Delivering Marketing Services

A CRM sales and marketing automation campaign should see a good return on investment.

We provide everything you need to market your business. This includes website design, branding and marketing automation (automated responses, drip-feed campaigns, Pay Per Click Campaigns and social media marketing).

Two aspects of your business need to be considered and identified.

Your Buyer Personas

Before you can select the appropriate framework for your business, you need to spend some time developing your unique buyer personas. This is important because each digital marketing activity will be developed alongside your buyer personas. We recommend filling out a persona worksheet for every persona you identify. This makes it easier for you to keep track of the profiles and for us to develop strategies for the correct audiences.

Your Goals

Uncovering, understanding and establishing specific goals for your company is vital to drive success. This will allow us to develop a successful, rewarding digital marketing strategy.

How do you attract visitors, convert leads and close customers?

These are the critical tasks required for attracting visitors, converting leads, and closing customers, indicating the proportion of time that should be spent on each task. The splitting of time between tasks may vary depending on the needs and goals of your business.

• Keyword research (5%)
• On-page optimisation (5%)
• Blogging (15%)
• Social media growth (5%)
• Content creation and conversion paths (15%)
• Lists and segmentation (5%)
• Promotion (10%)
• Workflows (10%)
• Lead scoring and qualification (5%)
• CRM integration and closed-loop reporting (5%)
• Progress assessment and analysis (20%)

Attracting visitors Keywords

ON-PAGE OPTIMISATION

Use Your Keywords Wisely:

Compiling a list of keywords is just the start – you need to ensure they are being optimally utilised. For your keywords to be found for their target phrases, they need to be formatted correctly so that they will be indexed. There should be one strategic keyword per webpage. Got a keyword that hasn’t been assigned to a webpage? If there is no relevant webpage, create a new page optimised for that keyword.

Ongoing Tasks:

• Update current pages with new SEO content
• Develop and optimise new pages that need to be created for additional keywords

PROGRESS ANALYSIS AND ASSESSMENT

It’s essential to measure the effectiveness of your traffic-increasing strategies so that you know what’s working and what’s not. Analyse how well your strategic keywords are getting you found, how your social media engagements are performing, and how well you are increasing your traffic. Use the results from your analyses to improve your strategies.

Ongoing Tasks:

• Keyword analysis: understand your keyword rankings using analytics tools
• Social analysis: have a look at your social interactions to find out how you’re increasing the number of visitors to your website
• Traffic goals: use analytics tools to see how your progress is compared to your traffic growth goals
• Performance adjustments: there is no point in analysing if you won’t change anything! Adjust your strategies to keep on track to reaching your traffic growth goals

The analysis of the effectiveness of your campaigns is an essential last step in closing customers, and we can help with this. You will want to analyse the performance of your workflows by checking their churn rates and click-through rates for the emails involved. Speak with your sales team to make sure your lead scoring is effective.

Our systems use built-in reports, which can be used to compare your conversion rate: the proportion of contacts that are converted to customers. This close rate will give you insight into what part of your digital marketing strategy effectively closes customers.

Ongoing Tasks:

Workflow Analysis:

• Ensure your lead nurturing emails are effectively driving people down the sales funnel

Funnel Conversion Analysis:

• Compare conversion rates at each stage of the funnel

Customer Goal Progress Analysis:

• Look at your customer growth progress and compare it to your goals. Make adjustments to your marketing process if required

SOCIAL MEDIA PROMOTION AND GROWTH

The rise of social media over the past decade has enabled these platforms to help businesses attract qualified website traffic. Look at the different social media platforms, and use your data on your target audience to determine the best networks for your company.

Initial Tasks:

• Connect your blog and website to your social media accounts
• We use our platforms for publishing and monitoring

Ongoing Tasks:

• We promote your blog posts on your social media channels
• Make use of your accounts to stay in touch with your audience: ask questions and respond to interactions
• Invest some time in growing your social channels

LISTS AND SEGMENTATION

Lists and segmentation are vital for effective email marketing. We will separate your contacts based on their lifecycle stage and buyer personas. By adapting your interactions to what different contacts may be interested in, your marketing will be more relevant and practical.

