Category Archives: Sales and Marketing

Be weird: The most effective attention-getting strategy

Here’s a quick question you may not have considered:

What does a raccoon riding alligator have to do with digital marketing ? (Scroll down below the picture to reveal the answer)

The most effective attention-getting strategy: Be weird

Absolutely nothing.

Except for the fact that it does make a great segue into our discussion on why “weird” is a good attention-grabbing strategy in digital marketing.

It got you to read this, didn’t?

If you want to get your people in your target market to actually stop what they are doing, and be so fascinated by what they see they can’t help but to click the link you just posted, you’ll want to try using strange, weird and wonderful headlines.

BUT – a word of caution:  Read this post before you use the weird strategy to learn how to do it effectively. There are some basic but crucial rules on its execution.

The most effective attention-getting strategy: Be weird

Why Weird Works:  

The weird attention-getting strategy works because it uses a human survival instinct we all have to spot things that are out of place. It is something we do because we:

a) Always want to ensure we are safe, and weird or unusual can mean danger…

b) We are curious beings by nature. Learning is how we evolve. It’s how we, as a species, get better.

If you think about it, that’s likely what had you click this article. 

Humans want to understand and solve things.  And, it’s easier to spot things that are out of place than things that are usual or to be expected.

This strategy is used be some of the top copywriters in theoprah world. Like the guys who work for the National Enquirer.  It is the No.5 most read publication in the world.

For those who aren’t familiar with the magazine, it’s got articles with the latest celebrity news. The stories are completely made up, but they often seem valid and real. Like this one about Oprah:

 

Just to be clear, I’m not going to show you how to make up stuff so you can fool people into reading your articles. Below you’ll learn how to use weird to get attention only, while remaining a credible resource with your integrity in tact.

Want more proof?

Cincrease web traffic by 10 timesWD recently used this tactic for a forklift dealership in California and increased web traffic on the day it was posted BY MORE THAN 10X.   How did we do that? On April Fools day CWD added this listing to the company web store for a hover lift truck. It was a fun joke that made warehouse manager smile and got them some major attention:hovertruck

 

 

 

 

 

 

3 Rules when using the be weird attention-getting strategy:

1. Use weird in your hook or title, then follow up with facts and truths.  It’s important that any content your business shares publicly provides value. When you are constantly feeding your target market information and solutions they need, you become a credible resource that your people trust.

So, if you use the be weird strategy use it only to hook your reader. It’s best used in titles and email subject lines.

Once you get their attention your job is done.  Your strategy worked.  Then, you have to follow up with true facts and serious information to keep your credibility in tact.

You never want your customers to feel fooled or dumb. That breaks trust and can damage your brand.

Here are some examples of how to use “weird” to hook:

  • North American Nutritionist’s blog: “Why eating crickets is good for your health” – Article that explains how crickets are high in protein and are eaten in many countries around the world for good health.
  • Tampa news blog article: “This Christmas there’s snow in Florida”  – Article is about a popular new toy for kids – a mini snow cone machine – that’s selling out quickly in at local department stores for the Christmas season.
  • Health blog: “Why you should be happy if you’re bald” – Article reveals a research study that shows bald men live longer.

2. Tap into niche topics in your industry. Look at your industry and evaluate the topics that aren’t commonly discussed openly.  You want them to be common enough that people deal with them, yet things that no one else is solving.

Here are some examples:

  • Doctor’s blog:  “What your pooh says about your health”
  • Therapist’s blog: “Why less sex can be good for your marriage”
  • Online recipe:  “How to make low-fat zucchini fries that taste like french fries”

3. Use odd images.  Pictures that look out of place are good attention grabbers.

Jeff Johnson, an expert in lead generation suggests that people are drawn to images the suggest luxury or living a good life.

The experts at LeadPages.net have tested many landing page conversion rates using the same copy but changing out the pictures. They found that using a picture of an attractive woman smiling will increase your chances of conversion.  This is true for every industry and even if your landing page content is completely unrelated to women.

See our use of the weird image tactic here:

dontbeahogbutton

How to simplify your social media posting: Use Hootsuite

Owning a social media account is not enough; you have to keep it populated with good content. Share blog posts and other valuable content you post regularly on  your website at least three times per week.

