Tag: Market economics)

Internet Marketing

Six killer marketing metrics that really matter: Segmentation and engagement

The life of a digital marketer is rarely straightforward. Whilst other communicators may perhaps argue it’s easier for their digital peers to evidence ROI, those within the world of email marketing, for instance, may be quick to defend their position. Because yes, they have a wealth of metrics at their fingertips, but it can be difficult to know where to start. Death by data anyone?
Focusing only on open and click rates?
In his book How to Win Friends and Influence People, Dale Carnegie said: “You can make more friends in two months by becoming interested in people, than you can in two years by trying to get other people interested in you.” And this quote tells marketers a lot too.
Rather than focusing on what is arguably a vanity metric like

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How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.
Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and sales tend to think of their websites as ‘showcase’ pages at the early stage of selling and they focus on other channels such as email and events as key channels during the later stages. The real disconnect highlighted by the study is that customers still value company websites as a critical touchpoint throughout the buying journey — all the way to closed or won.
They key takeaway? Don’t underestimate

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Opinion: Building a marketing organisation that drives growth today

From the rise of online shopping channels to ad campaigns created for an audience of one, consumer marketing has changed more in the past ten years than it did in the previous 30. Despite that level of change and disruption, if you had put a few typical marketers from the 1980s into a time machine and sent them into the marketing departments of today, they would probably feel right at home. There might be a new IT department and a few other changes, but the job titles, structures, approach to performance management—even the vocabulary—would be remarkably familiar.
That’s not a good thing. The truth is, while the proliferation of new channels and technologies has dramatically changed the environment in which marketers operate, the way they organise and approach their tasks

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Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter’s 0%. And digital was one of the top areas to see a boost in investment.
Of course, this is great news for the advertising industry. But, with increasingly big budgets being pumped into digital advertising, brands need to understand the impact it’s having on their business. Otherwise, how can they justify asking for even bigger budgets for future activity?
Out with the old and in with the new
For a long time, impressions and click through rates have been used as an indication of campaign success. But times

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Walk before you can run: Start small and smart to get data-driven marketing right

A recent study found just two percent of companies are classified as best in class when it comes to data-driven marketing, and another discovered only a third (32%) have a clear view of the customer lifetime value. Clearly, the rising number of consumer touchpoints are not only bringing with them huge scope to improve reach and engagement, but also overwhelming amounts of fragmented data that are proving hard for marketers to decipher.
Effectively analysing data to understand the customer is essential to delivering impactful experiences, as 65% of marketers worldwide agreed. But when this means spending significant time and resources to gain a clear view of all this data and what it actually means, many are lagging behind in creating actionable and effective insights.
But does this have to

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Internet Marketing

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like mass marketing messages that weren’t created with them in mind (France 47%; UK 42%; Germany 40%; US 36%).
Despite the fact that shoppers say the vast majority of personalisation messages they receive often miss the mark, however, an impressive number were still prompted to check out an offer or make a purchase. In fact, around one-third of messages received by US (37%) and French (32%) consumers had stimulated them to act, while around one-quarter of messages received by German (27%)

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The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”
During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”
Bradlow’s statement is rooted in his research. From my perspective, it is also proven from experience. It is a stark reminder that brand equity, the commercial value that is derived from consumer or customer perception of the brand experience (rather than the product itself), is both dynamic and fluid. Regardless of industry, size or standing, building and maintaining a brand still remains

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7 Ways Authentic Reviews Grow Brand Trust and ROI

The modern digital economy certainly does not operate in a vacuum. You cannot simply release a product out in the wild and keep your fingers crossed that the sales will come pouring in.
Despite what the movie cliché may have taught you, even if you build it, they may not come.
What’s more, you are not in full control over the communication surrounding your company. Your customers have a voice, a voice that’s arguably louder and more powerful than your own, and they aren’t afraid to use it. You just have to learn how to leverage that dynamic to your favor.
Customer reviews are not something to be feared. Quite the contrary! They’re something to be embraced because authentic reviews from real users can boost brand awareness, develop brand trust, and

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Internet Marketing

The show must go on: Why contextual targeting is being called back to the stage

Brand safety scandal? The phrase alone is enough to send shivers down any marketer’s spine. After all, what could be worse than pumping big budgets into a perfectly planned campaign that inadvertently results in a brand appearing next to a terrorist video – or worse.
It’s no surprise that brand safety dominated conversations at Cannes – especially when new research by Ebiquity has revealed that a scary two thirds (65%) of Britain’s top 100 advertisers were exposed to potentially brand unsafe environments in the first quarter of this year alone.
Shifting mindsets – from where to how
Brands are understandably rattled – and many will be considering where to direct their spend to reach the right audiences while maintaining peace of mind. But rather than focusing on where to target

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10x Your Product Launch Effectiveness With These 5 Proven Viral Marketing Techniques

Ready to launch a new product? You’ve already done the hard work, now all you have to do is put it out there, right?
Well, not exactly.
The truth is, knowing how to launch your product may be the hardest part of all.
Where you launch it and how you market it can be the difference between utter disappointment and raging success. Today we’re sharing 5 proven viral marketing techniques to 10x your product launch effectiveness.
We’ll skip the obvious tactics like focusing on content marketing and social media marketing. Instead, we’re going to focus on actionable viral marketing tactics that will help you reach your target market as fast as possible.
1. Exponentially scale brand awareness with viral referral campaigns
Long before the days of digital marketing, companies relied on good old fashioned

