Effortless Digital Marketing Get more customers with less work Good - - PowerPoint PPT Presentation

Effortless Digital Marketing

Get more customers with less work

Good afternoon and thanks for joining us today. Today we’re going to talk about how marketing automation can have an amazing impact on your business. Before we get started, I’d like to take care of some house keeping issues. If you have any questions, just type them into the go-to-webinar box. I’m running solo on this webinar today so if I don’t see your question right away, don’t panic, I’ll be sure to get to is. Secondly, this webinar is being recorded and everyone in attendance will receive an email in the next day or so with a link to the recording.

TRIAD BUILDING PRODUCTS DIAMOND HOME IMPROVEMENTS

Today we’re going to meet 2 companies, in the same industry, that are trying really hard to grow their businesses and have the same customer base. We’re going to meet the men and women at Triad Building Products and Diamond Home Improvements. Both companies sell windows, doors, siding and general building materials. Both companies are using online channels for their marketing efforts and both are getting uniquely different results. We’re also going to introduce you to the buyers. This is a couple that are in need of new windows for their home. We’re going to walk through their buying process and how one of these companies is better engaging with the buyers.

Triad Building Products James Monica Paul

Let’s take a look at some of the players. We’ll start with Triad Building Products [click] James: Owner. James is very busy and wears a lot of hats [click] Monica: Marketing person. Monica has been with Triad for about 5 years and like everyone at the company, is very busy and does a number of different things. Monica has been instrumental over the years in getting Triad to use the web more and more for their marketing. They have recently

• built a new website
• PPC for about a year
• Started, stopped, started, and stopped social media efforts
• Sending out an email newsletter for about 2 years.

[click] Paul: Business development.

At a recent staff meeting James was reviewing the results of their marketing efforts and to look at the data from the different marketing campaigns that they are running. There’s a lot of anxiety at this meeting because sales are flat and their efforts to change that, haven’t been working.

After this recent meeting, James concern and frustration is dialing up quite a bit. He’s spending more money, especially online, and their sales are still flat. His frustration is compounded because James knows other companies in their industry are having good success, online. That’s why he increased the marketing budget. Outside of that, he just doesn’t know what to do.

Paul: As you can imagine, Paul is feeling the heat. Everyone is pointing at him and his team, but it seems like the leads are down and the majority of the sales leads that his team is getting are tire kickers and his guys are getting tired and frustrated with wasting time with these people.

Monica’s concern: she is stretched as far as she can go. Paul keeps asking for more and more leads, but she literally can’t do any more without more staff and James has already said that there won’t be any more people added until sales increase. Monica understands where both James and Paul are coming from but she just doesn’t know what to do.

diamond home imp. Brett Val Jack

Now, I’d like to introduce you to another company, Diamond Home Improvements. Diamond is located in the same town as Triad and they sell the same products to the same profile of customers. Unlike Triad, however, Diamond is having a really really good year. Sales are up, profits are solid, and their marketing costs are actually down. [click] Brett: is the owner of Diamond Home Improvements [click] Val: is the marketing manager for Diamond [click] Jack: is their business development manager

At a recent staff meeting, Brett was going over their sales and marketing numbers with everyone and was really excited about what was happening, with their business. During the conversation at this meeting, Jack brought up a recent customer that they sold a window replacement project to, that explained exactly how they found Diamond Home Imp, and why they ended up choosing Diamond as the place to get their project completed. Jack explained that this new customer, like a number of new customers that they have been getting, came through the website and that they had really liked the papers and case studies that Diamond had on their site. You see, about a year ago Diamond made the decision to start using Marketing Automation in their online marketing efforts and they are seeing results, even among a skeptical Jack. Diamond recognized that the products that they sell to their customers can be pretty confusing, and have a tendency to scare people off. They also realized that their customers go through a buying process and that this process can take quite a bit of time, sometimes months, before people make a decision. Their Marketing Automation program has been designed to market to these customers in a manor that is essentially nurturing people that come to their website through their decision making process, with educational materials. Because, Diamond believes that if they educate the customers, then the customers will start a relationship with them and ultimately buy from them, when the time is right.

The Buyers

Awareness Research Comparison Decision

Now, let’s look at the buyers. This is Daniel & Paula Brown. Paula is an Attorney and Daniel is an Accountant. [click] Daniel and Paula probably aren’t aware of it, but they are going to go on a buying journey for new windows that will take them through 4 stages. 1) the awareness stage, 2) the research stage, 3) the comparison stage, and 4) the decision stage

Awareness

This is the Brown’s home. They’ve lived here for about 8 years and they’ve been talking about needing new windows for some time but just haven't decided to move forward, until recently. They’ve been putting off the window process for a couple of reasons: 1) It seems like a pretty daunting task and full of a lot of potential problems. They’ve talked with friends that have completed window replacement projects and they all have absolutely hated the experience. The absolute worst part, many have told them, is when the sales people come into the house and really start pressuring them to buy, immediately. In fact, one friend told Daniel and Paula that the salesman from a company that they talked to was in their home for 4 hours before they finally threw him out! 2) It was just easier to avoid the entire situation than it was to go through it. But, with this last energy bill, Daniel decided that the problem isn’t going to get any better and that they are going to have to bite the bullet and get this done. But, Daniel decided early on that he is not going to make the same mistakes that his friends made. He was going to educate himself on the process, before he got some pushy salesman in his house. [click] Right now, Daniel probably doesn’t even realize it but he is in the Awareness Stage of his buying process

