Pearl Marketing & Design

We specialize in managing effective brand strategies and marketing campaigns for our business clients

6 Ways to Implement an Effective Marketing Strategy | Pearl Marketing Design

With summer just around the corner, there is a strong likelihood that many of your clients will be taking extended vacations with their families. This might allow you more “free time” to focus on other areas of your business development. One area in particular, is the overall development of generating leads to your company.

Many companies have a documented marketing plan that is set up by their marketing department or by a contracted hire. It outlines the details of future marketing endeavors and the progression of business growth versus the rate of return over time.

The cost of this document to be produced can be pricey for a small company, especially if the company is not proactive about pursuing the marketing recommendations produced in this lengthy document. All small companies should take these simple initiatives to create a solid foundation for developing an effective marketing strategy.

Here are six ways to effectively implement a marketing strategy for your company.

1. Set up realistic expectations and a detailed timeline.

Remember that good marketing is constantly adapting and changing to a clients’ desires. Blue Kite marketing tells companies that it normally takes 6-12 months before they start to see a return on their marketing efforts. It does take a certain amount of time and effort to see your marketing efforts grow from the foundation you had set up for it. Make sure that your team is on the same page in terms of understanding the time it will take to reach these marketing goals.

Your current marketing strategy should have a detailed project timeline. This will help employees understand when certain tasks need to be done and overall organize various aspects of developing your company’s marketing means. For example, many companies find it helpful to have a content calendar which has specific dates and times to release social media posts. You can also use project management software to make this tasks easier. There are a wide range of them and great ones for for small businesses so they don’t have to shell out huge bucks.

2. Have a clear end goal.

Where do you want to see your business a year from now? A month from now, or even by the end of this week? Having goals sets up a direction for yourself and your company to work towards completing these objectives. Use SMART Goals to help you create attainable objectives for your inbound marketing strategy. Have sensible expectations, measurable efforts, achievable plans, realistic objectives, and lastly time specific goals to keep you motivated.

3. Set up mobile marketing campaigns.

There are many options to implement mobile marketing applications, and this has been one of the most important tools a company can have for their marketing efforts. These applications can help companies learn how to gain popularity in search rankings which can translate into lead generation. This can help them locate qualified mobile users and build relevant context driven content. With more than 77% of people owning smartphones in the U.S. it is vitally important implement these mobile campaigns in order to develop your customer relationships.

4. Continually monitor your progress.

You can’t modify your marketing strategy to become more effective unless someone is properly monitoring aspects like campaigns and outreach calls. Communicate this plan with your team to help them understand the role they play in the implementation efforts.

Another helpful tip is to set up a dashboard for tracking success. A measurement dashboard is beneficial in keeping up with key metrics throughout your campaigns. You must track the number of leads and sales generated from your efforts in order to track your increased revenue. Tracking KPIs are also important which can include email sign ups, eBook downloads and webinars. Once all of this is set up, it should be easy to plug in the necessary information and complete monthly check ins.

5. Execute precise competitor analysis.

Tracking competitors is vital in knowing your progress in terms of your industry growth. Looking at core competitor’s marketing strengths whether its their website or campaigns, can help you determine what your company should be capitalizing its marketing resources on. Using systems like SEMrush can be expensive but help with competitor research for online marketing. The purpose of the competitive analysis is to determine the strengths and weaknesses of competitors within your market. Use the competition’s strengths to learn from and exploit any weaknesses that can be used to disrupt the product life cycle.

6. Build the right team or hire an outsourced marketing vendor.

Know approximately how many people to hire for your team. Many small companies struggle in determining whether they should hire a freelancer or if they can monitor it with a part-time role.

Think about hiring an outsourced marketing vendor like an agency if you are seeking expert advice. Generally these agencies have multiple employees who are all experts in marketing advice and can dedicate time to various specialties of what your company needs in their marketing goals.

