Your Customers in the Sales Funnel

The customer's journey through the sales funnel

In the past, we’ve discussed how to build your sales funnel, but there are two sides to every story. While it’s important to know your sales path through the process, it’s equally important to understand the journey your customers take through that same funnel. The steps in the customer journey are the same taken by your sales team, but are seen from a very different perspective.

Infrastructure

On the other side of the funnel, infrastructure includes your website, any self-serve presentations, as well as your marketing collateral. All this information about your company and products should be served to any potential customer visiting your webpage as they need it in a logical progression.

User Experience

Marketing is all about user experience! Is your marketing material easily accessible? Is it visually pleasing? When considering the user experience, think about the colors and images used in your marketing, as well as the method of information delivery.

Videos are very effective because they can transfer of a lot of information in a visually interesting way. We’d rather watch a video than read a pamphlet, wouldn’t you? Although, if that pamphlet has nice imagery and is quickly scan-able that might be better than a video. We find this info out by testing.

Storytelling

Storytelling includes all social media pages—which should be active!—as well as your blog. Tying into the user experience, ensure your blog and social pages are consistently branded, interesting, engaging, and full of great, easily digestible information.

Great story telling is what will keep your customers, both potential and existing, coming back for more! Doing it in  logical progression ensures you are not bombarding your clients with too much info.

Interaction

The above steps through your funnel may be largely self-drive, but through interaction your sales team begins to get involved. These first interactions may be calls, sales presentations, or even in-person meetings. It may be the first point at which a potential customer interacts with an actual member of your company.

Engage

Some customers may need to take time before fully committing to your business and it’s important to keep them interested during this time. If you answer all question people have as they have them you will keep people interested. Some customers may refer back to your exceptional collateral, re-watch presentations and videos, or may initiate more interactions with your team. This is also the perfect time to offer trials of your product or service to really build a value optimized channel.

Value

Your potential customer has now worked their way through your funnel and has seen the value in your products and services and is ready to buy.

After the sale, it’s important to collect feedback from your happy customers. Feedback is what helps companies to grow and offer more great products and services to their existing customers, and to entice more prospective customers.

Where do your clients start and end their journey? Not sure? We’re here to help you make the most effective use of your sales funnel and map your customer’s journey!

B2B Mobile Marketing: 8 Ways to Attract Buyers

b2bmobilemarketing

Mobile is an extremely powerful channel for B2B mobile marketing purposes as long as you’re willing to put in the time. Here are eight ways you can use mobile to start attracting buyers immediately:

  1. Send Your Offers With Mobile Messaging

It’s difficult to push B2B buyers to purchase immediately, so you need to take your best shot when they do. That means sending your offers digitally. 50% of people in the US make their purchasing decisions directly after receiving a promotional text message or digital coupon. If you want to drive sales immediately, mobile messaging is your best bet.

 

  1. Ensure All SEO-Optimized Content is Mobile-Friendly

Mobile users are much more likely to make purchases than traditional desktop or laptop searchers. In fact, more than 50% of mobile users make purchasing decisions directly after conducting a mobile search. If your SEO content isn’t mobile-friendly, you’re going to lose a large percentage of these prospects to your competition.

 

  1. Leverage Mobile to Nurture Leads

According to eMarketer, the average B2B decision maker needs to read at least six pieces of content before making a purchase decision. This means you need to create multiple messages and pieces of content for each lead, depending where they are in your marketing funnel. Typically, this should include tools such as blog posts, white papers, and videos.

 

  1. Spend Time Marketing in Apps

Many B2B businesses have been unable or unwilling to take advantage of the rising popularity of mobile applications. The average American spends more than half of their time in mobile apps. It might not make sense to create an app the way a B2C business would, but you can still take advantage of this by boosting your presence in popular social apps that users spend their time on, such as Twitter, Instagram, LinkedIn, and Facebook.

One of the best strategy to boost conversion is to use social proof. Here is the only article on social proof that you will ever need. Nat Eliason will take you step-by-step through 13 great ways to use social proof to boost conversions.

 

  1. Send Time-Sensitive Information via Text Message

Since its inception, email has been the best way to send information to your B2B audience. With more mobile users than ever before, however, text message has quickly overtaken it. Only 12% of all emails are opened on average. Less than a third of Twitter and Facebook messages are opened. However, 98% of all text messages are opened and read. If you have something that your audience has to see, text message is the only way to send it.

In fact, texting right after a sales conversation increases your chance for conversion by 40%. But don’t start texting all your leads without getting a hold of them another way first.

