Performance Marketing Program Magnifies Your ROI

Performance Marketing Program Magnifies Your ROI

Marketing failures — pricing errors, business models, lack of understanding of customers — make up 6 of the top 10 reasons that businesses fail.

Business success is often attributed to marketing factors as well: disruption, reach, product mix and market.

Webociti’s new Performance Marketing Program isn’t for every business. It’s specifically tailored for organizations who are already experiencing growth, but who want to supercharge their results we call it our Growth Accelerator. Commit to going the distance to grow their confirmed clients and sales. Truly interested in tying marketing results to quantifiable ROI.

We Are Committed to Results. Not Tactics.

Few things are more frustrating than spending money on a marketing project and not being sure of the return on your investment. Perhaps you’ve updated your website, launched a new social media campaign and added pay-per-click advertising, but are you truly driving conversions?

If this question is keeping you up at night, then Webociti’s Performance Marketing Program is your solution. Marketers rely on an increasingly complex toolset to define success within the moving target of consumer expectations. Automation and proactive communication methods are the rules of the day, but it can be next to impossible to stay up to speed on all the tech needed to make results measurable.

Powerful Performance-Based Marketing

Great products and services deserve powerful marketing. What do you do when you don’t have in-house marketing staff and aren’t quite ready to invest in a traditional full-service marketing agency? Good news! If you are approved for our new Performance Marketing Program, you will get the exceptional performance-based marketing strategy and tactical Performance Marketing Programsupport that will make a long-term difference in your organization’s future.

Yes, you have to be approved for this new program. We have received a great deal of interest but acknowledge that this program simply isn’t for everyone. We are hand-selecting organizations we feel will benefit from a focused marketing effort. Our evaluation process ensures that the outcome is a win-win for everyone involved.

We take the risk out of your next big marketing push — no more worry about hiring the wrong marketing staff or agency. You can launch a new product or website without a massive outlay of capital. What do you get? The best marketing and sales minds in the business to supplement your marketing team.

Our next-generation Growth Accelerator model virtually eliminates your risk by putting the burden on our team to perform for you — when we come through, we receive a percentage and you get a steady stream of prospects or sales!

How Our Performance Marketing Program Works

Our team works with you to tightly define your goals. Perhaps you want to drive 50 leads per day to your telemarketing team. Maybe your goal is more sales-oriented, or you would like to raise the value of each sale.

Once we define the outcome you desire, our talented digital marketing team dives in and develops a comprehensive strategy that will help you reach even the most aggressive goals. This could include everything from:

  • Creating a complete website or campaign landing page
  • Defining an onboarding series that can be automated to encourage repeat purchases and upgrades
  • PPC advertising or remarketing for your products across the Google or Bing ad networks
  • Weekly or monthly email marketing campaigns
  • SEO strategies
  • Blogging
  • Video
  • and more

Each tactic is specially selected by our digital marketing experts to support your unique business needs — built to work together to improve your key metrics and provide you with measurable results.

Outside the (Marketing) Box

Are you used to hiring a marketing or sales firm to support your internal efforts, but never quite sure of the ROI that you receive? With Webociti’s Performance Marketing Program, a small monthly or upfront fee is complimented by a sliding scale of payments based on Webociti delivering results for your business. That puts the pressure on our team to perform beyond your expectations — essentially making us an extension of your marketing and sales team without adding to your overhead.

We have the resources to quickly put plans into action when you need it, allowing you to deploy with agility when a need has been identified. Even better, we can make quick course corrections when we find that something isn’t quite hitting the mark — always keeping those ultimate business objectives top of mind.

Not everyone who applies for Webociti’s revolutionary new Performance Marketing Program will be accepted. If this unique business model feels like a fit for your organization, contact Webociti today at 678-892-7157 or fill out our online contact form for a quick response.

Email is the One Marketing Strategy You Can’t Afford to Ignore

You have probably heard the statistics: millions of businesses are using e-mail marketing and it is incredibly difficult to gain attention in people’s overcrowded inboxes. If you’re waiting around to be picked up with the junk mail, then you’re doing email marketing the wrong way! When you work with your prospects and customers to provide messages that are engaging and interesting to read — and that add true value to the reader — your emails are much more likely to be read. Nurturing your prospects and turning customers into advocates is not a shift that happens overnight. It takes work, empathy and a willingness to think long and hard about each message before sending it to be successful in this crowded environment. Do you have what it takes to create an email marketing strategy that simply cannot be ignored?