You can do this easily if using a free online tool called Hootsuite. When you setup an account you can schedule your social media posts to go out regularly through out the week.

How to simplify your social media posting: Use Hootsuite

how to simplify your social media posting

What you need to know about Hootsuite:

Hootsuite is a hosted social media management system that helps you keep track and manage your many social network channels.

 You can use Hootsuite to:

  • Post on multiple social media platforms at the same time
  • Automate your social media posting
  • View posts from all your platforms in one place and reply to them easily
  • Receive alerts when someone interacts with your social media posts
  • If you have a team of people that manages your company’s social media they can see the activity of others
  • Improve your customer service by speeding up your response time
  • Use the Hootsuite app and manage social media from anywhere using a mobile device

To find out more about Hootsuite or to sign up for a free account visit: http://www.hootsuite.com

 

Materials handling email funnels

Once you get set up on an email marketing platform, the first thing to do is to ensure you hook it up to the lead capture forms on your web site. That way, when a site visitor signs up on your site their contact information goes directly into your email marketing system and database of contacts.

What do you do with that contact information? Get in touch with them as soon as possible. Do not let your contacts sit there for a long time while you figure out what to do next.

Materials handling email funnels

When a contact signs up on a form on your web site, you immediately know they are interested in your brand and what you have to offer. It won’t take long before that excitement dies and they forget. So, get in touch with them immediately. If you use a system like Infusionsoft this can be automated.

The other important thing you need to do before you start sending emails is understand anti-spam laws.

Read about American email laws from CAN-SPAM at:http://www.fcc.gov/encyclopedia/can-spam

Read about Canadian email laws at: http://www.crtc.gc.ca/eng/casl-lcap.htm

Materials handling email funnels:

The two most strategic email marketing funnels

An email funnel is a strategically planned sequence of emails that is intended to produce a specific outcome. An effective one takes contacts on a journey and primes them to take a specific action. There are two popular email funnel formats, for two customer segments. They are:

1. New Contact Funnel – for people new to your brand

2. Existing Customer Funnel (sometimes called a “nurture funnel”) – a “stay-in-touch” funnel that keeps you top of mind

Here is the basic premise of a New Contact Funnel:

A contact enters the funnel -> receives a number of emails with giveaways (useful content, etc) on a regular basis -> is asked to make a purchase

Here is the basic premise of an Existing Customer Funnel:

A contact that has already purchased enters the funnel -> receives a sequence of emails with giveaways on a regular basis that prime them to continue to purchase -> makes another purchase -> continues to receive emails….

The two funnels should be connected, so that anytime a lead makes a purchase they go into the existing customer funnel. This way, they will be nurtured to continue to buy and/or or engage with your brand.

A Materials Handling example of how to use email effectively:

Case study: A dealer of warehouse racking has a list of contacts comprised of warehouse managers in their sales district.  They want to use email to boost sales.  Here’s what they should do:

Step 1: Generate great content for warehouse managers that helps them understand racking and optimize their warehouse for efficiency, spacing saving and productivity about. Content could be in the form or: Articles, white papers, links to videos, infographics etc.

Step 2: Give away the great content for free on email each week.

Step 3: Approx. 10-15% of the time offer them a deal on rack. This could be a limited time racking special. It’s important to note: You want to send them great free stuff regularly first so they enjoy your emails and trust your brand.

Step 4: Once you’ve offered your contact to buy a product, contacts that do purchase should go into the existing nurture campaign where you continue to give them great stuff and upsell them once and a while on new products. If they bought from you once, chances are, they will buy from you again.

For B2B companies with largest services and products, you’ll want to use the same strategy. However, for you, it’s more about brand awareness.  Create yourself as an experts resource, so you stand out in your industry.

For more information on email marketing and other digital tactics, order this free 60-page book:

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SEO keywords for materials handling companies

Keyword research will help you determine the keywords that your materials handling company should optimize your site for to produce the most traffic. SEO experts spend hours doing keyword analysis. This helps them determine which keyword phrases are best for optimizing a specific page on a site. It also ensures that the effort put in around optimization doesn’t result in unreasonable amounts of time and effort.