 

  1. Ensure Your Lead Generation Forms Are Responsive

It’s hard to attract buyers if you’re turning them away before they give you their valuable information. Make sure that your lead generation forms are optimized for mobile, so that your prospects can fill them out easily. This means making simple, responsive buttons and minimizing the information they’re required to give. The more work it is for them, the less likely they’ll be to complete it.

Unbounce created a great infographic on how to optimize your contact forms for conversions.

 

  1. Use Social Media to Brainstorm Content Ideas

Generating useful content is a great way to position yourself as a leader and attract buyers. The key is knowing what your audience cares about. Social media is a good way to get the ball rolling. Follow thought leaders in your industry on Twitter and see what they post about. Look at the types of posts your target audience is sharing on LinkedIn. Using these ideas will allow you to create content your audience is actively seeking out and engaging with.

A tool like BuzzSumo is a great way to see what type of content generates the most engagements.

 

  1. Personalize Content With Segmented Recommendations

B2B mobile marketing customers need more time and information to make purchasing decisions than normal consumers do. If you want to push them to buy more often, you need to give them a strong reason. One of the best ways to do so is by offering relevant recommendations. Use your mobile channels to deliver content with endorsements from customers with similar-sized companies in the same industry. Their recommendations will go further than any information you can personally provide.

 

What’s Next?

How do you ensure that your customer is getting the best b2b mobile marketing experience possible when interacting with your brand? Make sure to share them with us in the comments below. I would love to read them.

 

Author Biography

Sophorn Chhay

Sophorn is the marketing guy at  Trumpia, the most complete SMS software with mass text messaging, smart targeting and automation.

Follow Sophorn on Twitter(@Trumpia), LinkedIn, Facebook and Google+

  • Jumpstart your business by grabbing your free copy of his powerful Mobile Marketing Success Kit.
  • Watch Trumpia’s 5-Minute Demo on how to execute an effective mobile marketing strategy.

11 Tips for Upping Your Content Marketing Game

Content Marketing

Create Killer Content

Content marketing is like pretty much anything else; you have to come at it from the right angle in order to find success.

So, rather than give you a step-by-step guide about how to do content marketing (there are plenty of those already, aren’t there?), we figured it would be a good idea to offer some general tips for how to approach content marketing.

Hopefully, by following these tips, you’ll be well on your way to upping your content marketing game.

 

 

Focus On One Thing At A Time

If you’re like anyone else, you’ve probably got more than one project going at the same time. Rather than trying to tackle everything all at once, take things one at a time. This ensures that you’re giving every project the attention it needs, and that you’re delivering at the level you know you’re capable of.

Don’t Listen to the Haters

In the online game, you’re going to have to deal with your fare share of haters. Don’t listen to them! In almost every case, they represent a group of people who aren’t your target audience. So, why waste time worrying about what they think, or worse yet catering what you do to suit their needs?

Brevity Is the Soul of Wit (and Content Marketing)

There’s an old phrase called “Keep it simple, Stupid”, which some people refer to as the KISS rule. In content marketing, you’ve got to get straight to the point. So in your blog posts, always try to avoid run-on sentences and passive voice, and instead focus upon writing clear and cutting prose.

Your Audience Can Only Be as Enthusiastic as You Are

Enthusiasm is contagious, and in order for your content marketing to be successful, you have to display enthusiasm for your topic. If your audience is able to sense apathy on your part, or that you’re putting in less than your full effort, then you run the serious risk of losing that audience.

Know What You’re Good At and Do It

Every person has things that they’re good at and things that they’re not. You’re only going to frustrate yourself if you try to imitate the style of someone who’s dissimilar from you. Instead, focus on what your strengths are as a content marketer and bring those strengths to bear in what you do.

Always Respect Your Audience

It’s all too easy to forget what a valuable commodity your audience’s attention is. You have to appreciate the value of that commodity by always respecting the intelligence of your audience and the time that they devote to you. All it takes is one act that violates the trust they’ve placed in you to ruin everything you’ve accomplished.

Sometimes You Have to Say “No”

You’re not Superman or Superwoman; you’re a human being, and you have limitations. It’s important to know when you’re taking on too much, and when you will have to say “no” to certain projects. While it’s never good to turn down projects, saying “no” is much better than under-delivering because you’re spread too thin.

Work Smarter, Not Harder

You’ve heard this advice plenty of times before, but it bears repeating. Find ways of increasing the efficiency of your writing process, and accept the fact that you can’t always expect perfection. Instead, always leverage those times when your productivity is at its peak, because that will make things easier on you in the long run.

