MAFSI 2016 - Inbound Awesomeness By TMC Digital Media's Erik MacPherson
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This document discusses how sales representatives can maximize leads through inbound marketing strategies like websites, social media, and CRM tools. It recommends that reps blog frequently on their websites to generate traffic and leads, use more real estate on their websites to drive conversions, and make their websites mobile-friendly and integrated with CRMs. The document also suggests using social media like LinkedIn and Twitter to engage customers and promote company content. It emphasizes setting up buyer personas and following the buyer's journey to implement an inbound marketing methodology. Finally, it states that CRMs can empower sales reps by providing tools to track engagement and automate communications with leads.
MAFSI 2016 - Inbound Awesomeness By TMC Digital Media's Erik MacPherson
- 1. Inbound Marketing Lead Generation Inbound Awesomeness: How Reps Are Using Websites, Social Media, and a CRM to Maximize Leads
- 2. Erik MACPHERSON…........... @erik_mac9 ….... erik@tmcdigitalmedia.com My favorite beer is St. Pete, FL’s 3 Daughters Dunkel, and I love IndyCar
- 3. Chad STAMM…........... @CScopywriting ….... chad@tmcdigitalmedia.com I enjoy traveling with my family, Rotary, Guinness, the Gators, and my vertical smoker named Dolly.
- 4. WE KNOW YOUR INDUSTRY
- 5. 1000s of blogs/landing pages written/published 100s of content offers created and published 10,000s social media posts published 100,000s emails created and sent 100s of LEADS GENERATED WE KNOW YOUR INDUSTRY
- 6. AGENDA THE NEW SALES PLAYBOOK WEBSITE ‘MUST HAVES’ WHAT IS INBOUND MARKETING MAKING THE MOST OF SOCIAL WHY USE A CRM
- 7. 78% of Internet users conduct product research online.
- 8. NO MORE INTERRUPTING. ASK FOR PERMISSION.
- 9. THE ROLE OF THE SALES REP IS CHANGING.
- 11. ASK YOURSELF THESE QUESTIONS: DO YOU KNOW: • Monthly website visits? • Monthly new contacts/leads you generate? • The number of conversions per month? • The number of sales qualified leads per month? • The number of new customers per month? • The number of new candidates you recruited through your website?
- 12. WEBSITE MUST HAVES FOR 2016
- 13. REMEMBER THESE??
- 14. WELCOME TO 2016 MAFSI MEMBERS
- 15. WELCOME TO 2016 MAFSI MEMBERS
- 16. MUST HAVES Blog, Blog, Blog!! Use More Real-Estate Have Structure Drive Conversions Be Mobile Friendly - Responsive Content Management System (CMS) Analytics CRM Integration FREE RESOURCE: http://success.tmcdigitalmedia.com/25-critical-elements-for-your-foodservice-website
- 17. Companies that blog get website visitors. 55% more BLOG, BLOG, BLOG
- 18. BLOG, BLOG, BLOG Why Blog? • Increases overall traffic - SEO • Educates your Buyers • Content can be shared via email and social • Leads to conversions (LEADS)
- 20. STRUCTURE – CONTENT • Use Headlines • Primary Call(s)-To- Action • Remarkable Imagery • Benefits • Simple Navigation • Gated Content Offers (Forms) • Contact Information • Embrace white-space Bonus Tip: ABR Always Be Recruiting FREE Resource: http://blog.hubspot.com/blog/tabid/6307/bid/31097/1 2-Critical-Elements-Every-Homepage-Must-Have- Infographic.aspx
- 22. RESPONSIVE – MOBILE FRIENDLY 20%+ Mobile Traffic • Tablets • Phones Mobile leads to more conversions 50%+ Emails are opened on mobile devices
- 23. USE A CMS CMS = Content Management System • Easy to update content • Blogging platform • SEO Friendly • Responsive Designs
- 24. ANALYTICS – USE TOOLS
- 26. WHAT IS INBOUND MARKETING SOURCE: insideout.com Tradeshows Print Materials Calendars Blogging PDF/Video Downloads Social Media
- 27. STARTS WITH BUYER PERSONAS Semi-Fictional Characters that Represent Your IDEAL Customers
- 28. HOW TO CREATE PERSONAS Talk to sales Interview your current customers Research your current customers Look at data 1 2 3 4 FREE RESOURCE: http://success.tmcdigitalmedia.com/how-to-create-foodservice-equipment-buyer-personas-guide
- 31. MAKING THE MOST OUT OF SOCIAL MEDIA
- 32. WHY BE ON SOCIAL • High Visit-to-Contact Conversion Rates • Delight Your Customers • Back-sell to Factories • Keep your Brand(s) Top of Mind • Focus On The ’BIG 4’
- 33. WHAT TO DO - GET SOCIAL • Create personal AND company profiles (with a PHOTO) • Build your brand – company and personal • Use a Publishing Tool • Dedicate 30 mins per week • Twitter and LinkedIn
- 34. MAKE IT EASY - GET SOCIAL Use Publishing Tools HubSpot Hootsuite SproutSocial Promote Content From Your Website You’re an industry leader, right? Then lead. Educate.