Optimizing your web site for high-value keywords can be a waste of time. Especially, if you are not a national brand. People are searching fo regional information and Google sorts content based on the searcher’s location. This is especially true when it’s a mobile search.The next section lists things to keep in mind when selecting the best keyword phrases.

SEO keywords for materials handling companies:

seo keywords for materials handling companies

Here are some tips to keep in mind when you are selecting keywords for that will best attract the right demographic within the materials handling industry:

Optimize for local. That means cities, counties and states (or provinces) that your web site serves by including the add on “in Chicago” or “in Montana” or even in a neighborhood like “in Haight Ashbury” for local businesses. If you are a national brand be sure to provide regional information, such as store locations, regional offices and the like. People like to deal with local. Support your regional reps and drive traffic to them.

Think like a searcher. Pick keyword phrases they may type in to find your product or service. Poll your local barista, your neighbors and your potential customers to help you understand how they would find you if they were searching online.

Don’t chase single word keywords. That is, unless you are patient and have a huge budget to put behind content development. And remember: No content related to that term? No traffic!

Google rewards content-rich web sites. Sites rank higher if they generate voluminous and helpful content that demonstrates that they are the topic expert. This strategy will guarantee that over time you will earn traffic from Google for all kinds of keyword phrases.

Research how difficult a keyword phrase is to win. Use a tool like Wordtracker.com. Don’t chase the hard to wint keywords. Optimize for the low-hanging fruit first then work on moving up the ranks on the more competitive keywords and keyword phrases.

A handy free research tool is Google Adwords. It can be used to find related phrases and keywords to the most obvious keywords and keyword phrases. You don’t have to buy ads to use it.

When you understand how to select appropriate keyword phrases you can share this information with your SEO agency.

Want to learn how to do SEO yourself?  This free 60-page  guide will teach you: Digital Marketing Secrets for companies in Materials Handling.  CLICK the button below to get yours now:

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Materials handling web sites: Strategic design tips

Some web designers and marketing agencies spend a great deal of time making things look pretty, or making things sound clever. They sometimes forget about strategy.

materials handling web sites: Strategic design tips

Nothing wrong with a site looking good, but a good web site should also be strategic. It guides the site visitor to take specific actions. For example, if your site has a content library, the site design should guide people to it.

Materials Handling websites: Strategic design tips:

Here are some easy ways to make your site stand out in the Materials Handling industry:

1. Put people on your web site, especially people who are from your company. People give your site personality. They bring warmth to a site. They help your brand stand out from other sites that are very machine-centric. Remember, ultimately, people buy from people first before anything else.

2. Use great photos, and original images where possible. Good photos give your web site depth. Stock photos you can look very generic. Be cautious of using the same magery that other businesses in your market might be using. Visually unappealing stock photos can pull the site visitor away from great content. (You know the ones, you’ve seen them: Smiling business men in board rooms.)

3. Be consistent with your brand. Develop a great logo with strong colors that represent your brand. Ensure that your site and all your marketing materials are consistent with the logo and the brand rules that go along with it. (ie never warp your logo!) A brand is designed to make its target market feel a certain way about a company. Ensure your brand delivers on an overall experience.

4. Ensure that the sections you want your site visitor to see are easy to locate. Think of the user experience. When they arrive at your site what elements do you want to stand out? What do you want site visitors to click on?

Use sliding promotional images to highlight key sections. Use pop-up boxes that entice people to click.

5. Make sure your site has a lead capture strategy: This is very important. If your site does not have an ability to capture the contact information of your site visitors, you are doing your business a major disservice.

Visitors are leads. Depending on how popular your site is, you could be getting anywhere from a handful to thousands of visitors per day. Those people are interested in your business. If you capture their contact information you can contact them to see how you can help them.

Want to learn more about digital marketing for companies in Materials Handling?  Order a free copy of the 60-page book: Digital Secrets for companies in Materials Handling. You’ll also receive a free ebook version sent you via email. To get your free book now, click this button:

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How to write materials handling articles: 10 Tips

Learning how to write materials handling articles that are well-written to effectively attract warm leads in your target market is not easy.  The following 10 tiphow to write materials handling articless will help:

How to write materials handling articles: 10 Tips:

 

1. Word count: The number of words in one article/blog should fall in the range of 500-750 for short pieces and 1000 to 1500 words for longer pieces. These are general rules. Write longer if the topic merits it and the information flows naturally. Long posts do well if their content is segmented with subheads (titles that break up the text) or easy-to-follow bullet points. You can also use list formats to make them bite sized. The reality is, most online readers will not read more than 10 to 15 paragraphs in a session.

