Performance Marketing Blog

Three Things Marketers should STOP doing!

Posted by Natalie Young

Dec 3, 2013 8:46:00 PM

sales and marketing alignmentAs 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 2014....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! One of my Mentor's 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.

To see our 3-book on three things you can do do get sales by the end of the year - click here! 

If you'd like to talk to us about marketing help in 2014 - email us now at info@performancepromo.com .

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Topics: marketing outsourcing, website marketing, outsourcing marketing efforts, Online marketing

Performance Marketing Hires Douglas Fisher as Art Director

Posted by Natalie Young

Apr 16, 2013 3:04:00 PM

doug fisherPerformance Marketing, a full service ad agency in Orange California offering internet marketing, marketing services and branding, is excited to announce the hiring of experienced designer Douglas Fisher as Art Director. In his new position, Douglas will be responsible for implementing project design projects and leading the design team. Douglas brings 13 years of experience in high-level print, design and web production. Accomplished in the areas of corporate identity, print collateral, illustration, standards compliant HTML/CSS, and dynamic web technologies, he is also skilled in traditional, web and social media marketing, copy writing, and project management. Additionally Doug brings his skills as a video editor and photography.

Performance Marketing is a 21 year marketing agency located in Orange, CA. The agency specializes in Inbound Marketing – a highly effective, specialized type of internet marketing. Offering a full spectrum of marketing services and marketing automation consulting, the agency is owned by Natalie Young, an award-winning Creative Director. For more information please contact Natalie Young at 714-385-9904 or Natalie@performancepromo.com

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Topics: marketing, website marketing, Inbound Marketing, marketing services, outsourcing marketing efforts

Marketing Today: What Do You Know?

Posted by Natalie Young

Dec 11, 2012 1:01:00 PM

marketing today orange county caYears ago, Lord Leverhulme, the founder of Unilever, famously quipped,  “I know that half of my advertising budget is wasted, but I'm not sure which half.” Sadly, things haven’t changed all that much for many businesses today. And sometimes the picture is even less clear.

Today’s businesses are using marketing tools that didn’t even exist a few years ago and they’re often not sure how to measure the impact or the effectiveness of these new tools.

A few years ago, marketing gurus told businesses that if they didn’t have a website they wouldn’t be able to do business in the future. It turns out that those gurus were pretty much right because  more than 90 percent of purchases today begin with an online search for information. Businesses took heed and spent money to create websites. The problem is that many businesses have no idea whether their websites are producing any results. They face the same dilemma that plagued Lord Leverhulme. Maybe you’re one of those businesses that spent money on a website but don’t know what it’s giving you in return.

What should you know about your website? And how should you measure it? Here are three questions you can ask in order to begin understanding how your site is performing.

1. Who’s There? How many visitors are coming to your site every day? How are they finding you? What pages are they visiting, and how long are they staying there?

2. Are Visitors Engaging? Having potential customers visit your site is a good thing, but that’s not the end goal. How many of your visitors are engaging with you (downloading information or asking for additional information)? Are you converting visitors into real leads?

3. What Are You Learning? Are you keeping track of which offers are getting the most response so that you can repeat them (maybe in a slightly different form) later? What kind of information is the most popular? What questions are visitors most frequently asking? These things will help you shape your marketing messages for the future.

Knowledge is power. The more you know about how your site is performing, the more you can leverage that power to better communicate with your target audience. If you’re interested in understanding how to measure these three things, let’s talk about how we can do that for your business.

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Topics: website marketing, Inbound Marketing, internet marketing

Marketing for Lighting and Energy Control: Is Price Your Most Important Positioning Tool?

Posted by Natalie Young

Oct 2, 2012 2:46:00 PM

penny resized 600There are a lot of lighting and energy control companies competing for customers on the Internet. As a matter of fact, if you type “lighting control companies” into a Google search, it turns up about 39,500,000 results. If you try “energy control companies” you end up with some 371,000,000 results. How can your company stand out in a crowd like that?

The first thing many companies do in an attempt to stand out from their competitors is to cut prices. It’s relatively easy to do. It doesn’t take a lot of thought. And—after all—who doesn’t like to save money. Companies scream it from TV screens all the time. Newspaper ads tout “Low Prices!” all over the place. But it’s a slippery slope. Once you start, where do you stop? And if it’s easy for you to do, it’s easy for your competitors to do as well. They don’t have to cut by much, either—their prices just have to be lower than yours. Plus, price-cutting doesn’t generate loyalty. If you gained customers by offering low prices, you’ll lose them if someone else offers a lower price.

What will bring people back—especially in industries such as lighting and energy control systems—is knowledge and expertise. If potential clients get the picture that you know what you’re talking about and that you can help them solve those difficult specification or installation problems, they’ll come looking for you—even if you’re a few pennies more expensive than someone else. Saving money on the wrong solution is no bargain.