Be In Competition with Yourself and Not Others

Your competition isn’t what’s important; you’re what’s important. Only focus on being the very best that you can be, and the rest will follow in time. When you think in this manner, you’ll always be challenging yourself to get better at what you do, and this kind of improvement is what will make you the best.

Make Promises You Can Keep

When you over promise on what you’re going to deliver, you’re setting yourself up for failure. You may think that you’re promising 110%, but your 110% is only your client’s 100%. This means if you only deliver 105% of what you’re capable of, then you’re delivering less than 100% to your client. Doing this will damage your reputation.

Let Your Work Speak For Itself

Speaking of reputation let yours speak for itself. You can tell everyone how great you are until you’re blue in the face, but all of that wasted breath will fail to convince others of your greatness in the same way that a proven track record of success can.

Now, Get Out There!

If you manage to take all of these 11 tips to heart and apply them to your work as a content marketer, then you’ll be setting yourself up for tremendous success. So, what are you waiting for? Get out there and do it!

10 Tips For Writing Better Content that Gets Web Traffic

Writing Better Content That Gets Web Traffic

Writing Better Content

Writing better content that’s going to pay dividends isn’t easy.

It has to be something that people want to read and that they find valuable.

Making content that has these characteristics can be incredibly challenging. What’s more is that even if you manage to create an article that’s share able, you still have to take steps to get it out in front of people in order for it to be shared.

I mean what is the point on writing the best article in the world if no one can see it?

With that in mind, here are 10 tips that will help you create better content that gets traffic:

 

  1. Don’t Reinvent the Wheel

When you’re looking to craft an article, you don’t have to start from scratch. This doesn’t mean that you should plagiarize other successful content, but it does mean that you should look to see what’s out there in order to identify topics of interests for your target audience. To do this, you can use a site like Buzzsumo, check out community sites in your niche, and even look for sites that curate content around your keywords.

  1. Improve Upon Established Ideas

Like we said, you don’t want to plagiarize what you find, but you do want to improve upon it. What is that you, in your experience, can bring to the table? See what else is out there, and try to make your article more comprehensive than everything else. To do this, you should always research your topic fully, back up any claims you make with hard information, and try to speak about your personal experience rather than telling others what to do.

  1. Visual Information is Your Best Friend

Reading lots of text on a screen can get tiresome, and people will often check out. That’s why you want to break up your content with eye-catching and relevant visual information. This can take many forms, including photographs, charts, graphs, infographics, comics, videos and even screenshots. Using visual information in your articles makes what you’re saying more easily digestible.

  1. Don’t Forget Old Copy writing Techniques

While the Internet wasn’t around when copywriting was invented, that doesn’t mean that all of the old copywriting techniques no longer apply. You still, for example, need to focus on creating eye-catching and provocative headlines. Further, whenever possible, you should try to tell a story with the articles that you write. Finally, make sure that there’s a clear call to action for your readers, preferably one that encourages them to share what you’ve written.

  1. Get Influential People to Share Your Work

If you can get an influencer in your niche to share your work, then you’re going to get noticed. One of the best ways you can do this is by featuring the advice of an influencer and how you applied it. By doing this, you become a kind an exemplary case for that influencer, which he or she will want to share. Additionally, you can choose to apply the “drip technique”, wherein you feature quotes that you commission from a select cadre of influencers.

  1. Don’t Forget SEO

If the search engines can’t see your article, then people will never find it. Make sure that you’re choosing keywords that are relevant to your niche, and that you’re using them appropriately within you content. You want those keywords front in the body of your article and in its headers, page titles and everything else.

  1. Use Content Upgrades

No doubt, you’re trying to grow an email list from your readers. An excellent technique for doing this is offering “content upgrades” for your articles. These can be additional pieces of information that readers can get if they’re willing to supply their email addresses. For example, you could provide a downloadable checklist that corresponds to a set of how-to instructions.

  1. Sell Your Content Upgrades

Of course, if you want people to opt into your content upgrades, you have to sell them on their value. To do this, you’ll want to identify the specific reasons that your content upgrade will be valuable to the reader, and then you want to convey those clearly and concisely – just like any other call to action.

  1. If You’re Selling Something, Have a Problem

If you’re trying to sell something to your readers, whatever it is that your selling should address a real problem that they’re having. Whatever that problem is, though, be sure that it’s specific, as the more specific you are, the more likely your audience is to be interest in learn more about the product or service.