At Pearl, we help you increase the quality of traffic to your website through organic searches (some refer to this as Google searches). Contact our company today at www.pearlmarketingdesign.com to learn how we can can help you.

Pearl Marketing Design

 

 

Personal Branding: How are you Defined?

What is Personal Branding?

Marketing experts have studied how branding is the key to a company’s success and ultimately defines their overall public image. The importance of a company’s brand has been shown to have a direct correlation to the overall business generated. Look at companies such as Apple, one of the leading branding companies in the world. Descriptors of the brand include ‘innovative’, ‘imaginative’, and ‘design’. Image result for apple logo

But how do these brands develop into something larger than the actual product or service they are offering? It all starts with the one individual behind the brand. Steve Jobs was the original powerhouse behind the Apple brand. He understood that personal branding is the unique essence that truly sets apart your company form others.  By being authentic to his true self, he transformed his company into an extension of his personality. He produced value in his work and brought revolutionary products to the world which some would argue, have changed the daily life.

While Steve Job’s might be one of the best role models in terms of shaping and growing a company to its utmost potential, it’s difficult to imagine the beginning stages that come prior to a company takeoff. Does this seem like a stressful, process? Have no fear because marketing professionals are trained to help companies grow through this process and get them to develop brand recognition regionally, nationally and even internationally.

Upcoming Course

On June 8th, 2018 Pearl Marketing Design will be holding a course at the Falls Event Center, in Manchester NH teaching you all about the ins and out of personal branding. This course will be the beginning of launching your company to maximize revenue opportunities.  The course will feature “how to film quality videos on your smartphone” and motivational speakers as guest presenters. You will gain valuable knowledge on making local connections, defining your own personal message, and will be able to hear from motivational guest speakers who have built their own brands and learn ways to promote themselves for lead generating opportunities.

Everyone is welcomed to join this event, we recommend business owners, individuals who are sourcing leads (real estate agents, lawyers, etc) and any self employed individuals. If you’re out there wondering how to take your brand to the next level, this course is for you!

About Pearl Marketing Academy

The Pearl Marketing Academy program was designed by Founder and President, Amanda Schneck. With 15+ years of teaching college courses in leadership and marketing, Amanda remains current on business and marketing trends and understands how to advise effectively.

Coming soon: Pearl Marketing Academy! Our academy will provide marketing-specific training and development. The academy will provide you with the marketing data and tools to help your company be successful.  Do you want to sign up for in-person course?  Or do you want to take an online class at your leisure?

To get more information about our workshop or learn about the programs we offer, Register Here.

 

SEO Management – Who should manage your website? | Pearl Marketing Design

The Importance of Having a Website and Having Someone Manage your SEO

The industry of digital marketing has evolved into more than the use of the Internet and technology to aid ‘modern marketing’. It has grown into a confusing jumble of technical jargon of various meanings by professionals and academics. One common phrase that is tossed around is SEO.

SEO stands for ‘search engine optimization’ and is the process of getting traffic from free search results, otherwise known as ‘organic search results’.

SEO is important to growing a company’s brand presence because Google alone has market dominance over over search engines, totaling 74.54% of the market in 2017 and 3.5 billion searches a day. That totals to 1.2 trillion searches per year worldwide. And this number is expected to grow. These numbers increase opportunity for brand awareness, but also competition in validating a spot in the top searches. The challenge is figuring out the optimal way of increasing online visibility of a web page in the search engine’s unpaid results. According to Search Engine Watch, there are four pillars of SEO Management to successfully target your audience.

content optimisation framework

Image Source – Andy Betts, Adobe Summit EMEA, Optimizing Content for The Customer Journey

Identify your demand

Knowing what topics your target audience is searching for is crucial in the beginning stages of SEO optimization.

Benchmark the competition

For SEO management it is important that your content is ranking high, but more importantly outranking your competition. This is why it is important to recognize your company’s competitive advantage against other brands.

