Tag Archives: outsourced 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’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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So what are the 5 challenges?

So what are the 5 challenges?

In our last blog we spoke about the research done by Frost and Sullivan that showed that all businesses faced the same 5 challenges with their marketing. But what are these challenges?

The first is proposition, which basically means that you are struggling to effectively convey to your customers what you do and how you offer them value for their purchase. You can improve this by working on your communication, and clearly demonstrate to your customers why they should come to you, over your competitors. If you are not sure where to start, begin by writing down everything you offer.

The second is delivering sales-ready leads. This is important as it will prevent you wasting time on leads who were never going to buy, who were using you to gain some traction over their current supplier, or who were only ever going to choose on price. Having good process that delivers quality leads will help to increase the success of your sales pipeline.

Creating good quality content is vital to engage potential customers, and show yourself as an authority in your marketplace. The content required for different mediums will vary, and will need to be created according to the market and the way that is it presented. People tend to view creating content as time-consuming, so that it get pushed to the back of the pile.

Measuring your marketing is important. Unless you measure and monitor it is hard to work out what is working and what is not working. Furthermore, what you measure makes all the difference. Simply measuring Facebook likes, or website visits won’t give you an understanding of the engagement levels of your potential customers.

And finally, sales teams being skeptical of marketing. Many business owners struggle to get their sales teams to use the marketing materials, or to work with the marketing team. But good marketing, will deliver a good flow of warm leads to the sales team, enabling them to command a good conversion rate to customers.

If any of the above points sound familiar, give us call on 0121 222 5743 and arrange your meeting today.

To learn more about the challenges facing businesses watch the video below.

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Are you following a hope strategy?

Are you following a hope strategy?

Do you know where your leads and sales are coming from? Can you predict sales for the following month or quarter? Or are you simply following a hope strategy? This is where you hope that leads will come in, based on your loose assortment of marketing activities.

Lots of people feel unsatisfied by marketing. They believe it doesn’t work, or it is expensive, or they can’t tell if it is working. Some marketing professionals are guilty of exacerbating this view by their tendency to oversell. How many times have you heard: “you just need to do this one thing and your sales will fly!”

Marketing does work, but not overnight, and there is no silver bullet, no magic formula. Good marketing is consistently delivered and regularly monitored so that you can see what works and what doesn’t. Unless you analyse the results of what you have done, you cannot work out what is working and what is not.

Once you are measuring where your leads and sales are coming from, you then can stop the marketing activities that aren’t producing you any results. Obviously this process takes time, you need time to see what is happening and track the results, but then you will be able to concentrate your activities in the areas where you are having the best results. This will make your marketing become an investment rather than a waste.

But you cannot refine your marketing program unless you are measuring and monitoring the results. Only then can you begin to build a strong marketing campaign based on the unique needs of your business.

If you are struggling to design, implement and monitor your marketing campaign, why not outsource your marketing? With our Marketing Manager program, you will have an experienced marketing professional working with you to ensure that your marketing relies on more than just hope.

To book your meeting, call us today on 0121 222 5743

Or to learn more about measuring your marketing click below to watch the video.

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How does outsourcing help?

How does outsourcing help?

You probably already outsource, many people do. Maybe you use a bookkeeper, who you simply pay for the hours of work that they do. You don’t need to worry about their tax, or their holidays, or whether you need to upgrade their computer system. You can just hand over the work and not worry. They can deal with the complexities of their tax system, and sort out the problem with their computer crashing. You just pay them either by the hour, or by the job, whatever deal you have agreed upon. Outsourcing is excellent.

Bookkeeping is the obvious example of outsourcing, but marketing works very well as an outsourced service. Outsourcing your marketing ensures that your marketing program is delivered consistently and coherently and is not affected by any internal issues. If you have your marketing done in-house, you are more at risk of the feast and famine cycle.

As you become busy, you need to spend more time fulfilling orders, so you stop marketing, because you need that time to be spent on fulfillment. Gradually your sales pipeline dries up and then, panicking, you launch back into marketing, and the sales build up again, and so it goes on. This cycle is unproductive, and stressful for all involved.

If you have outsourced your marketing, your program will continue to be delivered consistently, giving you a steady flow through your sales pipeline. This will help to prevent the feast and famine cycle and will leave you able to concentrate on delivering a great service to your customers, in a more measured and less fraught manner.

If you would like to discuss outsourcing your marketing, contact us today on 0121 222 5743 to arrange your meeting.

To learn more about the feast and famine cycle, please click to watch the video below.

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Genuine seasonality

Genuine seasonality

There is a difference between a business that experiences genuine seasonality and one that is stuck in a feast and famine cycle. Though the problems caused by the cyclical pattern are the same, one is unavoidable and the other can be altered.

Genuine seasonality applies to businesses such as an ice cream seller. In this business you know that you will sell more ice creams in the summer than the winter, and therefore you organise your cash flow accordingly. There is little you can do about this, other than finding something else to sell during the winter – hot chocolate?

However the feast famine cycle can be broken, and evened out. The feast famine cycle occurs as follows. You want to increase your sales, so you increase your marketing which in turn increases your sales. Suddenly you are too busy, so you stop marketing, and concentrate on fulfilling the orders that you have generated. Suddenly you realise that your order book for the months ahead is empty, so you quickly do some marketing to boost your sales…and so the whole cycle begins again.

This is a surprisingly common trap for people to fall into. It can be prevented by setting up an on-going consistent marketing program which will deliver a steady flow of good prospects into your sales funnel. Often outsourcing your marketing can be beneficial as this ensures that the marketing is done on time, and on budget, regardless of what is going on in-house. A marketing program can be turned up or down according to your requirements, increasing or decreasing the quantity of leads it provides.

If you would like to outsource your marketing, why not arrange a meeting to discuss our marketing manager program? Call us to book your meeting today on 0121 222 5743

If you would like to learn more about feast and famine cycles please watch the video below.

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