Performance Marketing Blog

How do you improve sales? Change your marketing approach.

Posted by Natalie Young

Feb 28, 2014 9:39:43 AM

Find the key to marketing success

 

If business has been slow and sales of your company’s product or service have stalled, it’s obviously time make some changes to boost sluggish operations. While you may recognize that an online presence is just as important as other advertising methods, you still may need to kick your old promotion efforts to the curb and start fresh. You can improve sales by changing marketing tactics and utilizing new tools.
1. Keep in mind that your company’s reputation precedes it. This means recognizing that your customers have knowledge about you and your business, while you may be short on information about them. The best way to figure out who your clientele is and what their buying preferences are is to look at your sales cycles and sources. You need to find out how these customers are landing on your site, the search terms they're using, and what types of information they’re seeking before they find you.
2. If you’re not providing value up front, you’re already at a disadvantage compared to your competitors. In the new age of internet marketing, improving sales by changing marketing means offering content. You need to generate interest through blog entries and social media posts that are educational or entertaining. Only through generating content will you earn the attention of your potential customers. From sparking their interest you can eventually turn the prospects into leads, and ultimately convert sales.
3. Don’t rely on networking to bring customers through the door. While relationships and referrals are important to maintaining a strong business, your clientele wants to feel comfortable that you are educated and experienced in their field. Stay on top of market trends, news, events and product releases, and make sure your leads know that you have the latest scoop. Encourage your customers to follow you on social media, and ask that they invite friends to do the same. There are also low cost outlets where you can issue press releases to increase your online visibility and draw traffic.
4. Focus more of your efforts on inbound rather than outbound marketing. The difference lies in the process you concentrate on to draw traffic to your site, and whether you’re earning their attention or buying their interest. An educational blog post on a timely topic or an announcement of an industry related event on social media will lead potential customers to your website. Once there, the chances they linger are much stronger than if they find you by flipping through yellow page ads.
5. While it may have worked with traditional marketing methods, pursuing leads during certain budget cycles doesn’t necessarily translate into more sales with modern advertising. Think outside the box, especially considering the shifts in the economy and buying trends that may fast track your customer’s projects. Never let budget cycles prevent you from presenting innovations and technological advances to customers simply because they don't have the funds to spend on new solutions. If they're really interested, they can usually find a way.
Improving sales by changing marketing methods may seem like a lot of work, but it’s important to consider the alternative and understand the impact on your bottom line. Your business can’t survive without turning a profit, and your advertising campaign depends on attracting potential customers to get a leg up over your competitors.

 

 

Find your path to success with Performance Marketing
Read More

Topics: marketing success, marketing keys, gain customers, increase sales

How do you improve sales? Change your marketing approach.

Posted by Natalie Young

Feb 4, 2014 3:29:00 PM

time to change your marketing strategyIf business has been slow and sales of your company’s product or service have stalled, it’s obviously time make some changes to boost sluggish operations. While you may recognize that an online presence is just as important as other advertising methods, you still may need to kick your old promotion efforts to the curb and start fresh. You can improve sales by changing marketing tactics and utilizing new tools.

1. Keep in mind that your company’s reputation precedes it. This means recognizing that your customers have knowledge about you and your business, while you may be short on information about them. The best way to figure out who your clientele is and what their buying preferences are is to look at your sales cycles and sources. You need to find out how these customers are landing on your site, the search terms they're using, and what types of information they’re seeking before they find you.

2. If you’re not providing value up front, you’re already at a disadvantage compared to your competitors. In the new age of internet marketing, improving sales by changing marketing means offering content. You need to generate interest through blog entries and social media posts that are educational or entertaining. Only through generating content will you earn the attention of your potential customers. From sparking their interest you can eventually turn the prospects into leads, and ultimately convert sales.