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Internet Marketing

How to Leverage YouTube Influencer Marketing to Increase Sales

Video marketing helps you generate more high-quality traffic, increase brand visibility, and credibility.
In fact, 84% of marketers reported that videos helped them increase the traffic to their websites. Naturally, marketers are trying to leverage the power of videos and the potential that video marketing carries.
YouTube is an amazing platform to post and distribute high-quality content that can do wonders for your brand. The platform has more than 30 million daily active users and 1.9 billion monthly active users. 300 videos are uploaded to this platform every minute.
So, you can imagine how challenging it can be to stand out among others and get the attention of your audience. One of the best ways to do this is to collaborate with popular YouTube influencers in your niche.
There are many ways

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Internet Marketing

The reality of truly personalised marketing approaches: An investor’s viewpoint

The marketing and advertising technologies sector has experienced incredibly rapid change in the past few years. The pace of change is accelerating due to the proliferation of data across multiple channels, which enables marketers to build ever more precise profiles of their customers.
Marketers can now draw on data from search engines, social media, content viewing and more to understand what individuals are interested in and how likely they are to make a purchase. At the same time, the cost of analysing this data in real time has reduced dramatically as cloud service providers such as Amazon Web Services, Google Cloud and Microsoft Azure compete to attract customers to their huge data centres.
These developments combine to help marketers move ever closer to providing truly personalised marketing – an ideal

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Internet Marketing

Serpstat Review: How Does This SEO Tool Stand Up?

Digital marketing teams are stuck together by the glue of their growing number of tools.
From social media management to influencer marketing, SEO, and beyond, there is a tool for everything.
But if you’re anything like me, every now and then you like to do an audit of your toolset…
Maybe there is a better or more affordable tool on the market that you need to know about?
When it comes to SEO research tools, most agencies and growing marketing teams rely on SEMrush and ahrefs.
While both tools are incredibly useful and robust, there has been a growing number of SEO’s turning to newer and alternative tools to help them capitalize on their search marketing efforts. Predominantly because new entrants in this market are offering similar functionality at a more affordable price.
One

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Internet Marketing

The power of propensity: Understanding this measure’s role in your marketing efforts

Almost every marketing leader and expert will tell you that modern marketing is all about measurement. Being able to estimate the ROI of marketing spend by attributing customer actions to tactics has given companies a reason to allocate bigger budgets to marketing each year.
A 2018 report from Kantar, a global media research consultancy, predicted that the measuring tools and methods marketers rely on will evolve rapidly in 2019. While most marketers remain fixated on standard metrics — cost per click or cost per impression, for example — technology is allowing us to incorporate a wide new range of factors into our measurements. Chief among them is consumer propensity.
The term may be familiar, but not everyone fully understands it in this context. In general, propensity refers to the natural

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Internet Marketing

Integrating AI to instil customer loyalty: From business use cases to bottom line

Personalisation is a key part of the customer experience. If done correctly, creating a journey that is unique to each person’s needs can influence a buyer to make a purchase and even to return again. However, those brands that fail to get this right, run the risk off turning their potential customers off.
The fact is, shoppers have come to expect higher levels of personalisation, with 69% of consumers saying they want an individualised customer experience. The bar has risen accordingly, meaning some of the tried and tested techniques of the past such as referring to people by their first name, don’t quite cut it anymore. 
Whilst appetite is high amongst shoppers, companies are still failing to provide the sophisticated experience they crave, with only 40% of brands

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Internet Marketing

Why marketers must be the keepers of their own content – or risk losing it

More marketers than ever are using video as a marketing tool, with the number rising from 63% in 2017 to 87% in 2019. This is unsurprising when you consider that research has found that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
As the demand on marketers to create digital content has grown, it has led to rapidly expanding volumes of large video files; as a solution, marketers often rely on platforms such as YouTube to host content. However, this can result in data getting into the wrong hands and being used incorrectly, or worse still, being lost entirely if the platform goes down.
In this day and age, it’s not a sustainable way of managing the

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Internet Marketing

How to Measure Your Brand Awareness in a Digital World

What is a brand?
A brand is not just a logo and text. It is not just running paid ads all over about your company or product. A brand is about the story you tell to all.
It actually consists of expectations, memories, stories, and relationships. We can call these four elements the building block of a brand.
When a proper blend of these four elements influences a consumer’s decision to choose one product over another, then that blend is called Brand.
Measuring brand awareness
Measuring brand awareness and exposure depends mostly on the context of your business. In general, there are a few important metrics you can check regularly to measure your online brand awareness success. I will discuss here the metrics you can check from time to time to get an

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Internet Marketing

Why cloud-based interoperability is critical to the modern marketing stack

According to the Content Marketing Institute, 92 percent of B2B companies and 86 percent of B2C organisations now depend on content marketing to drive growth and customer retention. With daily online, social media, and video campaigns supplanting traditional print and television advertising media, marketers increasingly need a more robust, efficient way of creating diverse content and getting it in front of potential customers.
Traditionally, marketing departments have stitched together a variety of software platforms to create, visualise, and track the status of content development efforts. This inevitably creates confusion and content bottlenecks, especially as content volume grows.
When the first marketing resource management (MRM) tools were introduced in the early 2000s to solve this problem, vendors pushed for a single-platform solution that would serve as a one-stop shop for

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Internet Marketing

The nuts and bolts: Why B2B marketers shouldn’t overlook enhancing their CRM today

