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Is Geotargeting Right for National Brands?

Is Geotargeting Right for National Brands?This Marketing Profs article discusses the marketing issue many national brands face: geotargeting to smaller areas is often impossible, leaving local businesses to fill in the gaps in the market. The result is local market representation failing to become part of a company’s overall strategy – therefore, lost revenue.

Local marketing strategy and geotargeting are only one piece of a larger marketing automation puzzle. For businesses, the implementation of the right marketing automation strategy is only the beginning of the plan – not intended to be the plan itself. It’s important that large national brands that are thinking about geotargeting consider if they have the staff and resources to address the geotargeting data that emerges from marketing automation implementation.

Understanding Geotargeting

The first step in considering geotargeting for large national brands is to get an idea of what goals the brands are hoping to accomplish. Ultimately an increase in sales and revenue is always the goal, but so is identifying whether or not the associated costs will be worth the investment.

For instance, if every geotargeted customer costs $100 in marketing dollars to obtain while the typical revenue per customer is $70, there’s a problem. Marketing automation is a good way to understand these ROI disparities and determine whether or not geotargeting is worth it for a larger business.

Marketing Locally

Marketing automation is also great for building localized lists. Having a standard set of users to continuously target will show you if your geotargeted marketing campaigns are as effective as possible. The sum of the geotargeted parts is your end user base in any given area, so it’s important to understand that marketing to a cluster of users in a singular location is essentially what you’re going for. Your end users are your bread and butter, so carefully monitoring how they use your marketing automation campaigns will make all the difference.

It’s important to work with a marketing automation firm that really has it together and can implement geotargeting effectively. After everything is set up, the available data stream is up for the company’s interpretation and use. Marketing automation set up is only the beginning – from there, companies need to be able to rely on their company’s support to help interpret data and figure out how to run their geotargeting efforts on a consistent basis.

Lead Liaison has some of the best customer support and follow-up in the business. We work with large and small brands alike and would love to chat with you about geotargeting your business! Contact us today for a free consult.

Why Small to Mid-Sized Businesses Should Use Marketing Automation for Prospecting

I Love Prospecting with Lead LiaisonProspecting is a headache for most sales reps. Sales people get pressure from leadership to sell faster and meet the demands of the current quarter. As the day-to-day pressure mounts salespeople get distracted and lose focus on prospecting as they concentrate more on closing existing deals in late pipeline stages. What salespeople wind up with is more business at the bottom of the funnel but a very non-existent top and middle of the funnel. For small to mid-sized businesses these issues compound as smaller companies have less resources to work with.

It’s vital salespeople close deals and prospect at the same time. However, it’s unrealistic to think most salespeople will be consistent with their prospecting efforts. Using sales automation, salespeople can be ultra-efficient, almost like an assembly line, with a systematic and scalable way to prospect. Marketing automation software for small to mid-sized businesses helps salespeople use automated workflows to “chase” prospects once they’ve identified their targets. Prospect communication happens in the background using multiple touch points, something that’s imperative when prospecting, to connect with your prospect. Executing such a process looks like this:

  1. Add the contact to your CRM
  2. Add the contact to a Lead Liaison Workflow
  3. Boom! A series of 2-week communication automagically chases your prospect by sending them personalized communication
  4. When prospects engage, you’ll know about it in real-time and remove them from the Workflow

The flow chart below depicts a sample Chase Workflow that a small to mid-sized company might build to automate sales prospecting. I promise, we can make you love sales prospecting!

Let us know if we can help you build this awesome process into your sales organization.

Marketing Automation for Prospecting

2 Week Chase Workflow

Business Intelligence and Visitor Tracking Solutions

Visitor Tracking IntelligenceBusiness intelligence can benefit a business at any size or level, and visitor tracking is an important part of that intelligence. Many small businesses look past marketing automation as a viable option due to size, not enough staff on hand, etc. However, with the right marketing automation tools in place, small businesses can utilize the same type of visitor tracking and business intelligence tools that larger businesses use.

