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Turn the Web Into A Sales Channel
- 1. Mary Owusu, MBA Manager, Digital Marketing & Analytics | The PCA Group, Inc. Find me at linkedin.com/in/maryo www.thepcagroup.com
- 2. We’re going to keep this presentation free of W ’ i t k thi t ti f f technical buzzwords. It’s about YOU. www.thepcagroup.com
- 3. The role of Sales and Marketing professionals The role of Sales and Marketing professionals within an organization Top Sales & Middle Sales & Marketing Marketing Activities Activities Customers www.thepcagroup.com
- 4. Examples of “Sales & Marketing Activities” Sales & Top Marketing Activities A i ii •Tradeshows Middle •Direct mailers •Print ads •Email blasts •Cold calling •Cold calling •Referral marketing •TV/radio ads Customers etc. www.thepcagroup.com
- 5. What is at the TOP of the Funnel? Top Middle Custo e s Customers www.thepcagroup.com
- 6. What is in the MIDDLE of the Funnel? Turn suspects and prospects into customers by Top NURTURING Middle & & QUALIFYING Customers www.thepcagroup.com
- 7. What is at the BOTTOM of the Funnel? Keep customers engaged and loyal Top to your products/services; and use to your products/services; and use their referrals to generate more Middle prospects for the middle of the funnel. funnel DON’T FORGET Customers www.thepcagroup.com
- 8. The goal of this presentation is to help Sales & Marketing professionals S l M k i f i l USE THE WEB to make their activities more measurable, more intentional, and more effective effective. www.thepcagroup.com
- 9. Why you should care about the web Why you should care about the web THE WEB www.thepcagroup.com
- 11. What is the #1 reason why most marketing efforts fail? Lack of a Clear Strategy! ! www.thepcagroup.com
- 12. Define Your Strategy 1. What is the challenge/opportunity we are facing? Introducing a new product to the marketplace Reduce dependency one customer www.thepcagroup.com
- 13. Define Your Strategy 2. Is this a Top Funnel, Middle Funnel or Customer Level challenge/opportunity? Circle the answer(s) www.thepcagroup.com
- 14. Define Your Strategy 3. What differentiates our organization from the competition? We are local Our customers say we have the best service and quality and quality www.thepcagroup.com
- 15. Define Your Strategy 4. What differentiates my products / services from the competitors’? Our machinery can cut and bend metals up to ¾ inch thick We design, build AND install custom products We design, build AND install custom products www.thepcagroup.com
- 16. Define Your Strategy 5. What marketing/sales activities can or will we use for this challenge? tradeshows, direct mailers, ad in trade publication, pass business cards, hold seminar, etc.) seminar, etc.) www.thepcagroup.com
- 18. Align each activity with the web www.thepcagroup.com
- 19. Allstate aligned its TV ad with search engine Allstate aligned its TV ad with search engine efforts and ranked #1 for “accident forgiveness” (which gets 4,400 Google searches/mo) (which gets 4 400 Google searches/mo) 3,600 / month www.thepcagroup.com
- 20. And for “good hands” g (which gets 60,500 Google searches/mo) … But look at what happened in 2013… www.thepcagroup.com
- 21. 2013 www.thepcagroup.com
- 22. 2013 www.thepcagroup.com
- 23. Did you know that position #1 is 5x more likely to get clicked on than position #3? www.thepcagroup.com
- 24. f y And the moral of the story is… The success of every sales / marketing activity you do offline, can be made to activity you do offline can be made to be measured online. www.thepcagroup.com
- 25. The web strategy for generating more activity at the TOP of the funnel is Inbound Marketing. Top p INBOUND MARKETING Middle STRATEGY Sales & Marketing Activities ctivities Customers www.thepcagroup.com
- 26. Types of Inbound Marketing SEO: Search Engine Optimization SEO: Search Engine Optimization www.thepcagroup.com
- 27. Types of Inbound Marketing SEO: Search Engine Optimization SEO: Search Engine Optimization Find out what words dominate Google. Do they also dominate your website? Do they also dominate your website? www.thepcagroup.com
- 28. Types of Inbound Marketing PPC: Pay Per Click Advertising Find out what words dominate Google. Do they also dominate your website? Do they also dominate your website? Do PPC to outrank your competitors in a D PPC t t k tit i matter of minutes. Then scale back as your SEO takes off. www.thepcagroup.com
- 29. Types of Inbound Marketing Content Marketing Have you noticed that content H ti d th t t t pages (ex: wikipedia, about.com) sometimes outrank regular business websites? business websites? Develop online how‐to guides / manuals / white papers / blogs. All should be created with the intention of blogs. All should be created with the intention of educating, not selling. But make sure they contain a link to your website.
