Tag Archives: multi-touch marketing

Do you know your numbers?

Do you know your numbers?

One of the most frequently asked questions about running marketing campaigns, is “how many names do I need to put in?” Well that depends…

We start with a number of names and we feed them through our multi-touch campaign, producing at the end a certain number of customers. In the beginning, if we have never done this before, we won’t know the exact numbers. However, as we run the campaigns over time, we will start to be able to narrow down the conversion rate and then be able to pinpoint a good number of suspects to start with.

The process of understanding how our conversion works is in itself very important. You may discover parts of your sales process that are working very well, and equally parts that are working very badly. Once you have pinpointed the flaws in your funnel, you will be able to improve them, so the very process of measuring and monitoring is extremely helpful in improving your conversion rates.

It is important to understand how many customers you want. You will have a business plan, with your projected growth targets, and how many new customers you need to reach these targets. Understanding the lifetime value of your clients will further improve the depth of your understanding of your customers, and subsequently the necessary acquisition rate of your new customers in order to reach your long-term goals.

As we run your multi-touch program we can refine the number of suspects that we put into the top of the funnel, and understand better the places where we lose them along the way. The beauty of the multi-touch campaign is that it has a degree of flexibility so that we can adjust the quantity of leads we are feeding through to match your requirements.

If you would like to run a multi-touch campaign and would like support, advice, or simply for us to do it for you, contact us today for an initial, confidential meeting by calling us on 0121 222 5743.

To learn more about multi-touch campaigns please watch the video below.

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What you put in…

What you put in…

It’s the quality of the data that you put in that determines how effective your touch program is. You could have the best touch program on the world, but if you fill it full of suspects who are in the wrong geographical area or are outside your budget, or entirely off-profile your conversion rate will be poor.

Don’t simply fill your program full of people so that it is full, you are investing a lot of time and effort in each suspect, so it is important that each suspect has a reasonable chance of becoming a customer. Make sure you have a picture of your ideal customer, you need to know exactly what they look like, where they live, where they spend their free time, you need to know what sort of social media they use, whether they prefer using a mobile phone or a tablet. All of this information will build up a picture of your ideal customer, so that you can ensure you are targeting the correct people.

Not only should you be putting new people through your sales process, but you should be putting your current customers and your lapsed customers through as well. Current customers may order more frequently, or spend more per order, while lapsed customers may be encouraged to return to you.

A touch program runs over prolonged period of time, which means that you are in the right place when the suspect is ready to buy. It is important to remember that people buy when they want to buy, not when you want them to buy. Good marketing will ensure that it is your name they remember when they are ready to buy, and a good touch program will do just that.

If you would like help designing, creating and delivering an effective touch program for your business, take a look at our Marketing Manager service. Or to arrange your initial meeting simply call us on 0121 222 5743

To learn more about multi-touch marketing, please watch the video below.

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Delivering a great multi-touch campaign

Delivering a great multi-touch campaign

A multi-touch campaign requires thought. In reality everything requires thought, but sometimes when we are busy it is all too easy to simply think “that’ll do.” Going too far the other way doesn’t work either. Getting stuck in the “it has to be perfect” mentality can cause paralysis.

The advantage about working with us, is that we have a good process for ensuring that the touches are designed, created and implemented to a high standard in the required time frame. As we are not involved in the day-to-day operation of your business, we don’t get dragged into firefighting. This means that you can be confident that your marketing will continue regardless of what is happening internally.

A multi-touch program relies on a consistent delivery of the marketing message through a variety of channels at regular intervals. When we work with companies the content will be very different, as each business has it own relevant content that is specific for that industry and marketplace. But the process we follow will be the same, the format for delivering the marketing program will follow a system that we know works.

If you are finding it difficult to deliver regular marketing that conveys the correct message to the right people, why not talk to us? Outsourcing your marketing provides you with high quality marketing without the expense of having to run a marketing department in your business. You can pay for the amount of marketing that you need, rather than having to pay salaries, with all their associated costs.

If you are interested in outsourcing your marketing, why not take a look at our marketing manager service? Or simply book a no-obligation meeting to discuss your business with us.

To learn more about multi-touch marketing take a look at the video below?

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Are you sending the right message?

Are you sending the right message?

