Category Archives for "B2B Marketing"

multichannelmarketingbusiness

3 Incredible Lessons In Modern Multi-Channel Marketing

Marketing in a widescale manner is like firing a shell from a shotgun:

The massive blast sends projectiles flying everywhere, so chances are you'll hit something, but likely miss hitting your target, or audience.

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Contrastingly, multi-channel marketing is like firing heat-seeking missiles: Each missile takes a different route, but they inevitably wind up reaching their intended targets, or audiences.

To market effectively, you'll need to do a little bit more than launching — or delivering — ads at consumers through every possible channel.

Instead, focus on adhering to conventional marketing principles, while also utilizing the latest behavioral analytics and technology.

Here are a few recent trends and lessons in multi-channel marketing that businesses are employing to establish an active, potent presence across various mediums, while making sure to stay on target.

1. Online Live Video

Operating a YouTube channel is a good way to build an audience and reach specific markets. However, using it efficiently as part of a multi-channel marketing campaign requires more than simply posting video advertorials.

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Today, the most successful brands on YouTube use the platform to build audiences and brand awareness. From there, these companies' main objective is to direct subscribers to their website to convert them into customers.

To do this, multi-channel advertisers use a conventional call-to-action marketing tool that essentially tells their viewers what to do, how to do it and why to do it. However, they pair this with a modern trend: live streaming videos.

A prime example of a brand that does this well is Dunkin Donuts.

Understanding that selling coffee and donuts requires a sensory appeal, Dunkin Donuts offered viewers last year around Valentine's Day a live, inside peek of the company's test kitchen and showcased how new products are created.

The video hit both YouTube and Facebook and incorporated the company's website at the end.

2. Cloud Contact Centers

Traditional call centers have fallen out of favor since the costs to operate and maintain them are astronomical. Indeed, the price of purchasing or leasing a facility — in addition to managing annual operating costs and employee salaries — equates to a budget-eating call center. In the end, call centers offer little to no ROI. Cloud contact centers, on the other hand, require little to no capital investment and pose lower integration and start-up costs.

Cloud contact centersCloud contact centers

CLOUD CENTERS

In addition to being more fiscally prudent, cloud contact centers offer more applications than their archaic predecessor (the call center), which are limited mainly to, well, calling.

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Cloud contact centers can reach target markets through more channels, such as email, chat, SMS and social media. Plus, these call centers can reach more obscure audiences, making them ideal for multi-channel marketing campaigns.

3. Customer-Turned Advocate

Potentially the most significant, current multi-channel marketing trend forward-thinking companies are adopting is allowing influencers — from everyday people to celebrities — the means to advertise products for their favorite brands.

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Though not a new concept, advocacy marketing has demonstrated a resurgence, as it lends itself quite well to online platforms.

Built on a foundation of an excellent consumer experience, advocacy marketing happens when a brand empowers its customers to tell a story and rave about their experience with its products or services.

It can be organic or orchestrated, but businesses must pay attention to the behaviors of its consumers and anticipate their needs if advocacy marketing is to be used effectively.

Furthermore, providing consumers with more options through multi-channel marketing means brands must engage with their customers, provide them with options, and identify whom among this crowd demonstrates supreme knowledge of and passion for the brand.

These consumers then become featured brand advocates.

In the end, multi-channel marketing is largely about understanding modern audiences and motivating these groups and individuals to respond positively to a brand's products or services.

Though methods may change, marketing itself can be a fickle game — but keeping up with modern trends can assure your brand stays in it and remains relevant.

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
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10 Cloud-Based Apps for Web Designers

With mobile devices now accounting for 51 percent of American adult Internet usage, it’s not surprising that web design has followed the Internet’s move to the cloud.

A signal of the sea change came in 2013 when Adobe dropped its traditional desktop-oriented Creative Suite in favor of its Creative Cloud line.

This was a move that initially outraged veteran Adobe desktop users but which ultimately tripled Adobe’s recurring revenue and stock value, McKinsey & Company reports.

Today web design is mobile oriented, and designers typically work on their mobile devices from the cloud. Here are 10 cloud-based apps that web designers find handy.

1. Mozy

Backing up your website is vital for disaster planning to make sure you don’t lose all your hard work and your online business doesn’t go down. Mozy provides automatic cloud-based backups that you can set and forget.

Mozy’s cloud backup feature comes with MozyPro with pricing starting at $109.89 a year for 10 GB or with MozyHome starting at $5.99 a month for 50 GB. An enterprise version is also available.

2. Adobe Animate CC

Adobe Animate CC is the current successor to Flash, the longtime web animation standard which Adobe is now phasing out due to security issues, software changes and battery life limitations, Fortune reports.

Adobe Animate CC features include animation creation, the ability to convert old Flash ads to HTML5 Canvas, vector art brushes that let you modify and rescale drawings without losing quality and export tools for exporting video to 4K resolution.

You can get Adobe Animate CC as part of a Creative Cloud Single App plan for $19.99 a month, as part of the entire Creative Cloud apps suite for $49.99 a month or with Adobe Stock plus Creative Cloud for $69.98 a month.

3. Affinity Photo

Serif’s Affinity Photo is emerging as a cloud-oriented rival to Adobe Photoshop. Designed for Macs and named by Apple as the best Mac App of 2015, Affinity Photo provides a dedicated RAW editing workspace compatible with all major camera file formats and supports Photoshop files.

Among other advanced features, Affinity Photo’s layering method lets you adjust images and vectors without disrupting them, while providing instant previews so you can edit in real time. Affinity Photo is currently available for $49.99 with no subscription needed.

4. Codeanywhere

For designers who want to be able to work from any location, Codeanywhere provides a cloud cross-platform integrated development environment that supports development from anywhere using a web browser and mobile device.

Written entirely in JavaScript, Codeanywhere runs entirely in-browser, includes an FTP client and Dropbox integration, features a sandbox with MySQL support and supports over 75 programming languages. Pricing ranges from a freemium version to a business version for $40 per month.

5. Sass

CSS can get hard to handle when you have to juggle multiple style sheets to manage thousands of lines of code.

To deal with this issue, smart web designers rely on CSS pre-processors, the best known of which is Sass (Synthetically Awesome StyleSheet). Sass helps you create code that’s easy to maintain by letting you write CSS in the style of programming languages with variables and functions, for compiling into browser-ready CSS format.

An open-source program, Sass is free to install.

6. CodeKit

Like multiple CSS sheets, projects with multiple HTML pages can get cumbersome when you have to change one element across multiple pages.

To make editing easier, the CodeKit template engine adds variable and file import ability to HTML to let you make changes to multiple pages from a single template instead of editing pages individually.

CodeKit pricing options currently range from $32 to $39.

7. GridFox

Getting your layouts to display properly across a wide range of strings can be tedious. GridFox makes design layout easier by superimposing a reference grid over any webpage so can check your grid-based designs.

