Blog

Why Marketing Automation?

Peter Thomas - Tuesday, June 06, 2017

Are you using email?  Does your sales team work with your marketing team?  Do you know who your best customers are?  How do you engage customers at critical points in their specific buying cycle - before buying, during the purchase, after the transaction... can you follow a lead from initial contact through the conversion?

These are but a few of the questions you need to address when contemplating taking your Lead Generation and Conversion to the next level.

How would you like to simplify your customer and prospect communications, marketing and increase your sales?  Drive more leads, convert leads to sales and optimize your spend.  AND prove ROI on marketing campaigns to help you make the right choices regarding where to put your efforts.

Marketing Automation is a multi-tool combining email Marketing, Customer Relationship Management, Online Presence and Analytics into one.

Marketing automation goes beyond email marketing.  With email, there is a degree of behavior tracking whereas a Marketing Automation environment renders Web behavior tracking.  Email tends to be singular instead of being adaptive and providing customer-centred messaging all in a Dynamic manner.  Instead of making revenue assumptions, you can readily determine revenue attribution.  Marketing Automation provides the ability to follow-up on leads intelligently.

Customer Relationship Management tools are focused on organizing customer information and tracking interactions throughout the customer lifecycle - Marketing Automation is focused on promoting one-to-one communication for obtaining new customers through marketing and sales activities.  In short, CRMs facilitate sales whereas Marketing Automation facilities marketing.

By implementing Marketing Automation your company can Generate Leads, Drive Sales and Measure ROI.

Generate leads

  • Identify anonymous visitors with visitor ID
  • Capture information with dynamic forms
  • Campaign optimization
  • Social Media integration
Drive Sales
  • Lead scoring to alert hot leads
  • Email automation for nurturing
  • Behaviour tracking for lead insights
  • Sales notifications
Measure ROI
  • Comprehensive campaign analytics
  • Google AdWords integration
  • Exportable graphs and reports
  • Eliminate Waste
  • Invest in successful tactics
  • Content ROI tracking
The stats are compelling!  63% of companies that are outgrowing their competitors use Marketing Automation.  Without Marketing Automation, 98% of site visitors remain anonymous and never fill out a form = wasted traffic!  80% of the businesses using Marketing Automation have seen an increase in quality leads.  52% say analytics and reporting are the most important features.

AND built in analytics is a huge advantage for those using Marketing Automation.   Comprehensive Campaign Analytics, AdWords Integration, Exportable Graphs and Reports will serve to help you understand what your ROI is.  

If you'd like to understand more specifically about what you can do for your business and how you can leverage Marketing Automation, get in touch with us today!


Analytics: If You Don't Know What's Working, How Can You Win?

Peter Thomas - Friday, February 24, 2017

Successful business practice dictates one should create goals, measure results and by way of understanding the data, take steps to improve.  Analyzing data is relevant to all aspects of managing a business.  Being successful with Digital Marketing is no different - you need to know what's working and what's not.  We live in an ultra-competitive world and winning the Web war is key to your business growth and profitability.  

The beauty of the Internet is virtually all aspects of it can be analyzed.  Start by making sure your web properties have web analytics software installed.  Google Analytics is the foundation.  Next, it's important to either learn how to interpret the data or who to outsource the ongoing analysis and associated recommendations to.  Acting on recommendations backed by data is crucial to your online success.  Avinash Kaushik, a respected Digital Marketing evangelist and the author of Web Analytics 2.0 defines "Digital Analytics" 

"Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline)."

Continual Improvement - measure, report, analyze and act.  This shouldn't be a one-time exercise.  Don't waste all the time and money you have put and continue to put into your online marketing initiatives by not knowing, understanding and changing things up to succeed.

Google Analytics affords one the ability to view data on how many Sessions, Users, Pageviews, Pages/Session, Average Session Duration, Bounce Rate, % of New Sessions, Demographics, Language, Interests, Behaviour, User Flow, Conversions etc.  One can drill down into subsets of this data with ease and do so within certain time parameters you define.  Being able to see what portions of your environment and what actions you have taken produce the best results and give you the power to make meaningful changes to attain better results.

