I’ve mentioned buyer persona in many of my articles. I have frequent conversations with business people about buyer personas. We all get it. Do you implement it in your everyday marketing activities?
I’ll tell you why most websites miss buyer persona knowledge
I’ll tell you why most websites are on the wrong street when their customers are browsing for their products and services on another street.
I was in Rome last year and I walked to Church every morning. On this particular morning I turned left too soon. I was on the wrong street. I walked up on down on the street parallel to the street I needed to be on. Nothing looked familiar. I was lost for half hour until I decided to go back to my start point.
When people are searching for your business they are not so patient. Technology is constantly selling instant rewards. Websites attract or dispel in seconds.
A Website that converts leads to sales, speaks to her buyer personas
The words used on the website are words your buyer personas will use when asking Google, Bing or Yahoo a question. Let’s say you’re a consultant who sells customer service training courses. Most people who need your services never purchased such a service before and is very unfamiliar with your terminology. Instead of saying “Improve your customer services” it would be more lucrative to use words like; “Improve customer retention” or “How to train my staff to relate better to customers” Buyer persona phraseology is not that difficult but it takes research and testing.
At WSI, we use what people search to help future customers to connect to your website and not allow these searching customers to go to the competition’s website. We use search queries to improve the words you use on your website and when you follow up with them either with email or phone calls.
When a visitor comes to your site they may read certain articles. They may read certain pages. According to where they spend more time or less; determines what further information we should add to your site and what further information we should offer to this visitor via email or otherwise.
65% of buyers already have completed their research before they decide to buy. In other words, people, your future customers, are searching. If your website has only the information you want to put on it, simply because you have no more time to spend on your website; most probably your visitors aren’t intrigued. If your website does not connect with your buyer personas (you’re not on the same street as they are) you are wasting your marketing budget by driving traffic to your website.
If you wish to qualify marketing leads before you send leads off to the sales department; leverage your website to improve your buyer persona knowledge. We call this Marketing Automation.
Marketing Automation helps your website qualify leads and thus your conversion numbers improve and so do your sales.Its the most cost effective digital marketing strategy for 2017.
With Marketing Automation on your website, you connect with your buyer personas.
Imagine no more Monday Business Review Meetings where marketing department and sales department are pointing fingers. Instead gather the metrics when you track your buyer from awareness to decision to buy from you. Numbers do not lie. Allow all your marketing efforts to qualify leads from the start. Reduce data transfer errors from marketing department to sales department. When the lead reaches sales department they know all about the lead and the lead need not explain her/imself all over again.
Marketing Automation is a powerful system to send to your target audience the effective message s/he needs to hear on any occasion. The right message will be sent to the right prospect at the right time everytime.
Marketing Automation helps brands better serve their target prospects and customers while constantly improving overall customer experience.
Marketing automation software has made impressive strides over the years. It offers businesses both large and small the tools and data reporting they need to build relationships and drive new revenue. Here are some of the ways an automated marketing strategy can help you.
You have several products and not sure which product your customer wants right now. Let the system do the work for you. Through Email marketing you send offers to your list. The interested prospects/customers go to your landing page and opt-in. Now you know that your silent reader really wanted a swim suit for a toddler and not a surf board(for example). This is what we term segmenting your list. Create CTAs (Calls-To-Action) and display to different contacts based on the data you’ve collected.
Repurpose old content and share on Twitter and LinkedIn to draw in new leads. This way you test drive content strategy before putting bigger adspend dollars behind your updated content information.
Use data driven information like conversions and responders to build your marketing plan.
Marketing automation software offers better reporting and marketing analytics that help you reduce CAC. It improves conversion rates, fosters savings through customer referrals and helps with onboarding. And that’s not all – it reduces the amount of manpower required and improves lead generation, email targeting, measuring, reporting and more.
If you wish to read case studies that will inspire you to see the power of marketing automation Check this article
Marketing Automation gives brands the ability to build long-lasting relationships through creative content with their customers and prospects. It removes assumptions about your target market. Through the data collection software it defines new ways, develops strategies that reveal unexpected and insightful information about your leads and customers.
To learn more about marketing automation either call me today or ask to join my newsletter which I share frequently
This post originally appeared at: https://WSIWorld.com/blog/The-Bright-Future-Of-Marketing-Automation/
Turning Website Visitors into Leads, and Leads into New Customers
Successfully delivering appropriate messages helps you to lead customers step-by-step through their buying cycle. Marketing automation enables you to set up a workflow of highly personalized marketing messages designed to convert website visitors into leads, and then your new leads into paying customers.
Here are 5 best practice guidelines to get marketing automation working for your business.
