Monthly Archives :

August 2018

7 Strategies to Convert More Leads

7 Strategies to Convert More Leads 900 600 WildFigAdmin

Sometimes we need a reminder to keep our eyes on the prize. We often see a business put tremendous—and effective—effort into generating leads, and then fail to follow through to maximize conversions. Remember that leads are just a means to an end, and the end is making a sale AND retaining a loyal repeat customer. Here are some reminders to help convert prospects, turn those leads into customers and increase your business.

1. Identify Their Pain Points

Knowing your customers’ pain points is key to effective marketing. Survey your sales, tech, and customer service teams to understand in detail what problems your business solves. Gather customer testimonials and solicit feedback. Check out what your competition has identified as customer pain points. Use this information to inform all of your marketing efforts.

2. Build a Strong FAQ Page

Once you understand customer/prospect pain points, you can craft your FAQ page to satisfy their questions and doubts.

3. Target Pain Points with Content Marketing

Keep those pain points in mind when creating blog posts and social media. Not only should you highlight the ways in which your company can help them directly, you should also identify ways to help them in a broader sense. For example, if you offer a point-of-sale loyalty program to retailers, you can earn their attention and respect by sharing general content which would be useful to retailers. This might be original information on your blog, website or newsletter, or it might simply be sharing articles and other resources.

4. Stay In Touch Via Automated Email

Take advantage of the features offered by your CRM and reach out to your leads. Remember, they connected with you because they were interested in your service or product, and they were probably engaging in some comparison shopping. You’ve got to circle around and reconnect periodically, because that’s what your competition is probably doing. Engage in digital, automated marketing—highlight your satisfied clients, your edge over the competition, and your segmented attention to their needs.

5. Set Deadlines For Your Leads

Set up an automated message for unresponsive leads. Contact them with a message along the lines of
“We haven’t heard from you in 30/60/90 days. We wish you the best in your endeavors and we’re removing you from our regular correspondence list. Please reach out any time if you have questions.”

This will help you shed dead wood from your list, which is ultimately a good thing for your sales team. It may also provoke them to ask you the lingering questions they’ve had on the back burner and return to the conversion cycle.

6. Follow Up

It sounds like a no-brainer, but you’d be surprised at how often businesses fumble at this last, key step. You’ll want to rely on both automated and individualized efforts, and you should experiment with different channels to learn what converts best. When you follow up with a customer, you can try a variety of starting points. Consider:

  • Asking directly for the sale
  • Inviting questions
  • Asking a question
  • Offering a limited time incentive
  • Requesting they verify their data
  • Asking what communication channel they prefer.

7. Be Proactive in Seeking Conversions

Remember, your leads are as busy as you are! For the most part, they won’t automatically convert simply from being sent through your conversion funnel. Give them a helpful, friendly nudge and you’ll definitely see a difference in your conversion rates.

 

At Wild Fig Marketing, we’re committed to helping businesses grow. For the next few months we’ll be highlighting each step in the customer journey – attract, convert, deliver, nurture and refer.

This post is focused on the conversion stage and different ways and strategies for converting those leads! Click below for recent articles on how you can convert leads through  your website, landing pages, email marketing, blogging and more! Learn More >>

Millennials & the MedSpa Industry

Millennials & the MedSpa Industry 900 600 WildFigAdmin

Millennials are big consumers of medical spa services. No longer are various cosmetic procedures the domain of the golden generation: The selfie generation has embraced them with vigor.

Millennials Embrace Medical Spa Services
Here are some statistics. According to the American Med Spa Association, the med spa industry is growing rapidly in the U.S. with double digit revenue gains reported since 2010, with an additional 8 percent growth anticipated by 2020 as more millennial clients seek non-invasive treatments. Botox treatments have grown as much as 41% for 19-34 year olds from 2011 and 2015. Even though more Americans are over age 65 than ever before, millennials currently account for 20 percent of med spa patients, and they’re entering their prime earning years.

The American Academy of Facial Plastic and Reconstructive Surgery says

“31 percent of men state they are “extremely likely” to consider either a surgical or non-surgical cosmetic procedure. Of this 31 percent, more than half were millennials between the ages of 25 and 34 years old. Another 34 percent were millennials between the ages of 18 and 24.”