You can also modify grids and save them to the cloud for future use.

A Firefox add-on, GridFox is free.

8. Balsamiq Mockups

Wireframing simplifies web design by visually stripping sites down to their essential functional and user interactive elements.

Balsamiq Mockups lets you do wireframing from the cloud by providing hand-drawn style elements you can drag and drop to preview your site.

Pricing for the cloud-based version of Balsamiq Mockups ranges from three active projects for $12 per month or 100 active projects for $199 per month.

9. Grunt

Web design tasks such as minification and compilation are repetitive.

Task runner program Grunt automates repetitive tasks by letting you install JavaScript plug-ins or by writing your own task scripts.

An open source program, Grunt is free.

10. Dropbox

Storing and sharing files is an essential part of collaborative web design.

Dropbox makes it easy to share files of any size between your devices or with other users by using simple drag-and-drop features.

Dropbox is free for 2 GB of storage space and costs $9.99 per month for 1 TB.

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Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
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Reasons To Build An Interactive Tool For Content Marketing

The ability to evolve and the agility to pivot in response to trends are crucibles upon which marketers’ work is often judged by consumers and organizations alike. One area in which this is especially apparent is content marketing. As surely as digital content marketing has become elemental, so too has the Web’s indiscriminate urge to disrupt it. – dmnews.com

How many times have you taken some sort of assessment or quiz online for fun?

Maybe it was a searcher behavior quiz (SEO) or a content marketing assessment that you accessed, to learn more about what you might be missing.

Or, maybe you took an assessment or tried a useful calculator from a known, online brand?

The bottom line is that unless you have been living underneath a rock, you have heard or seen a number of different quizzes on a wide variety of subjects online.

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The interactive content sweetspot focus areas (From convinceandconvert.com)

These quizzes are actually everywhere, so it is normal that you will see them going across your news-feed and taking over a big part of your social media experience.

They are becoming more and more popular in use for B2B marketing professionals as well.

“People aren’t satisfied with one-way communication anymore; they want to participate in a conversation. This is where interactive content comes into play. Instead of creating long, static documents, consider creating ‘choose-your-own-adventure’ style assets”
Peter Arvai, CEO of presentation software company Prezi

“The shift from the traditional “click->landingpage->emailcapture->provideanswers” is turned on it’s head, of sorts. It’s about solving problems first, and providing (immediate) answers and leveraging content marketing second.”

However, these quizzes and interactive content engines are actually used for a whole lot more than simply taking up some time or as a fun way to brag to your friends about the great results that you got on a quiz.

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The new interactive content marketing map (ioninteractive)

These online quizzes are actually a powerful framework and toolset that you can use for lead generation and viral engagement for your website.

Examples of interactive content tools you can add to your websites, blogs and social media channels:

All you have to do is strategically place an email capture just in front of the results of the quiz.

Most of the quiz takers are going to be itching to find out what their results are, so the best quizzes will actually fall in line with about a 50% opt-in rate. Plus, the lead quality is often higher.

chaosmap seo blogging tips

Take the Chaosmap Content Marketing Quiz right now. (Disclaimer: This is our software, developed as a WordPress plugin)

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When you want to be able to use a quiz on your website to help you with some great lead generation you will find that there are some major ways that you can really maximize your conversion rates.

A recent study from B2B Content Marketing Trends showed that ‘Producing Engaging Content’ was the biggest challenge, right before ‘Measuring Content Effectiveness’. 

b2b-content-marketing-biggest-problem

From ContentMarketingInstitute.com (CMI)

A new breed of marketing talent and content know-how will be needed, because interactive content also requires design and development expertise.

How to start building interactive content?

To begin a interactive content strategy, ask what data you want, and what service your buyers want.

Compare and contrast with what your sales teams want. Ask them to cooperate on building a quiz for the highest MQL‘s (marketing qualified leads) possible. Always keep your intended audience in mind first. How can this quiz really help them make decisions?

You’ll begin to see a positive shift in your sales accepted leads (SAL), all while your are educating and helping your customers and prospects. That’s a winning formula.

Another example is what Dell has done with their Mobile Assessment – it’s an interactive quiz. And, it is helping your IT leadership understand, prepare and take action on the IT concerns that exist within this topic. Dell provides value first.

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https://marketing.dell.com/mobilityassessment – Dell Interactive Content Marketing

Connection Is Crucial

A popular trend today is that the highest converting quizzes are doing a great job of building up a decent rapport with their quiz takers well before they present the offer to opt-in.

As a person looking around online today, we all enjoy the ability to have a great conversation.

Talking with another person is a process that releases Oxytocin, which is a drug in the human body that makes us feel good.

These quizzes that are able to succeed on a conversational level are also those that generate the most leads.

In order to do so, you need to be able to create a connection, which can be done by using your personality.

Here’s an example of what Orbitz has done with a fun travel quiz:

interactive-quiz-orbitz-example

Orbitz Travel Quiz Example

Any quiz that comes off as having personality will have the feel of being more human, which will then help the quiz taker to feel more comfortable so that they are willing to fill in their email address.

Wit and charm can go a long way to make someone feel as though they are talking to a real person when filling out a quiz that is filled with snark and personality.

Additionally, you can take the initiative to create your quiz as though you are talking to an actual person.

This can be done simply by thinking about a person that would enjoy your content or the quiz and write it as though you are speaking directly to them.

Stay Relevant

If you are putting together a quiz for your website that is going to be all about content marketing, you need to have a call to action that has to be about CONTENT MARKETING.

By the same token, if you are putting together a quiz on sharpening your writing skills, the call to action has to be about writing skills.

Basically speaking, the content has to be able to provide an experience that is continuous in order to captivate a quiz taker and there should be no call to action that is a surprise.

Understand Lead Generation

If you are going to be asking for permission to send emails to someone, you need to understand how the trade of lead generation works.

The emails are entering into their inbox and they will end up taking up space and the quiz taker’s valuable time.

Because you are asking for something of value, you need to be able to give them something that is valuable in return.

With each quiz that you are using for lead generation, the value will be in the results. This will mean that the more involved the quiz is, the more valuable your results will be.

You need to remember that having the approval to email someone is something that you should not take lightly.

chaosmap seo blogging tipsWe recommend displaying the results right after the quiz, and not holding the quiz taker ‘hostage’. Provide the results and recommendations, but allow them to download the results and get more relevant information by entering their name & email. (Note: test this for your own market!)

Solve A Problem

If a customer is going to be asking you a question, the chances are that there were other customers that have had the same question whether they realize it or not.

Some of these customers may simply be too shy to bring up the question or they just feel as though they would not enjoy the answer to the particular question.

Answering the questions that any of your current or potential customers may have will be the perfect way to generate content that you know they will appreciate.