Google Analytics is the basis from which to begin.  To be effective online, a business needs to have an overarching Digital Marketing plan encompassing Content Marketing, Social Media Marketing and other related plans.  Plans need to be regularly reviewed and tweaked for continuous improvement and analyzing what's driving results and what's not is part of an overarching Digital Marketing Mix.


For more insight into Analytics, download our Whitepaper, Analytics The Role of Data in Digital Marketing.  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area. 

Enjoy!

If you'd like to understand more specifically about what you can do for your business and how you can leverage Digital Marketing, get in touch with us today!






Using Video With Marketing Automation: Generate, Nurture and Qualify New Leads Through Video

Peter Thomas - Friday, December 09, 2016

While both marketing automation and online video have been around for a while, few businesses have managed to effectively integrate the two. Aligning these two processes can be easier than you think and lead to high reward for your company.  In our latest guide, "Using Video with Marketing Automation: Generate, Nurture and Qualify New Leads Through Video", we help you in optimizing your lead generation through video.

This guide includes tips and tricks for:

  • Setting goals for your video content
  • Where to include forms in your video content
  • How to nurture leads gained from forms on video content
  • How to qualify leads with video data



For key tips on how to have better lead intelligence and more at your fingertips, download our latest guide, Using Video With Marketing Automation here. You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.

Enjoy...

If you'd like to understand more specifically about what you can do for your business and how you can leverage Digital Marketing, get in touch with us today!







Drive Sales & Marketing Results for Your Business

Peter Thomas - Monday, November 14, 2016

Raise your hand if you've ever used and Excel spreadsheet to keep track of your new business program.

Although we do love spreadsheets, we know that approach wont' keep you afloat for long.  In this day and age, using a customer relationship management (CRM) tool effectively can be instrumental in helping your business grow.

In this guide you'll learn how a CRM can help you:

  • identify the right prospects
  • recognize your best customers
  • understand the buyer's journey
  • increase sales productivity
  • automate nurturing campaigns
Did you know that 75% of sales managers say that using a CRM helps to drive and increase sales?  Or that CRM systems improve retention by 27%?  It's hard to argue with numbers like that.



Download the guide today to learn about how a CRM can jumpstart your new business program.

For key tips on how to have better lead intelligence and more at your fingertips, download our latest guide, The Beginners Guide to CRM  here.  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.

Enjoy...

If you'd like to understand more specifically about what you can do for your business and how you can leverage Digital Marketing, get in touch with us today!







Find Focus and Deliver an Exceptional Moible Customer Experience

Peter Thomas - Friday, October 14, 2016

Mobile technology has powerful influence over the way we communicate, interact and do business.  But with technology comes distraction, uncertainty and constant change.  It's tough for businesses and marketers to do the right thing when the right thing is an evolving target.

There are lots of distractions out there, especially with regard to knowing what is the right thing to do in Digital Marketing.  AND, Mobile Marketing has it own uniqueness which can't be ignored.  Mobile technology is everywhere these days and it's important to harness the power of mobile to boost your business.

The key is focus.  If you can find just one element of mobile that connects with your customers - and use it to improve their experience with your business - it'll make all the difference.

We have created a great guide to help businesses figure out what to focus on in a world with so many distractions.  This free, 12-page guide is a great resource.

You will learn:

  • how too use mobile technology from a perspective that benefits your business
  • how to think like a customer and develop a customer-centric mobile strategy
  • how to get predictive and be proactive
  • best practices for planning while still remaining agile
It gives you access to:
  • the current state of mobile technology and marketing
  • handy mobile experience checklists
  • ideas for finding focus
This guide will no doubt help you develop a mobile customer experience that takes your business to new heights.




For key tips on how to cut through the distractions and keep up with the changes, download our latest guide, 4 Tips for Finding Focus in A Mobile World  here.  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.

Enjoy...

If you'd like to understand more specifically about what you can do for your business and how you can leverage Digital Marketing, get in touch with us today!







Beat Your Competition. Study Them and Win The Web War!

