Defining and Executing a Cost Effective Marketing Strategy

Transcription

1 WHERE ARE THE LEADS? Defining and Executing a Cost Effective Marketing Strategy Shane Stiles

2 Do you have enough leads?

3 Are you staying in front of the leads you do have?

4 Is your business visible?

5 Customers didn t just disappear. How you connect with them changed.

6 You need to reach customers where they are, the way they want to be reached.

7 It starts with a plan and becomes a process.

8 What are your company s top marketing challenges? 65% Source: HubSpot 43% 26% 25% Generating traffic and leads Proving the ROI of our marketing activities Managing our website Identifying the right technologies for our needs

9 Define Marketing Process Modify/ Repeat Measure Execute Plan DEFINE: Set your objectives PLAN: Create marketing plan EXECUTE: Make it happen MEASURE: Track progress MODIFY/REPEAT: Stick to it

10 DEFINE Set your objectives WHAT service are you promoting? WHO are you targeting? What does your target client look like? WHY will customers provide their contact info? HOW do you differ from your competition? HOW does your service add value? WHAT does success look like? Set goals.

11 PLAN Create the plan WHAT can you offer of value in exchange for a lead s contact information? WHERE will you reach these leads? HOW will you promote to them? HOW much is your budget? WHEN will you execute the campaign? WHY will it work? DOCUMENT YOUR PLAN.

12 EXECUTE Make it happen BUILD webpages, landing pages, web forms DESIGN e-books, ads, social media images WRITE blogs, webinar/video/audio content, secured content, e-books, marketing copy PROMOTE social, advertising, blasts, sharing posts, media appearances, postal mail GO LIVE!

13 MEASURE Track progress ACTION are you getting leads, followers, subscribers, trials, and inquiries? TRACKING PROGRESS review reports and not just gut based decisions. How are your blog posts, pages performing? Where is traffic coming from? What pages/services are trending?

14 MODIFY/REPEAT Stick to it MODIFY if it s not working, what needs to change? A little or a lot? KEEP OR ABANDON stick with the campaign, service, other or abandon it? REPEAT run through the cycle again. STICK WITH IT stay true to the process. STAY FOCUSED. Modify/ Repeat Measure Define Execute Plan

15 EXECUTE Making it happen!

16 Where to start?

17 Your website is STILL the core hub in all your marketing.

18 One blog post W E B S I T E S O C I A L M E D I A S E A R C H E N G I N E S E M A I L N E W S L E T T E R S B L O G P O S T O T H E R W E B S I T E S M O B I L E A P P S / T E X T A L E R S L A N D I N G P A G E A D V E R T I S I N G

19 CONTENT MARKETING Inbound leads Source: HubSpot

20 Why I content marketing Immediate Showcases knowledge Personal Improves SEO Can be shared Positions me as an expert Creates visibility

21 The TRUTH about content marketing Takes time to build May take a few tries Takes time to create content Contrary to belief it s NOT free Hard to be heard in a noisy, crowded world Requires dedication

22 Source: HubSpot

23 Attract with content. Convert with value offering. Free trial (newsletter, education, platform) Tools (P/L calc, worksheets) White-papers/e-Books Webinars Video/Audio

24 VISIBILITY Getting noticed.

25 Getting seen your VISIBILITY strategy Advertising/Re-targeting Affiliate Content Marketing Blogs, marketing, social media Publicity/Publishing Contributing content Local marketing Networking Referrals Social media Trade shows Video/Audio Guest appearances

26 It s a big world how will you participate?

27 How many farmers are on LinkedIn? 341,000+ members in the Industry of Agriculture > Farming 58,000+ members in the Industry of Agriculture > Fishery 67,000+ members in the Industry of Agriculture > Dairy 64,000+ members in the Industry of Agriculture > Ranching Source: LinkedIn (USA only)

28 Farmer social media usage TOTAL USING Average Age 35 and under Facebook 40% 56% Twitter 14% 28% LinkedIn 17% 19% Instagram 5% 19% Pinterest 7% 5%

29 What are the tools?

30 marketing, CRM, automation, reporting oh my!

31 Marketing tools are only as effective as you make and use them.

32 CRMs and Marketing Automation CRM provides valuable insight for customer and lead data. Marketing automation keeps the sales process moving, and ongoing marketing to leads that fall out of the active sales cycle. Salesforce, HubSpot, InfusionSoft, Sugar CRM, ACT, Microsoft Dynamics Hubspot, Pardot, InfusionSoft, Marketo, Active Campaign some marketing tools

33 Marketing automation process Successful marketing automation requires you to define your clients and services, as well as a marketing + sales process.

34 Ongoing marketing The importance of drip campaigns and ongoing marketing. At one FCM, 25% of accounts were opened 6-24 months from when the lead was first acquired For every $92 spent acquiring customers, only $1 is spent converting them. (Econsultancy, 2016)

35 Between 25 and 60% of CRM projects fail to meet expectations, according to studies conducted over the past decade. --Baseline blog 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store its lead and customer data. --HubSpot

36 Keys to Success Planning Process Budget Time Willingness to change and adapt Commitment

37 We build, market, manage and implement solutions the financial industry relies on. MARKETING DEVELOPMENT SOLUTIONS Shane Stiles, President MARKETING CHECKLIST FREE DOWNLOAD Get our online marketing checklist and a copy of this presentation at: