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.

Download Now

Tags: lead generation

Hubspot Marketing Pays Off-- Grow your business with Hubspot!

Posted by Melanie Tajaard on Thu, Oct 09, 2014 @ 20:10 PM

I am my way back from Iqaluit, Nunavut.  I never thought I would pick up business in such a remote area of Canada.  The story of how I came to speak at the 23rd Annual Nunavut Trade Show and Conference is a true testament to the fact that Inbound Marketing can give a small, local business big reach!

More in Store was Atlantic Canada’s first Hubspot Agency Partner.  In 2012, I was fully Hubspot-certified  - both personally and as an agency partner.  When I discovered Hubspot, I had been doing Inbound Marketing for quite a while, so finding one tool that facilitated all Inbound Marketing tactics in one platform was dreamy. 

love_hubspot

I immediately began using Hubspot for my own marketing needs, and then, once I mastered it, I rolled it out to my clients.  Thanks to Hubspot, my website ranks number one when you search keywords related to: Hubspot agency, Hubspot trainer, and Inbound Marketing consultant -  even in Iqaluit.  

When the team behind the Nunavut trade show and conference decided they needed an expert to present on Inbound Marketing, they found me.  Hubspot helps your site come up high when clients search for your offering.  Hubspot also has all the tools you need to convert a prospect to a lead.  With Hubspot, you’ll also have rich analytics to understand your prospects and customers’ interaction with your website. 

Ready to start being found by prospects near and far?  

Connect with Me!

 

Tags: online marketing, hubspot, lead generation

More Efficient Marketing Spending: Why You Need Effective Calls To Action On Your Website

Posted by Melanie Taljaard on Fri, Jul 11, 2014 @ 13:07 PM

Growing a business is not just about spending money, but about spending your money effectively.  Everyone knows that businesses need to market their products or services, but blindly throwing dollars at marketing promotions does not always reap full benefits, and can in fact be a gigantic money sink for any business.  When a company makes the move away from a simple marketing campaign and incorporates specific calls to action for their target audience, business owners start to see a better return on their marketing investment.

Tracking recruitment image

A Better Method Of Tracking

Business owners have to ask themselves a lot of questions, and in the area of marketing three are of particular importance:  What was the ROI for the last three marketing campaigns?  Which marketing strategy generated the most click throughs?  What is the customer persona that can be used to tailor future campaigns to those customers most likely to do business with the company?  If a business owner does not have the answer to any of these readily at hand, he or she may be wasting their marketing dollars.  Calls to action create unique links that businesses can use to track all of the traffic that is created by a specific marketing campaign so the owner can analyze where their marketing dollars are best spent.

Taking Advantage Of A Customer’s Interest

Customers who take the time to read a company’s marketing materials, whether it be a blog post, an email or printed items, are already engaged with the company effective marketing then gives the customer a little push to make the sale.  Marketing materials put customers in the right mindset to do business with a company, but if business owners put the onus on customers to take action on their own accord, they are expecting too much.  Calls to action are a tool to guide those customers by asking them to do as little as possible to continue their engagement with the company.  Rather than having to look for a url or type an address into the search bar, a call to action asks customers to do nothing more than click a link that the business has already provided.

A Subtle Way To Sell

Finally, a call to action gives business owners the opportunity to create subtle ways to sell their products and their company.  Customers do not like to feel as though they are being given a hard sales pitch every time they go online, and calls to action let businesses work in a subtle sales pitch when the company has piqued their interest.  This kind of call to action is most effective when it is used in conjunction with informational blog posts or web pages that speak indirectly about the company. 