Peter Thomas - Friday, October 07, 2016

Everyone's got competition.  One can't ignore what they're doing.  You can learn a lot from studying them.  Prior to the Internet, you would have had to keep an eye out for their advertising,  learned from rumour mills, possibly their customers and perhaps in competitive situations such as RFPs.  

 If you aren't aware of what their strengths and weaknesses are, how can you take advantage of any opportunity to win?

Well the Internet and by association, Digital Marketing tools and tactics make your competitive study a whole lot easier!  You can read up on their products and philosophies.  It's possible to know what advertising campaigns and promotions they are running.  Find out when they have senior management changes.  You can even get alerts anytime they're active on the Internet whether it be Blog posts, Social Media updates and if they're in the "news".  It's also beneficial to know what their customers are saying about them and this too can be found on the Internet.

There are several industry terms applied to tactics used.  For example, Social listening using Facebook, Twitter and other channels to gather insights about your marketplace.  You can also engage your competition's prospects and join in on the conversation.  

Digital marketing tools to spy on your competition abound.  You can download and target your competitors' Social Media followers with tools such as Bird Song Analytics.  Google Alerts allows you to monitor the web for content related to your competition.  Other instruments can help you find out what people are saying about your brand, your competition and more.

It's all out there for the "asking"

For more in depth information on Competitor Analysis, download our free Competitor Analysis: Your Road Map To Winning The Web War Whitepaper  here.  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.

If you'd like to understand more specifically about what you can do for your business and how are you can win the war, get in touch with us today!


What's a Landing Page All About Anyway?

Peter Thomas - Friday, September 23, 2016

A Landing Page is an essential tool in the Digital Marketing repertoire.  By using a page specifically geared towards a particular offer one can increase conversions substantially.

Let's say you are going to promote a seasonal product or service you offer and choose to engage in Digital Advertising and Social Media Marketing to stimulate interest in your offer.  If you simply drive prospects back to your website's home page, people will bounce as there is no way to quickly see what your offer is about.  However, once directed by your promotional tool (PPC, Social Media post etc.) to a page which is only about what you are promoting, your chances are exponentially better to get the prospect to "convert".  Such conversions may be buying that product or service you are advertising, signing up for an appointment to discuss the offer or simply downloading more information about it.

What do you need to consider when creating the optimal Landing Page?  Consider this checklist:

  • Does you headline say what the page is about and relate to your PPC ad?
  • Does your sub-headline further refine your message?
  • Is your landing page focused on a single purpose?
  • Could someone understand the message in 5-10 seconds?
  • Does the visitor understand what they will get in exchange for contacting you?
  • Does the copy focus on benefits rather than features?
  • Are you using a unique image that tells the story?  (no generic stock photos)
  • Do you have an obvious call to action?
  • Does your landing page look professional?
  • Is your Opt-In form visible without having to scroll?
  • Did you eliminate extraneous navigation from the page?
  • Are you asking only for the minimum contact info that you need?
  • Is there continuity between your landing page and your web page?
  • Do you have a privacy policy link or statement near the submit button?
  • Is your submit button more interesting than just "Submit"?
  • Is your Landing Page as focused as your elevator speech?
  • Did you articulate the value of your giveaway item (white paper, discount, etc.)?
  • Did you use trust icons and testimonials where appropriate?
  • Did you offer multiple contact options (phone, email form, live chat, etc.)?
  • Did you use light boxes (pop-outs) to offer additional information without the visitor having to leave the page?
  • Is your offer time sensitive to create a sense of urgency?
  • Are you using your confirmation page to "remarket" to the visitor?  (Follow us, share this page, additional offers, survey, etc.)?
  • Are you creating separate Landing Pages to segment your leads?  (PPC, Display Advertising, email, print)?
  • Have you designed your page as a template so that you can repurpose the page in the future?
  • If you have a multi-step process, did you make it clear how long it will take or how many steps it will take? (Take our two-question survey, etc.)
As can be seen, there's a lot to consider, but even more to gain.

For more in depth information on optimizing Landing Pages, download our free eBook found here.  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.


Why Should I Care about Content Marketing?

Peter Thomas - Friday, September 16, 2016

Having great Content can set you apart from all the rest and it enhances your Search Engine positioning.  Once you have been "found" your Content serves to inform, differentiate and convince prospects that your products and services are worthy.