As marketers, there is always a focus on results and ROI – it goes with the territory. After all, generating value and leads for clients are what ultimately drives their businesses, and keeps customers happy.
And, when it comes to keeping track, it’s a must for communicators to be savvy when measuring the warm conversations they’re having with positive prospects and existing clientele. So, when analysing elements such as goal conversions – for example ‘brochure downloads’ or ‘get a quote’ actions – the success of these can often be determined by using metrics, to highlight if a marketing campaign is working well, or how it can be improved.
However, such insights don’t always offer up vital statistics including the ‘holy grail’ of marketing – evaluating just how much revenue has been produced

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How marketers can prepare for the rise of ‘hyperpersonalisation’

If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.
This one-to-one approach was cited as having the power to enhance brand loyalty by delivering a better customer experience (CX). Now, with artificial intelligence (AI) moving into the mainstream, connecting with customer journeys is becoming a reality and is proving a boon for real-time personalisation, or what is now being termed as hyper personalisation.
The benefits for businesses include a positive boost to both

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The Proven Formula For Generating B2B Leads on Autopilot in the eLearning Industry

The Proven Formula For Generating B2B Leads on Autopilot in the eLearning Industry

eLearning is booming , with no sign of slowing down…

People want access to information and learning on demand.

Not in a month’s time when the next conference is on or when the next corporate workshop is planned.

As a society we’re impatient – and if we need a new skill, we need it now, and we need it on our own terms.

eLearning is the Netflix of personal development, it’s the Uber of corporate training initiatives. People can choose their own pathway for development and take lessons all from the comfort of their home.

For businesses that provide eLearning solutions, the biggest opportunity lies with corporations where you can sell programs and software to hundreds or even thousands of employees at the same time. Rather than fighting for every single sale, you can focus on the big-ticket clients and truly scale up the profitability of your business.

In 2017, corporate training expenditure in the United States grew by 32.5% . Basically, organizations are investing more in learning and individuals are seeking better and more flexible access to learning. It’s the perfect intersection for B2B eLearning solutions.

But, how do you generate a consistent flow of B2B leads in the eLearning space without burning out your sales team?

The answer is Inbound Marketing.

Bonus #1: Download a detailed PDF checklist that contains the exact steps to take in order to carry out this lead generation process

What is Inbound Marketing?

Inbound Marketing is a term popularized by marketing software tool HubSpot . The general idea of this concept is that you attract people to your business by first providing value – predominantly through content – rather than bombarding them with outbound sales messages. Once you have a prospect’s attention, you then engage with them via marketing automation and lead nurturing tactics, before delighting them as a customer of your business. The concept is depicted visually below:

eLearning - B2B leads - image 1

Instapage Founder and CEO Tyson Quick does a great job of summarizing Inbound Marketing in this video:

Why use Inbound Marketing in the eLearning industry?

While Inbound Marketing is an effective lead generation strategy in many industries, it’s especially powerful in B2B environments, and even more acutely suited to the eLearning industry. Here are two reasons why:

Trust and credibility

Perhaps more than any other industry, eLearning is built on trust, credibility, and expertise – be it perceived or otherwise. Companies are putting the achievement of their employee’s goals, ambitions, and career aspirations in your hands. So you need to instill confidence in these people that you are the right company to facilitate this journey.

Given its foundation of helpful content production as a way of attracting leads, Inbound Marketing is custom-made to build trust with naturally skeptical people.

Think about it for a moment, are you more likely to buy something after seeing a banner ad for a business you have never heard of before, or from a business that has gone above and beyond to provide valuable content that has helped you achieve something? It’s a no-brainer.

Cost-effective

When compared to traditional forms of digital marketing, such as cold advertising, inbound is far more cost-effective. Instead of running cold ads to people who have never heard of your business previously, you can remarket to those that have consumed your content. There is already a base level of trust in this situation which reduces your ad spend.

As well, by creating content that is evergreen in nature, you build assets that will deliver you leads today, tomorrow, and next year. Evergreen content can be created once and continue working for your business well into the future as it accrues organic traffic from search engines and social media channels. You are investing in content assets, rather than spending money on ads that will stop running as soon as your budget dries up.

How to use Inbound Marketing to generate B2B leads on autopilot

When it comes to generating B2B leads on autopilot in the eLearning space, here is a 5-step process you can follow. The inspiration for this process has been drawn from the eLearning Industry’s Always-On Conversion Engine (ACE) methodology for Inbound Marketing.

Bonus #2: Watch this free video on how this process works in practice, with real-life case studies and results

Step 1 – Research

It’s tempting to jump straight into creating content aimlessly without any direction. Sure, it may feel like you’re doing something to progress your goals, but in reality, the wheels could be spinning on the spot.

To get the most from your Inbound Marketing efforts, you need to start by researching your ideal customers, competition, industry trends, search engine keywords, and opportunities for brand growth.

Before getting started with your research, you should remember that your inbound marketing strategy must be very specific to your target audience so you can address their specific pain points in a more exact way. In order to build a successful inbound marketing strategy, you should focus on targeting the right buyer personas who will maximize your digital marketing ROI.

Armed with the information from this research process, you can then create an editorial calendar of content ideas that align with your objectives.

Step 2 – Create

According to the Content Marketing Institute , producing engaging content is the biggest challenge for inbound marketers:

eLearning - B2B leads - image 2

Basically, being successful with Inbound Marketing is not as easy as publishing a few blog articles and hoping for the best. Creating content is time-consuming and is far too easily pushed to one side by busy employees.

