Performance Marketing Blog

Performance Marketing Rebuilds AV Poles and Lighting Website for Sophisticated Functionality

Posted by Natalie Young

Oct 10, 2018 10:39:09 AM

The Challenge

When asked about what they could do to gain more sales in the SoCal marketplace, AV Poles and Lighting decided to call on Performance Marketing, who specializes in marketing for the lighting and electrical field. 

First Things First - Foundation

The first thing Performance Marketing does when meeting a new client is start with the basics. The foundations of marketing are an important facet that is overlooked. Using a system called "Foundation 360", all facets of a business climate are reviewed, including the types of clients (Personas), the competitors, the Strengths-Weaknesses-Opportunities-Threats (SWOT analysis), and the buyers journey. After a discussion focused on measurable goals, we review the "tools" used to support the sales team and the goals set forth.

After reviewing the tools used by AV Poles & Lighting, it was determined that the logo and website did not represent the company for its true brand idenity. As a forward-thinking, fast-paced company, they needed a more sophisticated logo as well as a website technologically more advanced and provided a better user-experience.

As is common, the company founders were emotionally attached to the logo. The logo represented the roots of the company and so it was agreed that the logo concept would stay, but the designers would streamlin the design and updat the color scheme to reflect a more forward-thinking, innnovative manufacturer that AV Poles truly was. The values remain the same as told by owner Matt Uhre, "Our values are consistency of quality and service, responsiveness to customers’ needs, integrity as the basis of our relationships, satisfaction in exceeding customers’ expectations, discipline to continuously improve the value of our products, and taking pride in our work."

 

Next - Website Design

To rebrand AV Poles and Lighting, Performance Marketing did a complete overhaul on the company's website. Performance Marketing listened to the folks at AV Poles. The website design is carefully considered from a (UX) user-experience point of view. We take into acount the overall experience of a peson using the website, especially in terms of how simple or pleasing it is to use.

Although the design phase focuses on the visual flow to the website redesign, equally important is the back-end systems behind these designs that relay data and support the business processes. Performance Marketing worked through each feature and developed functionality according to AV Poles and Lighting's business needs and goals.

 

AV Poles and Lighting's Old Website

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The Result 

AV Poles and Lighting relaunched their website in April 2016 and have seen tremendous growth. The new website has showcased AV Poles as the innnovative manufacturer that they truly are and it put them in a position to grow as a leader in their industry. Focusing on SEO, modern web design, and sophisticated site functionality has generated dramatic results.

Performance Marketing was able to take AV Poles and Lighting to the next level, allowing them to grow as a company and continue to stay on top in the lighting industry. 

 AV Poles and Lighting's New Website and Logo

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Topics: marketing strategy, marketing, case study, rebranding

Using Testimonials Effectively on Your Website

Posted by Natalie Young

May 26, 2016 10:00:00 AM

Throughout the long history of marketing, one form of promotion has always stood head and shoulders above everything else. It’s kind of the Holy Grail of Marketing, and we call it Word-of-Mouth marketing.

One of the reasons it’s so effective is that prospective customers tend to trust other people (who experience the same fears, frustrations and challenges as they do) more than they trust the business trying to sell them something.

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That’s why so many companies use personal testimonials in their marketing materials, including on their websites. But just having a comment from a customer (even a satisfied customer) doesn’t always get the job done. You’ve probably read really awkward testimonials on websites that leave you wondering either what was just said or why it’s there in the first place.

Here are two of tips for getting testimonials that are punchy, relevant, informative and effective.

Edit the Comments You Receive

Sometimes marketers are hesitant to change the words their clients use. They don’t want to be disingenuous. They don’t want clients to feel manipulated. But not everyone is good at expressing him or herself on paper (or online). If you receive a quote or a testimonial that sounds awkward, re-work it to make it clear. Cut out unnecessary verbiage. Correct improper grammar. You’ll want to make sure you’re not changing the intent of what someone said; the idea is just to make it easier to understand. And if you’re concerned about your client’s reaction, show them the correction (and maybe explain why you made certain changes) before you make it public.

