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How to Run a Webinar: Pre-Webinar Bonding & Follow-Up

How to Run a Webinar

This is the eight installment in the series How to Run a Webinar.

In our last post in this series, we talked about building a compelling landing page and “Thank You” page. The next step is to get comfortable with pre-webinar bonding and follow-up.

Pre Webinar Bonding

If possible, create further short pieces of content that cover any possible objections and start building more trust with registrants. This can be drip fed via email before the webinar. This content could be short videos or articles or just a nice webinar cheat sheet to download and print off before the webinar. Your marketing automation software can help you build a simple drip track for new registrants prepping them for the event.

Follow Up

Make sure to follow up with attendees and no shows once the event is over. We suggest doing so three (3) days after the event. In your follow up, include a video recording of the webinar. Put it into an email, but only include an image of the video. When clicked, the recipient should be taken to a landing page, separate from your registration page, where they can play the video. Separating your follow up page from your registration page will help you isolate statistics and get better tracking from your marketing automation system. This is especially handy for people that couldn’t attend the event as they can watch the video later at their convenience.

In the next, and final, installment of How to Run a Webinar we’ll talk about syndicating your content.

Can’t wait to get your hands on the entire guide? Download the full white paper here.

Interested in a demonstration of our robust marketing automation tool?

 

Breaking the Lead Gen Stereotypes

Gopher LeadsDid you know that the success rate of getting an initial appointment through cold calling is about 1-3%? Whereas, when the same call is made through a referral, the success rate shoots up to 40%. [1]

Luck plays a role in business success, but you can’t leave the health of your sales pipeline to chance. Besides the expensive traditional channels for generating leads, there is an innovative, often-overlooked approach to filling the top of your sales funnel: formal business referral program. Here are 5 steps to effectively use your professional network to become an extension of your sales force by generating high quality leads and business referrals:

#1 – Define your Ideal Customer

To ensure that your network and connections are investing their time in chasing the right people, make sure they understand your ideal customer base. Succinctly explaining the need that your product or service addresses in advance will better clarify your value proposition to your potential prospects.

#2 – Tighten the Feedback Loop

The need to have an effective two-way communication channel is paramount. No one will continue to send introductions and prospects into a referral-blackhole! So, make sure you provide regular updates on the referrals sent your way. The results in the image below show that when you implement an effective referral campaign, with systematic two-way communication system facilitating frequent automatic updates, the engagement rates can go as high as 74%.

#3 – Incentivize Referrals

Having a structured incentive plan within your referral program will keep your network motivated to look out for new leads. Evernote, a leading CRM platform with over 100 million users, acquired 13 million users through partner referrals. Evernote rewards points to its customers every time they make a referral, and the points can be used towards a free upgrade or increased upload capacity. [2] It is, therefore, important to recognize and reward the people who contribute to your pipeline.

#4 – Eyes on the Progress

Once you have gathered some prospects through your referral program, the next crucial step is monitoring the progress closely. Gather information about the activity of your referral network and analyze pipeline results to make intelligent decisions about how to continuously improve the program drive higher conversion and sales. In other words, monitoring the activity and effectiveness of your referral program will allow you to better educate, communicate with and encourage your lead referral network.

#5 – Remarkable Results

If you follow the above 4 steps, you will have a consistent pipeline with relevant leads. Additionally, your business will earn a higher conversion rate due to higher quality of more actionable leads.

Lead generation is the oxygen for the survival of any business, but it can be extremely difficult to identify the right source of leads. So, with the ever-changing modern world of commerce, make sure your methods of generating leads have not passed their expiry date.