  1. Then Sell the Solution

Once you have the audience’s interest, you have to convince them that what you’re selling is the solution to the specific problem you’ve identified. To do this, you should demonstrate expert understanding of the issue, leverage visual information, speak from personal experience, and highlight the value of what you’re offering.

Start Getting Traffic Now!

If you follow these ten tips for writing better content and getting traffic, you should begin to see results sooner rather than later. So hop to it, and see what you can accomplish!

How To Engage Your Market Segments

Your audience is now more segmented than ever. Marketing reach goes beyond media placement and messaging integration. It’s about driving action.

Marketing segmentation is about focus, targeting and reach. It’s about building conversion channels that creates a conversation. How you leverage your current marketing tactics to understand your market and serve content to create different conversations will determine how well you leverage your existing traffic and achieve ROI with new traffic channels you may be investing in.

 

What Is Marketing Segmentation?

Marketing Segmentation is about making sure that the right message gets to the right buyer at the right time. Simple enough? Not so fast.

We are bombarded with messages everywhere all the time. We all have a different perspective on the messages we hear. The fact that 90% of communication happens non-verbally makes 90% of your conversational cues irrelevant with your written messages.

This means your words, your pictures and your videos craft a story your buyers will connect with… or not.

 

The Science Experiment

There is no logical way to fully understand where your buyers are until you try to engage them.

For a hypothetical example, you can make a subtle change to the color of a headline on a landing page and then suddenly notice skyrocket by 10%.

Every market is different and in many cases the results you achieve in each segment within a particular market changes drastically with each conversation you try to engage.

This is how you must experiment with your brand to let our market speak to you. If you listen closely enough, your buyers will tell you exactly what they want.

By treating your business as a science experiment you will learn from your actions and create a system that runs on autopilot converting information seekers into buyers. Learning how to engage your market segments in a tactful, meaningful way is the first step to creating a winning marketing strategy.

 

5 Elements Of Successful Marketing Segmentation

  1. Measurably – Can they be measured based on size, purchasing power & segment profile?
  2. Accessibility – Can your market be easily reached?
  3. Substantial – What is the critical mass required to be profitable?
  4. Differentiated – Is this market distinct from other markets?
  5. Actionable – Are successful campaigns possible?

By engage systems that you can test, track and measure you create a system that has the potential to drive real results.

Tools We Use For Marketing Segmentation

There are three distinct phases to your creating a digital presence.

Branding, content creation (building your sales funnel) & traffic generation. They key move to understanding how your market is segmented is your content. This is where your sales funnel is born.

We discuss a broader look at Digital Strategy here.  As information seekers become buyers it is important to provide them with the content and the information that they need to solve their problems. An efficient sales funnel will engage people based on their unique problems and provide solutions and a means for people to travel through different user paths effortlessly.

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In terms of segmenting your market, as people move through your funnel they give us feedback based on the action paths they take and the action paths they don’t take.

This give you information and helps you continually build your business and make better use of your traffic.

 

Making Your Segmented Market Work For You

Branding / Messaging:

You need to build your website and all digital assets to engage user paths with different mindsets in a way that is focused and action orientated.  When you design your brand, you don’t have any real world data about your market so you want to build the brand based on what you think will drive action. This happens when you research your market.

Your website is where the rubber meets the road. It’s your science lab. Your brand needs to be setup in a way that can easily be tweaked once you start getting real world information about your market. Your website is the vehicle to achieve this.

This is where your prospects get to know you and you get to know them. They could be visitors from around the web or offline. Through time,  you will learn to engage their conversation based how they react to your messages.

By understanding your market and all the different “conversations” in your market. Over time,  you will better set up to answer ALL the questions that people might be having in your market and then you will learn to engage that with increasing efficiency.

Remember, you have about 5 seconds to create interest for new visitors. If you fail to start “the talk” people are going to walk right off your site and find your competitor. If you succeed and create a permanent conversation, you will still be a big part of your prospect’s lives well after they have bought something from you.

Your page structures should be set up to be very focused on answering questions on very focused problems based on each segment of your potential prospect.

Each page should easily navigate to other topics as people have questions so that your visitors easily flow through your site collecting information. Once your prospects have enough information on the problems they are looking to solve you will have built authority if you provided them with that information. Once this happens, they usually take actions.

Your site will quickly tell you which messages people engage with and which messages they do not. Your branding platform is the base level medium that makes all this possible.