For SEO, longer posts do well if they cover a topic comprehensively.

2. Write compelling, yet descriptive headlines and subheads: Writers often get too creative with the headline of their piece. Good titles should: 1) Compell a reader to read the piece, 2) Briefly describe what the article is about, and 3) Support search engine optimization efforts.

Google looks for search keywords in headlines and gives them weight. If your article is about superior racking designs for warehouse optimization then the headline should read something like “How to optimize your warehouse using rack designs you haven’t considered”, and not “Rack-o-rama!”.

3. Be concise and descriptive: Be concise with your language. Explain everything, but the absolute basics. (No need to explain what a “lift truck” is, but you should explain what “cantilever rack” is.) Write for people who have just come to the business. Don’t assume your audience is full of experts. Even seasoned professionals will forgive you for over-simplification.

A clear concise article will reinforce what they already know, as well as introduce new information and ideas. And that gives value to all readers regardless of their level of expertise. A good rule of thumb is to write for a Grade 9 level of knowledge and understanding.

4. Avoid buzzwords: Marketers are notorious for inventing words or concepts that don’t serve the reader. A great example: “WarehousXPro9 is a forklift management solution” versus the more accurate “WarehousXPro9 is a forklift management web-based software package”.

What’s a solution? It’s the answer to a problem. That is a great message to convey in sales copy. However, it’s an over-used term and has become cliché. If you say something is a “solution” and don’t explain what it is, the reader can’t visualize it.

Better yet to say: “WarehousXPro9 is a sophisticated, yet easy to use software product.” You would go on to say: It is installed on a company’s server and can be accessed by any web-enabled device. Warehouse professionals can use a tablet or smartphone to access a series of visual dashboards that show data about a warehouse and allows them to manage the operation more efficiently.“

Bottom line here: If in doubt say more. Don’t be afraid to explain a concept so you leave the reader with a greater understanding of what’s being said.

5. Get to the point early: Don’t waste your time with long and winding introductions. If you are introducing a topic in a creative way connect it to the key point you are trying to make in the article quickly. If you go on too long you risk losing your reader.

A good introductory paragraph (in journalism it is a called a “lead”) can be an effective tool to engage the reader. It’s an on-ramp to the central point of the piece not a country road that gets you there eventually.

If you are not hitting the focus of your article by paragraph 3 or so, re-work the piece.

6. Don’t be“salesy”: It’s okay to plug your company but do it discreetly. If you write too much about why your company is great and why your products are awesome your reader will be put off. They may feel clubbed over the head. No one likes to be sold to.

Serve the reader first. The article should leave them feeling that they got value for taking the time to read what you had to say and they will come back for more the next time.

7. Demonstrate, don’t tell: Show the reader why something is true. Don’t tell them. Why would they believe the latest lift truck is “amazing”, just because you say so? Describe the new lift truck and its features and benefits, and let them draw their own conclusions.

8. Write with intention: Ask yourself the questions: Why would someone read this article/blog? Are you engaging with your intended audience? Is what you’re writing informative and helpful? Is your writing in line with the long-term strategy that expresses that you and your brand are topic experts?

People buy from experts, not sales people. Actually, they buy from experts that sell. Why? Because experts are trustworthy, helpful and useful.

9. Do more of what works, and less of what doesn’t: Writing content for a brand is strategic. It is about gaining a following, earning trust and respect and driving sales for your company as a byproduct.

How do you know if you are doing that? Measure engagement and outcomes. How many people read your articles? Which ones did well? Which ones didn’t?

If an article gets good traction and is well read (we use web analytics tools to track and understand this) write similar pieces in future because clearly there is a demand for the content. Use the free tools at http://google.com/analytics.

10. Take yourself out of the equation: Don’t write what you want to write. Write for your audience first and then bring it back to what you want to write about, or have the expertise in. Provide value to the reader. Put yourself in their shoes and ask why would I read this article or blog post?