Write the Testimonial Yourself

Often clients know if they aren’t particularly good at communicating. Some simply don’t have the time to think about and write something for you (even if they’re really happy clients). One way to get around that is to ask them up front if you can draft a statement that reflects their feelings or experience and show it to them. You might say something like, “Would you mind having your name attached to this statement?” or “Does this accurately represent how you feel about your experience with us?” This enables you to focus on key messages that you know are important (and that your client might not think to mention). It also removes the burden from someone who would like to help but simply doesn’t have the time or the skills to do so. 

Word of mouth continues to be incredibly powerful, even in the digital age. Just make sure the words coming from your clients are clear, concise and on-message before you post them.

 

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Topics: marketing, word of mouth marketing, testimonials

Recycling Isn’t Just for Cans Anymore: How to Repurpose Your Marketing Messages

Posted by Natalie Young

May 4, 2016 10:00:00 AM

If you’re responsible for marketing to lighting representatives, electrical distributors, electrical contractors, lighting designers, contractors or A/V specialists, you know that those professionals are always looking for new developments and new ideas to help them do their jobs better. And when they look, they are going to be looking online.

recycle7.pngThat means if you want to reach this audience with products, services and ideas, you need to be online where they’re looking. That’s part of the beauty of regular blogging for your business. It’s a great way to pull potential clients back to your website, where they can learn about what you have to offer.

Naturally, the more valuable, helpful content you have on your blog, the better your chance of attracting your target audience. Unfortunately, coming up with regular content is one of the biggest challenges for businesses that blog.

One way to solve that problem is to repurpose your marketing messages. I’m not talking about reposting something word-for-word. Instead, take commonly asked questions and frequently voiced issues and find fresh new ways to talk about them. Repeating a message can be very important. According to the Online Marketing Institute, it takes between seven and 13 touches to produce a qualified lead (much more so a sale). So even if your potential customer has heard some of what you’ve said before, telling him again (in a fresh way) can only help.

Here are a couple of ways you might do that:

  • Updates: Talk about a familiar topic in your blog, but mention industry developments or changes in regulations that might impact your customers.
  • Break it Down: Instead of covering a broad topic again, break that topic into smaller (more detailed) components.
  • Change the Perspective: Tackle a topic you’ve already covered and present an opposing opinion.
  • Say It Differently: Sometimes you simply need to describe something in a new way. The topic may be great, but it needs to be re-written—maybe from the customer’s point of view.

Those are just a few ways you can repurpose content you’ve already used. The key is keeping the information current and fresh. We all know recycling is a good thing, but who knew it could be applied to marketing messages? 

 

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Topics: marketing, electrical marketing, blogging, electrical distributors, electrical contractors, marketing messages, A/V professionals, new marketing content

Strategy or Tactics: How Will You Win the Marketing War?

Posted by Natalie Young

Apr 27, 2016 12:31:11 PM

If you’re responsible for marketing your company, you know successful marketing doesn’t just happen. You have to fight for every inch of ground in terms of branding your company, getting your message out, generating leads and winning customers. It’s a real battle.

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You’re probably also aware that what worked a few years ago simply doesn’t work anymore. So how can you win this marketing war? Will you do it through superior strategy, or will you rely on tactics to get you where you want to go? It probably comes as no surprise to you that you need both if you want to see your business prevail.

Strategy

Having a good strategic marketing plan is essential. That includes understanding your unique value proposition and having a clear picture of who your ideal client is. Too many companies simply jump into a flurry of activity without any idea of who their audience is or what they’re trying to accomplish. (By the way, that’s one reason we offer a free Buyer Persona Template – so that companies can start getting a handle on what their customers are really like.) Their marketing departments are busy—but that’s not the same thing as being successful. A good strategy ensures your marketing department is busy taking the right steps—ones that generate leads.

Tactics

Just having a plan doesn’t ensure forward movement, however. As Mike Roach, CEO of the 30,000-employee IT firm CGI once wrote: “Strategy without execution is hallucination!” The fact of the matter is that a business needs marketing tools to execute their marketing strategy. Those tools probably include branding and identity, a robust website, marketing collateral, an inbound marketing plan and maybe marketing automation. Of course, all of those things need to work together, and that takes us back to an overarching marketing strategy.