Lead Follow-Up

Small businesses won’t become larger without figuring out how to sell more and how best to utilize leads. Smaller businesses may be using tools that weren’t necessarily meant to track leads just to keep all their data straight. For example, Google Docs is a powerful, flexible tool, but isn’t necessarily best used to classify the movement of leads through your funnel or different buyer stages.

The right CRM can do that – but paying for an enterprise level CRM plus all the other tools you need can be a waste of money when your relevant business leads and successful advertising information can be funneled through one solid backend.

Marketing automation tools aren’t just about keeping track of lead flow – they’re about managing information in one easily organized place. With the right visitor tracking systems in place, any member of your team should be able to check in, get an idea of what ‘s happening and use that business intelligence information to better determine how to sell to clients.

Visitor Tracking and Onboarding

Ease of use is one of the most important components of using any marketing automation dashboard. A smaller company that can best care for the individual needs of a small business is best. Within that smaller company is housed various team members who need the right training to use whatever business intelligence or visitor tracking systems are in place. Training is crucial – you don’t want to pay for a tool that you or your staff members are never going to use.

It’s important to take your time making the right choice for a marketing automation company. The marketing automation giants out there offer plenty of solutions with built-in visitor tracking – but are they going to take the time to train employees and get everyone on-boarded? Working with a smaller marketing automation company can be better because every client counts – so every function that’s utilized, every staff member that’s trained and every tick in your “sold” column keeps the machine running.

Talk to Lead Liaison specialists today about how marketing automation can take your small business to the next level!

You’ve Got Visitor Tracking Going – Now What?

Visitor Tracking - Now What?So you’ve been using marketing automation tools to engage in visitor tracking for your business and you have all the data you could ever hope for. What’s next?

Visitor tracking isn’t something all businesses are doing, but they should be. The in-depth information provided by the knowledge of who is visiting your site, how long they stick around and what they’re clicking on can provide advanced intelligence data you never thought possible. We’ve already established how great it is to have this info – but what do you do once the data starts coming in? How can you make the right decisions for your business based on the data you’re seeing?

All the Articles

When users engage with business websites, many of them determine the service value of the company they’re researching based on what kind of content or information the business provides. You may look at visitor tracking data and find that users are clicking on or paying attention to certain blogs as opposed to other areas of content. Maybe more visitors are finding your blog entries or other content via entry from Google. What does this tell us about the way you can use this information in future marketing efforts?

First, if users tend to engage with certain content and you don’t have a sign up box somewhere on your page, you’re missing a valuable opportunity to get users into your information funnel. Promising similar content to the kind that’s really engaging users is a great way to grab email addresses and get your customers that much closer to a sale.

You can also use this as an opportunity to get users further engaged with your website. Info blocks that promise similar content if a user clicks on a story can be really helpful in getting users to spend a fair amount of time on your website, therefore seeing you as a trusted content source. 

What About Advanced Visitor Tracking?

When you’re able to log individual users based on identifying information such as an IP address, you can use this information to tailor your content to what that user wants to see – or to have an agent chat with them in a way that can better capture a sale. There’s no shame in preventing your value proposition in a way that gets you closer to a sale, specifically if you know which individual user your sales staff is talking to.

Lead Liaison offers advanced visitor tracking via its marketing automation services. Talk to us today and discover which marketing automation opportunities will best serve your business!

 

HubSpot Files to go Public – What Does That Mean for the World of Marketing Automation?

HubSpot Files to Go PublicAs of Monday, August 25, HubSpot, an industry leader in inbound marketing software solutions, has filed with the SEC to go public. What does the success of HubSpot mean to the rest of the marketing automation community and why should small business owners explore similar solutions? First of all, the ability of HubSpot to go public indicates a level of success: they have plenty of clients that use their service, use their service repeatedly, and refer the service to colleagues. There’s a clear demonstration of market activity in the internet marketing industry, and marketing automation in particular is seeing a significant increase.