Get more valuable information about content and digital marketing. Order a free 60-page book called: Digital Marketing Secrets for companies in Materials Handling.  With your physical copy you’ll also get a PDF version you can use right away. For your free book, CLICK HERE:

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SEO keyword selection for cosmetic surgeons in Tampa FL

In today’s digital world, many of your potential patients begin their search for you on the web. They type in specific keywords phrases like “cosmetic surgeons in Tampa, FL” to find you.

And so, if you’ve SEO’d your site properly, potential patients will find YOU at the top of the search rankings. That means, they are likely to visit your site or clinic versus the area competition.

SEO is the #1 thing you can do to drive new business to your practices. However, it takes knowledge and time to do it effectively.  While you can do it yourself, if you’re not an expert or don’t have have the time, your best bet is to hire a professional agency to do this work for you.

Whichever route you choose it’s important to know a few SEO basics. Here are seven tips that are critical in learning how to select the best SEO keywords.

SEO keyword selection for cosmetic surgeons in Tampa FL

 

seo keyword selection for cosmetic surgeons in tampa fl

1) Optimize for local. That means cities, counties and states (or provinces) that your web site serves by including the add on “in Tampa” or “in Trinity” or “St. Petersburg” even in a neighborhood like “Hillsborough county” for local businesses.

2) If you are a national brand be sure to provide regional information, such as store locations, regional offices and the like. People like to deal with local. Support your region reps and drive traffic to them.

3) Think like a searcher and design keyword phrases they may type to find your product or service. Poll your a barista, your neighbours and your likely customers. Taxi drivers, if you sell to consumers, are always good for consumer research.

4) Don’t chase single word keywords unless you are patient and have a huge budget to put behind content development. No content related to that term, no traffic.

5) Google rewards content-rich web sites with high rankings if they generate voluminous and helpful content that demonstrates that the they are the topic expert. This strategy will guarantee that over time you will earn traffic from Google for all kinds of keyword phrases.

6) Research how difficult a keyword phrase is to win. Use a tool like Wordtracker. Don’t chase the  hard to get keywords. Optimize for the low-hanging fruit first then work on moving up the rankings on the more competitive keywords and keyword phrases.

7) A handy free research tool is Google Adwords. It can be used to find related phrases and keywords to the most obvious keywords and keyword phrases. You don’t have to buy ads to use it.

Should I spend more money on digital or print marketing?

The rise of the consumer internet and social media has turned marketing into a digitally-run world. This has made it easier for companies to test ideas to see what works.  Engagement levels can easily be obtained from things like number of “Likes” on Facebook, or links clicked in an email.

Perhaps, this is why at CWD we’ve seen first hand that many businesses today spend approx. 70-80% of their marketing budget on digital mediums versus traditional print.

If you’re unclear as to where to spend your marketing dollars, we’ve answered the common question:

Should I spend more money on digital or print marketing?

Should I spend more on digital or print marketing?

Digital Marketing: 5 Reasons to invest in digital marketing

1) You can widen your reach . One post on social media, one email sent, and/or one blog post SEO’d, can reach more people in less time than what’s possible with print methods.

Not only that, people who would not otherwise find you from things like an article or from a postcard, can find you on the web. If you use tactics like SEO you can target the right audience. You can use search engines, like Google, to bring people to you. And research shows that warm leads are far better than cold leads.

You  reach people all over the world. If you do business at a national or international level, you can interact with potential clients without physically being where they are.

2) You can track everything you do. Digital marketing tactics are more easily tracked than print, in most cases. You can see who is coming from where and who is clicking on what. Then, based on engagement levels, you can tweak your strategy.

Print marketing can be difficult to track. How many people a day see your billboard. Out of those people how many call you?  Do you know? How many read your article? You can guess, but you don’t always know for sure.

3) You can automate systems. Sales expert, Frank Kern, says a sale only happens when a potential customer is ready to buy. They will go to you to buy if you position yourself correctly.

Using digital marketing tools, such as email marketing, you can make sure that they come to you at the right time for them. You can set up automated systems of emails that alert you to a contact’s engagement levels. The moment a contact shows they are ready to purchase, your system will send them an offer. This is how you make money in your sleep!

