Performance Marketing Blog

What’s Your Goal With Your Light And Energy Marketing?

Posted by Natalie Young

Jul 12, 2013 8:00:00 AM

What%27s your goal with your light and energy marketingIf you’re running a light or energy control business, you don’t do marketing because you have nothing better to do with your time. It’s not merely a creative outlet for you. And you sure as heck don’t do it just to win awards. So what is your goal for marketing your light or energy business?

Some people might say that they do it to increase sales. Of course, ultimately, that’s what you’re after. But think for a moment. How many of your clients actually buy lighting or energy control systems online? It just doesn’t happen. Systems like this aren’t something someone whips out a credit card to pay for. It’s generally a long sales cycle that ends in some kind of face-to-face meeting.

So what are all these people doing on your website if they’re not buying? They’re looking for information. They’re looking for the best solutions for their specific situation. And they’re looking for somebody who understands what they want and need—and can deliver it.

So what are your goals with your marketing efforts? One goal is to deliver quality information that answers the questions your potential customers have. It’s not to overwhelm them with the information you think they need. It’s to answer their questions and concerns. If they think you know what you’re talking about—and have a solution that works for them, they’ll keep coming back. And remember: it’s a long sales cycle, so you want them coming back for more information.

Your bigger goal, however, is to get these potential customers to “raise their hands.” You want them to identify themselves to you as serious leads. How do you do that? One way is with a great call to action that offers them something of value (generally in the form of more specific information) in exchange for their contact information.

You can offer a special report, a white paper or even a case study that demonstrates a solution that works for them. But remember, this isn’t a sales pitch. It’s valuable, helpful information. But once a lead qualifies himself by requesting this information, you can go back to him and nurture that relationship. You can keep offering information until he is ready to talk about a solution.

Your goal is to get good information out to people who may be customers and then to get them to raise their hands and ask for more. That’s one way to use your website to generate qualified leads—and that’s how you get the sales you need to succeed.

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Topics: Marketing for Light and Energy Control, lead nurturing, lead generation, call-to-action

Lead Nurturing For Lighting And Energy Control Businesses

Posted by Natalie Young

Jun 28, 2013 1:00:00 PM

Lead nurturing for Lighting and energy control businessesIf you’re trying to get the message out about your lighting or energy control business, you know that marketing is about a lot more than catchy slogans and pretty pictures. It’s an ongoing effort to make sure the right people find out about your solutions can help solve their problems. It’s also about more than just getting potential customers to look at you. You want to turn lookers into leads.

The good news is that you can use the content on your website to generate leads. Your potential clients are looking for solutions to their lighting and energy control problems—and they’re going on the web to look for answers. Your website can be a powerful tool for turning those people who are looking for solutions into leads—if you’re smart about how you use your site. (If you’d like more information about how to do that, we invite you to download our free 5 Essential Steps to Generating Leads Using Your Website white paper.)

Of course just generating leads isn’t enough. Your ultimate goal is to generate sales. But lighting and energy control solutions are major purchases—with a longer sales cycle. And that means you need to nurture those leads. You need to continually provide interested prospects with information that will help them make a good buying decision.

To do that effectively, you need a strategic lead-nurturing campaign that can help you set up a consistent, automated program to keep you and your company’s solutions in front of potential customers.  You can provide prospects with additional helpful information—and you can remind them of the benefits of your particular solutions. Having to set up a separate program for each prospect just isn’t practical. That’s why an automatic campaign—that can be used for any customer—is so valuable. It ensures that you get the right kind of information to the right people, at the right time.

Click here if you’d like more information about how to set up a lead nurturing campaign that will incorporate a lead nurturing strategy, email marketing campaigns, call-to-action buttons for your website content and creating landing pages on your website for lead conversion.

Don’t let the leads you generate wither on the vine. Nurture those leads and keep them growing—and moving down your sales funnel!

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Topics: Marketing for Light and Energy Control, lead nurturing, lead generation, automated lead nurturing campaign

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!

 

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

Blogs and Newsletters = Marketing Success

Posted by Natalie Young

Jul 2, 2012 11:14:00 AM

If you’re a small to medium business owner you already know that these are challenging times. It’s a tough economy and consumers are holding on to their purse strings tighter than ever. You’re faced with a dynamic and constantly changing business and marketing environment and you need your business strategy to be maximized for optimum effect. So what options are available to you and how can your marketing strategy be enhanced to take advantage of new opportunities and resources to gain leads and new customers as well as keeping current ones coming back? 

newsletter servicesAs experienced business operators know it’s always possible to survive and prosper and experience business growth, even in a terrible economy. The key to increasing your sales fast - in any economy - is small business marketing. 

Ok, so maybe I’m not saying anything that you don’t already know.

