Lead Generation

B2B LinkedIn Marketing Strategies

3 EFFECTIVE LINKEDIN MARKETING STRATEGIES FOR B2B BUSINESS

3 EFFECTIVE LINKEDIN MARKETING STRATEGIES FOR B2B BUSINESS 900 600 Kari Switala
B2B LinkedIn Marketing Strategies are a lot like fishing.
Lake of the Woods

I just had the opportunity to go ice fishing for the first time up at Lake of the Woods in Baudette, MN. Which, if you’re wondering, is located near the border of Minnesota and Canada. In fact, we could see Canada just across the Rainy River from our cabin. 

To say that I was a bit apprehensive about this trip would be a major understatement. I didn’t know what to expect, but the idea of sitting in an ice house on a frozen lake for 9 hours a day when it was 20 below zero was a bit daunting, especially since the longest I’d ever fished before that was about 30 minutes (most of which was spent holding a fishing rod in between my knees while I read my book and sipped my wine). I likened this experience to what our clients must feel when thinking about marketing their business on LinkedIn or using LinkedIn as a lead generation tool. They’re unsure how much time it will take, when they’ll actually see the results, and if it will be worth it. Are you seeing the parallels between my ice fishing experience and LinkedIn marketing yet?

B2B LinkedIn Marketing Strategies

B2B LinkedIn Marketing Strategies
Kevin reels in a whopper!

In this article, I’m going to share my top 3 LinkedIn marketing strategies for B2B businesses. I’ve utilized these strategies successfully over the past 10 years, and they have made LinkedIn our #2 source for new clients (our #1 source is client referrals). Please note: Implementing these strategies will not likely generate a ton of new leads overnight. Much like ice fishing (or fishing in general) it takes time and patience to reel in the big ones…or at least get a bite.

#1. Create a LinkedIn Content Marketing Strategy

To create a LinkedIn content marketing strategy you have to determine WHO your target market is—who you’d like to attract. Think about this in fishing terms (wow…I feel like I’m starting to portray myself as a fishing expert—fear not, I’m still a novice who cannot yet bait her own hook): If you want to attract a certain species of fish you have to use the right bait to lure them in. Knowing who your target audience is will help you determine what kind of content they might be interested in or find helpful and relevant. 

Once you know your target audience and what types of content they might find interesting, I suggest putting together a simple Excel spreadsheet or Google sheet to lay out your posts and make sure you have a good mix of content. Here’s an example of what that might look like if you’re posting 3x a week:

Monday – Post an inspirational or uplifting quote/graphic or a funny Monday 

meme. (BTW…Canva is a great tool to help you quickly and easily design appealing social media graphics.)

Wednesday – Post a link to a recent blog article you wrote or a link to an 

educational article that’s relevant to your industry/business.

Friday – Ask your audience a question and engage them in conversation.

Time Saving Tip: Block 30-45 minutes on your calendar each month to brainstorm post ideas and plug them into your spreadsheet. It will save you a ton of time and make it easier for you to find content because you’re in the zone. 

#2. Look at Who’s Viewing Your LinkedIn Profile

That’s better. 😀

Can you imagine baiting your hook (or if you’re me, having someone else bait your hook), then putting your line in the water and leaving it there without ever adjusting it or checking to see if your bait is still there? If that’s how you fish, you’re probably not going to catch much. The same is true with LinkedIn. If you just set it and forget it you’re likely going to miss out on some key opportunities. 

To ensure you’re getting the best ROI on your LinkedIn marketing, I’d recommend picking one day each week to check who’s viewing your profile. If you don’t know how to do this, here is a resource. (Note: With LinkedIn Basic you can only see the last five people who viewed your account in the last 90 days. If you want to up your game consider upgrading to a LinkedIn Premium account). When you check to see who’s viewing your profile there are a couple of key things to look for:

  • Are there people viewing your profile who you aren’t currently connected to but might be good prospects or referral partners? If so, send them a personalized connection request (without letting them know you saw that they viewed your profile—that can feel a bit creepy). Your message might look something like this: “Hey John, I saw your profile on LinkedIn and was really impressed with your work in ____ industry. I’d love to connect and learn more about your business.” The same can be done for referral or strategic partners—just be sure to change up your messaging. 
  • Do you see a trend in who’s viewing your profile? This can help you determine if your posts are attracting the right people or not. For example, if I’m marketing to manufacturing companies and I have mostly dentists viewing my profile…that’s a problem. 

