Marketing Moxie Blog

30 Lead Generation Tips and Tricks

Posted by Melanie Tajaard on Fri, Nov 23, 2018 @ 15:11 PM

LG_3 (1)A good number of businesses are struggling in terms of growth. This can be attributed to a variety of factors for example economic conditions. However, most are suffering from what we could call “lead generation” problems. Most sales personnel have reached the end of the line because they believe they’ve hit the limit of people and businesses to sell to. A further misconception that sales is simply cold calling as many people as you can doesn’t help matters at all.

Yet for a business to be successful, it must be able to generate new sales leads or in other words find new business. The big question however is, “How many leads should be generated to be deemed enough?”

The number of sufficient leads varies from industry to industry or company to company but largely depends on how effective the following are:

  • Marketing strategy
  • Sales strategy
  • Website performance
  • Quality of content

According to a 2015 Demand Generation Benchmark Report by HubSpot, most industries except the financial one recorded a similar volume of traffic per month (10,000-50,000 visits). Nonetheless, an inbound marketing ROI calculator can simplify the process of establishing exactly how many leads a business needs to be successful in its marketing efforts. Based on revenue targets, the calculator assess the number of lead volumes to aim for.

But in as much as lead generation is important, statistics have shown that up to 68% of B2B marketers are yet to find success with it. Moreover, only 5-10% of sales qualified leads are successfully converted into customers. What’s more surprising is that only one in 10 professional marketers describe their lead generation efforts as “highly efficient and effective.”

As it turns out, most marketers and companies always think that they need more and more traffic. But in truth, they already have the traffic but are not converting it into sales. But why does this happen? Here are some of the reasons prospects don’t convert:

  1. Conversion aversion

This is literally where a page does not tell the first time visitors what to do next. And if they do, they don’t offer reasonable steps.

  1. Page pollution

This can be defined by crowded landing pages with numerous options, auto playing audio and videos, among others; simply a lot of confusion and poor design.

  1. Keyword disconnect

Not delivering what the visitor used to find the page in the first place. A disconnect between what the visitor is looking for and what they are being offered.

  1. Lack of credibility

This is simply failure to talk the talk and walk the walk by leaving no indication that the company knows its stuff or the industry at large.

  1. A one-way website

Another reason why visitors don’t convert is running a one-way website that does not encourage any form of interaction or show interest in engaging with web visitors or capturing their personal information.

There are many more reasons for failure out there but we can all agree that in the world of Inbound Marketing, it’s all about the leads. Usually, the website should be the hardest working sales person. But while we could sit here and talk about how lead generation is a science or a process or whatever, it’s the essence of the marketing funnel. As such More in Store, the leading marketing agency in Halifax Canada, has come up with 30 Greatest Lead Generation Tips, Tricks, and Ideas.

This guide looks at the secrets HubSpot uses to generate over 70,000 leads per month. The guide will teach:

  • The best lead generating content
  • How to create irresistible offers
  • Secret web optimization tools with A/B testing and much more

If you are a marketer, business person, blogger, or whoever, this guide is your yardstick to generating more high quality sales qualified leads. Download a free copy to great lead generation.

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Tags: lead generation

HubSpot for Startups-- the most powerful tool when you need to jump start your marketing

Posted by Melanie Tajaard on Fri, Oct 19, 2018 @ 07:10 AM

Copy of Copy of Copy of Hubspot for Start Ups (2)One challenge faced by many startups is reaching the right audience, either as a brand-new company or as a startup ready to scale. In a highly-competitive landscape, it can be difficult to gain traction and get the attention needed without being tempted to resort to cold calling and other often frustrating outbound marketing practices. In contrast – when done right – inbound marketing can appeal specifically to an ideal audience. In its simplest form, inbound marketing helps lure potential customers and investors to a company’s website – and keep them coming back. A software, such as HubSpot can help startups create and manage their inbound marketing efficiently, saving them time and money!

What is HubSpot?