But ask yourself;

  • Are your marketing strategies up to date?
  • Are you using all of the resources available to you in today’s high tech marketing climate?

I can assure you that your competitors are....

Small business marketing has changed drastically over the last few years. There’s a whole new crop of potential customers out there and for the most part:

  • They don’t read newspapers or magazines
  • They don't respond to direct mail
  • A lot of them don’t even watch a regular TV anymore

They’re hooked up and wired in. If you’re going to have a successful marketing plan and sustained business growth in today’s world you have to be online.

Besides having a business website, most people think of social media when they consider online marketing. But there are more targeted tools available to small business marketers:

Two marketing tools that are among the most effective as well as the most under utilized are blogs and e-mail newsletters. Not so long ago setting up a website or a blog required some pretty in depth technical skills and some proficiency in HTML coding. This is no longer the case. Blog hosting platforms like Wordpress and Blogger make setting up an attractive and professional looking site a matter of just a few hours and a lot of mouse clicks. There are lots of benefits to having a blog for your business.

  • A blog provides an easy means to tell your customers about your products and company news as well as sales and special offers.
  • A blog gives you an opportunity to show off your expertise and gain authority in your industry.
  • A blog builds brand awareness and facilitates a personal relationship with your customers as well as helping you to gain insights into them.
  • A blog opens up an alternative means of communication and cuts down on calls and correspondence to your office. 

Your blog can also serve as a perfect way to let customers sign up for a regular e-mail newsletter. This gives you a yet another way to keep your business in front of your customer and communicate news, special offers and helpful expertise and build a strong personal relationship. A newsletter enhances lead generation because it’s targeted at a more receptive audience. Both blogs and e-mail newsletter give you instant trackable feedback about how many people are seeing your content. Both are virtually free to set up. 

However, maintaining and promoting a blog and newsletter, requiring regular fresh content and the application of techniques to ensure high search engine rankings, is a time consuming chore.

For most businesses it makes sense to engage the services and expertise of a professional blogging and newsletter service. The benefits to be realized from these small business marketing methods far outweigh the negligible costs involved, and let you spend your time where it’ll count the most, running your business. 

Times may be tough, but putting the power of a professionally maintained blog and newsletter to work for your business will help your business weather the storm until calmer seas prevail.

newsletter program

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Topics: lead nurturing, lead generation, Content Marketing, marketing services, B2B, blogging, newsletters

Is All This Talk About Inbound Marketing Just a Bunch of Hot Air?

Posted by Natalie Young

Mar 8, 2012 11:19:00 AM

Over the past couple of years, there has been a lot of talk about the emergence of social media inbound-marketing-balloonand inbound marketing strategies as the new wave of marketing. But is it just talk? Is it all a bunch of hot air? Or is something real going on here?

 

The inbound marketing gurus at HupSpot recently shared a case study about one of their clients that gives some pretty compelling evidence that taking an inbound strategy to your marketing isn’t just “pie (or a balloon) in the sky.” You can read the complete case study for yourself, but here’s the gist of it.

 

The company purchased 20 spots before, during, and after the Super Bowl in its local market. The ads used a tracking phone number so the business knew which incoming calls came from the commercial. The commercial drove viewers to the company's homepage, but there was no integration of offline efforts with their website or social media. According to Nielsen Ratings, their ads were seen by 2.8 million viewers.

 

Web traffic for the company was up 11% on Super Bowl Sunday and 4% the following Monday. That’s a nice increase. But during that same time period their blog generated twice as much traffic as the TV spots—AND several inbound leads. The TV ads generated no online leads, only 7 phone calls, and zero opportunities or customer conversions. And what did they pay for this kind of performance? $54,000!

 

Since this company started using inbound marketing it has increased organic traffic by 567% and overall traffic by 583% in less than a year.

 

Does that mean that if you throw together a blog and post it on the Internet that you’ll see the same kind of results? Nope! You need a good strategic plan. You need good content. And you need to execute your plan well. We can help you with that. Shoot us a note and we’ll be happy to talk to you about how you can take advantage of the power of inbound marketing.

 

Unless, of course, you still think it’s just a bunch of hot air!

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Topics: lead nurturing, lead generation, increase sales, Hubspot, Content Marketing, marketing, website marketing, Inbound Marketing, marketing services, B2B

3 things your marketing Dept should STOP doing in the new year

Posted by Natalie Young

Jan 3, 2012 11:18:00 AM


As the new year begins - many of us are starting to make those dreaded resolutions in order to improve ourselves, our businesses and so forth. We know that if we want to lose weight - it's more about what we STOP doing than what we actually START doing. 

