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Author Archives: adminAnatomy of a Lead Nurturing Campaign
What is Lead Nurturing? Lead nurturing is a process that provides value to leads through ongoing contact. It is aimed at those individuals or companies in the information gathering stage, or those not yet ready to buy. Lead nurturing establishes a relationship with a potential customer, so that when they are ready to buy, they come to you. Lead nurturing uses leads generated from a variety of sources. SEO (search engine optimization), social media (such as blogs and sites like Facebook, Twitter and LinkedIn), video and company websites (think opt-in pages) are common sources. Other lead sources include networking events, tradeshows and webinars. The lead nurturing process uses email marketing to provide informative and relevant content to interested parties. Sales attempts of products or services are often avoided in initial and early follow-up emails, as customers are not yet ready to purchase. (Including these types of messages as a post script can be a good way to transition into more product or service-oriented content for future emails.)
What are the Components of a Lead Nurturing Campaign? You might be wondering, what does a lead nurturing campaign look like? It has a few key components. The jumping off point for lead nurturing is lead capture. This often takes the form of opt-in options on your company website – such as offering some type of information on a certain topic in exchange for an email address or other information. You can then add this information into your lead system and begin to cultivate a relationship with the potential customer. This process feeds into the next step – a simple thank you. A thank you page gives you the opportunity to thank a lead for electing to receive messages and establish a relationship. Get the most from this page by including links to important pages and an option to share your resources with their social media connections. You might also include announcements relating to upcoming events or exciting promotions in which customers might wish to participate. Lead nurturing relies heavily on the automation of email delivery. Find an autoresponder system that fits your needs. The system will allow you to create a sequence of emails that can be sent to a customer on a predetermined basis. The emails should be appropriately spaced and, most importantly, provide valuable content that will engage customers. The goal here is to establish and strengthen a relationship. At The Pool Marketing Site, we utilize HubSpot as our preferred automation software. Emails should send leads to a landing page. This process allows you to measure whether potential customers open your emails, accept offers via the landing page (be it a consultation or a product), in addition to providing insight into other metrics.
Was the campaign successful? Useful benchmarks to evaluate your lead nurturing campaign include analyzing the time it takes a customer to buy, identifying activity levels and important pages and monitoring open and click-through rates. Identifying the amount of time it takes for a lead to turn into a customer helps you use the optimal frequency and duration of communication. If it normally takes a month for your customers to buy, you could lose customers by only sending messages for three weeks. Also look at the amount of time leads spend browsing on your website and which pages trigger the buying decision, as well as where they might mention you. Analytics tools can help you identify where and when your company is mentioned and help you discover key points of influence in the buying process and decision. Good lead nurturing campaigns also monitor open and click-through rates. Relevant content and good subject lines prompt activity that can result in more leads becoming customers. Adjust content when these metrics show negative results to take full advantage of the targeting lead nurturing enables.
Build Effective Mobile and Tablet Sales Tools
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Check out this great article published on our sister site, Small Screen Producer. In order to create effective mobile and tablet sales tools, you need to understand what your customers want and develop a strategy to give it to them on the device of their preference. Mobile Is On the Rise You may have heard before that mobile internet usage is expected to surpass desktop internet usage by 2015. Mobile doesn’t just mean smart phones though. Tablets like the iPad or Samsung Galaxy are included when calculating mobile usage trends. Mobile Is Different A mobile site should not be your full website on a smaller scale. With mobile and tablet devices, your real estate is decreased significantly. People on mobile devices are in a different mind frame – whether they’re looking for an immediate purchase, perusing while waiting in line or using as a second screen while watching TV. Another thing to note is typically mobile has a slower connection than a desktop computer.
What Your Customers Want:
*Stats from the latest Google Survey How To Deliver Responsive web design is a great strategy for tablet usage, and can sometimes transfer over to mobile devices as long as the content on your site is not cumbersome. However, if you have a larger website with several photos, a dedicated mobile site and dedicated tablet site can create a more user-friendly experience, which leads to higher traffic, lower bounce rates, and higher lead conversion rates. Mobile and tablet design should follow one principle rule: Keep. It. Simple. Remember how people want to find information on your site in 1-2 clicks? Your navigation menu should be simple and large enough to read on a small screen. You should only include the more essential aspects of your full website, based on how your customers browse. If you see in your Google Analytics that your photos, contact and FAQ are the highest traffic pages of your site, those should be on your mobile site. Your phone number should have a click to call functionality. Adding embedded video will increase engagement. Bottom line, your mobile and tablet sites should have a strategy behind them based on your customer behavior. Without a strategy, you are not taking user experience into consideration, and you are hurting your lead conversion rate. Examples of Successful Mobile and Tablet Designs
Don’t just stop at a mobile website! If usage trends continue to rise, your marketing will have to adopt mobile marketing practices.
Build your database. Reach your smart phone users on their platform of choice! View our digital pool marketing brochures for builder, service and retail to see what we can do for you! To get started on your mobile and tablet sales tools, contact us today. What is Tumblr?