Daniel started his education quest with a search. He went on Google and typed in “window replacement companies” for his town to begin by learning what companies in their town offered window replacement. As he scrolled through the results page one of the listing caught his eye. “Replacement Windows - Get Our eBook | Diamond Home Imp”. Daniel had heard of Diamond Home Improvement, mainly because he drove by one of their billboards on his way to the office every day. He also liked the idea of being able to get a free book that would help him understand what he was getting into. So, Daniel clicked on the link in the search result page and…

Research

Landed on a page where he could download the book. The page was really easy to understand and only asked him for his name and email address. Daniel entered the information into the form, clicked the “Download Now” button. After he clicked on the button, a page came up that told him to check his inbox for his free eBook. [click] Now, Daniel is moving into the Research Stage

Daniel checked his email and there it was, an email from Diamond Home Improvements with a copy of their eBook attached to the email. Daniel downloaded the ebook to his tablet and made a mental note to dig into this information this weekend, when he gets a chance. As Daniel read through the eBook, he found the information really helpful and he was starting to feel empowered with the education that he was getting, however, after he read this ebook, he actually ended up having more questions than before he read the book. This book brought up issues about the parts that make up a window, window design information, and it even talked about how windows are installed.. All things that he had never considered before.

That following week, Daniel received an email from Jack Williams, from Diamond Home Improvement. The subject line of this email was “More Questions Than Answers?”. Wow, that’s an understatement. The email went on to say; thanks for downloading our ebook, most people that read it end up with more questions and here is a link to a window comparison sheet. Now, they have Daniels full attention. He’s wondering to himself, I’m not sure how they know, but this new information is going to be really helpful.

Comparison

Daniel follows the link in the email message, back to Diamond’s website and downloads the product comparison sheet that the link took him to. This comparison sheet shows the differences of the different types of windows. It shows their energy ratings, UV transmission information and a whole lot more. Most of the questions that the eBook brought up were now being answered in this spec document that he just received. [click] Daniel has now slid into the Comparison Stage

A few days later, between running kids to sport and school events, Daniel and Paula have a conversation about the research that Daniel has done. Daniel goes into great detail on the process that a window replacement project entails. Daniel also starts to explain the differences in the parts that make up a window and what he, now, feels is the best answer for their project. Paula is now curious about what the next steps are for them. Daniel says “funny you should ask, [click]

I just received another email from my new best friend :) Jack over at Diamond Home Improvements. He said in his message that they have a lot of windows on display and that we can schedule a time, through their website, to go and look at all of the different window types. So, I guess we just find a day, on their calendar that will work for our schedules and then go look at the windows. Daniel may not know it just yet, but he is heading into the Purchase Stage of his buying process

So, how did Jack know what type of an email to send to Daniel? Diamond Home Imp has been selling windows for a very long time and they know the typical buying stages that their customers go through. They can also figure out where their customers are, in that buying cycle, based on their behaviors. You see, when Daniel first downloaded their ebook, they knew that the majority of people that read that book have a lot more questions, after reading it. They also know that those questions are generally focused on the specifics of the product. Finally, they know that before someone makes as big of a purchase as new windows, they are going to want to “kick the tires”. The challenge that most companies have, however, is that it is impossible to create all of these nurturing email messages, manually. The volume would be just too much, plus, Jack has more things to do than just write and send nurturing email messages. He has to make sure that his sales team is performing, etc.

That’s where Diamond’s Marketing Automation system is paying huge dividends. Based on the website’s visitors, there are a variety of different workflows that can be setup to drip-communicate information to prospective customers as they are making their decisions. In addition to these drip communications, the Marketing Automation system will also do lead scoring. That means that as a prospective customer goes further into the sales funnel the score increases which then sends an email notice to Jack letting him know that a prospective customer is “ready” to talk with someone.

So, in the end, by using a marketing automation system, Diamond Home Imp has been able to

• Save money both directly and indirectly. Directly because they are seeing huge ROI’s by improving their marketing relevancy and indirectly because their sales team isn’t chasing down

leads that aren’t ready to buy and they aren’t wasting their time writing out hundreds of emails…they’re selling.

• Because they’re nurturing leads through the buy cycle, their cost of acquisition for these leads has improved dramatically. They’re closing more prospects because they’re waiting until

they’re ready to buy and therefore they aren’t chasing them away by trying to “sell” them too soon.

• Improved reporting and accountability. Because the marketing automation system that Diamond uses has a CRM within it, the profile for the prospect is extremely detailed and sales

reports are available in real time for everyone to review.

• Finally, On-going improvement is available because this marketing automation system allows for A/B testing. Now Diamond can tweak their messaging, designs, and event timing to

maximize their results.