- 30. Types of Inbound Marketing Mobile Marketing Mobile website bil bi Mobile ads Mobile apps QR codes QR codes www.thepcagroup.com
- 31. Types of Inbound Marketing Social Media Marketing k i Yes it IS measurable! ‐Grab your username ‐Grab your username ‐Do blog (or outsource it) ‐Not all networks are a fit for all companies f ll i www.thepcagroup.com
- 32. Summary Notes If you chose Top Funnel for question 2, take a look at the i k l k h activities you listed for y question 5 and write in the Inbound Marketing tactics that Inbound Marketing tactics that will fit each one the best www.thepcagroup.com
- 33. The web strategy for generating more activity in the MIDDLE of the funnel is Conversion. Top p Middle CONVERSION STRATEGY Sales & Marketing Customers Activities www.thepcagroup.com
- 34. Ways to Convert into Customers Compelling Content Speak their l k h i language, not yours y Emotion beats logic 5x to 1 www.thepcagroup.com
- 35. Ways to Convert into Customers Unique Landing Page Create one for every f campaign p g The search engines now use Bounce Rate as one of the f metrics that determines how high your website will rank Bounce rate = % of people who leave your website in 5‐10 secs www.thepcagroup.com
- 36. Ways to Convert into Customers Elements of a good unique landing page ‐‐ Bold and clear headline or Bold and clear headline or A ‐ Attention image that resonates with the piece that brought them there I ‐ Interest ‐‐ Explain the benefits ‐‐ Prove your credibility: offer Prove your credibility: offer D ‐ Desire advice/tips; provide authoritative content; testimonials. A ‐A i Action ‐‐ Have a clear call‐to‐action www.thepcagroup.com
- 37. Ways to Convert into Customers Example of a good unique landing page www.thepcagroup.com
- 38. Ways to Convert into Customers Use Forms E h •Easy to see on the page •Looks good (has visual impact) •Builds trust (discloses use of p personal information) ) •Short and concise •Has an easy to read captcha Has an easy to read captcha www.thepcagroup.com
- 39. Ways to Convert into Customers Use Downloadables Whi •White paper •Podcast •Etc. www.thepcagroup.com
- 40. Ways to Convert into Customers Custom Phone Number U i h •Use unique phone number b •Use a VoIP phone system so you have the strong data to analyze your abandon y y rates, hang‐ups, wait times, success rates, etc. success rates etc www.thepcagroup.com
- 41. Ways to Convert into Customers Offer “FREE” A i •A give‐away goes a long way •Every company can afford to give g something away (ex: seminar!) (ex: seminar!) www.thepcagroup.com
- 42. Ways to Convert into Customers On the web, people’s eyes On the web, people s eyes move in an “F” formation www.thepcagroup.com
- 44. Summary Notes If you chose Middle Funnel for question 2, take a look at the i k l k h activities you listed for y question 5 and write in the Conversion tactics that will fit Conversion tactics that will fit each one the best www.thepcagroup.com
- 45. The web strategy for generating more activity at the BOTTOM of the funnel is Relationship Management. Top Middle RELATIONSHIP MANAGEMENT MANAGEMENT STRATEGY Sales & Marketing Activities Customerswww.thepcagroup.com
- 46. Types of Relationship Management Email Marketing •Segment customers •Send tailored Send tailored messages (relevant) •Cross‐sell and Up‐sell •Learn from the reports www.thepcagroup.com
- 47. Types of Relationship Management Social Media Marketing k i Builds relationships and gives them and gives them a place to vent their concerns www.thepcagroup.com
- 48. Types of Relationship Management Content Marketing Pulls P ll current customers into your t t i t website and keep them loyal Examples: Online how‐to guides / manuals / white papers / blogs. All should be created with the intention of educating, not selling. But make sure they contain a link to your website. But make sure they contain a link to your website
- 49. Types of Relationship Management Reviews Matter •Use current customers to build positive reviews •Great for •Great for management of your Source: www.internetmarketinginc.com g online reputation www.thepcagroup.com
- 50. Summary Notes If you chose Customer Level for question 2, take a look at f i k l k the activities you listed for y question 5 and write in the Relationship Management Relationship Management tactics that will fit each one the best www.thepcagroup.com
- 52. P M i Pl Put Measures in Place Use Google URL Builder URL Builder So you can apply unique URLs to promotions http://support.google.com/analytics/bin/answer. py?hl=en‐GB&answer=1033867 py?hl=en‐GB& ?hl 1033867
- 53. P M i Pl Put Measures in Place Set up Google Analytics So you can measure traffic on your website on your website www.google.com/analytics l / l ti www.thepcagroup.com
- 54. P M i Pl Put Measures in Place The Key Metrics to track in Google Analytics VISITORS FORMS/CALLS CLOSED DEALS www.thepcagroup.com
- 55. P M i Pl Put Measures in Place Understanding the Key Metrics Understanding the Key Metrics by way of examples… 1. How many visits did I get to my website when we were at the tradeshow? were at the tradeshow? 2. How many people came to a unique campaign page? 3. How many people completed the form? 4. y q p How many called the unique phone number?