Sources:

[1]https://www.ducttapemarketing.com/the-abusive-math-of-cold-calling/

[2]http://blog.evernote.com/blog/2014/05/13/evernote-reaches-100-million-users/

Guest Poster: Sahand Sojoodi

Founder and CEO of Gopher Leads Inc, a technology startup that accelerates sales revenue by engaging the customer-facing frontline. I have worked as an innovator and early-stage startup founder for over a decade. Gopher Leads utilizes a modern, mobile, cloud-based platform to educate, engage and incentivize employees to generate leads from their daily routines.  Follow me on Twitter @sojoodi, or email me directly at sahand@gopherleads.com.

 

What Does a Marketing Automation Platform Cost?

Marketing Automation CostAlthough marketing automation is one of the most rapidly growing segments within the business software industry, there is still tremendous room for growth. If your organization is considering the implementation of marketing automation in the near future, you might wish to know how much of a budget you should set aside before beginning a search for the right program. There are numerous marketing software pricing plans and models. Below, we explore the various factors affecting marketing automation platform costs.

The question of how much a marketing automation platform costs is one that many marketers often ask. It should be understood that the cost of a marketing automation platform will vary based on a number of factors. While there are some open-source marketing automation platforms that may at first appear to be free, most such platforms have a certain cost of ownership. Generally speaking, prices for marketing automation software will be based on the following factors:

  • Number of prospects, which is how we refer to contacts at Lead Liaison
  • Edition (whether you choose standard, professional, or enterprise)
  • Third-party services that connect to the platform
  • Number of emails sent per month
  • Number of unique active contacts per month

Additionally, there could also be other plug-ins or add-on fees. Examples include fees for APIs or other third-party services that connect to the platform. Extra fees may be based on the following features:

  • CRM integration
  • Number of users
  • Training
  • Feature add-ons, SEO, social media management, content management plug-ins, SPAM analysis, email deliverability testing, customized landing page URLs, dedicated IP addresses, etc.

Each of these factors should be taken into careful consideration before choosing a marketing automation package to ensure the package you select is in line with both your budget and your needs. In addition, consider the size of your organization as well as scalability for growth.

On the low end, a small to mid-sized package will typically begin at about $300 per month. However, it should also be noted that pricing can range up to about $4,000 per month for higher-growth companies.

Interested in a demo of our marketing automation platform, free of charge? Click here to put in a request!

How to Run a Webinar: Building a Compelling Landing Page and Thank You Page

How to Run a Webinar

This is the seventh installment in the series How to Run a Webinar.

In our last post in this series, we talked about Promoting your webinar. The next step is to build a compelling landing page and “Thank You” page!

Build a Compelling Landing Page

Your marketing automation system should have some great tools in place to help you build a landing page and web form that’s styled and customized to fit the look and feel of your brand. Here are a few ways you can make a compelling landing page:

  • Keep your communication succinct and list out the three benefits to joining the webinar (what you’ll learn).
  • If the presenters are well known, consider putting a picture of the presenter on the page to personalize the event.
  • If you’re offering an incentive, make it clear to the user what that incentive is.
  • Keep the focus on the page, and converting the visitor. Don’t put other things like your website navigation menu or other links that could divert the user’s attention.

Build a Great “Thank You” Page

Similar to the landing page, you want the Thank You Page to be simple, with an easy way for the user to add the event to their calendar. Add a “add to calendar” button with instructions on how to add the event straight to their calendar. AddToCalendar has some neat tools to create buttons and links for this purpose. After the registration form is submitted, make sure to send a thank you email. All of this will increase your attendance rate.

In the next installment of How to Run a Webinar, we’ll talk about pre-webinar bonding.

Can’t wait to get your hands on the rest of this intuitive guide? Download the full white paper here.

Interested in a demonstration of our robust marketing automation tool?

 

How To Increase Your Click-Through Rate

CTRFrom email marketing to website offers, your click-through rate (CTR) is one of the most important metrics you track. People need to click to get to the next point in the funnel, so it is essential that you do everything you can to increase your CTR. After you boost your CTR, you will push more people into the purchase funnel and get more sales. Fortunately, it is relatively simple to boost your CTR.