HubSpot is an inbound marketing and sales software that helps companies attract visitors, convert leads, and close customers. It takes traditional marketing and takes control by optimizing your content for search engines and social media, as well as attracting prospects through innovative landing pages, calls to action, personalized email marketing campaigns, and so much more. HubSpot also gives companies the analytics and resources they need to make sure their inbound marketing efforts are working.

HubSpot for Startups

Over 6500 startups are using and succeeding thanks to HubSpot for Startups, and because they truly believe in their product – and in its power to help startups, qualifying startups receive up to 90% off Hubspot for Startups for the first full year and the discount continues with 50% off for the second year and 30% off for the third year!

It has quickly become a leading inbound marketing software for startups because Hubspot not only provides startups with their marketing, sales, and CRM software, but also offers education and support. 

What does Hubspot for Startups do?

Hubspot is the technology that powers Inbound Marketing, while Hubspot cut its teeth in the Inbound Marketing space, the tool now is so much more.

Hubspot for Startups is designed to jumpstart a startup’s inbound marketing as well as organize and analyze sales funnels, create innovative landing pages, automate email marketing, and so much more. It’s designed to let busy startups see their inbound marketing and sales efforts with a clear-eyed perspective. You’ll discover where your inbound opportunities are hiding out and get in control of where you should be focusing your marketing and content efforts.

Hubspot is the technology that powers Inbound Marketing, while Hubspot cut its teeth in the Inbound Marketing space, the tool now is so much more.

Startups know the value of timely growth and by saving on the right software to do the job you can focus on the strategy and plan to create marketing and sales that customers embrace.  That is where I come in, I have experiences working with start ups and helping customers putting the power of Hubspot to work for them with the right strategy and tactics.

 I’d love to tell you more about how Hubspot for Statups has fuelled growth for my clients, click to learn more.

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Tags: hubspot, startups

Can I just do a little bit of Inbound Marketing?

Posted by Melanie Tajaard on Tue, Oct 16, 2018 @ 07:10 AM

 

Inbound marketing has been shown to cost 62% less and generate three times more leads compared to traditional marketing techniques (outbound). Despite this, 75% of businesses do not yet have an inbound marketing strategy. This may seem to underscore another finding that shows customers spend up to 50% of their time engaging with custom content online. But before any judgment can be passed on inbound techniques, it’s important to note that online buyers navigate 57% of the buyer’s journey on their own without really talking to any sales person. All thanks to inbound marketing.

Inbound Marketing Methodology (1)

While there’s a list of grievances about how majority of businesses remain lukewarm to this revolutionary way of marketing, it turns out there are reasons for it. The biggest reason which is also a huge grievance is that these businesses don’t have a dedicated person to handle their inbound marketing segment. The few that unsuccessfully give it a shot let juniors/ interns handle it just because they are “digital natives.” Nothing personal against them but no junior can post relevant content all day, engage with customers online, and do other whatnots.

It would be wrong to claim there is no inbound marketing recognition out there. Nonetheless, there’s failure to appreciate professional services about the same and the turnaround they can provide. These services are all about making your marketing work for you one step at a time. Businesses are three times more likely to see more Return on Investment (ROI) from professional inbound techniques than traditional outbound techniques. And for those who need a reason to go the inbound way, that is just one of them. The other reasons to do it professionally are:

  1. Simplifies sales and marketing jobs-sales and marketing teams can come together to create powerful content with less hassle
  2. Increases visibility and brand awareness even for the smallest companies
  3. Educates prospects in the world they live in-majority of prospects do their research online. Therefore it’s more effective to meet them where they like to spend their time.
  4. Increases trust and credibility-random emails and calls are now viewed as unnecessary interruptions. But if you can let a prospect consume information on their own and be there to respond to them when they have questions or need to engage, it creates a credible image.

So can a little inbound marketing work? Yes it is possible to do a little of it internally. But the real magic usually really happens with a well thought out plan, strategy, and regular inbound marketing tactics. This is where the professionals step in and take the wheel.

More in Store Marketing believes that marketing efforts should be accountable. Honestly, there’s a lot that needs to be done in coming up with a strategy. But we make light work of this and relieve businesses of all the marketing headaches they may have had. Why not take the first step with a free Inbound Marketing Assessment.