The Power of Email Marketing

If you have been in business for a few years, you are probably already sending a sporadic email or two to your list. You may even have what feels like a strong strategy with a bi-weekly or monthly newsletter. Have you noticed that your open and click rates are dropping off a bit and that your list tends to stagnate over time? The same people are opening your emails, but they are not necessarily taking action on the information that you are providing. Emails can be sent for a variety of different reasons such as information, engagement to read more or to make a purchase. With 73% of the rising Millennial spenders looking to email as their preferred method of communication and 2.9 billion email users worldwide by 2019, now is the time to take full advantage of this powerful communications medium.

There are five steps you should take on your journey to email marketing nirvana: building audience personas, cementing a strategy, mapping customer journeys, writing like a human and looking for ways to personalize.

1. Building Audience Personas

E-mail marketing
Whether or not your organization has a robust CRM (Customer Relationship Management) platform, it is critical that you first understand who you are speaking to. Think of it like this: when you go into a meeting, you have a general idea of how Bob in Finance is going to react to a particular suggestion, and you can phrase your message in a way that Bob is most likely to accept. The same is true of email marketing. You must deeply understand your prospects and customers in order to nuance your message to be heard in their language. Spend time digging into your current customer and prospect data. Can you determine some traits that are shared by your best customers? What about people who have never purchased from you?

These tidbits of information, along with data from your social media channels, can be compiled into audience personas that you can use in your ongoing communications.

2. Cementing Your Strategy

Okay, you may not want to put your strategy in actual cement, but it is good to at least firm it up a bit. Sending emails off the cuff based on a whim is rarely a good business decision. Customers are fickle (and prospects are worse!), and once they decide that your message is not relevant to their needs — they will unsubscribe quickly or send your messages straight to spam. Forming a strategy helps you focus your efforts on where they will do the most good. This could be around upcoming sales and special offers or times of the year, for instance. Once you have a strategic direction in mind, your next step involves crafting actionable metrics. Click rates and open rates are nice to know, but the true value of metrics is being able to measure the final outcome: a purchase, a download or a phone call.

What’s best is that a strategy gives you a roadmap. Once you create a strategy, pass it off to someone else to implement — but always keep track of the actionable metrics to assure that it’s being executed to plan. Don’t be afraid to make tweaks mid-stream, either!

3. Understand Your Customer’s Journey

Journey mapping for your customer can be as simple or as complex as you would like. A simple version of a journey map would include steps such as how the prospect became aware of your offering (via a search ad), the landing page where they submitted their contact information and the final step it took to push them over the edge to purchase. A more complex map could include each of the standard phases:

  • Awareness
  • Consideration
  • Purchase
  • Retention
  • Advocacy

You may have a different email strategy for each of these various stages, always in an effort to move individuals further down the path to advocacy for your brand.

4. Develop a Likable Voice

Marketing Voice
Your brand’s “voice”, or the way you convey your messages, says a lot about your brand. A high-end clothing brand is likely to speak differently to their customers than a Chuck-E-Cheese, for instance. While these are two extremes, everything from your selection of specific words to your use (or overuse!) of exclamation points helps your customers form an opinion of your brand. Look for a way to communicate authentically at all times. Some marketers find it helpful to write as if they’re communicating with a trusted friend, which adds a layer of personality, style and warmth that might otherwise be lacking.

5. Make it Personal

Today’s personalized emails go far beyond “Dear Mike”, and include everything from messages that contain details about previous purchases to upsells for items that customers have viewed on your website. This new level of high-tech personalization draws upon all of the sources of metadata that could exist for your customer and pulls them together into a cohesive message map. Email open rates with personalization are 30% higher, and consumers are 80% more likely to make a purchase from an email that is targeted to their unique needs and wants. Overall purchase rates can increase as much as 20%, according to recent statistics from Campaign Monitor. Abandoned cart emails are particularly effective, and followup emails for purchases that include review requests are as well.

While all of these tactics build together to create a great strategy, don’t forget one of the cardinal rules of marketing: ask for feedback! Provide your customers with ample opportunity to tell you what resonates and what fell flat. When your customers are given the opportunity to offer their ideas for your improvement, be sure you are showing that you are not only listening — but making changes based on their recommendations.

Are you ready to put these stellar email best practices to work in your business? Contact Webociti today to get started at 678-892-7157 or fill out our quick online contact form to receive your free personalized consultation. We provide marketing automation, social media marketing and digital advertising services for all types of organizations from doctors and dentists to automotive industries, legal and real estate professionals!