Create and optimize your content

Using the right keywords (more of the marketing jargon) is essential to providing material to your clients that they will want to read. The more clicks content receives, the higher it will be pushed up in the ranks. It is important to create unique content catered to your industry.

Measure your Results

The analytics that are behind all of this cultivated data is the key to unlocking your future campaign strategy. It is vital to track each stage of your campaign because you want to adjust your strategy each time to move forward in your SEO investment rather than staying stagnant.

Worldwide internet user penetration

Searches made each day

Image Source: https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/

SEO Management. A Full Time Job

Does this seem overwhelming and a lot to handle? SEO Managers are being equipped into large and medium sized companies due to all the varying demands that come from developing campaigns and tracking them. For smaller companies though, this is not always feasible to hire a salaried position for running SEO optimization. Lead generation is just one of the many aspects that Pearl Marketing Design incorporates in their business. A marketing agency to manage effective brand and marketing strategies is generally the best option for small to medium sized companies looking for an alternative to individual hires to run their campaigns.

At Pearl, we help you increase the quality of traffic to your website through organic searches (some refer to this as Google searches). Contact our company today at www.pearlmarketingdesign.com to learn how we can can help you.

 

How To Use Facebook Data To Your Advantage

Facebook and its data sharing has been one the most talked about stories of the year. Americans are now becoming even more aware of the immense amount of personal data that is collected on them, and shared, daily. Pearl Marketing and Design has known this for years, and although we remain mildly concerned about our own personal information floating out there in cyber space, the tools that Facebook and Google provide helps to fuel the success of our business and our clients. To provide you with a better understanding of how this can work for your business, we will start by explaining a few facts about Facebook and Google’s data collection:

How does Facebook collect data?

  1. Actions and behaviors, aka your interactions (likes, comments, links, clicks, and saved content).
  2. Profile information, including content uploaded to your page.
  3. Digital footprint on mobile devices (i.e. location, contacts).
  4. IP addresses, operating systems, browser types, etc. on laptops or desktop computers.
  5. Through partners (i.e. companies that sell data) and cookies on your operating system.

How does Google collect data?

  1. Keywords that you are using to search for specific content.
  2. Websites you are visiting and the videos you are watching (YouTube is owned by Google).
  3. Ads you click on and keywords you searched for to find that advertisement.
  4. Your location, device information, IP address and cookie data within your browser history

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Why is collecting data important?

  1. Allows businesses to make data-driven decisions instead of acting on intuition. A lot of different companies collect your personal data (especially social media sites). Often they’ll use that data to provide you with personalized suggestions to keep you engaged. Facebook for example uses your personal information to suggest content you might like to see based on what other people similar to you like.
  2. Transactional data is incredibly important for businesses because it helps them to analyze variability in consumer trends, uncover hidden patterns, and identify correlations. This information provides insight into consumer behaviors that can then be used for decision making, strategies, and competitive advantages.
  3. Web data is important because it’s one of the major ways businesses can access information that isn’t generated by themselves. When creating business models and making important business decisions, companies need information on what is happening internally and externally within their organization and what is happening in the wider market.
  4. Sensor data is produced by objects and is often referred to as the Internet of Things (IoT). It covers everything from your smartwatch measuring your heart rate to a building with external sensors that measure the weather. The power of this data is its real time reporting and geolocating capabilities.

Who uses your data?

Personal data is aggregated (to privatize it somewhat) and thensold to other companies, mostly for advertising purposes. That’s one of the ways you get targeted ads and content from companies you’ve never even heard of.

What are these data “tools” we are talking about?

  1. Pretty much every website and social media site you visit collects transactional data of some kind, either through Google Analytics, another 3rd party system or their own internal data capture system. Our company subscribes to several tools that retrieve this data.
  2. Cookies are placed on your computer and track your search history.
  3. Surveys, focus groups, and interviews are tools and ways to collect data as well.

How can I use these tools to my advantage?