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Creating Buyer Personas to Guide your Inbound Marketing

Posted by Melanie Tajaard on Mon, Oct 15, 2018 @ 14:10 PM

As a marketer you can’t be all things to all people. It can be helpful to get to know who you are selling to and who you aren’t. That is, the need to pinpoint exactly the kind of audience that is relevant to whatever products or services you are offering. This is where consumer psychographics come in.

Image 2-1According to Chron.com, a consumer psychographic is “a profile of a potential customer based on interests, activities, and opinions. It is a snapshot into a consumer’s lifestyle organizations often used to quickly identify potential customers.” In other words, psychographics explain why someone buys.

Hubspot says that to effectively reach the target audience, a marketer needs to understand both the audiences’ demographics and psychographics. Demographics being who your audience are, that is, age, gender etc, the dry facts about them. A combination of demographics and psychographics form a buyer persona: a semi-fictional representation of the ideal customer.

If not the most important, buyer personas are one of the most important parts of any marketing strategy. For those who are skeptical of this, here’s why they are so important:

  • Without them, marketers wouldn’t know what content to create. The whole purpose of constructing a buyer persona is to know who exactly to attract. Many businesses are struggling to understand the new buying behaviors of today or how to even keep up with them. Buyer personas highlight who the buyer is, their situation, how the situation has changed, and what they want to achieve/ satisfy.
  • Trust and interest are the heart of marketing. Buyer personas allow marketers to identify their customer’s pain points and focus marketing power on providing solutions. With the right content, engagement with potential customers remains relevant. Without it, trust as well as interest is lost and there’s nothing like making first impressions twice.

How to create buyer personas

Those who have been near the world of marketing know buyer persona is a term thrown around casually as if everyone knows about it. As it turns out, creating one is just as simple. Hubspot advises marketers to go about creating buyer personas through:

  • Research
  • Surveys
  • Interviews

To gather the relevant information, they offer the following methods:

  • Going through contact databases to uncover trends about how customers find and consume your content
  • Incorporating form fields on website forms to capture important personal information
  • Sales teams feedback on who they interact with most
  • Interviewing customers, prospects, third party networks, and even referrals
  • Making use of behind-the-scenes website analytics

After the data gathering process, marketers are left with raw but rich data about potential customers. The big question is often what to do with it. Often, the next step is usually to identify common interests and patterns among the interviewees. However, filtering all this information is never that easy or straightforward.

More in Store Marketing has come up with a free and downloadable template to create a buyer persona. The template organizes information gathered and then shares the created personas with the rest of the company. We understand that getting the psychographic data is important but what’s even more important is how to apply it to marketing. With our help, we make the data effective to marketing efforts across various fields.

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Canva: The Social Media Secret Weapon

Posted by Melanie Tajaard on Sun, Oct 14, 2018 @ 07:10 AM

Why I love canva- smallerSocial media has become a very visual marketing tool. According to Hubspot, 80% of marketers are using visual assets in their social media marketing. This means marketers have to produce graphics that are not only eye-catching and relevant, but also on brand. They also have to ensure these images are optimized for each specific social network. Graphic design can be a time-consuming and overwhelming endeavor, but thankfully online graphic design programs, such as Canva can help designers and non-designers alike easily produce attractive graphics for both web and print media.

Canva has a free version that allows marketers to use their simple drag and drop editor as well as create two folders to organize designs, have access to thousands of templates, get 1GB of storage for photos and assets, as well as access to photos starting at $1 each. The free version of Canva is a great starting point for marketers wanting to ensure the tool is right for them.

Once you start using Canva, you will quickly find yourself wanting to upgrade to Canva for Work – the paid version of Canva. Starting at $12.95 per month, the paid version of Canva is ideal to not only collaborate with team members, but also to keep your graphics organized either by client or brand. 

Canva for Work sets a team up for success by offering unlimited folders for designs, so you can separate images for specific campaigns, as well as offering the ability to upload custom fonts for your brand, save logos, set colour palettes and save templates accessible by everyone on a team. This enables everyone on a team to create graphics with a consistent look and feel.

