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    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
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