mafsi 2016 - inbound awesomeness by tmc digital media's erik macpherson
TRANSCRIPT
Inbound MarketingLead Generation
Inbound Awesomeness:How Reps Are Using Websites, Social Media, and a CRM to Maximize Leads
ErikMACPHERSON…...........@erik_mac9
…...
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[email protected] favorite beer is St. Pete, FL’s 3 Daughters Dunkel, and I love IndyCar
ChadSTAMM…...........@CScopywriting
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. [email protected] enjoy traveling with my family, Rotary, Guinness, the Gators, and my vertical smoker named Dolly.
WE KNOW YOUR INDUSTRY
1000s of blogs/landing pages written/published
100s of content offers created and published
10,000s social media posts published
100,000s emails created and sent
100s of LEADS GENERATED
WE KNOW YOUR INDUSTRY
AGENDATHE NEW SALES PLAYBOOK
WEBSITE ‘MUST HAVES’
WHAT IS INBOUND MARKETING
MAKING THE MOST OF SOCIAL
WHY USE A CRM
78% of Internet users conduct product research online.
NO MORE INTERRUPTING.ASK FOR PERMISSION.
THE ROLE OF THE SALES REP IS CHANGING.
SALES SHOULD RECEIVE THE MOST QUALIFIED LEADS.
SOURCE: Moz.com
ASK YOURSELF THESE QUESTIONS:DO YOU KNOW:
• Monthly website visits?• Monthly new contacts/leads you generate?• The number of conversions per month?• The number of sales qualified leads per month?• The number of new customers per month?• The number of new candidates you recruited
through your website?
WEBSITE MUST HAVES FOR 2016
REMEMBER THESE??
WELCOME TO 2016 MAFSI MEMBERS
WELCOME TO 2016 MAFSI MEMBERS
MUST HAVES
Blog, Blog, Blog!! Use More Real-Estate Have Structure Drive Conversions Be Mobile Friendly - Responsive Content Management System
(CMS) Analytics CRM Integration
FREE RESOURCE: http://success.tmcdigitalmedia.com/25-critical-elements-for-your-foodservice-website
Companies that blog get
website visitors.55% more
BLOG, BLOG, BLOG
BLOG, BLOG, BLOG
Why Blog?
• Increases overall traffic - SEO
• Educates your Buyers
• Content can be shared via email and social
• Leads to conversions (LEADS)
USE THE REAL-ESTATE
STRUCTURE – CONTENT• Use Headlines• Primary Call(s)-To-
Action• Remarkable Imagery• Benefits• Simple Navigation• Gated Content Offers
(Forms)• Contact Information• Embrace white-
spaceBonus Tip: ABRAlways Be RecruitingFREE Resource: http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-Infographic.aspx
DRIVE CONVERSIONS
CONVERSIONS = LEADS
RESPONSIVE – MOBILE FRIENDLY
20%+ Mobile Traffic• Tablets• Phones
Mobile leads to more conversions
50%+ Emails are opened on mobile devices
USE A CMS
CMS = Content Management System
• Easy to update content
• Blogging platform• SEO Friendly• Responsive Designs
ANALYTICS – USE TOOLS
WHAT IS INBOUND MARKETING?
WHAT IS INBOUND MARKETING
SOURCE: insideout.com
Tradeshows
Print Materials
Calendars
Blogging
PDF/Video Downloads
Social Media
STARTS WITH BUYER PERSONAS
Semi-Fictional Characters that Represent Your
IDEAL Customers
HOW TO CREATE PERSONAS
Talk to salesInterview your current customers
Research your current customers
Look at data
1
2
3
4
FREE RESOURCE: http://success.tmcdigitalmedia.com/how-to-create-foodservice-equipment-buyer-personas-guide
THE BUYER’S JOURNEY
THE INBOUND METHODOLOGY
MAKING THE MOST OUT OF SOCIAL MEDIA
WHY BE ON SOCIAL• High Visit-to-Contact
Conversion Rates
• Delight Your Customers
• Back-sell to Factories
• Keep your Brand(s) Top of Mind
• Focus On The ’BIG 4’
WHAT TO DO - GET SOCIAL• Create personal
AND company profiles (with a PHOTO)
• Build your brand – company and personal
• Use a Publishing Tool
• Dedicate 30 mins per week
• Twitter and LinkedIn
MAKE IT EASY - GET SOCIALUse Publishing Tools
HubSpotHootsuiteSproutSocial
Promote Content From Your Website
You’re an industry leader, right? Then lead. Educate.
SHARE COMPANY CONTENT - GET SOCIAL
WHY USE A CRM
WHAT IS A CRMCustom Relationship Manager
Tracks every interaction with current and future customers
Contact InformationPhone CallsLog EmailsSocial Media FeedsDealsLifecycle Stages of a LeadFORECAST REVENUE
WHY - CRM
WHY - CRMEmpower Sales PeopleDoes your sales team have a clear process for whom to call and when? If not, you might want a CRM that gives them insight into which prospects are most engaged.
Does your company work on large B2B deals that require you to interact with many people inside one organization? You might want a CRM that can easily pull and organize someone's data based on the company they work for.
How do you primarily interact with leads: by phone, email, social media, or a combination? You should find out how different CRMs could make prospect interaction easy for reps.
WHY - CRMEmpower Sales People
Sales Intel• Track email opens and clicks• Track when buyers are on your
website• See profiles right in Outlook or
Gmail• Schedule emails and use templates
for best response rates
WHY - CRMEmpower Sales People
Gmail Integration (COLLABORATION)
CRM Integration (INTEL)- see most recent engagements- view Tweets
Use Templates (QUICK & EFFECTIVE)
Schedule Emails (ALL ABOUT TIMING)
SUMMARY - TODAY’S SALES REP
Know Your Ideal Customers.
Leverage Technology and Tools.
Educate. Educate. Educate.
Analyze. Rinse & Repeat.
QUESTIONS?
Thank You!