Artificial intelligence, and what it means for the PPC industry, is buzzing around like crazy right now. As we see more and more automation tools come out, we are constantly wondering how it will change digital marketing. Have you thought about what AI could impact your…ad copy? With ad copy being controlled by automation, how will you be able to stand out? And how much control will you have with your ad messaging?
In this webinar, AdFury’s Christopher Hoover and Hanapin’s Lauren Rosner will discuss the hot topic of AI and what the future could look like when automation becomes more and more popular in our industry – the good, the bad, and the challenging.
AdWords offers many fantastic automated PPC Bidding Strategies for your accounts and campaigns. In a previous article, I discussed When Flexible Bid Strategies Are Right For You. Recently, Krista Hsieh wrote an excellent article about Testing New Bidding Strategies Through AdWords Experiments. In this article, we are going to discuss reasons you might want to avoid using automated bid strategies.
How Do Automated Bid Strategies Work
How do automatic bid strategies work? AdWords Smart bid strategies use machine learning (AI) based on the historical conversion performance in your account or campaign. The AI uses the historical data points to make bid adjustments in each individual auction based on the predicted outcome. In order for the system to make the best adjustments, it requires accurate and consistent conversions trends.
You also need to allow the bid strategy to run for at least 2 – 3 weeks before determining if the strategy is right for your campaign. Also, as Krista described in her article, it is a great idea to test the bid strategy in an experiment before applying it to your campaigns.
15 Conversions Minimum
AdWords says you need 15 conversions in the last 30 days. Um, not so fast. I would say 15 conversions at the absolute minimum. Not only should your campaign have at least 15 conversions, but you really need to have at least one conversion every other day. Also, if you are going to test the bid strategy inside an Experiment, it will split your data by 50%, so you will want to have double the minimum.
One thing to consider, is if your campaign has sporadic conversions or wild seasonal fluctuations, you may want to avoid using any bid strategies that focus on conversions, CPA, or even revenue. In the example below, this campaign had 16 conversions in February, but we can see the performance is not consistant. This campaign would not be the best candidate for automatic bid strategies that focus on conversions.
In this next example, you can see exact same campaign had only 5 conversions in March. AdWords system may be smart, but these trends are not steady enough to rely on automatic bid strategies that focus on historical conversion trends. So, before you decide if bidding strategies are right for your campaign, you will want to review the performance over a longer date range.
Maximize Conversions and CPCs
In a situation where you do not have enough data, bid strategies like maximize conversions can go crazy and drive up the CPCs. In the example below, this campaign only had 8 conversions total, and maximize conversions drove up the CPCs. They had CPCs as high as $56 for a single click that didn’t result in a conversion. We can expect these types of CPCs for a lawyer, but these would be expensive clicks for most accounts.
Consider Your Conversions Types
Another thing you will want to consider is the type of conversions you are tracking. In this account, we have 17 conversions in the last 30 days, but 9 are phone calls and 8 are transactions. The system is unable to determine the difference between a good call and a bad call. The technology is not designed to see if the call duration was 2 minutes or 24 minutes. The system would simply optimize get the most conversions without consideration of type or quality. This is especially true for many lead generation clients, just because you received a lead, does not mean it will result in a sale.
Short Durations or New Campaigns
If your campaign is new or is only going to run for a short time, you may want to avoid most automated bid strategies. The only strategy that might make sense is Maximize Clicks. This strategy is focused on getting the most clicks within your budget and won’t rely as heavily on historical data. One word of caution, always set a max bid limit. Not setting maximum CPC bid limits is a receipt for disaster.
In some campaigns, I have found maximize clicks reduces our costs and improves the conversion performance. You can see a big difference in conversion performance after switching to maximize clicks. However, if you are interested in maintaining a dominant ad position, this bid strategy would focus on clicks and not position.