Data can be used to monitor competitors, understand consumer behaviors, track potential customers, keep track of channel partners, generate leads, build apps, and much more. Considering the immense amount of activity occurring online each day, there is no better way to make informed decisions for your business. It is no coincidence that today’s most successful businesses utilize online data to expand their influence and grow their enterprises.

Pearl Marketing Design

How can Pearl Marketing help?

Pearl Marketing & Design utilizes data collection and analytics to provide our clients with consumer behaviors and trends. This information can be used to make informed decisions on business strategies and brand positioning. Call us today at 603.732.9070 to schedule a consultation on how to best utilize data services to benefit your business. www.pearlmarketingdesign.com

The Importance of Educating, Training and Mentoring your Marketing Personnel.

What makes your company stand out from your competition? Is it your unique product? Maybe it’s the personalized way you tailor your services to your clients’ needs. Which ever the case may be, ultimately your competitive advantage will only stand out against your competition if you work on your brand recognition. A higher return of investment is made possible if your marketing personnel is trained thoroughly in order to effectively market your company to the needs of your consumers.

At Pearl Marketing, we want to teach you the latest in marketing tools for you to adapt into your practice. Our marketing techniques have proven to inspire creative ideas and strategies that will enhance your brand. We offer the following services to get your company up and running.

Consulting: Companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea.

In House Training: We provide team-training sessions designed to develop the marketing know-how of your employees and to inspire creative ideas and strategies to enhance your brand.

Training’s/Seminars: We conduct group training programs and seminars on various topics in marketing.

One-On-One Coaching: We provide one-on-one coaching to marketing DIY-ers.

By using Pearl Marketing as your company’s mentors, it will enable your company to build a first-class marketing team. If this is done strategically, mentoring can provide an abundance of benefits to the employees and the organization overall.

Strength Skill Sets: Mentoring allows employees to address their weaknesses in their workplace. A training program allows marketing personnel to strengthen these weaknesses in a supportive environment which can help to reduce the weak links. Employees will see the improved performance through consistent training which will lead them to an overall satisfaction in their developing knowledge and translate into better work performance.

Create Transparency: Creating a clear organizational flow of marketing tactics is crucial for the success of your team. It is important to get a clear sense of roles in any organization in order to reduce office politics and keep everyone assigned to their task needed for the success of the marketing campaign.

Enhance Collaboration: Any marketer knows that the key to success is to collaborate effectively. Mentors understand the necessary tools to teach teamwork in an organic way which empowers employees to bounce ideas and tasks off of one another.

Increase Engagement: According to a recent study, 70% of respondents report that they are disengaged in their work organization. Effective mentoring is the key to unlocking the interests and goals of many employees as they seek growth with the company. People want to feel engaged and successful in their career, but sometimes along the way there are lulls in this progress which mentoring can help in combatting.

Rise in Ranks: Providing effective training can ultimately help your organization rise in ranks against competitors. Employees have a vested interest in investing in their company, and hope to gain personal career benefits from their time spent there.

Source: https://imeetcentral.com/build-first-class-marketing-team-mentoring

To get started with your training, contact us.

 

How to Create the Best Marketing Video For Your Brand

In last month’s newsletter we discussed how your brand’s identity shapes how consumers feel about and interact with your business. This month we offer additional tips to increase brand identity by creating a marketing video to use in social marketing, digital advertising, on your website or in blog posts. Video marketing is great way to increase brand awareness and give more personality to your products and services.

At Pearl Marketing & Design we help create a marketing video for your company so you can add exceptional digital content as part of your overall marketing mix.

When you’re ready, reach out to us, and the team at Pearl Marketing & Design will help you make your ideas and concepts a reality on the web. I look forward to talking to you.