If you haven't made any marketing goals so far for 2012....I've got a few suggestions here about what you need to STOP doing to improve your return on every marketing dollar:

1. Stop making it about you! Today's clients want to know that you are concerend about THEM. Whenever you start to create an email, blog, post card or marketing piece - stop to think about the customer. What do they Want and Need to know from you to make a buying decision? Instead of putting your mission statement on your web site - why not tell them what your mission statement means for them and the service they will receive because of your corporate culture? Instead of showing a photo of your building - why not tell them about the research that goes on under the roof of that building and how it makes your product superior and why? Understand how Traditional marketing has changed. Bottom line - put your clients first!

2. Stop Talking So Much! My mentor Rick Roberge used to tell me - "During client meetings - 2 out of every 3 sentences should be a question."  Think about this...and take note next time you are in a client meeting. Do you go into "presentation mode" before you really understand the client's problem? Are you touting your product before you know if it's really going to help? Get the client to share, think about a solution - can you really make a difference? If so, you will start to create evangelists instead of customers. This is where true growth will be found.

3. Stop doing things the way you've always done them! Customers today are not buying the same way they did 5 years ago. Today's buyer is much more savvy and educated. Odds are they've already been on Google and researched you and your competitors before you've even had a chance to meet with them. This is why - more than ever - your marketing dept and your sales department MUST BE aligned and work smarter to close more business.

The SMARKETING movement is growing quickly and addresses how marketingsmarketing interesection and Sales can work together. In fact, if you're interested in learning about how Smarketing can help your business grow in 2012 - it's not too late to sign up for our 12 week course on the "12 steps of Sales & Marketing Integration" that starts next week. If you're serious about growth in 2012 - our course starts on Wednesday January 11, 2012!

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Topics: lead nurturing, lead generation, increase sales, Content Marketing, marketing, website marketing, Inbound Marketing, sales development, smarketing, sales and marketing alignment

What Does Hockey have to do with Sales & Marketing?

Posted by Natalie Young

Dec 13, 2011 2:43:00 PM

What does Hockey have to do with sales & marketing? Better yet, what does a Southern California native girl know about Hockey?

stanley cupWell, as strange as it sounds - I'm a die-hard Ducks fan and have been for many years. Whenever we lost a game, our recently departed coach Randy Carlyle used to say "We didn't play for 60 minutes - we only played for 50". 

As we end the year - it may be the wrong time to slow down your play. That's exactly the time that may earn you that extra push to end the year on an upswing or start 2012 with the momentum you need/want for growth.

If you're struggling to stay motivated for the "last 10 minutes" of the game - you may want to join us for our webinar entitled "Three Things You Can Do NOW to Get Sales by the End of the Year!"

I am pushing to stay motivated and am hoping those around me will stay motivated too. Please feel free to invite your sales staff for this free training session and as an added BONUS - you'll receive our ebook which can be used well into 2012 to help you stay motivated.

improve salesWhy is this so important? I work hard to generate leads for my clients through Inbound Marketing techniques. I realized that the better equipped my clients are at "closing inbound sales leads" - the more valuable my services will be to my clients.

Our goal is to have Happy & Successful clients - 

Here's to a winning season!

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Topics: lead nurturing, lead generation, increase sales, Hubspot, website marketing, Inbound Marketing, marketing services, smarketing

Did you reach your sales & Marketing goals in 2011?

Posted by Natalie Young

Dec 12, 2011 11:23:00 AM

In sales (and Marketing) - it's easy to write off the end of the year as unproductive. As we near the end of the year - I can't help but think about my goals for 2011 and where I'm headed for 2012.

The fourth quarter could be time for most salespeople to pack it in - but frankly - I'm not most people.

I've worked hard to re-focus my business to offer the services that get "proven" results in sales and marketing. I'm not ready to throw in the towel for the last 2-3 weeks of 2011 PLUS I want to ride the momentum into 2012.

Just last week I spoke to a client that has co-op money that will expire by the end of the year. He's asked if we can use the funds to do a mini "marketing-makeover". Perhaps you have clients in a similar situation? Perhaps there are more ideas that would help boost the year end sales so we all keep the sales momentum as we head into the new year?

In 2012 - I will focus a lot on aligning marketing with sales. (SMARKETING).  I've learned that I have great tools at my fingertips to generate leads for my clients - but if they are not equipped to sell these leads - then the opportunity is lost.

No matter where you are in terms of making your quota, it is absolutely essential you maintain an even flow of communication with your sales prospects. 

We are sponsoring a webinar (with a bonus Ebook) in order to share "3 Things you can do NOW to generate sales by the end of the year". Send your sales people, customer service folks, sales managers and friends!! Just be sure you stay motivated....this will help us all.

marketing tips

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Topics: lead nurturing, lead generation, increase sales, marketing, website marketing, marketing services, B2B, sales development, smarketing

Promotional marketing ideas for small medium businesses

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