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    Leads are the lifeblood of your business. After all, if people aren’t interested in your products and services, you’re not going to get very far. But all leads aren’t created equal. From those ready to purchase, qualified leads are the gold standard of leads.

    Hand drawing Lead Generation Business Funnel concept with white chalk on blackboard.

    The good news? There are many ways to generate qualified sales leads online. If you’re looking to learn more about lead generation channels, you’ve come to the right place.

    Read on for a roundup of 4 of the best ways to generate quality leads online.

     

    1. Email marketing

    Email marketing works best when leads are permission-based, meaning the prospect has opted in to receive messages from your company. Spamming people has a brand-negative effect. Throughout Covid, the adoption of email marketing grew by leaps and bounds. Marketers understood that they had access to email wherever a prospect was working.

    To overcome the flood in a typical in box, email campaigns should leverage highly creative messaging empathetic to prospect needs, informative videos, and links to relevant landing pages for conversions. Like other forms of marketing, email works best as a consistent campaign over time. Often, prospect response is in the 3rd or 4th email within a campaign.

     

    1. Social media

    As social media has become increasingly pervasive, it’s valuable for many aspects of marketing—including lead generation. With the number of social media users worldwide expected to balloon to 4.41 billion by 2025, its lead generation potential will only continue to grow.

    One of the reasons social media marketing is so powerful for qualified lead generation is that it boasts high rates of engagement when compared to other platforms. But that’s not all. Because user profiles are full of information, it’s got built-in targeting and contact info.

    Factor in geo-targeting and location tools, and it becomes obvious why social media is an optimal channel for lead generation: it lets you convert users into paying customers by targeting them with the most relevant content.

    A few social media lead generation strategies include:

    • enticing people with lead magnets (a free service or giveaway for the purpose of getting contact details)
    • sharing testimonials to build social proof
    • using targeted ads with special offers
    • setting up retargeting, or remarketing, to reach out to previous website visitors by showing them ads on social media
    • launching referral campaigns

     

    1. Search Engine Optimization

    When you’re facing a challenge or trying to solve a problem, odds are you head straight to Google. That’s what most people do, and its why SEO is so important.

    Search engine optimization (SEO) is  how businesses can make sure their products, services, and websites are being shown to the people looking for them. When users enter a query into a search engine, the search engine uses an algorithm to determine which websites will best satisfy that query. When done correctly, SEO can register your website with a high search engine results page (SERP) ranking and create a consistent stream of qualified traffic.

    SEO is also valuable because it yields organic leads which are proven to convert more leads into prospects. As such, it is a budget-friendly form of marketing that can help you build an authentic audience, create consumer trust, and improve online reviews and rankings.

    Strategies for using SEO for qualified lead generation include:

    • performing keyword research
    • creating an SEO-optimized and active blog
    • increasing your website speed
    • utilizing link-building
    • actively posting on social media
    • managing customer reviews
    • leveraging local SEO strategies, if your business attracts prospects within 45 miles

     

    1. Pay-Per-Click (PPC)

    Many people think of search engine marketing, or pay-per-click, as a tactic to promote e-commerce; however, it’s also a valuable channel for businesses and websites looking to boost their online lead generation. In addition to helping to fill the top of your funnel, PPC can also target prospects at all funnel stages. Clicks are only charged to your credit card when a prospect lands on your website or landing page.

    PPC for lead generation has many advantages, including:

    • attracting consumers who are looking for exactly what you’re offering
    • boosting keyword rankings and website traffic
    • bidding on various stages of the funnel and controlling the messaging along the way
    • crafting your messaging based on what people are searching for
    • enriching your understanding of your leads and their behaviors
    • tracking ROI

    In addition to the above, you can tightly control your daily click budget. Once a budget is reached, ads are “turned off” for the day.

    While organic marketing is an excellent way to attract leads, paid search engine marketing (SEM) methods like PPC can fast-track the road to higher SERP rankings.

     

    Regardless of the type of products and services you’re offering, your lead generation strategies can make or break your business. It’s best to rely on a professional marketing team to organize, create and track your marketing while you remain focused on the day-to-day responsibilities your business requires.

    Contact us today to discuss how the X-Factor Web Marketing team can help you generate quality leads online or with help another marketing question, such as how to build brand awareness online.