Amanda Schneck

Amanda Schneck
Owner – Pearl Marketing & Design, LLC
Let us help you unlock your brand’s potential


How to create the best video:

 

  1. The subject of your video must be VERY specific
    If your company wants to increase brand awareness about your new t-shirts be sure your video is targeting your exact demographic such as baby boomers and how your t-shirts will benefit them.
     
  2. Outline your topic and create dialogue before you start filming
    Are you going to have one or two people in the video? If so, be sure they have a script to work from. Act the scene severals times before adding the video camera
  3. Bring your brand’s personality to life
    Be energetic and enthusiastic during the filming. Show your brand’s personality whether you are a law office or an athletic brand your voice and word choices can help customers determine if you are right for them.

     

  4. Explain
    Don’t forget to explain clearly what your brand or product is. Don’t assume everyone knows exactly who or what you are. Don’t use jargon or phrases that only particular generations understand.
     
  5. Always have a Call To Action
    Your call to action or CTA should be very clear at the beginning and end of your video. If you are using a new url or landing page make sure it works before going live with your video.

     

  6. When you upload to YouTube use keywords in  titles and description.
    YouTube
    Always upload your video to YouTube and be sure to include links to your CTA landing page or website. 

Pearl Marketing & Design can help you complete all six steps to success to create the best video for your business.

Contact us today to learn more!

(p) 603.732.9070

(e) info@pearlmarketingdesign.com

 

Pearl Marketing Design

Elena Barker – Your Client Relationship Manager

Elena Barker is a client relationship manager at Pearl Marketing & Design. We want to showcase our employees so you know that you are working with a team of industry experts who love helping you reach your marketing goals.

Elena Barker

What are the top skills of a client relationship manager?  Leadership, desire to learn, communication and results driven. These skills are inherent in Elena and why Amanda Schneck, president of Pearl Marketing & Design hired her last year.  

At Pearl Marketing & Design, our marketing team takes a holistic approach to marketing. There is no cookie cutter approach to any client. 

“One of the reasons I love working at Pearl Marketing & Design is that there is no ‘typical’ day,” Elena said.

“We run our business based off of relationships with our clients and provide them with the marketing tools that best suit their business’ needs.”

As Client Relationship Manager, every relationship is different, so it makes every day different.

Getting to know the business owners and what makes their businesses tick is like getting to know the heartbeat of your community. ~Elena Barker

Each day Elena spends time on the phone talking to new and existing clients, responding to emails, and visiting clients and their business.

Top on her list of daily tasks include meeting with a new client, touring a business location or being on-site for a video shoot.

“Every day is new and exciting at Pearl Marketing & Design!” 

Elena’s favorite part of being a client relationship manager is meeting and working with local business owners and overseeing their projects.

“If their businesses are thriving, then the community as a whole is thriving. Getting to know the business owners and what makes their businesses tick is like getting to know the heartbeat of your community, and I’ve learned a lot about that since I started working for Pearl Marketing & Design. Community is everything to me, so being able to have a role at a company that values community so much and allows me to be out and about in it is certainly a blessing.”

 

Congratulation Amanda

Amanda Schneck nominated for Young Professional Of The Year

The Greater Nashua Chamber of Commerce has announced that Amanda Schneck, president of Pearl Marketing & Design has been nominated for an Eminence Award for Young Professional Of The Year.

Amanda Schneck

Amanda is the founder and president of Pearl Marketing & Design leading strategic planning and implementation for her marketing and design clients. In addition to her work at her agency, she serves on the Board of Directors at the United Way of Greater Nashua and the MicroSociety Academy Charter School, as well as on the Downtown Improvement Committee for the City of Nashua, Greater Nashua Chamber of Commerce iUGO young professionals group, and the Special Care Nursery at Catholic Medical Center.

On March 29 The Greater Nashua Chamber of Commerce will recognize several businesses and community leaders who have given so much to the community. Awards include Outstanding Business of the Year, Small Business of the Year, Young Professional Of The Year and more. One winner is selected from each category and be announced at the Award Ceremony.

