High-Performance Digital Marketing that Delivers Results!

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How to Leverage the Power of Cross-Selling for Your Home Improvement Services

Have you ever had warm leads or interested prospects that seemingly did not end in a transaction? Or how about previous customers that utilized your services, completed the transaction, then you both parted ways and never heard from each other again? To sum it up, your relationship ended. Part of that may be due to lack of need from customers, but a large part of that is within your control to nurture the relationship.

Many home improvement providers have yet to realize that by maintaining an organized CRM (customer relationship management system), they can hold onto the contact details of their previous customers or leads. Often, these are the best kinds of leads, as they’re folks who already expressed interest, or need in your services. Sometimes, they don’t quite realize what else they need, or what their home can benefit from. Don’t let that contact information go to waste – it’s valuable information you paid for, as the cost of acquisition can be quite high.

Below is an example of how you can leverage the power of cross-selling your home improvement services to re-engage previous customers and leads.

1. Maintain a database of contact information

Before you can reach out to any leads, it’s important to manage your previous and past customers. Get organized with a CRM database, or have your marketing consultant assist you with this task. The benefits of having a marketing service help you is that they will categorize many sub-groups and categories of your expansive list, as well as create slightly different versions and customize messaging for your various lead types.

Separate hot leads from previous customers, and tradeshow attendee names from internet leads. From there, you or your marketing team will help you sub-segment further, noting purchase behavior from your previous customers, and catering service suggestions based on their past needs. The more customization you can offer in your messaging, the better your results will be.

2. Educate previous and potential customers

Being a subject matter expert in your field, whether it’s lighting, windows, flooring, countertops, insulation, pest control, etc, you know what’s best for different conditions. You’re also aware of the latest methods, technology, and techniques that can help reduce energy or long-term costs.

However, many customers probably don’t know the recommended techniques and quality hacks that you know. They also can only DIY so much, and more technical jobs will require a service expert, such as your business. Take this opportunity to educate customers and leads, and make them aware of cost savings by installing the newest systems.

3. Build your campaign and measure results

Once you’ve selected the service you’d like to upsell or educate your leads on, it’s time to build a campaign. Create a compelling list of benefits to this new service, provide visuals (image and videos are always a huge bonus), and for extra perks, include an exclusive promotion or deal.

In our example, Push Marketing worked with Northwest Exterminating to share the perks of migrating to TAP insulation, an installation for attics that can reduce energy bills by up to 56% and provide permanent pest protection. In tandem, we built our campaign first by identifying lead groups and lists, then cultivating content to share why TAP insulation is all around beneficial for any home. The campaign involved drip layers, including a follow up message that included a reminder for use of the deal. Overall, Northwest received great results, with a 949% of ROI on their campaign, turning idle past customers into repeat customers.

Think of services that are all around great, unknown, and would be useful for your leads and customers to have in their homes. Work with a reputable marketing agency or team, and have them convert the contact information you’ve worked hard for into a new campaign. Contact Push Marketing today to hear how we can help your home improvement business grow.

Why Digital Marketing is More Effective than Canvassing

It’s 2020, and your business is looking for new, inventive ways to get more clients. Your first thought might be to default to the norm: printed brochures, newspaper ads, canvassing, pamphlets, and making the rounds in neighborhoods. You get some callbacks, it’s worked in the past, and it’s what you know. But that’s the problem right there: the past. Technology is more prevalent than ever, and it’s edging into every aspect of life – including how homeowners now seek home improvement support.

By 2025, millennials will make up ⅔ of the global workforce. These millennials possess buying power and represent your future target markets, but they also come with a different set of expectations. Having grown up in the digital age with smartphones, tablets, and the internet, millennials and generation Z seek out services through methods such as internet searches and reviews.