     

    How to Build Brand Awareness OnlineThink having amazing products and services is enough in today’s competitive marketplace? Think again. The truth is that when consumers choose certain products and services, it’s not as much about the products and services as it is about something else: the brand they’re associated with.

    Need proof? Think Apple, Nike, and Google. Mere mention of these brands evokes certain feelings. And when these feelings are positive, products and services practically sell themselves.

    Enter brand awareness.

    Wondering what brand awareness is, why it matters, and how to make the most of it? Read on for our comprehensive guide to how to build brand awareness online.

    What is Brand Awareness?

    “Brand” refers to the way your company, customer service, products, and services are perceived by consumers. It is the lump sum of many aspects—both tangible and intangible—that shape how people see you. As such, your brand identity is one of your company’s most valuable assets.

    Brand awareness refers to the degree to which your target audience recognizes your brand. In addition to creating association, brand awareness also showcases your brand’s personality, which further helps consumers bond with you.

    Why Does Brand Awareness Matter?
    The more familiar your brand is, the more people will trust you. And trust is everything to today’s authenticity-craving consumers. It’s what transforms shoppers into loyal customers, prompting them to return again and again to your brand.

    Brand awareness is also what sets you apart from your competitors. What makes a potential customer reach for your products on a shelf over another company’s? Brand awareness. In fact, 77 percent of consumers choose to purchase items based on brand name while 82 percent of investors look for brand recognition.

    Brand awareness has other benefits as well. It makes you more credible, which in turn improves consumer confidence. It can also be used to communicate shared values to your target—an important capability given data indicating that nearly two-thirds of global consumers prefer to support purpose-driven companies.

    In today’s employee-empowered job market, meanwhile, strong brand awareness can even help you attract talent.

    The takeaway is clear for businesses looking to gain an inside edge? Building brand awareness is a must-do.

    Tips for Building Brand Awareness
    All of which begs the question: How can you build brand awareness for your business? Well, it starts with a brand awareness strategy. A set of marketing tactics designed to help your business communicate its message, connect with its target audience, and promote brand recognition.

    1. Harness the power of SEO
    If you want your brand to gain exposure online, there’s no better way to do it than with search engine optimization (SEO). SEO drives organic traffic to your website, which provides the seamless experience today’s consumers crave.

    By researching keywords and building content around them, you can help your site place high on search engine results pages. This not only gets more clicks but is also a measure of quality assurance. After all, if Google recommends your business, it must be good, right?

    2. Run a variety of brand awareness campaigns
    From native ads to social media ads, there’s no single-best way to maximize your reach to your target audience. That’s why it’s important to use a mix of methods.

    For example, while native advertising is an incredibly effective way to increase brand awareness and attract new customers, social media marketing such as Facebook, Instagram, and LinkedIn ads have other benefits—such as helping you target audiences based on specific preferences and behaviors and circumventing potential search engine algorithm issues that can impede organic and native reach.

    3. Create amazing content
    From blog posts to videos, content remains king. In addition to helping you leverage SEO, it also allows you to deliver value to your customers. The best content is relevant, engaging, and credible. Its ultimate goal? To deliver satisfying experiences and build trust.

    4. Make your content shareable
    You’ve put the time into making great content, so why not make sure as many people as possible see it? From social media posts to product pages to infographics, make it easy for your customers to share your content.

    This turns your customers into brand ambassadors—an especially powerful technique when you factor in that today’s consumers trust their peers more than sales pitches

    5. Be consistent
    Consistency of voice is critical to brand building. It helps consumers recognize your brand and what it stands for. Conversely, inconsistency of voice can have the opposite effect.

    Consistent and well thought-out marketing messaging delivered consistently gains “mind-share” in the right markets. When a purchasing decision is being made, your company is in the mix.

    Your brand voice and message should consistently resonate across all consumer channels.

    Branding is a slow, methodical process that takes time and effort but the results pay off!

    6. Monitor and measure
    While measuring brand awareness can be challenging, there are some metrics that can help you get a better sense of how you’re doing. These include measuring your website traffic, reviewing search volume data, and using social listening tools. Using tools like surveys and net promoter scores to set benchmarks is beneficial.

     

    If you want to leverage the full impact of the brand you’re working hard to build, brand awareness cannot be an afterthought. Unfortunately, many businesses are so caught up in more “ROI based” tactics that they overlook the critical question of how to build brand awareness online.

    That’s where X-Factor Web Marketing comes in.