With automated systems you can also maintain a better level of customer service. You can automate follow up sequences.

Some great tools for automation: Infusionsoft for email marketing and Hootsuite for social media posting.

4)  You can spend less and generate more leads.  You could spend $5,000-$10,000 on a fancy billboard that you don’t know is effective or $500 per month on a sure fire way, like SEO, to grow your business.

SEO can range from $500-$2,000 per month based on number of keywords. And that can amount to thousands of leads for your business over time.

Advertising on social media is free if o do it yourself. If you hire a professional, who understands strategy and lead generation (highly recommended), you only need to spend anywhere from $250-$750/month, based on your needs.

5) You can easily and inexpensively test and tweak your strategies.  One of the major advantages of digital marketing is your ability to test different ideas to see what is the most effective. It’s easy to do these without spending thousands of dollars. When you print a direct mail flyer, for example, you invest a great deal of money in a medium that you can’t modify. If you are not happy with the results, you have to spend much more money to make changes.

Print marketing: 3 Instances where print marketing is still effective

1) You want to connect on a more personal level. A handwritten card goes a long way in an era where the Internet and email reign supreme.  It can help you stand out from your competitors. It’s also a nice way to thank someone for their business and make them feel appreciated.

2) You want to make an impact.  Direct mail gets peoples’ attention when properly executed. However, direct mail can be easily get brushed aside by the receiver, so it’s important to involve strategy with what you send out.

Master copywriting guru, John Carlton, suggests crazy tactics such as sending a dollar bill that can be seen through the window of an envelop along with your message. This entices the recipients and says: “You need to open this”. Other tactics involve blending in with other mail by writing a deeply personal and touching letter that simply can’t be avoided.

3) You are targeting a local market. If you run a housekeeping business in a residential area, a print advertisement in a local newspaper, for example, is not a bad idea.

At the end of the day, the leaders in marketing and sales always say: Diversify. Use many different streams of marketing. Track everything, so you can monitor your performance. When you know what is most effective, you can put more effort and more money into it.

If you’d like us to do a FREE site audit, so you know  what you are doing well and where you can improve your digital strategy, CLICK HERE.

5 online sales tactics that many businesses ignore

Working in sales today just isn’t what it used to be.  The Internet has knocked the entire sales process on its butt.  Physically knocking on doors, calling businesses, or sending out direct mail advertisements, while still effective, can take a lot of time and cost a lot of money for your business. Nowadays, you can reach thousands of people sitting at your desk typing on your keyboard sing online sales tactics.  And since many business ignore them you are at an advantage if you implement them.

Online sales tactics you should not ignore

Here are 5 online sales tactics that will help you generate leads online. Most businesses don’t use them all. Or, know how to use them together.

1) Build a content site.  No really. Not just a goofy brochure that says why you are great. Produce great content on your web site that engages your customers and shows them your expertise and teaches them to trust it. Having a web site for your business is like having a phone line . A great one creates perception they dealing with a good company. It’s like have a great knowledgeable receptionist that answers your phone and delights and helps callers. In fact, in some ways have a great web site is more important than a phone line. More people use search engines to seek out businesses they are looking for than they use the Yellow Pages (see image and article that shows Yellow Pages  decline from SearchEnglineLand.com).

Yellow Pages Decline in usage

 

 

 

 

 

 

 

 

If a consumer does a search and they don’t find you, they won’t come to you.  Bottom line: Before you do anything, get a great web site and fill it full of helpful content .

2) Produce great content. Publishing articles, blog posts, FAQs and even video  to your web site is crucial for your business.  If you  provide valuable information to your target market you build trust and become a go-to resource for your potential customers. You can use in turn to attract search engine links using Search Engine Optimization techniques (see #3). It can also be used in social media and in your email marketing.

3) Optimize Your Site for Search.  In the business we call this SEO.  Search engine optimization.  What does that mean? It’s the work done to your web site to rank it well on search engines.  If you have a web site but you aren’t using smart SEO strategies to show up in search engines well, you are killing your potential for attracting new business.   The closer you are to the top of the first page of results page on Google and Bing search engines, the more likely it is someone will seek out your business.  SEO will get you there. It gets overlooked all the time.  Read our article on if you should learn SEO yourself or hire someone to do it for you. SEO is extremely important. And you will be blown away what it will do for your business.

