Modern Business Development

If the terms list broker, paid subscriptions to online directories, and good old-fashioned cold calling strike fear in the heart of your Business Development sensibilities, you are not alone. Social media has presented a number of opportunities to reach a limitless audience if you can make sense of the advertising tools and back end platforms. It makes sense to take time tested lead generation sources and couple them with the applications that connect Baby Boomers, Genexers, and Millenials to create a whole new generation of product champions.

This is the first part in a series of blogs that will explore modern methodology for generating leads, developing their interest, and securing a mutually profitable relationship.  I’d like to introduce you to the Lead Ads tool designed and managed by Facebook. As we explore functionality within the tool, you will also learn how simply collecting data is not the end goal.

Lead Ads is a behind the scenes marketing objective that combines the data that fans have already shared within the platform into a formatted, scaled down, quick and easy  “web form”. Your fans will take the first step to translating their interest in your company to becoming loyal customers.

Stayed tuned to learn how Facebook’s Lead Ads tool exults the latent potential of a fan, a.k.a. warm lead, while the expertise of a development specialist from Connects Marketing Group will qualify those warms leads for targeted follow up.

-Written by Michelle Slater

4 Changes to Boost Your Conversion Rates

It’s rare that a visitor approaches your site completely ready to purchase. Most people need to be nurtured, helping them see the value and benefits of your company before reaching the point of conversion. Here are 4 ways to guide your prospects towards becoming sales qualified leads (SQL).

Target Your Content

When your leads are targeted with opportunities that appeal directly to them, sales see a 20% increase for many businesses. Forrester Research reported that a third of marketers believe targeted content is one of their biggest challenges in lead nurturing.

  • Get to know your buyer personas and pinpoint your audience
  • Create an assortment of targeted content to meet the needs of your prospects at varying points in their buyer’s journey
  • Use content that is based on personas’ interests, goals, marketing triggers, and objectives to draw in more leads and cultivate the individual’s understanding of your brand
  • Automate marketing so that content is delivered in real time based on the activity of your lead
  • Segment your list to deliver more relevant content to your leads based on interests, location, previous purchases, position, demographics, and more

Use Multiple Channels

Don’t just rely on email to get your message out. Most marketers (80%) say they aren’t able to get their open rates above 20% when they send out content via email. Try to publish content on various platforms and tools to increase the influence you have with leads. Use sms marketing, for example, to deliver content right to your audience’s phones with much higher open rates. You might also use social media, paid search, and other methods to find places where you can increase the traffic of your leads. Multi-channel lead nurturing will help improve the dynamic content and outreach strategies you can implement to increase engagement levels.

Respond Quickly

The majority of your leads will expect a fast response from the brands they reach out to. While the average first response time of most B2B companies was 42 hours, according to Harvard business Review, the average customer expects a response within an hour. Make sure your team responds quickly and accurately – even if the temporary answer is a polite response of needing to seek further information. Automated marketing will help free up your team to only respond to the truly individual questions, concerns, and complaints.

Align Sales and Marketing

Your teams and branding should go hand-in-hand. Your marketing team and strategies should be supporting the efforts of your sales team. Your salespeople should be able to rely on marketing materials to support their efforts, but they also need to align their work mentality with the marketing direction for the brand. Marketing should be able to sort your prospects into SQL for your sales team, allowing them to spend time on the leads most likely to have a high conversion rate.

With inbound marketing, one of the great benefits is the ability to nurture consumers without extra efforts on the part of your team. By increasing the conversion rates and lifelong loyalty purchases of your leads, you will be able to reduce your CPA (cost per acquisition), ROI (return on investment) and ROE (return on effort) for a strategy that improves your revenues and efficiency.

 

Author Biography:

Joel Lee

Joel Lee is the SEO marketing specialist at Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms.

Three “T’s” of Leadership Success

In my leadership coaching, I am often reminded of how important the three “T’s” of leadership are to long term success. It seems that I address one or all of these traits on a daily basis.