If you are going to the effort of designing, producing and implementing a multi-touch program, it is vital that the content of the touches is good. There is no point producing a whole touch program that solely says how great we are! Good content is essential to ensure that not only are you communicating with people, but that you are communicating the right message.

Your communication with your prospects needs to be about them, their problems, their pain. They need to feel that you understand them, and good content can do just that. As a basic rule only 25% of your communication should be about you. This could be a piece of PR around an award, a flyer showing what you offer, but only 25%.

The rest of your content needs to be about your prospect. This can be 50% solely about them and their pain points, and 25% showing relevant industry items, so that they can see that you understand the complexities of their industry.

Good content will build around the pain points that your prospect faces, and will show empathy for their difficulties as well as solutions and benefits. Whenever we create content, we need to make sure that we have these points firmly in our mind. Relationships are built on trust, and part of the job of good content is to build trust between you and your prospect, so that they will become a client. We trust people who understand us and our problems, so make sure that your marketing invokes trust in people.

If you would like help with delivering the right message to your prospects, we can help. With our marketing manager system you can outsource your marketing to us, so that we can design, create and implement your marketing, leaving you free to manage your clients. To arrange a meeting call us today on 0121 222 5743.

To learn more multi-touch marketing, watch the video below.

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Making the most of your marketing machine

Making the most of your marketing machine

Once you have designed your multi-touch plan, created the touches you are nearly ready to begin. But who are you targeting? The quality of your data is crucial in determining the success of your campaign.

Finding the people who might be interested in your product or service is necessary to ensure that you are putting the right people through your marketing machine. You can design and implement a brilliant campaign around eating beefburgers, but if you target a whole list of vegetarians you are unlikely to get any response. And remember that you will need a continual flow of prospects to feed into your marketing machine. The aim is to create a steady flow of good quality leads who are poised to buy.

Once we have these leads who are ready to buy we need an efficient process to convert them to customers. Don’t lose them at this step by making your sales process too complicated or lengthy. As with all processes making sure that you review them will enable you to alter the processes to make them more streamlined and efficient. Constantly monitoring and reviewing your processes will enable them to become better and better.

Monitoring and measuring is a vital part of the success of your marketing. You need to see the effect from your actions, so that you can refine those actions to make your process continually more effective. If you don’t monitor and measure you don’t know what is working and what is not working.

Don’t forget the value of your existing customers, they already like you, they are already engaged, but if you run them through your multi-touch program they might learn more about you and what you offer and come to you more frequently or for different services or products.

If you don’t have enough time to design, implement, monitor and measure your multi-touch program, why not let us do it for you? Our marketing manager package provides outsourced marketing at a surprisingly reasonable rate. Call us now on 0121 222 5743 to arrange your meeting.

To learn more about creating your marketing machine watch the video below.

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What is a touch?

What is a touch?

In our last blog we discussed the magic number of touches that you need in your marketing campaign. The magic number is twelve touches. But, what is a touch?

A touch is any piece of marketing communication that you send to your prospect. It can be a variety of things; a LinkedIn connection, an email, a piece of direct mail, a call. Each touch provides an opportunity for you to share information, educate, or simply remind your prospect of your presence.

Data gathered via extensive research into sales show that the majority of sales happen between the 4th and 12th contact. So a salesman who has made three calls and received 3 “nos” maybe only one touch away from a sale. The problem with the traditional method of sales, cold calling, is that often the potential customer says “no” when in reality what they mean is “not now” or “not yet”.

We forget sometimes that people do not buy when we want them to buy, they buy when they want to buy. The purpose of marketing is to ensure that when they are ready to buy, you are the person they come to.

You can see that if you have a multi-touch campaign which continues over a longer period of time, statistically you are more likely to be in the right place at the right time, than if you only make a few calls over a shorter period of time.

Implementing multi-touch campaigns can seem daunting, so we offer our marketing manager package which provides outsourced marketing so that your campaign is designed, delivered, monitored and measured for you. If you would like to discuss how the marketing manager package could help your business, call us today to arrange your meeting on 0121 222 5743

If you would like to learn more about the multi-touch program please watch the video below.

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What’s the magic number?

What’s the magic number?

So, you are designing your multi-touch marketing program, you have created some really first-class content that is informative and engaging and has been designed to show you to be a leader in your field. You have then used this content across a variety of media, perhaps you have created a flyer, or a video, or put together a series of emails for your campaign. But how many touches should you do?