- 56. Summary Notes Use Google URL Builder to generate URLs for your Sales and Marketing activities Place Google Analytics on your website for at least 1 month to get a good for at least 1 month to get a good baseline (3 months preferably) Write in the key metrics on the Action Write in the key metrics on the Action Plan Worksheet www.thepcagroup.com
- 58. C i l A l h R l Continuously Analyze the Results Go back to the Key Metrics. How are you doing? VISITORS FORMS/CALLS CLOSED DEALS www.thepcagroup.com
- 59. Summary Notes Remember ‐ Data is critical How are you doing against the baseline? Track it with your Action Plan Worksheet y www.thepcagroup.com
- 60. Sales & Marketing professionals can USE THE WEB to make their activities more measurable, more intentional intentional, and more effective. The Web is a measurable Sales Channel. www.thepcagroup.com
- 61. Follow these 4 Steps www.thepcagroup.com
- 62. Align with these Strategies g g INBOUND MARKETING STRATEGY Top CONVERSION Middle Sales & STRATEGY Marketing Activities RELATIONSHIP RELATIONSHIP MANAGEMENT STRATEGY Customers www.thepcagroup.com
- 63. Use the Action Plan Worksheet www.thepcagroup.com
Editor's Notes
- Intro by SamNo one raises hand – you’re in the right place. Today we’re going to talk about your website’s selling performance. What does that mean? Just that – the ability for your website to “sell” on your behalf – to attract the right kinds of prospects, engage them in conversation that speaks to their pain points, and get them to trust you enough to take action.That’s selling. And your website can do that if you know what you’re doing. You can transform your website from a static brochure to a living breathing sales tool that works for you 24 x 7. That’s what we’re going to be talking about today.TODAY IS ABOUT YOU! You’ll be heads and shoulders above your competition with some of the things we’re going to talk about today. Let’s get started. How many of you watched the SuperBowl this past Sunday? Besides the lights out and the close game, what else do you remember about the SB, as a matter of fact, about all SBs? Commercials. Now this one didn’t air on Sunday, but it’s worth watching…
- Ever been in this situation? Are you the person administering the questions, or the person being buzzed (maybe at your org you’re the acting web person; forced/pushed into the role and trying to make sense of it)SHARE: In my role, I often find myself on the side of the table where the gentleman with the hat is sitting, and my goal throughout my career has been to not get buzzed. Today we’re going to drop all the fancy and ambigious “web” talk (or tech talk) and talk about your business. First, little bit about my background… accent from Ghana > in web business for decade > first did IM in an agency setting (my first job, providing IM services to local businesses of all industries; IM, analytics, the web and their capacities were not as advanced as they are today >then was IM for an international manuf of dental products selling to dentists through dealers (no direct access to the end user) which made tracking our marketing efforts tough (learned hands-on the hardships of sales/marketing in a B2B environment) > then Marketing Manager for StuffedAnimals.com (e-tailer) where the website WAS the only sales channel and gained a lot of insight into how people “think” before they make purchasing decisions> and PCA (agency setting again).No doubt I got a few buzzes earlier my career… but that has changed… what I’ve learned is that the web can make sense, it can work for B2Bs, and it can work hand in hand with the sales/marketing efforts of your organization.Before we get too far ahead on that, let’s make sure we’re on the same page about one thing…(next slide)
- … you are involved in activities that are meant to follow a process like this [diagram]… get suspects to know about your products/services > turn them into prospects (qualified to be good contenders for you prod/serv) > nurture them into customers > which of course means sales/rev.Most of you probably recognize this as the traditional sales funnel – and there are some very seasoned sales professionals in the room today who work this plan daily and can speak to it in very minute detail. And this is not a seminar on how to work your pipeline, but I’m going to spend a couple mins on this diagram because there’s an important foundation that it presents that is important to what we’re going to be talking about today.Sales or not, as marketing & sales professionals our ultimate goal within our organizations is to revenue generation is it not? (and if we can do it by spending less money, even better)… isn’t that so? Everything we do as marketers /sales is to generate revenue and profitability > which of course means either