Positive Is Always Better Than Negative

The bottom line is that there are two ways that you can offer your help:

  1. One way is telling quiz takers that they are in trouble and they need your services so that they can get out of trouble.
  2. The other way is to tell people that they are great, they just need your services to make them even better than they are currently.

Some of the quizzes that are the highest converting are those that will give people fun and really helpful answers to the questions that they have or those that are going to test them on their knowledge or expertise.

Social sharing / viral opportunity

Everyone likes to hear that they scored better than a friend or a family member on a quiz, so they will be more than likely to take the quiz themselves so that they can have bragging rights.

Keep your quizzes to the point, make sure that they load easily and always be strategic about the content that you have as well as the placement of your opt-in form.

Conclusion

When all is said and done, you will see that a well planned out quiz and interactive content can be a perfect viral engagement tool for your website.

Make sure to add social widgets (Twitter, Facebook, Google+, LinkedIn share buttons) and create sharing texts that entice the audience to take it also.

The power of the interactive content marketing model actually lies in the personalization. So, make sure that you are smart about the lead boxes that you use and have fun with your quiz options.

Brands can take their content marketing to new levels with interactive content and quizzes while providing great value, and making their sales teams excited about the new daily leads they get.

Want to get started?

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
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Data-Driven Marketing: The 6 Immutable Laws To Follow

Data driven marketing is not just a way for businesses to refine and target their marketing efforts more effectively, but it has become a REAL expectation from customers as well.

“Arguably, the most important evolution in the history of marketing is the ability to understand what data you have, what data you can get, how to organize and, ultimately, how to activate the data” – Mark Flaharty, SundaySky

In its analysis of 2015, the analytical data platform Teradata (Download PDF: Global Data Driven Marketing Survey Report) revealed that “customers have grown accustomed to marketers’ knowledge of their preferences and anticipation of their needs.”

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Tweet: This implies that data driven marketing is not seen as intrusive but rather, is well-received. - Jon Rognerud (@jonrognerud)Therefore, the following appears to be true: (Please RT – click on bird!)

“Customer feedback implies that data driven marketing is not seen as intrusive but rather, is well-received” – Jon Rognerud (@jonrognerud)

Businesses are recognizing the need for data driven marketing and many are seeing how it aligns with their business goals and expectations.

They understand the importance of focusing on consumers and better predicting their actions, habits and preferences.

The biggest drivers of increased data marketing include:

  • Maximized efficiency of marketing investments
  • Improved knowledge of customers and prospects
  • Improved alignment with consumer preferences and needs
  • A growing availability of audience data, providing better data capabilities
  • A need to become more customer oriented

However, knowing why data driven marketing is important is different than knowing where your efforts need to focused.

While one of your primary goals may be to improve the efficiency of advertising campaigns, you need to know what type of data is going to help you accomplish this as well.

Data gathering efforts are typically focused toward:

  • Data related to offers, messages and content
  • Product development
  • Customer experience
  • Audience analytics and measurement
  • Predictive analysis

By capturing data in these categories, businesses can use the information for better consumer engagement across numerous channels, online and offline.

Some of the most popular channels for data driven marketing include websites, mobile apps, call centers, social media, in-store, direct mail and catalogs.

Don’t take my word for it though… let the data tell you this.

Data provides a logical approach to outlining your marketing strategies. Through testing and analyzing various channels, you can find which ones work well for your business.

As an example, while mobile apps can be effective in many industries, they aren’t suitable for all and there’s pre-existing data to prove this. You can use this data for determining the practicality of investing in these areas.

Data driven marketing is beginning to be recognized for the opportunities it creates as well.

Businesses that allow data to guide their marketing priorities are able to personalize the customer experience with:

  • custom messages,
  • acquiring analytical skills that can be used to leverage insights,
  • get higher customer acquisitions,
  • boost conversion and retention rates,
  • and improve efficiency by significant margins.

It is only a matter of time before the right data crosses your path. There is no better way to acquire data than to test the waters, make mistakes and learn from them.

That’s not to say that you will have issues. In the Teradata report, there are obstacles preventing marketing from becoming more data driven:

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Report: obstacles to becoming more data driven

Here are 6 immutable laws of data driven marketing to guide you along the way:

1. Follow the data – internally and externally

While data driven marketing is mostly about the consumer, don’t forget that there is a lot to be learned from your employees and the obstacles they face as well.

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Sometimes you have to look inward to engage customers more effectively.

Your employees will be the most familiar with important business procedures such as order management and client retention practices.

There is often data here that can be collected and analyzed to find valuable insights.

Address things that may be holding you back as well as things that are working well for the business. You can learn from both positive and negative data.

2. Don’t let data stunt creativity

Data driven marketing is about letting the numbers influence decision making but it shouldn’t interfere with creativity and exploration.

Use data and creativity – with a balance

Don’t let the metrics steer your business into a black and white decision making process.

There is such a thing as being too data-driven, where you lose the personal touch and human element that your business once had.

Let the data inspire and guide you rather than catering every action or task toward its findings.

3. Use technology for analytical insights and marketing automation

Whether you are marketing through a website, app, television or any other channel, technology is your assistant to data driven marketing and automation.

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Use the tools and resources available to your for gaining analytical insights.

For your website, there is Google Analytics, which helps you better understand your traffic, where it comes from and how users behave once arriving at your website.

For virtually every marketing channel, there are analytical tools that gather data for you automatically, taking the hassle out of the process and making your job easier.

Similarly, most marketing channels have solutions that can help you automate some of the process.

For instance, for websites you can look into email marketing automation through MailChimp.

These tools create entirely new categories of data, allowing you to explore and come up with ideas.

MailChimp tells you which email subjects perform the best, your open rate and much more. The technology you use creates new data pathways that can inspire you.

4. Continue to measure and experiment

Having the right data on hand won’t help unless you integrate your findings and continue to measure and test the results.

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Be adventurous and find what works for you and what doesn’t. Let the data guide you to make changes to your marketing campaigns.

With the right reporting setup, you will be able to view in real-time how your campaigns are responding to the adjustments.

Data driven marketing is sometimes a repetitive process of tinkering and learning but with the right tools, you will be able to deliver better content to your audience.

5. Redeploy and scale

When you’ve made your adjustments and got the formula just right, you’re ready to redeploy and start investing more money.

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By continuing to measure and test, you will optimize your campaigns for maximum ROI and slowly raise the bar for quality score and effectiveness.

Scaling allows you to make use of your efforts and get more revenue out of the hard work and changes you’ve made by following the data.

6. Stay true to the user experience

It can be tempting to allow data to model every decision you make.

(From usabilitygeek.com)

When you do this, you often sacrifice the user experience for changes that the data suggests should be profitable but when implemented, does not prove to be as promising.

Remember to always stay true to the user experience and you shouldn’t have this problem.

Before making adjustments, imagine yourself as a consumer and how the change would impact your thoughts, opinions and overall user experience.

ultimate-data-driven-marketing-questionSometimes data can compel you to make changes that sacrifice important attributes that were working for your marketing campaigns.

