Category: Lead Generation (Page 2 of 2)

Why Hire a Marketing Consultant | Pearl Marketing Design

If you have stumbled upon this article, you might be deciding whether your business should invest in hiring an independent marketing consultant. There are many different factors that contribute to whether a company should hire a contract marketing agency to help evolve their marketing strategies. In a competitive online world of getting your brand recognized, sometimes help from a specialist might be the best option. Here are 5 advantages to hiring a marketing consultant.

If you have no marketing team or want to strengthen your current marketing team.

Marketing consultants are great resources for those who currently have no marketing strategy and are not currently looking to build out a team within the company. On the other hand, if you think your marketing team is losing a sense of direction, hiring a marketing agency could be a great solution. Often times agencies can provide unique insights and ideas that the team can run with. This can add a huge rate of return directly to your company and marketing team.

No fear of losing staff mid-way through projects.

Marketing consultants are hired on a contract basis, so there is no fear about losing staff throughout the year. Losing a member of a team during important projects or right before a large event, could take a massive toll on your company’s future financial health and success. Hiring a marketing consultant can take the edge off of that worry due to the contract they sign, agreeing to be committed to your business for a certain amount of time. This also allows your company to be flexible and decide after the contract ends whether you might want to build your own marketing team instead.

No on-board training.

Marketing professionals can immediately give you advice and tend to have experience in many industries. This will save on time and cost that a new marketing hire would have to go through with their on boarding training. The advantage to this cost savings can go directly back into areas of your marketing needs such as website development, promotional content, and other projects your consultant might recommend.

Team of experts costs less than you think.

You would think that a team of marketing professionals would induce costly expenses. Marketing agencies are formed as a team of strong professionals who have 10+ years of experience in various industries. The cost of hiring a marketing agency to place you with one of their advanced consultants will almost always cost less than hiring a whole team. This is especially important if your company is just starting to build upon their marketing developments.

Ability to ‘Shop Around’ to find the right fit. 

Every marketing consultant has a different expertise, this allows your company to research and meet with whomever could be the best fit. When researching various agencies it is important to ask yourself some questions. Does this firm’s functionality match the unmet needs we have? Is the price range flexible and can meet your company’s budget? What efficiencies are you looking for and do you think the team/consultant is the right fit to work with your company? Do you need local knowledge or a consultant that strictly specializes in one field? All of the questions answered can lead you to the best consultant to form your marketing strategy.

Marketing consultants bring a lot of knowledge to companies who need more focus. Sometimes a company might need an external perspective to figure out how to improve their marketing strategy. And in some cases, companies might have too many ideas in which they ultimately spread themselves too thin. A marketing consultant can use their expertise to ultimately determine which ideas to put into action for your company for maximum brand recognition. If you or your company identifies with one or more of these statements above, meeting with a marketing consultant could be the next step.

At Pearl Marketing, companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea. We have a combined 55 yeas of experience in various industries and can effectively penetrate target markets. Primary consultant and CEO, Amanda Schneck has over 13+ years of marketing and social media experience and over 12+ years of being a marketing professor at one of the top business universities in the country. Contact us today to see how we can help your company!

6 Ways to Implement an Effective Marketing Strategy | Pearl Marketing Design

With summer just around the corner, there is a strong likelihood that many of your clients will be taking extended vacations with their families. This might allow you more “free time” to focus on other areas of your business development. One area in particular, is the overall development of generating leads to your company.

Many companies have a documented marketing plan that is set up by their marketing department or by a contracted hire. It outlines the details of future marketing endeavors and the progression of business growth versus the rate of return over time.

The cost of this document to be produced can be pricey for a small company, especially if the company is not proactive about pursuing the marketing recommendations produced in this lengthy document. All small companies should take these simple initiatives to create a solid foundation for developing an effective marketing strategy.

Here are six ways to effectively implement a marketing strategy for your company.

1. Set up realistic expectations and a detailed timeline.

Remember that good marketing is constantly adapting and changing to a clients’ desires. Blue Kite marketing tells companies that it normally takes 6-12 months before they start to see a return on their marketing efforts. It does take a certain amount of time and effort to see your marketing efforts grow from the foundation you had set up for it. Make sure that your team is on the same page in terms of understanding the time it will take to reach these marketing goals.

Your current marketing strategy should have a detailed project timeline. This will help employees understand when certain tasks need to be done and overall organize various aspects of developing your company’s marketing means. For example, many companies find it helpful to have a content calendar which has specific dates and times to release social media posts. You can also use project management software to make this tasks easier. There are a wide range of them and great ones for for small businesses so they don’t have to shell out huge bucks.