What Digital Marketing Is and Why You Should Embrace It

Digital Marketing – it is astounding that two words can carry so much information. People in charge of brand marketing, whether for a retail branded store (e.g. Macy’s) or for a manufacturer’s site (think Goodyear tires) are involving more of their marketing budget into digital marketing than ever before.

What is Digital Marketing

Digital marketing is also called data-driven marketing. It is the use of products or services participating in online marketing. They include:

  • Your website
  • Your company pages on social media
  • Your strategy for mobile phone advertising
  • Display advertising (paid advertising)

Digital marketing is the promotion of brands and products using one or more forms of electronic media. It differs from traditional marketing as digital marketing avails itself of research into how consumers react to different digital techniques. Certainly, digital marketing works well by collecting and analyzing information concerning online marketing. In fact, as a digital marketer, you might also use:

  • Text messaging
  • Mobile apps
  • Podcasts
  • Digital radio and TV ads
  • Electronic billboards

History of Digital Marketing

Digital marketing has been around in one form or another since the mid-1980s. It was during the early 2000s that digital marketing took off and now is a major strategy for internet marketing. In addition to being called data-driven marketing, digital marketing has other aliases that include:

  • Online marketing
  • Internet marketing
  • Web marketing

While it is true that the most important aspect of digital marketing is the internet, the other advertising avenues described above all use online data collection and analysis to target their ads and content to where it will be seen most.

Using Digital Marketing for Your Business

Despite privacy concerns, consumers continue to ask questions through social media about a certain brand. Questions for children’s clothes might include durability, fit, and style. For a household cleaning product questions from consumers may relate to toxicity, product performance, and price.

Data-driven marketing works by having consumers respond to surveys from a brand or a manufacturer or even an online marketing company. The information gathered allows digital marketing experts to use laser-like focusing to capture as many leads as possible that become paying customers.

Meeting Your Goals for Digital Marketing

Just about now you may be thinking – interesting information, but how does it affect my business? Read on! Digital Marketing

  • Successful digital marketing lets you differentiate your company’s product or brand from comparable products out there. To succeed, it is vital that you differentiate yourself. This is done through unique apps, mobile apps on social media, informative content and more.
  • Disturb the existing marketplace by creating a new way of doing business. One example of this is the recent coming to the market of lady’s lingerie offering bargain prices, providing, you become a subscriber and purchase additional lingerie monthly. This is known as subscription and replenishment services.
  • Displace older products and technology. One example is the establishment of home alarm services that are portable, scalable, and affordable. With little or no installation costs (DIYers can do this themselves) and modest monthly monitoring fees, the home alarm system is growing again at an amazing rate.
  • Disrupt an existing industry with innovative technology. One notable example of this is the creation of ride-sharing services such as Uber or Lyft. Cheaper than taxicabs and easy to hail using an app on your smartphone. Ride-sharing services are threatening the traditional cab industry. Even companies that have dominated their industry for years are unable to convince consumers to stay with them.

What to Expect Next

Join the digital marketing revolution. As noted above, you can implement change in your marketing to digital marketing using small and large investments, small or momentous changes to how things are done whether the changes are disruptive or not.

From website design to setting up pages on social media along with experience writing content and developing an online marketing strategy, you should consider professional help. Using digital advertising means addressing lots of issues concerning your online presence.

 

Joe Mediate

SEO: Keywords or Key Topics?

SEO: Keywords or Key Topics?

Everything you know about Search Engine Optimization (SEO) and keywords is wrong. No, wait – everything you know about SEO and keywords is absolutely correct. Keywords

Confusion is King Regarding SEO & Content

The gurus of online marketing have been contradicting themselves since SEO became a thing;

  • SEO is dead
  • SEO is alive and kicking
  • Content is king, and SEO is out
  • Content is king, and SEO works well with quality content

The question is, who is correct?

The answer is equally confusing – No one is right, and everyone is correct. How can that be? Supporters of SEO and supporters of content can point to results that prove their point of view. They claim, “cause and effect” but are unable to prove this is so.

So, how do you get your content noticed for the rest of 2017 and through 2018?