Localized or Niche Campaigns
Some accounts that are localized or have very niche products or services may want to stay away from automatic bidding. For example, if you are targeting a small area and narrow audience, you may want to go with manual CPCs so you can stay on top of your bids and budget. One option might be test Target Outranking Share if your competition is small and you know their domain.
Check your tags often, if your tag breaks, your data will not be optimizing properly. There have been many occasions where the web developer updates the website and suddenly our conversion tracking is missing. Or worse, it has been installed on every page and recorded every visitor as a conversion. The machine learning will only be as accurate as the data it is receiving.
Automated bid strategies can be an effective tool for many campaigns and accounts. However, you never want to set a bid strategy and forget to monitor performance. It might be a good idea to create automated notifications for any wild fluctuations so you can get on top of it quickly.
Ever feel like you’re seeing the same content over and over again online? Today, according to Statista, 96% of businesses use social media, and the digital market is more saturated and competitive than ever before. It’s no longer a question of should your business be on Instagram, but rather, how do you make your brand stand out from all the rest? In this new digital world, you may wonder whether there are any effective ways to make your brand stand out from the pack. There are—and they involve getting back to the fundamentals.
The key to crafting a compelling brand story is to ask yourself, “What is the ‘why’ behind what my company is doing?” To quote Simon Sinek, the “why” is the driving force that provides solidity and continuity for your company—like the foundation of a house. While product offerings and marketing tactics may change, this foundation remains the same. Brands that can identify their “why” and use it as the central theme of their messaging are better equipped to cut through the noise.
My company, Later, keeps our brand in mind with everything we do. Whenever you see a piece of Later creative, you’ll know it’s ours right away. How? Because even though we vary our message enough to fit each medium, we are diligent in remaining consistent—and therefore recognizable—across all channels. Whether it’s an ad, social media post, content on a landing page, or our product itself, the message always embodies our brand and furthers the conversation around it.
Visual marketing is what we teach others, so we’re committed to always proving that it’s at the core of our brand identity. By weaving a visual thread throughout all of our messaging, we’ve developed a loyal following. People can see for themselves that we follow through on our own intentions—and that builds trust and creates curiosity.
So how do you turn your “why” into revenue? Running a modern internet company, I’ve thrown thousands of ideas against the wall to see what sticks in terms of telling the kind of brand story consumers will respond to.
In this blog, I’ll cover which techniques work well to tell your brand story and which ones are best left on the cutting room floor.
1. Create One-Of-A-Kind Offline Experiences
When it comes to epic brand experiences, REVOLVE is leading the charge. The e-commerce brand travels around with ultra-popular models and influencers and throws insane parties at glamorous locales like the Hamptons.
Sounds great for boosting exposure, right? It is, but the influencer scene is about more than brand awareness for REVOLVE. By inviting influencers to highly curated experiences, such as the invite-only REVOLVE Social Club, the brand inspires a following not only in its brand but also in the lifestyle associated with it. When the e-commerce brand opened its elite club to the public for a festival-style pop-up this spring, followers were eager to participate in the same lifestyle—and purchase the same items—as their favorite influencers.
The brand also dominates the Coachella music festival, which has become a competitive event for companies fighting to give away the best swag and sponsor the biggest acts. From flying New York-based celebrities like A$AP Ferg and Danielle Bernstein to the event via private jet to co-hosting a brunch with Nicole Richie, REVOLVE clearly takes the prize for brands using the hottest influencers to bolster its lifestyle brand.
Nordstrom recently launched its newest retail store, Nordstrom Local, which offers hand-pressed juices, personal styling—and no physical merchandise. Instead, its personal stylists handpick items from across the chain for specific shoppers. These tactics communicate the brand’s “why”—to offer convenient shopping services to guests—and provide new opportunities for consumers to connect with the brand on a more personal level.
While not every brand has the budget to fly influencers in private jets, there are easier ways to connect with real-life people and solidify their connection to your brand. Hosting meetups for VIP customers is one way to replicate this, but even providing customers with curated to-do lists in various cities can help them feel connected to your brand in a way that a trip to your e-commerce site will not.