The thing is, you don’t have to publish every other day to get results from Inbound Marketing. In fact, most eLearning businesses won’t have the time, resources, or know-how to make this kind of content production happen. After all, you’re not a publishing business!

Instead, look at your inbound strategy as a project. Based on the research you have done, create a complete editorial calendar which targets your buyer personas. This will help you increase your Marketing ROI , without wasting your resources, money and time on less valuable audiences and topics.

Your editorial calendar should include 8-10 extensive articles per topic, use case or persona targeted, that will describe all aspects of your specific topic and buyer personas. By publishing high-quality, enjoyable content that is relevant to ongoing conversations in your industry, you can demonstrate your knowledge and authority.

You will write about the pain points your buyer personas face and how they can overcome them using your solution. This process will also help you progress your readers to the next steps of the buyers’ journey. A proven technique is to combine your focus keyword and your buyer persona in the title and text of your articles. That way the readers of your articles are unlikely to deviate from your target audience.

Regarding the content creation, a success factor of your editorial calendar is whether the articles you create will be search engine optimized and easily re-purposed into other formats like eBooks. So, the next step, after your article creation, is to repurpose the articles into an eBook. That way you will have the chance to turn your readers into leads by getting valuable information for them, such as their name, business email, their company, and their purchasing authority among others.

Finally, the last step to further nurture these leads, but also to create another conversion point for interested parties, would be to use the main outline of the ebook and summarize it into a webinar deck.

Step 3 – Promote

A fundamental mistake many would-be inbound marketers make is to focus all of their energy on creating content and neglect the distribution and promotion aspect of the process. One study found that as little as 15 cents of the dollar are spent on content promotion when compared to 85 cents that are spent on content creation . If you want to get serious with inbound, consider flipping this equation on its head.

Effective content promotion is about finding a third-party B2B eLearning publication where your ideal buyer audiences are active online and developing a systematic and repeatable way to access those people when you publish content.

Step 4 – Convert

Put simply, if someone ‘converts’ on your website, they have taken the specific action you intended them to. This is usually an exchange of value. For example, they may give you their contact information in exchange for the eBook I discussed in Step 2.

Those that part ways with their contact information are now your leads because you have permission to communicate with them again in the future – ideally turning them into a customer.

Here is an example of a white paper being used in this way by eLearning Industry:

eLearning Industry: ebook example

Step 5 – Close

The final step of this Inbound Marketing process is the close. It’s when you turn a warm lead into a paying customer. When it comes to eLearning, one of the highest-converting tactics is to run a webinar. It makes sense in this industry because a webinar is essentially a live preview of the product you are selling.

It makes sense in this industry because a webinar is not only a live preview of the product you are selling but more importantly, a webinar is an opportunity to interact with people that have downloaded your eBook, in a live manner. When someone downloads an eBook, you really don’t know how much of the eBook they read, if any at all!? With a live webinar, you can qualify leads more deeply by monitoring their activity.

For example, you can use an intake form to select a few more critical data points, run a poll during the webinar, and foster a conversation during the webinar by taking cues from the chat/Q&A. This makes the experience much more interactive and full of insights, just like a normal sales call would feel.

The beauty of hosting a webinar is that you can record the session, use the recorded version to nurture future leads, and generate sales on autopilot.

Here is an example of a webinar sponsored by eLearning Industry and presented by Jon Graves eLearning Industry’s VP of Sales and Brittni Kinney Ratliff, VP at Influence & Co.:

eLearning Industry: webinar example

Want this process done for you by eLearning Industry? Find out more here.

Wrap

With the rapid growth being observed in the eLearning industry, the opportunity for fast customer acquisition is more prominent than ever.

However, with so much opportunity comes increased competition too. So you need to be smart about the foundations you lay for your lead generation objectives in the long-term.

Creating an Inbound Marketing engine that generates B2B leads on an ongoing basis without significant intervention makes a lot of sense. It’s cost-effective, and perhaps even more importantly, it reduces the trust gap between your business and its cold prospects.

The thing with inbound is that it takes time to bear fruit. So the sooner you start, the quicker you will see rewards.

What’s holding you back?

Want this process done for you by eLearning Industry? Find out more here.

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Internet Marketing

The Powerful Secret to Getting Marketing Agency Leads

The Powerful Secret to Getting Marketing Agency Leads

More and more agencies admit to struggling with finding and closing new business. It seems as if every year, the challenge of discovering high-value prospects and turning them into marketing agency leads, grows exponentially.

Unfortunately, we can’t blame it on the size of the competition anymore. Although, I admit that’s often the first reason that comes to mind.

Most SEO agencies or digital marketing firms operate in markets filled with customers ready to part with their cash in return for marketing help, after all.

So, why does the challenge exist in the first place? From the stories our users tell – many of whom are digital agency owners, salespeople and other agency professionals – we’ve uncovered the reason.

It’s the lack of sufficient insights to evaluate opportunities each new lead offers.

The result? For one, targeting people who are too early in their buying process. And as a result, wasting time, effort and resources on deals that would never have come through anyway.

Let me illustrate this with an example.

Why we struggle to find marketing agency leads

I assume that it takes you up to two and a half hours to process a prospect fully, on average. It includes finding those people or companies out first. Then, researching, reaching out, connecting, engaging and everything else that’s involved in the process.

Simple math tells me that, to process just 15 prospects, you’d have to spend almost an entire work week!

