google  Heavier Emphasis on Mobile Dataman Group Direct 800.771.3282 www.datamangroup.com 5
  6. 6. The Basics  Audience – Your List  Message  Offer  Timing  Marketing Channel Dataman Group Direct 800.771.3282 www.datamangroup.com 6
  7. 7. Who Buys Water Systems? Dataman Group Direct 800.771.3282 www.datamangroup.com 7
  8. 8. What We Know from the WQA Consumer Opinion Study Dataman Group Direct 800.771.3282 www.datamangroup.com 8
  9. 9. New Homeowners According to the 2017 Study  59% bought or leased a water filtration unit in the first year in their home – 70% of them bought Dataman Group Direct 800.771.3282 www.datamangroup.com 9
  10. 10. Families with Children 2017 WQA Study: 65% of Households with children had increased concern about water quality Dataman Group Direct 800.771.3282 www.datamangroup.com 10
  11. 11. Families with Children 2017 WQA Study: The profile of the Buyer of Water Filtration Products: Families, age 25-44, typically with Children Dataman Group Direct 800.771.3282 www.datamangroup.com 11
  12. 12. Parents of New Babies  52% of buyers were concerned about contaminants in their water.  In 2015, 32% of water filtration units were purchased by families with children Dataman Group Direct 800.771.3282 www.datamangroup.com 12
  13. 13. Healthy Lifestyle  A healthy and quality lifestyle are the top priorities in purchasing water products/systems  64% said healthy lifestyle - overall well being was the reason they purchased a system Dataman Group Direct 800.771.3282 www.datamangroup.com 13
  14. 14. Luxury vs Necessity? Dataman Group Direct 800.771.3282 www.datamangroup.com 14 2017 WQA Study: 58% of Consumers felt a Water Filtration System is a Luxury …..But cost isn’t everything
  15. 15. Golden Homeowners 2017 Survey:  61% of Homeowners purchased a water softener to eliminate rust  52% said rust was causing them personal embarrassment Dataman Group Direct 800.771.3282 www.datamangroup.com 15
  16. 16. Ailment Sufferers  64% of responders bought a system to improve the quality of their lives  Example: Psoriasis Suffers must have soft water to enjoy their lives Dataman Group Direct 800.771.3282 www.datamangroup.com 16
  17. 17. How do you reach them? Dataman Group Direct 800.771.3282 www.datamangroup.com 17
  18. 18. Drive People to your Website  Generate your own on-line leads Dataman Group Direct 800.771.3282 www.datamangroup.com 18
  19. 19. Create a Destination Website  Assume the mantle of expert  Become your neighborhood “go-to” about water issues  Develop your own virtual community of customers  Content-content-content  Timely blogs & posts  Great photos  Working social media icons  Loading Speed Dataman Group Direct 800.771.3282 www.datamangroup.com 19
  20. 20. New Twists for 2017  Direct Mail  Customized Marketing on Facebook/Instagram  Blended Marketing  Keywords to Key Phrases  Emphasis on Mobile Dataman Group Direct 800.771.3282 www.datamangroup.com 20
  21. 21. Direct Mail  The only medium guaranteed to get inside the home  Everyone has a Mail Moment in their day  Direct mail has staying power Dataman Group Direct 800.771.3282 www.datamangroup.com 21
  22. 22. Stand Out from the Crowd  Experiential mail  Visual QR Codes  Cool Shapes  Different Sizes  Hydrochromatic Ink  Personalization Dataman Group Direct 800.771.3282 www.datamangroup.com 22
  23. 23. Marketing on Facebook  New & novel Facebook Ad programs up your response rate when you combine this strategy with other marketing channels Dataman Group Direct 800.771.3282 www.datamangroup.com 23
  24. 24. Facebook Options  More than 1.8MM people access their Facebook accounts each month  Facebook’s DIY site lets you decide what kind of ad you want to run, create it, pick an audience and establish a budget. Learn More  https://www.facebook.com/ business/products/ads Dataman Group Direct 800.771.3282 www.datamangroup.com 24
  25. 25. Customized Private Audiences Dataman Group Direct 800.771.3282 www.datamangroup.com 25 Consider combining a New Homeowner mailing with a Facebook Campaign or Blending Facebook marketing with a direct mailing to Homeowners with Children Branding impact & response rates increase exponentially when a consumer sees the same message in multiple channels
  26. 26. Blending Marketing Channels Increase Branding Impact  2017 WQA Study:  Nearly half (44%) of responders said they consider a brand-name product important Dataman Group Direct 800.771.3282 www.datamangroup.com 26
  27. 27. Mix & Match Marketing Channels  Use video print in your direct mail to direct readers to your website.  Print your QR code on literature at home show to direct visitors to your website  E-blasts to current customers to drive them to your website so they can order supplies on- line.  Blogs / Press Releases with link to website  Digital offers land directly on Lead Generation form Dataman Group Direct 800.771.3282 www.datamangroup.com 27
  28. 28. Upgraded Google Analytics Dataman Group Direct 800.771.3282 www.datamangroup.com 28
  29. 29.  Where do your visitors come from?  What device are they using?  How long are they staying on your site?  What page are they landing on / leaving on?  Are you staying on budget? Dataman Group Direct 800.771.3282 www.datamangroup.com 29 Learn to Read Your Reports
  30. 30. Are You Optimized for Mobile? Dataman Group Direct 800.771.3282 www.datamangroup.com 30
  31. 31. Resource Page Test your site speed:  https://tools.pingdom.com/  https://developers.google.com/speed/pagespeed/ Mobile Friendly Test  https://search.google.com/search- console/mobile- friendly?utm_source=psi&utm_medium=link&ut m_campaign=psi-ux-banner&hl=en-US Dataman Group Direct 800.771.3282 www.datamangroup.com 31
  32. 32. Resource Page Get Your QR Code  http://www.qr-code- generator.com/ Dataman Group Direct 800.771.3282 www.datamangroup.com 32
  33. 33. Lead Generation for Water Quality Dealers Dataman Group Direct 800.771.3282 www.datamangroup.com 33 On Sale at the WQA Book Store
  34. 34. Providing lead generation data to water quality dealers for over 30 years Dataman Group Direct 800.771.3282 www.datamangroup.com 34 800.771.3282 www.waterprospects.com Presented by Dale “DataDale” Filhaber dale@datamangroup.com

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