Test Your CTAs

You should insert a call-to-action (CTA) each time you want someone to click on your website or in an email. Don’t choose just one CTA and reuse it. Instead, split test all of your CTAs to find out which ones work best. This will provide important insight into what your audience wants. Then, customize your CTAs for your audience (you could even utilize your database segmentations here!). Once you put the best CTAs in front of your audience, your CTR will get a huge boost.

Use Personalized Content

General content simply doesn’t convert as well as personalized content does. Use software that collects information about visitors and then personalizes the experience based on that information. From using the person’s name to providing relevant content, there are tons of ways to personalize people’s experiences. The better you are at this, the more your CTR will grow. Marketing automation can help you automate this personalization process!

Entice Your Readers

It is easy to increase your CTR and push people through the purchase funnel by providing some great offers. A free whitepaper or a free trial can go a long way in increasing your CTR. It is a good idea to test and personalize offers for your users. This puts the best offers in front of all of your visitors. When people click on an offer, have them give up some personal information so you can continue to customize the experience. Then, you can use the newly acquired information to increase your CTR even more.

If you can increase your CTR, you can grow your business. Use these tips to get people to click on your links and offers. The more clicks you get, the easier it will be to grow your business.

Get helpful analytics from our powerful marketing automation tool! Click here to learn more!

 

How Does Digital Marketing Impact Your Ability to Build Your Brand Awareness?

digital marketingDigital marketing has leveled the playing field for companies of any size to build awareness.  Unfortunately, it has created some unique challenges as well.  Whereas an established brand may have carried value for years (or even decades) with traditional media; brands may become stale or erode in a matter of months in the new media environment.

Taking a quick SWAT analysis of branding in a digital environment, we can quickly identify the following opportunities and challenges:

Strengths of Digital Marketing:  There’s a low cost/ease of entry. And, you have the ability to reach the world in one “market.”

Weakness: Your competition can create a lot of noise. New entrants can continually challenge your brand position.

Opportunity: A sustained/successful approach to digital branding will generate an influx of qualified leads. Converting such leads should cost a fraction of the cost of traditional media, and traditional sales efforts. The world can become your marketplace!

Threat:  If your competitor has a head start on you, it’s hard to catch up to their brand.  The greater their lead, the harder it is to overtake their position. Many companies have solutions that can out-compete their competition at every level, but lose opportunities because of their failure to win the branding war.

So What is the Solution?

Each solution is going to be unique to the company that is being advised.  What we do know is that nearly 100% of all purchases over $100 will result in some sort of online investigation by the decision maker and influencers.  As such, it is important to build your brand with a balanced approach of attraction (ex: PPC/SEO, retargeting, proactive outreach, etc), listening (visitor tracking, data intelligence, surveys, etc),  relevant communications/education (targeted email, direct mail, videos, etc), and execution (sales calls, relevant calls to action) and remarketing (effectively supporting and upselling to your existing list of fans and customers).

If you are interested in learning more about how you could build your brand,  Lead Liaison is currently offering a free brand analysis to all interested parties.  Simply click here to talk to someone about our process and to enroll in the program.

 

The Qualities of a Good Salesperson

salesmanIf you work in sales, you want to be the best salesperson possible. In order for that to happen, you have to know the qualities of a good salesperson. Then, you’ll need to work on those qualities so you can boost your sales.

Helpful Instead of Pushy

Some salespeople believe that if they push products and services, their customers will bite. Pushiness doesn’t sell, though. Helpfulness does.

You need to believe that your products have features that will help the customer. Then, you can provide insight that will help the customer make a decision.

Charismatic

Anyone can learn about a product’s features, but only charismatic salespeople can connect with customers. When salespeople are charismatic and likable, the products almost sell themselves. Sure, the salespeople still have to do some work, but customers actually want to buy from them because they like them.

Resilient

It doesn’t matter how skilled a salesperson is. He or she is going to suffer quite a bit of rejection over the years. Some people can’t handle the rejection. They lose faith in themselves and become less effective. A good salesperson is resilient and bounces back after a rejection. That is necessary in the sales world.