Let’s assume further that you, on average, convert 5% prospects into leads. Since most agencies onboard one to three new clients a month, they’d need to process 60 leads a month to reach that number.

why agencies struggle with lead generation for marketing agency leads

(Image from Hubspot’s 2019 State of the Agency Selling report)

But let’s be fair. My (crude, I admit it) calculations assumed that an agency knows very little about their prospects. I presumed that its founder, CEO, the salesperson or whoever else prospects for new business couldn’t tell what these people want. Or what their average budget and current business situation are.

What if they could? What if they knew even the basic information – average budget, their marketplace situation or the competition, for example? Well, I can tell you, it would reduce the time needed for processing by more than a half for a start. And that’s still a modest estimate, I should add.

To reach the same results as above, an agency would have to spend only half of a week per month for prospecting. Its staff could focus on other tasks and still meet an ideal growth quota.

Intrigued? Let’s explore this further.

How do agencies evaluate prospects?

Agency prospects and leads come from two sources, typically – Outbound and Inbound initiatives.

Inbound marketing agency leads are people who have inquired with an agency or engaged with it in another way. These people may have learned about the company from search, social media, referral or any other inbound channel. Intrigued, they’ve emailed, called or connected with the company.

Most agencies would process those leads manually. I’d imagine that many of them turn to LinkedIn, simply. They research the prospect and their company there. Some might also visit the prospect’s company website and conduct a quick online search before responding to the inquiry.

Outbound leads are people the agency has identified as potential business partners and reached out to directly. Again, many agency owners and salespeople would use LinkedIn for outbound prospecting, using the information on the social network as the selection criteria.

Unfortunately, neither of the methods deliver ideal results. Often they result with agencies targeting:

  • People or companies who do not need digital services.
  • False prospects, people who might need help with digital marketing but aren’t ready to engage in a sales conversation yet.
  • Prospects with insufficient budgets.

So, even if an agency does manage to engage those prospects, those people either wouldn’t see the value in hiring the agency or they would struggle with the agency’s price.

Does the above sound like an impossible situation?

Luckily, it’s not. What’s more, to overcome it, you just need to start prospecting with the right information at hand. For example:

  • Their market and the competition. Analyzing the marketplace will help prepare a cold call that targets the prospects exact situation.
  • Marketing spend and trends. A company that upped its marketing spend might also be ready to invest in digital marketing services.
  • Budget gap between channels. For example, analyzing PPC and SEO spend could help an SEO agency to identify the best prospects.

The only problem remaining is where to find that data… And we want to tell you about something truly amazing. It’s called SEMrush Oppty and here’s how it helps your agency grow.

Semrush Oppty for marketing agency leads

Oppty helps you identify leads who need your marketing services. Using SEMrush’s proprietary data on your target audience, you can:

  • Focus your efforts on the most promising opportunities,
  • Tailor your outreach and offers to their current situation,
  • Make a strong first impression based on a deep understanding of their market.

All to increase your chances of winning their business.

Try it here .

Guest author: Tanya Vasileva is a Product Marketing Manager at SEMrush  – a leading digital marketing toolkit for SEO, PPC SMM and content marketing professionals worldwide.  She writes about marketing, analyzes SEMrush data and interested in marketing strategy. 

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The Best Internet Marketing Resources – Roundup

Best Free Photo Resource?

This website has a ton of free photos you can use in your marketing. Check the licenses – most are unrestricted and even allow you to use them in paid products, on your website and so forth.

unsplash.com/

All Design Tools in One Place

Youzign is an easy to use design app that lets you create any design you need, including social media graphics, ebook covers, blog graphics, business cards, flyers, coupons, memes, infographics and more.

youzign.com/

Record Skype Calls

‘Pamela for Skype’ is a free, fast and easy to use tool for recording your Skype audio and video.

www.pamela.biz/en/

Make Videos Like the Pros

This
is an all-in-one video creator to quickly make high quality videos.
Boost your conversions, increase your sales, and spend less time
doing it.

www.videomakerfx.com/

Customer’s 2018 Choice for Online Meetings

Hold
online meetings, collaboration-enabled online conference rooms, video
webinars and more. Handles up to 500 video participants and 10,000
viewers.

zoom.us/

World Class Security for Your Files

Keep
your computer (and your income) safe with online backup and file sync
for your home or business, 100% automatically.

mozy.com/product/mozy/personal

Online Scheduling Assistant

Clients
can view your real-time availability and self-book their own
appointments, as well as paying you online, rescheduling with a click
and more.

acuityscheduling.com/

Get People Talking About Your Site

A
quick and easy way to get your blog posts some quick links with a
human-powered social bookmarking service.

socialadr.com/

Email Marketing Funnels Done for You

If
you don’t want to hassle with the tech work of setting up email
marketing funnels, you can test drive this software and service for
just a buck.

Sneaky Way to Get More Likes on Facebook…

…and
also twitter retweets and Google+. Earn credits for what you’re
already doing, then use those credits to get your stuff shared by
other members. These are real people who can choose what they share –
not bots.

www.justretweet.com/

Edit Graphics Quickly

Photo
editor, design maker, touch up artist, collage maker and other fun
stuff to make super cool graphics that get clicked and shared.

www.picmonkey.com/

10 Psychological Tricks to Boost Your Website’s Sales

Just
a tiny little thing is often all that is needed to get a wavering
customer to purchase.

www.entrepreneur.com/article/314741

How Blockchain Could Change Digital Marketing Forever

Could
the technology behind Bitcoin change the way you do online business?

blog.hubspot.com/marketing/blockchain-could-change-digital-marketing

$0 to $1,000 in a Day…

The
Marketing Method You Must Use to Grab People’s Attention.