Adapting to these changes will bring long-term success for your home improvement business. Regardless of whether you provide urgent services such as plumbing, or projects with a plan, like tiling, it’s key to understand that millennials are your next market to focus on, and why adapting to changing consumer behavior should be a priority. Here’s why digital marketing will be more effective than traditional methods such as canvassing:

1.  Cater to your target and reach more qualified leads
How much do you know about the homeowner on Bend Street that you just canvassed or mailed? Absolutely nothing, other than the fact they are residents of a certain area

Instead of reaching out to everyone, narrow your efforts to qualified, interested leads. Traditionally, you can attempt to do this by only going around certain neighborhoods, but with digital efforts, you can virtually designate your ideal demographic (homeowner or renter, mid or high income household, etc.) and pay to only show your message to these prospects. Not only can you reach your target region and demographics with more efficient spend, but you can also reach people of similar online behavior, such as those who have recently sought out your services or searched for related “keywords.”

Additionally, many customers nowadays immediately turn to Google, Bing, Facebook, or asking a friend for a referral. YellowPages and directory listings are mostly a thing of the past. Instead, a customer’s first instinct is to perform their research online, meaning your presence online is their entire basis for whether they’re interested in you or not. Is your website modern and up-to-date? Do you have stellar reviews and proud displays of your best work, or customer testimonials? These are conditions that must be tip-top for a new customer to give you an email or ring and learn more about your pricing, availability, and services.

Do a quick audit and Google Search yourself, and discover what people in your area are likely seeing.

2.  ROI is measurable
Do you know where your customers are coming from? Often, with tactics like canvassing, you’ll put your money where it isn’t needed. Spending money on printing and distribution adds up quickly, and it’s difficult to measure how many customers came to your business as a result of these efforts. When you crunch the costs, the downtime, and the quality of clients coming from this tactic, are you actually profiting? Also, if you’re doing multiple efforts at once, what was actually effective?

Start spending smarter with a measurable strategy, and see your efforts go further with the same or even less spend.

3.  Customization and Instantaneity
Instead of becoming another piece of paper or fridge magnet, you can create a custom social feed, app, or strategy to reach your next customers. Discover how neighbors share referrals, and create an inspirational social media page that motivates people to come to you. Customization goes much further with digital, and can be adjusted swiftly. Imagine if you overprinted a canvassing material or had a typo, and you’re stuck with a batch until you’ve distributed everything.

With digital, you have the ability to push content at your desired frequency, edit captions, respond to customers directly and immediately, and deliver different messages to different markets. Customers like options, and they want to be able to reach you through many different social channels – maybe through email, Facebook messenger, Instagram messaging, Whatsapp, etc.

If you offer multiple types of services, you can target your different demographics with the content they want to see. Then, measure your ad performance based on data, and adjust your strategy accordingly.

Finally, instant gratification is an expectation of most customers now. Say someone has an immediate need for pest control, which can be very on-demand. Having your business show up as a local business listing when those customers search “ants in house” and an online booking system is very likely to increase your leads. Not only are you a) easy to find, but you’re also b) efficient and seamless and c) modern and credible – all components that a modern customer seeks today.

Find out how you can optimize your business to be digitally compatible, and how many more qualified leads you can reach with an efficient strategy. Get an audit of your current digital footprint today, and contact Push Marketing now.

The 4 M’s of Marketing… Are Your Strategies and Tactics in Line?

Now, more than ever before, your marketing strategies and tactics need to be aligned with your audience. After all, the glut of social media and pay-per-click-advertisements tends to overwhelm the senses every time you go online. And what you don’t want is for potential customers to lump you in with every irrelevant campaign that pops up on their screens…and tune you out.

So, how do you break through the clutter and increase sales? Quite simply, you need to go back and focus on the basics—the 4 M’s of Marketing—Market, Message, Moment, and Media. Let’s explore each one in a bit more detail.


This piece of the marketing quadrilateral will require some research on your part. Before you can go out and reach new customers, it’s important to understand exactly who your potential clients are, and where they can be found. A lot of new business owners hang out their shingle by spamming everyone, believing their own claim that “My product is for everyone!” But marketers know that this broad claim simply isn’t true. So do seasoned business owners, and frankly, so do savvy customers. There is no single product on the market today that serves everyone.