One of my favourite features of Canva for Work is the ability to resize designs into set dimensions based on a social network i.e., Instagram, Facebook and Twitter at the click of a button, as well as resize graphics into custom dimensions. Canva for Work takes the excuses out of not having a well optimized and good looking social profile and marketing! 

If you are looking to improve your social presence, contact More in Store to review your marketing techniques and to gives you a broad-based analysis. We have set up Canva for Work accounts for several clients, including uploading logos, setting up folders, creating samples, and setting brand colours and fonts. More in Store can provide you with the insight to improve your online marketing to keep your brand at the top of customer opinion and drive forward the sales and engagement you require to ensure continued success in business.

Get started by downloading the More in Store social media sizing cheat sheet today!

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Tags: social media tips

Optimize your Inbound Marketing with a Hubspot Audit

Posted by Melanie Tajaard on Sat, Oct 13, 2018 @ 12:10 PM

If you’re reading this, then chances are you already realize the power of Inbound Marketing with Hubspot and therefore, you probably already know 54% more leads are generated by inbound tactics than traditional paid marketing (HubSpot State of Inbound). If you are a Hubspot user, you likely also understand that effective inbound marketing takes a well thought out strategy and time to devote to implementation and evaluation.

hubspot-items-1While the analytics of inbound marketing let you assess almost any aspect of your efforts, there is always something that needs your attention. As a business owner or marketer, it pays to take a step back and look at your inbound marketing efforts with objective eyes. But you know that kind of objectivity is nearly impossible when you’re a highly invested entrepreneur who lives and breathes your business. This is where a Hubspot Audit comes in. A Hubspot Audit gives you an accurate picture of your marketing presence and provides practical recommendations for improving marketing programs.

Inbound marketing review

Before you write your next blog post or enhance the SEO on your latest web page, let More in Store review your current Inbound Marketing Efforts. We will evaluate your content, your social presence, your efforts, landing pages and other key elements that customers see when they interact with you.

In addition to customer facing marketing, we will also review the back end of your inbound marketing efforts. We’ll focus on your specific needs, but common areas of focus include understanding and segmenting your customer for the most effective Inbound Marketing. 

Database Segmentation

One of the toughest challenges that marketers face is understanding who is in your database, how your contacts are different, and then deciding how to best market to them. The best place to start is by grouping your contacts by similar characteristics, and then building a strategy for each group. 

Defining these different groups is the art of segmentation, and getting it right is no small feat. You need both a framework to do it properly, and the tools to actually put your segments to use. 

If you are just getting started with segmenting your marketing database (or taking a step back to rethink how you’ve been segmenting for a while) More in Store can help!

Landing Pages Optimization 

How are your landing pages performing? How do they compare to similar businesses and to industry best practices? Do you have offers for different customer personas and different stages of the customer lifecycle? More in Store can work with you to determine what’s working, where are the gaps, what needs streamlining.

The Hubspot Audit is designed to let busy business owners and marketers see their inbound marketing efforts with a clear-eyed perspective. You’ll discover where your inbound opportunities are hiding out and get a grasp on what you can change today to better leverage your business’s strengths. Find out if a Hubspot Audit is right for you by clicking below.

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Tags: hubspot, inbound marketing

The Presence Audit

Posted by Melanie Taljaard on Fri, Apr 21, 2017 @ 11:04 AM


Entrepreneurs and small business owners appreciate the benefits of marketing, particularly if they depend on website or blog readers to drive sales. It's not always possible to employ dedicated personnel to carry out marketing campaigns or increase brand awareness, however.

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As a business owner you know the basics of marketing, but may not have time or professional knowledge to keep on top of constant business marketing issues on a daily basis. That's where the Inbound Marketing techniques of More in Store and the objectivity of the Presence Audit marketing review allows you to take a step back and review the current state of your marketing program and recommends improvements to ensure your business remains competitive within traditional marketing methodologies as well as within the modern Internet marketplace.