Content Generation Tactics:

We need to build content to speak to different people. This is where you actually start conversations on the branding platform you have just built. Because your branding platform was set up properly, now you have the ability to serve content in a way that makes it easy to “tweak” your messaging to build value to your prospects.

Content should be seen as the lifeblood of your organization. The more you are putting out content the more you are establishing authority and gaining credibility. The best part about creating content, is that you are also creating conversations. These conversations will segment based on the high quality research and information you should have gained about your demographics in the early phases of planning your business.

It’s like fishing. Your content is your lure. The effectiveness of your lure depends on the quality of the lake and how hungry the fish are. In most cases, we are bombarded with so much content that we block much of what we see online, so it’s key to stand out from your competitors.

By being different and focusing on one segment at a time you create progress, value and results.

Traffic Generation Tactics:

We can use the traffic we generate as a way to understand user paths and the segmentation of our market. By understanding where the traffic comes from and the buyer intent associated with that traffic, we can now have a better understanding about the quality of data we are getting from our website. Essentially, some traffic will be relevant. Some traffic will not be.

Adwords – Adwords gives us a wealth of information that goes beyond using research tools. It actually gives us real world, live data that can be used to build your funnels and understand your user paths. There is no better way to get instant targeted traffic to your site than Adwords. It’s a data gold mine.

Social Media – There is no better way to understand your users than to engage them on social media. By understanding real world problems and answering real world questions, themes start to come up that will feed your content strategy. This is great because you can look to your social channels to ask what people are looking for. By studying people’s questions and interactions you are better suited to know what kind of content to create.

Re-marketing Lists – Once you know who your visitors are, you can build lists of people that have gone to your site and then serve ads to them at a later date. These ads can be targeted to different people based on different action they took on your site. This is one of the most powerful forms of paid media advertising on the web. It is cheap as you are not serving to a huge audience and you can serve different ads to people that have been to different places on your site which will engage their unique conversation. This tactic works great once your machine is starting to mature.

There are many other ways to do this with traffic generation. We will go more into this in future lessons.

Effective Time Management Techniques Explained

Good Thing Time Doesn’t Happen All At Once…Other wise everything would happen at the same time!

Managing and making the best use of effective time management techniques is perhaps the best way you can accelerate the growth of your business and the value proposition you extend to your clients.

We have created a simple, easy to ready visual that can serve as a foundation to keep you laser focused and on target with the important tasks you need to accomplish every day.

Learn some simple but effective time management techniques in this info graphic.

How to boost productivity through effective time management

Need Help With Efficient Time Management Techniques?

We specialize in everything digital. By building systems that can be outsourced, you can build a sales funnel that runs on autopilot generating leads for you business.

Think of it like building a house. The more you engage in actions that builds upon itself, the better and more efficient your system will run.

It doesn’t matter if you want to build your systems in house or hire your systems out. We are here to help. In this video we talk about things that can help you create simple, but effective solutions to your time management problems.

 

Traffic Problem OR Conversion Optimization Problem?

Find The Answer In This Short Video Where I Outline A 3 Step Process To Defining Your Digital Strategy.

 

Do Have A Traffic Problem Or Conversion Optimization Problem?

We all think we need traffic. In some cases this is true. What you really need to ask yourself is if you have a traffic problem or conversion optimization problem?

By focusing on your site first you create a “homebase” in which you can promote your content. We recommend spending money on traffic only after you have a solid web presence that has been optimized for user paths and conversion funnels. This, combined with good content to support that presence is the foundation for a winning web strategy.

Without an effective sales funnel, your traffic will go to waste. Every business is different so every sales funnel will operate differently in terms of how traffic moves through your conversion optimization paths.

http://www.cargodigital.com is the place to go if you need advice on how to build digital systems that truly work so you can focus on what you do best…operating your business. Don’t be shy, reach out to an expert!

Let the pros help you…

Cargo Digital is a strategic storytelling collective who help our clients invent and re-invent businesses, brands and products. Using a new flexible model which allows for collaboration between a network of experts, Cargo provides web, digital and traditional marketing services.

We specialize in helping people get exposure online with the following skills.

  • Content Promotion
  • Video Creation
  • Web Design
  • Creating An Interactive Web Experience
  • Garnering Instant Exposure Through Media Buys
  • Branding
  • Blogging
  • Digital Asset Monitoring
  • Social Media
  • Hosting
  • Reputation Management
  • Traditional Marketing

In order to take your digital exposure to the next level book a meeting with one of our strategists:

Book A Meeting With A Strategist