The bottom line? Know your clientele! Know their needs, their income, where they live, where they shop, and what they buy. This data allows you to be more efficient with your marketing budget. By honing in on the right customer, your marketing dollars will stretch further, and you’ll reach more individuals who might actually translate into valuable clients.


Once you know your potential customer and have an idea of how you can target them, carefully craft messages that will resonate with their needs. These needs can be broken down into two timelines—immediate needs and future wants. For example, an immediate need might be turkeys for sale the day before Thanksgiving, while a future want might be a new set of tires. These two timelines each call for a different approach.

When it comes to future needs, many people take the time to shop around for the best product at the best price. Since they are likely doing their research online, this is information that can be harvested in your market research. Use the data to work on building brand recognition and trust with your message development.

Immediate need fulfillment requires an urgency in your messaging that impels people to purchase right now—and from you. We’ve all experienced that moment online when we’ve got something on our mind that we need to purchase, and bang!—a relevant and well-crafted advertisement pops up. Serendipity? Not likely. More realistically, the company has harnessed the power of the marketing quadrilateral in order to reach you effectively, right at the moment you were ready to decide.


Determining the right moment to target your potential customers depends on your product’s sales cycle and lifecycle. Not everyone wants or needs a turkey in July, but it’s quite another story during those last few days before Thanksgiving! Knowing and harnessing the right moment is key, whether your product fills an immediate or future need.

For future wants, reaching potential customers may require multiple touch points. In other words, if you want to build your brand identity, your product and message will likely have to appear before them several times. And that is perfectly fine! Remember that your best customers are those who have researched and made well-informed decisions about your product, because they will be your best ambassadors moving forward.


In the Market phase, you learned about your ideal potential customers—what speaks to them, their needs, their wants, and their buying/shopping habits. Now, it is time to double back and put that information to work again. With the knowledge you’ve gained, it’s time to choose where to spend your marketing dollars. Is it on social media advertising? Is it pay-per-click? Is it a combination? You know who your target audience is and where you are likely to find them. Now it’s time to go and get them!

Testing various messages and platforms for your messages is essential for success. You won’t always get it exactly right, but it’s an important investment to take the time and put in the effort to craft your marketing quadrilateral with the right balance of market, message, moment, and media. It’s the best way to reach prospects and turning them into customers!

If you’d like help implementing the 4 M’s of marketing for your business, please feel free to give me a call. Our team stands at the ready to help you negotiate the ever-changing marketing landscape, effectively reaching potential customers and transforming them into ambassadors for your brand!

The Top 7 Reasons Every Business Should Blog Regularly

When blogging first appeared on the scene, the platform was primarily used by individuals sharing their personal experiences, thoughts, and feelings. A blog was basically an online journal, one that anyone could read…if they could find it.

Today, blogging is often much more than a personal diary. In fact, blogging has become a key strategy for driving traffic to savvy business websites. When leveraged properly, a business blog is an influential tool with the potential to substantially improve inbound marketing efforts.

HubSpot surveyed current business owners’ and marketers’ approach to inbound marketing for their State of Inbound 2018 report. Inbound marketing is, in essence, a strategy to attract customers through organic means–like blogging or social media. Interestingly, a staggering 55% of survey respondents said that blogging/content creation is a top priority, only surpassed by Growing SEO/organic presence at 61%. In reality, these two categories go hand-in-hand.

If you’ve been on the fence about adding a blog to your website, read on. Here are the top 7 reasons every business should blog regularly:

