Delivering Flowbird Services 2017-05-24T22:16:15+00:00

Delivering Flowbird Services

A FLOWBIRD GUIDE TO DRIVING CLIENT SUCCESS

Your Outsourced Marketing Department

Whether you’ve just signed up or you’re interested in doing so, we wanted to show you how we deliver Flowbird services. The ultimate aim of our Marketing Automation services is to help you reach your business goals.

Marketing Automation Methodology

Before we go on, it is important to look first at the Marketing Automation Methodology, as all of our work is based on these principles.

All of our marketing automation services fall into one of three categories:

  • Attract Visitors
  • Convert Leads
  • Close Customers
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After you have read this guide, you should have a better understanding of which of these categories we should focus on, the best way to achieve results in each category, and the amount of time we should allocate to each category. Each of these aims varies depending on the needs of your business.

Later on we will outline a number of different frameworks for how your business goals can be achieved using a combination of the above categories.

Before we go on, there are 2 aspects of your business that need to be considered and identified.

1. Your Buyer Personas

Before being able to select the appropriate framework for your business, you need to spend some time developing your unique buyer personas. The time spent doing this is of the utmost importance as each marketing automation activity will be developed alongside your buyer personas. For every persona you identify, we would recommend filling out a persona worksheet. This makes it easier for you to keep a track of the profiles, and for us to develop strategies for the correct audiences.

2. Your Goals

In order to drive success, it is vital to uncover, understand and establish specific goals for your company. This will allow us to develop a successful, rewarding marketing automation strategy.

Which Framework Is Right For You?

Now that you’ve established your goals, it’s time to choose the framework that best fits the needs of your business. Each framework is listed below, with information on how to determine whether your business fits.

Please note: The frameworks are designed as a guideline only. Not every business will fit easily into one category. When we work with you, the Flowbird services and chosen framework will be adapted to fit your needs exactly. Have a look at the different frameworks and make a decision based on what you believe is best starting point for the success of your business.

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Marketing Automation Activity Framework Your company might be a good fit, if…
Attracting visitors
  • Your website is relatively new
  • Your website visitors are not qualified (i.e. not being matched to buyer personas)
Converting leads
  • Your website is more established
  • You are attracting website visitors but they are not being converted to leads
Closing customers
  • Your website is established
  • You are attracting website visitors and leads but not closing sufficient business
Attracting visitors and converting leads
  • Your sales team is effectively closing business
  • You are attracting insufficient visitors and leads to fulfil future business
Attracting visitors and closing customers
  • You generate a substantial number of leads
  • An insufficient proportion of customers are being converted from leads
  • You have insufficient qualified traffic
Converting leads and closing customers
  • You have substantial qualified traffic
  • Your qualified traffic is not being converted into leads or new customers
Attracting visitors, converting leads and closing customers
  • Your website is very new
  • You have insufficient opportunities to convert qualified traffic into leads or new customers

Breaking It Down

HOW TO ATTRACT VISITORS, CONVERT LEADS AND CLOSE CUSTOMERS

Our approach to marketing automation involves a number of different components which work together to achieve results.

These are the key tasks required for attracting visitors, converting leads, and closing customers, with an indication of 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.

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  • 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%)

Next, we will work our way through the marketing automation journey and explain how each of the key tasks (above) should be carried out.

ATTRACTING VISITORS

KEYWORDS

Keyword research is vital when the success of your business is largely based around visitors reaching your website.

Some easy guidelines for selecting keywords are:

  • low ranking difficulty
  • moderate monthly search volume
  • aligned with your target audience

Initial Tasks:

Preliminary Target Keywords Research:

  • Use a keyword tool to create a list of recommended target keywords for your website

Ongoing Tasks:

  • Make sure you are continually adding to your list of keywords that will be used for future blog posts
  • It is important that your keywords are always aligned to your target audience

ON-PAGE OPTOMISATION

Use Your Keywords Wisely:

Compiling a list of keywords is just the start – you need to ensure they are being optimally utilised. In order 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 existing webpage, create a new page optimised for that keyword.

Ongoing Tasks:

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

BLOGGING

Ongoing blogging will bring more organic visitors to your website. You’ll want to develop a weekly routine for your blogs: publishing 2-3 pieces of content per week is ideal. We would suggest that you allocate the full 15% recommended time to blogging.

At Flowbird we offer a complete blogging service through our content management platform.

Initial Tasks:

  • Make sure your blog is set up and integrated on your website
  • Plan a blogging calendar to keep track of your published content and keywords used

Ongoing Tasks:

  • Working from your strategic keywords, write and publish 2-3 blog pieces per week

SOCIAL MEDIA PROMOTION AND GROWTH

The rise of social media over the past decade has enabled these platforms to help businesses attract qualified traffic to their websites. Have a look at the different social media platforms out there, and use the data you have on your target audience to determine the best networks to use for your company.

Initial Tasks:

  • Connect your blog and and website to your social media accounts
  • Use the platforms for publishing and monitoring

Ongoing Tasks:

  • 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

PROGRESS ANALYSIS AND ASSESSMENT

It is important to measure the effectiveness of your strategies to increase traffic so that you know what’s working and what’s not. Analyse how well your strategic keywords are getting you found, how your engagements on social media are performing and how well you are increasing your traffic. Use the results from your analyses to make improvements to 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 comparing to your traffic growth goals
  • Performance adjustments: there is no point doing the analysis if you’re not going to change anything! Adjust your strategies to keep on track to reaching your traffic growth goals

CONVERTING LEADS

CONTENT CREATION AND CONVERSION PATHS

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In order to convert visitors into leads, you need to create content tailored to your buyer personas and things that would be of value to them. Your pieces of content should be followed by a conversion path: 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

LISTS AND SEGMENTATION

Lists and segmentation are vital for effective email marketing. You need to 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 effective.

Initial Tasks:

Existing Contact Segmentation

  • Assign yours 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

PROMOTION

Your content offers and conversation paths are live and you’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 the your interactions align with your personas.

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Ongoing Tasks:

Blog Post Promotion

  • For each content offer, create 2-3 blog posts around the subject area, including a call-to-action in each post

Email Blast

  • Create and design emails targeted to your persona groups and include details of new offers or content

Social Media Publishing

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

PROGRESS ANALYSIS AND ASSESSMENT

Make sure you’re monitoring your lead generation progress and compare this with your goals. Adjust your marketing automation efforts according to what you find.

Ongoing Tasks:

  • Analyse the performance of each conversion path, including specific details on the performance of the calls-to-action and landing pages
  • Have a look at how your promotion is doing: analyse the performance of blog posts, email blasts and social interactions
  • Measure how your lead generation progress compares to your goals and make adjustments to your efforts as necessary
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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 a series of automated emails that nurtures 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. A unique workflow should be created for each persona to nurture sales leads from an awareness or comparison offer to the purchase stage offer
  • In addition to these, we would also 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

LEAD SCORING AND QUALIFICATION

In order 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 only have 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 marketing qualified list based on lead score
  • Connect your CRM (if you have one) to a marketing automation 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
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CLOSED LOOP REPORTING AND CRM INTEGRATION

This step is vital for getting value from 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 marketing automation 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

PROGRESS ANALYSIS AND ASSESSMENT

progress analysis

The analysis of the effectiveness of your campaigns is an important last step in closing customers and this is something we can help with. You will want to analyse the performance of your workflows by checking their churn rates and click through rates for 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 is converted to customers. This close rate will give you insight into what part of your marketing automation strategy is closing customers most effectively.

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:

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

We’d love to hear from you – contact us to find out more about how we can tailor our services specifically to your business.

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