4) Social Media.  You can generate a great volume of leads from social media platforms.  Once again there are specific ways to go about doing this. To be competitive in your marketplace the social media platforms you need to establish for your business are:

  • Facebook – Get a Facebook page, and/or a Facebook group and start a community around the topic covered by your business. Facebook is the number one platform you should start on.
  • Twitter -Tweet great helpful content every day – from your site from related sites that help your potential customers
  • LinkedIn – Build alliances with businesses or find contact information for people you want to work with. Use it to prospect. Share what your business is up to. Share content from your website on your company page.
  • Google + – It’s Google’s version of Facebook. It’s not mandatory but some people use this over Facebook. Google also references your Google+ page in relation to your web site. It’s important for SEO.
  • Pinterest –  If you have a product or service that you market to women especially, you want to use Pinterest. It’s highly visual and the stats say women use it most. It’s also a powerful emerging platform that’s very appealing. Share great images and content.

Use social media to attract your target market.  You can create business alliances. You can establish expertise for your brand. And you can post valuable information that brings people to you. You can do it all while you sleep! (Tip: Use Hootsuite and schedule posts)

5) Email Marketing.  There aren’t many people that know how to properly email market. However, when used correctly, email marketing can turn the traffic that comes to your web site, or through social media, into buyers of your services and products. Done right it’s email selling, not email marketing.

Want to learn how to do it all?   Our Digital Fundamentals online course will train you on all five ways to generate leads for your business. CLICK HERE.

How to drive digital leads to sales teams

how to drive digital leads to sales teams

Few corporate leaders know how to turn their company web site and mobile apps into a lead generation tool that drives digital leads to sales teams. Here’s a checklist to see if your company is doing what is needed to produce the leads that are there for the taking.That said, here is how to drive digital leads to sales teams:

1) Type in five terms that relate to your business that your potential customers might type into Google. Does your web site come up in the first 3 results? The first page? How far do you have to click into the results before you see your company name?

ACTION: Check if your competition is doing a better job. Audit for search engine optimization. Put in a plan.

2) Are you sending frequent emails to your customer list that has massive value? Send them helpful, expert info. Send them tips on how they can do their jobs better. Sell to them rarely and only offer exclusive, limited time offers that are available nowhere else.

ACTION: review and update your email marketing practices. Put in a strategy. Give them a way to interact with you back. Measure it all an capture real time actionable leads.

3) Is there an easy way for visitors to your website to interact with your company? A contact Us page is not enough. Are you engaging them with free reports, downloads and other assets.

ACTION: Develop an email capture program and build your list with great content.

4) Does you web site contain articles and blogs that contain “how to” content and helpful strategies and tips. Content that is useful not blatantly sales-motivated?

ACTION: You need a content library that will attract customer with problems that need to be solve with your company’s expertise.

5) Can you buy your products or services on-line? If you have products or accessories that can be sold through the web, you should be selling them online. Digital sales makes it easy for your customers to find what you are selling. A digital store can produce inbound traffic that can be closed by a live sales person. It can also take the load off sales people for the smaller commodities they sell. And it can be a good source of lead generation when a new customer buys a smaller item and can be upsold later to larger purchases.

ACTION: Ask your sales people if they are bogged down by small commodity sales. Develop a plan to sell online.

6) Is your company visible on social media? Do you know its Klout score? And is it over 50?ACTION: Use your online content to drive visibility on Twitter, Facebook, LinkedIn, Google+ and more. Find a young staffer that knows social media and engage them. And get strategic help as needed from the outside.

7) What does your company website look like on your tablet or smartphone. Do you know that 33+ per cent of web visits come from mobile devices today?

ACTION: Do a mobile audit and get a mobile friendly version of your web site live.

8) Get strategic help. You may not have the internal expertise to do any or all of the above items. A designed strategy lead by experts is key to success. ACTION: Find an agency that does it all and start a conversation. (Hint: contact Cyberwalker Digital)

Andy Walker is a digital marketing strategist specializing in sales lead strategies using digital assets. He is based in Toronto and Tampa. Contact him here