You need to consider these skills and incorporate them into your persona. We both know that they are there within you. You just need to be able to pull them up to their highest level. Be aware of each trait, practice perfection and ultimately they will be recognized assets that you naturally bring to the tables of both your professional and personal life.

It should be no surprise to anyone that the first “T” is Trust. Leaders must be trusted, trustworthy and create trust-based environments. Trust is the basis of all good business relationships. You must be a person that others can go to and know without a doubt that that they have entered a safe space.

People need to know that they can share confidence with you; that you will listen to them without judgment and that you will not react to what they are saying until they are completely finished. You need to show them that they have been understood and when you do respond, your response will be fair. Leaders must be trustworthy. Trusted leaders must also be true to their word. When you say you are going to do something; Do it!

 

The second “T” is Truth

Leaders must always speak their truth. Speaking your truth does not mean in any way that you need to give away corporate information or secrets. It simply means that you must always be truthful and at times that truth may be that you are just not at liberty to discuss certain situations. Be authentic. Don’t pretend to be someone you are not. Let people see you for the honest and caring person that you are. When you are wrong or make a mistake, fess up, admit it and offer a constructive solution. Remember that truth is critical regardless of your position or title.

 

The third “T” is Tact. When you base yourself in an environment of trust and truth you must be masterfully tactful. As a leader you must have a great sense of what you say and its impact on others. Sharing your truth with others must never have a detrimental impact on your good relationship with others. Consider what and how you ask questions, give responses and deliver assignments to assure that you are not offending the recipient. Find some you know and trust to be your “tact” barometer.

 

The three “T’s” addresses in this article can be considered the cornerstone of your leadership success. Know that these skills are all within you; be sure to take time to bring them to the top of your leadership personality.

With gratitude to the Author – Julia Brown

The 3 Things Every Prospect Wants to Hear

Why re-invent the wheel? Pam McBride wrote a great blog on this topic. It is worthy of sharing.

Prospects invest a great deal of time researching the right solution. For some, it’s easier because they’ve got a hot tip on a must-have service – and if that’s your service then you’ve been working really hard at customer success! Throughout the evaluation process, a number of solutions (likely your competitors) are being considered, a few individuals from different departments are weighing in (the average decision group consists of 5.4 people) and the prospect is really kicking the tires on your trial.

So why should they become your customer? You really do have a great service to offer them and it solves their pain, but someone else is convincing them that they do as well. So why should they become your customer – you need to tell them the 3 things every prospect wants to hear:We focus on outcomes We remove any friction you may be experiencing with our service – we don’t anticipate you’ll have any but in case you do…. We will be there during every one of your decisive moments. This is the bar we set for our prospects and we continue providing the same level of guidance and attention to our customers.

Recommended for YouWebcast: The Secrets of Deep Networking

By knowing when and how to act, organizations can provide proactive, satisfying experiences that are fundamental to converting trials and cultivating customer loyalty.

We provide more than just support You are on a journey with our service – starting at the trial stage. As your organization changes – new team members, changing mandates, evolving strategies – our service will continue to meet your needs because it is paramount we ensure your success.

By understanding how customers use your service, you can provide guidance on features and functionality. You can identify opportunities for maximizing their lifetime value. And your product and development teams can use these insights to continue evolving your service based on what businesses and users actually require.

We are trusted advisors You won’t just hear from us when there is a problem or when you become an actual customer – we aren’t in the break/fix mentality of the 19th century. With a thorough understanding of your business and your requirements, from our initial interaction, we work towards building a trusted relationship. You can expect to hear from us regularly, even if it’s to say “hello”.

By anticipating the behavior of customers and by having comprehensive competitive profiles of each customer at hand, you can engage with the right customer with the right information at the right time. With a rigorous proactive process in place, you can stop firefighting and spend more time truly engaging with customers – a critical step in becoming a trusted advisor.

In order to establish, position and communicate your customer advantage with confidence, your organization will need to be equipped with the right tool that provides relevant business and customer data, the know-how to enable you to perform growth management and customer success, and the right insights for better decision-making.

Is your business in a position to stand up and tell prospects what they really want to hear?

Author: Pam McBride