Author Archives: Jessica Mulholland

Stop Chasing Leads and Make Them Come to You

first date

Think of a lead as a first date. Are you the guy swiping through Tinder in a desperate attempt to score one? Let’s call this guy Matt. Matt pours all his energy into finding a date, spends his time double and triple texting women only to be ignored. All while his sister Kate has a seamless, effortless strategy that results in her leaving with a man every time she goes out.

 

Are you desperate for leads?

If you’re attempting to compete against Google’s ever-evolving complex SEO algorithms or fight against thousands for an AdWords click, it doesn’t surprise us if you are feeling like Matt; desperate for leads, pouring in all your resources, following best practices, and still not getting the results you desire. Fortunately, there are better methods of lead generation that don’t require you to fight against the masses for a lead and can help you gain a second or a third date without even trying.

 

Capitalise on LinkedIn’s advertising opportunities 

We all know that social is everything. LinkedIn is the frontrunner for B2B marketing and as a platform, is taking the business world by storm with over 433 million users(i). This doesn’t surprise us, as LinkedIn’s social selling capabilities allows B2B businesses to generate sales-worthy leads efficiently, in a valuable and personable.

LinkedIn has a few PPC campaign options you can use to make leads flock to you like you’re the hottest guy in the room; all you have to do is pick the ones that best meet your needs. Your options include Sponsored Content, Sponsored InMail and Text Ads.

 

What will LinkedIn advertising do for my business?

Unlike other PPC channels, LinkedIn advertising is built for B2B professionals, allowing you to raise awareness among valuable prospects. In fact, four out of the five members that you reach have an impact on business decisions within their organisations(i).

With each PPC campaign, you have the power to reach over 7 million targeted prospects, including 84 thousand SME’s, 997 thousand decision-makers and 100 thousand CXO’s(i).

Once you’ve reached prospects, they are much more inclined to click on your profile and connect with you, allowing you to build relationships and increase lead generation.

 

Build your campaign around your needs

Don’t let the marketing term ‘PPC campaign’ intimidate you, it’s so simple that you don’t even have to be a qualified marketer or have experience with Google AdWords to launch this for your business, however it is critical that you get your messaging and target audience spot on to reap the results.

The specific target audience and the number of prospects you reach is completely up to you. LinkedIn allows you to select your ideal audience according to key business criteria including location, company name, industry, size, job title, function and so on. Ensure you build target audience profiles before setting up your campaign so you’re clear on the audience you want to talk to. Learn how to build target audience profiles. 

 

How to reduce your advertising costs 

You may be under the impression that LinkedIn advertising will blow your budget, but in fact, LinkedIn’s PPC advertising costs operate similarly to Google AdWords, so you can build the campaign around your business’ requirements to make it work for you. You have the option to place a bid based on the cost per click (CPC) or cost per impression (CPM), set a daily budget, the campaign dates, and a total budget.

Once you’ve launched your PPC campaign, you will automatically reach prospects as they scroll through their social feed or open their inbox. If you’re already running an AdWords campaign or another form of PPC advertising and you’re unsure of how LinkedIn ads will weight up, run a trial period, and compare the results.

 

Want to outsource your advertising? Contact Us today for an informal chat.

For more information on how to become a LinkedIn expert? Check out our useful resources below:

Social Selling LinkedIn – A Waste of Time or Business Growth?
Win Sales Through Social Selling
Infographic: 8 Steps To Become A Top Social Seller

 

 

References

  1. https://www.linkedin.com

This Could Be The Biggest Game Changer for Your Business In 2017

blog-post-jan

Whether you’re sitting on a bus, at work, on a beach in Hawaii, or in a Doctor’s office waiting room, the world of social media is at your fingertips and you’re most likely tapping into it… unless you’re in Hawaii, maybe the lush tropical scenery is enough to distract you from your social feed. But then you would want to share it with your friends on Facebook or Instagram right? This is the norm in 2017. More than half the population check social media between 1 and 20+ times a day while Facebook, Australia’s largest social network receives approximately 13 million unique local visits per month –this is over 57% of our total population*.