Benefits of the Presence Audit for your Business

A Presence Audit gives you an accurate picture of your business presence, allowing greater streamlining and more efficient, targeted marketing. Our objective audit of marketing entails review of all your company's marketing, including:

  • in depth interview with a key member of your team
  • mystery shop/location investigation, if necessary
  • customer contact
  • analysis of your complete marketing methodology, including a review of your online reputation and research into competitor information

Your More in Store Presence Audit will focus upon the competitive landscape facing your business on a daily basis, your position within the marketplace, customer perceptions and comments about your business, your pricing strategies and the promotional activities conducted by your business. All aspects of your business marketing will be audited, whether traditionally conducted within retail outlets or with customers on a face-to-face basis or if they are associated with your Internet website or social media presence.

A Presence Audit of your business marketing activities will not involve you in protracted negotiations or take up too much of your valuable business hours. We have extensive experience within the arena of marketing audits and our audit produces results within 10 working days.

Once the Presence Audit is complete you will be provided with a summary report and a full presentation outlining our recommendations to enhance your business marketing and increase sales and profitability.

Engaging More in Store to review your marketing techniques gives you a broad based analysis, providing you with the insight to improve traditional and Internet marketing to keep your public profile and brand at the top of customer opinion and drive forward the sales and engagement you require to ensure continued success in business.

Contact More in Store for further information or to book an initial assessment. Free Inbound  Marketing Assessment

 

Tags: evaluating marketing

Take inventory of your assets

Posted by Melanie Taljaard on Thu, Feb 16, 2017 @ 12:02 PM

So much of marketing focuses on the creation of great content. Create, publish, repeat. But while great content is important, it is also important to keep track of where it is going and what impact it is having. This is why everyone involved in marketing should schedule an inventory day, when you can take stock of what you have produced and how effective it has been.

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Why you need to take stock of your assets

The idea of taking stock of your assets will generally cause feeling of panic or boredom. However, by taking an inventory of your assets, you can build a clear picture of what you are offering, what works, and what needs a change of approach. This will allow you to be more efficient with the resources you have, which in turn will make your marketing more effective and efficient

How to Carry out an Inventory of your Assets

Taking an inventory of your assets involves more than just counting up how many blog post, ebooks, or tweets you have created over the past 12 months. A true inventory will delve deeper, looking at how the content is leveraged, shared and consumed.

Look at your content and your themes. No doubt you have dozens of quality blog posts. Is there a theme, could a group of blog posts be reworked into an ebook?

Looking at how various content has performed will enable you to make informed decisions about what you are doing right and what needs work. If you find a particular blog post has performed really well, you could consider turning it into a longer form piece or producing a follow up post. Which older blogs or ebooks performed well and could be updated and re-purposed?

Look for Gaps in Your Strategy

As well as using the inventory to think about what you are doing, it is also a tool to examine what you are not doing. It is possible that you are producing great content without even realising or sharing it. For example:

  • If you company has presented its product or service at an industry conference it is possible that PowerPoint presentations and other material could be repurposed and used as marketing content.
  • Your customers can be a great source of content. It is likely you are receiving feedback about how they use your products and services. Use this feedback to work with your customers to create testimonials and customer case studies.

It is recommended that a major content audit be carried out every 12 months with smaller, less details audits scheduled for every 3 months, to enable you to adjust and control your marketing strategy.

Once you’ve taken the time to review all your marketing assets it may be time to consider a presence audit—an outsiders review of your entire company’s presence.

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Tags: content creation, eBooks, social media goals, online presence

What they didn't tell you about Networking

Posted by Melanie Taljaard on Tue, Feb 14, 2017 @ 07:02 AM

Hands-up-who-hates-networking-events.jpgAsk any business coach how to grow your business and they ultimately preach about the many benefits of networking. These meetings can build valuable relationships that can help you stay connected to your community and other business leaders.

Networking can provide your business with a steady stream of leads - if you know how to do it properly. Networking can also be a huge time waster. Here's what those business coaches don't tell you about networking:

 

* You see the same people: Many coaches will tell you to join as many networking groups as possible. This doesn't always give you the exposure you want. You will start to see the same people over and and over again. If these people aren't right for your business, you will be wasting your time. Always keep your target market in mind and find people who are interested in your business, product or service.

