Are you content with your marketing efforts? Is everything going just great? Do sales have more leads than they can handle? (oh and are they good leads?)
If so, you don’t need to change a thing in your marketing.
But….if everything’s not going perfectly how are you going to improve your marketing? Remember Insanity is doing the same thing and expecting different results. You have to change and evolve your marketing.
So today I want to talk about some strategies and tactics that you can use to change your marketing in 2017.
Just like every other plan you need to start with your goals. Your goals are going to guide the strategies that you use. And, of course, the budget is always a concern.
I have listed the tactics and strategies you might want to consider below. I have ranked them by the smallest to largest investment and by the greatest return. I would suggest you use them all 🙂
Updating Your Website: There are certain things you can do to your existing site to make it more effective.
For instance, you can incorporate a Call to Action on your front page. Lots of visitors to your site might not get past the front page. If you can use a strong call to action, you may be able to transition visitors to leads.
Another place to incorporate a good Call to Action is at the end of your blog post. If you are blogging with a strategy your blog should conclude with a Call to Action that is relevant for your visitors that you want to convert.
Event at the Event: If you are exhibiting at tradeshows you need to kick up your investment a bit and maximize your return. At your booth, you can set initial meetings, but the Event at the Event (EatE) is what moves leads down the funnel and creates quicker opportunities.
When you are on the booth, you want to get people in, qualify them, and get them on their way. At the EatE you have a chance to enhance and qualify and build a human touch with prospects.
In fact, at one company we were able to move qualified leads down the funnel 23% faster. This meant a quicker ROI and more rapid sales cycle.
Inbound marketing: Inbound marketing is the most holistic approach to a marketing strategy. It has a high ROI especially if you have longer more complicated sales cycles like in industrial, manufacturing, material handling, and financial services.
Another reason to use inbound marketing is if you have a higher sales price $5-10,000 plus and a higher lifetime value for customers.
However, inbound marketing strategy is also a greater investment. You are looking at a starting price of 3k a month. As a recent example, we have a client that sells $75,000 projects, and their customers tend to buy every three years, so lifetime value is around $225,000.
If we can increase his sales from one a month, to two a month we are looking at the below numbers.
| Agency Profitability for Potential Client Engagement | |
| Build: | |
| Adjustment for likelihood of progress towards customer goal: | 50% |
| Adjusted Potential Value | $ 22,500.00 |
| Cost Based Monthly Minimum: | $ 3,913.76 |
| Gross Profit | $ 18,586.24 |
| Gross Profit % | 83% |
A quick way to look at Inbound marketing is content marketing + automation software + analytics.
If you would like to learn more about inbound marketing you can download out guide.