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Digital Marketing is Even More Effective in a Post-Pandemic World

It’s 2020, and your business is looking for new, inventive ways to get more clients. In a pre-pandemic world, your first thought might be to default to the norm: printed brochures, newspaper ads, canvassing, pamphlets, and making the rounds in neighborhoods. You use to get some callbacks, and it’s what you know, but you realize that people are going to be less inclined to listen in a post-pandemic world. Luckily, there’s a better way, technology is more prevalent than ever, and it’s edging into every aspect of life – including how homeowners will seek home improvement support moving forward. 

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:

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 a 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. 

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. 

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. 

Free and Discounted Marketing Resources to Utilize During COVID-19

Now is the time to work on your business and develop strategies and tactics to weather the storm and come back stronger than ever.

As you know, there are several government COVID-19 programs that have been introduced. And if you’re looking to market your business, there are several low cost and promotional offers to start filling your marketing pipeline when the country is back open for business. 

Here are some discounted marketing resources due to the COVID-19 crisis:

Google Ads Spend Credit – New Google advertisers can spend $150 and receive a $150 credit. Use the credit to advertise locally or globally to reach potential customers within a few miles of your business, or the entire country.

LinkedIn Ad credit – $50 Ad Spend Credit. Use LinkedIn sponsored content to show your ads exactly to the B2B persona audience that you choose.

Database Discounts (up to 30% off) – Receive discounted data for businesses and consumers with precise detail such as income, homeownership, and more. We also have data to identify consumers that are likely to be interested in your products. Select your list and call Push Marketing at (760) 809-7151 to receive our 30% discount.

Hubspot CRM (60% off) – To support small businesses through this challenging situation, Hubspot has reduced the cost of our Starter Growth Suite from $112.50/month to $50/month. Use this powerful CRM to manage your marketing and sales activities. At $50, this is real value. Oppty is an additional tool that helps you understand and maximize Salesforce to help you generate new leads. You can now use Oppty free of charge to build your pipeline so you’re ready when business picks back up. 

Free Tools on SEMRush – SEMRush is helping businesses improve their online visibility by making a variety of their tools free. The SEMRush social media toolkit is free to use as of April 1; it’s a useful resource for scheduling and editing your social media posts. Need a little help understanding the ins and outs of your digital marketing campaign? Use your downtime to check out SEMRush’s free digital marketing courses. They’ll help you learn how to optimize your content using the most efficient means possible.

Communication Resources – Keep in touch with your employees and customers while you’re housebound with these virtual communication resources. Zoom has become the fastest-growing video meeting tool today, embed Zoom on your website for fast and instant meetings, and virtual demos.

Slack is an excellent way to continue to collaborate with small groups of industry partners or employees. If you need an option for larger groups, check out Google Hangouts for free video calls ideal for your virtual meetings and conferences.

Project Management Resources  –Make sure employees are on the same page with Asana’s project management solutions. You can collaborate for free with up to 15 people at once. Asana helps your team visually see each project’s current status and identify high-priority tasks.

Push Marketing has strategically driven businesses across a multitude of industries through digital and traditional marketing efforts for over a decade. Learn and explore the various digital marketing strategies that are best for your business by connecting with a growth strategist! Schedule a free marketing assessment for your business by contacting us directly at 760-809-7151 today!

 

Press Release: Push Marketing Offers Free Ad Campaigns for Local Carlsbad and North County Businesses During COVID-19 Crisis

For Immediate Release

Local businesses, including restaurants, home improvement companies, and others, are encouraged to contact Push Marketing, a Carlsbad, California digital marketing agency for free and low-cost assistance reaching customers during this crisis.

Carlsbad, CA — March 30, 2020 – Push Marketing is offering free COVID-19 website messaging, ad campaign setup, and management for impacted companies during the crisis, the Carlsbad digital marketing agency will provide free ad campaign setup and management during the COVID-19 crisis. The service and updates are provided without obligation, setup fees, or management fees. According to Robert Nance, Push Marketing CEO, “Many of our local businesses remain open during the COVID-19 crisis, and yet are struggling to connect with customers. Our goal is to help these businesses gain ground by increasing awareness and sales during this challenging time.” 

“The company is inspired by the first responders, medical providers, and others on the front line who are risking themselves to help the world at this moment. The service of these extraordinary individuals pushes us to do more for our community,” says Leann Baggetta, Managing Director of Push Marketing. The COVID-19 crisis has also impacted their business, and they plan to use their temporary downtime to help businesses that are struggling. If they receive an overwhelming response, the company is part of a large digital marketing association and community where other marketing agencies can be enlisted to help.