  1. Blogging boosts your ranking in search engines. Every time you add pages of content to your website—including blog entries—search engines index the pages. This makes it easier for potential customers to find you and improves organic website traffic.
  2. Blogging improves your website’s SEO. Naturally, successful SEO blog entries must be designed and crafted with the right keywords and phrases, in the right density. But in addition, blogs must address a topic of interest to potential customers, and without plagiarism or grammatical errors.
  3. Blogging supports your brand’s identity. In the online world, your brand extends beyond your logo. Your brand’s identity—how your customers view you—comes from everything on your website, your social media messages, and your advertising. Therefore, in order to strengthen your company’s connection with existing and potential customers, a strong blog should consistently retain your brand’s tone.
  4. Blogging builds your authority. To establish your company as an industry expert, a great blog shares important industry-related information, breaking news that is relevant to your customers, and insights that resonate with your clientele.
  5. Blogging facilitates better relationships with customers. People like doing business with personable, human organizations; you can connect with them through shared interests or passions. Consider devoting a section of your blog to showcasing your community involvement as a business, or outstanding employee accomplishments.
  6. Blogging furnishes you with high-quality content to share on social media platforms. Sharing each published blog through social media channels increases your visibility and gives your customers a way to engage with you. Blog posts can also be used for digital newsletters, reports to partners and investors, and more. They truly are a great multi-tasker!
  7. Blogging can improve conversion rates. Online customers may have a hard time knowing your business is still in business; that is unless you have a regularly updated blog! An active, well-written blog with interesting posts shows that your business is alive and thriving. And high-quality content builds brand loyalty, thereby increasing your conversion rates.

The following statistics are staggering [1]:

  1. Companies that invest in blogging are 13 times more likely to enjoy a positive ROI on their marketing budget.
  2. B2B marketers that blog regularly generate 67% more leads than B2B markers that don’t.
  3. Websites with more than 50 web pages generate 48% more traffic than businesses with fewer pages.
  4. Websites with active blogs have more than 4 times the number of web pages than websites without them.
  5. Websites with active blogs have almost double the number of backlinks than websites without them.

For over a decade, Push Marketing has been writing high-quality, original and engaging blogs for our customers. Blogging has always been a top priority for us, because driving organic traffic, building authority, supporting brand identity, increasing visibility, and facilitating relationships with clients are all key to a successful marketing program.

We start by determining the optimal number of weekly blog posts in order to boost search engine rankings and devise a guiding editorial calendar. For individual posts, we hand-select engaging topics of interest to your audience. Then, through keyword research, we select targeted keywords that naturally fit. We add graphics or photos to boost SEO ratings, and only employ top-rate US-based writers to provide you with first-rate blog posts.

If you’d like to learn what blogging can do for your business, request a consultation by clicking here.


[1] Neal Lappe, The Forensics of B2B Selling

What Is Sales Funnel Marketing?

Sales funnel marketing is a process that provides customers with the information they need—when they need it—in order to make a purchasing decision. However, before launching into sales funnel marketing, it is important to understand the sales cycle.

All products and services have a sales cycle. It is measured in the length of time and amount of information customers need before they are ready to make a purchase. For some products—for example, a bottle of cold water at a gas station—the sales cycle is immediate, while for other products—like a new car or other big investment—the sales cycle can be drawn out to weeks or even months.

For these mid- to long-range sales cycles, customers take time to research, read reviews, weigh the pros and cons of competitors, identify strengths of specific brands, and look for special offers, all before they finally make a decision. The longer the sales cycle for your particular product, the larger your sales funnel needs to be to help insure a constant stream of purchases. This is where the four steps of sales market funnel marketing process come into play: Awareness, Interest, Desire, and Action.


At the top of the funnel are potential customers who may not yet know they need your product. Think of this part of the sales funnel as your introduction to a prospective customer (prospect). At this stage of the marketing flow, you want to build both brand awareness and product recognition. The goal is to keep the prospect engaged and yearning for more information. One effective marketing tactic to employ here might be display advertising on social media, targeted to specific demographics.


As prospects become more captivated and begin to engage with you by clicking on display advertisements, they trickle further down into the sales funnel. At this stage, just as they are showing interest and beginning their research, it is important to present them with the unique selling points of your product, any warranties or guarantees you offer, and data regarding your company’s brand reputation. As they are considering their options, ideal marketing tactics include tailored landing pages, case studies or white papers, and blog posts that provide an easily accessible resource for their research.


