These 3 Battle-Tested Fixes Work Every Time
Our marketing agency has been working with clients strategically for almost 15 years. We’ve helped clients sell their companies, grow their companies, drive leads, develop sales opportunities and generate revenue.
I’m not bragging. I’m telling you the story behind our ability in order to highlight with a great degree of confidence the top three improvements you can make right now to improve your results next week.
Wait, there’s more good news. Most of the time, these three simple marketing upgrades are successful in producing some nice short-term gains that allow us some time to build in better, more sustainable and bigger drivers of leads, sales opportunities and new customers.
These are the top three proven upgrades to impact results in no time.
1) Change The Story On Your Home Page
The key to smart marketing is leveraging the assets you already have. One of these assets is the visitors already coming to your website home page. If you’re not getting the leads you need from your home page, something is broken there. The story is almost always one of the first places we look for that breakage, and it’s common to find issues here.
You need marketing messaging to drive this. Is your story compelling? Is it emotional and disruptive? Does it clearly tell a visitor in just 10 seconds what you do? If you can’t say with 100% certainty, you need to upgrade your messaging.
To take this even further, the home page on your website should also be able to tell a visitor what makes your company different from the other three companies they just looked at on the web. Your prospects are comparing your company to your competitors, and they’re doing it based on site experience. You should make it obvious that your company is different, better and remarkable when compared to your top competitors. Your message, story and home page must deliver.
2) Upgrade The Bottom-Of-The-Funnel Offer
This won’t produce a ton of leads, but it should produce the kind of leads most people want. Let me back up a bit. Right now, 90% of the people coming to your site don’t want to talk to your salespeople, but they are interested in what you do. They’re likely in the awareness or consideration stage of their buyer journey. But if all you have is “contact us” or “speak with a sales rep,” you’re missing out on some of those people who might want to talk to you but definitely don’t want to engage with a salesperson.
Instead of “contact us” or “speak with a sales rep,” try creating offers that deliver real value to your prospects. This encourages them, incents them and gets them to want to hear what you have to say. While your salespeople are giving them what they want, they are also qualifying them as opportunities.
Some examples include:
- Give us 30 minutes and we’ll give you five tips to make your factory safer
- Send us a picture of your concrete floor and we’ll tell you how to make it look better
- In 30 minutes, we’ll give you 10 ideas to drive more subscribers and leads from your blog
See the difference? Anyone taking the time to request the call is a qualified prospect, has a pain and is interested in getting help. Now it’s up to your reps to qualify the opportunity. Can they afford you? How acute is their pain? Do they need the products and services you sell? Whether they do or not, you’ve helped someone, giving them a positive experience and creating a promoter for your company. Well done!
We regularly roll out and test new bottom-of-the-funnel offers like this until we get one that dramatically moves the needle. We’ll use that offer until the data shows the offer might be exhausted, and then we start with new ones to continue driving bottom-of-the-funnel, sales-ready leads.
3) Upgrade Or Start An Email Campaign To Current Clients And Prospects
We see this tactic being used more frequently but not being used correctly. A lot of companies do regular email marketing campaigns to their prospects and some do regular emails to their clients. But if you ask almost anyone if all of their clients use all of the products or services available to them from your company, the answer is almost always no.
That’s because you’re ignoring the revenue opportunities buried in your current customers. Yes, the people who already like you probably need more of what you do and offer. They just don’t know you have it. Let’s tell them with an email campaign targeted at educating them about some of the other products and services you offer. This isn’t about sending discounts or product updates; it’s about sharing stories that show how other companies have benefited from these other products or services you offer.
This almost always kicks up interest, and with no need for competitive bids, contract negotiations, reference checks or procurement conversations, the revenue flows in quickly and easily. This is also an excellent opportunity to align sales and marketing. You don’t want to send an email without giving the sales team a heads up. Let sales follow up the email with a call. Some of these emails will end up in spam folders, others will go unopened and still more will be forgotten about, but with a follow-up call from sales, a few more conversations might lead to additional revenue.
Marketing and sales must work together, and this is a great way to keep these two teams aligned and cooperating.
If these seem basic to you, consider yourself advanced. In 90% of the marketing programs we review each month, almost none have these three components as part of the ongoing marketing effort at the company. Do other elements, ideas and tactics also work? Of course, but after hundreds of engagements, these three win as the easiest to deliver and the fastest to produce results.
While it does take some time to get consensus and agreement on messaging (which then drives the offers at the bottom of the funnel and in the email marketing campaigns), once the message is agreed on, these changes take almost no time to implement. You need a couple of days to upgrade the home page, another couple of days to design the offer and maybe two weeks to get the email marketing campaign together. In 30 days, you should have the upgrades delivered, and the results should be on their way shortly.
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