With so much social activity on a daily basis, 40% of retail purchase decisions are influenced, with social media users 26% more likely to purchase than non-users*. Social media is no longer something that some people have and some don’t, it is engrained into society as a primary method of communication and connection. And it’s not just millennials who are on board, in fact 93% of Australians aged 30 – 64 are on Facebook and 52% check their socials at least once per day**. As Tony Robbins demonstrates, connection is one of our six basic human needs and we will take advantage of any opportunity that takes connection to the next level, which is what social platforms do for us.

What does this mean for your business? It means it’s the perfect time to step up your social media plan and take action so you can begin reaping the benefits. Leveraging the positive opportunities that our ever-connected world provides can help you win hearts and minds.

The Social Media Channel Challenge

With so many social media channels and capabilities out there, there is a strategy and channel that will reach your target audience and meet your objectives, however it can be a challenge to identify what that is for you. We believe there is no standard social formula that will work for everyone, so we create strategies specific to each of our clients’ target audiences and objectives. For example, if visuals are your strength you may share them through Instagram or Pinterest, whereas if your objective is to engage business professionals, LinkedIn social selling should be your focus.

Below we’ve outlined three essential trends that will continue to grow and become widely successful for marketers in the year ahead. Keep these in mind when developing your own social media strategy and adapt them in a way that resonates with your target audience.

Be meaningful

Regardless of which social channels you employ, starting a meaningful conversation will strengthen the interactions you have with your audience. Consider the values held by your customers and tap into these when creating your message. If you want a reaction from your audience, talk their language and don’t be afraid to stir them up with topics they are most passionate about. This will help your customers trust you. Donald Trump used this technique in his successful social campaign #makeamericagreatagain, while the feminine hygiene brand ‘Always’ created their #likeagirl campaign around gender inequality to engage their female audience.

We want real time and we want it now

You may have already noticed a pattern forming around real time video. It began with the phenomenon of Snapchat and was quickly leveraged by Facebook as they introduced ‘stories’ on Facebook and Instagram. This allows users to share a quick unfiltered video or snap with their followers, deepening their connection with a more personal dynamic than traditional social media posts provide.

Twitter’s Periscope takes ‘stories’ a step further with video livestreaming and Facebook have recently jumped on this bandwagon too, integrating livestreaming features into Facebook and Instagram.

This is online social connection at its finest; being able to create immediate content and receive your audience’s feedback via instant messages while you’re live. This trend can be leveraged by using an influencer to promote your product or service in their live video stream, taking a live video at your special event or to have a live Q and A with your followers.

Harness the power of the influencer

Remember it doesn’t just have to be your own social presence and content that counts. If there are social media influencers with the same target market as you (which there almost always are) why not leverage their existing following and ability to create content by tapping into influencer marketing and asking them to promote you? For example, if you’re marketing a health food product, reach out to health and lifestyle influencers to try your product and promote it in a video or social post.

2017 is the year to transform your connection with your audience to the next level with the power of social media. If you want support in your journey to social success email us at ask@permission.com.au or call us on 1800 737 266 for a casual chat.

Want more?

Check out our eBook: 5 Steps to Social Selling to learn how to build long lasting customer relationships with social media.

 

References

*Deloitte Digital (2015) Navigating the New Digital Divide. Digital Influence in Australian Retail

** https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF

 

Your Email Marketing Game Changer – Dynamic Content

dynamic_content_epsilon_blog-banner

You’ve probably heard the marketing term “dynamic content” but has anyone told you how much it can improve your email marketing campaign? Unfortunately, many marketers are unaware of the power of dynamic content and are therefore paying the price. In fact, they are losing out on the 18 times more revenue that they could otherwise be driving if they took advantage of dynamic content*.

What makes Dynamic Content so powerful?

Whether it’s a personalised welcome email, special birthday message, or information on a product that interests them, dynamic email content makes your audience feel valued and special. If you put in the effort to communicate with your subscribers in a way that resonates with them, they will in turn give you their trust and engagement, leading to a better response and impression of your brand.

Get clear on your goal

Before diving into creating content, get clear on your goal to ensure you create the content that will optimise your ROI. While your goal needs to commercially drive sales, it’s also important to consider how you want your readers to feel and the action you want them to take after reading your content.

Understand your database and its structure

Consider what data you have and how it can help you achieve your goal. Once you understand what data you have you can create list segments according to your reader’s characteristics and make your email deployment process a whole lot smoother!