3. Don’t rely on networking to bring customers through the door. While relationships and referrals are important to maintaining a strong business, your clientele wants to feel comfortable that you are educated and experienced in their field. Stay on top of market trends, news, events and product releases, and make sure your leads know that you have the latest scoop. Encourage your customers to follow you on social media, and ask that they invite friends to do the same. There are also low cost outlets where you can issue press releases to increase your online visibility and draw traffic.

4. Focus more of your efforts on inbound rather than outbound marketing. The difference lies in the process you concentrate on to draw traffic to your site, and whether you’re earning their attention or buying their interest. An educational blog post on a timely topic or an announcement of an industry related event on social media will lead potential customers to your website. Once there, the chances they linger are much stronger than if they find you by flipping through yellow page ads.

5. While it may have worked with traditional marketing methods, pursuing leads during certain budget cycles doesn’t necessarily translate into more sales with modern advertising. Think outside the box, especially considering the shifts in the economy and buying trends that may fast track your customer’s projects. Never let budget cycles prevent you from presenting innovations and technological advances to customers simply because they don't have the funds to spend on new solutions. If they're really interested, they can usually find a way.

Improving sales by changing marketing methods may seem like a lot of work, but it’s important to consider the alternative and understand the impact on your bottom line. Your business can’t survive without turning a profit, and your advertising campaign depends on attracting potential customers to get a leg up over your competitors.
Read More

Topics: increase sales, marketing, business marketing, effective marketing, business efforts, generating leads, dealing with marketing changes

Setting marketing goals for 2014- be sure they are SMART

Posted by Natalie Young

Dec 16, 2013 12:09:00 PM

smart goals in marketingWith 2013 winding to a close, it’s time to get a jump start on next year and begin setting marketing goals for 2014. While it may seem like a simple task, you need to take time to identify your professional ambitions and pinpoint specific methods that you’ll use to accomplish your objectives. As you sit down to brainstorm about your marketing approach for 2014, keep in mind some “SMART” ideas to make the process easier.

  • SPECIFIC - Be very detailed in setting marketing goals for 2014. Instead of just vowing to turn a higher profit as compared to 2013, lay out the steps you’ll take to increase your sales. For example, pledge to make ten more phone calls than the previous week or post two blog entries per day. You might want to start with a summary of the goals you want to achieve, followed by specific numbers that will help you accomplish them.
  • MEASUREABLE - Make your marketing goals quantitative instead of using broad strokes or general terms like “more” and “better.” Website metrics and online tools can help you determine where additional effort is necessary to improve your sales. If you find that certain traffic is driven to your site via one particular source, devote more resources to exploit the phenomenon. It might be helpful to categorize your goals into appropriate segments, such as website updates as separate from social media posts and blog entries.
  • ATTAINABLE - Be realistic when setting marketing goals for 2014, instead of chasing a pipe dream that will result in failure. Avoid challenges that would be impossible, too complicated or simply impractical to attain. Make sure your vision is achievable with hard work, not one that requires you to move mountains or develop super powers.
  • REALISTIC - No one knows you and your business better than yourself, so be honest when setting marketing goals for 2014. If you’ve had failures in the past and found that accomplishing certain goals is simply out of reach, it’s a waste of resources to continue. While it may be a goal you want to achieve, chasing an impossible dream won’t result in sales or increased profits. Your efforts are better focused elsewhere, on goals that you're confident you can complete with appropriate efforts and a reasonable time frame
  • TIMEBOUND - Stick with a deadline when establishing marketing goals in the New Year, rather than just promising to accomplish them as soon as possible. Based on your experience, you should be able to pinpoint the amount of time each of your goals will take to achieve. Add to this period the delays and issues that will inevitably arise, and you can establish a time frame to help you stay true to your goals. Commit to this schedule, stay motivated, and increase your efforts if you haven't hit your goal as the deadline rolls around. It's smart to incorporate the agenda into your calendar so you're alerted in advance and can concentrate resources on accomplishing what you aim to do.