The company’s bottom line is affected by every dollar that is spent, so finding a way to spend those dollars more effectively is essential.  Look for a marketing specialist that understands the importance of calls to action for your company, and watch the company’s profits climb.  Ready to put calls to action to work for you?  I have a free ebook on that too http://www.moreinstore.ca/the-step-by-step-guide-to-mastering-the-design--copy-of-calls-to-action

How do call to actions work?  Take for example one of my most popular ebooks, Creating an Effective Facebook Fanpage.  You’ll read a blog on my site about Facebook marketing, perhaps this one Facebook not delivering like it used to? And that blog promotes the ebook.  By downloading the ebook my prospects get to learn more what it would be like to work with me – you’ll read my thoughts and views on Facebook marketing and I’ll get the prospects email address (with permission of course) and then I can remarketing to you about Facebook training sessions or other product that may be of interest to you. 

Ready to put Calls to Action to work for your website? 

Tags: marketing roi, evaluating media efforts, inbound marketing, website marketing, lead generation, online marketing

Spring Cleaning for your Marketing

Posted by Melanie Taljaard on Fri, May 09, 2014 @ 07:05 AM

hubspot provider halifax

 

Spring has been terribly late coming to Nova Scotia.  That’s if it’s here at all.  So perhaps you’re justified if you haven’t started your spring-cleaning yet. Spring cleaning isn’t just for the home – your marketing could likely use a little spring cleaning too!

Just like spring cleaning around the house – the list of things you could do to tidy up your marketing is … well, endless.  But I am not going to suggest you wash down every wall and baseboard, rather here are my top 7 tasks to freshen up your marketing this spring.

1.             Review your goals and results. 

We are ¼ of the way through 2014—you still have lots of time to achieve your goals (if you wrote some).  If you didn't write any – it is not too late.  Create goals that can be achieved in the next 8 months or review your goals and evaluate your efforts to date.  

2.             Clean up your lists

When was the last time you cleaned up your list (from your lead management tool or your email marketing tool?)  Hard and soft bounces are costing you (hard dollars if you pay per contact) and they may also be causing you deliverability issues as bounces are held against you by many email providers.  Did you know the age of a lead is a significant factor in the likelihood of conversion?  More leads aren’t always better—old inactive leads should be cleaned out.  Just like you take the garbage out now and again, it’s time to review contacts—clean out bounces, segment your lists and tidy them up.

3.            Dust off and Repurpose the Good Stuff

Content is king-–well-crafted content is valuable stuff.  Google loves it (which helps you come up higher in search and your prospects love it too).  Of course the well-crafted part of that is essential.  If you have an ebook, guide, webinar, newsletter or blog that your clients appreciated at one point – there is a good chance you could repurpose it by freshening it up and putting it to work for you.

4.             Throw out the unused tools and programsmarketing spring cleaning

Sometimes spring cleaning can be profitable if you have a garage sale with the finds.  Marketing spring-cleaning can also result in savings.  Review the programs and tools you’ve signed up for and cancel or unsubscribe from what you are no longer using. 

5.             Have a quick walk through your entire website

When was the last time you had a quick walk through your website – checking on each and every page for broken links, missing alt tags, page titles that could use a little cleaning up?  Use a tool to make this tedious but important task beneficial.  I use Hubspot Page Performance tool to see all my webpages in one snapshot.  It highlights and prioritizes what needs my attention.

6.             See who is supporting you and say thanks

Nothing speeds up spring cleaning more than team work – whether it’s the neighbor that helped rake up last year’s leaves or shared a load of garden mulch. In the world of online marketing help from other organizations often comes in the form of inbound links.  Have you had a look lately to see who is sending traffic to your site? You may be surprised to see who supports you.  Review your incoming links and take the time to say thanks to those who support you with a link.

7.             Set priorities and focus for the coming months

Are the lazy hazy days of summer right around the corner?  I am not so sure, and in my business (and likely yours too) there will still be lots to do).  It’s time to set priorities and refocus to make the most of the next 8 months of 2014.

Do you think your marketing could be more effective?  If so contact me today for a free inbound marketing assessment.

Connect with Me!