This
video highlights a great idea on niching down to a passion and
repurposing a product to sell it like crazy.

www.entrepreneur.com/video/314538

Also
check out The
Traffic Secret to Turn Your Visitors into Customers:

www.entrepreneur.com/video/314539

4 Reasons Why people Stop Reading Before the End of a Page

Ever
read something like this on a website?

Always
striving for excellence, from our very inception, a visionary,
vigilant, and flexible approach has ensured that we are awake to the
exciting possibilities science and technology allow, so that we can
offer you beautiful, precise, and high-quality hardwood floors.”

Huh?

Copy
like that is a great way to LOSE customers. Here’s what to do
instead:

5 Ways to Improve Your Email Marketing with Gamification

Gamification
is a lesser-used but highly effective tactic for engaging email
subscribers. 

econsultancy.com/blog/70105-five-benefits-of-using-gamification-in-email-marketing-with-examples/

3 Myths Stopping You from Making More Sales on Amazon

You
might be looking at things like ratings and shelf space all wrong.

marketingland.com/the-myths-that-keep-you-from-winning-on-amazon-242450

Why Facebook Chatbots Could be Your Best Online Marketing Friend

Imagine
using a chatbot to talk to your prospects for you. Sci-Fi? Or
present-day reality?

www.entrepreneur.com/video/314870

4 Email Templates that Generated $100,000 in 30 Days

HubSpot
columnist Matthew Scott shares four email templates that helped
HubSpot generate $100,000
in 30 days.

blog.hubspot.com/sales/100k-email-templates-follow-up

How to Handle Angry Customers

Shopify
shares 7 ways to handle your customers when they’re upset with you,
your product or your service – even when there is no easy answer.

www.shopify.com/blog/helping-upset-customers

The Goal-Based Approach to Domain Selection

VIDEO:
The
MOZ team says, “Choosing a domain is a big deal, and there’s a
lot that goes into it. Two essential questions to ask to guide your
decision-making: What
are my goals,
and what’s
best for my users?”

moz.com/blog/goal-based-domain-selection

Dan Kennedy: Increasing Marketing Response Rates

Most
marketers’ failures and disappointments result from giving
confusing directions or no directions at all. Confused
or uncertain consumers do nothing. And people rarely buy anything of
consequence without being asked.

Here’s
how to clearly tell your customers how to buy your products in a way
that makes them take action.

www.entrepreneur.com/article/313316

Email Marketing is Dying, Right?

Ummm….
No. Not even close.

Consider
these stats:

  • Messages are five times more likely to be read
    via email than on Facebook. -Radicati

  • Email acquires 40 times more new customers
    than Twitter or Facebook -McKinsey
  • Your content will be shared with your email
    followers three times more than any other visitors. -QuickSprout

  • 92% of all adults online use email, and 61%
    use it on any given day. –Pew Research

  • Targeted and segmented emails account for
    generating 58% of all revenues. –DMA
  • Email open rates are highest when a company
    sends two emails monthly. –Database Marketing Institute

Read
more here:

3
Trending Marketing Tactics in 2018

We’re
halfway through the year – time to catch up on the latest trends
that may be affecting our business:

www.entrepreneur.com/article/314922

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Internet MarketingMaking Money Online

ClickBank Demystified: Listing Your First Product

As Paypal limits some online marketers’ accounts, there’s been a resurgence of interest in selling products via ClickBank.

ClickBank takes the payment for you, deals with taxes and basically acts as a middle man between your product and customers.

Perhaps best of all, ClickBank has 100,000 active affiliates, any number of which might promote your product.

In return, ClickBank charges 7.5% plus $1 of every sale. Of course, you could potentially recoup this money by charging a slightly higher price.

If you want to sell affiliate products that are listed on ClickBank, you simply sign up as an affiliate, choose a product and start promoting your affiliate link.

As an affiliate, be sure to stay within ClickBank’s promotional guidelines, found here:

support.clickbank.com/hc/en-us/articles/220376687-Promotional-Guidelines

But what if you want to sell a product on ClickBank? Then what do you do?

As with anything, the first time you list with ClickBank, the process might seem somewhat complicated and difficult. But from experience, once you’ve listed your third or fourth product, it becomes quite easy.

 

Here’s how to list a product with ClickBank:

1: Have your product ready.

ClickBank has a set of product guidelines to follow, which you can find here:

support.clickbank.com/hc/en-us/articles/220199588-Product-Guidelines

Open a ClickBank account if you don’t already have one.



2: Create a Sales Page

You must have your own website to sell a product through ClickBank, and that includes your own web hosting and registered domain name. You cannot use a free site to sell products through ClickBank, nor does ClickBank offer hosting for web pages or assistance in building pages.

ClickBank calls the sales page, “The Pitch Page.” This is where you describe your product and convince visitors to buy it. When customers click the payment link, they are taken to a ClickBank order form.

Your Pitch page must include all of the following:

  • A detailed description of the product.

  • The cost of the product.

  • For recurring billing products, be sure to clearly state all the details of the rebill schedule, including the number of times a customer is billed, and how frequently they will be billed. For example, you should say, “Your initial charge will be $19.95. You will then be charged $9.95 per month for the next 11 months.”