#3. Look for New Connections & Send Personalized Connection Requests Every Week

Lake of the Woods is 344,000 acres with over 65,000 miles of shoreline and 14,500 islands. I can attest to the size of this lake. It took us over 45 minutes once we got on the lake to drive to our fishing spot. (I really, really wanted to drive, but apparently our driver thought I might be an insurance risk—maybe next year.) Just imagine how many fish and fish species must be in a lake this size. The opportunities to catch fish are endless, but you’ve got to actually fish in order to catch anything. The same is true for LinkedIn B2B marketing strategies. If you only have 50-100 connections and you’re not continually adding new connections you’ll be fishing in a small pond vs. a 344,000-acre lake. 

So why is it important to add new connections on LinkedIn? 

  • The more people you are connected to the greater exposure and opportunities you have.
  • If someone searches for your industry or type of company on LinkedIn you’ll only appear in that search if you are a 1st, 2nd or 3rd degree connection or if you’re in a group with that person.

Who should you connect with on LinkedIn?

  • Clients
  • Strategic partners—professionals you do business with who tend to refer business to you on a regular basis
  • Prospects
  • Members of organizations or associations you are members of
  • Key influencers in your industry

How do you make new connections on LinkedIn?

  • Start by crafting a personalized connection request. What do you know about the person and their experience? Do you have something in common with them you can reference? Why do you want to connect with them? 

Timesaving Tip: If you want to send connection requests to a certain type of prospect or members of an organization you belong to, consider creating a personalized connection request that applies to that group that you can simply copy and paste.

Soapbox Moment: The #1 thing you should avoid AT ALL COSTS is sending sales-y messages to a connection after they accept your connection request. It’s the fastest way to lose credibility and trust with your new connection. It’s like asking a blind date to marry you after your first date. Instead, think about how you could nurture that relationship. If we use the dating/marriage analogy, nurturing the relationship might be doing something thoughtful for the person. Maybe sending flowers or a text to thank them for a nice evening.

Nurture your business relationship

This can be done in a few ways:

  • Send new connections a link to a blog you just wrote or to a helpful resource.
  • Ask them to look at the people you’re connected to and see if there’s anyone they’d like an introduction to.
  • Ask them questions about their business to get to know them better, like “Who’s your target market?”

I hope you found these B2B LinkedIn marketing strategies helpful. Just like fishing, you really need to focus on your long game. If you expect to catch a 27-inch walleye on your first cast, you’re likely going to be disappointed. Marketing on LinkedIn takes time, but if you incorporate these three strategies and do them consistently you will reel in the big one. After 15 hours on the ice, I reeled in a 27-inch walleye. It was the biggest one our group caught in two days of fishing! 

If you need help with your LinkedIn profile, developing your LinkedIn content strategy or generating leads on LinkedIn, we’d love to chat with you. Simply click here to schedule an exploratory call with me!

BE CREATIVE AND GET YOUR PROSPECT’S ATTENTION

BE CREATIVE AND GET YOUR PROSPECT’S ATTENTION 900 600 WildFigAdmin

During this chaotic time, people are more stressed and distracted so you have to work harder to get your prospect’s attention. This means drawing from your creative well to come up with outside-the-box ideas you can incorporate into your company’s communication. Let’s take a look at how you can do this via three main communication touchpoints: emails, sales meetings and content.

