Tailored Marketing Services
A CRM sales and marketing automation campaign should see a good return on investment.
The first step in creating a marketing campaign is to:
1. Identify Your Buyer Personas
Before choosing the appropriate framework for your business, you must develop your unique buyer personas. This is important because each digital marketing activity will be developed alongside your buyer personas. We recommend you fill 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.
2. Establish 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.
Where should you focus your attention first?
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 determining 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 chosen framework will be adapted to fit your needs exactly. Look at the different frameworks and decide based on what you believe to be the best starting point for the success of your business.
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Attracting visitors
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Converting leads
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Closing customers
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|---|---|---|---|
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Your website is relatively new/ Your website visitors are not qualified (i.e. not being matched to buyer personas) |
❌ | ❌ | |
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Your website is more established/ You are attracting website visitors but they are not being converted to leads |
❌ | ❌ | |
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Your website is established/ You are attracting website visitors and leads but not closing sufficient business |
❌ | ❌ | |
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Your sales team is effectively closing business/ You're not attracting enough leads to sustain future business growth |
❌ | ||
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You generate a substantial number of leads but they are not being converted/ You have insufficient qualified traffic |
❌ | ||
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You have substantial qualified traffic/ Your qualified traffic is not being converted into leads or new customers |
❌ | ||
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Your website is very new/ Your chances to convert visitors into leads or clients are currently limited. |
Choose your framework:
Attracting Visitors
Keywords
Keyword research is vital when the success of your business is primarily based on visitors reaching your website.
Some straightforward 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
- Your keywords must always be aligned with your target audience
Blogging
Ongoing blogging will bring more organic visitors to your website. We will develop a weekly routine for your blogs; publishing 2-3 pieces of weekly content is ideal. We suggest you allocate the complete 15% recommended time to blogging.
Initial Tasks:
- Make sure your blog is set up and integrated into 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
On-Page Optimisations
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. Did you have 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 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 research: 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. Please 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 Segmentations
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 effective.
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
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 pieces of 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 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
Lead Scoring and Qualifications
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.
We may not need to implement lead scoring if you only have a small number of leads. 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
Lead Nurturing
With 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 this, we 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
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 close leads as customers officially.
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 goes hand in hand with 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.