Tags: evaluating marketing, evaluating media efforts, inbound marketing, internet marketing, website marketing, lead generation, online marketing, Marketing planning

Understanding Google's Algorithm

Posted by Melanie Taljaard on Wed, May 07, 2014 @ 16:05 PM

In a typical search engine query, there are thousands, even millions, of web pages containing helpful information. The algorithms that provide these results are the computer formulas and processes that takes users’ questions and converts them into answers. Today's Google algorithms depend on over 200 unique signals or clues that allow it to guess what users are searching for. These signals

A September 2012 presentation from the Google Engage Conference in Vancouver showed that 4.8 billion Canadian Google searches are performed each month alone.

In the beginning

The earliest days of Google weren't that long ago either, only stemming back to the late 1990s to 2000s. Google and its search engine counterparts mainly worked as machines that matched keywords and counted links. Back then, a website could receive a high ranking by a simple Google and SEO two-step process that went like this:

  • Include keywords or keyword phrases into every web page or website as many times as possible
  • Get as many inbound links as humanly possible

The beat goes on

However, the "fun" wouldn't last as Google discovered weaknesses that required attention, and when addressed would provide higher quality results for its users. In 2003, the search engine began introducing various changes to its algorithms, some quite minor, but others with major changes. With the past earthshaking algorithms like Panda and Penguin, Google was responsible for considerable crackdowns in practices such as keyword stuffing, content farms, thin content, high ad-to-content ratios, and numerous other black hat tactics. These algorithms also had a direct effect on greatly reducing search engine rankings for article directories, and gaming and porn websites.

The next step

Then, with the February 2013 introduction of the highly overhauled "Hummingbird" algorithm, Google and SEO practices have provided users with dramatically increased. Google began to recognize full question queries with high emphasis on quality content. Hummingbird is thought to have affected around 90 percent of all queries, not to mention change how Google processes its user requests. It does still maintain the traditional factors like PageRank but includes more complex methods to reach its results.

For example, someone may search for "Where can you buy vintage Michael Jordan sneakers?" The updated Hummingbird algorithm will present the user with results that direct them to e-commerce sites that carry the sneakers, shops that carry vintage sporting goods, or other places that would carry the item. The search engine should hopefully understand the query and provide the various results rather than the previous keywords of only "buy sneakers."

The infographic below provides the full Google algorithm changes history:

Visual History of Google Algorithm Changes

Mobile searches

Among the new improvements in Hummingbird is the mobile search. According to the Vancouver Google conference, it was shown that mobile searches have local Canadian attention. Smartphone usage is growing based on the proximity of the searcher to e-commerce places. For example, overall Canadian usage shows that:

  • 60-70 percent of Canadians are on mobile
  • 80 percent are on a smartphone
  • 83 percent use mobile on the go
  • 72 percent use mobile in restaurants
  • 77 percent use mobile in stores
  • 86 percent of smartphone users notice mobile ads

How does this relate to marketing?

The latest Google algorithm also strongly encourages:

  • keeping a close eye on link profiles
  • maintaing good content strategies through regular, helpful content targeted at the targeted audience
  • staying active on social media related to one's industry

As today's businesses move into the latest Google algorithm, the most successful ones will gather their Google and SEO data by providing their audiences with pure information as well as differentiating their products or services from their competitors. This in turn will give consumers greater choices.

While it is important to design and write websites for Google.  It is still most important to write your website for your customers.  Your website is mostly likely going to be a prospects first interaction with your company. 

Is your website as hard working as you are?  If you think your website could be doing more for you consider a strategic Inbound Marketing program to convert more site visitors to paying customers, learn more here...

Free Inbound  Marketing Assessment

 

Tags: selling online, marketing roi, evaluating marketing, inbound marketing, search engine marketing, website marketing, lead generation, online marketing, hubspot

Marketing, smarketing: How well are you doing it?