2. Involve Your Audience In Your Mission
Whether you’re selling sneakers or software, involving customers in your brand’s long-term mission will drive brand loyalty. When customers feel passionate about your brand story, they’ll be more likely to stick with you for the long run.
Take tentree, the environmental apparel company that plants 10 trees for every item purchased. Its mission is to “become the most environmentally progressive brand on the planet,” and Instagram plays a key role in relaying its core values and sharing its brand story. The company works with a team of brand ambassadors and relies heavily on user-generated content to showcase a lifestyle dedicated to the outdoors and social impact. To date, tentree has amassed 2.3 million followers and has planted more than 17,590,000 trees.
Through this model, tentree has created a virtuous cycle: its photos inspire users to purchase apparel, which results in more trees being planted—and more photos of users wearing its clothes, which the brand can then use to further populate its Instagram page. By selling a movement, not a product, tentree has built a successful business that depends on the strength of its visual storytelling to stay profitable.
Engaging customers in your story can be easy with the tools at hand. Consider creating brand-specific hashtags to encourage user-generated content, and offer incentives for people to participate in your campaigns. Adding a collaborative element to your brand’s visual storytelling can help users feel like a part of your mission, rather than just witness to it.
3. Be Privacy-Conscious With Your Branding
It’s a Catch-22: Brands are no longer concerned about shocking their customers with granular targeting, but they don’t want to anger them by violating their privacy. This creates an opportunity to stand out from the pack by establishing your brand as one that is conscious of your customers’ privacy. Consumers who are targeted when browsing for makeup or cleaning supplies may not care whether the details of those searches start popping up all over their browser, but they’re not as laid-back when it comes to medical details or major life events.
Spotify’s year-end campaign is a great example of data used well. Their 2017 Wrapped feature provided members with fully customized playlists based on their listening habits. Not only does the campaign make members feel valued by Spotify, but it also helps reiterate users’ dedication to the platform by highlighting just how many minutes they spent streaming music last year. Reactions to the feature have been largely positive, with users sharing their personalized results across social media channels and news outlets applauding Spotify for its ingenuity.
By contrast, Netflix tried to recreate this success with a tongue-in-cheek tweet about users’ viewing habits. While some maybe saw this as a harmless joke, many others called out Netflix for shaming its subscribers and violating their privacy.
You can still use your customer’s data to target them—just make sure you treat it as discreetly as your own company data. If you want to highlight user data as part of your brand story, be sure to offer customers something in return. Remember, there’s a difference between giving users new insights on their own behavior and exposing that behavior to a large audience. By being sensitive and smart with users’ personal information, you can rise above your peers in the eyes of privacy-conscious consumers.
In short, using digital marketing to stand out requires more than simply copying the content strategies of your competitors. If your brand can find its “why” and convey it in a compelling way across all channels, you’ll be able to establish a strong presence in a crowded online landscape.
How do you tell your brand’s story? Have you used any of the strategies I mentioned? I’d love to hear about what you’ve done in the comments.
The post 3 Highly Effective Ways to Tell Your Brand’s Story appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Here at Jungle Scout, we get a lot of questions about the Amazon terms of service and prohibited seller activities and actions agreements. That’s why we decided to post it all here and break down what each and every part of it means. Notes on formatting: I’ve broken each element of the “prohibited seller activities and actions” agreement and simplified it with a proceeding heading, then followed it with the actual content from Amazon’s prohibited seller agreement. For anything else that gets a lot of questions, I’ve included additional details as a ‘Notes from Dave’. Amazon Terms of Service: Prohibited Seller Activities and Actions (TL:DR version) Introduction Amazon wants to protect both you and the buyers. Amazon can and will ban your product or your business for breaking the rules. Amazon can hold your payments if you break the rules. The prohibited activities and actions portion of the Amazon terms of service is in addition to all other parts of the Amazon terms of service. General Guidelines The seller prohibited activities and actions is for most products and services. Some products and services may have additional guidelines. Don’t try to send buyers away from Amazon. Don’t use business names that ... Read More
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The goals of the modern marketer are timeless: create new opportunities to grow sales while keeping your existing customers happy and coming back for more. And content marketing plays a big role in this. When you provide information that is relevant, reliable, insightful, and actionable, you harness a proven, powerful method for reaching your customers, not to mention marketing goals. But trying to do it all manually is a daunting task that can easily keep you up at night.