    As specialists in all things digital marketing, we can build your firm’s brand awareness. Allow us to focus on what we do best so you can focus on what you do best.

    To learn more about how X-Factor Web Marketing can help you boost your business—and your bottom line—by boosting brand awareness, contact us today.

    If you’re one of those folks who have web analytics and never reviews them, this video is for you. If you don’t have analytics attached to your website, it’s free and something you should pause the video to do now! Only kidding. Thanks to cookies, everyone is followed on the web now, offering unprecedented data regarding visits to your website. To evolve your operations as a modern, agile company, analytics data should be used to determine the overall user value of your website experience and which tactics are delivering the best ROI. Like all data, it’s only effective if measured with regularity to identify trends that could impact your bottom line. We look at a diversity of Analytics every day and can quickly uncover weaknesses in your website or marketing program. If you’re interested in a review of your web data, provide us guest access to your Analytics account.

    It’s common for national sales managers or administrative assistants to be in charge of marketing activities. While it seems like a money-conserving idea, marketing and sales and administrative duties are three distinctly full-time jobs. Outsourcing your marketing will make your company more efficient. The sales manager focuses on sales, the administrative assistant on their role, and the outsourced marketing department keeps marketing planning, messaging, deadlines, and measurement on track. With years of experience and real-time marketing knowledge, a professional marketing firm can significantly positively impact your company. If we can help you, let me know. Our primary focus is to return our client's marketing investment by multiples.

    Intelligent businesses create marketing budgets that range from 1 to 14% of projected gross sales for the upcoming year. The U.S. Small Business Administration recommends small businesses with revenue less than 5 million) allocate between 7% and 8% of total revenue to marketing — assuming margins are in the 10-12 percent range. The key is to carve out some budget and work toward your ideal percentage. For instance, in the first year of your budget, you may need a web redesign + SEO to rank high in Google. Strategically, this would be the best allocation of your budget. The following year apply that same budget amount to digital marketing tactics that push interested prospects to your new website. The goal over time is to use multiple tactics and track results to determine the most cost-effective ways to generate leads that convert into sales. If you’d like to discuss your plans for next year, let me know how we can help.

    Like fame and ocean tides, business success ebbs and flows over time. To overcome tough times, it’s essential to maintain consistency and apply level-headed rationale to the situation. Emotions running amok only to serve to overwhelm. In today’s market, there is a great deal of instability through Covid, supply chain and labor issues. These factors can contribute to a collective “pause” of business growth activities. The companies that will survive and thrive through rough economic waters will consistently innovate, promote and close sales no matter how challenging markets are. A great way to infuse consistency within your marketing is through the creation of an annual strategy with goals, tactics, and a proposed budget. The plan can be tweaked from year to year to improve ROI and be flexible enough for great opportunities that pop up throughout the year.

    For help in creating an annual marketing strategy for your company, or to learn more about how to close more sales in a turbulent market, contact X-Factor Web Marketing today.

    If your company’s website isn’t getting the traffic you expected – and need – we’ve got a seven-point plan
    for shaping up the website in 2021. If you don’t have a good website designer on-staff, X-Factor stands ready to help you with the following cyber resolutions.

    Simplify Content

    When’s the last time you read every word on a website? We’re guessing the answer is “Never”.  So, instead of making visitors to your site sort through the mire to get to the message – simplify. Remove anything that is not absolutely necessary. Remember that visitors accustomed to abbreviated text messages and 280 character tweets have short attention spans. They don’t read websites. They scan them. So, if you want to catch visitors on the fly, stick to short bursts of content. Use bullets. Summarize. By reducing the noise level of your site, you’ll make the remaining content stand out.

    Add Updated News

    Are you regularly producing press releases for your business? Press releases are the most direct, economical way to gain credibility and capture the loyalty of customers, employees, investors and suppliers. To reap the maximum benefit from your releases, they should be optimized for search engines. That way, when you post a release on your site, search engine crawlers will find the content, index it and rank it based on keywords found in the release. Remember, old news is not good news. Site visitors finding nothing but months-old news will think one of two things -either the company has gone out of business or the company doesn’t care enough to bother keeping the site current.