* Networking takes time: All of those breakfast, lunch and dinner meetings may be tasty, but you will have to eat out on a regular basis for at least a few months. Don't expect a business deal after meeting someone for the first time, even if you think they will benefit from your product or service. Networking is all about building relationships, and people will have to get to know and trust you before they will purchase from you.

* You will be expected to reciprocate: If someone buys a product or service from you, there will be an 'unsaid' expectation to reciprocate the deal. You may not want what they have to offer, and that can strain the networking relationship.

* Pressure to deliver leads: Some groups pressure members to provide other members with leads. While giving leads to others in your group can be incredibly valuable, there are times when you have to say you just don't know anyone who would benefit from what they have to offer. This can cause friction between you and the others in the group.

Like all like all approaches to sales marketing, the key to success is knowing your target market and presenting your business in a way that helps others understand how you can help them. Is networking really generating leads and sales? Look back at your recent deals and think about the source.

Even if networking is working, chances are your connections are still going to google you tomorrow. I can’t stress enough the importance of polishing your online profile. Check out these great marketing resources to polish your online marketing presence. 

As you set out to grow your business—exploring every opportunity isn’t the best approach. You have to be laser focused and learn the art of saying no so you free yourself up to say to the right fit. I am selective about networking functions – I find they don’t bring me the leads. Don’t get me wrong, it is extremely valuable to get out in the community and connect with other leaders and support worthy causes, but then recognize it for what it is. I know if I am selling online it is far more valuable for me to spend time on SEO, blogging or a newsletter that “networking”.

So whether or not you are going to that next business after hours, I’d recommend that you polish up your LinkedIn page before heading out and get clear on your ideal customers as well as thinking about if they’ll be attending that event.

Loving LinkedIn -- A guide to creating an Effective Profile

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Tags: online marketing, linkedin, personal branding

Using personas to connect with your customers individually

Posted by Melanie Taljaard on Wed, Feb 08, 2017 @ 06:02 AM

People see and hear marketing messages all day long. It gets wearisome and as often as not, people are tuning out the steady stream of ads, trying to avoid even seeing them. People see popup ads on their computers as irritations, even when it is something they might be interested in.

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Too often advertising, or marketing, sends out a broad message. It is a huge billboard on the landscape, or a huge megaphone, broadcasting a message louder and louder. This is what people are tuning out. How do you compete with that, especially when the ones doing it are national companies with unlimited budgets? The answer is, you don't. There is no need in competing with something that is not really working.

When you want to sell to someone, you need to sell to them as an individual, just as you would if they walked into your store looking for a good or service. When you do your marketing, you need to talk to an individual person, as opposed to sending out a message to the masses.

When you do that, you are talking to a persona - which is a representation of your customer. People want to be talked to as individuals. The new "rule" in marketing is, you don't want to interrupt people to tell them your message. You need to be what they are interested in, so they will want to pay attention to you.

Creating a persona then, is getting to know your customer. It is essential that you speak to people individually and that you reach them in their area of interest. To do that, you have to know who they are. In selling your good or service, you should not be trying to reach every single person in the world because not everyone is going to want your product. There are certain people who do, and the more you know about those people, the more effective you can be in getting the message to them and connecting with them in a more personalized way.

One way to start the process is by conducting surveys on your website. Surveys are a great way to learn about people, and make it fun so they will do it. Encourage customers, and visitors to your website, to give feedback. If you can establish a forum of some kind, you will get valuable information about who your customers are. Also try to find out why people bought your product, so you will know who the people are that want what you are selling. Asking for feedback when someone makes a purchase is also a good idea.

Consider customer interviews or focus groups to dig deep into customer perceptions and opinions. Hubspot offers an excellent tool to build personas. Check it out here

If you take the information you have gained, you an create a profile of the typical customer who bought your good or service. This is a persona. It can be simple or complex, but once you have a persona, then you can market to that person. Talk to that person as an individual. If you have more than one product, or if you have categories of products, you can do the same thing with each one. If you can speak to them as an individual in an area of their interest, they will want to listen to what you have to say.

You could do this yourself, or hire me to help you.

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Tags: inbound marketing