generating more revenue out of existing customers… or more new customers > which means getting more prospects in the funnel > which of course, means getting more suspects into it as well. (explain diff between suspects and prospects). When you look at this funnel, the obvious conclusion is that the more suspects you get in at the top, the more prospects you can generate, and the more customers & sales you can generate as well (animate). Obviously too, the more you can hold on to your existing customers (animate) and keep them spending, the more impact you can make in terms of rev/sales too… right?ASK - Do you have activities that you do within your organization or as a part of your responsibilities that are meant to generate more suspects into the funnel (get your name out there, be visible to potential prospects)? What are they? Throw out examples… (Tom - LIST THEM ON EASEL)... Expecting answers like tradeshows, email blasts, cold calls, client referrals, print ads, direct mailers, etc. ASK – what about sales/marketing activities you use to turn suspects into prospects?ASK – what about sales/marketing activities you use to nurture prospects into customers?ASK – what about sales/marketing activities you use to engage your existing customer base, keep them spending with you?ASK – Does anyone here not have any of these activities within their responsibilities or within their organization? Then I have to stop and ask… (next slide)
- … you are involved in activities that are meant to follow a process like this [diagram]… get suspects to know about your products/services > turn them into prospects (qualified to be good contenders for you prod/serv) > nurture them into customers > which of course means sales/rev.Most of you probably recognize this as the traditional sales funnel – and there are some very seasoned sales professionals in the room today who work this plan daily and can speak to it in very minute detail. And this is not a seminar on how to work your pipeline, but I’m going to spend a couple mins on this diagram because there’s an important foundation that it presents that is important to what we’re going to be talking about today.Sales or not, as marketing & sales professionals our ultimate goal within our organizations is to revenue generation is it not? (and if we can do it by spending less money, even better)… isn’t that so? Everything we do as marketers /sales is to generate revenue and profitability > which of course means either generating more revenue out of existing customers… or more new customers > which means getting more prospects in the funnel > which of course, means getting more suspects into it as well. (explain diff between suspects and prospects). When you look at this funnel, the obvious conclusion is that the more suspects you get in at the top, the more prospects you can generate, and the more customers & sales you can generate as well (animate). Obviously too, the more you can hold on to your existing customers (animate) and keep them spending, the more impact you can make in terms of rev/sales too… right?ASK - Do you have activities that you do within your organization or as a part of your responsibilities that are meant to generate more suspects into the funnel (get your name out there, be visible to potential prospects)? What are they? Throw out examples… (Tom - LIST THEM ON EASEL)... Expecting answers like tradeshows, email blasts, cold calls, client referrals, print ads, direct mailers, etc. ASK – what about sales/marketing activities you use to turn suspects into prospects?ASK – what about sales/marketing activities you use to nurture prospects into customers?ASK – what about sales/marketing activities you use to engage your existing customer base, keep them spending with you?ASK – Does anyone here not have any of these activities within their responsibilities or within their organization? Then I have to stop and ask… (next slide)
- Predictable = set Scalable = Automated =Clear levers you can pull to make things happen = Metrics = Cost optimized = My aim today is to help you understand how you can incorporate the WEB to improve your sales & marketing activities so that they CAN address those pain points or opportunities you just listed (animate) and lead to more suspects and prospects for your funnel. I will show you how the WEB (animate) can help you make your sales/marketing activities more effective at driving in the right types of suspects and prospects. We will also discuss how you can take advantage of the WEB (animate) during the nurturing stage (BUZZZ) the stage where you trying to get prospects to become customers. As well, we will discuss how the WEB (animate) can help you keep your existing customers BUYING and use them as catalysts for NEW prospects.Are we on the same page? Great!