2. Have a clear end goal.

Where do you want to see your business a year from now? A month from now, or even by the end of this week? Having goals sets up a direction for yourself and your company to work towards completing these objectives. Use SMART Goals to help you create attainable objectives for your inbound marketing strategy. Have sensible expectations, measurable efforts, achievable plans, realistic objectives, and lastly time specific goals to keep you motivated.

3. Set up mobile marketing campaigns.

There are many options to implement mobile marketing applications, and this has been one of the most important tools a company can have for their marketing efforts. These applications can help companies learn how to gain popularity in search rankings which can translate into lead generation. This can help them locate qualified mobile users and build relevant context driven content. With more than 77% of people owning smartphones in the U.S. it is vitally important implement these mobile campaigns in order to develop your customer relationships.

4. Continually monitor your progress.

You can’t modify your marketing strategy to become more effective unless someone is properly monitoring aspects like campaigns and outreach calls. Communicate this plan with your team to help them understand the role they play in the implementation efforts.

Another helpful tip is to set up a dashboard for tracking success. A measurement dashboard is beneficial in keeping up with key metrics throughout your campaigns. You must track the number of leads and sales generated from your efforts in order to track your increased revenue. Tracking KPIs are also important which can include email sign ups, eBook downloads and webinars. Once all of this is set up, it should be easy to plug in the necessary information and complete monthly check ins.

5. Execute precise competitor analysis.

Tracking competitors is vital in knowing your progress in terms of your industry growth. Looking at core competitor’s marketing strengths whether its their website or campaigns, can help you determine what your company should be capitalizing its marketing resources on. Using systems like SEMrush can be expensive but help with competitor research for online marketing. The purpose of the competitive analysis is to determine the strengths and weaknesses of competitors within your market. Use the competition’s strengths to learn from and exploit any weaknesses that can be used to disrupt the product life cycle.

6. Build the right team or hire an outsourced marketing vendor.

Know approximately how many people to hire for your team. Many small companies struggle in determining whether they should hire a freelancer or if they can monitor it with a part-time role.

Think about hiring an outsourced marketing vendor like an agency if you are seeking expert advice. Generally these agencies have multiple employees who are all experts in marketing advice and can dedicate time to various specialties of what your company needs in their marketing goals.

At Pearl, we help you increase the quality of traffic to your website through organic searches (some refer to this as Google searches). Contact our company today at www.pearlmarketingdesign.com to learn how we can can help you.

Pearl Marketing Design

 

 

SEO Management – Who should manage your website? | Pearl Marketing Design

The Importance of Having a Website and Having Someone Manage your SEO

The industry of digital marketing has evolved into more than the use of the Internet and technology to aid ‘modern marketing’. It has grown into a confusing jumble of technical jargon of various meanings by professionals and academics. One common phrase that is tossed around is SEO.

SEO stands for ‘search engine optimization’ and is the process of getting traffic from free search results, otherwise known as ‘organic search results’.

SEO is important to growing a company’s brand presence because Google alone has market dominance over over search engines, totaling 74.54% of the market in 2017 and 3.5 billion searches a day. That totals to 1.2 trillion searches per year worldwide. And this number is expected to grow. These numbers increase opportunity for brand awareness, but also competition in validating a spot in the top searches. The challenge is figuring out the optimal way of increasing online visibility of a web page in the search engine’s unpaid results. According to Search Engine Watch, there are four pillars of SEO Management to successfully target your audience.

content optimisation framework

Image Source – Andy Betts, Adobe Summit EMEA, Optimizing Content for The Customer Journey

Identify your demand

Knowing what topics your target audience is searching for is crucial in the beginning stages of SEO optimization.

Benchmark the competition

For SEO management it is important that your content is ranking high, but more importantly outranking your competition. This is why it is important to recognize your company’s competitive advantage against other brands.

Create and optimize your content

Using the right keywords (more of the marketing jargon) is essential to providing material to your clients that they will want to read. The more clicks content receives, the higher it will be pushed up in the ranks. It is important to create unique content catered to your industry.

Measure your Results

The analytics that are behind all of this cultivated data is the key to unlocking your future campaign strategy. It is vital to track each stage of your campaign because you want to adjust your strategy each time to move forward in your SEO investment rather than staying stagnant.