Why Millennials Consume Medical Spa Services

Prevention:
Millennials have gotten the message that early intervention can help maintain youthful good looks. Both men and women in their 20s and 30s are seeking preventative measures and non-invasive treatments. Many treatments, such as Botox, now have a long and reliable track record.

Experiential Not Material:
The millennial generation is known for its emphasis on experience rather than material goods. They’d rather spend their income on looking good than on a new sports car.

Media And Celebrities:
Many celebrities are unabashed about their use of Botox, injectables and more. Groupon gathered these quotes:
Simon Cowell: “To me, Botox is no more unusual than toothpaste.”
Sharon Osbourne: “I think that Botox is one of the best things that’s ever been created for cosmetic surgery.”
Vanessa Williams: “I use [Botox] very sparingly. I want to look natural.”
Jennifer McCarthy: “I am team Botox! I do it here and there. I use very little, so my face still moves.”

Selfie Generation:
Millennials spend as much as one to two hours every day on social media sites, where they’re inundated with pop culture and celebrities, and encounter pressure to measure up to both peers and stars.

Also according to Groupon:
55% of selfies are taken by millennials(compared to 24% from Gen Xers and 9% from baby boomers). Millennials often spend an hour a week just on their selfies (between taking pictures, sharing and editing). The average millennial is expected to take over 25,000 selfies in a lifetime.

Millennials Embrace Technology:
Millennials have grown up with technology, which may reduce their aversion to cosmetic procedures, especially those that are less invasive or well proven. Technology is also creating increasingly customized options, such as DNA testing to identify the best treatments for an individual’s genetic fingerprint.

According to AmericanSpa.com:
23andMe recently partnered with the Procter and Gamble brand Olay to identify what factors help people look younger. Although the study found that certain lifestyle choices might be more significant than genes when it comes to achieving youthful-looking skin, the study illustrates the growing relevance of genetic testing when it comes to product formulations. “In this study, having skin that looks exceptionally young—ageless—was not down to luck; genetics plays some role, but factors within women’s control have larger effects,” says Frauke Neuser, Ph.D., principal scientist of Olay Skin Care. “Future genomics and genetics research might enable us to provide increasingly personalized services and product solutions for women around the world.” Olay introduced a number of reformulated products based on the results of the study. 

Many spas are now offering DNA testing and DNA compatible treatments.

Millennials: Med Spa Customers for Decades to Come
As the millennials’ interest in medical spa services converges with their growing spending power, Med Spa marketing can’t afford to ignore them. Think about it this way: These are potential customers whose loyalty could represent five decades of continued
patronage. While medical spas don’t want to alienate their senior customers, they’re making a costly mistake if they market their
services exclusively to the older demographic. If you’re a medical spa, talk to us about giving your marketing efforts a facelift, and ensuring that you appeal to the millennial generation. With their youth, volume and earning power, they’re a market you want to make a meaningful connection with.

If your business could use help in reaching this generation? Contact us today for your FREE 15 minute consultation with a marketing expert to discuss ways you can specifically target the millennial market!

Content Marketing for Manufacturers

Content Marketing for Manufacturers 900 600 WildFigAdmin

Sometimes manufacturers are reluctant to get into content marketing, thinking it’s more appropriate for “soft” products like food or services. Even manufacturers who buy in to the benefits of CM may fail to pursue it for a variety of reasons: budget, limited time, uncertainty about whether your efforts have an impact, or simply the ongoing struggle to create engaging content.

CM is actually very valuable across all industries and businesses. It may sound counter-intuitive, but a crucial way to distinguish yourself in the vast sea of content out there… is more (and better) content!

Benefits of Content Marketing
How can good CM help you? Lots of ways:

  • It’s cheaper than traditional / print marketing channels, offering a better ROI
  • It increases organic search traffic
  • It attracts high quality, qualified sales leads
  • It drives more conversions
  • It generates measurable, actionable data and valuable analytics
  • It distinguishes your company with consistent brand messaging
  • It boosts the power of your messages through tailored emails and calls-to-action

According to a 2018 study by the Content Marketing Institute, 86% of manufacturing marketers use CM. Of course, it’s one thing to use it–you want to actually benefit from it, and that’s where we’d like to help you in this article.

Quality Content is Crucial
CM relies on good, engaging content. It’s GOT to make readers react, and ideally, it should trigger an urge to share. If it’s not worth sharing, it’s probably not worth reading or remembering, so it’s better to have a trickle of high-quality content than a flood of content that isn’t relevant. Your credibility is on the line, so be critical and don’t waste your prospects’ time–you’ll turn them off.