  • The file format of your product, as well as any particular software or operating system required to use it (e.g., Microsoft Word, Adobe Acrobat, etc.).

  • If your product is only useful to customers in a particular geographic region or country, be sure to say so.

  • How the product will be delivered (e.g., direct download, via email, etc.).

  • How long delivery will take (e.g., immediate, 5 minutes, etc.).

  • For recurring billing products, explain how the product will be delivered, and how often. For example, if you sold a monthly newsletter, you could say that it will be delivered by email on the 1st of each month.

  • To ensure your use of a ClickBank trademark does not mislead consumers as to any sponsorship, affiliation or endorsement by ClickBank of your company, products or services, you will need to add a disclaimer to your Pitch Page(s) and Thank You Page(s). Here is the necessary disclaimer:

ClickBank is the retailer of products on this site. CLICKBANK® is a registered trademark of Click Sales, Inc., a Delaware corporation located at 1444 S. Entertainment Ave., Suite 410 Boise, ID 83709, USA and used by permission. ClickBank’s role as retailer does not constitute an endorsement, approval or review of these products or any claim, statement or opinion used in promotion of these products.

You also need to add the ClickBank Trust Badge to your page, as explained here:

support.clickbank.com/hc/en-us/articles/220376827-ClickBank-Trust-Badge

Make sure you have a copy of your script if you are using a sales video, since ClickBank might request it if the video is shorter than 15 minutes, and will definitely request it if your video goes longer than that.

HOT TIP: You can submit your script to ClickBank prior to recording your video, by sending it to compliance@clickbank.com. This way ClickBank will inform you if you need to make changes prior to making the recording.

Also make sure your Pitch Page adheres to the guidelines found here: www.clickbank.com/important-guidelines-for-clickbank-vendors/



3: Add your ClickBank Payment Button

You need to generate and add your own payment button that will send customers from your Pitch Page to the ClickBank site to pay for the product.

This isn’t difficult – just customize a line of HTML and add it to your website in the appropriate place.

Here’s how to do it:



support.clickbank.com/hc/en-us/articles/220364087-Creating-a-Payment-Link



4: Test Your Payment Button

Before you submit your product for approval, you’ve got to place a test order as though you were a customer. This way you know that all of your links are working.

But to make the test purchase, you must use the test credit card details that ClickBank provides to you. You can no longer use a real credit card for this step.

To make a test purchase:

  1. Log in to your ClickBank account.

  2. Click the Vendor Settings tab.

  3. Click My Site.

  4. In the Testing Your Products box, click Generate New Card Number.
    This creates a credit card number, expiration date, and validation code you can use to place test orders. This card information will be valid for 24 hours, after which time it will expire and will no longer be usable for test orders.

  5. Take note of the credit card information.

  6. Go to the Pitch Page for the product you want to test, and click through the payment link, which should take you to the ClickBank order form.

  7. Enter information into each field of the order form. You can use any address information you want, but enter the test credit card details you created.

  8. Verify the information on the order confirmation page. Click through to download your product, which should take you to the correct Thank You Page URL for the product you are testing.



5: Create a Thank You Page

The Thank You Page appears only after a customer makes a purchase. In addition to thanking the customer, the thank you page must also include the following information:

  • Customers must be able to reach you if they have a question about your product need technical assistance after the purchase. Please include an email address, a link to your email address, or a contact us link on your Thank You Page.

  • A reminder to the customer that their credit card or bank statement will show a charge by ClickBank or CLKBANK*COM, rather than a reference to your specific product. This reminder should be prominent, as customers sometimes request refunds because they forget that ClickBank is handling the purchase.

  • Clear instructions on how to download or access the product, or information on how and when it will be delivered to them.

  • To ensure your use of a ClickBank trademark does not mislead consumers as to any sponsorship, affiliation or endorsement by ClickBank of your company, products or services, the following disclaimer needs to be at the bottom of any page with a ClickBank reference:


ClickBank is the retailer of products on this site. CLICKBANK® is a registered trademark of Click Sales, Inc., a Delaware corporation located at 1444 S. Entertainment Ave., Suite 410 Boise, ID 83709, USA and used by permission. ClickBank’s role as retailer does not constitute an endorsement, approval or review of these products or any claim, statement or opinion used in promotion of these products.



6: Designate a HopLink Target URL

If you want to take advantage of ClickBanks’ affiliate network, you’ll need to specify a URL where affiliates can send potential customers.

This URL is the “HopLink Target URL.”

Typically, the HopLink Target URL is the same URL as your Pitch Page, though not always.

To designate a HopLink Target URL, follow these steps:

  1. Log in to your ClickBank account.

  2. Click the Vendor Settings tab.

  3. Click My Site.

  4. Click Edit to the right of the Marketplace Information section.

  5. Enter your HopLink Target URL in the top field.

  6. Enter Marketplace Information (see below).



7: Enter Your Marketplace Information

This is the information a potential affiliate will see when they are searching for new products to promote. An accurate and compelling Marketplace description will help affiliates find your product and convince them to promote it for you.

Here’s the information you’ll need to enter:

  • Marketplace Category and Subcategory – The category and subcategory in which to display your product. 

  • Marketplace Title – Your site or product’s title in the marketplace. This can be up to 70 characters long.

  • Marketplace Description – A description of your site or product. This can be up to 250 characters long.

  • Commission Rate – The base commission rate you will pay to affiliates if they successfully send a buying customer to your site.