To get the best results, your content marketing efforts need to run like a well-oiled machine so you can focus on the big picture, do your job better, and achieve more. Marketing automation helps you amplify your voice and speak to your audience with content that is relevant to them depending on each individual’s unique attributes and behaviors. Together, content marketing and marketing automation can help you create a cohesive, efficient, and effective engagement marketing powerhouse.
Here are three ways that content marketing and marketing automation go hand in hand:
1. Engage and Stay Top-of-Mind Across Channels
Marketing automation is not a one-and-done tactic. Rather, it orchestrates the use of multiple touchpoints (social media, email marketing, inbound marketing—as well as traditional sales efforts) to engage in continuous conversations with your buyers.
Before, during, and after the sale, marketing automation helps you easily engage across various channels, by connecting browsing habits to landing pages, email messages to website engagement, and social media usage to lifecycle nurturing efforts. Your marketing automation platform keeps track of every prospect and client, to deliver personalized content on every channel.
Each content campaign should, for example, interact with users on one channel, greet them at their stage of the buying cycle on the website, and continue the conversation on the next channel to nudge them farther along in the buying cycle.
Below are a few examples of how marketing automation and content marketing work together on different channels:
Marketing automation can track and monitor the content that each user views and engages with across every channel, so duplicates are never sent and each touchpoint advances the relationship.
2. Deliver Relevant, Personalized Content to Every Buyer
Buyer A is not at the same stage of the buying process as Buyer Z. Marketers must tailor content to buyers in every stage of the funnel, rather than blindly distributing content to the masses. Marketing automation nurtures specific customer personas with targeted, meaningful content that helps you turn prospects into customers and customers into fans.
If you’ve been trying to manually catalog all of your available content, marketing automation eliminates that task, and more, with several smart features:
Every prospect and customer has unique needs and preferences. A growing company can’t keep track of each relationship, but consumers increasingly expect to be treated like individuals.
Marketing automation is the secret weapon making sure that all the hard work you put into each piece of content doesn’t go to waste. Deliver the right content to the right user every time.
3. Garner Insights From All of Your Campaigns
Marketing automation is essential to executing any long-term marketing strategy, but which content is actually working? Are you drawing in qualified leads? Are your content marketing efforts actually driving sales? Can you accurately measure ROI?
Marketing automation provides the data to answer your questions and improve your processes, allowing you to:
Marketing Automation Takes Content Marketing to the Next Level
Automation in any environment frees up time and ensures that the most important tasks stay on track, so nothing and no one falls through the cracks. The same is true for your content marketing strategy.
Marketing automation can help easily create and track content across every platform. It can deliver the right content to every user, so your hard work isn’t wasted and relationships are efficiently nurtured. And a good marketing automation system can report back on how your content is performing on every channel, in every situation. If you’re ready to take your content marketing to the next level, but you’re not sure where to start, check out our Marketing Automation Checklist to help you decide what you need.
In what other ways have you used marketing automation to improve your content marketing? Tell me about it in the comments. I’d love to hear about your experiences.
But how do you know if visitors are actually interacting with your landing page videos? If you’re spending money on producing video content (especially if it’s offer-specific), you’ll want to know if your target audience is engaging.
While some of you may have access to a video marketing platform and resulting analytics, this post is going to share how you can get view information for YouTube video players using the free tool Google Tag Manager.
Once you follow the steps below for your Unbounce pages, you’ll be able to see:
First up: Add Google Tag Manager to Track Your Landing Page Videos
This is really easy to do in Unbounce. First:
Lastly, attach your domain to the script, and you’re all set!
