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Is Your Company Throwing Away Its Future?

In the case of most businesses who have paid attention and implemented online marketing strategies you will be getting site visitors. These visitors could be on your site at anytime, from the evenings to the weekends. Most website contain calls to action, usually either a phone number, online form or an instant messenger service. But what happens with stored voicemails or messages via the form or an offline chat feature. Insidesales.com did some in-depth research into what companies did with these leads that could potentially turn into new clients. Very surprisingly 53% of top companies don’t respond to these potential clients at all.

This is startling, firstly because inbound leads convert the highest as they are trying to contact you. The research also showed that if a lead was contacted within 5 mins versus 30 minutes, businesses have a 100 x chance at contacting the lead and 21 x the rate of closing that lead. There are a few solutions to these issues and let’s face it, in a tough economy no business can afford to ignore new customers. The first solution is to have your email leads and IM leads be stored within a CMS that is checked daily. Using a CMS means you can customize notifications and change the status of incoming leads. Another great way is call trigger each time a lead is generated.

It works by activating a call trigger each time a user submits a form. A sales rep will then receive a call whisper notifying them of the leads name, phone number and other important details. Contacting them within the 5 minute window will surely increase chances of a conversion. Of course it depends on the type of conversion you are trying to achieve, a content download will probably not require a trigger, however a sales enquiry certainly should be contacted immediately.

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Client Acquisition

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Client Acquisition: How We Deliver Results

Lead Generation

Creating effective marketing and lead generation campaigns can be challenging, confusing and time consuming.  Over the years we have studied different strategies and channels to determine the best source of marketing for businesses.  We then analyzed this data to come up with a platform to deliver targeted and filtered leads to businesses based on the goals and growth.  Instead of driving clicks to a website we decided to take an approach the works with your business based on these goals.  Through this we have created a few core components on how we achieve our results and approach the creation of your campaign.

The approach

When creating a marketing campaign we work with you to analyze the goals of your business and what type of customers you are looking for, this is known as a filter set.  A filter set is comprised of a specific list of filters that determine the value, quality and legitimacy of a lead.  If a lead does not meet the filter sets, we will filter this out.  We then analyze your business and goals to determine the approach we should take with your campaign, this is known as the who, what, when, where and how, also known as targeting.  By creating a filter set and then creating a campaign towards the target market, we are able to provide results and conversions.

How We Filter and Target Leads

  • Identify key measures of what you consider a lead
  • Identify and define the objective of the campaign, keeping it realistic.
  • Understanding the prospect profile and segment based on the needs of your business.
  • Understand the buying cycles of each prospect and determine what and how to move them through the phases.
  • Maximize branding and keep branding and message engaging to take action.
  • Develop corresponding messages that correlate the overall goal of your business.
  • Implement small manageable campaigns, measure results and refine and expand.

The Results

By effectively creating and implementing the correct filter sets and targeting we are able to deliver the leads that you want as a business.  Once a lead meets the specified targeting and filter sets, they will be delivered directly over to your business.  This strategy has proven to be effective amongst many businesses, such as Coscto Finance, Access Line, Lending Tree and more.  To view our case studies, visit here.

This is the approach we take when creating email campaigns for our clients.  If you would like to learn more, contact us today.

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Email Nurturing

Email Nurturing: The PMH Tec Difference

Lead Nurturing Strategy

Writing effective emails can help cultivate strong leads and weed out prospects that are truly not interested.  The core component of nurturing is the email sequences, which are a series of steps and out interactions guided through the emails to help guide a perspective client into a client.

The more targeted information you have and use the better the overall results will become.  Using lead scoring based on previous emails, calls, etc. and trigger based/auto responder emails help develop a continued interaction with prospects.

Nurturing is not about selling directly, although we do want to have a specific offer/goal of the campaign in mind.  It is about helping the prospect understand and educating them about their options by giving them knowledge to make an informed decision.

Common Practices for nurturing Emails

When creating a nurturing program it is more than just sending an email or a series of emails.  It provides a way to develop a relationship between the prospect and us.  It also provides a non-invasive approach to offer a solution to the prospect.

  • Emails are personalized and relevant to the prospect.
  • Educate, inform and help.
  • Allow an opportunity to connect, phone, web form, landers, etc.
  • Help with re-engaging a lost prospect.
  • Offer a next step, which will in turn trigger for another sequence.
  • Identify and define the objective of the campaign, keeping it realistic.
  • Understanding the prospect profile and segment based on the content needs.
  • Understand the buying cycles of each prospect and determine what and how to move them through the phases.
  • Minimize branding and keep content conversational and engaging to take action or leave them anticipating what the next email will have.
  • Develop corresponding landing pages that correlate the message of the email to what is seen on the lander.
  • Implement small manageable campaigns, measure results and refine and expand.