Ensure you optimise the data you have access to, this not only includes the data that prospects have provided in a form, but also behavioural data such as the time and location of their interactions and the weather in their area. For example, if your goal is to increase sales of a specific product, your lists should be structured in a way that identifies those whose website activity shows interest in the product. They may also be in the right location, be the right age and gender or have previously purchased a product that is complementary to the one you would like to sell.

If you do not have access to any data, you can start building your database by adding gated content to your website. Find out more.

Create the right content

A huge 74% of online consumers are fed up with seeing content that doesn’t relate to their interests**. The best content is relevant content. If you’re relevant to your audience, be prepared for a flood of returning visitors to your website.

Make your dynamic content relevant by reaching out to subscribers in their own language, showcasing specific offers on products they have been viewing, relating your content to the weather in their location or displaying a live feed with the most up-to-date information on a topic they have been following.

You can deliver your dynamic email in four key ways including conditional content, where specific messaging is displayed based on set criteria, XML or remote content, an API single send, where your content is specifically personalised for one reader, or a real-time email where content will adapt when the email is opened according to the location, device or weather.

Want more information or need to talk it through? Contact us for a personable chat or read up on our best practices on email deliverability.

 

References
* http://www.marketresearch.com/Marketing-Market-Research-c70/

**http://content.adestra.com/hubfs/2016_Reports_and_eGuides/How_to_amaze_subscribers_and_add_value_with_dynamic_content.pdf

 

 

Email Marketing Today vs. Tomorrow

article-banner

Whether you know it or not, you are living and breathing in an email marketing revolution. I am sure you’re aware that data is a marketer’s most powerful mechanism and the opportunities that come with this are shaping the future of marketing. Our ability to tap into your customer’s behaviour more than ever before is affecting many facets of your marketing strategy; email marketing being a major one.

Where are we now?

When looking for a vehicle to communicate to customers and prospects, an email newsletter seems like a logical choice right? It allows you to send new content to your database and is the method that 83% of B2B marketers use today. However, whilst this is the ‘go to’ for many businesses the return is mediocre. Average email open rates for SME’s are 18.31% and average email click through rates (CTR’s) for SME’s are 2.06%

Newsletters have been great while they lasted, we ourselves use to send them monthly and they were well received at the time, but as our access to data grows, so do new and improved marketing capabilities and it is up to you to take advantage of this. A newsletter may be useful every so often to send general information to a wide database, but you should no longer rely on this to generate leads or sales.

Where are we going?

Automated email campaigns, also known as ‘drip marketing’ is the new method of email marketing and adoption is growing rapidly. Already an average of 49% of companies use automation, and 55% of B2B companies are in the process of adopting the technology.

Why is this the future?

You may wonder why automated email campaigns are becoming so prevalent, or if it’s worth changing your current email process. Aside from the fact that your competitors are doing it, average automated email open rates are a huge 62.07% and click through rates are 119% higher than single sends, such as your current email newsletter.

What’s more is the increased return you’ll receive using less resources. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost, and they make 47% larger purchases than non-nurtured leads.

It is evident that change is here and before you know it, automated email campaigns will be the norm and companies who have not taken advantage will quickly fall behind. Avoid this by becoming a front-runner in the transformation of email marketing, so competitors are looking to your success as they attempt to catch-up. Not sure where to begin? The right digital partners can help set you on the right path and ensure your resources are optimised in the process.

To gain more insight into automated email campaigns check out our Marketing Automation Strategy Guide. Prefer someone a talk you through it? Contact us on for a personable chat – call now

References

http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf 2016

2016 http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ 2016

http://www.hubspot.com/marketing-statistics

Emailmonday “The Ultimate Marketing Automation stats”. (2016)

Adestra Panel: The future of email marketing is about contextual data

email-marketing_3

Recently Permission’s Managing Director Rick Merten debated on a panel of industry representatives about the ongoing relevance and use of email as a marketing and communications vehicle and the data insights helping keep it relevant. CMO released the below article on the debate: 

Trigger-based emails that combine a brand’s first-party behavioural data on customers with third-party insights are just one of the ways marketers can strive to ensure their email marketing stays contextual and relevant.

Speaking during a panel session at today’s Adestra ‘Future of Email Marketing’ event in Sydney, the vendor’s president, Matt McGowan, cited a rapid increase of US marketers sending automated emails based on triggers that unite CRM and first-party data overlaid with third-party insights, such as weather, time of day and external audience data.