- Predictable = set Scalable = Automated =Clear levers you can pull to make things happen = Metrics = Cost optimized = My aim today is to help you understand how you can incorporate the WEB to improve your sales & marketing activities so that they CAN address those pain points or opportunities you just listed (animate) and lead to more suspects and prospects for your funnel. I will show you how the WEB (animate) can help you make your sales/marketing activities more effective at driving in the right types of suspects and prospects. We will also discuss how you can take advantage of the WEB (animate) during the nurturing stage (BUZZZ) the stage where you trying to get prospects to become customers. As well, we will discuss how the WEB (animate) can help you keep your existing customers BUYING and use them as catalysts for NEW prospects.Are we on the same page? Great!
- ALIGN = match every offline activity with a way that you can measure it online. Let me show you what I mean…
- ASK – Quick, what is the #1 reason why marketing efforts fail? NOOOOO STRATEGY!No strategy= not specifically defining what your end game is and what it means to your department/organization as a wholeLoose strategy (ready fire aim)= not specifically defining and implementing how you’ll measure if its successful= doing whatever the competition is doingTo know where you’re going, you need to know where you came from. We need to put some measures in place so you can compare them before and after. But even before you do that, you have to define what you’re measuring… what you’re trying to improve. So we’re going to start there.
- In other words, in order to achieve this objective, will I need to get more suspects in my funnel? More prospects or nurture my existing customer base? (TOM – am I using words that manufacturers can relate to?)
- This is the message that needs to come across in your Sales & Marketing activitiesTHINK: what differentiates me from the competition… it doesn’t have to be something that the competition isn’t doing, you just have to be the first say it. If you’re the first to say it, it puts it in the minds of your target audience that you’re the only one who does it.Geico - 15 Minutes Could Save You 15% or More on Car InsuranceLowes – never stop improvingTarget - Expect More. Pay Less
- This is the message that needs to come across in your Sales & Marketing activities
- ALIGN = match every offline activity with a way that you can measure it online. Let me show you what I mean…
- Accident forgiveness 4,400 searches per month in GoogleGood hands – 60,500Oct 2011
- Accident forgiveness 4,400 searches per month in GoogleGood hands – 60,500Oct 2011
- Again, from position #1 to 3
- The difference between position #1 and #3 is position #1 is 467% more likely to be clicked on than position #3
- Accident forgiveness 4,400 searches per month in GoogleGood hands – 60,500Oct 2011
- You just have to know how!
- Remember, the top of the funnel is focused on generating awareness and getting your business found by people who either are not aware they have a problem, or that your product category exists OR has a problem and is looking for a solution The BEST WEB STRATEGY TO USE TO GENERATE MORE ACTIVITY AT THE TOP OF THE FUNNEL IS INBOUND MARKETING
- #1 source of consistent, high quality traffic to a website. Period.---------------------> 90% of websites fail to show up within the first 10 results of Google.Top 5 results get 74% of clicks. Top 10 listings get 90% of clicks. 58% of people research online even if they’re buying offline things.This is why companies need SEO. Let’s take a look at what SEO is…
- Why should you care?Because most new visitors will find your website through search engines.Keywords are the words or shortphrases that people enter insearch engines when lookingfor goods and services. Typical keywords might be “budget hotel,” “video games”or “office decorator.” When the text on your site is relevant to a particular searchkeyword, your website can appear in the results to the person doing the searching.(Your site says, “We are the best office decorators in all of Lincoln Park.” When auser searches for “Lincoln Park office decorator,” it’s a match!) Put yourself in apotential customer’s shoes and think about the terms they might use to search foryour products or services. ThinkHow to find keywords:Google SuggestAmazon booksOther online tools but tough to choose which oneLink building:Social media helps but no link juiceArticles about youLink from your blog to yourself
- Play video
- Social media marketing is a great example of thisTAG the links!Pdfs rank high in search engines
- QR codesAds on appsHaving appsMobile version of site vs. responsive designWe’re going to talk about how you take advantage of all these tools – when to use which - to make your sales and marketing activities more effective and measurable. But first… let’s take a 15 minute break-------------BREAK-------------
- Remember, the middle of the funnel is focused on segmenting, nurturing and qualifying the people who have The BEST WEB STRATEGY TO USE TO GENERATE MORE ACTIVITY AT THE MIDDLE OF THE FUNNEL IS CONVERSION
- ASPECTS OF THE CONVERSION STRATEGYSELL YOUR USP!!Content is King – use keywords- Speak their language: we don’t sell three-quarter inch drills you sell three-quarter inch holes. Speak “benefits” – address their pain points 5-1 pain outsells gain. And emotion outweighs logic--------------Inspire trust and show visitors that you are a respectable business —with contact details, business information and testimonials from happy customers.Clearly show the benefits of your products and services.Offer compelling reasons for users to choose you instead of yourcompetitors.Ask visitors directly to do what you want them to do.
