Strategy Archives - X-Factor
Lets Talk!


    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

    The sales process has dynamically changed over the past decade from pushing buyers toward a purchase to more of a persuasive nudge. However, in spite of this shift, the sales process from the buyer’s perspective is still viewed as an “us versus them” mentality, which makes building a trusting connection nearly impossible.

    Modern sales are built upon a foundation of trust. Companies accomplish this by showing their personalities via social media and educational content that helps prospects get to know them prior to human contact.

    Other ways to build trust in business include:

    • Actively listen to your customers.
    • Focus on solving customer pain points as opposed to pushing a one-size-fits-all service.
    • Tell success stories of similar clients. You can do this effectively through short, written success stories and video testimonials.
    • Recruit positive ratings on Facebook and Google.
    • Consistently go above and beyond for all clients. Under promise and over deliver.
    • Create an ambassador or referral program.
    • Ensure that your website is as secure as possible.
    • Engage in reputation management to address any negative reviews.
    • Provide prompt customer service during business hours and a way to address problems after-hours.

    Trust is hard to gain but easy to lose. Hire for character, and set the tone that reputation is everything for your company. Share detailed expectations with your team to achieve these goals of building and maintaining trust with your customers. With the right team and the right approach, your company will build a strong reputation that sets you apart from the competition.

    Visit for more useful marketing tips and tactics.

    Written by Woody Stoudemire

    Recruiting patients for healthcare practices is typically physician-driven and depends largely on patient referrals. High-quality customer experiences are critically important to growing a sustainable practice.

    Another key element often overlooked is differentiation of the practice culture from those offering similar services down the street. This can be accomplished by creating a messaging strategy that clearly defines how your practice is different from, and better than, the competition.

    Simply promoting your services does little to differentiate a practice. Patients can find these same services at competing practices across town. What will have the most impact on patients seeking a new practice is proximity/convenience, culture, and ease of appointment setting.

    Google Maps is an excellent opportunity to share your location(s) because most people search “family practice near me” to find a new practice. To ensure that your practice appears at the top of Google search results (66 percent of the search market), search-optimize your website for cities within your patient geographic location.

    You can promote your unique clinic culture by showing off the welcoming environment and cutting-edge technology your practice offers through your website and social media outlets such as Facebook, Instagram, YouTube and LinkedIn. You can target patients by gender and age on many of these platforms.

    Create online patient portals and useful tools like online appointment setting for greater convenience that will enhance the patient experience.

    Focusing on these three things will help bring additional patients into your practice and ensure that they have a positive experience.

    For an assessment of your healthcare marketing initiative, email

    Written by Woody Stoudemire

    A best practice in clear communications is the “rule of three.” In math, the rule of three suggests that if there are three known numbers, the fourth unknown number X can be solved. Application of this idea is found in “The Three Little Pigs,” “The Three Musketeers,” and The Bible (e.g., Father, Son and Holy Ghost). In marketing, the principle posits that content written in three’s is memorable and pleasing to the audience.

    Communicating three ideas resonates with a target audience. When strategically focusing on a client’s messaging, we always try to distill three core concepts that clearly differentiate them from the competition. This helps our client stand far above the sea of marketing clutter and clearly defines their value proposition to their target audience. These three core messages shouldn’t relate to an audience’s built-in expectations such as on-time delivery, high levels of service, or 1,000 years of combined experience. They should uniquely communicate how you serve customers, and they should inspire action.

    Here are some questions to help you form your own rule of three:

    1. In one sentence, what does your company do best?

    2. What three things, in order of importance, do you want the market to know about your company?

    3. What differentiates your company from the competition?

    An introspective thought process to answer these questions is the genesis of a solid strategic branding campaign for your company. Using your own rule of three helps your message become more meaningful and memorable to your desired audience. The results are better ROI, strengthened brand recognition and sales growth.

    If you need help, we specialize in building strategic inbound marketing programs for a diversity of clients. We would be happy to discuss how you can define and communicate your unique rule of three. Contact us at


    Born in 384 BC and often referred to as “the father of Western philosophy,” Aristotle contributed an abundance of important concepts to our society. His interests and prolific studies covered physics, biology, zoology, metaphysics, logic, ethics, music, poetry, theater, psychology, politics and more.

    Perhaps his greatest contribution to the marketing world were insights into persuasion: a foundational aspect of any results-based marketing campaign. Aristotle believed that “ethos,” “pathos” and “logos” were necessary for effective persuasion.

    Ethos is what is often preached in today’s “artificial world” of social media. It is the Greek word for “character” and the root of the word “ethic.” Ethos enables the audience to view you or your message as authentic and credible. Ethos can be created through tactics that create trust such as articles, success stories, case studies, testimonials, personal videos, resumes and more.

    Pathos deals with appealing emotionally to an audience. Aristotle understood that humans are emotionally driven, and therefore, that their purchasing behavior is based in emotion. Pathos is the Greek word for “experience” – strong emotional hooks that appeal to a person’s value system inspire action. These emotions can be reached through persuasive messaging and visuals that makes the audience feel like they need a product or service.

    Logos is an appeal to the analytical decision-making process through logic or reason. The word “logic” is derived from the Greek word “logos.” This is the fact-based dimension of Aristotle’s persuasive success manual. This includes communicating historical or product-based data that are true and believable to the target audience. Audiences who are analytically driven such as engineers and architects tend to prefer more Logos in the content they consume.

    Make sure your marketing contains all Aristotle’s elements for increased response. If it’s all still Greek to you, contact us at We’d be happy to discuss building a highly persuasive inbound marketing program for you.


    Yes, you can.