Once you have the script saved, use Google Tag Assistant to confirm the tag is working. After setting up this Tag Manager, next we’ll want to define how we want to track user interactions with our YouTube embeds, which brings us to…
Create Tags to Track Video Engagement
On September 12, 2017, Google Tag Manager released the YouTube Video Trigger which finally gave marketers the opportunity to track engagement from embedded YouTube videos within Google Analytics. Tag Manager added built-in video variables, and we want to confirm they are selected before creating any tags or triggers.
When you get to the Variables page in Google Tag Manager:
Next, we can create our trigger. Triggers control how the tag will be fired. The only option we need is the YouTube Video trigger type.
From here you can select the specific information you want to capture. These actions include when a user starts a video, completes a video, pause/seeking/buffering, and the duration of how much of the content they actually watch.
In the image above, we see just one option of a trigger you can create. If you choose to select ‘Progress’, you have to choose either Percentages or Time Thresholds. It has to be one or the other. You can’t do both. Using Percentages, you can add any number you like (i.e. it doesn’t have to be the numbers I used in the example above). Tag Manager will automatically add 100 for a completion.
On the other hand, if you choose ‘Time thresholds’, you will add the numbers (in seconds) you’d like to have recorded in Google Analytics. If your campaign focus is on views, I’d stick with Percentages. But, if you want to see where users are dropping off to help you improve the content of your videos, Time Thresholds is a good choice.
Lastly, choose when the trigger will fire. By default Tag Manager will fire the trigger on all videos, but you can choose to fire on only some videos.
You can also make your video triggers a lot more specific. The image below shows several options you have to fire the tag on a variety of custom variables for your YouTube videos. If you only want to track videos on certain landing pages, you can do that, but if you only want to track certain videos no matter what the landing page is, you have that option too. Create the trigger which will give you the data you need to make better decisions about the videos on your landing pages.
Now let’s set up the tag!
The image below is just one example of a completed tag set up. Here, you can change the Category, Action, and Label to capture the appropriate video data you want to collect. You can also research and find some cool custom versions of these tags like Simo Ahava’s YouTube Video Trigger. There are many options out there, so find the tag which works best for you.
Now that we can track the YouTube video interactions, let’s view the data.
View the Events Report in Google Analytics
In Google Analytics, head over to Behavior > Events. In the Overview or Top Events sections, you can see the Event Category lists of whatever you are tracking. While Event Category is the default view, you can switch to Event Action or Event Label to get deeper data depending on how you set up your tag.
So, how do you relate YouTube video tracking with our landing pages? Easy. Click on Secondary dimension, search for “landing pages” and select it. From here you’ll be able to see the page URL path alongside the current view you have pulled up.
We now have the data in Google Analytics to view which videos users interact with the most, how long are users watching the embedded YouTube videos, and which landing pages are actually seeing video engagement.
Now You Have Data to Improve the Videos on Your Landing Pages
If you find visitors barely watch your videos (think viewing less than 30% of the content), you now have data to push your team to modify the length of the videos, for example, or get to your key message differently (perhaps you have a really long intro?).
If the data shows users aren’t watching your videos at all, you may want to replace the video on your landing page with other, more customized options, or even text that sums up the value props presented. Finally, if you identify really popular videos, it could be a great opportunity to determine if there are opportunities for reuse on other relevant pages, too.
Overall, you won’t know whether page visitors resonate with the videos on your landing pages unless you track this. Let me know in the comments below if you have any questions on the setup above – happy to jump in with answers.
Tom Fishburne, known fondly as The Marketoonist, has spent 15 years chronicling the challenges, absurdity, and laughable moments in marketing through hundreds of cartoons. He’s used this creative outlet to expose the nonsense of jargon, reveal uncomfortable truths, and act as a voice of reason in the marketing industry.