We can read this as: something’s working. Success markers of the industry reflect buyer confidence in the solutions they’re paying for. Taking this a step further, we can imply the close rate of users utilizing marketing automation has increased with the implementation of the software. Win-win.

While there are several marketing automation services available, it’s critical to the success of your business to choose the one that fits best with your needs and budget. VentureBeat has an excellent report on the ins and outs of several marketing software solutions. “There’s tremendous growth, tremendous opportunity, and tremendous upheaval in this market,” report author Wendy Schuchart says.

Lead Liaison demonstrates how individual solutions can make a world of a difference in B2B marketing, for example, with a solution called “sparks” as part of their Revenue Generation Software® suite. Sparks automatically triggers actions based on a particular action taken by a prospect. This proves to be an excellent answer for small businesses that have a limited sales staff.

Our marketing automation solutions were finely crafted for small to mid sized companies. With HubSpot moving up the food chain we’re enjoying our leadership position even more now. – Alan Page, VP Customer Services

Case in point, imagine one sales rep in charge of a product line. They have calls scheduled to check in on qualified leads, demos to perform, sales metrics to evaluate, etc. In a small business that’s actively growing, sales reps simply do not have the time to successfully nurture prospects, track visitors, score them properly, and appropriately follow up with every single prospect that interacts with your landing page.

Why is Website Visitor Tracking Important?

Understanding Why is Website Visitor Tracking Important?Many companies that engage with Lead Liaison are looking for website visitor tracking. The premise is simple – knowing which consumers are looking at a web site places a business in a unique position of power. Truly, visitor tracking is the key to business intelligence for companies of all sizes. Knowing who happens to be looking makes inciting clients to buy that much easier. So why aren’t more companies doing it?

Website Visitor Tracking – Who Can Do It?

Many companies don’t engage in visitor tracking solutions because key staff don’t really know that it exists. Google Analytics is one of the most popular tracking platforms out there – and as a general TOS rule, doesn’t allow individual visitor tracking or the flagging of particular IP addresses. As a result, many companies that could use visitor tracking never seek out the solution, or deem it impossible.

The truth is, tracking software that works with Google Analytics AND does individualized visitor tracking is out there. There are many different types of tracking available – however, it’s important for companies to engage with visitor tracking solutions that meet the company’s overarching needs. In order to find the right solution, staff should discuss overall campaign goals and KPIs.

What Are Businesses Looking to Achieve?

Individual businesses want flexibility, but businesses also need power and sophistication. Marketing automation is perfect for any sized business because the right automation software won’t just track visitors – it will give businesses a great deal of intelligence related to the individual visitor, where they are in the conversion/overall sales process and how best to proceed in order to guarantee a sale.

Many other tracking solutions leave out important steps in this process. A tracking solution that allows individual visitors to be flagged or identified may not then distribute that information in an easy to understand report. Likewise, visitor tracking may not lead to information incorporation into individual marketing campaigns, or have any relativity to overall marketing goals.

This is where marketing automation steps in. With the right solution, businesses can identify individual visitors, get an idea of where they are in the conversion process and lock in on the best next steps to ensure a sale. Whether it’s sending out a targeted email to the user, setting the user up for a phone call or disqualifying the user entirely, visitor tracking solutions as part of a marketing automation program offer flexibility and sales process intelligence that can’t be found elsewhere.

Lead Liaison doesn’t just track visitors – our marketing automation software places visitors in lead funnels that help companies determine what needs to be done to make a sale. For a tour of what we do, contact us today and we’d be happy to consult with you!

 

Ethical Visitor Tracking

Make Sure You Have Ethical Visitor TrackingThere will always be buzz in the analytics community about whether or not visitor tracking is ethical. With Facebook’s latest Messenger company and online privacy issues hot on the minds of many internet users, the issue of what data a company should or shouldn’t have access to will likely remain a hot news item over time.

Regardless, is there anything wrong with companies using visitor tracking to meet their potential or current clients’ needs? When is visitor tracking ethical or unethical? How can businesses ensure their visitor tracking complies with the email programs, analytics programs and marketing automation software they’re using?