Now that a prospect is using your resources as a tool for their own research, they’ve moved even further down the funnel. They are now weighing their options, evaluating competitors, and calculating the product’s cost with special offers. The best tactic at this stage is to have display advertising that reaches them with tempting call-to-action messages. Sometimes, all that’s needed in order for a prospect to transition into a customer is a special discount, free shipping, or extra freebie. Even at this stage, some prospects may still need a bit more time in the funnel. Generally, this is when they are most receptive to retargeting and display ads.


Your goal now is to move the prospect to engage specifically with you—either through a sales team or through a well-designed and written sales page. It is vital that your website provides answers to the top questions your customers ask, and that you address any potential concerns or possible objections upfront. If you have a professional sales team, objections can be handled one-on-one, a wise strategy for higher priced products and those with longer sales cycles.

Remember, once you’ve made the sale, your new customer could become a powerful product or brand ambassador for you. Pay attention to their demographics,—age, gender, location, and buying habits—as these will be the key to finding similar prospects to add to your sales funnel. Actively ask for reviews, and reward referrals; after all, the sales cycle for a warm lead is significantly shorter, and offers fewer objections.


What is Marketing Automation?

Marketing automation is a collection of tools designed to automate a company’s marketing strategy. These tools benefit not only large businesses, but small businesses as well.

Smaller businesses without much experience with marketing automation often think it’s only a tool for automating repetitive marketing tasks. These companies only see the value of marketing automation as a time or cost saving solution.

It’s true that marketing automation saves time and money by automating repetitive marketing tasks, it also allows businesses to:

  • Identify more qualified leads
  • Increase the conversion of those leads
  • Increase the resulting revenues
  • Apply lead scores to prospects
  • Notify sales team regarding opportune leads

Furthermore, a comprehensive marketing automation service like the one employed by Push Marketing also provides Anonymous web visitor identification, end-to-end analytics (not Google Analytics), dynamic lists, and behavior tracking.

Marketing automation services are being adopted at an exponential pace, and as it becomes more and more affordable, smaller companies are also getting on board and harnessing its power.

Marketing Automation vs. Traditional ‘Email Blasts’

Marketing automation is very different from the auto-responder tools that many businesses have used in the past. Such antiquated tools were hit-and-miss, and often resulted in driving off potential customers with irrelevant “junk mail.”

However, when used properly, marketing automation all but guarantees that leads receive narrowly targeted and highly relevant marketing messages, and at exactly the right moment.

This targeted messaging is totally unlike traditional email delivery services like MailChimp or Constant Contact. Such basic email delivery services are typically only able to send non-targeted email “blasts” to a large group of recipients in a linear fashion. Too often, this untargeted approach is viewed (correctly) by the recipients as spam.

In contrast, marketing automation such as that developed by SharpSpring and employed by Push Marketing features behavioral-based targeting and communication. Using marketing automation, a company can automatically send a fresh prospect (one who is just starting the education process) very high-level information that is relevant to the lead’s interest.

On the other hand, if a lead is ready to buy, the lead can be sent purchase-oriented materials. Simultaneously, the marketing automation service will send a notification to a salesperson who can contact the lead directly. Leads looking at a single product on the website can be sent information about that specific product, without having to ask any questions. This is important when the buyer is researching a company and is not yet ready to buy.

This high level of behavioral-based targeting will almost certainly generate higher conversions and more revenue, and that’s a good investment for any business, big or small.

For more information, check out other posts in this series:

Push Marketing Introduces Advanced Marketing Automation 
Marketing Automation: Why It’s Essential for B2B Businesses
The Benefits of Marketing Automation for B2C Companies
After the Click: Behavior-Based Email Tracking
Email Automation with Personalized Communication

Conversions: Discrepancies in Reporting Between AdWords and Analytics

Discrepancies in conversion/goal reporting between AdWords and Analytics are to be expected because they do not track them the same way. This is expected as the two platforms attribute conversions and goals differently.

Google Analytics goals
• Ideal if you’re interested in the entire flow of customers through your site, not just conversions.
• Can include conversions from non-AdWords sources, so it’s good for tracking all customer traffic on your website.

