What the Right Tools, A Realistic Budget and a Focused Marketing Strategy Can Do To Help Your Recycling Message Get Heard

Transcription

1 What the Right Tools, A Realistic Budget and a Focused Marketing Strategy Can Do To Help Your Recycling Message Get Heard Presented by Lisa Cassidy December 19, 2017

2 In 2016, Orwak North America s online presence was pretty stark. No web site. No social media pages. No blog. No results in google search.

3 They went from no online presence Orwak North America In 2016 No US web site or domain name - Orwak.us had been hijacked Limited or incorrect contact information - addresses, phone #s and even physical addresses were often wrong. Google had them listed as 3 different companies at one point. Limited US content 80-90% bounce rate for US visitors on Orwak.com - According to Orwak.com Google Analytics Report No social media presence for US on any social media sites Inadequate Internet Search Results even when company name was typed in search. Page 1 search results for cardboard balers was dominated by competitors - Orwak did not show up for 15+ pages deep in search results No designated marketing budget and/or marketing resources No marketing platform/tools or CRM for managing prospect & customer activity No marketing pipeline

4 to 10,265 Visitors to Orwakbalers.com Orwak North America 2017 Stats 43,911 Page Views 80% New Sessions 36.81% bounce rate (considered excellent) $1,363,416 in Marketing Pipeline (from leads not added by sales) 43% Lead to Customer Conversion Rate Stats are for activity between Jan 1, 2017 and Nov 30, 2017

5 Today, Orwak North America Is Everywhere Google Adwords Industry Publications ebay Blog Post ranking higher than a competitor s paid ad!! Google Search 30+ page web site optimized for SEO and mobile, featuring multiple landing pages, 20 blog posts, 2 interactive calculators, x online forms, x videos and more. Search Results Social Media Business Pages Twitter Linked In Google+ Facebook YouTube

6 How were they able to achieve this? By creating relevant content where customers look for content.

7 Tips for Engaging Your Audience

8 Tell a Story Blogs Videos

9 Be Specific Whenever Possible Industry-Specific Product-Specific Share Pricing Info

10 Offer Interactive Tools

11 Optimize Your Web Site for Mobile Devices

12 Integrate forms and live chat on your web site Hubspot form: Logs contact in Hubspot, Notifies Mark, Lisa and Sales Rep Depending on State Footer has contact info on every page of the web site Hubspot form: Logs contact in Hubspot, Notifies Mark, Lisa and Gerard Direct phone/ Orwak NA Social media pages Live Chat or on every page; unlimited users

13 Blog Post ranking higher than Paid Ad!! Web pages optimized for SEO Leverage Free company listings and publish blog posts to get found in Search 200 views in past 28 days Social Media Pages Free Business Listing

14 Blog Content is the Main Source Feeding Organic Search

15 Google+ Create Business Pages on Multiple Social Media Sites Linked In LinkedIn Twitter Facebook Google+ YouTube Facebook YouTube Twitter

16 Social Media Feeds Organic Search Over 500 interactions and over 270 clicks on social media to date

17 Utilize Paid Search To Get Page 1 Results for competitive key words i.e. cardboard baler Google Adwords based on cardboard baler keyword Free listing based on Orwak and Baler in Search Posted by ebay to sell it. Orwak NA pays small listing fee until sold.

18 High Performing s in 2017 Very niche focus Hotels in Hawaii sent from known rep Ron with picture and contact info Included blog post to educate them on successes of other Hawaiian hotels Invited prospect to an upcoming local event Customize Campaigns by Vertical, Geography, Area of Interest

19 How To Get Started

20 The Importance of Setting Wildly Important Goals

21 Setting goals makes it clear to the organization what the priority is. It is essential to only have 1-2 wildly important goals that roll up to the goals of the organization. According to Steven Covey, WIGs, Wildly Important Goals, allow you and your team to focus the team s time and energy on the company s top priorities. Why WIGs Matter Getting your team involved in creating the WIGs not only leverages the knowledge of your team, but provides a greater sense of ownership and involvement by the team to achieve the goal. Every WIG at every level must contain a clearly measurable result, as well as the date by which that result must be achieved. Once they ve done it, both they and the teams they lead have gained tremendous clarity. From The 4 Disciplines of Execution: by Chris McChesney, Sean Covey, and Jim Huling. Copyright 2012 by FranklinCovey Co. Excerpted with permission of Free Press, a division of Simon & Schuster, Inc.