    Be Mobile-friendly

    According to Google, more than 60% of online searches are done through a mobile device. The quickest way to antagonize these searchers is to expect them to cope with a big-screen site on a small-screen device. Is your site readable and functional on a tablet or smartphone? Is it as easy to navigate with a finger as with a mouse? The mobile-device trend is not going away, so it’s up to you to make your website mobile-friendly. With RWD (responsive web design), every page will be fully adjustable and adaptable. Make sure visitors find your site to be a pleasure instead of a project.

    Get a Makeover

    Many customers and potential customers get their first impression of your business from your website. Outdated websites perform poorly when it comes to converting site visitors into paying customers. Web design trends are constantly changing, and websites need new imagery, new pages and new messaging if it is to keep up with competitors. That’s why your website should be redesigned every three or four years. Remember, you never get a second chance to make a first impression.

    Website Maintenance

    Don’t wait for spring to clean up your website. Keep a constant lookout for broken links, outdated copy and anything else that makes your site look like yesterday’s news. A visitor who clicks on a link only to land somewhere else is not going to keep trying. Copy and content that did the job last year (or last month) may not do the job now. Update and edit if it’s still relevant. Delete if it isn’t. You can keep your site fresh with new content, such as press releases, industry resources, staff changes or profiles. The more content you have, the more content there will be for searchers to find. But it needs to be relevant and it needs to be current. Investing in a website maintenance program for 2021 is a great way to stay on top of needed changes.

    Get Analytical

    Is anybody out there? Is so, what are they doing out there? You can find out with Google analytics. If you don’t already have this valuable free tool in place, get it now. It will answer the questions about who’s viewing your website and what they’re most interested in. Review the supplied data at least once every quarter. When you know which pages your audience is spending time on and which pages are being ignored, you’ll have a road map for future website changes.

    Make Every Word Count

    Search Engine Optimization (SEO) is a way to give your website the best chance to be located in an online search. But optimizing your site with keywords most likely to be targeted in a search is only half the process. To find out what’s working and what isn’t, you need to check your Google rankings. Not ranking on page one for important product-related keywords? It may be time to refresh your on-site SEO including keywords, meta tags, URLs and alt tags.

    For more information in getting your website in shape in 2021, contact the marketing experts at X-Factor Web Marketing.

    Watch this brief but informative webinar and see if your website is fine-tuned to deliver abundant sales volume. Today, it is vital that your company communicate with a strong digital presence, informative content and convenient user experience.

    You'll learn how to:

    • Make a great first (digital) impression
    • Assess the quality of web content
    • Build trust through your site
    • Improve organic search results
    • Enhance browser experience
    • Convert more leads through the site
    • Measure for success!

    Content that is engaging to your prospects is critical to marketing success.

    Digital, or inbound marketing, can be measured via analytics, which is tremendously beneficial to marketers that want to measure and increase customer experiences and engagement. Instead of guessing at the messages that will resonate with the audience, consider A/B tests, which measures alternative messaging based on a single idea, product or service. A/B test messaging can be measured across web pages, emails, social media and paid search platforms to refine your messaging for optimal impact.

    Engagement can be defined multiple ways.

    Some engagement metrics to look for in Analytics are: Time on Site, Bounce Rate, and Pages Viewed. Average web visits are brief and time is short to hook a prospect. Time on Site should be higher than 2 minutes. Bounce rates, which measure web visitors that land on your home page and immediately leave, should be south of 55%. Pages Viewed should be over three web pages. Conversions, meaning people that call or complete and submit a contact form, are the gold standard of engagement. Sometimes these happen after a single page visited.

    A/B testing for enhanced engagement is as simple as testing two different headline photos, videos or content for the same product in a web page, email campaign, Pay Per Click ad or social media post. Note reactions on social media such as comments, likes, shares and click throughs. For organic and paid search engine clicks, measure time on site and conversions through the website. For email campaigns, measure email open and click through rates. 

    Try this strategic approach to enhance your response and increase efficiencies in the ad spend. Contact me for an analytics review of your site to improve your messaging.

    Increase customer loyalty and reduce customer churn with strategic onboarding.

    A great way to nurture customer loyalty and increase lifetime value of each account you land is to personalize the initial experience they have with your company. The goal is to make the customer completely comfortable from the start and help educate them to get the most benefit from your products and services.

    Psychologically, humans naturally prefer consistency of experience with minimal disruption. Prospects desire a good understanding of what they signed up for when they enlist your company. This dictates a seamless, strategic process for onboarding a prospect from contact to customer. The onboarding effort should be consistent across the company from marketing to customer service reps to the sales team.