    If your current perception of Facebook is a bunch of photos of food photos, you are behind the times. Today’s Facebook has evolved from a relatively youthful space to a space involving people with significant buying power. While plenty of “fluff” continues to be on Facebook, you can socially relate to your prospect where they spend abundant time. It’s critical from a messaging standpoint that you have a clear objective of goals for social media.

    These could include the following:

    • Demographic targeting (hobbies, age, gender, field of work, etc.)
    • Building page followers/likes
    • Geotargeting
    • Education
    • Entertainment
    • Engagement
    • Lead Generation
    • And more!

    Facebook is a viable and cost-effective channel for placing your industrial products and services in front of your audience with specificity, accuracy, and relevance. Even now, no other social media platform has Facebook’s reach. In 2018, Facebook’s daily active users (DAUs) averaged 1.52 billion, an increase of 9 percent over 2017. The largest group of Facebook users is also the largest group of purchase decision makers, most of whom make their purchases, both small and large, online.

    Key reasons to implement a Facebook marketing and advertising program include the following:

    • Access to detailed demographic data
    • Industry-leading analytics dashboard
    • Average $10 or less customer acquisition cost (CAC)
    • Ability to “boost” posts for greater reach
    • Trend and historical analyses for active and new users
    • Unique, noninvasive ad placement

    The very nature of Facebook’s registration allows users to provide significant personal data such as job title, workplace, age, gender, and location, all of which can all be leveraged for product placement. Specificity in targeting and low customer acquisition cost are what make Facebook a platform not to be overlooked by industrial marketers.

    Facebook ads are interactive, with Messenger capabilities enabling users to easily communicate with manufacturers and distributors to discuss pricing, availability, product specifications, and more. This method of direct selling and interaction is a much different approach than focusing on search ranking performance or search engine optimization (SEO). With Facebook, marketers can target a demographic that might not know that it is interested in a product, thus subtly creating demand for a brand or product.

    For for over a decade, X-Factor Web Marketing has narrated the stories of numerous industrial companies on Facebook to build brand awareness and ultimately convert users and their buying behaviors into measurable sales. Via Facebook Messenger, our customers commonly quote machinery and industrial goods exceeding $80k in value. Telling engaging stories about your brand using Facebook advertising will remain a lucrative selling channel for the foreseeable future. Contact us if you need help building your Facebook advertising campaign.

    Many companies today opt for “growth by acquisition,” where they purchase a competitor or a business aligned with their overall goal set. This can be a lucrative deal for smart business owners who are prepared for a “due-diligence” exploration of their company as a potential asset.

    There are many facets involved in successfully selling a business.

    Potential buyers look for these qualities:

    • Formalized business strategy
    • Strong brand recognition
    • Proven strategic marketing plan
    • Repeatable processes 
    • Family of unique, differentiated products 
    • Good year-over-year revenue growth rate
    • List of repeat customers
    • Positive cash flow 
    • Experienced and capable team

     Another important element potential buyers will consider is a managerial team or a second-in-command who can dependably run the business in the absence of ownership.

    Marketing Adds Value

    Marketing can significantly increase business valuation. Any buyer wants assurance of future revenue. You can solidify that perception with a strong, identifiable brand and a strategic marketing plan that has proven ROI.

    Good marketing accentuates the unique differences of your products and carries your message to the market through multiple advertising, public relations and direct sales tactics. This tends to have a positive impact on recurring revenue, positive cash flow, annual growth rate and increased repeat customers.

    Before you begin seriously exploring an exit strategy, let’s discuss how we can maximize the selling price of your business through smarter marketing. For more information, visit or contact

    If you are a business owner, tough choices are likely an everyday occurrence. Assembling all the right pieces to ensure your business is running like a well-oiled machine is critical. When it comes to marketing, the ideal scenario is a steady flow of interested and educated prospects for your products and services. Following up on prequalified leads requires less persuasion because the prospect has advanced midway through the purchasing behavior cycle by the time you contact them.

    To achieve this level of marketing synergy, a business owner can do the following:

    1. Hire a person internally to run the inbound marketing program. This might consist of social media and pay-per-click management and reporting, analytics reviews and written content that achieves high search rankings. These staff positions range in salary from 40K+ (plus benefits), depending on experience.

    2. Outsource to a team of inbound marketing experts to handle all of the above.

    The benefits to hiring a person internally are (a) their focused oversight of the program, (b) their ability to meet in-person and on-demand and (c) their access to the day-to-day events at your company for social media posts. The limitations include that (a) they are only one person, (b) they are probably limited to a single skillset and (c) they are likely not holistically knowledgeable about inbound marketing best practices. A prominent negative is: Recent studies show that 50% of all new hires quit or are fired within 6 months (Source: Humetrics)

    For the same (or less) money required for a marketing associate’s annual salary, an experienced team of inbound marketing specialists can be retained to create, execute and measure the marketing program. The main benefit of this approach is that it builds a multidisciplinary team of content writers, SEO experts and web designers who apply best practices they learned from inbound campaigns for other clients. You’ll receive a subjective appraisal and suggestions for necessary modifications of your company’s marketing message. To prove the results, review analytical insights of the key performance indicators of your campaign monthly. All of this without vacation pay and benefits!

    It is helpful to have an internal person as a messaging conduit to the external marketing team. This could include providing current information regarding your company and/or shooting candid photography and video within the company. However, none of this requires a marketing degree or formal training.

    To substantially move the marketing needle, an outsourced marketing team will make a greater impact over a single internal hire. For more information on outsourcing your inbound marketing campaign, or to request a quote, contact

    © 2022 X-Factor. All Rights Reserved | Privacy Policy