22 In 2016, Orwak s primary goal was to Get Found so they could build a pipeline of high quality leads totaling $1.3M in potential revenue.

23 GET FOUND How Orwak Measured Their WIGs Measured by the number of new leads added to Hubspot through online forms and calls to the toll-free numbers CREATE A LEAD PIPELINE THAT TOTALED $1.3M IN POTENTINAL REVENUE Measured by assigning values to leads by area of interest and monitoring the number of marketing leads that turned into deals

24 How To Create Relevant Content

25 Providing Value Each time you create content, the question you should ask yourself is, Will this content help my audience make a better decision. If you can say yes, you are on the right track. People want information that helps them solve a problem. Content that provides value is serving a greater purpose.

26 Inbound Marketing is about Creating Meaningful Content for Each Stage of the Buyer s Journey

27 Some Content is More Appropriate for Certain Phases of the Buyer s Journey

28 Create content for various sources then evaluate what works best The Importance of Customizing Content by Channel, Vertical, Personas or Stages Organic Content - Educational content/blogs/posts Paid Search Google Adwords Referrals 3 rd party lead sources like WasteExpo, Direct Industry, ebay Campaigns - based on areas of interest, place in buyer s journey and to customers who need reminders Social Media LinkedIn, Twitter, Facebook, Google+, etc Sub-segment whenever possible Vertical-Specific Content content targeted to specific industries Personas Content created for a specific audiences CEOs versus Facility Managers Buyer s Journey Early Stage (Awareness), Middle Stage Stage (Consideration), Late Stage (Close), Post Sale (Delight)

29 The Right Tool For Connecting With Your Audience

30 Once the content is created, it is important that your audience can find it, so they can find you.

31 How Inbound Works

32 2017 Gartner s Magic Quadrant for CRM Lead Management The Right Tool for the Job Depends on What You Need There are several options available to small and medium sized businesses.

33 Marketing tools no longer have to be fragmented and disjointed. The Right Tool for The Job Today marketing platforms are easy to work with and provide a great deal of insight about how your programs are doing in real-time. If your organization s goal revolves around providing meaningful content that educates your audience through each phase of their journey, Hubspot is a great choice.

34 Hubspot incorporates all the key tools a marketer needs into one platform. Social Media About the Hubspot Platform Landing Pages Calls to Action Forms Web Site Traffic Lead Source Tracking Adwords Management Lead Scoring Sales Notifications Real-time Reporting Hubspot also incorporates suggestions as to how to improve your content for better results

35 Hubspot Offers a Free CRM For Sales Management Hubspot also includes a FREE CRM for managing deals. The Hubspot CRM is broken down into 3 groups: Contacts, Companies and Deals and they are all interconnected. Hubspot Platform Timelines in Contacts, Company and Deal records provide invaluable information about activity and progress ( correspondence, web site views, forms completed, movement through sales stages) for managing sales team and creating complete transparency across entire team messages and notes are integrated into Hubspot contacts, companies and deals Is probably the most valuable aspects of the Hubspot CRM to managers beyond sales and forecasting reports. For $100 per month, the CRM includes real-time YTD Sales reports, forecasts and lead tracking reports

36 Form Information Contacts Interactions with Orwak Web Site, Forms and Sales Team View of Contact Record Lead Source Information Information Used in Marketing Pipeline Reports Outlook Integration with Hubspot Automated Messages and Updates