The Case for Key Content

A few years ago, Google started using a new algorithm called Hummingbird. According to Google, Hummingbird is designed to offer users a better search experience by understanding the meaning of your words. For example, before Hummingbird, the Google algorithm if you Key Topicssearched for the Serrano Hotel reservations in San Francisco, you were directed to the home page. Once there, you clicked on the appropriate tab for reservations. With Hummingbird, the same search brings you directly to the reservations page. Many elements of Hummingbird were part of Google’s old algorithm, only Hummingbird is smarter.

Key Content is Also Known as Content Marketing

The main difference between keyword and key content is that key content drills down to a more exact search. Since Hummingbird’s release in 2013, key content is text, videos, images, and news. It is crucial that each of these content types is optimized so that search engine ranking is as high as possible.

The old way of optimizing for SEO was to do a keyword search. The more popular a search term is, the more likely it would end up as part of your content.

If we go back to our hotel example, keywords might be:

  • San Francisco
  • Hotels
  • Union Square
  • Reservations
  • Pet-friendly

No one involved in internet marketing would suggest eliminating keywords from websites, but better searches for users requires sites to develop key content too.

Key Topics for our hotel could include:

  • Weekend Adventures in San Francisco
  • Union Square Hotels in San Francisco
  • Pet-Friendly Hotels in San Francisco

The Hummingbird algorithm pushes site owners to write content that naturally includes keywords – this is the antithesis of keyword stuffing. In fact, site owners who engage in keyword stuffing might find they incurred the wrath of Google and not show in search engine results (SER) at all.

While Hummingbird is supposed to make searches on the internet more user-friendly, it makes it far more difficult for internet site owners.

Till next time
Joe Mediate
Digital Marketing Consultant

Marketing Funnels

Marketing Funnel

Most of the time, my suggestions, and solutions for improving marketing and sales deals with keeping your customers happy and how using Digital Marketing, SEO and content can move prospects through the marketing funnel and finally make the sale.

Of course, your company gains from having a marketing funnel with prospects, leads, and customers in various stages of the marketing funnel process. But, the people in the marketing funnel are not just prospects, there are your sales people in the marketing funnel too. They depend on the marketing funnel and often gripe about an inconsistent flow of revenue and commissions month after month with frequent sales gaps. I believe that this is a direct result of a lack of consistent prospecting. When prospecting sputters and stalls so does the movement in the sales funnel.

The Marketing Funnel

A funnel is engineered to help you move a liquid from one container to another. Imagine an oil change for your car – the funnel protects your car from spills of engine oil. The idea behind a marketing funnel is similar, except its purpose is not to prevent liquid leaks, the marketing funnel help your company avoid “leaking” potential new customers. Marketing Funnel

The marketing funnel is used as a metaphor and had is start by codifying the marketing of AIDA – Attention, Interest, Desire, Action. Not only is AIDA a description of the sales funnel it is a marketing system, a process where you provide an optimal customer experience each step of the way. The steps follow:

  • Prospect
  • Lead
  • Customer
  • Repeat Buyer

What Does Each Stage Have in Common with The Others?

Content. Content is the lure for having a prospect become a lead. A well-written article about how your products function and make life easier has a good chance of being downloaded. The download is cost-free, leads simply give us their email address and they get the download. If the download lives up to its promise, the lead ultimately converts to a paying customer. Following his or her initial purchase, additional content may be pushed to the customer and leads to a repeat sale with this customer. From the first stage to the last, content that is relevant, interesting, and not filled with too much jargon is the common thing found at every stage of the Marketing Funnel. This type of content does help the potential customer move through the marketing funnel and become a reliable returning customer.

The Marketing Funnel in Action

Suppose I am running an electrical contractor business. I have a website and a contact form. The site is bare bones with a little information about myself and the products and services I provide to my customers. My contact form can get me up to a dozen or two prospects each month with their first name and email address. But, what if I could get a multiple of leads? Instead of sitting by the phone waiting for a customer to call, I create a white paper for download entitled “How to Save Your Family or Business on Your Electric Bill.” This is what internet marketing experts call Lead Management.

On a periodic basis, I send my Newsletter filled with prizes, coupons, surveys, other downloadable reports, and other great content to everyone on my mailing list.

When your lead makes their first purchase they become a customer. Once they have made 3 purchases they are a customer for life. Becoming a customer is great, becoming a customer for life is the lifeblood of your business. Ask any marketer and they will tell you: “It’s easier to keep an existing customer than it is to find a new one.”

Would you like to learn more about implementing a marketing funnel into your marketing program just Click Here to contact us on our website or call 678-892-7157.

Till Next Time,

Joe

Webociti

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