A marketing plan without execution gets you nowhere. Marketing tools without a solid plan can cost you a ton of money without providing the results you want. You need both. If you don’t have solid strategy and tactics, you’ll lose the marketing war to your competition.

 

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Topics: marketing strategy, marketing, marketing tactics

What Qualifies as a Qualified Lead?

Posted by Natalie Young

Mar 8, 2016 9:30:00 AM

We often hear about how sales and marketing have changed dramatically over the years. But here’s something that never seems to change: The Sales Department is always asking the Marketing Department for new leads. If sales don’t improve, the finger pointing begins. Marketing claims that Sales isn’t doing anything with the leads they send over. Sales retorts that the leads that are being sent are no good. 

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Instead of working together, the Sales and Marketing teams seem to be locked in a battle—in which nobody wins. Here are some ideas that can help get your sales and marketing teams wokring together for better results. 

But what if the Sales people are right? What if they’re working with lousy leads? Not all leads are created equal. The goal shouldn’t simply be to generate more leads for the Sales department to follow up on. It should be to generate qualified leads that have a better chance of generating results.

That raises an important question: What makes a lead a qualified lead?

Since most leads today are generated online (and here's a great look at how you can make that happen in your business) let’s take a quick look at some of the things that make a lead a good—qualified—lead.

  • Frequency of Site Visits: There’s a difference between a prospect who visits your website once (for a few seconds) and one who returns multiple times and visits multiple pages. You’ll want to keep track of both frequency and length of time people spend on your site. And it’s important to track what they look at. A one-time visitor is not a qualified lead. Throwing a lead like that to the Sales department is really like asking them to make a cold call.
  • Newsletter Sign-up: Someone who bothers to sign up for your newsletter (or regular e-Updates) indicates a higher level of interest. You’ll want to nurture this lead to see just how serious he or she is. Signing up for a newsletter doesn’t signal that this person is ready to buy, but it does indicate that they are worth keeping on the line (Marketing’s responsibility—not Sales).
  • Downloading Behavior: You really want to keep careful track of prospects who give you their contact information in order to download eBooks, white papers, or case studies. Their interest in those things shows that they are not just “tire-kickers” or casual lookers. It’s important to notice what they download and how often. These prospects still aren’t ready to be turned over to Sales. But they may be ready for an email (or call) from Marketing asking if there is other information they would find helpful.
  • Prospect-initiated Contact: If you get a prospect who contacts you asking for more information, you have a seriously interested (and qualified) lead. Marketing can again provide more specific information—and then ask if they’d like to talk to someone personally. That’s when you turn this qualified lead over to Sales (along with a record of what you’ve already provided to the prospect).

 Just because someone matches your demographics as a potential customer doesn’t make them a qualified lead. Their actions—or more specifically, their interactions with you—are the keys to indicating whether this is someone Marketing should groom and nurture before turning the name over to Sales.

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Topics: lead generation, marketing

Marketing Today: Managing Customer Relationships

Posted by Natalie Young

Dec 1, 2015 8:30:00 AM

Marketing your business today isn’t a “one-and-done” operation. You can’t simply print and mail a flyer, or send out a postcard, or run an ad in a newspaper or even a trade magazine. Today’s marketing efforts need to be integrated and coordinated. You need multiple touches with potential clients before you even get close to talking about sales—especially if you’re dealing with high ticket items.

It’s fine to talk about integration and coordination and multiple touches, but keeping track of all those touches and efforts can be a real juggling act. How can you keep things straight when you have different prospects in different stages of your marketing/sales funnel? 

CRM.jpgThat’s where having a Customer Relationship Managements (CRM) system really pays off. You can try to keep track of all your contacts and individual efforts in a simple spreadsheet, and you can probably do that—if you only have a handful of customers. But if you’re trying to grow your business, that won’t work for long. 

What does a CRM system offer you?

It keeps all of your data and contact information in one place: If your marketing and sales people have data scattered all over the place it’s easy to lose track of key information. You can end up sending a client the same information twice—or missing an opportunity to follow up because the customer notes got misfiled (or lost). A good system makes sure that all information is stored consistently and in the one place.