There is a magic number. This number has been reached by research carried out in the US and in the UK. It is based on when a sale happens in a B2B relationship, and how many points of contact have happened before the “yes.” The magic number is twelve.

So, when you are designed your multi-touch program you need to bear this in mind. Obviously, you will have some quick wins, and you will have some customers who take twice as long as this to come to fruition, but as a basis on which to build your campaign twelve is ideal.

These touches don’t have to all be very elaborate, they can be as simple as a LinkedIn connection, but together they become very powerful. It takes people a while to become used to you, to trust you, before they will even consider buying from you. Taking the time to work through your multi-touch program will enable your prospective clients to accept you, trust you, and ultimately buy from you.

There are quick fixes that can be made, but in the long run it is better to build a good marketing program that will deliver you a steady flow of good quality leads, who are poised to buy. If you are struggling to either devise a long-term marketing program or to implement it, why not take a look at our marketing manager package? Or to arrange your meeting today call 0121 222 5743

If you would like to learn more about multi-touch marketing please watch the video below.

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Does your marketing strategy look like this?

Does your marketing strategy look like this?

Many B2B companies fall into the same problems as regards their marketing. Their marketing has often developed as the company has grown, and has not been planned out rationally, but has been added onto at various stages by different individuals. That is not say that each idea was not a good one in its own right, just that they have been collated with little or no strategy. Effective marketing will help to drive your company forward, so it is worth spending the time creating a good sound strategic plan, and then breaking that down into component parts which can then be given to different team members, so you could simply outsource.

The problems arise as follows:

Often they will have a loose assortment of activities – pick and mix marketing, not based on any coherent structure, but rather selected at random. This results in a lack of strategy and direction in your marketing.

Repeating the previous year’s activities. Though this is not necessarily a bad idea, it is if you are doing it simply because you don’t know what else to do.

Copying competitors, again this is not automatically bad. You and your competitors may have similar marketing strategies targeting the same areas of the market. If however you are just blindly copying your competitors it is unlikely to give you excellent results.

Spend increasing faster than return, if you are in this situation you need to stop and review what you are doing.

Little or no measurement, means that you have no way of understanding what is happening. If you simply try different things but never track them, you won’t be able to build up a picture of what works and what doesn’t. Not everything will work, but over time, with good measurement you will be able to work out what works well for you.

Hoping for leads and enquiries is all well and good, but if your only strategy is a hope strategy, then you are reliant upon people who stumble upon your company.

Creating a good marketing strategy will help you understand what works for your business. If you are struggling with your marketing call Aardvark Marketing Consultants on 0121 222 5743

To learn more, watch the video below:

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Are you selling to a business or a consumer?

Are you selling to a business or a consumer?

Every business is different, so every business needs different marketing to communicate in the right way to the right people.

Multi-touch marketing is designed for B2B sales, as it allows you to precisely target your marketing so that you can send out your message to the correct people. In B2C marketing you need to speak to lots of people in order for them to buy your product, but B2B marketing you are looking to build relationships which will convert into the long term.

A multi-touch marketing program enables you to engage in continuous communication with your suspects and prospects, so that when they are ready to buy, you are there.

If you would like to discuss whether multi-touch marketing would be beneficial for your business, call us today for a confidential, no obligation discussion on 0121 222 5743.

If you would like to learn more about multi-touch marketing, please click below to watch the video.

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Suspect or prospect?

Suspect or prospect?

Unsure whether you have enough suspects or prospects? Or are you not entirely clear about what suspects and prospects are?

A suspect is a person who could possibly buy your product or service. You don’t know if they will, but they are a rough fit for your business. They are a possibility.

A prospect is someone who you have identified as having pain points which your product or service could solve. Hopefully you are communicating in some way with your prospects.

If you have ongoing communication with your prospects, you can ensure that you are the person they turn to when they are ready to buy. People don’t buy when you want them to buy, they buy when they want to buy. Your marketing needs to make sure that you are the person they think of when they make the decision to buy.

Multi touch marketing is an efficient way to remain engaged with your prospects. If you are struggling to manage your marketing why not take a look at our marketing manager service.

For a confidential, no obligation discussion about your marketing, call us now on 0121 222 5743

Watch the video below to learn more about suspects and prospects.

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