Before you can start creating your emails, autoresponders, workflow messages and landing pages, you need to know your audience. Create buyer personas to help you understand how to produce content that addresses your customer’s specific needs and challenges.
Your marketing automation campaigns should be aligned to your sales processes. Recording every point of engagement to an online CRM will provide detailed customer profiles for your sales team to successfully nurture leads through their buying cycle.
Delivering the right message that appeals to your target audience, will not only drive an engaging marketing automation process, it will also qualify your leads from the start. So be creative, be informative and be focussed.
Effective marketing automation campaigns will feature a multi-channel approach – with touch points including dynamic website content, email, social media, re-targeting, and interaction from your sales team.
The beauty of digital marketing is that it provides a constant flow of data to assist you in optimizing campaign results. A consistent program of monitoring and improving your workflows will increase your overall competitive advantage.
In addition to increasing leads, marketing automation systems can help increase cross sales and upsells, and improve customer care processes, turning your customers into active fans who will be ready to recommend you.
If you would like help getting started with marketing automation, or improving your current campaigns, get in touch with your local WSI Digital Marketing Consultant today.
Let’s say you’re at a cocktail party and you ask the person you just met. So how exactly does a psychologist help a parent discipline a child without anger? Then the psychologist either asks a question; or goes off on a tangent and completely bores the person to death for the next hour.
Which angle would you like to take? The angle of answering the real question that the person wants to know more about? Or. The angle of talking and talking and the person pretending to listen.
Content Marketing must be relevant to your reader(let’s get back to the blog here). So your headline should be pointing to a question you know your target audience wants answered. Headlines and the short description below is what Google/Bing/Tumblr offers up when someone types in a question. The Search engine wants to give the searcher/surfer the choice to visit your website if your headline is relevant and optimized for that keyword.
Google wants you to
The Content in your blog must be relevant and understandable. Let’s go back to the psychologist. In the field of psychology as in many other fields, including mine, there are lots of jargon of the industry. Keep your words simple and talk about the solution of the problem you are attempting to answer. For the Psychologist; he needs to know the stage of the child and what the parent has tried, what the parent understands about disciplining. So if I were the psychologist and write a blog about disciplining a child without anger, then I would hone in on a particular stage. Write about how to solve the typical problems of that stage. I would probably have enough content to keep me busy for 12 months, maybe more. There is no one solution.
From my experience of parenting 7 children. Not one child is alike. What works for one does not work for another. What works today for child number 3 would not work next year for that same child.
Content Marketing for your business will work best if you create your content plan. Have a look at the year. Is your business seasonal? What is your ideal customer doing in February versus August? Will your target audience need more help on the topic of ‘how to teach a child to study for tests, for retention, for self confidence…’ See how many different bits of content can be written around studying?
A great Content marketing strategy is to plan out your topics 3 months in advance. That gives enough time for feedback and editing from all involved on your marketing team.
The Goal of Content Marketing is to either grow your email list, (your list of followers or interested people), grow your market share, increase your SERP or increase sales.
Content Marketing is long term because after people read your credibility because of how much content you’ve shared through your blog; they grow to trust you and then they will buy from you. Google also ranks your website higher when it indexes your content consistently. (Not all blog posts are indexed)
WSI Digital Marketing has recently launched an expanded SEO effort for Affordable Tel, a Ventura based company offering Phone and Security Systems in southern California. WSI began efforts in 2014 and has been providing expert consulting and SEO optimization for over 2 years.
Our original optimization efforts for Affordable Tel were focused on the primary services offered:
Affordable Tel has been extremely pleased with the progress of its local SEO ranking, especially as Off-Page Optimization efforts began to take effect. Back in 2014, Affordable Tel had no SEO visibility. WSI optimized the above pages, build out Social profiles on Google+ and Facebook, and created 3 blog sites (WordPress, Tumblr, Blogger) where relevant content is shared every month. Now Affordable Tel is on page 1 of search for most of the optimized keywords and traffic to the website has increased dramatically.
Affordable Tel has been providing quality phone systems for small businesses since 1983. They focus specifically on small business needs, recommending the best telephone systems for their clients, taking time to really learn the needs of the business and finding the best system for the best price. Their services include equipment sales, service, structured cabling, and maintenance. They provide professional consultation, site survey, design and installation for voice and data cabling. They are an authorized Panasonic, Avaya, and NEC dealer, hence the optimization of these key pages on their redesigned site.
Off page optimization will reinforce the new phone brand pages by helping business understand the features and benefits of these systems and showcasing the product knowledge of the Affordable Tel team. Together with the on page optimizations, these pages should rise in the search ranking over time and provide additional visitors and leads for Affordable Tel.
This post originally appeared here: http://www.wsicybersmart.com/wsi-expands-seo-efforts-telecom-client/