The San Diego County agency provides online marketing for a number of home improvement and consumer services industries, including home restoration services, garage doors, countertops, patio covers, cabinets, flooring, and timeshare cancellation.

Robert Nance notes that the agency can assist a variety of industries, and is confident “that COVID-19 messaging and low-cost digital advertising techniques and media can help small businesses survive, and perhaps thrive, during these difficult times.” The company has advertising templates ready for several business categories, so a COVID-19 marketing response plan for local businesses can be personalized and launched in days, not weeks.

If you are a challenged business or know of one that is struggling, contact Robert Nance at (760) 809-7151 for free and low-cost COVID-19 digital advertising campaigns and website communication updates. If you would like to learn how to recession-proof your business, read Push Marketing’s blog post on 12 COVID-19 Business Survival Tips. 

About Push Marketing: Push Marketing, a digital marketing agency that focused on supporting home improvement and home services companies. The home-related industries that we serve include B2B and B2C countertops and flooring, solar, window and door, and pest control sales. We help these companies find, acquire, and retain clients through digital marketing.

 

 

12 Recession-Proof and COVID-19 Business Survival Tips

Over the last couple of weeks, we have listened to business leaders and examined how different companies have behaved and changed course during a recession. And perhaps most importantly, how they fared post-recession after implementing new business strategies. The studies are very consistent; companies that used a combination of selective expense reduction (defensive moves) along with smart investments for the future (offensive moves), are the ones that have excelled during tough economic periods. 

Businesses need to take these lessons from the past and apply them to their business today in order to survive this crisis. And, business-to-business, sharing the lessons, victories, and challenges is paramount so that we can all bypass surviving and move toward thriving.

Here are some quick tips and lessons that we’ve learned.

  1. Be proactive, use this available time to work on your business instead of in your business. 
  2. Update your website, signage, and brand messaging to ensure your clients know you are open, active, and still offering your products and services. 
  3. Based on your current business situation, develop and promote new ways (virtual meetings, email video messages, free samples delivered, product videos, etc.) to present yourself and your products.
  4. If you’re not doing this already, be sure to reach out to your customers and prospects via phone, email, video, and social media to be top of mind.
  5. Explore new opportunities, such as developing or segmenting your database. A robust database can be used not only for email but also for multi-channel messaging on Facebook, Instagram, Google, and Twitter.
  6. Expand when others are constricting. We learned this lesson from one of our customers. During the last recession, they didn’t lay off any staff, and they purchased inventory at a discounted rate. When the economy came back, they greatly expanded their market.
  7. Regarding your marketing, if your business is still open for business, be selective and highly targeted with your target audiences. Lower marketing budgets as needed, but stay the course; this is a way to make it through the tough times and build market share as the economy improves.
  8. Work on your online reputation; this is a great time to request reviews from your past customers. Post the highly positive reviews on your social media pages.
  9. Update your LinkedIn personal and business pages, and your other social media profiles. And learn about social selling; it’s a great way to interact and build relationships with prospects and thought leaders in your target market.
  10. Brainstorm with your team and develop a solution or special offer that you can present to your customers and prospects that help your customers (business or consumer) in the short term and your business in the long run.
  11. Look for creative ways to make it easy to do business with your company. Some ideas include “free or a low cost to start” service paid in arrears for the first month, and creative payment terms for product inventory based on negotiated terms with your suppliers.
  12. Find a competitive advantage, look for the latest techniques and products in your industry, and develop a plan to present these techniques as sales value propositions to your customers.

Here’s an excerpt from a Harvard Business Review article on this topic – “One combination has the greatest likelihood of producing post-recession winners: the one pursued by progressive enterprises. They cut costs mainly by improving operational efficiency rather than by slashing the number of employees relative to peers. However, their offensive moves are comprehensive. They develop new business opportunities by making significantly greater investments than their rivals do in R&D and marketing, and they invest in assets such as plants and machinery. Their post-recession growth in sales and earnings is the best among the groups in our study.”

Every business and employee across the country is anxious right now. We don’t yet know the full extent COVID-19 and the economic downturn will have on our daily lives; this is not a time to “wait and see.” It is time to be proactive, to work in tandem with our customers, vendors, and other businesses to help ensure that we do more than survive. Please call us at (760) 809-7151 if we can be of any assistance.

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.

Market:

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.

Message:

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.

Moment:

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.

Media:

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.

Awareness

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.

Interest

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.

Desire

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.

Action

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