It may be time consuming and require you to step outside your professional comfort zone, but setting marketing goals for 2014 is a necessary part of moving into the New Year. Just as with any significant undertaking, success results only from the proper investment of time and resources as you plan the next phase.

If you are interested in getting a free marketing assessment - contact us here!
Read More

Topics: increase sales, HubSpot Tips, Content Marketing, Inbound Marketing, business marketing, effective marketing

Marketing 101 - Email Marketing 10 Quick Tips

Posted by Natalie Young

Dec 11, 2013 11:54:00 AM

marketing 101 email tipsEmail Marketing: An Introduction

What makes a successful email marketing plan? Here are 10 quick tips to consider when launching yours:

1. Ask for permission.
Sending to people who want to hear from
you is the best way to remain legally
compliant, maintain a solid reputation, and
generate great results. And with
consumers becoming more finicky about
what they read - and servers becoming
more finicky about what they deliver -
building a true permission-based list is
more important than ever.


2. Get into the address book.
Want to know the secret to reaching the
inbox? It's the Address Book. Get in there,
and you're more likely to bypass any filters
and show up just the way you want to. So
remind your audience members to add you
to their address book (or white list or safe
senders list) every chance you get.


3. Give your emails style and
substance.

The visual possibilities of HTML mean it's

easier than ever to create emails that are
attractive and enticing. Just make sure
that in addition to creating emails that look
great, you're also giving your emails
enough substance to warrant sending them
in the first place. Marry style and
substance with the campaigns you send,
and your readers will thank you (and
probably buy something while they're at
it).


For a complete list of our 10 quick Tips, Click Here!

Read More

Topics: marketing strategy, Email marketing, Email marketing, increase sales, business marketing, effective marketing, marketing tactics, marketing tools

Light and Energy Control Marketing: To Talk or Not to Talk Isn’t Really the Question

Posted by Natalie Young

Nov 30, 2012 12:42:00 PM

electrical marketingIf you’re trying to reach potential clients in the Light and Energy Control market, not talking to your audience isn’t an option. If people don’t know about you, your products, your solutions and your services, they simply can’t do business with you.

And if you think that potential customers will find you on the web just because you have a website, you’ll be sorely disappointed.

The real question isn’t whether you should be talking about your business. You should be! What makes a difference is what you’re talking about.

Too many businesses see their website or their blog as a their own little soap box or bully pulpit. They use it to tell prospective customers how great their company is. They talk about how wonderful their products and services are. They tout the industry awards they’ve won—all in hopes of convincing prospective clients to do business with them. And it doesn’t work. Why?

They’re talking about themselves. Here’s some bad news: Customers don’t care about your business. The good news is that they do care about something: They care about the problems they face and how you might be able to help them solve those problems. That’s why they’re on the Internet, looking at your website and reading your blog in the first place. They’re looking for information and ideas that will help them solve their problems.

Take a look at your own website or blog if you have one. Now try to see it from your prospective client’s point of view. Are you addressing the questions or problems your customers face? Are you providing them with information and ideas that will help them succeed? Or are you simply giving them a sales pitch?

In reality, most light and energy control companies don’t simply sell products. They sell solutions. Are you helping your clients find solutions to the problems or issues they face? Are you using your website and your blog to engage with clients—asking them what they need and helping them find it?

Not talking to prospective clients isn’t an option. Talking to them in the right way is critical. If you’re interested in finding out more about how to talk to and engage your clients, let’s talk and work out a solution together.

What’s the biggest challenge you face in engaging your prospective clients?

Read More

Topics: increase sales, energy control, lighting, electrical marketing

Inc 500 Companies Use Content Marketing for Business Growth

Posted by Natalie Young

Sep 7, 2012 9:52:00 AM

Inc Magazine recently came out with their annual list of the fastest growing companies. What business CEO woudn't want to be on that list? Many of the companies on this list are well known to me for using innovative techniques centered around Inbound Marketing. 

