Cure the Marketing Mismatchand Get More Leads!

Margaret JohnsonVice President

Genoo

VP of Sales & Marketing for Genoo

We offer online marketing tools and marketing automation to small and midsize businesses. www.genoo.com

We work with businesses to supercharge their online marketing and build/augment their marketing teams. www.contentzap.com

About Margaret

@marketingsings@GenooMarketing

Today’s Discussion• What is a mismatch?• Three places where mismatches fester – and ultimately

fail you• How your mismatches could be torpedoing your marketing

efforts• How to diagnose your own organization’s mismatch

challenges• Steps to take today to start curing your mismatches

Let’s jump right in!

What is a mismatch?The fundamental disconnect between the answers you are providing and what your buyers are asking.

VanillaVanillaVanilla

Rainbow SherbetRainbow SherbetRainbow Sherbet

Where mismatches fester – the website

What does your website say…• About your organization?• Services you offer?• Products you sell?• Years in business?• The experience and credentials of your team?• Your opinions about your topic?• Your ideas about how to solve problems?

Where mismatches fester – the website

What does your website say…• About your organization?• Services you offer?• Products you sell?• Years in business?• The experience and credentials of your team?• Your opinions about your topic?• Your ideas about how to solve problems?

SITE

MISMATCH

Where mismatches fester – the website

What does your website say…• About your organization?• Services you offer?• Products you sell?• Years in business?• The experience and credentials of your team?• Your opinions about your topic?• Your ideas about how to solve problems?

SITE

MISMATCH

TORPEDO IMPACT

Website – diagnose it

1. Open your website home page

2. Count the number of times the following are used: A. We, our, and us

B. Your company name

C. You and your

3. If (A + B) > C, you have a mismatch

But that’s enough about me, what do you think about me?

Website – diagnose it

1. Open your website home page

2. Count the number of times the following are used: A. We, our, and us

B. Your company name

C. You and your

3. If (A + B) > C, you have a mismatch

But that’s enough about me, what do you think about me?

Wait! I want you to contact us!!!

Contact Us!!!

Darn it!

Website – cure it

Change the voice• Make it about your audience • Create an emotional connection• Engage • Invite the audience in• Be real

• Sell to your customer’s customer

• Provide options

• De-emphasize the obligatory “About Us”

These people “get”

me…

Where they fester – CTAs

What are your Calls-to-Action…• Contact us?• Request a quote?• Get a free estimate?• Order now?• Buy now?• Call us?

• Subscribe?• Sign up for news?

Where they fester – CTAs

What are your Calls-to-Action…• Contact us?• Request a quote?• Get a free estimate?• Order now?• Buy now?• Call us?

• Subscribe?• Sign up for news?

CTA

MISMATCH

Where they fester – CTAs

What are your Calls-to-Action…• Contact us?• Request a quote?• Get a free estimate?• Order now?• Buy now?• Call us?

• Subscribe?• Sign up for news?

CTA

MISMATCH

TORPEDO IMPACT

CTAs – diagnose it

1. Look at your site analytics1. How many visitors

2. How much time onsite

2. How many real form-fills did you receive during the same time period?

3. How many phone calls from your website?

I’m not ready to buy yet. I don’t want to

be bothered by salespeople.

CTAs – cure it

Create “attractors” that will guide leads in their quest for information and great resources

Gate some content while leaving other content “free”

Link to compelling landing pages and provide a thank you page upon form completion

I need to know these things.

These folks know their stuff!

Here’s my email address.

Where they fester – CTA forms

Let’s talk about those forms!• Amount of info requested• Number of required fields• Trying to do too much

Where they fester – CTA forms

Let’s talk about those forms!• Amount of info requested• Number of required fields• Trying to do too much

Where they fester – CTA forms

Let’s talk about those forms!• Amount of info requested• Number of required fields• Trying to do too muchFORM

MISMATCH

Where they fester – CTA forms

Let’s talk about those forms!• Amount of info requested• Number of required fields• Trying to do too muchFORM

MISMATCH

Where they fester – CTA forms

Let’s talk about those forms!• Amount of info requested• Number of required fields• Trying to do too muchFORM

MISMATCH

TORPEDO IMPACT

Where they fester – emails

What do your emails say…• Here’s our latest news?• Get a discount on our product / service?• Buy our stuff?• SALE SALE SALE• When can we meet?• When can we meet?• When can we meet?

Where they fester – emails

What do your emails say…• Here’s our latest news?• Get a discount on our product / service?• Buy our stuff?• SALE SALE SALE• When can we meet?• When can we meet?• When can we meet?FUNNEL

MISMATCH

Where they fester – emails

What do your emails say…• Here’s our latest news?• Get a discount on our product / service?• Buy our stuff?• SALE SALE SALE• When can we meet?• When can we meet?• When can we meet?CONTENT

MISMATCH

Where they fester – emails

What do your emails say…• Here’s our latest news?• Get a discount on our product / service?• Buy our stuff?• SALE SALE SALE• When can we meet?• When can we meet?• When can we meet?CONTENT

MISMATCH

Where they fester – emails

What do your emails say…• Here’s our latest news?• Get a discount on our product / service?• Buy our stuff?• SALE SALE SALE• When can we meet?• When can we meet?• When can we meet?

TORPEDO IMPACT

CONTENT

MISMATCH

Emails – diagnose it• Open rates - trending downward?• Click-through rate low?• Multi-page views?• What happened after the click?• Are you engaging with your clickers

differently from the non-clickers?

Do your emails cause what you want them to cause?

Read this

Emails – cure it• Be sincere in your efforts and desire to

help your audience• Start with a single engagement

strategy on a single topic• Tie emails to your attractors• Clearly identify what you want people

to do - FOCUS• Don’t include too many options in your

email• Make emails collaborative with the

audience• Don’t go too “salesy” too soon

These people care about my success. Cool!

More, please

Bottom Line

Lots of consultants will take your money to…• Create stellar content for you• Improve your SEO• Make you a force in social media

If you don’t have your mismatches diagnosed and cured, you will not see appreciable gains from these efforts – because you will lose people.

If you aren’t listening to what your audience is telling you – and answering the questions they really have, they won’t stick around for more marketing.

Mismatches no more!

Vanilla

Rainbow Sherbet

Okay!Rainbow Sherbet

Awesome!Let’s talk!

Resources• Past webinars and posts that tie in to this topic:

http://contentzap.com/blog

• Get the latest Scoop! – Email Marketing: List or List-eninghttp://contentzap.com/lpscoop2

• Upcoming events – always free to attendhttp://contentzap.com/events

• Email me with any questions – mj@genoo.com

Please feel free to email your questions to mj@genoo.com.

If you’d like to have a conversation about your digital strategy and how you can create one to deliver the results you need, we’d love to talk with you.

If you’d like a complete marketing platform with comprehensive metrics and capabilities, consider Genoo.

Thank You!

@marketingsings@GenooMarketing