By staying true to the user experience you put value and engagement ahead of everything else and create the best possible outcome for the user.

All marketing executives in today’s markets want to serve their customers better. They want answers. You can find it in the data.

Resources, tools and further data-driven marketing research:

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
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3 Ways To Get More B2B Leads With SEO And Marketing Automation

Pop quiz time!

popquiz-marketing-seoWhat is the most important part of your digital marketing campaign?

It’s a trick question. (All of them are important!)

Imagine this: your business is like a 4-legged bar stool. Take any one of the four legs out and it will fall over.

Strangely, most businesses are like a three legged stool.

This is because while they have a great product/service, have wonderful and skilled salespeople with solid product knowledge, conversation skills and a team willing and able to fulfill the customers every need and desire…

… they don’t give lead generation the time it deserves.

However, it’s not their fault.

Lead generation is one of the most difficult and intimidating parts of any B2B market places. There are so many different parts that it can be near impossible to know where to begin.

In this article, you’ll learn how to create quality leads for your business-to-business company and master the skill of lead generation (demand generation)… so you can take your business to the next level.

First, consider this chart from Content Marketing Institute. It shows that you must ensure an intelligent content plan and relevant marketing strategy.

“B2B marketers who have a documented content strategy are fare more likely to consider themselves effective”:

b2b-boring-industries-content-marketing-strategy-percentage

Get productive, and review your content marketing strategy and make sure you put one in place. It will positively impact all the steps below and make the job much easier.

Just think how your business life would change if you had a steady stream of customers or clients …ready, willing and able to buy from you, and lining up to give you their time & money?

The money is in the people who say “NO”?

Don’t you hate when people say “No” to your products and services?

Wouldn’t it be so much better if every person and every company wanted to work with you?

Your largest source of untapped wealth is the people who say “No”.

Think about this example:

Let’s say that today, 10 people respond to an online advertisement you run – that sends visitors to a custom landing page with a special offer or call to action.

You send these 10 people more information and 4 of them booked an appointment with you.

One of them became a paying client.

That’s a 10% conversation rate on your advertisement. Not bad, although a lot of people said “No” during the period. (Note: I’m assuming that your campaign expenditure vs. return ratios are in balance, or that you are tracking and even considering loss-leaders.)

What’s important to understand is that they didn’t say “No” because they weren’t interested at all. They have already raised their hands when they responded to your ad.

This shows that they had a need for what you were offering as well as a desire. These are 10 interested and qualified people.

The reality is that they have a need, but weren’t ready to buy or make an appointment at that exact time.

To never contact these people again is a cardinal marketing sin.

Although this is a basic example, how many prospects who you KNOW would benefit from working with you … are you missing out on because of a lack of follow up?

This is the secret of 360 degree lead generation – finding the people who said “No” at some point and giving them more opportunities to say “Yes”.

The solution here is twofold:

  1. CRM marketing. The age old auto responder and customer capture.
  2. Doing SEO correctly (the strategies are different for B2B than B2C).

Let’s take each in turn…

STEP 1: CRM Marketing

 “Customer relationship management (CRM) is an approach to managing a company’s interactions with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support” – WikipediA

A CRM is a product like Salesforce, Marketo, Hubspot or Infusionsoft that allows you to create a prospect entry in their database and build auto-responder message series for your business segments.

This gives you the opportunity to follow up with prospects repeatedly, to build and nurture relationships and to offer your services or products over and over again …in a number of different ways.

You already know you need a CRM and auto-responder features, but are you using one? And if you are using an auto responder, are you using it as effectively as you could be?

Building emails and auto responder campaigns are too large a topic to cover in this post, so if you want more, John McIntyre “The Autoresponder Guy” has you covered.

STEP 2: SEO for Business-to-Business Marketing

You’re probably familiar with most of the concepts of good SEO so we’ll save you a lecture here.

Instead, let’s look at the differences of using SEO for business-to-business lead generation as opposed to business-to-consumer.

  1. Keywords: They can be more difficult to research, analyze and optimize (but more rewarding when you do). Since there may not be a lot of obvious keywords available (and potential traffic) for B2B, the focus must be on quality over quantity. It will take more time to find high-intent search terms, but when you do discover them, it is like striking gold. You might begin by using the Google Keyword Planner. But don’t stop there, it’s very specific to paid search, and not organic (SEO)! Go out and search your topics and competitors in Google search directly, and look at the suggested searches at the bottom of the page of search results. Take a look at Google predictions via Instant Search.
  2. Check for penalty back links: You don’t want to be putting out lots of effort only to be slowed down by a penalty such as the Penguin update.
  3. Leverage social media: Social media marketing is invaluable for SEO purposes over time. While we don’t think Google is using the signals directly, we believe this will change over time. For now, the publishing of data across your key social networks not only builds traffic and visibility for your brand, but can have a “2nd wave effect” of links, which are still very important for higher rankings. However, many business-to-business companies think that social media is a place where you stay in touch with your friends – not where business is done. Social media, however, gives you easy reach and allows you to build and nurture relationships. (This speech from Gary Vaynerchuk might open your eyes [7 minutes of “Gary Vaynerchuk: I love Social Media because it sells stuff!”)

STEP 3: Retargeting: For When CRM’s fail

The importance of a full and complete CRM with an auto-responder sequence has been made very clear in case study after case study. This is one of your most important assets for lead generation and creating raving fan customers.

However, what if you never get an email address?

What about the people who say “No” the first chance they get? Can those people still become leads?

how-retargeting-works-selling-more-chaosmap

How does retargeting work to sell more? (Courtesy http://goldspacegroup.com/)

The answer is yes, due to the power of retargeting.

For example, using Facebook advertising and retargeting, or Google’s remarketing and customer match (uploading emails and matching) capabilities.

Done right, this can become your highly targeted “perpetual” traffic machine and with an improved customer segmentation matrix and lowered spend over time.

Again, you’ve probably heard of retargeting before. The question is, are you using it? Check the Guide To Retargeting here.

There’s one final step that most marketers overlook.

This step has five words: Double down on whatever works.

Ultimately, all marketing, online or off, is a test.

Your job when creating marketing campaigns is to try different things and see what works. As you’ve probably seen, what you think people will respond to, and what they ACTUALLY respond to are two very different things.

Also think about your message, market and platform. As you can see in this lead generation training video for CPAs and Accountants, it’s not about the tools at first.

(That’s why SEO is such a powerful strategy when done right. Keyword-driven searches with high user intent that match your targeted, well-crafted pages and messages are GOLD!)

When you find a strategy that works, an ad that is getting profitable clicks, a landing page that is converting, a message that has a high click through rate or a sales letter that is making sales, double down on it.

Measuring these statistics is easy.

Your CRM will provide you with details on open rates and click through rates, and you must use Goals and UTM tracking in Google analytics (Click here for more information on Google goals) to get accurate statistics on your campaigns.