For those of you unfamiliar with Inbound Marketing - let me explain: Today's customer is tired of getting interrupted. They fast forward through commercials, they screen their calls, they use spam filters for email. Their philosphy is - "Don't call me - I'll call you". When they are ready to purchase, they will let you know.

Marketing Sales Funnel

 

As a result, Performance Marketing has adopted Inbound Marketing techniques to help our clients break through and get qualified leads that turn into business. Inbound Marketing is about offering up solution-based content to buyers who are in the "interest" phase of the sales funnel. Once your prospect shows interest in your solutions - we nurture those prospects at their own pace - until they are ready to purchase. We offer helpful content along the way pushing them through the funnel until the prospect eventually makes a purhcase. By effective lead nurturing, companies today are able to create marketing messages to the right people at the right time. What could be more optimal?

 

Take a look at some of the forward thinking marketers on our list and see if you can pinpoint the use of Inbound Marketing!

#11 – NastyGal (Los Angeles, Calif.)
NastyGal, a women’s apparel store, drives a visual content marketing strategy perhaps as well as anyone. Its daily (sometimes more) blog shows off trends in the industry through smart text and beautiful imagery. This visual approach has led to their amazing following on Instagram (over 300,000 followers) and nearly 500,000 fans on Facebook.
#20 – BlueGrace Logistics (Riverview, Fla.)
The fastest-growing freight hauler positions itself as one of the clear thought leaders in its space with its weekly blog. BlueGrace pairs its blog content to major events, like the start of the football season and logistics, or how hurricanes can disrupt the supply chain process.
#236 – LeanDog (Cleveland, Ohio)
No, this agile software consulting group doesn’t have a blog, but its event program spreads the word about the growing company like nothing else. LeanDog produces an annual event called GiveCamp, where it leverages its coding expertise to help nonprofits. That venture alone has led to amazing word-of-mouth leads for the company, along with its regular training seminars for newbies.
#314 – HubSpot (Boston, Mass.)
The search-led software company is perhaps the poster child for inbound marketing, where it is given much credit for coining the term and growing the industry. More original content comes out of HubSpot than almost any other company. Its blogs, infographics, research, e-newsletters, and (yes) even a print book have vaulted HubSpot straight to the top.
Thanks Joe Pulizzi for these great examples!

To see how your company can use Inbound Marketing to generate and nurture leads click here.

 

Generate More Leads Now!

 

Read More

Topics: lead nurturing, lead generation, increase sales, Content Marketing, Inbound Marketing

Create Marketing People Will LOVE...new tools for marketing!

Posted by Natalie Young

Sep 4, 2012 11:03:00 AM

Marketing is getting more complicated. Take a look at history - it used to be a blend of Newspapers, Telemarketing, Direct Mail and Trade Shows. These days - the choices are plentiful and for small and medium sized businesses, those choices can get more technical and therefore, more confusing; websites, social media, email marketing, call to actions, landing pages, and more.

Additionally - it used to be that you kept all your contacts in a rolodex. (remember those?) Today, with multiple tools and social media tools - marketers most valuable asset - the prospect list - can become disorganized, inconsistent and incomplete.

marketing contacts solutionThis week at Inbound 2012, we've just seen the release of a tool that can help centralize your database all in one location. No more Excel spreadsheets, downloading, merging, uploading etc.

Imagine that you login to your contacts database - where you can you locate your contacts basic information, but now - using our new tools - you can see an entire history of every interaction they've had with your company. You can see which website pages they've visited, which product brochures they've downloaded, what social media interactions they've had and more!

With this new tool, you'll have the most scaleable, powerful marketing database ever created. No other system lets you maintain and work with all this data. It's the only database you'll ever want or need.

