Tag: lead generation

What YOU Need to Know About Lead Nurturing Campaigns

What is this “Lead Nurturing” term all about?

Perhaps you’ve heard the term “Lead Generation” and understand that it’s the process of generating leads to your business to ultimately increase sales. In order to increase sales, you have to make the sale by turning the lead into an actual customer. This process refers to the lesser known, yet equally as important, term called “Lead Nurturing.” A lead nurturing process must exist as a part of your lead generation marketing strategy to convert the leads into loyal customers. Lead nurturing campaigns exist to create relationships with potential clients and positively nurture relationships with existing clients. This process drives revenue from a structured database of leads through marketing campaigns. 

What is a Lead Nurturing Campaign?

A lead generation campaign consists of a marketing goal, usually, but not limited to, increasing awareness about a product or service, or a limited time offer or sale. The nurturing part comes into play when the lead has been captured and the business/company follows up in various, strategic ways to pursue the lead to become a customer.

The process of lead nurturing often consists of a landing page that provides relevant content and a call to action, and emails that entice the readers and present the value of what is being campaigned. A lead nurturing process can also be referred to as “drip marketing,” which relates back to the general idea of a funnel system. Through client grouping, personalized messages, and sales strategies, the potential buyer is assisted through each key part of the journey until making a sale through marketing automation. These automations become possible to create through a customer relationship management tool, also known as a CRM (see the end of this blog for more information on CRM tools).

Drip Campaigns and Automations

Email drip campaigns are one of the fundamental aspects involved in lead nurturing. They are important throughout any industry in order to remain in contact with valued clients and interested leads. Planning these campaigns in advance saves time and money for the company and saves time for the lead as well. Preparing campaigns by using marketing automations help information get relayed in a timely and accurate manner, and ensures that you don’t miss an opportunity to convert a lead into a customer. The best part about marketing automations is how personalized the messages provided can be to cater to specific clientele. These personalized messages are also able to be tracked by the distributor as well, which can build overall stronger client relationships.

Campaign Strategies

We are going to describe a campaign strategy to help you understand how these automations can benefit and positively influence your business’ mission. Say you are running an email drip campaign to gain more subscribers to your email newsletter so they can learn more about your services and/products. Your first goal is to get them to sign up and then purchase the products or services you provide. It is best to start with an initial “Thank You” email when the automation flow is triggered and briefly introduce your products or services to the consumer. By thanking the consumer for signing up to receive your newsletters, you have already created a positive and professional relationship with them. Even if they are not introduced to the product or service at the moment, it is still valuable to build a relationship with them so they are able to consider your company in the near future.

The next part of the campaign consists of a second automation that explains the core values of the company and informs the reader about the products and services provided. One of the most important aspects involved with every single automation is to ensure that the content provided is efficient and clear to read. We definitely do not want a client to become confused, or to lose interest in the content provided to them. Make sure that all emails are branded the same.

Lead Nurturing Content

An important element of any successful lead nurturing campaign is to capture the lead with high quality content. This content should be captivating, informative, and relevant to your industry. Provide a free incentive, like a white paper, or a successful case study relating to the progress that your company has made as a whole.

A white paper discusses a major problem within an industry and your company provides the solution within the white paper. Show that your business has the readers overall best interest in mind, which you do! This is referred to as, “Doing more with less”. A case study provides real life examples to potential or already existing clients, which proves that your company represents strong values and is reliable. This relates back to the idea of nurturing, as you are continuing to engage with clients to help them see the value and find the solutions in what you are providing them.

Effective campaigns stand out and give the user something he/she wants!

The rest of the campaign emails should be primarily service or product focused. Continue to explain how your products or services solve the readers problem, but attach limited time offers exclusively to them as the campaign automations move along. This allows for your business to stand out from all of the other companies who are presenting something similar. Showing your products or services to be different without downgrading opposing companies is viewed as positive competition Here’s an example! If you own and operate a mechanic shop that is down the street from an opposing mechanic shop, what will make your business better? Provide a special deal in your campaign, such as “Utilize us for your next inspection and get your next oil change FREE.” This is your opportunity to get those leads to act now through creating a good deal and a sense of urgency.