Elevate your email game

Do you ever feel like your inbox is one big garbage heap and you have to sift through a bunch of junk to find the important stuff? So do your prospects. Take your emails to the next level by incorporating GIFs, video messages and other clever or witty content to stand out from other businesses trying to solicit your prospect’s attention.

In addition to a well-crafted subject line that encourages people to open your email, here are some great ideas:

Include GIFs

We can go back and forth about how to pronounce them (Does GIF start with a hard “G” or a soft “G”?) but if you have a pulse, we think you’ll agree that a well-placed GIF is worth a thousand words. Add one of these puppies to your email and increase your response rate. At Wild Fig, we’ve had great success with these friendly little files. Plus, they make sending prospect emails a whole lot of fun!

Include a video

A study by Martech Advisor reveals that including video content in your email can increase click rates by a whopping 300%! Not taking advantage of this enormous asset, at least periodically, is shortsighted at best. And don’t overcomplicate things. It can be a simple video taken on your smartphone. Show your product “in the field” so your prospect can easily envision how it can work for them. Be sure to include the word “video” in your subject line and include a thumbnail of the video in your email so it captures the attention it deserves!

Take a witty approach

Stand Out Subject LinesWhen was the last time you received a sales email that actually made you laugh out loud? Let’s be honest. The vast majority of sales emails are lackluster at best…and tacky at worst. Clearly, this is an area where every company can stand to improve. Next time you compose an email to one of your prospects, leverage the “boring norm” to your advantage and poke fun at sales emails. A witty approach will certainly jar your prospect out of their sales-email-induced-coma and will leave them with a distinct impression of your business. Maybe this company isn’t like every other company. Maybe they have something truly unique to offer.

Find these and other creative ideas in one of our recent posts!

When you go the extra mile to make your emails memorable, you not only provide value but you also demonstrate creative outside-the-box thinking. This helps pique your prospect’s interest in your company and the way you do business and it’s one great way to encourage them to engage with your unique brand.

Rock your prospect’s socks off at your next sales meeting

Maybe you can’t take a prospect to coffee or lunch in the traditional sense right now but you can host a virtual coffee or lunch meeting. Get creative and send your prospect a virtual Caribou or Starbucks gift card and invite them to a virtual meeting over a cup of joe. Or consider utilizing Uber Eats to deliver lunch to your prospect and host a virtual lunch meeting. If you’re looking to encourage prospects who are reeling from the devastating effects of COVID-19, Send Out Cards allows you to send personalized cards and gifts—an easy way to encourage someone across the miles…or just across town.

Craft killer content that people actually want to read

Your prospects and customers are hungry for valuable information that addresses their pain points and helps them grow their businesses. (Probably the same reason you’re reading this post right now!) Create content in the form of blogs, ebooks, guides and checklists and encourage your sales team to utilize them to get in front of your prospects. These pieces of content can be shared as articles on LinkedIn to increase your credibility and help establish trust. You can also add pop-ups to your website and invite website visitors to give their contact information in exchange for these valuable resources.

Remember, the ultimate goal is to break through the “noise” and provide value for your prospects at every turn. With attention-grabbing emails and valuable content, your sales team will increase their number of leads and get more sales appointments on the calendar. But it doesn’t stop there. By running creative sales meetings, you can continue to warm up your leads and move them through the sales funnel.

Interested in more ways you can generate leads and grow your business during this crazy time? Schedule a complimentary strategy session with Jen here!

Wild Fig Marketing is your digital marketing agency. Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand.

Coronacoaster

RECONFIGURING YOUR SALES STRATEGY AS WE RIDE THE CORONACOASTER

RECONFIGURING YOUR SALES STRATEGY AS WE RIDE THE CORONACOASTER 900 600 Jen Hiltunen

The coronavirus has certainly taken us all on a ride this year, hasn’t it? But as with any major life disruption, there are opportunities hidden in the chaos. It’s just a matter of finding them.

The pandemic offers the opportunity to take stock of your business—what you’re doing well, what needs some work, and what you could be doing but aren’t—and make adjustments so you can keep moving forward. In this blog, we invite you to take a look at your sales strategy—to rethink both what you’re selling and how you’re selling it—so you can keep the leads coming in and your sales numbers high.