So how do you let potential customers know that you have the knowledge and expertise to help them solve their problems? That’s one of the beautiful things about blogging. It’s not really about telling the world how wonderful you are. It’s about helping potential customers find solutions to questions they have or problems they face. And if you help someone find a solution, they’ll at least give you a look when it’s time to purchase.

You may think you’re not a writer. Maybe not, but don’t sell yourself short. If you know your subject matter, we can help you get your expertise out there in a way that positions you as an industry expert. And that’s just one step in using your website to generate leads for your business.

generate leads

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Topics: lead generation, website marketing, energy control, electrical marketing, internet marketing, B2B, blogging

Marketing Today: Can You Really Outsmart Google?

Posted by Natalie Young

Sep 14, 2012 3:22:00 PM

outsmart googleBusiness doesn’t happen without the Internet today. Not every transaction takes place online, of course, but consider that (according to brafton.com) 89 percent of consumers use search engines for purchase decisions. People go to the Web for information before they buy—regardless of where they actually end up buying. And the good folks over at Google account for more than 66 percent of all online searches.

It’s no wonder that businesses care about Google. But if you look at the approach some businesses take to marketing, you might come away with the impression that some marketing firms and companies think they can outsmart Google. They know that the higher they rank with Google, the better their chances of being seen by consumers. So they try to come up with ways to “beat the system” and outsmart Google so that their name will end up at the top of the list.

There are a couple of problems with that approach, however. First of all, the people at Google are really, really smart! Nobody has ever really cracked the algorithm Google uses to rank websites—although people have certainly tried. Chances are that nobody is going to crack that any time soon.

More importantly, however, is that “cracking the code” is the wrong way to think about Google. What makes Google so successful is that they help people find what they’re really looking for—rather than ending up on the page of a company that’s trying to trick them.

Think about how you use the Internet. If you’re trying to do a bit of research on a product or a service, do you want to end up with helpful information that will enable you to make a good, informed decision? Or do you want to end up reading something from a company that is trying to sell you something—whether it’s right for you or not?

That—in a nutshell—is the difference between inbound marketing and outbound marketing. Inbound marketing helps businesses and individuals find information that helps them make decisions that are right for them. Outbound marketing assumes that what the company is selling is right for the prospective buyer. Which do you prefer when you’re the one who is thinking about making a purchase?

If you’d like help pursuing this kind of a marketing approach, let’s talk about how we can make that happen for you.  Or you can keep trying to outsmart the geniuses at Google!

inbound marketing

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Topics: SEO, website marketing, internet marketing, Google ranking

Google's Top SEO Tips for ranking your website

Posted by Natalie Young

Sep 5, 2012 2:26:00 PM

SEO tips from GoogleToday one of Google’s top gurus offered some tips for small businesses who want to rank higher on the search engines. If you are a small business or startup whose website has no more than 50 pages of primary content, and have a desire to rank for a handful of keywords….this list is a must have! Download the PDF version after you’re done reading this so you can keep it on hand….

 

If your startup business seeks to quickly rank, consider taking these steps:

1.    Verify ownership of your site in Webmaster Tools. Also sign up for email forwarding, so Google can alert you to potential problems.

2.    Perform a background check on your domain. If spammers previously owned your domain, it won't rank well.

3.    Include analytics code. Whether you use Google Analytics or another provider, it's good to start collecting data, even if you're not ready to use it. Have your web partner add the code to your site – as this is complicated for those not familiar with code.

4.    Use strategy in your site design. You'll get different types of visitors—customers, investors, press. Your site should offer an excellent experience to each persona. At Performance Marketing – we spend a great deal of time defining your target market and then creating content for each.

5.    Define your conversion. Create ways for your web visitor to continue to browse through your site based on the browsers interests. Use Call To Action buttons throughout your site!

6.    Be smart about your copy. Use targeted keywords in your text that people normally use to find information about your product or service. Try using long tail keywords as a fast & easy way to rank.

7.    Check on your ranking. Ideally, you'll rank number one for your company name. But also examine how you rank for other terms. (Note – you may be interested in finding out how you rank against your competitors using our Website Grader – click here!)

8.    Play to authentic strengths. If your CEO likes to tweet, if an engineer is on Google+, or if a salesperson enjoys Facebook—encourage their ongoing activity.

If you liked this blog post - Click the button below if you're interested in reading the 5 Essential Steps to Generating Leads using your website:

 

Generate More Leads Now!
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Topics: SEO, website marketing, B2B, Google ranking

Marketing Today: How Hard is Your Website Working?

Posted by Natalie Young

Aug 15, 2012 3:34:00 PM


website contentAlmost anyone in business today has a website. You probably do, too. And depending on how complex and sophisticated your business site is, you may have spent anywhere from $500 to $50,000 (or more!). Regardless of how much you actually spent to build your site, you made a significant investment.

What kind of return are you getting on that investment? Having a website doesn’t really do you any good unless that website is working for you. Unfortunately, many

Businesses really don’t know how hard (or even if) their websites are really working. In fact, many businesses don’t even know how many leads their site generates in a month.