CRM Tools

A Customer Relationship Management tool, also commonly referred to as CRM, is used to effectively run lead nurturing campaigns similar to what has been previously discussed. A CRM tool allows you to create lists of contacts who will be receiving email automations based upon their interests and past engagements. To find out which CRM tool is best for you, contact Pearl Marketing today at (603) 732-9070. Our team of specialists can assist in developing an effective lead generation campaign and lead nurturing strategy.

Pearl Marketing Online Academy 

Pearl Marketing is excited to introduce one of its newest online tools, Pearl Marketing Academy! Our online academy has engaging courses and seminars that effectively help you learn and understand marketing strategies – no matter what industry you may be in. One of the courses offered, which was developed by our experienced professionals, is entirely on Lead Generation. Some of the other courses offered are Social Media, Video Marketing, and Branding. Each marketing course provides over 90 minutes of in-depth information, delivered through video lessons, tutorials, and supplemental worksheets. Enroll today at https://www.pearlmarketingacademy.com/courses-list/.

Contact Us

Contact us at Pearl Marketing, as we offer a wide variety of services such as consulting, seminars, training, project management, and many more! Check us out on Instagram, Facebook, and LinkedIn. Give us a call as we can assist with all of your marketing needs! Speak to us directly at (603) 732-9070.

Facebook Ads or Boosted Posts? Choosing the Right Strategy For Your Business.

Facebook Ads vs Boosted Posts.

Choosing a Facebook advertising strategy that fits your business.

For businesses, Facebook has provided a network for consumers to discover brands they would have never known existed. Home to over a billion active users, you might be wondering how to sift through all of the noise to let your brand be heard. That’s where Facebook advertising becomes an essential component of a marketer’s toolbox.

With several available options for advertising on Facebook, it can seem like a daunting task for business professionals to initially launch a Facebook campaign. You might have even contemplated if paid Facebook advertising will truly be an effective marketing approach for your business. If this sounds like you, here are some tips to getting started on successfully managing Facebook Ads!

What is the difference between Boosting Posts and creating a Facebook Ad?

Boosted Posts.

Boosting a Facebook post is when you pay Facebook to sponsor your content to reach more users. With boosted Facebook posts, you simply select a target audience and the amount of money you are willing to spend during a selected period of time, and Facebook presents your post based on these factors. This strategy is a practical way to increase your posts reach, or the number of people viewing your content, yet it does not provide you with many targeting options. Boosting posts is a quick and easy way to advertise, but if you have a specific marketing goal, such as increasing page likes, then creating a Facebook Ad in Ads Manager is a more effective approach.

Facebook Ads Manager. 

Facebook Ads that are created in Ads Manager have more options you can customize. Unlike boosted posts, Ads Manager allows you to create campaigns that deliver specific outcomes. If the goal of your ad is to drive traffic to your website or get users to install your mobile app, Facebook Ads Manager will perform based on these objectives.

With Ads Manager you can select a target audience based off of their location, interests, and age, as well as where your ad will be placed, such as on Facebook Messenger or Instagram (owned by Facebook). Once you have customized these options, Facebook provides a projection of how well your ad will do based off of these details so that you can ensure that you are maximizing a strategy that suits your business’s needs.

You can also create several different posts within the same campaign, which is beneficial for analyzing how one post outperforms a similar post with different text and image.

Depending on your marketing objective, you will customize the features of your ad that supports your business’s goals. The more specific you get, the better!

Which advertising method is better for my business?

Boosted posts are quick and easy. 

Perhaps you want to quickly run an ad that increases engagement and brand awareness; boosting a post is an effective marketing strategy. If you have an existing post that is performing well, boosting an organic post is also an effective strategy in comparison to creating a completely new ad in Facebook Ads Manager.

Facebook Ads are more customizable.