When Is Visitor Tracking Ethical?

Visitor tracking is all about logging information on individual website visitors for business intelligence use. Having this information on hand allows businesses to determine which action to take that might result in a conversion from the visitor. Whether this is logging IPs, collecting emails or initiating chat with a user, getting personal information about users can be beneficial for many businesses.

So when is this type of tracking ethical? When a user willingly gives a business information such as an email address, phone number, street address or any other personal data, they’re essentially giving their permission to contact them. Knowing who that user is by logging their IP and identifying further visits to determine which marketing methods might be best is permissible.

Here’s when it gets tricky – the sharing of information with other net properties or other businesses violates privacy all the way around, can be illegal and gives individual users due cause not to trust a business or engage with them further. It’s important for businesses to disclose that they take privacy seriously, and give users a 100% fair and complete expectation of what will be done with their data.

The Appropriate Disclosure

This Lead Liaison blog entry details how unethical visitor collection practices violate user privacy and could cause problems for businesses. To avoid issues, businesses should make sure they are engaging with software and visitor tracking solutions that are ethical at their core. Many marketing automation solutions have the tracking power available to provide business intelligence without violating ethics or spam or privacy laws.

At Lead Liaison, we take privacy and ethics very seriously. We work to make sure clients can get the intelligence they need without compromising user security or the trust of current or potential clients. To find out more about how our ethical visitor tracking solutions work, contact us for a consult today!

 

The Best Social Commerce Networks for Lead Generation

The Best Social Commerce Networks for Lead GenerationHow has the face of the marketing evolved since the origination of social networks? Before the spread of social media, good business relied solely on consumer-company interactions. In the modern day, businesses continuously search for ways to convert their consumer-company relationships into sales but the standard look of these relationships has changed. The focus has shifted from consumer–company relationships to consumer–consumer interactions. People will search in google for customer reviews of a product before they purchase because a customer is more likely to trust another customer than a company trying to make profit.

Promotion of a good product in creative ways increases lead generation, but social commerce is key to driving sales. Social commerce comes in many forms including customer reviews of services and products, sponsorship deals, advertising, etc…Any type of consumer-generated content sharing is a form of social commerce.

Content-sharing is the basis of social media. In the digital age, social media has a large impact on the success of a business. From a consumer mindset, the size of their internet following determines a business’ quality of product and validity. A plethora of social networks exist, but in terms of social commerce, some are better than others. The only question is which sites work best for lead generation?

Below we take a look at the 4 major social commerce websites:

Facebook

Facebook commerce, better known as F-Commerce, launched in 2011 when companies realized that the social network had a reach of 750 million users. Many people, young adults in particular, gather their news or updates from their Facebook newsfeed. Mainstream society no longer depends primarily on printed media to spread important information. Article-sharing, hashtags, and status updates encourage genuine lead generation among consumers. There are four types of F-commerce: Facebook-onsite selling, Facebook-initiated selling, selling via Facebook, and iFrames/Facebook App. By using plugins, links, consumer engagement, and allowing for creative displays, Facebook remains a viable source for increasing lead generation.

YouTube

As a video platform, YouTube is notably successful at lead generation. Studies have shown that colorful graphics and videos are good at attracting a consumer’s attention. In fact, it’s been said that YouTube marketing makes lead generation 50 times more successful than any text-based promotion. Online videos are inexpensive to make and possess a longevity that articles don’t have.

Polyvore

Polyvore launched in 2011. It allows users to create collage-sets displaying different fashion and beauty trends of their own invention. The site allows the consumer to sell the product by encouraging personal creativity and lets the users promote their own designs. The materials on their collages are directly linked to product sites. The accessibility of products and the use of consumer support increases lead generation.