Posted by Melanie Taljaard on Tue, Jan 21, 2014 @ 10:01 AM

10 Useless Things to Cut From Your Marketing eBook CoverWhen it comes down to the nitty-gritty, Internet marketing can be a pretty daunting task. Social media is essentially free, but the time required to do social media can cost you manpower. In today’s business world, most businesses are found on social media and that’s the first point of contact for many. Social media has become a necessity to run a successful business. At this point, it’s not a matter of if you are on social media; it’s a matter of how well you do on social media. 

In this fast-paced world of digital marketing, and the ever-changing features on social sites like Facebook, Twitter and LinkedIn; it’s hard to keep up. Now, although this has made marketing easier, it has led the way for marketing to be a little disorganized. Are you focusing the right efforts towards the right things, to target the right people? As the marketing tools have changed, so has the way we need to go about marketing. Many businesses are still implementing old practices that are hogging resources and not yielding the best market-driven results.

Let’s bring it back to the basics. We want to concentrate our efforts to one specific, overseeing objective: We want to turn prospects to visitors, visitors to leads, and leads to customers. By starting with social media, we can lure in our prospects and begin the conversion process. So, what do we need to do? 

Blog! Call-to-action! Social posts!

By blogging, posting on social media outlets, and interacting online with your publics and like organizations, you will be able to build new and nurture existing relationships. Knowing how to do it properly will save you time and money, and even make you more! With this new guide, 10 Useless Things to Cut From Your Marketing, you will learn ten things a lot of marketers do while marketing that are now outdated tasks, serving no value to their business.

In this informative FREE eBook from More in Store Marketing Solutions, you’ll learn about cutting on-page search engine optimization and focusing on keywords, links, user experience and conversions. You’ll learn about blogging and creating exceptional marketing offers and converting those leads from your website to customers. You know, 92 per cent of businesses that blog on a daily business have acquired customers from it. I’m part of those businesses! It’s worked for me; let’s make it work for you! Learning how to deliver the right content to the right people will lead you to smart marketing, or, “smarketing.”

Download this FREE informative eBook from More in Store Marketing Solutions today! Click below.

Click here to download the eBook!

Tags: inbound marketing, blogging, internet marketing, website marketing, halifax marketing consultant, lead generation, online marketing

Effective Facebook Fanpage Download Fully Updated for 2014

Posted by Melanie Taljaard on Fri, Jan 17, 2014 @ 16:01 PM

Did you set a business resolution with the New Year upon us? 


We are two weeks into 2014, behavioral experts say it takes three weeks of an activity to become a habit, so if you’ve made changes to your marketing at the beginning of the year, you should be well on your way to creating some sustainable new practices.

Facebook Fanpage eBook Cover 2014Despite the best New Year’s resolutions, reality would have it; most of the successful entrepreneurs I work with do not have the time to devote to their marketing efforts.  It’s not that marketing isn’t important to them; it’s rather they understand the value of working with an expert to achieve their marketing goals that otherwise may only receive sporadic attention.  

If you are active in social media, you know that the platforms area always changing.  Take for example cover photos. When Facebook first launched cover photos, there were many restrictions on what businesses could put on them.  Those restrictions have been lifted, but have you had a chance to update your cover photo—giving it the attention it deserves?  Are you up to date on what makes an effective cover photo while following Facebook guidelines? 

Last year one of the most popular downloads from my website was Creating an Effective Facebook Fanpage.  This guide helped many businesses enhance their Facebook Fanpages and helped others to realize that they’d rather outsource their social media presence to an expert. 

If you are not using social media or Facebook as a part of your marketing mix, it’s time to put these vital tools to work for you.  Need to be convinced or to convince somebody else (like your boss)? This guide also has lots of great stats on the merit of Facebook for marketing your business. Here is a sneak peak of just two:

  • It’s vital for businesses to have a Facebook presence as 80% of Faceook users prefer to connect with brands on Facebook. (WordPress Hosting SEO)
  • 47% of Americans say that Facebook has a greater impact on their purchasing behavior than any other social network. (State of Search)

With more than 1.19 billion active monthly users, Facebook has become the new word of mouth (or perhaps words of mouse).  Done right, Facebook makes it easy for others to learn about your brand and for people to tell their friends about you.  Chances are, your best clients’ friends would likely also make amazing clients for you. 