If your goal is to create a campaign that will be delivered to a distinctive group of consumers with a set of similar interests to achieve a marketing objective, then Facebook Ads will work best for your business. Facebook will guide you along the way so that you can maximize your budget to produce measurable results. The key is to equip yourself with the knowledge of who your target audience is and the type of content they are attracted to. A sound social media strategy will assist in this process.

You can create your own social media strategy to attain new and existing customers with the proper training from Pearl Marketing Academy. Sign up for the Social Media Course and start forming a strategy that will enhance your brand!

Why should I implement a paid Facebook advertising strategy?

Get your brand noticed.

Creating appealing content to distribute on social media helps you convey your brand’s messages to your audience so that they can better understand what your business has to offer. Getting to the point where you have a loyal following takes time, however. The first month you create a social media page, you most likely aren’t going to gain thousands of followers.

Yet you still need to maintain your business to generate consistent revenue. This is where paid advertising on Facebook and Instagram becomes a useful tool for getting your brand recognized. It presents your content directly to target user’s newsfeeds so that you do not have to rely solely on users finding your posts on their own. Consumers are increasingly turning to social media to try new brands and through sponsored content, they are being connected with brands who meet their demands… and this could be YOU!

Calculate measurable results. 

Facebook Ads will also allow you to track the performance of your ads so that you can measure conversion rates to calculate the return on your investment.

How can I get the most out of my marketing budget from Facebook Ads?

Create quality content. 

Don’t go into Facebook advertising with the notion that the more money you spend the better results you will receive. Facebook determines ad placement on several other factors in addition to your budget, such as the quality of your ad and the relevance it will have on consumers. If your ad targets users who are interested in skiing, but your ad focuses on snowboarding, an ad with a lower budget could have their ad placed more frequently than yours.

Spend your money wisely. 

Select a marketing budget that you are comfortable with. Start small at first and increase your budget as you become more savvy with Facebook Ads. If you create useful content that consumers will want to engage with, Facebook Ads will be worth your investment.

Utilizing the best practices to create, plan and develop your social media strategy can be attained with in-depth training from industry experts. Pearl Marketing Academy is the ultimate virtual learning experience that will provide you with the skills to implement a social media strategy that best fits your business. To sign up, visit PearlMarketingAcademy.com!

Don’t let paying the same website you use to connect with long lost friends intimidate you from expanding your business. Facebook is a marketplace for you to leverage new revenue opportunities. Your future customers are waiting to find you. Get your brand noticed NOW

At Pearl Marketing, our goal is to educate and inspire business professionals. Our team of marketing experts works closely with clients to customize strategies that reflect the unique personality and value of a business. At the core of success is a collaboration between Pearl and your company to develop and execute strategies to reach and retain your ideal customers. Let Pearl help bring your brand to life with our consulting services and one-on-one coaching. Call 603-732-9070 or email info@pearlmarketing.com!

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5 Tips For Reaching The iGeneration

5 Tips For Reaching The iGeneration


Generation Z is a force to be reckoned with.

This demographic, consisting of anyone born after 1996, has a powerful influence on the way brands are marketing their businesses. Unlike millennials and generations before, Generation Z was born into the digital age, where life without the internet and e-commerce is unknown. While the iGeneration is still young, the oldest being barely in their 20s, they have a prominent impact on spending in the U.S., accounting for $143 billion in spending power. Tapping into this market is attainable with these 5 marketing strategies!

1. Analyze their buying behaviors

If Generation Z is an audience that fits the profile as your ideal customer, or perhaps you are looking to expand your audience to a younger demographic, you must first analyze their buying habits and behaviors to successfully sell them. Unlike their successors, they grew up on social media, which has a great influence on their purchase decisions. Producing content that will appeal to Gen Z demands incorporating trending topics on relevant platforms to increase the likelihood that this audience will become future customers.

Pearl Marketing Academy’s social media course can provide you with expert training on how to engage your target audience on various social media platforms.

2. Make your business accessible

iGen grew up on having the ability to purchase anything online with the click of a button. Going to a store to buy the next big thing to hit the shelves isn’t their norm. They demand fast and easy access to products and don’t need to put in much effort to achieve that.