You Don’t Need a Massive Budget
We won’t deny it: Producing good content requires time and money. You might hire a freelancer or a marketing firm, or you might tackle it in-house, but it will require some resources.

To minimize those resources, start small. First, be sure to leverage your existing content. Review your website, collateral materials, white papers, case studies and testimonials. These categories all contain content that can potentially be repurposed without a big investment. Pace yourself. You don’t need to post every day, you can stretch out your existing material by posting just once or twice a week when you’re getting started. Create a calendar and schedule out your CM, and utilize multiple channels. After you’ve posted a blog entry, you can share it on various social media channels in subsequent days or weeks.

Focus on creating useful, high-quality pieces that you can reuse after an interval, and expand on in the future. If it’s genuinely informative and well-written, it’s evergreen.

Simple Tricks for Creating Engaging Content
It’s common to face writers’ block, but use your imagination and mine your resources. Evaluate your existing testimonials, FAQs, and instructions. Find out what customers ask, say, or complain about, and respond.

Ask yourself “who are my prospects, what are my prospects interested in, what are their pain points?” You can share compelling related content, from other sources. It doesn’t have to be original, it just has to be useful and clearly attributed. Are your decision-making customers usually engineers? HR professionals? Chemists? Accountants? Share information that will help them, and they’ll remember you favorably.

Review existing content. Can you expand on anything or provide an update?

Evaluate what makes you different from your competition, and highlight it. Tell your origin story and the stories of your products, materials, employees, customers, community. Take readers behind the scenes.

Measuring Content Marketing Success
CM tends to generate so much data, you may be overwhelmed, so narrow down what you focus on as you measure success. Start by identifying your overarching goal. If you wish to build a robust social media audience, shares and likes measure your success. If your objective is qualified leads entering your funnel, measure clicks and conversions.

 

Would you like to know how effective your content marketing truly is? Then check out our complimentary Content Marketing Analysis Tool today!  marketinganalysis.wildfigmarketing.com/free

ABC’s (and the DEFG’s) of Email Marketing

ABC’s (and the DEFG’s) of Email Marketing 900 600 Kari Switala

In honor of back 2 school quickly approaching, I thought we’d go back 2 the basics and focus on the ABC’s (and the DEFG’s) of effective email marketing!

  • Audience: Know your audience and tailor your message to speak specifically to them!
  • Be Yourself: Incorporating your personality and a personalized message will help you build rapport and strengthen your relationships with your contacts.
  • Content: Provide interesting and relevant content that your IDEAL client wants and they will continue to open your emails, month after month.
  • Deliverability: Typically Tuesdays, Wednesdays and Thursdays are the best days of the week to send e-newsletters. However, it’s always a good idea to test different times and different days to see which one gets the best results. Marketing to CEO’s? Sundays between 3-7 PM tends to be the best time to send emails to CEO’s.
  • Evaluate: Don’t just send your emails and assume they are effective. Evaluate your open and click through rates to see who’s reading it and what they are clicking on!
  • Frequency: Determining your frequency is important. Typically sending one e-newsletter per month is an acceptable frequency for most businesses. However, you can also refer to your buying cycle. For example, if you own a restaurant you could easily send one email per week to your customers. Whereas, if you own a mortgage company, where the buying cycle is on average 7 years, one email per month or quarter would be more fitting.
  • Goal: Make sure that you’ve identified a goal or purpose for your email. Don’t just create and send a newsletter because it’s September and time for your next newsletter. Identify a goal for the newsletter and incorporate a call to action (to accomplish that goal) in your email.

Ever wonder what kind of grade your online marketing would receive? Well, now you can with our Content Marketing Analysis Tool. With this tool, a member of our team personally goes through your website, blog and newsletter content to find out if your online presence is attracting or repelling your IDEAL clients! Want to learn more? Click HERE!

Want to receive more great marketing tips and strategies? Join our community of business owners and marketers and sign up for our blog. You’ll receive great marketing and entrepreneur-driven content delivered right to your inbox! 

