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Marketing for Manufacturers: A High Level Guide To Driving Leads
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Andy Halko @andyhalko Insivia @insivia DRIVING LEADS AND SALES WITH SMART MARKETING
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Starting with developing a marketing strategy and personas we dive into the process of driving leads and sales. Topics such as SEO, PPC, E-Mail and Content are touched on with quick tips to help improve results.
Transcript of Marketing for Manufacturers: A High Level Guide To Driving Leads
Andy Halko @andyhalko
Insivia @insivia
DRIVING LEADS AND SALES WITH SMART MARKETING
THINK SMART. ACT BOLD.
OUR GOAL IS
REVENUE
THE SCIENCE OF MARKETING
OPTIMIZING e!THE FUNNEL w !
CAN HAVE ` !
HUGE ` !IMPACT `!
THIS IS YOUR LEAD FUNNEL ON BAD MARKETING
BUSINESSES WITH A WRITTEN DESCRIPTION OF THEIR FUTURE
30%
25%
50%
GREATER COMPANY SIZE
MORE OWNER COMPENSATION
FASTER GROWTH
REVENUE MAPPING
Create Goals First!And how you will measure them.!
KNOW YOUR AUDIENCE Go deep and don’t guess.!
TARGET, TARGET, TARGET. It’s not “Marketing”, It’s “Micro Targeting”.!
LOTS OF OPTIONS LIMITED BUDGETS SEO CONTENT
PPC
E-‐MAIL
SOCIAL
TRADITIONAL
MOBILE
CONTENT VALUABLE UNIQUE
RELEVANT
SEARCH INBOUND LINKS SOCIAL SHARES
PHRASE FOCUSED
SOCIAL POSTS
SHARES VIRAL
E-MAIL CONTENT SEGMENTS
AUTOMATION CONTENT SEGMENTS PROFILES
PPC LANDING
PAGES
SALES FOLLOW UPS
TRADITIONAL TRADE SHOW DIRECT MAIL WORKSHOPS
BRAND AWARENESS
NEW CUSTOMER ATTRACTION
CLIENT EXPANSION + REFERRALS
NEW PRODUCT LAUNCH
PPC + ADVERTISING PUBLIC RELATIONS SPONSORSHIP SOCIAL MEDIA
PPC + SEO ADVERTISING SOCIAL MEDIA TRADITIONAL
E-MAIL MARKETING RETARGETING AUTOMATION SOCIAL MEDIA
PPC + ADVERTISING MICROSITES SOCIAL MEDIA AUTOMATION
The best place to hide a dead body is page 2
of search results
Know What Matters
PAY-PER-CLICK
WORKS
WHY CAN PPC WORK SO WELL HIGHLY TARGETABLE
DETAILED TRACKING
BUDGETED
TESTABLE
INSTANT
EXTERNAL INSIGHT
$ 1,000 Initial Investment
$ 1.00 CPC = 1,000 Clicks
10% Lead Conversion = 100 Leads
$ 1,200 Average Sale
$ 9,600 in Sales
Optimize, Increase Budget, Win
8% Close Conversion = 8 Sales
$ 8,600 Return On Investment
QUALITY BEATS CASH
QUALITY SAVES CASH
SUBJECT LINE Tell, don’t sell.
IMPROVING EMAIL OPEN RATE
40% OF B2B MARKETERS RATED THE LEADS GENERATED BY EMAIL
MARKETING AS HIGH QUALITY.
SENDER Familiarity.
HISTORY Don’t burn bridges.
Limit the Actions
Use Images
Relevant, Engaging + Valuable
Segment & Target Information
Include Social Sharing
Test & Measure
CLICK- THROUGH RATES AVERAGE IS 1% – 4%
E-MAILS THAT INCLUDE SOCIAL SHARING BUTTONS HAVE
158% HIGHER CLICK-THROUGH RATES.
Buy – Beg – Bug à Earn!
Shouting your message !out, and hoping your !customers hear it.!
Creating something that !draws the customer to you.!
The shift from outbound to inbound!
VALUE IS KING Help me solve a problem!
!Teach me something new!
!Tell me a story !
!Show me something I’ve never seen before!
!Make me laugh, or cry, or cheer!
PERSONA FOCUSED VALUE If it doesn’t fit their need, !
it is a huge hole in your funnel.!
NURTURE LEADS!50% of leads are qualified but are not ready to buy.!
95% Of prospects visiting your
website are there to research.!
Today’s prospects are !unlikely to buy until the last!
1/3
the purchasing process.
Automation!Stay top of mind while nurturing down the funnel!
CONVERTING SUSPECTS & LEADS
Tac>cal Experien>al
WE ARE IN CONTROL OF RESULTS
CLOSING SALES
BUILD A SYSTEM
GET A COPY OF THESE SLIDES insivia.com/wirenet
DRIVING LEADS AND SALES WITH SMART MARKETING