You must ensure that consumers can easily access your website to find the information they need, such as what your business has to offer and how you can be contacted. Your website design plays a crucial role in the buying process. If your website isn’t user-friendly and well-designed, users will leave your website faster than they found it.

If you have an e-commerce business, ensure that the checkout process is smooth and easy. Offer fast shipping at a low cost to keep pace with your competitors.

3. Invest in influencer marketing

Post-millennials see brands on social media being promoted by their favorite celebrities, athletes, and bloggers, and are instinctively drawn to the brands they endorse. This reflects the lead generation process for this market, where capturing their attention relies heavily on influencer marketing. When an influencer with a large or niche social media following tells their followers to check out a brand, they are contributing to the process of generating more leads for a business that will translate into future sales. Investing in someone that has an influence on your brand to promote your business is a powerful way to attract Gen Z.

4. Utilize paid social media advertising

Engaging Gen Zers to spark their interest in your brand and encourage them to complete an action towards a sale, you have to ensure that your content appears right before their eyes on the social media channels they occupy the most. This is achieved best when brands use paid social media advertising to sponsor their content so that their posts are presented directly on user’s social media feeds.

Pearl Marketing Academy’s social media course provides expert training on relevant social media practices to apply to your marketing strategy. We will coach you through the process of implementing paid social media advertising to better reach your target audience. Visit pearlmarketingacademy.com to learn more!

5. Convey your brand’s core values.

Increasing brand awareness is an effective way to attract post-millennials to your brand because they look to purchase from brands with a purpose. A large population of Generation Z is passionate about social issues and protecting the earth. They gravitate towards ethical companies who demonstrate social responsibility, environmental awareness, and equality. Being able to convey your brand’s values is essential.

A brand audit can help reassess the current needs and demands of a business’s target audience, to determine if they need to shift their focus on a new marketing strategy to better reach this audience. If this is applicable to your business, conduct a brand audit with Pearl Marketing!

Your target audience could be expanding. Considering a shift in your marketing strategy could benefit your business by bringing in new revenue opportunities. Pearl Marketing can assist you in strengthening your brand strategy so that you can make informed marketing decisions to reach more potential customers. From one-on-one coaching to seminars and speaking engagements, our promise is to educate and inspire business professionals to bring their brand to life.

Call 603-732-9070 or email info@pearlmarketing.com and unlock your brand’s potential!

Looking to improve your marketing efforts on your own? Pearl Marketing Academy provides business professionals with the necessary tools and resources to implement the latest marketing strategies so that they can successfully manage their own marketing plan. From social media, to lead generation and corporate branding, Pearl Marketing Academy empowers professionals to learn the latest marketing trends at their own time and pace with a unique virtual learning experience. Visit PearlMarketingAcademy.com to select your courses!

Be sure to follow us on Facebook, Twitter, Instagram, LinkedIn, and YouTube!

How to Market Without Breaking Your Budget

Marketing on a strict budget? We’ve got you covered!

Investing in marketing efforts might initially seem like a costly venture. If you are on a tight budget, you might even be thinking about skipping out on these costs altogether. Having a solid marketing strategy will achieve more than gaining exposure; it will increase your brand awareness, expand your audience, and attract more loyal customers to your business.

Businesses should never completely cut their marketing budgets. Instead, they should shift their focus on more cost-effective solutions to allocate their budget. The goal is to receive the highest ROI (Return On Investment), which can be accomplished using these inexpensive marketing tips!

Distinguish your target consumer.

To reduce unnecessary costs from your marketing plan, take the time to discover your target consumer, the top candidate who would be interested in what you can offer them. Identify your ideal customer’s habits and interests, and deliver your sales pitch in the areas that they will be most likely to see them.

Network.

Volunteer your time and get to know the people in your community who could be interested in your product or service.

Consumers demand the assurance that they are spending their money at businesses with a mission and purpose. Networking is a valuable way to convey your brand image to consumers. This fosters strong, trusting relationships that will turn new customers into devoted ones.

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Maximize social media channels that fit your business.

Select the right social media channels based off of your audience and the commodity you sell. Determining your audience will assist in selecting the right social media platforms to utilize.