Eminence Awards Nashua NH

The Eminence Awards recognizes individuals and companies who represent and exemplify volunteerism and dedication to the success of the Greater Nashua Chamber of Commerce, for the betterment of our business community and the community at large.

Social Media Advertising

10 Types of Marketing Strategies

A wide variety of marketing strategies have made it easier for businesses to promote their products and services. When used correctly, each of these strategies can help your business beat the competition. Dig deeper into the marketing approaches below to discover which ones can make a big impact on your organization.

Paid Media Advertising

Paid Media Advertising is a tool used to grow website traffic through paid placements on search engines and/or social media. One of the most popular methods is pay-per-click (PPC).

PPC Marketing Strategy

With Google Adwords multiple campaigns can be created such as a branding campaign or product campaign. You only pay when a visitor clicks on your ad. Additionally, with built-in conversion tracking every click can be traced back to a purchase or form fill.  LinkedIn is a popular paid advertising channel for B2B selling.

Storytelling

Brand storytelling engages consumers at an emotional level. Storytelling enables brands to tell their unique tale.

Video Marketing

Typically through video (the hottest content marketing strategy out there), storytelling lets companies weave a memorable account of who they are, what they do, how they solve problems, what they value, and how they engage and contribute to the community and the public in general.

Marketing Automation

Marketing automation uses a flow (or drip) of emails to advertise and drive sales. As lead are funneled into your database you can market to them based on type of lead and where they are in the process.

Referral Programs

A referral program incentivizes people to tell others about your products or services. Implementing affiliate programs, customer referral programs, and partner programs offers the instant credibility of existing customers to grow a customer base. Referral programs are effective because they leverage the recommendations of happy customers, recognize and reinforce customers’ brand loyalty, and are repeatedly popular with customers.

Social Media Marketing

Social Media Marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you’re not speaking directly to them through platforms like Facebook, Twitter, Instagram, and Pinterest, you’re missing out.

Social media marketing targets users where they spend their time—on social media! This strategy gives customers and leads valuable content to share across their social networks, resulting in increased reach, traffic to the website all while created brand advocates.

Cobranding and Affinity Marketing

Co-branding is a marketing strategy where multiple brands join together to promote and sell one product or service. Each brand lends its credibility to increase the perception of the product or service’s value, so consumers are willing to pay more for it. Tapping into established brands’ consumer base helps to further the reach of a new product.

Earned Media/PR

Earned media is publicity or exposure earned from word-of-mouth, Search Engine Optimization (SEO) or shared content. It can come in various ways—a social media testimonial, a television or radio show mention, a newspaper article or editorial —but is always unsolicited and can only be gained organically. It cannot be bought or owned like traditional advertising.

Search Engine Marketing

Search Engine Marketing, or SEM, is a method that companies utilize to grow their website traffic through paid online advertising.

Search Engine Optimization

SEM is effective because of its wide range of online tools and reach, cost-effective way to generate high visibility, and because it is easily adaptable to various markets and audiences.

Word-of-Mouth Advertising

Word-of-mouth advertising is unpaid, organic, and powerful because those having nice things to say about your product or service generally have nothing to gain from it other than sharing good news. A recommendation from a friend, colleague, or family member has built-in trustworthiness, and can spur dozens of leads who expect positive experiences with your brand. In today’s digital world, word-of-mouth isn’t strictly verbal. Leveraging online reviews and opinions are equally (if not more) effective at spreading the word.

Cause Marketing

Cause marketing relationships help to assure your customers you share their desire to make the world a better place. This marketing strategy is a cooperative effort between a for-profit business and a non-profit organization to mutually promote and benefit from charitable causes. Think of popular brands that donate items or funds to people in need for every purchase made.

Regardless of the strategy you choose, marketing effectiveness is dependent on how you execute. Contact the team at Pearl Marketing & Design to discuss how we can help implement these strategies into your marketing plan.