Marketo is delighted to bring Tom on stage at the 2018 Marketing Nation Summit, where he’ll be sharing key strategies for transforming ideas into reality in his session, “Always in Beta: Overcoming Idea Killers.” Tom will also be signing copies of his book “Your Ad Ignored Here.”
(If you haven’t secured your Summit pass yet, do so ASAP!)
We’ve collected five Marketoonist cartoons that illustrate the role of The Fearless Marketer—our theme for 2018’s event.
Fearless marketing means taking risks and rising to the occasion. It means resolving to continually push the boundaries of what’s possible in marketing. Today, as seen in the cartoon below, it may be a bigger risk to change nothing at all…
A key part of being fearless in marketing is our ability to drive innovation throughout our teams. Are you guilty of one of the 7 deadly sins of innovation?
3. Brand Strength in a World of Voice
Amazon Alexa is here, and with it comes a new battleground for customer engagement. Only the fearless break through the noise. We love this illustration which begs the question—in a world of voice and “zero UI,” how strong is your brand?
With so many tools, channels, and tactics competing for a share of our wallet, and our attention, it’s become critical to stay focused—fearlessly focused—on what truly impacts the business.
5. It’s Your Turn!
Give us your best caption for the following cartoon. The winner will be announced at Summit live during Tom’s talk, and receive a signed and matted print of the cartoon with your winning caption.
Submit your caption here before Friday, April 27th at 5:00pm.
Good luck, and see you at the Marketing Nation Summit!
I think the thing that I love most about Amazon is that there always seems to be a new opportunity to make great money with Amazon. That’s why I was blown away when Amazon reached out to us here at Jungle Scout and asked if we could partner up with them to help them get sellers excited about the huge Amazon Renewed program that they’ve just rolled out. This guide covers the basics of what Amazon Renewed is, how to get started, what’s required from sellers, and how you can succeed selling certified refurbished goods. What is Amazon Renewed? Products on Amazon Renewed are either used or unused products that are refurbished to like new working condition by qualified suppliers. These products are returned by customers who are no longer using them or want to upgrade to the latest version. At times these are customer returns that have hardly been used at all. Qualified suppliers on Amazon Rewewed professional inspect, test, and clean the devices so they look and work like new before repackaging them with accessories. Why sell refurbished products on Amazon Renewed? There are quite a few benefits to selling certified refurbished products on Amazon Renewed. ... Read More
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Every year, Hanapin releases a State of PPC report. The report establishes benchmarks, identifies trends, and helps marketers around the world understand what’s working and what’s not in the paid advertising world.
But in order to get this valuable data, we need to hear from you! If you can spare 5 minutes of your time, we’d love to hear your thoughts on the current state of the PPC industry and how big changes (like Facebook’s recent news on 3rd party targeting!) will impact your company.
The survey consists of about 50 questions and we anticipate it’ll take no longer than 5-7 minutes to complete. And in return, we’ll send you the report before we release it to the public (and absolutely promise to not use your email address for anything other than sending you the report).
Are you chasing the golden goose, or are you on a wild goose chase? When you’re first starting out and trying to scale your company, it’s hard to know for sure.
When we were still a small, scrappy team, we took a piecemeal approach to developing our sales process and didn’t involve anyone who actually worked exclusively in sales. It worked for a while, but after my company doubled in size and we had made deep investments in our marketing efforts, we realized we needed to revamp our sales process.
The first thing we tackled was the initial messaging we sent out to leads when they converted on our homepage. At the time, leads would encounter delays, going cold before sales had a chance to act on them. The sales team spent so much time on intro calls, we couldn’t move our best leads down the pipeline once we discovered who they were.
In this blog, I’ll cover how we scrapped our old, slapdash rigmarole and created a new, scalable workflow based on our real-life experiences, as well as how we immediately improved our sales process.
Recognizing the Problem
Our old lead qualification system lacked one crucial component: intelligent automation.