“That’s a trend that shows advertising and marketing are starting to come together for the first time,” he told attendees. “When ads get relevant people often start freaking, but in the marketing world, if you send that email at the right time and to the right audience, it’s valuable and personal because email is permission-based.”

McGowan also suggested marketers still sending indiscriminate emails should cut their ad budgets to zero.

“Until you have your CRM and your first-party data in order, and you’re sending smart messages to customers, what’s the point in going out and acquiring new ones?” he asked. “If you don’t have processes in place to engage those customers, understand who they are and send intelligent messages, you’re wasting a big portion of those acquisition dollars.”

Naked Wines has been using the Adestra platform for a number of years to run its email marketing and communications strategy. Its Australian marketing leader, Lachlan Murphy, said the group is tapping into the social aspects of its crowdfunded website, such as user reviews and comments, as a way of capturing more behavioural data on its customers.

The company is also tracking whether consumers came to the site organically, or as a result of remarketing, and then attempts to talk specifically to that.

“We can segment our database based on likes and dislikes, individual products and styles of products, which means we can go out with the same campaign to everyone, but split into groups into things like guys that love red wine, sort of like, and don’t like red wine,” he explained. “Customers feel like they’re being individually talked to, and you get massive engagement from people that really like a particular type of wine.”

This has allowed Naked Wines’ communications to become a utility to those who consume wine, McGowan said. “The secret sauce is in your CRM and database – it’s how you segment, inform every action and intent,” he said.

Other panellists agreed it’s not the size of your email marketing list that counts, it’s the people you’re talking to and how you tailor your message. Head of digital marketing agency Permission, Rick Merten, said a common challenge with clients is how to get them to look beyond volume to value.

“The tipping point is when they start saying they want to send to 100,000 people. It’s not about the size of the list, it’s about talking to people that count, rather than counting the people you talk to,” he said. “You’re better to get larger open rates with more engaged people, than sending as many emails as you can.”

Merten highlighted three areas of focus. The first is taking a strategic approach, looking at what business challenge is being overcome, the customer journey, and the data that adds value to that. The second is having a clear communication strategy.

“If someone subscribes to an email from a retailer for example, often the first thing we do is send a newsletter,” he commented. “In that model, there’s no on-boarding, what the business is about, and no education process is being built. You don’t get the value of building a relationship with the brand. Having a communications strategy is about how to get that second purchase, and the journey the customer goes through to get to that purchase.”

The third element is technology enabling marketers to send more tailored and contextual emails, such as automation, Merten said.

Another discussion point for the panel was email’s future role as mobile and wearable devices become the primary means of accessing information and geotargeting becomes the norm. McGowan noted 75 per cent of emails today are being opened via mobiles.

“Now you can use it to see where a person is, and use email differently,” he said. “Similarly to in-app messaging, for example, you could deliver an email when someone is walking by your store. You can look at their location, which may contradict the location you have for them in your CRM, and communicate about where they are, versus where they are from or where they’re offices they work in.

“This will help us send smarter emails moving forward and drive better engagement from the recipient.”

And despite fears the rise of new channels and younger, digital native audiences would kill off email, a new survey of 1200 Australian consumers by Adestra found 77 per cent of millennials still prefer brands to send them email communications over any other method of communication.

“Personal communication between friends is about messaging apps, but for business communication, it’s all about email,” McGowan said. “There’s a lot of development work going on with chatbots and brands trying to get involved in messaging apps to engage with consumers, but I’m not sure that’s the right move at this time.”

However, McGowan again stressed consumers are going to be less and less forgiving to brands doing email incorrectly. That same research showed 44 per cent of Australians have a dummy email account in order to field emails they don’t want to receive emails.

“The largest threat to email is overuse and abuse,” he said. “The intelligence engine behind delivery, why and when you send a message needs to continue to evolve. And if you’re not communicating via email in an intelligent manner, consumers will be quick to unsubscribe or in some way disengage with your brand.”

Upside Digital’s Lee Bush, added it’s high time brands got their contextual positioning in order. And that requires behavioural data.

“Many of our clients use demographic data and stop there. You need to move to behavioural data – what are they browsing, their clicking history, plus overlay the contextual stuff, such as when are they opening, time of when they open, getting down to engagement levels,”she advised.