For larger businesses and specifically for B2B, there is also LinkedIn’s Lead Accelerator. (You can learn more about that here.)

You’ve now learned a number of practical steps in this article. You can use these to create literally million dollar leads.

What strategy will you start with first?

BONUS: Download the free lead generation guide that will show you how to quickly get more leads from traffic. Includes 2 bonus strategies not found in this post.

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
how-to-increase-traffic-for-my-small-business-chaosmap

5 Ways to Increase Traffic To Your SMB Website

At this point, all small businesses should recognize the importance of having a website.

increase-traffic-to-my-small-business-chaosmap

Importance of a functional website for Small Business (SMB)

So the question becomes how to drive traffic to it, particularly without the marketing budget of a bigger company.

When it comes to your website, the quote is not “if you build it, they will come,” but rather “if you build it well, create valuable content and have a successful promotion strategy, then they might come.”

“SMB is an abbreviation for small and medium-sized business”

Here are FIVE WAYS to increase the number of visitors to your local or national website:

1. Consistent Content

Simply building a website is not enough; you need to give people a reason to visit the site and to keep coming back.

You can do that by providing valuable, consistent content.

A survey by HubSpot found that 82 percent of companies that blogged once a day not only increased their site traffic, but were also able to convert that traffic into customers.

Likewise, when Entrepreneur Magazine increased its blog posts from twice a week to over 10 per week, its website traffic increased 300 percent over two months.

Convirza started publishing three blogs every weekday and saw a 210 percent increase in web traffic, which resulted in more new customers than any other three month period in company history.

You don’t need to add content multiple times a day or even every day to see results.

Posting consistent content that visitors can rely on is key.

Consistent updates to your website can also increase your search engine ranking by indicating to Google that the site is informative and relevant.

TIP: Learn more about how to write compelling content.

2. Invite Guest Bloggers to Contribute

Generating content is time consuming and difficult to keep fresh.

One way around this is to invite other industry experts to contribute to your page.

A good example of a company employing this strategy is Top 10 Cloud Storage, which posts weekly blogs on topics of interest to its customer base.

Its blog has articles written by outside cloud experts, business analysts and business owners.

Not only does this bring new perspectives on relevant content, but guest bloggers are likely to share and link to their articles, which directs new traffic to your website.

TIP: Learn more about Guest Blogging and other essential SEO tips.

3. Guest Post on Other Websites

On the flip side, contributing interesting and well-written blogs to reputable websites can help drive traffic to your site.

TIP: Consider a strategic, helpful outreach program via Twitter and email marketing. (no spam!)

4. Link to Content

While you’re at it, post links to the content on your website on your social media pages.

LinkedIn has become a popular platform for finding industry-specific articles, so posting regular content on that forum can increase your website visitors and raise your profile within your industry.

Other social media sites like Facebook and Twitter work hand-in-hand with your website.

The more interesting content you post to those platforms, the more your social media presence grows.

The bigger your social media presence, the more you are able to direct new visitors to your website. Search engines tend to follow in time.

5. Do Not Ignore Functionality

Do not add so much content that your website load time lags.

American Express found in 2014 that a webpage that took longer than 10 seconds to load lost 38 percent of visitors.

Additionally, spend the time and money to build a fully functional mobile website.

Not only do 80 percent of consumers use mobile devices to search for businesses, but Google ranks mobile-friendly websites higher (TIP: Watch the video).

FREE: Download the free Social Media Performance Handbook that will show you how to set up your social media campaigns in 7 simple steps. Includes 2 bonus strategies not found in this post.


Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.

5 Companies That Have Mastered Indirect Marketing

Unlike direct marketing, which relies on coupons and commercial spots, indirect marketing is brilliantly positioned to leverage inexpensive and effective online communication channels.

indirect-marketing-definition-direct-marketing-chaosmap

There can be some pitfalls to near constant communication with customers and potential customers.

But when done right, indirect marketing can create long-lasting relationships that keep revenue coming long after any coupon sale could.

1. Moody’s Analytics

Rapper the Weeknd (Twitter) said that “being forgotten is man’s greatest fear and staying relevant is a handicap for most”.

Rapper, The Weeknd aka Abel “The Weeknd” Tesfaye

Unfortunately, relevance is also a necessity for any business.

Under indirect marketing philosophies like relationship marketing theory and the balanced scorecard approach, being a valuable resource to the consumer is of utmost importance.

The balanced scorecard is a strategic planning and management system that is used extensively in business and industry, government, and nonprofit organizations worldwide to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organization performance against strategic goals.

In this context, value is not necessarily monetary.

Moody’s, the preeminent service and research company for investor financials, is making itself valuable to consumers by offering finance courses online.

Moody’s Analytics is a subsidiary of Moody’s Corporation established in 2007 to focus on non-rating activities, separate from Moody’s Investors Service. It provides economic research regarding risk, performance and financial modeling, as well as consulting, training and software services.”

This is indirect marketing at its best.

Without ever saying the words, Moody’s reminds the consumer that it is the most knowledgeable in its field. This is how you build total authority.

2. Scholastic

One defining characteristic of indirect marketing is that it is omnidirectional. There is participation from the consumer that goes beyond printing a coupon.

scholastic-authority-reading-club-chaosmap

Scholastic Home Page – Reading Club

A staple in children’s book publishing, Scholastic Books is using the social network site Pinterest very well in its indirect marketing approach.

“Scholastic Corporation is an American publishing, education and media company known for publishing, selling, and distributing books and educational materials for schools, teachers, parents, and children. Products are distributed to schools and districts, to consumers through the schools via reading clubs and fairs, and through retail stores and online sales.” – Wikipedia

Its Pinterest boards include fun, interactive topics, such as Book Bling and Hosting a Book Bash.

Not only does the Pinterest board keep Scholastic relevant as a book publisher, it lets the users place their ideas, which creates a type of dialogue between the company, consumers and potential customers.

3. Listerine

The mouthwash company’s campaign is a mix of great indirect marketing and a cautionary tale.

“Listerine is a brand of antiseptic mouthwash product. It is promoted with the slogan “Kills germs that cause bad breath”. Named after Joseph Lister, 1st Baron Lister, a pioneer of antiseptic surgery, Listerine was actually developed in 1879 by Joseph Lawrence, a chemist in St. Louis, Missouri.” – Wikipedia

Before 2005, Listerine mouthwash ads made the claim that it could replace flossing as an effective way of preventing tooth decay.

Listerine – Cool Mint

In one massive indirect marketing swoop, Listerine convinced consumers that its mouthwash was as good as flossing.

Like all great indirect marketing, the campaign took on a life of its own and made the Listerine brand name synonymous with all mouth wash.

The Listerine lawsuit in 2004 deemed the ads as misleading, forcing the company to stop running them, but the campaign had already done its job.