It improves communication between sales and marketing: When your marketing people pass on a lead to sales, the salesperson will know exactly what the prospect has received and if there are any questions or issues. They don’t have to rely on memory or verbal hand-offs of information.

It’s a tool that can grow with your needs: Good CRM systems are automated and can be scaled up to handle increased amounts of data. If you’re using a simple spreadsheet, there’s a lot of manual work involved in entering data. That quickly becomes burdensome if you’re growing. A good CRM system automates activities and can easily handle a lot more volume. And a CRM system can actually allow you to schedule specific events automatically—something you just can’t do with a spreadsheet. 

As a Certified HubSpot Partner, we can help you set up a system that will allow you to create effective marketing campaigns and manage the relationships you create with potential customers. Click here if you’d like to schedule a free marketing assessment by an expert to get you started.

If you want to stop juggling and start managing your marketing efforts and results, we can help!

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Topics: marketing, CRM

6 Signs Your Lighting & Energy Control Business Might Be Ready For Outsourced Marketing

Posted by Natalie Young

Nov 4, 2015 8:30:00 AM

As your business grows, you may be facing challenges about who to hire to take your business to the next level. The lighting and energy control business is increasingly competitive. And these days just having a good product line, and great customer service can’t guarantee that you’ll win customers. While these things are essential for your success, they aren't enough. You need to get your business in front of the right people, and once you've done that you need to engage them and nurture your relationship with them until they are ready to buy. 

6Signs

Maybe you have your hands full running your business and you don't have time to do all of that yourself. Luckily, you have options, such as outsourcing those marketing efforts. Here are 6 more signs that you might be ready to outsource your business's marketing:

•    Are you too busy to spend any real time on your own marketing?

•    Do you want to get out of the weeds and focus on running/growing your business?

•    Do you do marketing things but have no real plan?

•    Do you doubt you can’t get all the skills you need in a single hire?

•    Do you want/need to take your marketing to the next level?

•    Do you believe you can “let go” and partner with a trusted marketing team?

Did you answer "Yes" to most of these questions? If so, you might be ready to start a conversation with us. Give us a call or shoot us an email- we can design a monthly strategy for you, implement it, and let you get back to selling Lighting & Energy Control.

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Topics: outsourced marketing, marketing, Marketing for Lighting and energy control

More Leads are What It's All About- Right? (Well...)

Posted by Natalie Young

Oct 22, 2015 10:30:44 AM

Marketing_LeadsTalk to most marketing people and they’ll tell you how important it is to get more leads. And if you’re responsible for driving revenue in a business, you probably echo that sentiment. Business growth is all about generating more leads—right?

Well . . . not exactly. If you’ve ever tried to take a list of leads to your bank to make a deposit, you’ll probably be greeted by a blank stare from the teller. And then security will probably escort you from the premises.  You see, leads don’t pay the bills—sales do. So why the big fuss about generating leads?

Without leads, there are no sales. But your leads have to be good ones. You have to be talking to the right leads in order to get sales. How do you qualify your leads to make sure you’re talking to the people who will actually buy?  If you’re gathering lead information properly (through the forms on your landing pages) your leads can provide you with valuable information such as:

  • Demographics: You can find out your prospects age, gender, income, how much they plan to spend on a product or service like yours, and when they plan to do it.
  • Company Information: If you sell primarily to other companies, you can target specific industries or sub-industries that are more likely to purchase from you. And you can narrow things down by size (number of employees) or sales so that you are talking to companies in your “sweet spot.”
  • Online Interaction: How individuals or businesses interact with you online can tell you a lot about their interests. What offers do they respond to? What information have they downloaded? How many times did they respond before becoming a customer? This information helps you nurture future leads—and know when to ask for the sale. 
  • Engagement: Just because someone signs up to receive email information from you (which is a good thing!) doesn’t mean they are serious about buying. You need to know if they actually open the emails and read them. And if they do that, do they re-engage with you (asking for more information)?

Those are some of the things that make leads so important. Without leads, you don’t have access to any of this information. So it’s important to generate leads and then qualify them. Otherwise you’re just guessing at what potential customers really want.