Your site doesn’t exist just to give your business legitimacy (although that’s important). It’s not there to entertain people (although, hopefully it doesn’t bore them!). Your website is a tool to help you do business—and lead generation is critical for that. So what are the keys to generating quality leads through your website?

Create Great Content: The content on your site needs to be helpful. That means you should be providing answers to the questions your customers are asking. This drives them to your site—and it helps establish you as an industry expert.

Include Calls to Action (CTAs): Just publishing helpful information won’t get you leads. You have to get potential customers to take specific action and engage with you. Don’t assume they’ll contact you—ask them to do it.

Create Compelling Offers: People won’t respond just because you ask them to. They need a reason—an incentive. You need to make them an offer that’s compelling enough to get them to type in their email address or call you on the phone. You’re still not selling at this point. You are making an offer of something of value that they get in exchange for giving you their contact information.

Have a Nurturing Nature:  It doesn’t do you much good to have a list of email addresses if you don’t use it. If customers reach out to you, you need to respond. Find out more about them and what they need. Offer them additional help. That’s one way you find out how serious they are about doing business with you.

You spent good money creating your website, but it needs to pay you back with some hard work—helping you generate, qualify, and nurture leads. How hard is your website working?

 grade-your-website-now

 Click here to get a free website analysis and lear how you rate against your competition!

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Topics: marketing, website marketing, Inbound Marketing

Marketing for Lighting Professionals: Give Away Your Expertise?

Posted by Natalie Young

Aug 15, 2012 3:32:00 PM

marketing cowWe all know the old saying about the cow and the milk: “Why buy the cow when you’re getting the milk for free?” Seems pretty obvious that if you’re used to getting something for nothing you’re not likely to start spending money to get it.

And yet, successful businesses these days seem to be giving away knowledge and expertise for free all the time. Let’s face it: As a lighting or energy control professional, your knowledge of the industry and of products and solutions is valuable stuff. Why should you give that away?

The thing is, you don’t give it all away.

Smart marketers give away enough content and information to help potential customers get a better grip on what they need.  But they’re not giving away the knowledge and experience it takes to do the job themselves.

Just because you help potential customers understand the differences and benefits of various lighting systems or energy control systems doesn’t mean these customers will suddenly have the knowledge and skill to purchase and install these systems on their own (and frankly, they don’t want to!).

Are you helping customers by putting out a free special report or whitepaper that explains things about these systems? Yes! But you’re doing it in a limited context. You’re helping them understand things at a pretty basic level. You’re not training your replacement.

There’s another benefit that comes from sharing some of your expertise. You establish yourself as an expert. Customers realize that you know a thing or two about these complicated systems. And if they feel like you’ve helped them avoid some potential pitfalls, who do you think they’ll call when it’s time to purchase?

Don’t be afraid to share some of what you know with customers. If it helps them, they’ll be back for more. And what they come back for is the stuff they pay for!

 Click Here to see our case study on how one energy control company does it right!

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Topics: website marketing, energy control, electrical marketing

Marketing for Lighting and Energy Control: Show and Tell

Posted by Natalie Young

Jul 25, 2012 11:12:00 AM

 

website-marketing-lighting

Several years ago there was a best-selling book from Robert Fulghum entitled, All I Really Need to Know I Leaned in Kindergarten. Who knew that Rober Fulghum was a genius when it came to marketing for Lighting and Energy Control?

Why is that? Ask any kindergartener about his or her favorite classroom activity and there’s a good chance that it’s Show & Tell. Even as adults, this is our preferred way to gather information. Sure, we sometimes read reports and spec sheets. We’ll compare specifications on something we’re considering buying.  There are of course, certain facts we need to make sure we understand before we make a purchase. But by and large, we want to see how something looks. We want to see how it works.

The same is true for individuals who purchase lighting and energy control systems. Sure, they need to know the specifications of a system. They need to be confident that it has the capacity to perform as required. And yes, they’ll be interested in case studies and reports that show how much money and/or energy they can save. But what they really want is to see the system in action.

You can talk all day about how a lighting control system can create ambience in a room. But all the adjectives in the world can’t compare to a single photo that shows how great that room looks with the system in place. The same thing is true for commercial settings. You can explain how a lighting system can reduce costs and raise efficiency—but it’s when you actually show how the workplace looks that you make real headway.

Instead of just reading about how this works, take a look at a site that actually does Show & Tell. The folks at Lutron do a great job of telling people the important information they need to make purchasing decisions. But they also show the systems they sell in action—throughout their site. Here’s just one example of how they do it.

Maybe you’ve moved beyond milk and cookies in your professional life, but Show & Tell is still as powerful as ever! How can you bring more Show & Tell into your marketing efforts?

 

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Topics: marketing, website marketing, electrical marketing, Inbound Marketing, marketing services

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

 

 

 

 

 

 

 

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

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