A class action civil suit was ultimately thrown out in 2010 because the judge found the claim overly broad since most people had not seen the relatively short-run ads.

4. Toms

Social responsibility is another of the indirect marketing features.

toms-shoe-company-indirect-marketing-example-chaosmap

Toms shoes – social responsibility company – One For One

Toms Shoe Company (Twitter) used this to gain great leverage as well as do some good for children in need.

“The company was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas. It designs and sells shoes based on the Argentine alpargata design as well as eyewear. When Toms sells a pair of shoes, a new pair of shoes is given to an impoverished child, and when Toms sells a pair of eyewear, part of the profit is used to save or restore the eyesight for people in developing countries.” – Wikipedia

As part of its corporate social responsibility platform, Toms gives shoes and eyewear to children in more than 70 countries.

As an indirect marketing method, philanthropy is a great way to get brand recognition, positive perception and increased loyalty without spending a cent on advertorial marketing.

5. The Hustle

Coupons are not fun. The engagement associated with indirect marketing is fun.

thehustle-newsletter-chaosmap

This is what the online newsletter “The Hustle” is counting on.

Just signing up for the news with this company will make you laugh.

Its popup request to get you to supply an email, generally an odious thing, is full of humor, ending with the line, “Ok, you convinced me.”

If you can make your indirect marketing campaign enjoyable to the user, then you have accomplished something special.

NEED HELP? Contact Us Here and we'll set up a time to help you get started. (We love this stuff so much, we'll even send you a free e-gift, because you took time to reach out.)


Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
how-to-create-authority-online-fast-chaosmap

7 Simple Steps To Become An Online Authority Fast

Hey, can we take a minute for a reality check?

At this moment in life online you are a virtual nobody.

You have no trust, no respect, and above all no authority.

a-virtual-nobody-nobody-knows-you

Provided by: http://ecoalf.com/us_en/lookbook/2015/ss15/men/shopby/uptown_/

Take no offense to this, I am sure you are a very likable person in real life.

However, this is the online world and your real persona has no meaning. If you are looking to succeed you have to become an authority.

Once you become an authority, you automatically gain more influence. Everybody starts at the bottom. You work your way up to the top.

pyramid-of-authority-and-influence

Courtesy Dan Kennedy

And unlike the real world, it doesn’t take years of experience to become one.

In fact, you are going to learn what it takes to become an authority in any niche in just seven simple steps.

From dog training to abalone diving, if you don’t know what that is, look it up. It is a fantastic little niche that is simply ripe for the picking!

Are you ready to become an authority? Let’s get down to business.

1) Build Authority Through Association

Have you ever known anyone to name drop constantly? Why do they do it?

They do it to make themselves sound more important and to make other people listen to them.

The same holds true for online marketing.

If you have ever been featured in a large publication, television, or an authority website you need to make sure everyone knows about it.

Find a copy of their logo and feature it prominently on your own website. Usually in the right-hand corner or above your footer is a good spot.

However, it is important that you do not inflate your associations.

In other words, do not lie.

You will get called out and the authority you have built is as good as a day old Big Mac.

2) Social Proof Yourself

We all get a warm fuzzy feeling when someone has something good to say about us or our website.

Did you know your readers like that as well?

If you are not featuring testimonials and positive comments on your site, you are missing a big piece of the authority puzzle.

What happens, though, if you have no testimonials?

Well, for one you are not going to fake them and you are not going to pay for them. That is both unethical and just plain cheesy.

Earned media (your blog, your website) are highly trusted. (stats from Conductor blog)

You are on the path to greatness, so let’s keep the plan not only righteous but ethical as well.

If you have no testimonials, you want to go out and find them.

Scan through your Twitter feed and Facebook page looking for nice comments. Do something for a friend and provide value.

If you have a service, start offering it for free or a deep discount in exchange for a testimonial.

As the social proof builds on your website so will your clients and readers.

3) Become A Content King

We all know about content (create, market & promote) and how important it is.

However, what type of content are you promoting?

Is it stuff that you would line the virtual parakeets cage with or is it something that is going to make a difference?

While it is important to have a website that is updated regularly, it is more important to put out 4 killer posts a year than 365 pieces of mindless dribble.

Use your social media account to toss out tidbits and hints to your audience. However, leave your website for the content with teeth and fangs.

This is the content that will be shared and linked to over and over again. It is the content that makes amateur bloggers into masters of their domain!

4) Become An Online “Bum”

Early in your online career, you are going to have to get use to sleeping on the couches of many other websites.

It is an opportunity to get the exposure you need and to build your own site.

You do this through guest posting and while it may seem like everyone and their Nana are doing it, it is still a viable option.

However, you need to be selective with the sites you plan to post on.

Choose only high authority sites that are going to help your name become more famous. For these sites, you will want to create content that is incredible.

While it seems like a step backward in creating such good content for other sites, it is a small price to pay for authority.

5) Choose A Professional Design

While your mom may love that free theme you are using, it is not going to fly with an online audience.

They expect you to be an authority and a professional. There are many professional themes available online.

A few hundred dollars (or less) to start. That is a reasonable price to pay to be seen as an authority. You can build from there. They key is this: Start Simple.

However, if you are looking for a way to step things up a notch, hire a professional web designer. Consider getting professionally developed sites added to your portfolio.

In order to be seen as an authority, you have to brand yourselves so people will take notice.

While using a premium theme is a step up, it is still a theme thousands of other online professionals are using. Search engines see this as a “footprint” too.

Hire a designer and come up with a plan that is going to help set your site apart from all the millions of sites that are online.

Choose to make your site unique and professional look for your niche or field of expertise. Add tools and content. Ask this question: What is my audience asking about? Then proceed to answer those questions. TIP: Write an e-book and give it away!

6) Your Own Property Online

Just like there is an importance of having a real theme so is the same as having a professional domain and hosting account. And, don’t use me @ gmail or yahoo, or worse, aol.com. That just lacks professionalism.

While it is fine to start out with WordPress, Tumblr or Medium, you have to grow up and play with the big boys at some point. A domain is going to set you back about $10 for the year while hosting is about $4 a month.

People will not see you as an authority if your site is owned by another company.

Again it is all about perception online and how you want people to see you. By building a site on someone else’s platform, you are only building links and authority to their site, which they do not need.

Celebrity Maker Clint Arthur started simple. You can too.

Take the time to get your own professional URL and build all of your links to that site.

7) Promote Yourself – Not Affiliate Products

At this stage of the game, the only thing you should be promoting is yourself. There should be no ads or affiliate links in your content.

Let people know who you are and what you stand for before you start selling.

In fact, there should not even think about promoting products until you have a large following. Or at minimum, a passionate list of followers that you regularly engage with.

If you know a good product, let people know, just don’t link to it with an affiliate link. Again, this may seem counterproductive to you, but it will help your authority.

People will see that you are simply not another marketer looking to make a quick buck off them.