- A – bold and clear headline or image that resonates with the piece that brought them thereI – explain the benefitsD - Offer advice or tips.Including a "tip of the day", "Four ways that XXX can help you do YYY", etc.. earns trust.Provide authoritative content.Case studies, news recaps, how to articles will help build trust in your offerings. The ever popular buttons."As seen on TV", "Promoted by Wallstreet Magazine" also get placed here.TestimonialsYep, this is also the section for testimonials.A – bold call to action
- Do an attendee example – use action at every step
- Website conversion formVisual impact – break it up into 2 columns if long; custom submit buttonTrust – not going to share details
- Website conversion formVisual impact – break it up into 2 columns if long; custom submit buttonTrust – not going to share details
- Give something away – white paper is great! Manuals, support documents, videos, tutorials, Give away your best information firstSplit information into series Positions you as leader and expert Builds trust Generates leads – you get their emails!
- Heat maps
- Heat maps
- Remember, the bottom of the funnel is focused keeping existing clients, getting them to buy more through you, and leveraging their potential to be referrals for new business.The BEST WEB STRATEGY TO USE TO GENERATE MORE ACTIVITY AT THE BOTTOM OF THE FUNNEL IS RELATIONSHIP MANAGEMENTLet’s dig into the top funnel and this concept of inbound marketing. What is inbound marketing? Anyone ever heard of it? Someone here is running hubspot on their website (shield)
- Used to be the #1 activity ppl performed online, now #3 to search, sm,
- Social media marketing is a great example of thisTAG the links!Pdfs rank high in search engines
- ALIGN = match every offline activity with a way that you can measure it online. Let me show you what I mean…
- WHY? Because the objective of this seminar is to use turn the web into a sales channel. As I mentioned earlier, we are going to do this using the web to make your sales/marketing activities more effective and more measurable… and the only way we can be track how we’re doing with “using the web” is by analytics (measuring it). One of the best (and FREE) tools that can do this is Google Analytics. Engage: Who has heard of it? Who uses it? Review what it does and how to get for your website.Explain the things that GA will track for you (high level). At a minimum, they should ran it for a month prior to doing any marketing activities for they can get a baseline. Metrics to GA will auto-baseline for you: # of visits, #visitors, geo-location of visitors, most visited pages, devices people are using to visit, where they’re coming from to get to your website (ie: other websites or search or social media)
- Go back to the planning you did and compare the numbers.
- ALIGN = match every offline activity with a way that you can measure it online. Let me show you what I mean…
- Predictable = set Scalable = Automated =Clear levers you can pull to make things happen = Metrics = Cost optimized = My aim today is to help you understand how you can incorporate the WEB to improve your sales & marketing activities so that they CAN address those pain points or opportunities you just listed (animate) and lead to more suspects and prospects for your funnel. I will show you how the WEB (animate) can help you make your sales/marketing activities more effective at driving in the right types of suspects and prospects. We will also discuss how you can take advantage of the WEB (animate) during the nurturing stage (BUZZZ) the stage where you trying to get prospects to become customers. As well, we will discuss how the WEB (animate) can help you keep your existing customers BUYING and use them as catalysts for NEW prospects.Are we on the same page? Great!
- ALIGN = match every offline activity with a way that you can measure it online. Let me show you what I mean…
- Remember, the bottom of the funnel is focused keeping existing clients, getting them to buy more through you, and leveraging their potential to be referrals for new business.The BEST WEB STRATEGY TO USE TO GENERATE MORE ACTIVITY AT THE BOTTOM OF THE FUNNEL IS RELATIONSHIP MANAGEMENTLet’s dig into the top funnel and this concept of inbound marketing. What is inbound marketing? Anyone ever heard of it? Someone here is running hubspot on their website (shield)
- Remember, the bottom of the funnel is focused keeping existing clients, getting them to buy more through you, and leveraging their potential to be referrals for new business.The BEST WEB STRATEGY TO USE TO GENERATE MORE ACTIVITY AT THE BOTTOM OF THE FUNNEL IS RELATIONSHIP MANAGEMENTLet’s dig into the top funnel and this concept of inbound marketing. What is inbound marketing? Anyone ever heard of it? Someone here is running hubspot on their website (shield)