  • Affiliate Tools URL – If you have created a page with tools for your affiliates, such as copy, graphics, or recommendations, enter the URL here.

  • Affiliate Support Email Address – If you have an email address through which affiliates can contact you with questions or concerns, enter it here.

  •  

8: Complete the “My Products Information” section

This is information about your product such as the location of your Thank You Page and your retail price.

  • Log into your ClickBank account.

  • Click the Vendor Settings tab.

  • Click My Products.

  • Click Add New Product.

  • In the Product Type field, select One-Time Digital Product.

  • Enter the Product Details:

    • Product Category – The category of the product.

    • Item Number – Each product in your account must have a unique item number. This value can include letters, numbers, and dashes.

    • Product Title – The product title that should be displayed on the ClickBank order form. This field is limited to 70 characters. This title does not appear in the ClickBank Marketplace.

    • Language – The language in which the product is offered.

    • Image (Optional) – The image displayed on the order form for the product. You can select any approved image that you have uploaded.

    • Pitch Page URL – The URL where you will offer the recurring billing product to your customers. This might be the same as the HopLink Target URL on the My Site page.

    • Mobile Pitch Page URL (Optional) – The URL where you will offer the product to customers on mobile devices.

    • Max Purchase Quantity – The maximum quantity available for a single purchase.

  • Enter the Product Pricing and Commission information: 

    • Product Currency – The currency with which customers can purchase the product.

    • Product Price – The price the customer pays for a one-time product. This price must be at least $3. If you are using a currency other than US Dollars, the price must be worth at least $3 according to the current exchange rate.

    • Commission – The commission percentage an affiliate receives for the sale of a one-time product.

  • Enter the Product Delivery Details. You must provide at least one delivery option:

    • Digital Product Upload – You can upload a single file here to have it delivered by ClickBank. If your product includes more than one file, you must deliver it through your Thank You page instead. See the Digital Product Upload article for more information about this option.

    • Thank You Page URL – The URL where the customer is taken after purchase, which provides instructions on how to retrieve the product.

    • Mobile Thank You Page URL – The URL where a customer using a mobile device is taken after purchase, which provides instructions on how to retrieve the product.

  • Click Save Product.



9: Request Product Approval

Before you can begin selling your product via ClickBank, it needs to be manually approved by ClickBank’s Business Services. Once you’ve completed the steps above, submit a product approval request by doing the following:

  1. Log in to your ClickBank account

  2. Click the Vendor Settings tab.

  3. Click My Products.

  4. Locate the product to be approved.

  5. Request product approval by clicking the Submit Product Approval Request icon in the Actions column of the product listing.

  6. Fill out the Request Product Approval form.
    The contents of this form vary based on the product type.

  7. Verify the information. If the information is accurate, check the checkbox indicating that the listed information is accurate.

  8. Click Submit Product Approval Request at the bottom of the form.
    The system will assign a status of Approval Requested.
    A member from ClickBank Business Services will review your site and product information to determine if it will be approved or disapproved.

    • If approved, the system will update the product status to Approved. You can then begin to sell the product to customers.

    • If disapproved, the system will update the product status to Disapproved. You can modify the product to resolve any issues and resubmit it.

You will typically receive the results of your request within three to five business days via email.



10: Pay the One-Time Activation Fee

Yes, there is an upfront free to selling on ClickBank. It’s $49.95 for your first product, and $29.95 for each product thereafter.

When your product is approved, you’ll receive instructions on how to pay this activation charge.

Note: To get the discounted rate on future products, you must include a note in the “Comments” section of the first product approval request you submit from the new account, stating that you would like the discounted activation fee for your new account and including the nickname of your first account or the receipt number of the initial activation charge payment.



11: Begin Selling Your Product

Yeah! You’ve finally made it to this step.

Again, it sounds like a lot of work to get a product on ClickBank. But some of this – making a sales page, making a thank you page, creating a payment button – are things you would have to do no matter how you make sales.



Here are a few more tips to make your ClickBank product a success:

Add a Product Image

Once you’ve completed your product listing, you can add a product image. When this image is approved, it will appear on the ClickBank order form for that product.

Remember, products with images – including virtual images – tend to convert better than products without them.

Attract Affiliates

Create an affiliates’ page that provides additional information, images and resources to potential affiliates.

These resources help you to control your branding, and also make it easier for affiliates to promote your products.

Provide Customer Service

Just as always, you’ll need to answer questions about your product and help customers as needed.

Encourage customers to come to you first, if they have any issues or problems, rather than going to ClickBank.

This is especially important for refunds, since ClickBank will refund, no questions asked.

It’s better if you can find out why they want a refund, and then perhaps offer them something else in exchange, rather than a refund, as discussed elsewhere in this issue.

And there you have it – listing a product on Clickbank is perhaps a little more work than listing it on your own.

Then again, they ClickBank system is nearly foolproof. Make it through all the steps and your sales funnel will work.

And you won’t have to deal with VAT taxes, state taxes or Paypal suddenly limiting your account.

And perhaps best of all, you do get potential access to 100,000 active affiliates.

If only a tiny handful of those active affiliates love your product and promote it hard, you can literally earn a six figure income from one product.

Mike Geary wrote the book, “The Truth About Abs” and sold it on ClickBank for $47, starting in 2005.

Between sales of the book, his related membership site and affiliate products he promoted to his list, he was clearing about a million dollars – per MONTH.

Who knows… maybe you’ll be the next 6 or 7 figure ClickBank product creator!





 

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