Pearl Marketing Design

We can help you every step of the way, from strategizing and planning through execution and monitoring. Your brand is our business!

Pearl Marketing & Design

Lead Generation: How Does it Work?

Lead generation. You know you need it for marketing your business but where do you start? Here’s the process from start to finish from the marketing experts at Pearl Marketing & Design.

Marketing Automation and CRM Integration

The first step of any successful lead generation campaign includes setting up Marketing Automation tools and integrating them into your Customer Relationship Management (CRM) platform. Following these steps you will create and schedule lead generation forms, landing pages, and emails, and automatically push any acquired leads from your forms to your CRM, such as Salesforce, Hubspot, or SharpSpring.

Lead generation

Pearl Marketing Design Lead Generaton

Demand generation

Demand generation marketing campaigns do just that—create a demand and buzz for your product or services. Typically geared to people who don’t know anything, yet, about the product or services. This strategy creates awareness with approaches such as paid search and social ads (Adwords, Facebook, Instagram), sending an email blast to a purchased list, direct mail, and print ads.

Inbound Marketing

This type of marketing and lead generation is earned attention using tactics such as blogging, opt-in email automation, social media engagement, Search Engine Optimization (SEO) and creating premium gated content like eBooks, infographics, videos, and webinars. Each of these marketing strategies uses a call-to-action and landing page to capture leads. These tactics all serve your product or service’s visibility when new customers search for content related to your brand and encourage them to connect or take an action.

Inbound Marketing at Pearl Marketing & Design

Lead Capture

The next step in lead gathering includes building landing pages and forms that capture prospects’ contact information. Lead capture forms can be built into your website, email automations and paid campaigns. The data easily flows into your CRM.

Lead Segmentation

Using your marketing automation tools, set up workflows that categorize leads and segments them into lists or categories you assign. These lists can then be used to nurture and engage leads with relevant content, targeted email communication, and personalized offers.

Lead Scoring

Along with lead segmentation comes lead scoring. Implement lead scoring criteria or points system to update lead lifecycle stages. Move them into your CRM funnel when the time is right and trigger notifications. Criteria to score leads:

  1. Persona: Industry, title, role company size, revenues
  2. Engagement: Number of visits, unique page views, repeat visits, form completions, email opens and clicks, blog comments, social media mentions
  3. Buyer stage: Clicks and conversions on specific content indicating a lead lifecycle change, such filling out a form to request a product demo

Use negative scoring to define a lead as a poor fit, such as competitor company, not opening emails or not clicking through to content, low budgets or non-company email address.

Lead Nurturing

Now that you’ve got the leads, monitor and influence their progress through the sales funnel by offering them personalized, relevant content based on their persona and activity. Content can be sent via personalized email drip campaign or by retargeting ads that follow them around the websites.

Retargeting

Did someone visit your website or landing page and left without performing an action? Get them back with retargeting ads. These ads show up as customers visit other sites on the Internet based on their previous contact and encouraging them to interact with you again. Retargeting can be list-based or pixel based. 

Pipeline Management

Use workflows to automatically move leads to your sales team and assign them to the appropriate reps when they reach lead scoring thresholds and trigger specific behaviors, such as filling out a form for a free trial or demonstration. Sales reps will receive notifications that they have new leads to nurture.

Once leads are assigned to your sales team and are officially in the sales funnel, each sales rep updates the CRM platform with the lead progress, notes and communications with their company, and expected closing information. You can also set up automated notifications to remind your sales reps to follow up with their leads and customers. Once a lead is completed, add them to a targeted campaign to send them personalized content based on their needs and support your sales team to help them close the deal!

Start Your Own Lead Generation Strategy Today!

Ready to talk to the team at Pearl Marketing & Design about your marketing strategy? Contact us today by filling out this form to discuss how we can help implement lead generation into your marketing plan. Your brand is our business and we are committed to achieving your goals together!

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