AdWords conversion tracking 
• The day of the click and the day of the goal do not always align as users shop around
• Ideal if you’re interested only in conversions.
• Tracks conversions only from AdWords sources.

*You will need to pick one report to pull these metrics from and stick with that one report for consistency.

 It’s important to make sure that your goals are set up correctly, and that there are no technical issues impacting the account. A good tool to use to check if have tags are installed correctly is the Tag Assistant extension for chrome, which you can download.

Here are additional reasons why the AdWords and Analytics reports will vary:
• Date of transaction (conversion window) – AdWords reports conversions from the date and time of the click that led to the successful action, not from the date of the successful action itself.
• Counting method- In AdWords, you can choose to count either all or unique conversions by setting the counting method for each conversion action (including Analytics goals and transactions imported into AdWords). The “Conversions” column in AdWords will display conversions that happened within your chosen conversion window, according to your selected counting method. Analytics, however, counts all goals and transactions, which can cause discrepancies.
• Cross-device conversions- AdWords conversion tracking enables cross-device conversion estimates that are reflected in the “All conversions” column in AdWords. This is based on actual measurements and estimates derived from users that have signed in to Google across different devices.
• Invalid clicks- Some goals that are reported in Analytics might be filtered out when they’re imported into your AdWords account because of our invalid clicks technology, which doesn’t record what seems like suspicious or invalid click activity.
• Imported goal delays- Analytics conversions data is imported into conversion tracking up to 9 hours after the conversions have occurred.

Please refer to this Article for a more thorough description of each of these and more.

We hope this helps clarify why you might be seeing differences between the reported AdWords Conversions and Analytics Goals.

Push Marketing Introduces Advanced Marketing Automation

Push Marketing is an authorized service provider of SharpSpring’s automated marketing software. Automated marketing software allows users to automate repetitive tasks such as email, social media, and other website actions. This platform enables businesses to engage with leads at critical points in the buying cycle through the use of its powerful features. Here are just a few of the powerful features offered by Push Marketing and SharpSpring:

Behavioral Based Email Automation:

Traditional email delivery services that are often utilized consist of linear, “blast” type emails that are delivered to a set mailing list. These are usually nontargeted emails generated by companies with generalized content relative to their products and services offered. Behavioral Based Email Automation, on the other hand, creates targeted emails based on a potential consumer’s behaviors and interactions with your website. This targeted marketing allows customized communications in a one-on-one fashion to be sent which, in turn, generates higher lead conversions and more revenue. The system also generates an automatic notification to your salespeople to better foster the relationship with potential leads. By notifying your sales team of these more relevant leads, you are equipping them with the information needed to convert more leads to sales and increase your return on investment. Your marketing efforts are optimized by spending more time and money in the areas where it is needed and less on the areas that aren’t likely to convert.

Engage Leads at Critical Points:

Our automated marketing platform allows you to engage relevant leads at critical points in the buying process through the use of 3 major components: Visual Workflow Builder, Lead Nurturing, and Lead Scoring.

  • Visual Workflow Builder is an interactive component of the platform that uses branching logic to build out your automation tasks in a point and click visual format. By utilizing the visual component of the task planning process, the Visual Workflow Builder allows for more creativity with a hands-on approach. You can create specific touch points by combining tasks and action groups, to customize the path your potential lead takes thereby increasing your likelihood of a conversion.
  • Lead Nurturing facilitates automated drip email campaigns to engage potential leads early on in the sales process. Drip email campaigns are a set of emails that are sent out on a scheduled basis to ensure that newcomers to your email campaign receive all of your marketing emails instead of just new emails that come out after they have joined your mailing list. This allows potential leads to be educated and keeps you at the top of their minds as they navigate through the sales process, and ultimately to their purchase decision. Lead Nurturing also sends a notification to your sales team when potential leads are ready to convert and purchase.
  • Lead Scoring allows your sales team to focus on hot prospects and leads. Leads are scored based on engagement with your website with scores increasing or decreasing depending on page visits, numbers of clicks, forms completed, downloaded content, and demographic data that fits your sales model. You can set a customized decay rate to decrease lead scores. The platform also allows you to automatically nurture leads until they are ready to convert. Lead Scoring enables your marketing team and your sales team to work hand-in-hand to not only provide them with better qualified leads, but also with a higher percentage of lead conversions and sales.