- 35. SHARE COMPANY CONTENT - GET SOCIAL
- 36. WHY USE A CRM
- 37. WHAT IS A CRM Custom Relationship Manager Tracks every interaction with current and future customers Contact Information Phone Calls Log Emails Social Media Feeds Deals Lifecycle Stages of a Lead FORECAST REVENUE
- 38. WHY - CRM
- 39. WHY - CRM Empower Sales People Does your sales team have a clear process for whom to call and when? If not, you might want a CRM that gives them insight into which prospects are most engaged. Does your company work on large B2B deals that require you to interact with many people inside one organization? You might want a CRM that can easily pull and organize someone's data based on the company they work for. How do you primarily interact with leads: by phone, email, social media, or a combination? You should find out how different CRMs could make prospect interaction easy for reps.
- 40. WHY - CRM Empower Sales People Sales Intel • Track email opens and clicks • Track when buyers are on your website • See profiles right in Outlook or Gmail • Schedule emails and use templates for best response rates
- 41. WHY - CRM Empower Sales People Gmail Integration (COLLABORATION) CRM Integration (INTEL) - see most recent engagements - view Tweets Use Templates (QUICK & EFFECTIVE) Schedule Emails (ALL ABOUT TIMING)
- 42. SUMMARY - TODAY’S SALES REP Know Your Ideal Customers. Leverage Technology and Tools. Educate. Educate. Educate. Analyze. Rinse & Repeat.
Editor's Notes
- #6: Content is KING It’s so important these days to create valuable and engaging information for ALL BUYER PERSONAS. Explain this. Blogging, Case Studies, Success Stories, etc. Research Research Research.
- #8: 3.5 Billion searches conducted on Google EVERY DAY! What did you Google already this morning? Search engines, blogging & other Internet trends are fundamentally transforming the way people & businesses purchase products, verses traditional methods like … Check out this link: http://www.internetlivestats.com/google-search-statistics/
- #9: Don’t interrupt – attract! We know there is a better way, focusing on the people. Start with Inbound Marketing. (not the end all be all) Creative side, emotional side of the brain.
- #10: FACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them. When we buy something, we go through these stages. Think about the last time you bought something. AWARENESS – you recognize pain, symptoms and start asking around and searching the web for high level answers. CONSIDERATION – a buyer is actually considering solutions to their problem. Perlick vs Chill-Rite 32, Alto-Shaam vs Winston, Rep vs Rep. DECISION – they are ready for a demo, a quote, a consultation, etc.
- #11: This is how marketing thinks of TOFU/MOFU/BOFU how are current and future customers going to find you? what content paths make the most sense for particular buyer personas the timing of the content based on where they are in their buyer’s journey
- #12: [Pause longer than normal]
- #14: Think about WHY you have a website. If you think it’s just to attract new manufacturers today, you are missing out on the bigger picture. More than just showing off line cards. HTML – had to ask your IT/web developer to make a change - how long did that take? Gone are those days. You should be empowered to make content updates yourself.