The best way to start promoting yourself to an audience is through social media and blog commenting.

Direct outreach is a good way to go too – assuming you have quality things to share, and don’t spam.

Look for questions that you can answer thoughtfully. Once again it is not about spamming your website all over the Internet.

It is about giving people helpful information that they can use to solve a problem or create a better life.

By not promoting products early on and choosing to help people you are setting the stage to become the ultimate authority in your niche.

CONCLUSION:

How to become an authority/celebrity online:

how-to-become-an-authority-online-celebrity-status

That is all there is to becoming an authority.

Don’t you wish it could be that easy in real life?

These steps can be performed in any order that you see fit.

If it does not apply to you, simply skip over it and make your way to awesomeness even faster. The one thing to remember is you are not going to be an overnight authority, it does take time and persistence to do so.

Implement just one step or all 7 and you will be on the way of becoming an authority in the eyes of your audience.

Need a branding and content marketing authority boost? See below:

NEED HELP? Contact Us Here and we'll set up a time to help you get started. (We love this stuff so much, we'll even send you a free e-gift, because you took time to reach out.)


photo credit: 139337_7342 (license)

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
5-uncommon-ways-to-close-more-sales-chaosmap

5 Of The Most Uncommon Ways To Close More Sales

There is no question about it.

The way we do business and generate sales has changed greatly in just the past twenty years.

For better or worse it has been the Internet that has caused a major shift in how business in done.

Clients and customers no longer feel as though the local shop in town is the best choice for their needs.

They can go online and outsource work and get products direct from suppliers for a much lower rate. That is why it is so important that you have the ability to close sales.

However, this is where things start to get really difficult for people in sales. You can no longer act as though you are getting the sale.

Make sense?

Let’s take a step back in time to the age of disco balls and awesome polyester suits.

discoballs-polystersuits-sales-men-chaosmap

Back then it was perfectly fine to be a salesman and you knew what had to be done to close a sale. Customers and clients knew they were going to be in for a hard sell. Don’t believe me?

Ask your parents or grandparents what it was like trying to buy that Chevy Impala.

They knew they were going to sit in that car dealership sweating in the summer heat until they collapsed and bought the car.

Salesmen were expected to be pushy, ignorant, and saw the client as a bonus.

Times have changed all of that, which I think most of us can say is a good thing. In today’s world salespeople are expected to listen to the customer and make sure they are getting what is best for them.

It is not about pushing the most expensive product.

So that leaves many of us in the proverbial pickle. How is it possible to close a sale without it seeming like it is a close? That seems like a question better left for a college philosophy class.

You don’t need a philosophy degree to close more sales. In fact, we are going to discuss five of the most uncommon ways you can close more sales. Better yet you don’t need the cheap polyester suit to do it.

These are smooth and go with what customers expect out of good customer relations.

1 – How Much Content Do You Produce?

One of the most uncommon ways of closing more sales is through the use of content marketing.

content marketing and growing your business closing sales

It is so important to make sure that the content you are creating for your websites and social media accounts are working for you. It is important that the content you create focuses on what your clients need and hope to obtain.

Of course, all your content should have a soft sell directed toward your other products and services. Your website should be tailored to be a silent salesperson, closing sales 24 hours a day, 7 days a week.

If it is not doing this for you, it is important to hire someone who can help create that type of content.

2 – Forget About Your Sales

That would seem like an unlikely way of closing a sale, wouldn’t it?

However, it is vital that you forget about trying to sell to your clients.

plan and focus on clients first

Your number one goal should be focusing on their needs.

Do you have a solution to their problem?

If you think about their needs over everything else you are going to be able to close the sale every single time.

In fact, think of yourself as a problem-solver and not a salesperson.

3 – No Two Clients Needs Are Ever The Same

One of the most important aspects on closing a sale is realizing that no two clients are ever the same nor are their needs.

sales management is not cookie cutter

You cannot give the same solution over and over, it is vital that you actually listen and work with the client to give them what they need.

Too many salespeople will “listen” to their clients only to give them a “cookie-cutter” resolution.

By choosing to close a sale this way will only insult the client and send them elsewhere.

Instead, engage the customer in a real conversation that focuses on what they need. Be proactive and make them feel comfortable. By doing so, you have a much greater chance of closing a sale as opposed to the generic closing speech.

4 – Understand Your Client’s Expertise And Needs

Once you have been working in a business for months or years you begin to know it quite well. You, in fact, become an expert in your field.

client-expectations-different-needs-sales

Your clients come to you for your expertise and knowledge and hope that you are able to guide them in the right direction.

There will be times you have client’s who believe they know what is best for their company and will be adamant about choosing a product or service, even if you know it is the wrong decision.

When moment’s like this appear in your daily routine it is the opportune time to take the high ground and close a sale, unlike no other way.

In the past, you would have just accepted the sale and went on with your daily basis, never once again thinking about your clients wrong decision.

However, if you know it is the wrong decision, you have to assert your expertise and simply deny the sale. Inform your client that you cannot under good faith allow them to make that purchase.

Two things are bound to happen here:

One they are going to curse you out for not letting buy what they want. However, they will be impressed with your level of integrity and the potential of losing a sale and will go with your recommendation.

Two, they will curse you out and walk out the store. In this case, if you were originally right, they will come back to you more impressed than ever with your business integrity. It is important to remember that not every lost sale is a bad thing, there are always opportunities.

5 – Be Truthful

Imagine that, telling the truth would be one of the most uncommon ways of closing the sale. Far too many businesses will lie and manipulate until their client buys a package or product.

There is a drive among many salespeople to promise anything they can to get a new lead or client in the door.

Build trust for sales success be truthful

Even if they are unable to meet the clients needs and expectations they will say they can just to get that client’s business. What do you think happens with this client in a couple of weeks or months when their expectations are not being met? They leave the business and are highly dissatisfied.

While it may seem counter-intuitive it is best to let the client know you cannot meet their expectations at this time.

Whether they are looking for high-quality web content or 1-gigabyte high internet speed. It is best to explain you do not offer that service at the moment, but you will do your best to make it available as soon as possible.

The client will appreciate your honesty and integrity more than if you had just signed them up for the next best thing you had.

Remember to ask for their contact details and when you are able to accommodate them, give them a call and offer a free trial.

You will more than likely close the sale with your exceptional customer service skills and willingness to please.

By following the tips in this article you will see that you are not only closing more sales, but you are cultivating clients that are going to respect you and buy from you over and over.

These relationships are priceless in business and only a few are needed for long-term success.

As your reputation grows due to your integrity so will the number of referrals and clients.

NEED HELP? Contact Us Here and we'll set up a time to help you get started. (We love this stuff so much, we'll even send you a free e-gift, because you took time to reach out.)


Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.
how-to-create-lead-magnets-for-website-chaosmap

CheckList: Tips For Creating Highly Effective Lead Magnets For Your Website

In this post, you’ll learn about lead magnets, ideas, delivery and design of lead magnets.