Tumblr was founded in February 2007 by David Karp. Tumblr is a micro-blogging service that allows you to effortlessly share anything from photos, quotes, links, music, videos and text all in a HTML format. Whether you want to post about your pool tips, pool designs, backyard tips and pool builder photos Tumblr is what you make it! Personalization is key with having a Tumblr and it gives you the opportunity to share easily and elegantly. Share your Tumblr with friends and followers through email, social media and other networking sites. Today, this free micro-blogging service consists of over 79 million blogs and is available through mobile applications, web, desktop and widgets. Watch this video for more information and insight into the world of Tumblr. Business Profile: Johnson Pools & Spas
Johnson Pools & Spas has been serving the Madison County community of Huntsville,Alabama for over 35 years and specializes in the design, build and installation of custom and budget friendly swimming pools. To fully and adequately display Johnson Pools & Spas’ builder, service and retail departments in an updated manner, we created a new website with branded social media accounts and a blog. We created a web presence for Johnson Pools & Spas that embodies their pool building, pool service and pool and backyard living retail store all in one. The newly launched web presence includes an up-to-date website, branded social media and an integrated blog. The New WebsiteJohnson Pools & Spas’ new website design includes easier navigation, up-to-date content and a sleek design that is engaging to customers. The strategic content was created on an analytic review of typical customer behavior, such as backyard and swimming pool design ideas, store hours and their current featured products. A great new feature to the website is where customers can schedule a service appointment. This makes it quick and simple to set up an appointment with the professionally trained staff of Johnson Pools & Spas. The website is also fully integrated to feature their new branded social media and blog. Branded Social Media & BlogThere has been a recent push in the pool industry to integrate social media accounts and blogs to the website. We specialize in making social media accounts and blogs that enable social sharing and search engine optimization value. For Johnson Pools & Spas, the new content marketing opportunities allow for fresh customer engagement opportunities. It will also support brand awareness and increase lead generation by introducing topics that are relevant to customers such as swimming pool design ideas, backyard living ideas, swimming pool accessories and service. To learn more about how you can establish a fantastic web presence, like Johnson Pools & Spas’ and our other great clients, contact us today! APSP Partners with Small Screen ProducerAPSP PARTNERS WITH SMALL SCREEN PRODUCER TO ENHANCE MEMBERS’ ONLINE MARKETING CAPABILITY
“Because APSP is dedicated to the growth and development of its members’ businesses, we recognize the need to offer our members an easy way to market to the new mobile-enabled, socially connected, tech savvy consumer,” said APSP President and CEO Bill Weber. APSP sponsored consumer research shows that today’s pool and hot tub prospects begin their shopping with an online search to help determine which dealers to visit. If a web presence is not up to par, consumers may never take the next step into a showroom. “A strong, professional web presence will help our members reflect success to today’s customer,” added Weber. The Pool Marketing site is a division of Small Screen Producer, and has provided full service strategic marketing solutions to help the pool, spa and hot tub industry sell the backyard living experience to consumers. Their professional web presence design teams can establish a complete online infrastructure to springboard internet marketing campaigns through the use of interactive, socially shareable websites, mobile websites, iPad friendly sales presentations, print design, exhibit design, social media marketing, video production, and search engine optimization services. “We are honored APSP has chosen us to provide online and traditional marketing solutions to its members,” said Pam Vinje, President and CEO of Small Screen Producer. “Our commitment to the membership is that we will seek to stay ahead of the technology curve through our ongoing commitment to researching the latest search engine, website design, social media, and mobile technology innovations and integrations. Our partnership with APSP will grant many more manufacturers and small businesses the opportunity to develop a much needed total web presence strategy,” says Vinje. The Pool Marketing Site has provided digital media marketing services to APSP International Awards of Excellence recipients, Pool and Spa News Top 50 builders, along with many service professionals, retailers, and pool and spa industry manufacturers and agents. In addition to marketing services to showcase members’ products and services, APSP members will also have access to monthly marketing webinars, hosted by Small Screen Producer and sponsored by APSP. Members can also get started with a free custom local SEO report card and a free online web presence marketing assessment. APSP members interested in taking advantage of this members-only discount program can visit www.poolmarketingsite or call 281-569-4370. With the addition of the Small Screen Producer’s Pool Marketing Site, APSP introduces another business services provider to its Member Discount Program. APSP reaches hundreds of companies serving the pool, spa and hot tub industry and selects only those who provide the highest value and quality products, sales, and service to participate in the Member Discounts Program as an Affinity Partner. About APSP About Small Screen Producer Small Screen Producer, headquartered in Houston, TX is a full service interactive digital media agency developing targeted, branded, content marketing strategies. We specialize in creating interactive web based media solutions that are not only searchable and socially shareable but virally engaging. Small Screen Producer is recently honored as a Houston Business Journal “Fast Tech 50” firm, a Hubspot Gold Certified Honors of Distinction firm and Goldman Sach’s 10,000 Small Businesses award recipient. For more information visit www.smallscreenproducer.com
Case Study: Splash Pool Services Video Success |