This important marketing platform cannot be left to chance.  Just because the boss’ teenage daughter is always on social media, doesn’t mean she is equipped to create and manage an effective Facebook Fanpage.  Many small business owners are tempted to delegate social media to the person ‘who is on social media’.  While being on Facebook may give you the comfort of how the tool works, Business Fanpages have many unique features and apps. Understanding the nuances of a Facebook Fanpage and the special features to market your business on Facebook can set you apart and create a wonderful online presence for your prospects and customers alike. 

A lot has changed since I first launched the Creating an Effective Facebook Fanpage – Edgerank is no longer, and you’ll find the info now under Facebook’s Algorithm.  Many marketers have been noticing a decline in the reach they can achieve following Facebook’s changes.  Understanding Story Bumping and Last Actor sheds light on how Facebook chooses to serve up content and how you understanding these recent changes will allow you to make the most of every post you publish.  

Even if enhancing your Facebook Fanpage isn’t on your list of marketing tactics for 2014, take a moment and download this free eBook. I’m sure you’ll see the benefit of Facebook Fanpages working for YOUR business.

Click here to download the eBook!

Tags: social media marketing, social media tips, blogging, inbound marketing, facebook marketing tips, internet marketing, halifax marketing consultant, lead generation, online marketing, hubspot halifax

Lead Generation Lessons for Online Marketing

Posted by Melanie Taljaard on Thu, Feb 07, 2013 @ 13:02 PM

Canadians spend a considerable and growing amount of time online.  With the wide spread adaption of Smart Phones, many Canadians’ time online starts before they even get out of bed girl on computer in bedand our love for the Internet continues throughout the day, at home and at work and often during the commute between the two. 

It might be the long winters, or the national pastime of keeping tabs on Justin Bieber.  Whatever the reason, Canadians are spending more time online than any other country, including highly wired societies such as China, South Korea and the United States.

Canadians, on average sit in front of their computers for a whopping 45.3 hours a month, taking in content from some 98 websites. The majority of that time is spent on social networking sites such as Facebook. Read more about Canadians use of the Internet here.  

But Canadians aren’t just playing, or looking at friends’ photos online, they are also buying online and doing pre-buying research. Online shopping for the 2012 Holiday Season was expected to represent a 2% increase in sales.

While not all items lend themselves to being sold online, the spectrum of products we are willing to buy online is growing.  Savvy marketers don’t miss any opportunities to serve up a buy now or add to my cart option or the chance to capture my email for future marketing. 

A growing number of visitors to a website may be bragging rights for some marketers, but savvy marketers know that a visit is not enough.  Today’s well optimized websites are designed to capture a lead.

Capturing a lead allows the business to reach out to the once browsing visitor with a series of well thought out and timed offers.  Too many sites let visits come and go without presenting the opportunity to start a dialogue.  It’s kind of like letting hundreds of highly valued customers come and go in a retail store and the sales representative never saying hello, asking if they can help or telling them about the big promotion next week. 

It seems absurd to think a retailer would pass up the opportunity to engage a customer in store, yet many sites don’t take the chance to capture leads and create a plan to engage with prospects and customers.

A website that has evolved from having visitors to capturing and engaging leads  is equipped to build powerful relationships with potential customers and customers alike.  Customer data is powerful, and if you have a website you have the potential to learn a great deal of customer insights and marketing opportunities through proper lead generation. 

The attached ebook has dozens of useful insights collected by Hubspot from more than 4,000 businesses.

Download Now!

Tags: social media marketing, blogging, lead generation, online marketing