You’ll also discover the lead magnet definition:

what-is-a-lead-magnet-chaosmap - Lead Magnet – noun – an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.

What is a lead magnet? (Digitalmarketer.com)

Very few people seem to remember but there was a time when people wanted to receive e-mails from anyone.

Free e-mail on the Internet was a novelty at that time and people were willing to input their e-mail address in any form that asked them for their e-mail.

Thanks to the relentless spam and misuse of e-mail marketing, these days it is difficult to get people to part with their e-mail.

However, e-mail marketing still remains one of the top forms of marketing as it gives businesses direct access to potential and existing customers.

Since everyone realizes the importance of building an e-mail list, almost every business has an e-mail subscription box on their website.

But people have become so used to the same old strategies that they simply ignore those subscription boxes unless they specifically want to subscribe.

It’s similar to the phenomenon of banner blindness.

Businesses need innovative thinking to get visitors to given their e-mail and hence, the concept of lead magnet.

What is Lead Magnet?

In simple terms, it can be defined as an offer that is designed to get website visitors to give their contact information in exchange for something valuable.

It is also known by many other names such as free gift, human grabber, ethical bribe, sign up gift, sign up offer and incentive among others.

It can be in a variety of forms but the most often used incentive is a downloadable, free report or e-book.

So, if you want to acquire more subscribers, here are a few tips on how to create effective lead magnets for your website.

Lead magnet properties:

Lead magnets will vary with the kind of business you have.

For instance, lead magnets work great for:

  • consultants
  • trainers
  • coaches
  • software & technology companies
  • local business owners
  • information marketers

…and in general, business professionals and firms who sell tools, information and expertise.

The lead magnet can be in the form of:

  • a free webinar
  • a free assessment test
  • a free podcast
  • a free video or video series
  • downloadable E-books
  • white papers
  • cheat sheets / resources lists
  • training courses via e-mail
  • and other such information.

But it doesn’t stop there.

Similarly, e-commerce businesses can have lead magnets in the form of:

  • free shipping coupon
  • discount coupon
  • discount coupon for first order
  • tips on saving money
  • free VIP membership
  • free educational materials for solving problems
  • free gift with first-order and similar.

In the case of service business such as mechanics, plumbers, doctors, plastic surgeons, realtors and veterinarians, a lead magnet can be:

  • free online tools such as specialized calculator
  • tips to be a smart buyer
  • free coupons (with expiration date)
  • how-to content for DIY projects
  • educational download about the industry and what to avoid

In the case of software business, it can be a

  • free member account
  • premium features for a week
  • free trial of software tool
  • industry research report or white paper
  • downloadable desktop app with limited features

Things You Need to Do before Creating Lead Magnet

One way to find out the most effective lead magnet for your business is to create a number of things without putting too much thought into it and test them all.

However, this is inefficient and very costly way of doing things.

How to create a lead magnet, you say?

Many people make the mistake of putting too much effort into an idea that they think will work but ultimately it turns out that nobody or a very few people want that thing. You can never be sure which idea will click with potential customers.

A better way to do is think about your target audience, their goals and how your lead magnet can help them.

STEP 1:
The first step in the process is to figure out the demographics of your niche. It will help you in figuring out the goals of your targeted customers and how you can help them. Take a notepad and start brainstorming.

STEP 2:
Write down as many ideas as you can and start creating headlines. Take 5 to 10 of these ideas (which you think are the best) and write them down on a separate sheet of paper.

STEP 3:
To choose the best among these, turn to your existing customers and ask them about their opinion. You can give them a call or meet them face to face or use online forms.

This will give you some winners and now you can build upon those ideas and split test them.

This process will save you a lot of time, money and energy.

Examples of Highly Effective Lead Magnets

Interactive Quiz

This lead magnet is successfully used by many businesses such as Infusionsoft and Hubspot.

hubspot-state-of-inboud-lead-magnet-chaosmap

In the case of Hubspot, visitors are asked to click a button (Step 1) and then enter their information to download the State of Inbound Report (Step 2). However, visitors need to give their e-mail to get the information and custom downloadable report.

Similarly, Infusionsoft asks the visitors to take the assessment test and visitors are asked to input their website & e-mail to see the results.

Additionally, a visitor can opt-in to other ‘juicy’ marketing and business tips.

infusionsoft-grade-my-marketing-chaosmap

This lead magnet works as people have already invested a few minutes of their time and do not want to lose that investment. A vast majority of visitors give their e-mail address to find out more about their website.

In another example from hubspot (in los angeles, ca), we see an a presentation of a direct, one-pager (above the fold of the page) squeeze page with an offer (bribe) for the “How To Get 100,000 readers for your blog”:

hubspot-want-to-grow-blog-chaosmap

Special Deal Offer

The ‘special deal’ lead magnet is used by a lot of service companies. They usually offer a coupon or special deals in return for e-mail of the visitor.

Since people always want free stuff, they are ready to pay the small price of giving their e-mail address to get a coupon that can be worth a few dollars.

Video or Podcast

Videos are the in thing. Everyone loves to watch videos on Internet. In fact, it is estimated that 70% of Internet bandwidth is consumed by video content.

So, create a great video with proper editing and an interesting title to capture leads. Keep the video short so that visitors can watch the whole video in one sitting.

Podcasts are also gaining popularity. It is possible that some of your potential customers like podcasts. So, you can also give them the option of a free podcast in place of video.

Free Shipping or Discount Coupons

Various shipping options and unique use of coupons are ideas from the most effective lead magnets for e-commerce companies.

Many companies offer a discount coupon for first order or free shipping coupon on the first-order in exchange for their e-mail.

This is a very powerful way of building up a subscriber list of potential customers who can be e-mailed again with special offers and discounts.

CONCLUSION:

Overall, the goal is to create highly targeted lead magnets.

Generic freebies that are not relevant to your business and not helpful for your customers are not going to work well as people are bored of those things.

It is important to use separate lead magnets for different products and services.

Do not forget to split test your lead magnets and retain the one with the highest conversion rate.

You can start with leadpages.net or unbounce.com to create and edit lead magnet pages and popups for your website.

WARNING: But, as you’ve learned – DO NOT start with the shiny tools!

Begin creating a strategy, document the steps, be clear on the goal and get help if you need to.

BONUS: Download the free lead generation guide that will show you how to quickly get more leads from traffic. Includes 2 bonus strategies not found in this post.

Jon Rognerud is well known as the most sought-after SEO, Digital Marketing Consultant and Online Advisor for Finance, Technology, Real-Estate and Health industries. He is famous for building business strategies, mobile websites and integrated marketing solutions that brings process, profits and brand loyalty…without wasting time. Jon Rognerud is the author of the best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur Press) and is the Founder of Chaosmap. Get more information about the company here.