You're all set; you've created a Digital Marketing blueprint.  It addresses among other things, your Unique Value Proposition (UVP), required Resources, Ideal Buyer Persona, Brand Alignment, Social Media Marketing, Content Marketing, Mobile Marketing, Email Marketing the whole nine yards.

Let's get down to it and start creating.  You know you need great website navigation, look touch and feel, Social Media Integration, customer reviews and testimonials, regular updates, Search Engine Optimization and more.  But it's time to take the next step and create the content you need to impress your ideal prospect, get found by Search Engines and grow your business.

When you create you plan, did you articulate how your are different (UVP)?  Well, if you didn't you need to.  Next is to figure out how you will incorporate your messaging in your content to positively influence your target audience.  What form will your Content take?  Video, images, infographics, white papers, guides, ebooks, blog...or all of the above?  As is common in Digital Marketing, it's more about the questions than the answers.

Maybe your Content Marketing Plan took into account all of these questions.  Make use of those resources you allocated in your Content Marketing Plan and start creating.

Create content best suited to your audience and whenever possible create "master documents" which can be repurposed, reused and be structured to allow carving out pieces to publish on multiple channels in a wide variety of ways.  For example, you might have a company brochure which includes every facet of your business which can be the source for repurposing for Email Marketing, Social Media Marketing, Mobile Marketing, blogs and other marketing mechanisms.   

Be aware of what your industry is doing and of course what your competition is up to so you can ride trends and differentiate yourself.

Content is very important to your Brand, your prospects, your customers, SEO criteria and in short your business!

For complimentary information on Content Marketing, download our free eBook found here.  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.

Have fun with Content and get creative!


17 SEO Myths You Should Leave Behind in 2016

Peter Thomas - Monday, September 12, 2016

Search Engine Optimization has become more than just pushing out high quality, highly optimized content - it needs to be effective.  Staying up-to-date on what's important, what will generate traffic and what is outdated can be daunting, especially with SEO that is consistently changing and updating monthly.  As a business owner, exhausting energy into components and features that's ineffective is equivalent to throwing money away.

SEO has changed so much in the past several years that it's easy to be unsure of what's important, what's irrelevant, what will bring in traffic and what's simply just outdated.  We got you covered, by compiling 17 of the most common myths and assumptions around search engine optimization and uncovering the truth behind them.  

 

This free guide is a great resource for helping businesses know what to focus their energy on and what is irrelevant for SEO.

Every worksheet includes:

  • Top SEO myths and assumptions
  • Truth behind all the myths
  • Tips and tricks from industry leaders

Download the How To Guide 17 SEO Myths You Should Leave Behind in 2016  here and stop wasting time on ineffective SEO methods and start creating more efficient organic search strategy!  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.

Download our guide today to start creating an effective organic search strategy.  We know you'll love it!


Enjoy the journey!

10 SEO Mistakes to Avoid During Your Next Website Redesign

Peter Thomas - Friday, September 02, 2016

 As a business owner, making a mistake can affect your business in many ways, just like overlooking Search Engine Optimization best practices while redesigning your website.  This can affect your overall ranking in search engines, making you miss out on traffic opportunity.

Giving your website a fresh new look isn't all glitz and glam, there's major opportunity that lies behind it.  One critical opportunity is to improve the site's performance in searches in order to generate more traffic to your site.  We've got you covered, by compiling tips and a checklist to avoid making these common mistakes in your next website redesign.  

 

This free guide and checklist is a great resource for helping businesses know what to avoid in website redesign and get started on making the right choices. 

Every worksheet includes:

  • Top 10 common SEO mistakes
  • Tips and tricks from Industry leaders
  • Checklist for keep you on track on your next website design

Download the How To Guide 10 SEO Mistakes to Avoid During Your Next Website Redesign here.  You'll find this great document and other useful Whitepapers, Case Studies, eBooks and Marketing Guides in our Resources area.

Use the Guide and start avoiding the mistakes that makes your website results stagnant and start watching traffic spike!


Enjoy the journey!


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