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Closing The Marketing and Sales Loop

Posted by Justin Phillips on April 23, 2015 at 9:00 AM

Do you have a closed loop between marketing and sales? If not, you might be leaving revenue on the table for someone else to collect.

What is Closed loop marketing?  Basically it describes a system in which your sales team and your marketing team work together using the data marketing gets from its analysis to qualify leads and generate higher quality leads. It holds both groups accountable for follow up, and gets them to align their goals.

Here are the four steps of the process, as explained by the software and marketing company Hubspot:

Step 1.  You Have a Visitor

Your website gets a visitor, and a cookie tracks their actions and allows your sales and marketing teams to trace them to their original source, whether they arrived at your site via social media, a web search, or by simply typing in your URL.

This lets you know how different marketing efforts are doing and adjust accordingly. If you make your website the hub of all your inbound marketing efforts, you've begun to close the loop.

You should also create a tracking URL for every marketing campaign directing traffic to your site, in order to get a better grasp on where visitors are coming from.

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Topics: Inbound Marketing, Sales

3 Ways Social Media Can Help Market Your Manufacturing Company

Posted by Greg Cawood on April 21, 2015 at 8:30 AM

Today's Facebook "Like" Could Be Tomorrow's Customer. At this point, pretty much every business has some sort of social media presence.

The question is: Does your manufacturing company use social media the right way?

Here are a few steps companies can take to use platforms like Facebook and Twitter to do manufacturing marketing, along with a guide for using social media to prepare for -- and promote yourself during -- a trade show.

1. It's Social Media, So Be Sociable

Your Twitter feed and Facebook page should read more like a conversation than a broadcast. Reply to questions whenever possible and retweet and favorite praise. On Twitter, follow your customers back. On Facebook, become a fan of other local businesses.

Twitter and Facebook are a great way to share what your company is doing and to gain feedback from your customers. Don't just make your page about yourself. Share articles about trends in your industry, or interesting local news stories. Remind your customers to set their clocks back in the fall, and wish them a happy Thanksgiving.

But also use this space to share whatever content you've created elsewhere, whether it's a blog post that appears on your website, or a welcome video. Social media gives your company a chance to do some inbound marketing.

And it's OK to have a sense of humor. To see how a manufacturing company can do Twitter well, look to @ToyotaEquipment, which ends up on a lot of lists for its mix of funny and informative tweets.

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Topics: Social Media, Inbound Marketing, Manufacturing Marketing

Stop Apologizing For Your Out-of-Date Website

Posted by Justin Phillips on April 16, 2015 at 8:30 AM

Take it from a website design and online marketing company that’s been in business for more than 15 years: It's usually pretty easy for customers to tell if you have an out-of-date website. How? It could be your site’s behind-the-times look. After all, trends in website design do tend to change every few years. It could also be your site’s lack of fresh, regularly updated content. (Or maybe it’s the "Copyright 2010" symbol in the bottom right-hand corner of your homepage?)

Whatever the case, there's no need to keep apologizing for an antiquated site. Instead, it's time to focus on getting set up with a site that looks current, and more importantly, a site that converts visitors into prospects.

No matter what you’re selling, it's an undeniable fact that the Internet is where many of your customers will first encounter your company. And to paraphrase the old shampoo ad, you'll never get a second chance to make a first impression with your website.

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Topics: Website Design

3 Marketing Videos Your Website Needs

Posted by Justin Phillips on April 14, 2015 at 8:30 AM

Video is taking over the internet. In just two years, video will be responsible for close to three quarters of all internet traffic, which means video marketing is more important than ever for your business.

More and more online users prefer video to text when they want to be engaged, entertained or informed. And although people want information, there's a lot of it out there to digest. Video can help give customers that information in an easy-to-understand manner, while also going a long way to personalizing your business.

There are three ways video marketing can bring more people to your company's site.

  • Search engine spiders visit popular video portals on the web, and then follow the link from your video back to your website. It gets your site indexed in record time, and in the case of businesses that aren't in a very competitive niche, you'll wind up with a higher search engine ranking.

  • Putting video on your company's homepage and landing page means customers will spend more time there. That brings your “dwell time” which effects improves your page authority, which in turn means your ranking on search engines goes up as well.

  • Video sites like YouTube see a massive amount of traffic each day. YouTube has over 1 billion users, uploading 300 hours of video every minute, according to the site's own statistics. If you make an engaging video, you have the potential for a huge audience, who will follow you from YouTube back to your site.

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Topics: Inbound Marketing, video marketing

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