Worldwide internet user penetration

Searches made each day

Image Source: https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/

SEO Management. A Full Time Job

Does this seem overwhelming and a lot to handle? SEO Managers are being equipped into large and medium sized companies due to all the varying demands that come from developing campaigns and tracking them. For smaller companies though, this is not always feasible to hire a salaried position for running SEO optimization. Lead generation is just one of the many aspects that Pearl Marketing Design incorporates in their business. A marketing agency to manage effective brand and marketing strategies is generally the best option for small to medium sized companies looking for an alternative to individual hires to run their campaigns.

At Pearl, we help you increase the quality of traffic to your website through organic searches (some refer to this as Google searches). Contact our company today at www.pearlmarketingdesign.com to learn how we can can help you.

 

Pearl Marketing & Design

Lead Generation: How Does it Work?

Lead generation. You know you need it for marketing your business but where do you start? Here’s the process from start to finish from the marketing experts at Pearl Marketing & Design.

Marketing Automation and CRM Integration

The first step of any successful lead generation campaign includes setting up Marketing Automation tools and integrating them into your Customer Relationship Management (CRM) platform. Following these steps you will create and schedule lead generation forms, landing pages, and emails, and automatically push any acquired leads from your forms to your CRM, such as Salesforce, Hubspot, or SharpSpring.

Lead generation

Pearl Marketing Design Lead Generaton

Demand generation

Demand generation marketing campaigns do just that—create a demand and buzz for your product or services. Typically geared to people who don’t know anything, yet, about the product or services. This strategy creates awareness with approaches such as paid search and social ads (Adwords, Facebook, Instagram), sending an email blast to a purchased list, direct mail, and print ads.

Inbound Marketing

This type of marketing and lead generation is earned attention using tactics such as blogging, opt-in email automation, social media engagement, Search Engine Optimization (SEO) and creating premium gated content like eBooks, infographics, videos, and webinars. Each of these marketing strategies uses a call-to-action and landing page to capture leads. These tactics all serve your product or service’s visibility when new customers search for content related to your brand and encourage them to connect or take an action.

Inbound Marketing at Pearl Marketing & Design

Lead Capture

The next step in lead gathering includes building landing pages and forms that capture prospects’ contact information. Lead capture forms can be built into your website, email automations and paid campaigns. The data easily flows into your CRM.

Lead Segmentation

Using your marketing automation tools, set up workflows that categorize leads and segments them into lists or categories you assign. These lists can then be used to nurture and engage leads with relevant content, targeted email communication, and personalized offers.

Lead Scoring

Along with lead segmentation comes lead scoring. Implement lead scoring criteria or points system to update lead lifecycle stages. Move them into your CRM funnel when the time is right and trigger notifications. Criteria to score leads:

  1. Persona: Industry, title, role company size, revenues
  2. Engagement: Number of visits, unique page views, repeat visits, form completions, email opens and clicks, blog comments, social media mentions
  3. Buyer stage: Clicks and conversions on specific content indicating a lead lifecycle change, such filling out a form to request a product demo

Use negative scoring to define a lead as a poor fit, such as competitor company, not opening emails or not clicking through to content, low budgets or non-company email address.

Lead Nurturing

Now that you’ve got the leads, monitor and influence their progress through the sales funnel by offering them personalized, relevant content based on their persona and activity. Content can be sent via personalized email drip campaign or by retargeting ads that follow them around the websites.

Retargeting

Did someone visit your website or landing page and left without performing an action? Get them back with retargeting ads. These ads show up as customers visit other sites on the Internet based on their previous contact and encouraging them to interact with you again. Retargeting can be list-based or pixel based. 

Pipeline Management

Use workflows to automatically move leads to your sales team and assign them to the appropriate reps when they reach lead scoring thresholds and trigger specific behaviors, such as filling out a form for a free trial or demonstration. Sales reps will receive notifications that they have new leads to nurture.

Once leads are assigned to your sales team and are officially in the sales funnel, each sales rep updates the CRM platform with the lead progress, notes and communications with their company, and expected closing information. You can also set up automated notifications to remind your sales reps to follow up with their leads and customers. Once a lead is completed, add them to a targeted campaign to send them personalized content based on their needs and support your sales team to help them close the deal!

Start Your Own Lead Generation Strategy Today!

Ready to talk to the team at Pearl Marketing & Design about your marketing strategy? Contact us today by filling out this form to discuss how we can help implement lead generation into your marketing plan. Your brand is our business and we are committed to achieving your goals together!

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