Initial Tasks:

• Existing Contact Segmentation
• Assign your contacts an appropriate lifecycle stage and buyer persona
• For each buyer persona, create a separate list

Ongoing Tasks:

• Ongoing Contact Segmentation and List Refinement
• Update and refine existing contact lists using insight from past marketing campaigns

CONVERTING LEADS

CONTENT CREATION AND CONVERSION PATHS

To convert visitors into leads, we create content tailored to your buyer personas and things that would be of value to them. A conversion path should follow your content: call to action –> landing page –> thank you page.

Ongoing Tasks:

• Create content offers for lead conversion
• Produce conversion paths for each piece of content
• Flowbird will work alongside you to ensure your content is designed to attract and convert leads

PROMOTION

Your content offers, and conversation paths are live. We’ve segmented your contacts depending on their buyer persona and lifecycle stage; now, you need to promote your content to generate some leads. As you do this, make sure your interactions align with your personas.

Ongoing Tasks:

• Blog Post Promotion
  • For each content offer, create 2-3 blog posts about the subject area, each with a call to action.
• Email Blast
  • Create and design emails targeted to your persona groups and include details of new offers or content.

• Use social media channels to promote offers. Be sure to monitor the frequency of posts to avoid over-posting

LEAD SCORING AND QUALIFICATION

For us to improve your customer generation efforts, we need to understand how you qualify leads so that we can develop a lead scoring system.

If you have only a small number of leads, we may not need to implement lead scoring. Instead, we can help coach you on calling your leads and reaching out to awareness and comparison leads.

Initial Tasks:

Lead Scoring Implementation

• Set up a lead scoring system to identify qualified leads
• Set up a qualified marketing list based on lead score
• Connect your CRM (if you have one) to a digital marketing platform and allow your sales team access to lead scores

Ongoing Tasks:

Lead Qualification and Sales and Marketing Alignment

• Get feedback from sales on the quality of lead scores
• Flowbird will use sales team feedback for questions and lead-scoring

CLOSING CUSTOMERS

WORKFLOWS

With the implementation of lead nurturing, we can help control how your leads move through the sales funnel.

Short-Term Goals (0-3 months) – BASIC WORKFLOW CREATION:

• For short-term goals, a basic workflow creation will take leads through to the purchase stage
• Put together automated emails that nurture leads from an awareness or comparison offer to the purchase stage offer.

Longer-term goals (>3 months) – PERSONA-DRIVEN WORKFLOW CREATION:

• With more time to work with, persona-driven workflows are best. Each persona should create a unique workflow to nurture sales leads from an awareness or comparison offer to the purchase stage offer.
• In addition to this, we recommend creating customer-centric workflows. These are designed to upsell existing customers

Workflow Refinement:

• Use performance metrics such as opens clicks and unsubscribes to adjust workflow and email copy

CLOSED-LOOP REPORTING AND CRM INTEGRATION

This step is vital for maximising the value of all your marketing efforts. If you have a CRM system in place, we will integrate it as soon as possible and use it to officially close leads as customers.

Initial Tasks:

CRM Integration

• Integrate your CRM system with the digital marketing platform

Ongoing Tasks:

CRM Management

• Ensure that any adjustments to Flowbird forms and workflows are reflected in your CRM
• Note: If you don’t have a CRM system but require one, we can help with the selection and deployment of a system

Make Your Customers Feel Valued

These days, successful firms master the art of communicating with their customers. They create vibrant communities that discuss their products and offer opinions. Their content is something that the community consumes eagerly instead of simply useless spam.

That’s why a streamlined social media strategy complements inbound marketing and email newsletters. We can ensure that your messages are synchronised with social media postings, making every communication as powerful and valuable as possible.