Advanced Lead Analysis to Identify Website Visitors:

Marketing automation tools provide several components that facilitate lead analysis and identify visitors on your website. Our platform offers the tools needed to identify anonymous website visitors, track your known leads, receive a daily VisitorID email, track page visits, referral URLs, and search terms, set important pages, choose important contacts, and set powerful filters.

  • ID Anonymous Website Visitors: Most visitors to websites, as many as 98%, remain anonymous to administrators because they don’t fill out forms while on the website. VisitorID utilizes reverse IP address lookup to identify the users and companies who are viewing your website. It also provides you with their contact information, name, email address and phone number. This not only helps you track visitors to your website, but provides you with critical information on your website visitors that will allow you to convert those potential leads into sales. By utilizing this information you can attract more traffic to your website to provide your sales team with more relevant leads and a higher conversion potential.
  • Track Your Known Leads: Our automation platform can track potential leads and notify your sales team when a current lead returns to your site, whether to continue browsing, to check out your pricing, or even to download content. This allows you to make your website more than just content – it becomes a communication tool for both your staff and your potential customers. It also provides your sales team with the information they need to convert more leads.
  • Daily VisitorID Email: The daily VisitorID email provides you with a daily listing of visitors to your website. With this information, you can quickly filter through potential lead information, lead scores, and other customizable fields without ever having to log in to the platform. This provides you and your sales team with more leads and opportunities.
  • Page Visits, Referral URLs and Search Terms: Our platform tracks the time that visitors spend on the individual pages on your website, recognizes and tracks when visitors view pages that you designate as “important,” tracks demographic information on your visitors, investigates where they come from, and can even identify which search terms led them to your website. This information then allows you to customize your website and social media content to attract more relevant leads to your business.
  • Important Pages: With our marketing automation software, you can set “Important Pages” that, when clicked on by a visitor, boosts their lead score and provides this information to your sales team. It can also be set up to trigger automation and personalize communication to any visitors who click on your important pages.
  • Important Contacts: The platform can also target specific industries in your communications and marketing. VisitorID will customize its analytics to only show you the visitors from those specific industries that you have chosen.
  • Powerful Filters: Powerful filters allow you to filter out any visitors to your website that don’t apply to your business or fit into your marketing model, so you can focus on the visitors that you do want to target and customize your communications to these specific potential leads. The platform will block all ISP from view and any companies that are poor sales prospects.

Our powerful marketing automation platform provides you with all the tools needed to drive more leads, convert more sales, optimize your marketing potential, and track potential customers who would have otherwise remained anonymous. The platform not only saves you time and money, but identifies more qualified leads, increases the conversion of those leads, and increases your resulting revenues.

What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
The Benefits of Marketing Automation for B2C Companies
After the Click: Behavior-Based Email Tracking
Email Automation Through One-To-One Conversation

Email Automation with Personalized Communication

(For an introduction to automation, please see What Is Marketing Automation?)

When marketing automation is applied correctly, the software’s features are extremely beneficial to businesses. And one of these key features is email automation, which allows an agency to appeal to potential customers by sending relevant information that specifically appeals to the lead’s interests.

Study after study shows that this type of highly personalized and tailored communication has a much higher conversion rate than traditional, primarily irrelevant email blasts. It’s no wonder that a custom approach increases conversion rates; after all, the lead finds the information relevant and helpful. In addition, the more personalized communication allows a salesperson to bring the lead down the sales funnel in a natural, organic way.

The Problem with Sending Mass Emails

Email Service Providers (ESP) use the concept of mass emailing to constantly contact prospects with irrelevant information, all just to remain at the top of the prospect’s mind. Basic email service providers like Constant Contact can only send mass emails that treat everyone the same. This type of one-size-fits-all, largely irrelevant email is (correctly) called spam. And today’s prospective buyers find spam to be a turn-off.

