To make an impression, you need more impressions

To make an impression, you need more impressions

Sales can be quite challenging at times. When you are beating the bushes, you can be teased, put off, ignored, and sometimes forgotten by your prospects. You need some thick skin. You also need to practice persistence.

Many people in sales leave opportunity behind. Via statistics provided by multiple national research firms, it’s widely accepted that many give up too early in their quest for that precious conversion.

On average, roughly 50% of salespersons stop pursuing a lead after one contact. That’s right. 50%.

It gets worse. 65% stop after 2 contacts, 80% after 3.

In marketing, more contacts and impressions are vital to successful sales. According to the Online Marketing Institute, it can take 7-13 touches (or more) for that prospect to become a qualified sales lead.

The graphic at the top of this article, demonstrates the value of building a relationship over time. Timing is a big element in converting sales. It’s vital to deliver value, demonstrate authority, and ultimately earn the trust of each prospect.

While it usually takes a human touch – a phone call – to close a sale, there are many ways to achieve quality marketing touches.

If a contact on a landing page offers their email address via a form – usually with some sort of value-add information or lead magnet – you can create quality “nurture” campaigns on the relevant product or service.

Digital advertising is also a great way to achieve multiple touches. In 2018, for the first time, digital ad spends outpaced TV ad spending in the United States – 37.5% to 35.6% of all total ad spends. (source: Visual IQ, a Neilsen Company).

It’s been trending toward digital ad spending for years and it will continue to do so.

We are big fans of using IP Targeting in conjunction with other media (e.g. direct mail, Facebook, and/or email campaigns) and direct contact.

Why? IP targeting provides amazing frequency – remember those all-important touches – and is laser-focused on your target.

Additionally, since it’s cookie-free, there is almost no fraudulent impressions or clicks. You are certain that your target is a human. With a recommended campaign, your target will be exposed to your product or service multiple times.

That prospect has now been “warmed up” and is more informed on what you have to offer. Your chances for a conversion are now much higher.

We have been around long enough to know that one size doesn’t fit all. So, the marketing mix that we prescribe will vary from client-to-client and industry-to-industry.

But there is one constant that we’ll never waver from – more touches – quality touches – are your recipe for turning a prospect into a sales-ready lead.

Email Marketing – Nurture Your Prospects and Clients

Email Marketing – Nurture Your Prospects and Clients

There are several reasons why email marketing is a critical weapon in your marketing arsenal.

  1. Customer Acquisition – When you want to convert a prospect into a customer, email marketing is vital.  A primary goal in marketing should be to obtain an individual’s email. You can do this a variety of ways – e.g., an enticing offer or informative whitepaper that requires them to enter their email address. Once you have that, with their permission, you can start communicating with them in an effort to turn this lead into a sale. According to HubSpot, email conversion rates are 3x higher than social media, with a 17% higher value in that conversion.
  2. Customer Retention and Referrals – Now that you’ve impressed the individual and turned them into a client, you can nurture them – not bombard them. We recommend employing a campaign designed to inform and, ultimately, to persuade them to buy more products or services. Or you can entice them to sing your praises, with a nice referral program or incentive. Evangelists are more powerful than any marketing slogan, as it lends 3rd party credibility.
  3. More Bang for Your Buck: Email marketing simple, cost effective, and can achieve great results . Email marketing allows you to communicate with hundreds/thousands of clients and/or prospects at a very low cost. According to McKinsey & Company research, email marketing yields an average 4300% return on investment for businesses in the U.S. That is huge!
  4. Statistically Measurable: We can track who opened your email, who clicked on which link, and how many forwarded the email (which shows significant interest). Each contact will have an engagement score, to help you know which contacts are your hottest leads and/or which customer is really loyal and engaged.  Stats also help gauge the  the effectiveness of the campaign or subject, so you can make adjustments. You can also do A/B split testing to ensure you maximize the message with the highest conversion rates.
  5. Drip and Nurture: A “drip” campaign can have different messages that are delivered based on the actions/interest of the user. This is a great way to customize the experience for the user, and to encourage them to take action. Don’t be overly promotional in these type of emails. Good information and a consultative sales technique can provide valuable knowledge to the user, while also persuading them to use a product/service.

At CI Media, we are experts in email marketing and can craft a program to help your business or organization. Contact us if you are interested in setting up a consultation. 

Discover how marketers now have a genuine time machine to travel back into the past. It bodes well for the future of your business.

Discover how marketers now have a genuine time machine to travel back into the past. It bodes well for the future of your business.

There’s the old saying – “You can’t be everywhere at once.”

We’ve all been there – you have an event or conference you’d like to attend. It could potentially provide lucrative opportunities or a chance to create awareness for you, your company or product.

But there’s only so much of you to go around. You may have missed an opportunity.

What if I told you that there is a remedy? There is a technology today that will allow you to go back in time and capture a significant amount of the device IDs (e.g. smart phone, laptop, Ipad) of individuals who attend a conference, event, or even a walk/march. 

Or you can map a competitor’s building or property, and harvest the device IDs of those who were present over the previous 6 months.

In each scenario, we can tie a significant portion of the device IDs to an individual’s home IP address. That means you can serve online ads to your targets at home and on the road.

And you will serve online ads direct to ONLY your targets, via the 30+ ad networks that serve ads throughout the internet (think banner ads you see on a blog or a popular website you visit).

For the target, it’s just like any online ad they see when surfing the web. For you, it’s a chance to get the word out, with great frequency, to the exact target or demographic you seek!

It’s called Venue Replay. You can go back as far as 6 months to harvest these IDs. Then, by using the amazing digital, cookie-less technology called IP Targeting, you can serve non-intrusive advertisements that appears on 92% of all sites that carry ads.

And there’s an added bonus! Since our IP targeting product doesn’t use cookies, we can expedite the behind-the-scenes bidding that occurs for the best placement of your ad!  85% of our ads appear “above the fold,” which means your ad will be viewed on the first screen.

Plus, unlike many digital ad platforms that lure significant “webbot” traffic, IP Targeting will serve only to human eyes. There is very little waste.

The power of IP targeting is tied to the amazing volume of impressions your target may see, and the click through rate is impressive, too – about 3x more than the normal online ad.

Bottom line: Venue Replay can turn a missed opportunity into a golden one.

At CI Media, we can craft a marketing plan that includes the power and frequency of IP Targeting.  Contact us if you are interested in setting up a consultation. 

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