37 View of a Company Record Integrated with Deals and Contact info Notes between team; sent by and tracked in timeline

38 View of a Deal Record Deals Provide Fulfillment and Invoicing Information Notes between team; sent by and tracked in timeline Integrated with Company, Contact and more These fields are entered manually, but can be done automatically with Shopify

39 Hubspot Source Reports For Visits to OrwakBalers.com Between Jan 1, 2017 and Nov 30, 2017

40 Real-Time Sales & Marketing Reports Marketing Pipeline Summary = Target $1.3M

41 Top 3 Best Sources for New Customers are Organic Search, Direct Traffic and Referrals. Customer Conversion Reports Ironically, Organic Search success is mostly from content searches from within Google, so it could be that prospects are seeing both the paid ad and the organic content, but selecting the organic content more often thereby skewing conversion rates for Paid Search. Offline sources is mostly made up of sales added contacts (from their prospecting or from inbound calls to Orwak Toll-Free # s), lead lists and a few others like PureChat.

42 The Importance of a Healthy Budget to Achieve Goals

43 Marketing is an investment. Importance of a Realistic Budget When developing a healthy budget for online marketing, the three biggest expenses are: Manpower Tools Online Advertising Each area provides value. If you short change any one area, the others will suffer. In order to achieve your WIGs, you will need to be committed to creating a realistic marketing budget.

44 Manpower Marketing not only requires manpower, it requires expertise. Expertise in managing tools, creating content, executing campaigns and analyzing results. Do not underestimate the value of industry knowledge and independent workers when developing content. Small to mid-size companies can expect to pay a consultant or agency $4000 to $6000 per month depending on 1) the expertise required and 2) the goals you have set.

45 When it comes to content marketing, there is a temptation is to buy only what you need. Yet, eventually you are paying more than necessary in either the tools or the cost to manage the tools. Tools The Hubspot Marketing Platform has a starter, basic, professional and enterprise platform for $50, $200, $800 and $2400 per month. All include the free CRM. To achieve the goals outlined in this presentation, a Professional level subscription at $800/month is recommended and the add-on reporting feature for $100 per month. Note: Subscription costs are heavily influenced by number of contacts which are shared between the marketing and sales platforms. This is why the professional level is recommended.

46 Advertising, such as Google Adwords require a minimum investment to work. Once quality scores have been achieved and ads are consistently showing up, a daily budget based on your keywords needs to be established. Online Advertising Expenses The average cost for a small business who wants to be on page 1 every day for specific key words is going to spend about $1000/month. With Google Adwords, you only pay for clicks. Some keywords are cheaper than others, but result in lower quality leads. It is important to look at what is being clicked on and whether those clicks are creating valuable leads. A common approach is to start with a wider net, then slowly trim the number of keywords down. From there, you will want to invest more in only your best performing key words.

47 In Summary

48 In Summary Build a web site optimized for search and mobile devices. Utilize a tool that is flexible enough to modify the site without a designer or a programmer, but sophisticated enough to integrate forms, embedded code, tracking code and so on. Create Social Media Business Pages that are relevant to your business/your audience Create blogs to tell a story, educate or bring attention to a subject Advertise through Google Adwords to increase visibility on page 1 search results particularly if your competition is already there Post consistent company contact info everywhere - addresses, tollfree numbers, web site address, etc, on all company correspondence Update Internet Search Directories - Google, Yahoo, Yelp, Bing and many more Add live chat to your web site for real-time Q&A with visitors Send based on areas of interest, place in buyer s journey and to customers who need reminders

49 In Summary Use a tool like Hubspot to promote and distribute your content, drives inbound leads and track sales and marketing activity in real-time Set a realistic budget based on your goals, the people and tools needed to achieve those goals and anticipated advertising expenses

50 Thank You! Questions?

51 Contact Information Lisa Romano Cassidy Senior Strategist & Founder ecoimagine Thank You!

52 About Your Presenter