In contrast, personalized email messages improve click-through rates by an average of 14%, and conversions by 10%.
ESPs cannot target a lead’s specific interests because they lack the ability to track a prospect’s “beyond the click” behavior. “Beyond the click” is a marketing automation feature that uses behavior-based tracking to automatically segment leads and then send information that is relevant to each lead. And segmenting is vital to any email marketing strategy.

The Importance of Segmentation: A Case Study

Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor

Segmentation has produced incredible results for many businesses. For example, HiveTracks is a cloud-based tool used to monitor and maintain beehives. They opted for marketing automation in order to segment their customers, nurturing each group with the right content and at the right time.

The email segmentation plan employed SharpSpring’s software on Push Marketing’s marketing automation platform, with impressive results:

  • Created robust profiles for all of its customers for improved target marketing
  • Increased engagement rates from 5% to 40%
  • Generated a tenfold increase in conversions from free trials to paid accounts

Without question, HiveTracks has been able to significantly boost engagement and increase revenue by using automated segmentation. Their full case study can be found here.

Marketing Automation Levels the Playing Field

Once upon a time, only the largest companies had the ability to achieve these types of results. Marketing automation changes the game and levels the playing field for businesses of all sizes. And with cost-effective solutions like Push Marketing and SharpSpring, marketing automation and its many benefits are more attainable than ever before. That’s great news, because marketing automation will help drive more leads, convert those leads to sales, and optimize marketing send. That’s a winning combination for any business.

Don’t forget to check out other posts in this series:

Push Marketing Introduces Advanced Marketing Automation 
What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
The Benefits of Marketing Automation for B2C Companies
After the Click: Behavior-Based Email Tracking
Email Automation Through One-To-One Conversation

The Benefits of Marketing Automation for B2C Companies

(For an introduction, please see What Is Marketing Automation?)

Marketing automation offers tools that are highly valuable to B2C companies. For example, the ability to segment leads to a list allows B2C companies to thrive without the need for a large sales team.

B2C companies typically use the same tactics as B2B companies, but with a stronger emphasis on segmentation of leads. B2C companies tend to deal in much smaller revenue transactions, and to forego a sales team in favor of a web shopping cart. In either type of company, the benefits of marketing automation are powerful; however, the emphasis in B2C marketing is on automatic customer segmentation and targeted communication.

Automatic Customer Segmentation Example

Recently, a marketing agency used marketing automation to segment 100,000 customers for an online college apparel retailer. The Tallahassee based B2C company had aimed to capitalize quickly on Florida State’s 2014 BCS Championship victory. Here’s how they succeeded.

First, the marketing agency used marketing automation to track users on the site. They then created dynamic lists that segmented users based on the products viewed by each user. Using these lists, the firm sent specifically targeted emails to visitors who were interested in specific product categories.

Web visitors who browsed baby items without buying received an email that focused on baby items and even included a coupon for select items. Visitors who purchased scarves or cold weather items might be sent an email with information on a matching flannel blanket, while individuals who purchased swimwear might be sent a special offer for a cooler and beach umbrella.

Marketing Automation vs. ESP

This level of customer segmentation is simply not possible for a company or agency using a basic Email Service Provider (ESP) like Constant Contact or MailChimp. In contrast to such outdated services, marketing automation like that offered by Push Marketing is able to track user behavior “beyond the click,” and provides a rules engine that enables automatic segmentation and communication with leads.

In fact, marketing automation makes customer segmentation easily attainable by smaller companies. At only a few hundred dollars per month, technologies that were once only available to high revenue companies like Amazon are now within reach for even the smallest of businesses.

Plus, behavior based segmentation allows for personalized conversations, which will lead to higher revenues and greater customer satisfaction. It’s an investment many B2C have already decided they can’t afford not to make.

Check out other posts in this series:

Push Marketing Introduces Advanced Marketing Automation 
What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
After the Click: Behavior-Based Email Tracking
Email Automation with Personalized Communication
Marketing Automation: Why It’s Essential to B2B Companies