Pay Attention to Changing Customer Needs

Sales are what connect your offerings to the market. To make that connection, you need to keep a pulse on your customers’ needs.

Lifestyle shifts due to the pandemic mean customer needs have changed. Ask yourself: “What do my customers need (or want) that they aren’t getting?” Or, perhaps even more importantly, “What are they getting from my competitors that I’m not offering?” Use those insights to inform your strategy.

This is a chance to learn more about the issues that drive greater or reduced use of your products, identify new problems you could help customers solve, and build a strategy that adapts your offerings to capitalize on these things. It’s an opportunity to get clear about the issues that are likely to drive customer buying choices.

Adjust Your Messaging

Next, consider how you can reposition your product or service to solve your customers’  problems or concerns. How can you communicate to your prospects the ways in which you can help them adjust to the changing environment?

Reframe the way you sell so you are focusing on the most urgent concerns of your prospects, such as pandemic-related business disruptions, problems with their supply chain, or how to lead their remote or hybrid workforce.

Be careful though—you don’t want to come off like you are taking advantage of the pandemic to make some extra cash. Rather, your messaging should communicate that you understand what your prospects are dealing with and you want to help. It can be a fine line.

Continually reassess your messaging to ensure you are being sensitive to the situation and are infusing your communication with empathy. Offer genuine help and support, show gratitude, and look for ways to build relationships—not just sell products.

Use Technology to Improve the Sales Experience

The pandemic has caused us to move most of our sales interactions to video meetings or phone calls. Initially, the idea was to use virtual meetings as a patch until everything went back to normal. But what if we were to rethink that? Can we use these platforms to improve the sales experience, to make it more compelling for our prospects and clients? The answer, as you can probably guess, is yes.

Virtual interactions offer the opportunity to create a whole new experience for prospects and customers. Virtual meetings make it much easier to bring in industry experts or customer support staff to provide greater expertise and insight into our customers’ pain points. They also make it easier to connect customers with company leaders to address concerns and give customers an over-the-top service experience.

And if you think that embracing virtual interactions will only benefit customers, you’d be wrong. According to a recent Hubspot survey, 64% of sales leaders who adopted a hybrid or fully remote sales model this year hit or exceeded their revenue targets. And in a year like we’ve had, those are excellent numbers.

Think about how your sales experience can deliver value for your leads and prospects or help your customers gain insight into the challenges and opportunities the virus has brought about. Design your sales experience to help them think through the problems they are experiencing and come up with new solutions that could benefit their business.

Don’t Overlook the Details

As we move to a more virtual sales experience, it’s important to continue connecting with prospects and clients in memorable, tangible ways. It may take some advance planning and forethought, but even small, thoughtful details can make all the difference.

A few ideas:

  • Ship physical samples, models, or prototypes to clients, then follow up with a phone or video call.
  • Use video to offer value—record video blogs, tutorials, webinars, customer testimonials, interviews, product videos, and so on to share with your prospects.
  • Send a thank-you card after your initial meeting instead of just an email.
  • Send your prospect a bag of gourmet coffee so they can enjoy a cup during your Zoom call.
  • Have lunch delivered during your virtual meeting so you can eat together.
  • Invite them to join you in a virtual wine tasting, chocolate tasting, and so on as a way to connect further and enjoy something fun together.

Offer your prospects creative, unique ways to interact with you, and use up some of that travel budget you aren’t using right now anyway.

Try New Tools and Prospecting Strategies

LinkedIn Lead Generation

If your usual lead generation routes have dried up during the pandemic, it’s time to switch things up. There are still great leads out there—you just have to know where to find them.

Here at Wild Fig, we have had the most success using LinkedIn campaigns. Over the past year, we have run a new campaign every 8 weeks or so, resulting in some of our biggest sales of the year. All in all, we have generated nearly $200,000 in annualized revenue just from LinkedIn campaigns! We have also added 958 new contacts to our email database—giving us a lot of potential for new clients in the future.