Basic Steps for a Successful Nurturing Sequence

This is the approach we take when creating email campaigns for our clients.  If you would like to learn more, contact us today.

 

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Key Elements of a High Converting Email Landing Page

When creating an email landing page, it is important to have the key components within the email to achieve high conversions. The seven key elements are the headline, the offer, the call to action, product presentation, a confidence builder, descriptive copy, and sign up process. Now some of these elements are optional as there are many ways to create content and layout for an email landing page. The three most important content elements for a landing page are the headline, the offer, and the call to action. Aside from the key content needed, the design and layout of an email is equally as important to how it converts.

According to Hubspot’s, 2012 Marketing Benchmarks Report, 55% of companies see an increase of leads when they segment their marketing efforts and send each to separate landing pages. They saw this jump in leads just by increasing their landing pages from 10 to 15 pages. Layout is also a key factor in how a landing page performs according to Marketing Sherpa’s Landing Page Optimization Benchmarks Report.

Let’s look at each of the key content elements:

Headline

The the title of any written piece which is what captures the reader’s attention or not. It is the content that either gets the email read or bypassed. Creating a compelling title is critical in getting the consumer to convert. Statistics show that on average, 8 out of 10 people will read the headline, but only 2 will actually read the rest of the article. The headline essentially determines how effective your copy is to the reader.

Descriptive Copy

An extension of the headline and provides more information that helps sell the product or service.

Offer

Any product or service discounts that a business is offering its customers. Some examples of offers are; 0 Down, 2.5% APR, No Fees, $100 off, etc.

Call to Action

The copy that tells the customer to take an action on what has been offered within the email. This directs them to take the action you want them to do which could be to make a purchase, to sign up for a newsletter, request for more information, get a quote, etc.

Example Call to Action Buttons

  • Learn More
  • Get Started
  • Click Here
  • Contact Us
  • Download Now

Product Presentation

An image of the product or service that is being presented in an email. It is important to show the product because let’s face it we live in a world where image is everything. A study done by David Daniels on Clickz.com about consumer email behavior found that 55% of consumers actually turn images on when they receive an email. So having an image is important so that the consumer can visualize themselves using your product or service.

Confidence Builder

Providing the consumer a feeling of trust and confidence that your business will provide the service or product it promises. These trust factors could be a list of benefits, testimonials from past customers, trust seals like having a better business bureau seal all give the consumer the feeling that they will be safe doing business with you.

Sign up Process

Usually is a fill out form that captures the customer’s contact information. This is an optional element that may or may not be important to get the person to convert.

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Meta Tags: How they can Make or Break a Site

Out of all the Meta tags available, the two that are the most important are the Meta title and the Meta description.

These two page tags are the key to getting your website pages indexed by the major search engines like Google, Yahoo, and Bing.

The third Meta tag that doesn’t have as much importance anymore is the Meta keywords. This is because the major search engines do not use this as a ranking factor anymore. It also gives competitors a way to look at what keywords you are targeting.

It is best to focus on one keyword or variation of that keyword to a page in the Meta title and Meta description.

According to Metatags.org, research has shown that only 20% of all site pages have these valuable Meta tags in the HTML.

You can see if a website has Meta tags on their page by right clicking on any site page and clicking on View Page Source.

So the studies show that over 85% of websites are improperly tagged or don’t have tags at all and cannot be submitted to the search engines.

Every search engine displays the title and description tags of all site pages.

All title tags should be no more than 100 characters and descriptions should be no more than 200 characters.

With a properly created title and description tags, you can influence the search engines and the person searching for your business.

These tags are the first thing your customer sees on the SERPs or search engine results pages.

So create them to be like mini advertisements about your business.

These not only can make or break your site as far as getting indexed by the search engines but they can make or break whether a potential customer will click on your site or your competitor’s.

There are many great resources out there that can help you create the right Meta tags for your website.

Many will charge for their services so make sure they have the right experience and proven track record of other sites they have written tags for.

For more information about creating proper Meta tags, check out Metatags.org.  This site is a great site to learn what Meta tags are, what they are for, and how to create them for your site.

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    Phoenix, AZ 85042


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