Made In Minnesota – Events By Melody

Made In Minnesota – Events By Melody 900 600 WildFigAdmin

Welcome to our blog suitably titled Made in Minnesota where we explore different Minnesota-based businesses and learn some helpful tips along the way! The blog format is a Q&A, conversational style that allows you as the listener to lean in and get to know some great Minnesota business owners on a personal level. You will hear stories of big dreams turned reality, obstacles encountered and how they were overcome, things business owners would love to go back in time and change and fun little tidbits you wouldn’t otherwise be privy to! Sound like fun? Pull up a chair and get ready to meet Melody, founder of Events by Melody, located in Minneapolis, Minnesota.

Welcome, Melody! Thanks for being here today.
It’s great to be here!

We would love to learn a little bit about you and how Events by Melody got started!
Sure. Ever since I can remember, I knew that someday I would start my own business. I wasn’t sure what that would be exactly but I knew that working the Monday-Friday, 9-5 job just wasn’t for me. 
In early 2016, while I was still working at my full-time marketing job, I created a logo and website, you know, just for fun. I thought to myself, I’m going to be an event planner! I had always helped friends plan and coordinate their weddings and I was helping the engineering firm I was working for plan their corporate events (holiday parties, retirement parties, golf events etc.) Planning events has always been something I’m passionate about and I wanted to help others. 
When I launched my business in July of 2016, it took about a month but my first prospective client called…it was a bride looking for coordination services for her upcoming wedding. Long story short, her wedding was a few short weeks later and I quickly had one wedding under my belt. From there, the Events by Melody name spread rapidly. By the end of 2016, my company had coordinated 11 weddings and 1 corporate event (all while still working my full-time marketing gig!) In 2017, we coordinated 41 weddings and 2 corporate events and in 2018 we have 50+ weddings on the calendar (and counting!) Now I’ve got a whole team to back me up. Oh, and I ended up quitting my marketing job!

Q. Can you tell us a little about the services you provide?
A. Events by Melody specializes in weddings as well as corporate and non-profit events. The majority of our business is weddings, where we focus on wedding planning, design and coordination. Some of the corporate and non-profit events we plan/coordinate include holiday parties, award ceremonies, golf events, walk/run events and more!

Q. Looking back…do you think you were destined to be in this business?
A. Absolutely! When I was in elementary school, I would sell pencils to my classmates. In middle school, I tried selling landscaping rocks from my neighbor’s front yard (shhh!). That didn’t work so well though. Apparently nobody wants to purchase these from a 12-year-old kid but hey – I tried! In short, I’ve always been driven and motivated and wanted to become my own boss and own my own business for as long as I can remember!

Q. What do you find most challenging about the business you’re in?
A. The wedding/event planning market is saturated and there is a ton of competition. To be successful in this industry, you have to differentiate yourself. Whether this means having a clean and modern website, staying heavily active on social media or attending networking events and really putting yourself out there, you have to stay top of mind…always!

Q. If you could start your business all over again what is the number one thing you would do differently?
A. Honestly, nothing. I got to where I am today because of what I did from Day 1. While I could have done things differently, I would likely still be on the path I’m on. I’m a firm believer in the saying, Everything happens for a reason!

Q. Being an entrepreneur requires a lot of juggling…how do you stay focused or get re-focused?
A. Organization is KEY. I use a monthly planner/agenda book, set reminders in my phone and create to-do lists. (I LOVE crossing items off the list. Best. Feeling. Ever.)

Q. If you only had $500 to spend on growing your business, where would you spend your money and why?

A. I would spend that money on my team! I would love to treat my team to a group outing/team building experience. My team is what helps make Events by Melody successful and I couldn’t do it without them. Treat your employees like they make a difference and they will.

Q. What are three words you would use to describe your organization?
A. Professional, fun, authentic.

Q. Something fun…if you could start any business today what would it be?
A.
A doggy day care! This is actually the business I wanted to start years ago before I started Events by Melody. I LOVE animals and think this would be so much fun. And who wouldn’t want to hang out with cute doggies all day?!

Q. What’s the best advice you’d give a business owner who is just getting started?

A. Have patience and believe in yourself. You can achieve anything you put your mind to. You will have failures along the way and make mistakes in the beginning but take these in stride and remember that at the end of the day, they are learning experiences.

If you’d like to learn more about Events By Melody, visit them online Eventsbymelodymn.com.

Want to be featured in our Made in Minnesota blog series or do you know of a really cool business that would make a great feature? Contact us today!