Article Source: http://www.cmo.com.au/article/607148/panel-future-email-marketing-about-contextual-data/

 

Boost Your Social Engagement with Instagram Business Profiles

how-to-use-instagram-for-business

Instagram has just become a marketer’s best ally. With the rise in sponsored content on Instagram in 2016, we knew that a solution for businesses was in the works and as the owners of Instagram, Facebook certainly had a plan and they did not disappoint. The long awaited Instagram business profiles are now here and ready for you to unlock.

What are the benefits?

A contact button for prospects to reach you straight from your Instagram profile and an analytics and insights built into the app. This is what we like to see.

You can now connect Instagram to your Facebook business page and update your Instagram with your phone number, email and location. This is seamlessly integrated with smartphones so users can directly call or email you by clicking the button within Instagram. Your Instagram audience can also click your location and be directed to maps so they can easily find you.

 

1  2

 

Since you now have access to this handy contact button on your profile and your location is displayed as a link, you can put your bio character limit to better use. This is great news as you can use this space to engage prospects with your brand. Present your audience with a piece of the puzzle to your brand story that will drive them to look through your profile and contact you.

Promoting your content has also never been easier. Under each post is a nifty ‘promote’ button that once clicked will seamlessly guide you through a few steps where you can select your target audience, campaign duration and budget and set your promoted post live.

What’s more is the insights that you now have access to. Instagram now provided a convenient way for you to check your Instagram stats, see how many people have viewed your posts and profile and even clicked through to your website. At a quick glance you can also see which of your posts are most successful and the demographics of your followers.

 

4

 

How to switch to an Instagram Business for your profile

Firstly, you’ll want to make sure you have the latest version of Instagram installed, so check your app store for any Instagram app updates.

Once your Instagram has updated and is back in action, go to your Instagram profile settings in the top right corner and click ‘switch to Instagram business’. This option will take you through a series of prompts where you can connect your Facebook business page and enter your contact details.

Now that you’re up and running with a fresh profile, ready to engage and convert Instagram followers, you’ll need fresh content to match. Keeping your followers engaged by consistently posting relevant and valuable content is the key to social success.

If you’re time poor or don’t have the right resources to upkeep your social channels, outsourcing the right social media experts to do this for you can help you generate the results you desire.

 

Want more information?

Contact us, browse our services or visit our resource library for more insights into digital marketing.

How to Ask for Connections on LinkedIn

LinkedIn-connection-request-message-850x476

You’ve probably heard marketers say that LinkedIn is the answer for every B2B marketing strategy; it’s a way to find prospects and build relationships that could generate sales, all via your mobile device. While all of this is true, as you scroll through LinkedIn performing prospect searches, you may be faced with uncertainty when it comes to reaching out with a connection request. How do you give your best first impression and intrigue your prospect in just a few lines?

Knowledge is power

You know the feeling when you meet someone new and find a common ground to connect on? You can instantly relate to one another, establishing a foundation for mutual understanding and trust. This is the feeling you want to replicate with your prospect through your connection request.

To cultivate this feeling you must be equipped with the right knowledge of your prospect. The more you understand about your prospect, the better you can connect and offer value to them.

The 3 x 3 rule

The 3 x 3 rule is an effective model that will help you gain knowledge on your prospect and identify a common ground to connect on. Simply invest 3 minutes to find 3 things in common with your prospect. Once achieved you can confidently reach out, catching their attention with a topic that interests them. This is your key. Your message needs to be about them.

How it’s done
It’s as easy as a 3 minute read through your prospect’s LinkedIn profile. Check out their interests, groups and hobbies as well as their location, company, skills and university; the list goes on. Maybe you have a mutual connection, common goal or have previously worked for the same company. Whatever it is, use it to your advantage.

Use their language

While your request should be succinct, the language you use in this short message is everything. Look at how they communicate on their LinkedIn profile and use this as a guideline for the tone of voice and language you should use in your request.

A final consideration

Put yourself in your prospect’s shoes. Consider the type of communication it takes for you to respond in a positive way. Understand that building relationships online is the same as it is in person; it takes time, respect and grace. Get to know your prospect’s needs, passions and interests and respond accordingly. Read the new formula for connecting with B2B buyers

Need connection request templates or digital marketing specialists to help you along your social selling journey? Contact Us or visit our Resource Library.

Want More?