Oh yea...one more thing about the contacts database - it has a mobile app, so you can take your contacts wherever you go! Check out this cool screen shot....hubspot iphone app resized 600

And the best part - that's just one of the hundreds of tools that we have to offer small and medium sized businesses. Here's just a peek at some other bullet points: 

  • A new way to segment and nurture your leads.
  • It's easier than ever to build engage your website visitors and capture their info.
  • Create forms on your website that recognize repeat visitors.
  • Personalize offers for each visitor.
  • Turn social media into a powerful channel.
  • Email marketing without using a separate tool.
  • Integrate with your CRM and close deals faster.
If you'd like to schedule a demo for how we can kickstart your marketing and streamline your sales process...68e3e1ac-c172-47d9-81db-f84cdb542633
Read More

Topics: lead nurturing, lead generation, increase sales, HubSpot Tips, marketing, Inbound Marketing

B2B Online Marketing to create more leads – 6 Significant Hints

Posted by Natalie Young

Jul 19, 2012 1:39:00 PM

new-media-marketingRemember when marketing meant a well-developed direct mail campaign, attending a few well-chosen trade shows, prospecting for new customers with cold calls and keeping in touch with your customers via personal sales calls. Those days are gone. Today's business executive has a myriad of products and services competing for her attention via the Internet. If you're not making the most of b2b online marketing, you're losing customers.

Fortunately, there are several easy ways to ramp up your b2b online marketing effort quickly and inexpensively. Below are just a few ideas:

1.  Create and maintain a blog. Every business needs a blog...a regularly updated blog. This gives you an instant way to share information with your existing and prospective customers. If you don't have time to write the blog yourself, you can hire a freelance writer to help you for a reasonable rate

2.  Embrace social media. The phenomenon that is Facebook has changed the way businesses market to consumers and to each other. What began as a way for college students to keep track of their friends has evolved into the greatest marketing tool in history. And, it's free.  There are more than 750 million active users on the site. Where else could you get this kind of exposure?

3. Make your website interactive. If your website does not give your prospects a way to interact - you may be missing out on converting them to customers. Call to Action buttons and custom tailored landing pages can raise the ROI on your website and help to pinpoint those prospects that are ready to buy.

4.  Learn about SEO. SEO--Search Engine Optimization--is the art and science of getting your Web site ranked in the first few pages of a Google search. Simply put - if you want to get found for specific key words - every page on your web site should be "optimized" to contain these words. If your clients search Google and find your competitors, you may need some fine tuning in this area.

5.  Create an email list. Give your Web site visitors the option to be on your mailing list. Do not underestimate the value of an email address in today's marketplace. Your email list is your sales funnel and it's vital to stay in touch on a regular basis.

6.  Write and publish online press releases. Another useful b2b online marketing approach is to write and publish press releases about your product or service. Did your company recently will an award?  Are you launching a new product? Let other businesses know by writing a press release and posting it on a site such as PR Newswire.
Read More

Topics: lead nurturing, lead generation, increase sales, HubSpot Tips, Hubspot, Content Marketing, marketing, marketing services, B2B

Marketing Case Study – Lighting and Electrical Industry

Posted by Natalie Young

Jul 12, 2012 3:23:00 PM

In November 2011 – Performance Marketing acquired a new client in the lighting and electrical industry. This client, as a manufacturer’s representative for lighting & energy control products – provides education, product information, and technical support for its clients. 

By creating a website that acts as a resource – we’ve had huge MEASURABLE successes in just 6 months. We promoted events, created content, posted product information downloads, created a blogging strategy and more. Here is an image of the website currently – but the graphs and statistics to follow are the exciting stuff!

lighting case study resized 600

 

Moving forward, we will focus on the data, not only as a measure of our successes, but to make intelligent decisions on strategy and future direction.

 

Overall Website Traffic:

Organic Search visitors went from 39 visitors per month in Nov 2011 to 300+ per month in May 2012

Why is this important? This means that people are finding thw site online. It means that the content on the website is matching live searches from real people looking for lighting and energy control products and services.