Younger audiences are most active on Twitter and Instagram. If you have a broader audience, Facebook is the perfect place to target both men and women of all ages. LinkedIn is where you will find business professionals, who can be targeted by the industry that they work in, and their job titles.

Choosing the right channel will help you focus your energy on users who will be more apt to engage with your posts. This economical approach will decrease the amount of time you spend targeting your audience… and time is money!

Pearl Marketing Design Lead Generaton

Join the #conversation.

Just as important as selecting the right channel is the content you produce. The goal of social media marketing is to create content that will generate leads. Enticing content will influence consumers purchase decisions, without having to break your budget.

Attracting social media users without paying to sponsor your posts can be attained by creating a conversation or joining an existing one. Sparking conversation with your audience about a trending topic followed by a hashtag will get your post reach and engagement, and drive traffic to your page.

Micro-Influencers.

Rather than paying social media sites to promote your product, invest in micro-influencers (influencers with a niche following) who have followers that would be interested in your product. Influencer marketing is on the rise and is statistically proven to deliver higher ROI than other forms of marketing. Micro-influencers are a more cost-efficient means of influencer marketing because they will expect smaller payment for their contribution.

Reach out and offer free services in exchange for a review or shout-out on their social media or blog. This strategy can be effective if you select the right influencers because they have already established a fanbase of individuals who trust their word. When these influencers promote brands, their fans are confident that the influencer is sending them to the right place.

DIY your SEO.

Great content and marketing methods are worthless if you do not maximize your search engine optimization (SEO). If your website or blog isn’t on the first page of a search engine result page, consumers are not going to recognize that you exist.

Instead of hiring someone to do your SEO, try doing it yourself. Ensure that you have a strong SEO strategy by assigning relevant keywords to your web content and proper meta descriptions that will allow search engines to recognize the purpose of your website. Think about the keywords and phrases that your ideal customer would search for in relation to your website. Embedding these words and phrases into your site will solidify your spot on the top of search engine results.

The readability of your site is another important element that you need to ensure works well on both desktops and mobile devices. If users cannot easily view your website, they will leave before continuing to read your content.

With proper training, you can be a marketing expert on your own!

At Pearl Marketing, we provide training and seminars to business professionals who want to learn the latest and greatest marketing tools and techniques. We work one-on-one with marketing DIYers to coach them on marketing strategies that will enhance their brand and attract more customers for their business. Our goal is to leave clients feeling empowered to manage their own marketing strategies that will drive their businesses future success.

Let us help you bring your brand to life! Call 603-732-9070 or email info@pearlmarketing.com 

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3 Tips to Attain (& Keep) Loyal Customers

3 Tips to Attain (and Keep) Loyal Customers

3 tips to attain and keep loyal customers

Customer loyalty is crucial when it comes to sustaining a business and is paramount if you want to see your business grow to new heights! Customer loyalty doesn’t always happen over night and must be earned first and foremost by the value of products and services a business provides to its market.  Close behind are the positive customer experiences, consistent brand engagement, and customer appreciation. Below, we’ll dive in to three tips about how your marketing efforts can help you with these points above and will encourage any one-time customers or clients to keep coming back for more! To receive more marketing insight from us on this matter, or marketing matters like it, consider our consulting services.

Provide Incentives


Don’t we all want to feel appreciated? Your customers certainly do! Creating ways to show appreciation to your customers regularly is a surefire way to make long-term relationships with your clients/customers. Creating a long-term loyalty program that suits your business is a great way to get customers to return to your business. If you’re a small business and have the opportunity to make it more personal, like dropping off small gifts around the holidays, or sending personalized cards, then go for it! If you’re a bigger business with hundreds of clients (or not), then utilizing digital means of showing customer appreciation is the way to go (email marketing, social media). Providing customers with a special discount, a seasonal coupon, or something of the like will encourage them to stick with your brand because it shows it’s not just about the business, but about the relationship too. We believe if you have this attitude, you’ll be seeing your customers and clients for years to come!