Trendii

Trendii and Polyvore share similarities, but Polyvore is limited to beauty and fashion. Trendii allows their users to create boards with any topic they desire. The site helps the consumer sell the products by establishing creative environments of user-design; Trendii effectively taps into the consumer–consumer interactions that people value. Trendii manages to help people connect virtually, widen their impact, sell to other consumers, and inspire others with their personal creativity. It takes the trending nature of global conversation and ties it to user interests. The strong consumer–consumer relationships built on the site will likely increase lead generation for products massively.

All social networks are not created equal, but sites such as Twitter, Vine, and Pinterest are making a play towards social commerce as well.

Always remember that your consumers are your best marketing strategy.

Alternatives to Optify

Alternatives to OptifyOptify hit a brick wall in Q4 2013 and closed their doors. That’s unfortunate for the approximately 1,000 companies that currently have Optify installed on their website and are not using a marketing automation solution. We hate to see businesses close shop, but at the same time we’re delighted to offer new opportunities to former Optify clients. The good news is that former Optify customers have alternatives to Optify that they can choose from.

Lead Liaison provides a powerful alternative to Optify with our marketing automation platform. Former Optify clients can make a smooth transition to Lead Liaison through our “easy to use, easy to buy” philosophy.

Marketing agencies can also make a smooth migration from Optify to Lead Liaison with our marketing automation for agencies solution.

Lead Liaison is a cost effective alternative to HubSpot, Pardot, Marketo and other similar solutions. The platform offers all the same features you’ll see in the aforementioned solutions with a handful of innovative features never seen before in marketing automation, such as content creation, multi-channel marketing, and a robust application programmers interface.

 

Top 7 Ways to Maintain Customer Retention through Marketing Automation

Customer RetentionIt’s easy to get lost in the process of lead generation, mindlessly nurturing and scoring in order to convert and build your customer base. However, just as a top-scoring, warm lead is easier to persuade to sign the deal, increasing your customer retention even as little as 5% can produce increase in profit from 25% to 95% percent. Technology makes it even easier to keep in tune with your buyers and ensure you’re staying on their good side. Check out these top seven ways to maintain customer retention through marketing automation:

  1. Understand the insightful feedback. Your current customers are already giving you valuable market information. Check their activity on your site—what are they clicking, downloading, and sharing? Also, don’t forget to encourage feedback from them, whether through social media surveys, website forms, or directed email marketing campaigns. These customers have already been converted, chances are they are nearly guaranteed hot leads with insightful feedback on your products.
  2. Drip Marketing. Maintain customer retention through marketing automation by utilizing personalized drip marketing campaigns. They didn’t open your last email? Try segmenting those customers and sending them a second email, targeted at their needs.
  3. Stay in touch. Don’t quit your lead scoring just because they’ve converted. Continue to score them and determine which content you’re producing is most valuable to (lifelong) customers. Provide helpful how-to’s on the best practices and most recent updates on your products. Cultivate this relationship to maintain customer retention through marketing automation by scheduling regular touchpoints with buyers at least once a month.
  4. Don’t get caught up in filling the top of the funnel. Lead generation will no doubt be an imperative player in your company’s success. There’s no reason to forget about the bottom of the funnel, though. Don’t miss out on your opportunity to capitalize on the leads that are already warm and proven to be ready to buy.
  5. Give them what they want. Analyze buying cycles, particularly those of your current customers, and remind them when they want to buy based on their previous behaviors. For example, if your product is a yearly software program, send out a notification a few months before their service expires, giving them a personalized reminder to renew. Maintain customer retention through marketing automation by giving your customers what they want and when they want it.
  6. Thank them. Give them a special coupon code on their buying anniversary or provide a unique offer right after their purchase. Incentivize them to share your product with others as well through referral systems. Use social media to provide a contest among followers, encouraging their interaction and engagement (AKA business insight) with your company.
  7. Provide the solution. Chances are, your buyers put their trust in you. They count on you to be the expert; in fact, they’re probably paying you to be the expert. Don’t let them down by providing shotty customer service or not updating your resources regularly. Use creative and timely content to maintain customer retention through marketing automation practices.