    These efforts immediately show the prospect you are interested in doing business with them and value them as a person and not a “target”. Once the contact becomes a customer, there should be a predetermined schedule of multi-step events that offer the customer a positive experience while serving your company’s goal to nurture loyalty.

    When planning your onboarding process, start with customer centric-goals. Assemble data on past customer transactions and data collected to develop an understanding of their needs and desires. Systemize the communications to address questions and build a comfort level with the new customer. Offer ongoing outreach and training without being overbearing. Measure results with brief customer surveys. Stay focused on the goal of offering positive, personalized experiences for customers.

    Here are some compelling reasons to launch a strategic onboarding initiative.

    According to Hubspot:

    Remember, customer nurturing should begin the first time a prospect engages your brand. Building trust and rapport often starts with clear messaging on your website or outreach marketing. The prospect must trust your company, process and messaging to engage a person to initiate the onboarding process.

    Contact me to discuss sharpening your communications focus for better customer retention and loyalty.

    In one of the strangest years in history, most all trade shows have been cancelled. On the bright side, budgets that were allocated to trade shows can be repurposed to drive leads in other ways.

    Here are some ideas to invest your marketing money wisely.

    1. Create clearer and more engaging web messaging
    Your website is the core of your marketing program. Does it effectively tell the story of your company? Clearly separate how you are a better choice than the competition? Does it offer a sales journey that a prospect feels comfortable traveling? Does your messaging focus primarily on your company or does it address the prospect’s pain points? Is there useful, educational content on the site? Are their clear calls to action on each page for a prospect to take next steps?

    2. Invest in web changes to offer a better user experience
    With an average on-site time of 2 minutes, does your website enable the browser to find pertinent information within a couple of clicks? Or is it a confusing funhouse maze? Is the site overcomplicated with a confusing array of button choices? Is there video or 3D animation that depicts product benefits? Are there case studies and success stories that help the prospect relate to your offered solution?

    3. Refine your SEO and Pay Per Click account
    Most companies we work with have paid for SEO, but it is either poorly implemented or not done at all. Both SEO and Pay Per Click are dependent on search keyphrases. Pay Per Click reveals exactly how your site was searched and this intelligence can be leveraged to tighten up your SEO for better results. Many clients we work with are still operating the same Pay Per Click account without modifications since they started it years ago. We call this approach, “set it and forget it”. Invest the time to investigate which ad messaging offers the best engagement and leverage that marketing intelligence into better results. Ads should be reviewed and optimized on a monthly basis for stronger click through rates and conversions.

    4. Design Virtual Trade Shows
    Since live shows are dead for now, opt for an animated 3D trade show. In the B2B space, this could be a combination of products that can be “exploded” to show benefits part by part, 360 degree machine views, incorporation of video and an offer of an online meeting. A virtual trade show solidifies the impression that your company is state of the art. These beneficial virtual environments show off your products in an interesting way and encourage engagement through your site.

    5. Build and host a webinar
    A webinar can help bridge the personal gap that has been lost to trade show cancellations. The best webinars are brief and add value for the prospect through education. They should be fun and offer key takeaways. By positioning yourself as an industry expert, you’ll build credibility and gain the trust of potential customers. Webinars can float around the internet via social media channels, as on demand, or they can be scheduled for a specific day and time. Regardless of the format, they need to be promoted heavily through multiple tactics for best results. The benefit to your company is that email addresses can be collected for future marketing efforts.

    If you could use help with any of these tactics, contact me to discuss how we can replace those lost trade show leads!

    Video is proven to be the promotional medium that offers the best memory retention among prospects. Once a video is created it can be leveraged on your website, social media, email messaging and promoted on YouTube which is owned by Google. The affordability of video is better than ever, with reasonably good videos shot via an iPhone.

    Personalized videos offer the market insight into who you are and the extent of your mental inventory in your area of expertise. These have become the modern sales call in this era of limited visits.

    Product videos help the market understand functionality and benefits.

    Technical or How to videos solve customer problems, build loyalty and reduce the need for customer service support.

    Testimonial videos are visual success stories that build trust and prospect engagement.

    For best results, take the time to generate a compelling script, keep it short, and include a call to action with clear next steps.

    These videos can be posted and boosted on major social media platforms. For greater success, track views and engagement on video topic matter.

    It’s best to consult a pro to shoot your videos. They understand how to create persuasive messaging and the technical aspects that make a video compelling.