Video – Social Selling LinkedIn – A waste of time or business growth?

eBook – 10 things B2B companies should be doing on LinkedIn

Podcast – Rick Merten talks digital marketing

 

What You Need to Know About LinkedIn PPC Advertising

LinkedIn-Advertising-Page

Are you running an AdWords campaign and not seeing the results you desire? Or maybe you’re looking for a PPC advertising channel that has a better targeting method than the keyword algorithms invented by Google.

LinkedIn is the frontrunner for B2B advertising and as a platform, is taking the business world by storm with over 433 million users(i). This doesn’t surprise us, as LinkedIn’s social selling capabilities allows B2B businesses to generate sales-worthy leads efficiently, in a valuable and personable way.

 What can LinkedIn advertising do for my business?

Let us first outline the opportunities that come with advertising on a platform that is flourishing in the business landscape. Unlike other PPC channels, LinkedIn advertising is built for B2B professionals, allowing you to raise awareness among valuable prospects through your LinkedIn updates . In fact, four out of the five members that you reach have an impact on business decisions within their organisations(i).

With each PPC campaign, you also have the power to reach over 7 million targeted prospects, including 84 thousand SME’s, 997 thousand decision-makers and 100 thousand CXO’s. – LinkedIn.

As LinkedIn is ultimately a social channel, once you’ve reached prospects, they are much more inclined to click on your profile and connect with you, allowing you to build relationships and increase lead generation.

How it works?

The process itself is as simple as setting up your ad account and creating your campaign. Don’t let the marketing term ‘PPC campaign’ intimidate you, in fact you don’t even have to be a qualified marketer or have experience with Google AdWords to launch this for your business. Once you’ve launched your PPC campaign, you will automatically reach prospects directly as they scroll through their social feed, browsing the latest insights into the professional landscape.

The specific target audience and the number of prospects you reach is completely up to you. LinkedIn allows you to select your ideal audience according to key business criteria including location, company name, industry, size, job title, function and so on. Ensure you build target audience profiles before setting up your campaign so you’re clear on the audience you want to talk to. Learn how to build target audience profiles.   

The cost?

You may be under the impression that LinkedIn advertising will blow your budget, but in fact, LinkedIn’s PPC advertising costs operate similarly to Google AdWords, where you build the campaign around your business’ requirements. You have the option to place a bid based on the cost per click (CPC) or cost per impression (CPM), set a daily budget, campaign dates and a total budget.

If you’re already running an AdWords campaign or another form of PPC advertising and you’re unsure of how LinkedIn ads will weight up, run a trial period and compare the results.

 

Want to outsource your advertising? Contact Us today for an informal chat.

Want more information on how to become a LinkedIn expert? Check out our useful resources below:

Social Selling LinkedIn – A Waste of Time or Business Growth?
Win Sales Through Social Selling                                                                                                    Infographic: 8 Steps To Become A Top Social Seller

 

References

  1. https://www.linkedin.com

 

Your sales teams profiles are a reflection of you – Managing your sales teams profiles

5-Ways-to-Boost-B2B-Sales-Through-LinkedIn-Social-Selling-300x200

LinkedIn is one powerful tool for generating leads and closing sales but this savvy social platform only works for sales professionals who have a well-written, active profile that captivates audiences.

Often the only way to ensure sales teams profiles are up to scratch is to take matters into your own hands. Whilst this can seem time consuming, we have 6 top tips that will allow you to achieve this both efficiently and effectively.

Our LinkedIn profile tips could be the difference between standing out from the crowd and engaging and converting prospects or being completely ignored as the stereotypical ‘annoying sales rep’.

1. Get your priorities straight

Don’t let LinkedIn be one of those tedious tasks that is continuously pushed to the bottom of your to do list, as what could have been a simple task will be overblown into something much bigger than it is. Book a time in your sales team’s calendar that is dedicated to updating their LinkedIn profiles and provide best practice guidelines with examples to ensure updates are effective.

2. Put your potential prospects first

A quick description and job title is not enough for an effective sales manager profile. A profile needs to be strategic and give your prospect the information they want to hear so they are more inclined to differentiate you from every other sales reps that contacts them.

 3. It’s all in the LinkedIn title  

Only 40% of LinkedIn sales profiles include “sales” in their job titles(i). It’s important that your sales staff clearly display their role in their LinkedIn profile to ensure your prospect relationships begin on an honest note.