If you want some tips on how to get those leads, click here to download 5 Essential Steps to Generating Leads using your Website for free. Then let’s talk about how to make that happen—and how to use that information to get what you’re really after: Customers!

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Topics: marketing, generating leads

What is Marketing Automation?

Posted by Natalie Young

Oct 6, 2015 9:00:00 AM

Marketing automation refers to software that automates your marketing for you. The software is designed to help you prioritize and execute your marketing tasks in a more streamlined and efficient way. Sounds simple and helpful enough, right?

While marketing automation does take a little of the work away from you, more importantly it makes your marketing more effective. It avoids the hard-sell approach in favor of content that is personalized, relevant and aligns with what your customers and prospects are looking for. And it will help you reach your goals faster. 

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The ultimate goal of your marketing is to generate more revenue for your company. To do this, you have to drive traffic to your website, convert that traffic into leads and close those leads into customers. Where marketing automation really makes an impact are the conversion and closure stages of this process.

While thousands of businesses today rely on email marketing to generate results, it’s hard to tell if it actually works. Sending continuous email blasts to an entire list of prospects and customers might work sometimes, but the reality of the situation is:

  • You’re wasting valuable time and money marketing to someone who may not be interested in what you’re sharing
  • You could be burning your list (i.e. annoying your contacts and causing them to jump ship, leaving you no opportunity to market to them in the future)

If that doesn’t sound like an effective marketing program to you, consider the benefits of a marketing automation system. Marketing automation allows you to nurture your leads through the entire buying process, delivering highly targeted, personalized messages that address their specific requirements to purchase. This is the foundation of marketing automation. It provides you with the ability to target your contacts and send them content that is based on their behavior. You’re giving them the information they need when they want it, and you’re easing their buying decision. As a result, your conversion rates (and revenue) will increase.

Don't miss out on nurturing the leads that really matter- contact us if you're ready to automate your marketing efforts!

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Topics: marketing

Marketing Today: Say Hello to An Old Friend

Posted by Natalie Young

Aug 3, 2015 9:46:00 AM

The evolution of marketing shows no sign of slowing down. Theres no question that the way we try to reach potential customers and clients today has changed dramatically over the past few years. There is certainly no shortage of marketing platforms, and chances are, youve at least dabbled in some of these digital platforms: whether its Facebook, Instagram, Pinterest, Twitter, Yelp!, or something else.

But there’s a digital form of marketing that’s been around for a long time that many businesses have forgotten about. It’s an “older” marketing friend that’s still extremely effective—if it’s used properly. It just may be time to say hello to your old friend email!02J67777

For a while, email sort of fell out of favor as a marketing tool. People were complaining about the avalanche of spam in their electronic in-boxes. And who could blame them? Businesses misused email horribly. Some saw it as a cheap and easy way to reach a huge audienceand they exploited it. Unfortunately, they forgot one of the basic tenets of good marketing: Offer potential customers things that they really want 

That hasnt changed in recent years. Bombarding prospects with information thats of no value to them is counterproductive. Not only does it not generate results, it also ticks people off.

But email done properly can be extremely effectiveif you use email to contact existing customers, past customers, and even prospective customers with whom you have a relationship. People who know you and trust you often respond very well to emailsespecially when those emails contain information thats helpful and valuable to them. Here are a few examples of when a helpful, brief email can really be effective.

Existing Customers

You can contact existing customers with information or updates to a product or service youve provided that helps them get more out of what theyve already purchased. This isnt just up-selling, its also providing extra value to them.

Lapsed Customers

If you have customers who havent been in touch with you for a while they may not know about new products or services you have to offer. Its a good way to remind them that you have something they may wantand not know about.

Prospects

You can use a well-timed email to inform prospects of new developments or special pricing. Or you can include links to information that might be helpful to them (such as a white paper, special report, or case study). Its not a sales pitch, but an offer of useful information.

Even with all the new platforms and marketing tools at your disposal, it may be time to say hello to your old friend email as an effective way to say hello to some other old friends: Your customers, past customers, and prospects.

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Topics: marketing

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