    If you need help scripting or managing a video shoot, contact X-Factor for details.

    If you are watching this video, and are one of my connections, I’d like to sincerely thank you for adding me to your network. If you value the content of this video and want to connect, please shoot me an invitation on LinkedIn.

    Since the internet tipped the scales towards digital research, today’s consumer is better educated, sales are less in the hands of salespeople and more the responsibility of the corporate website.

    This explains the surge of content generation to gently “attract” the market and not “sell” them. Aversion to sales is particularly a sensitive topic to the LinkedIn audience.  Too pushy a message with too much frequency will send prospects running. It’s critically important to approach the market with a servant-leadership mentality of helping the prospect understand how your company is trustworthy and how they may benefit from what you have to offer. Build this rapport slowly with consistent, educational and informative on-brand messaging that the market appreciates and will retain.

    Our brand mission is straightforward, we want to help people. When their businesses grow, we grow and it doesn’t get any more win-win than that.

    To learn more about inbound marketing success, contact us today.

    Written by Woody Stoudemire

    I am always impressed by the levels of innovation that people elevate to in a time of crisis. From contactless pizza delivery to the British pub owner that installed an electric fence to force customers to socially distance from his team, creativity abounds. By the way, the British pub owner didn’t activate his fence, just the possibility of it being electrified made it effective.

    Recently, we’ve been working with companies to build brand awareness and loyalty through development of virtual showrooms to allow their customers to see machines in action, interface with technical experts, and interact with sales teams. Audience engagement is achieved through personal contact, news releases, e-blasts and social media. These are the tactics of the future and the pandemic has illustrated how valuable a marketing tool these digital showrooms really are. How would a digital showroom best engage your prospects?

    To learn more about inbound marketing success, contact us today.

    Written by Woody Stoudemire

    How has the buying cycle changed since the advent of the Internet? Tremendously!



    "Consumers  today tend to want to shop anonymously, they may be 80% along the buying curve by the time they talk to a salesperson. They are well-educated as to what you offer and have already comparison shopped you. The challenge is to persuasively close the deal within the 20% of the conversation the buyer allows you to participate in. Further to that challenge is in a majority of purchases they don’t speak with a person at all.

    How can you win more business? Improve your presentation across all digital platforms. Website, social media and directories Focus on consistency of branding across outbound efforts. Create content that shapes a path that the consumer is comfortable traveling. Build trust with your communications to help them choose you. Anymore, your digital presence is your presence. If you want an objective, three page critique of your website reach out to me. I would be happy to help."

    To learn more about inbound marketing success, contact us today.

    Written by Woody Stoudemire

    COVID-19 caught us all off guard. Now it’s time to digitally meet and overcome the challenge!



    "The COVID pandemic has threatened us all. And as we all are aware, a much more significant threat to those compromised by pre-existing illnesses and old age. Likewise, it’s going to prey on businesses that are bloated, lacking a clear strategic plan or living with a weak digital presence. With travel, interpersonal meetings and trade shows canceled, businesses with a weak 2020 website and do it yourself inbound marketing initiatives are going to get trampled."

    "Hopefully, you aren’t in complete denial regarding your website’s quality of  content, design, and user experience. Ignoring a weak digital game in today’s climate is more dangerous than ever and could be business-life threatening. Pick your strongest three competitors and take a spin around their websites. If they have a competitive advantage in any aspect of the digital realm, it would be a good idea to call an inbound pro and represent your company the right way."

    To learn more about inbound marketing success, contact us today.

    Written by Woody Stoudemire

    Hear about the spectrum of marketing background X-Factor founder Woody Stoudemire has experienced.



    "My marketing career has spanned thirty years- my first experience in marketing was pasting up ads with wax for them to be shot by a camera and transferred to film for printing. Later, the internet became a thing. Through my career, the one constant has been constant change, leading to lifelong learning. Most every day I learn something new and exciting. This pace of innovation has rapidly expanded over recent years with the advent of new social media platforms, app development and advanced programming. All this technology helps drive Inbound Marketing, which is a combination of measurable marketing methods that attract your ideal prospect through your website and into your sales pipeline. With inbound marketing, intelligence is collected to make data-driven decisions to refine your marketing approach, ultimately improving return on ad spend."