 4. Be credible with consistent content

Consistency is always key, especially on LinkedIn. If you want you and your team to be the “go to” people for expert advice and the latest insights in your industry, it’s important that you and your team are consistently posting thought leadership content. This will ensure your prospects notice you before talking to competitors. While this may seem like a lot of work, marketing automation allows you to create a content plan and schedule LinkedIn updates to the profiles of your entire sales team with the click of a button. Learn more about automated content marketing.

5. Expand your reach with LinkedIn groups

Not only can you use content to engage your sales rep’s LinkedIn connections, you can also target specific industry groups on LinkedIn, thus reaching hundreds or even thousands of prospects. This can also be automated in a matter of seconds, requiring no effort from your sales teams, allowing you to seamlessly manage their profiles.

6. Build a quality reputation 

 A LinkedIn reputation is furthered with recommendations and endorsements. This demonstrates to prospects that you and your team are trusted experts. While colleague recommendations are great, asking for client recommendations is much more credible and relatable to your prospects.

As you manage your sales team’s profiles, you are in fact managing and extending your brand across the digital landscape. For more information on taking the next step in managing your sales team’s profiles, contact us for a helpful discussion or learn the social selling the steps to success.

 

  1. https://ideal.com/what-the-best-linkedin-profile-for-sales-looks-like/

Have you Optimised the Time of your Sales Cycle?

speed-up-your-sales-process-in-4-steps-en

The sales process can be a long and drawn out one if you’ve not converted to modern marketing. What has previously been an ambiguous process, reliant on intuition during meetings, when exchanging calls and replying to emails, is now a seamless and efficient process. Modern marketing platforms are available to help you convert your leads through your sales cycle, allowing you to focus your time on the ‘low hanging fruit’.

Marketing automation utilises customer data to take your customer on a journey from marketing ready prospect to a sales ready lead. Chances are you already have the foundations of this in your CRM or have data gathered from forms on your website. Marketing automation platforms configure this information and provide you with behavioural insights into where each prospect sits in the sales cycle, as well as the capability to drive their buyer journey.

But before you become overwhelmed delving into a library of data, you need a strategy to ensure you have a clear road map to put your data to optimal use.

  1. Define the data you need using buyer personas and the buyer journey

If you haven’t already, take a close look at who your buyers are and create buyer persona’s for each of your target segments. Find out how to target the right audience. You can then outline the stages of your sales cycle by mapping your customers’ buying process and identifying their key decision points. Matching the buyer decision process to the stages in your sales cycle will allow you to gauge which data you need to convert your leads. Is it important for you to know your customers’ biggest pain points, business size or mobile number?

  1. Tell your story with content marketing

Once you’ve accessed all the data you could ever need, what are you going to do with it? You need effective content to engage your prospects and influence them to take the next step. We all love a good story, one that grabs our attention and leaves hanging to find out what will happen next. It’s not only your favourite novel that can leave this impression; in fact you can replicate this exact effect onto your customers with your content. Using marketing automation and content marketing to deliver the next piece of the puzzle at each key decision point in your buyer’s journey, will build an attachment to your brand and leave them wanting more.

  1. Lead scoring and notifications – ‘pick the low hanging fruit’

Did your prospect just click on your social media post, visit your website for a third time and download a form? You may be blind to these occurrences without a seamless automation platform. Marketing automation allows you to assign each lead with a score according to their actions and notifies you when your lead is sales-ready. With this insight you can pick the ‘low hanging fruit’ and be efficient in who you target with your marketing efforts.

  1. Use an informed sales approach

Using data to contact prospects at the right time with information that is valuable and relevant to their stage of the buyer journey will help differentiate you from every other ‘salesy’ cold caller that only leaves customers with a bad taste. To further resonate with your prospect, use your buyer personas and data to identify their priorities so you talk to these to build a strong and trusting relationship.

Don’t leave your business stuck in manual marketing processes that drain your resources and result in an ROI that is less than anticipated. In fact, don’t even leave yourself second-guessing what your sales results will be. Implement a strategic and automated sales process with marketing automation and effortlessly convert more leads at a lower cost.

 

Want more?

Find out how to transform your marketing from manual to modern

Read the strategic guide marketing automation

Want to start a discussion? Get in touch