Want to explore LinkedIn campaigns to see if they could be a good fit for you? Learn more here or schedule a connect and explore call to talk further. We look forward to working with you to generate leads and boost your sales!

HOW EBOOKS CAN GENERATE LEADS FOR YOUR BUSINESS

HOW EBOOKS CAN GENERATE LEADS FOR YOUR BUSINESS 900 600 Jamie Beebe

Lead generation: it’s a constant need for a growing business. Without quality leads, your growth will stagnate and you’ll go nowhere fast. For most businesses, lead generation is the number one goal for their marketing dollars — in fact, in 2016, 85% of B2B marketers put lead generation at the top of their content marketing goals.

You’ve probably heard us say before that content marketing is key to generating quality leads. Customers like when a business is willing to meet them halfway, providing something of value to win their business. Blog posts are the most common example of this, but their longer, more comprehensive cousin — the eBook — is rising in popularity and proving to be equally effective for generating quality leads. Let’s take a closer look at eBooks.

What is an eBook?

An eBook is a practical guide or analysis that addresses a concept or trend of interest to your audience and provides information that your prospects can apply to their own challenges. eBooks are conversational in tone (unlike the more scholarly whitepaper) and typically present an overall look at an issue, trend, or industry. An eBook can include original content, collect product reviews, case studies, or testimonials, or curate content that has appeared in other formats (such as blog posts).

eBooks are designed for skimming. They don’t need to be extremely long — generally anywhere from 12-40 pages or so will suffice. Content is usually broken into smaller sections, separated with visual components like bulleted lists, photos, icons, call-outs, or infographics. An eBook should be equally informative and entertaining, presenting information that is quickly absorbed and easily implemented in a visually stimulating format.

Different Types of eBooks

An eBook can be organized in dozens of ways, but the following are six of the most effective formats for businesses.

  • Step-by-Step Guide. A “how-to” eBook, used to answer the “how do i…” questions your clients have or highlight the ways that your products or services can aid in the process of doing something that is relevant to your audience.
  • Deep Dive. A highly educational eBook used to walk your readers more thoroughly through a step in a process or dig deeper into a particular topic.
  • The Roundup. An eBook made up of compiled resources or expertise either from other sources or from your own previously written content. This could be used to compile information from experts on a topic or gather old blogs together into one cohesive presentation.
  • Q&A. Pretty self-explanatory, this eBook is like a more extensive FAQ page. Use it to address the key questions you get from clients or questions that hold your audience back from connecting with you.
  • Tips, Tricks, and Lists. Use this type of eBook to focus on a popular question your readers have that is related to your business, offering a series of suggestions or resources.
  • Diagnostic Assessment. Similar to a troubleshooting tool, this style of eBook is ideal if your audience has different types of problems that can be solved with your method, services, or products.

Build Trust With Your Audience

There is one very important psychological element involved in the process of closing a sale that those of us in business should never forget — trust. A customer needs to trust you before they’ll buy what you’re selling. There’s a reason no one wants to buy from sleazy used car salesmen — we don’t trust people who are trying to push us into buying a product. One of the best ways to attract leads and close sales is by establishing your trustworthiness. Offering your audience a relevant eBook can help accomplish that.

eBooks are not brochures or sales pamphlets. Instead, the focus of an eBook is on educating your prospective customers. Giving potential clients information that helps them arrive at a meaningful decision is a soft-touch way of persuading them that you are the right choice. Customers go through three stages before purchasing: awareness, consideration, and decision. eBooks take the customer from the consideration stage to the decision stage by offering useful content and highlighting your credibility.

eBooks are informative and educational in nature. They raise important questions and concerns customers have and answer those questions with evidence, research, and logic without pushing a sale. Offering useful information in the form of an eBook can not only help you complete a sale, it can also establish your business as a thought leader in your field and convince customers that you are an expert in your domain.