Ability to Take Initiative

Good salespeople take action when action is needed. They don’t sit back, waiting for something to happen. Instead, they make things happen with their ability to take initiative. If you find yourself sitting on the sidelines, it’s time to get involved. You can’t be successful unless you learn how to take initiative.

Coachable

Coachable people are willing to learn and adapt. They take a suggestion and incorporate it without any fuss. This allows salespeople to adapt to various systems and requirements. If you’re a lone wolf, you will have a hard time excelling in different environments.

All salespeople want to meet and exceed quotas and earn a nice commission. The best way to do that is to continually refine your process, be aware of your strengths, and work on the things that you aren’t so good at.

Interested in getting even more support as a salesperson? Click here!

Building a Brand Strategy

Do Not SurrenderFive or six years ago, John’s company was already spending money on things like SEO/PPC/Adwords and other affiliate programs to drive people to his website. The website was beautiful, informative and ahead of it’s time.  The results however, were abysmal.  The company had failed to develop a strong brand message and image.

Then something changed.  The company started to develop relationships through on-going content that consistently told a story, tone, and image.  People started to equate their messaging as the gold standard in the industry. Within a couple of years, people would call John and feel honored just to be able to talk with him.  Just a couple years before, these same people wouldn’t even call him back! So, what changed? Simple: He applied a brand that others were aware of, trusted, and would be top of mind when a need arose.

Oftentimes, companies assume that they are not ready to use marketing automation or brand strategy until they fix their website, improve their traffic issues, or develop an SEO /PPC/Adwords/Retargeting strategy. The reality is that your company cannot afford to wait a single day when it comes to building your brand reputation.  Each day that you wait is a day in which you raise the white flag of surrender to your competitors in the battle for the mindshare of your prospects.

Remember this:  You can have an effective marketing automation/branding approach without a website… but you can’t have an effective website without a successful and sustainable branding message.

Interested in learning more about how you can build a brand strategy with marketing automation?

 

 

After the Pitch: How Visitor Tracking Helps Sales Teams Follow-Up

inside informationIn the old days, companies pitched prospects and then had to wait and wonder if the prospects were going to bite. Now, you can follow your prospect’s every move once the pitch is over. With the help of visitor tracking, you can see how your prospects interact with your site. This provides invaluable information once a pitch is over.

Get Inside of Their Heads

Visitor tracking allows you to act as a mind reader after you’ve made your sales pitch. You know what you presented to the prospect, and now you can see if it sunk in. You can see if the prospect is reading up on information that you talked about during the presentation. For instance, if you find the prospect reading up on a product that you pitched, you know he or she is interested but wants to learn more. The prospect is still in the research phase and deciding if he or she should pull the trigger.

If you see the prospect fixated on your pricing page, you know that the price is the main concern. He or she might need a special offer to take action. Maybe you see that they are looking at another one of your products a little more closely. Dropping an email asking if they need more information on your other products might be of interest to them now.

Determine What the Pitch Lacked

No matter how prepared you are, even the best pitch often lacks something. You might see what yours lacked through tracking them on your website. For instance, as mentioned above, you might find your prospect checking out different types of services. He or she might be interested in something else entirely so you will need to shift your focus. By understanding what your pitch lacked, you can make adjustments when you follow up with the prospect.

Decide When to Follow Up

When you track your prospects, you also know when to follow up. You can use various lead scoring techniques to determine when the prospect is ready to take action. Then, you just need a well-timed follow-up call to reel them in.

If you’re interested in converting your prospects to customers, visitor tracking is an important asset to have in your marketing arsenal. The more you know about your prospects, the easier it is to convert them. With marketing automation, you can speak their language and give them what they want.

Interested in a demo of Lead Liaison’s Visitor Tracking product, ProspectVision™? Click here!