    "My favorite aspect of marketing is sharing in a client’s success. I relish the opportunity to help a client build positive sales momentum or raise the company valuation to maximize the sale. It makes the lifelong learning journey worthwhile."

    To learn more about inbound marketing success, contact us today.

    Written by Woody Stoudemire

    Many salespeople I run across these days are inherently lazy. They expect the internet to replace the outreach, customer visits, and trade show trips to secure new accounts.

    One of my least favorite exercises is sitting in a conference room with a sales group brainstorming the one key phrase that will open the floodgates to sales mecca. Unfortunately, this has become the new norm. Resilience has been worn down, personal meetings are hard to come by, and customers have all their buying options at their fingertips. Key phrases are important, and your website should certainly be search engine optimized for those key phrases! However, there is no single tactic, or “magic bean” as I like to call it, that will solve a sales challenge. It takes multiple tactics supported by consistent messaging to drive long-term success.

    Traditionally, when times are tough, sales blames marketing and vice versa. For everything to work harmoniously, there needs to be an ongoing marketing effort combined with personalized outreach from the sales team. The personalized messaging given by sales should match that of the marketing effort to ensure clarity and brand recognition.

    If your sales team spends more time trying to devise the perfect video or unearth the perfect key phrase instead of engaging clients, it’s time to search for the perfect sales force.

    To learn more about inbound marketing success, visit www.X-FactorMarketing.com.

    Written by Woody Stoudemire

    The coronavirus global pandemic has people all over the country and world practicing “social distancing” by staying in their homes and minimizing contact with the outside world. This also means that with travel limited and fewer people going into the office every day, face-to-face meetings aren’t happening.

    Your marketing efforts need not come to a screeching halt, however.

    Here’s a closer look at how your website can keep working for your business, even when your sales team cannot.

    Your Website Is More Vital Than Ever

    With outbound marketing, marketers build brand awareness with consistency and omnipresence. Conversely, inbound marketing via your website is about attracting new customers by pulling them through your website, toward your company and products. This means aligning your website with your customer’s interests in order to naturally attract traffic, raise brand awareness, build customer loyalty, and drive sales.

    In these times of reduced personal contact, your website’s ability to persuade prospects through content marketing, blog entries, SEO and other tactics is more critical than ever.

    Take the Time to Honestly Appraise Your Web Presence

    The vast majority of businesses today have websites. However, all websites are not created equal, and many fail to realize their full potential. This also means that they’re failing to maximize the number of customers they attract and convert.

    How do you make sure your website is doing everything it can possibly do on the marketing front?

    • Honestly assess how your site looks and navigates vs your key competition. If it’s not emanating “trust vibes” through well thought out messaging and professional design  leads will be lost and sales will never have the opportunity to be converted.
    • Add SEO to the site to rank high in major search engines. This is often poorly installed by web developers and should be reviewed by a professional SEO firm to maximize results.
    • Check the loading speed of your website.  Forty percent of your web visitors will leave if the loading process exceeds three seconds (Source: Adobe). Simply put: No matter how great your content is, it doesn’t matter if people aren’t willing to wait for it. Loading time is also a factor in the Google ranking process, which is yet another incentive to make sure your website is speedy. 
    • Ensure that the site is mobile-friendly.  Is it readable and functional on a tablet or smartphone? Is it as easy to navigate with a finger as with a mouse? If your website is not mobile-friendly, it will dramatically affect not only the user experience, but also the potential for high rankings on search engines. Smartphone and tablet users experiencing difficulty viewing your content will be less likely to spend time on the site, convert to an inquiry/purchase/transaction and most detrimentally, will be more likely to visit your competitor’s website.

    Prepare Now For The Economic Awakening

    With sales teams grounded, these things are just the bare minimum. An inbound strategy helps promote your improved web presence to your target audience. All of these tactics are measurable through Google Analytics.  Additional strategies can improve and enhance the degree to which you’re connecting with and engaging prospects and consumers. These include live stream videos, email campaignssocial media marketingpromotional videos and website updates.

    At the end of the day, your marketing is only as successful as its ability to reach customers and drive sales. With sales teams largely immobilized by the ongoing public health crisis, this means finding new ways of attracting consumers. Not only can inbound marketing help bridge the gap, but it also has the potential to galvanize your marketing toward new and exciting results.

    If you need help navigating through these unprecedented times, please do not hesitate to contact us at www.X-FactorMarketing.com or email info@x-factormarketing.com.

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