How eBooks Generate Leads

An eBook offers valuable resources that website visitors will be willing to trade information about themselves to access. In fact, a recent report showed that 63 percent of users said they’d provide their email for an eBook.

An eBook offers a sort of “sample” of what you are selling (much like those pizza samples we all love at the grocery store). It shows your audience you have worthwhile products or services to offer and you’re willing to prove that. An eBook is attractive to consumers because it doesn’t seem like a marketing tool. Instead, it presents more like a way to provide expertise or entertainment. It shows off your knowledge and gives website visitors a way to engage with you that requires little commitment on their part. This opens a door for you to nurture and convert them into customers.

What’s more, eBooks are easy to promote on social sites such as Facebook, LinkedIn, Twitter, or Instagram, as well as in email newsletters or by adding a link to your email signature. They provide the opportunity to start a conversation with your audience and drive them to your website. More website visits = more opportunities to generate leads and convert them into clients.

Want to see an example? A member of our team recently wrote an eBook for our website detailing some of the top reasons to outsource your marketing — check it out here!

If an eBook sounds like a good fit for your business, but you don’t have the time or skills to create one yourself, Wild Fig can help! We can write and design a relevant eBook that will help generate quality leads for your business. Contact us today to get started!

USING LINKEDIN TO GROW YOUR BUSINESS

USING LINKEDIN TO GROW YOUR BUSINESS 900 600 Amy Judge

LinkedIn is today’s yellow brick road to business growth. 61 million LinkedIn users are senior-level influencers and 40 million are in decision-making positions. If you want to grow your business, you have to go where the right people are. If you’re not on LinkedIn or you’re not maximizing its capabilities, you’re missing out on tremendous growth potential. LinkedIn is complex and multifaceted and it can be hard to know where to begin. Here are seven tips to get you started!

Tip #1: Keep your profile fresh and vibrant

You want your LinkedIn profile to stand out from the crowd. This means weaving in your unique voice and personality. Because ultimately, people do business with people, an authentic voice will grow your connections and increase your sales opportunities much more than a generic, lackluster profile.

Also, your LinkedIn profile is not a “one and done” deal. Keep your content fresh! Did you recently acquire a certification or receive an award? Add it to your Licenses & Certifications or Accomplishments section. Did you switch job positions? Update your title in the Intro section. Did you switch companies? For the love of all that’s good and holy, update your employer in the Intro section as well. Too many LinkedIn profiles have about as much pizzazz as the 90’s sport jacket that’s collecting dust in the back of your closet – they stink and they’re totally irrelevant. Case in point? I recently wished someone a happy work anniversary only to find out they left that company three years ago but never updated their profile to reflect the change. Let’s just say that when I think of industry leaders, they don’t come to mind.

Does your LinkedIn profile need a refresh? Check out our LinkedIn Tune-Up Package here!

Tip #2: Clearly define your target audience

The idea behind LinkedIn is to connect with people who might be interested now or in the future in what you have to offer, provide them with value and when they’re ready, embrace them as customers who eventually go on to promote your brand. In other words, it all begins with an on-point audience. Take the time to nail down your audience so you can call out their specific job titles in the About section for more effective lead generation.

Tip #3: Prioritize SEO

With over 675 million LinkedIn users, the potential for connecting with prospects is virtually limitless. However, because of the vast potential, you’re a needle in a haystack without an SEO strategy. Identify and incorporate keywords into the About section that accurately reflect who you are and what you do.

You can also boost SEO by keeping your content fresh and relevant. For example, how is your business navigating COVID-19? If you released a COVID positioning statement on your website, link to it on your LinkedIn profile. How does the Black Lives Matter movement intersect the way you do business? If you create a LinkedIn post on the subject, link to it on your website. Links help boost SEO rankings and increase your searchability. Also, encourage your team to share content from other team members to widen the sphere of influence for each post and ultimately, direct traffic back to your company website. Note: The more frequently you share engaging content, the higher your page will appear in search results.