We spent hours manually qualifying every lead, determining which ones were worth more attention in the sales cycle. This squandered time, and worse, it relegated a highly-capable strategic thinker to a repetitive task, wasting talent that would be better used on higher priorities.
On the sales side, the problem was even worse. Our team was slammed with both qualified and unqualified intro calls with leads. Some leads were considering starting a company, while others were leaders at Fortune 500 organizations. Because we had no automation, all of them got the same level of attention.
This focus on intro calls meant that 90% of the time, the sales team couldn’t focus on down-funnel activity. We were wasting talent, time, and opportunities. So we decided to fix it.
What We Did
To correct our course, we designed a step-by-step plan to rebuild our lead generation strategy.
First, we created a new lead qualification workflow. When the workflow captures an email address and sends it to our marketing automation solution, the lead automatically receives a score of zero. Then, the workflow asks four questions:
Out of a possible 10 points, we set a score of four as the cutoff for qualified leads. When leads qualify, the workflow encourages them to call us. When they don’t, the site redirects them to our blog, puts them on an email list, and tells them they will hear from us later.
With the qualification workflow in place, we designed two separate email workflows to streamline our incoming leads. Qualified leads receive an email designed to get them on the phone with our director of sales. Unqualified leads receive a pricing communication that’s upfront about our fees, informs them what we offer, and lets them decide whether they have the budget for our services.
This new system created a more manageable funnel for our sales team. Thanks to the qualification score system, the sales team only spends a third of its calls on introductions, 90% of which are now with qualified leads. Our system also freed the sales team to refine our down-funnel sales process. Now, we have new email workflows, a growth audit cycle phase, and a master services agreement signing process.
The real proof is in our conversions. Our rebuild doubled our monthly average of new clients from five to 10.
Lessons Learned in the Rebuild
While our rebuild was successful, we could have benefitted from knowing a few things before we began. If you want to follow our example, consider these lessons.
Time Is Everything
Our directors of sales and marketing were slammed with manual work prior to the rebuild. Had we known how much of that work automated qualification could save, we would have started long ago.
Sales reps effectively follow up with leads only around 25% of the time. You don’t have to let unripened leads wither on the vine. Use automated programs to handle lead scoring, like we did, adjusting the scores and metrics to fit your preferred demographic. If other marketing tasks steal your time, automate those, too. Automate special landing pages, pop-ups, and promotions to free your employees for more important tasks.
Not All Leads Are Equal…
Before our new process, we were willing to listen to anyone and everyone. As we scaled, that became unrealistic. We needed to be more discerning about which clients we worked with, which calls we took, and how we approached prospects in different price tiers. This is especially true as we grow, hire more, and increase our pricing to reflect the growing demand.
You can avoid lowering the return on investment of your time spent chasing leads by clearly identifying the types of customers and purchase behaviors you want to pursue. Break down prospects by industry, company size, job titles, and other factors relevant to your product, then focus your attention on your best prospects. If you do well with executives at technology companies with 1,000 to 5,000 employees, set your lead system to prioritize those leads.
…But Everyone Deserves a Voice
Prioritizing one demographic doesn’t mean ignoring the rest. Unqualified leads can find their way to our director of sales by qualifying themselves through our pricing email. If an unqualified prospect receives that communication—which includes transparent pricing—and still wants to talk, we want to have those conversations.
Instead of shutting down unqualified leads, put them into an email cycle that keeps them informed about your business. Segment prospects into lists based on lead type if you offer different tiers of products, and loop them in on company news, new products, and other relevant information. Leads who aren’t qualified might become qualified later, particularly if they consistently receive valuable information from you that they can use to make a decision. If you shun them at first, they won’t view you in a positive light when they’re ready to buy.
Lead qualification automation saves time, boosts revenue, and frees talented people to work on projects with higher return on investment. Stop wasting their time and energy. Follow these steps to implement a qualification system that works for you.
Have you built a scalable lead qualification system that works for your business? Are you considering a rebuild? Tell me about it in the comments, I’d love to keep the conversation going.