- #17: We will get into each of these deeper. Blog blog blog! Having a B2B website without a blog is like having a car without an engine. 79% of websites with a blog have seen leads that generate into revenue – ROI.
- #18: Have you guys blogged before? What’s a Blog? Web page with relevant content for your customers, educate them, keep them wanting more. Not to mention it’s critical for Search Engine Optimization – so you get found! #1 driver of new qualified traffic – the more remarkable content you have out there, the more visitors you’ll get to your website. Simple as that.
- #19: The more you blog, the more content is on the web to be found by your Buyers. Bring them in. But also reach out to your contacts via email and social promoting this educational content. Always have a CTA that leads to a Landing Page - an offer where someone can convert. Who can blog? Anyone, sales people, chefs, leadership – take time to write, and share it with the world
- #20: It’s simple. Bigger IS Better. Full Screen Designs
- #21: It’s simple. Bigger IS Better. Full Screen Designs
- #22: So you’re blogging. Great. But what good is the blog if you don’t have Offers and forms – a way for visitors to self-identify. Track intel. Track their journey and interests.
- #23: Do you know how many visitors that come to your site are using mobile devices? Reps we’ve been working with see over 20% of their website traffic coming from mobile. If not mobile friendly, visitors will bounce. Emails you send will not get opened, read, and if they click on a link to your site and can't view it on their phone, they will move on to the next email.
- #25: If you are starting out, use the tools that are free to you. GA, MailChimp, social platforms analytics, and Leadin. But if you are ready to tie it all together and provide sales the most marketing intel and the most sales ready leads, use a marketing automation tool like HubSpot.
- #28: How many of you have actually written down and mapped out what your ideal customers look like?
- #29: Not sure what your target persona is? Think about the question – if the ideal prospect called right now or walked through the door, who would that person be? You can do research your existing customer base, talk to sales, interview current customers, and even use lead intelligence data to try to put this picture together. Who else in your organization can you talk to to help?
- #30: REMEMBER THIS SLIDE FROM EARLIER? When we buy something, we go through these stages. Think about the last time you bought something. AWARENESS – you recognize pain, symptoms and start asking around and searching the web for high level answers. CONSIDERATION – a buyer is actually considering solutions to their problem. Perlick vs Chill-Rite 32, Alto-Shaam vs Winston, Rep vs Rep. DECISION – they are ready for a demo, a quote, a consultation, etc. ACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them.
- #31: FACT: More and more buyers are taking to the web to research answers to their foodservice problems. They are researching products before they buy them.
- #33: Drive quality traffic that converts. But you MUST have REMARKABLE content to share.
- #35: Drive quality traffic that converts.
- #36: Drive quality traffic that converts.
- #38: Drive quality traffic that converts.
- #39: Who knows what this is? (rhetorical) Show of hands: who really LOVES working with spreadsheets? Manual process. It sucks. Time consuming.
- #40: Who can tell me what this is? Show of hands: who really LOVES working with spreadsheets? Manual process. It sucks.
- #41: Show of hands: would it be helpful to know exactly when your dealer, or end-user, is opening your emails and clicking on your documents/links? Would it be helpful to know when that QSR’s food & bev manager is on your site looking at ways to increase the efficiencies of their kitchens? What if you had a way to schedule well thought out emails in a workflow to those leads you get from your factories after NAFEM or NRA? Because what happens today? You call them. You email them. No response and you’re on to the next one.
- #43: Show of hands: would it be helpful to know exactly when your dealer, or end-user, is opening your emails and clicking on your documents/links? Would it be helpful to know when that QSR’s food & bev manager is on your site looking at ways to increase the efficiencies of their kitchens? What if you had a way to schedule well thought out emails in a workflow to those leads you get from your factories after NAFEM or NRA? Because what happens today? You call them. You email them. No response and you’re on to the next one.