 

Direct Traffic has gone from 69 per month in Nov 2011 to 500+ per month in May 2012

Why is this important? This shows that current customers are using & visiting the website as a resource…AND COMING BACK FORM MORE EVERY MONTH! This goal here is to “shorten your sales cycle” and use the website do the “educating” so the salespeople don’t have to. Instead of wasting time selling something a prospect doesn't need, prospects actually tell you what they're interested in, based on what they read, download, or opt into. Now the sales person calling on that account can continue that education process with a very targeted conversation based on the prospect's precise needs, as opposed to figuring it out on the phone or trying to sell things that aren't relevant to the client’s needs.

 

We’ve logged 10,000+ individual page views....


lighting results marketinglighting results marketing 2

 

 

The client’s website is converting leads at 5.44%!

  • The average website converts leads at less than 1%
  • The average for Active internet marketers is 2 to 3-1/2%
  • Hubspot – the masters of internet marketing – converts at 7%

lighting results marketing

The Client’s website is ranking for several keywords that were chosen 6 months ago:

  • Ranks in top 3 positions for 19 of chosen top keywords
  • Ranks in top 10 position for 38 of chosen top keywords

Website Grade:               Start = 4               Now = 79

 

Traffic Rank: Top 34.9 % Alexa is an online service that measures traffic for millions of sites on the Internet in a similar way to Nielsen television show ratings. Your website has an Alexa rank of 10,849,921 which is in the top 34.9 % of all websites.

The bottom line results - increased interaction with your prospects and customers will result in closing more business. Now more than ever before, the results are measurable! Automating your marketing gives you the ability to quantify what is working and track the impact of your marketing dollars.

For more information on implementing similar strategies into your marketing mix – contact Natalie Young, Performance Marketing at Natalie@performancepromo.com

Marketing Solutions for Electrical and Lighting Companies

 

 

 

 

 

 

 

Read More

Topics: increase sales, marketing, website marketing, energy control, lighting, marketing services

Online Marketing: Why Giving Stuff Away is Better Than Selling (Except When it’s Not)

Posted by Natalie Young

Jul 10, 2012 2:59:00 PM

give sellThere’s an old joke about a businessman who made widgets. They cost him $1 to make and he sold them for 75¢. A friend told him that was a terrible business plan and that he’d be broke in no time. The businessman told his friend not to worry—he’d make it up in volume.

If you take a casual look at marketing on the Internet today, you might think some people are trying to do the same thing. Businesses are constantly giving away stuff for free. Usually it’s not an actual product or service, but it’s still free. How can you build a business by giving away stuff?

What it comes down to is how your customers use the Internet. If someone is considering buying a high-ticket item (a car, a home, a lighting system for their business . . .) they are probably not going to read a glowing online description and then buy it sight unseen on the Web. For items like that, people come to the Internet for information. And the more helpful information you can provide them, the more likely they are to eventually make their purchase (probably in person).

What should you give away? Give your customers genuinely helpful information. That means providing honest answers to legitimate questions they have. It means providing them with insight and understanding that will enable them to make a better decision. It doesn’t mean giving away your trade secret or your competitive advantage. And it doesn’t mean cloaking a sales pitch as “help.”

Why should you give away? Sharing your knowledge and industry expertise helps establish you as someone credible and trustworthy. People still prefer to do business with someone they trust—particularly when it comes to high-ticket items. On top of that, giving away good information helps qualify your leads. Not everyone who comes to your website is the kind of lead you’re looking for. Visitors that are interested enough to download a special report (or more than one) are telling you that they are serious about what you have to offer.

There’s a time for everything. After a potential customer has downloaded a couple of reports or whitepapers, that’s the time to reach out (probably in an email) and acknowledge their interest. This is the time when selling is better than giving stuff away. Remember, your potential customers come to the Internet first for information. When they have what they need, then they may be ready to buy. 

Read More

Topics: increase sales, Content Marketing, marketing, website marketing, Inbound Marketing, blogging

Promotional marketing ideas for small medium businesses

Subscribe to Email Updates

Recent Posts

Posts by Topic

see all