 

Consistent & Creative Blogging

Don’t underestimate the power of blogging and blogging regularly. Blogging is a great way to create community around your brand within the industry your business is a part of. It is also a way to become the expert in that industry for your customers. For example, if you own a flower shop, your blog is going to post consistent blogs about the flowers in season, how to properly maintain certain flowers for longevity, how your business makes the perfect floral arrangement, and so on. When your target audience sees that they can read expert advice and information about their interest in flowers, they will begin going to your blog for the latest updates and begin seeing your business as their “go to” business for all things flowers. Blogging builds trust with customers and gives them something that they can benefit from. You can start blogging about your business and industry on WordPress.

Direct Engagement – Email Marketing

To effectively and consistently stay engaged with your customers and to keep your
unique brand in the forefront of their minds, you will want to use a marketing tool that allows you to engage with your customers directly. A personalized email newsletter even just once a month goes a long way. Depending upon your industry, content, and special offers that you can provide, businesses can send out email blasts anywhere from once a week to a once a month newsletter. You just need to make sure your content is new, relevant, and engaging in each email, or people will start to feel like your business is inundating their inboxes with emails and will then unsubscribe. Provide your subscribers with relevant industry information, helpful insight, tips, as well as incentives they wouldn’t receive elsewhere. This also helps to cultivate a community within your brand as customers/clients begin to expect and look forward to your email each week/month. Email Marketing platforms like Active Campaign& Constant Contact are a great place to start!

Whether you’re a small business owner who is looking for on-going marketing advice that’s only a phone call away, or a large corporation that is in need of annual trainings and seminars for their employees and marketing personnel, Pearl Marketing is there to guide, mentor, and provide the knowledge & tools that will lead to YOUR marketing success!

With the launch of Pearl Marketing Academy, which will provide online courses for business professionals that would like to learn at their own pace and gain expert marketing knowledge, we are asking what course subjects you would be interested in learning in regard to marketing. Thank you!

Take our survey!
Pearl Marketing is a marketing consulting agency that educates, advises and manages personalized brand and marketing strategies. Our team of marketing experts serve as an extension of your company. At the core of success is a collaboration between Pearl and your company to develop and execute strategies to reach and retain your ideal customers.
603-732-9070
info@pearlmarketing.com
www.pearlmarketing.com

Strategic SEO Marketing | Pearl Marketing Design

The world of digital marketing is continually shifting, learn how your company can improve their platform visibility through SEO.

What is SEO?

Search Engine Optimization is the basic activity that increases your company’s ranking within search engines. Mostly commonly known search engine is Google, which displays links to pages that receive credible authority by analyzing the number and quality of links from other web pages.

In simpler terms. Google presents the most qualified searches first.

My content is resourceful and relevant to the services/products we sell, but we still are not ranked number one. Why?

Google doesn’t give out participation trophies. You have to earn your right to be at the top.

And that’s where proper utilization of SEO is necessary when trying to rank your website within the first few results. This means that having experts use the right tools to achieve high search rankings.

Who should manage my company’s SEO?

There are many options including hiring a marketing consultant, using a marketing agency, or utilizing your marketing department. There are also SEO companies that specifically specialize in the craft of search engine rankings.

Can’t I just use Google Analytics?

Google Analytics is powerful tool for increasing search rankings. When used to its maximum potential, it can increase your company’s traffic and ultimately convert clicks into actions.

Google’s ranking algorithms are the magic behind what companies have the best chance for audience views. The two most famous algorithms are Panda and Penguin. The animal theme stemmed from creator Navneet Panda who actually created Panda first in 2011. In brief, Panda reduces the number of low-quality sites appearing at the the top of Google’s results whereas Penguin focuses on the backlink profile of your site in real time.

Search Engine Optimization

Do I really need someone to managing my SEO?

Before Google’s ranking algorithms, there was a possibility of almost anyone being able to create relevant content for consumers and potentially coming out on top. Now, it is much more difficult to do so without a professional. It is important to not only create great content to get people to link your pages, but also show Google that your pages are interesting and authoritative.

Who should I contact?

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’s search rankings!

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