Tip #4: Provide value…not a sales pitch!

No one wants to be sold, especially on LinkedIn, so if you’re into the hard sell, LinkedIn isn’t your jam. LinkedIn users value thought leadership and innovative ideas so share the valuable content they’re looking for and likely to reshare on their profiles. This helps you grow your reputation as an industry leader and helps you develop an even more solid web of on-point connections.

Tip #5: Weave in rich media

Did you know that rich media boosts social media engagement by over 600%?! In light of this startling statistic, it would be foolish not to leverage this tool to expand your LinkedIn connections and grow your business. And you don’t have to be a graphic designer or an IT nerd to implement it. Rich media can be as simple as a photo collage or a short video. Up for a larger feat? Upload a PowerPoint or host a live video educating your audience on a relevant topic that provides value and demonstrates your expertise.

Hot Tip #6: Build campaigns

One great way to attract attention to your brand is through an ad campaign. Utilizing LinkedIn’s built-in Campaign Manager is an easy way to create an ad that highlights your brand’s offerings. Choose an add with rich media content to pack an even bigger punch!

Want to take your LinkedIn lead generation to the next level? At Wild Fig, we offer a LinkedIn Lead Generator Program that makes it easy to attract warm leads, increase your sales and grow your business. Learn more here!

Tip #7: Track your analytics

There are an abundance of ways to optimize your LinkedIn profile. Analyzing your analytics makes it easy to see how your profile is performing so you can put your efforts into the content that will give you the greatest return. Want to know how your connections are responding to your updates? Do you know what the demographics of your profile visitors look like? Access your analytics through your LinkedIn admin center or admin widget or through your analytics module.

Wild Fig Marketing is your digital marketing agency! Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!

IS IT TIME FOR AN ONLINE MARKETING MAKEOVER?

IS IT TIME FOR AN ONLINE MARKETING MAKEOVER? 900 600 Kari Switala

If your online marketing is looking a bit out of date, it may be time for a makeover! Giving your marketing a fresh look doesn’t always mean a complete overhaul – there are a few small things you can do that will make a big difference in your online appearance.

REFRESH YOUR TIRED LOGO

If your logo has been around a while, or if it no longer effectively represents your brand, it’s time for a refresh. Again, there’s no need to go overboard here – you don’t necessarily need a whole new logo. A few small changes can do the trick. For instance, you could add a symbol to your current logo or change the color scheme. Our logo has changed 3 times over the years! As you can see, we didn’t make major changes – just tweaked the color scheme each time. The color of your logo should reflect your brand’s persona (more on that in a bit). If your logo’s colors no longer do that, or if your brand’s personality or values have changed, a color refresh could be just what you need.

When making changes, keep current and upcoming design trends in mind to make sure your logo is relevant to today’s market. Simple/minimalist designs, geometric shapes, unusual fonts and gradients or neon colors are a few current trends to take note of. Ultimately, you want a logo that simply and effectively conveys your brand’s ideology and resonates with consumers.

SAY GOODBYE TO STOCK PHOTOS AND HELLO TO CUSTOM PHOTOGRAPHY

If your website is full of generic stock photos, adding some custom photography can make it much more engaging. Stock photos might look fine on your site, but they don’t show potential customers who you are as a company. We recently hired Dan at The Anthologie to do a photoshoot with our entire team and a bucket of props! Not only was it a lot of fun, but we ended up with great photos that represent who we are in a simple but effective way. Photos of your team also show potential clients who they will be working with. This helps consumers get to know you a bit before they even meet with you!

Updating your photos on a regular basis also shows potential clients that you’re keeping up with trends and are on top of things. This goes a long way to building consumer confidence. Also, make sure your photos are optimized for both desktop and mobile (a good photographer can help with that). And don’t forget your social media photos! Regularly changing photos on social media helps to keep engagement up. People are inundated with images every day – to stay relevant, you need to update your photos often.

 

SHAKE UP YOUR EMAILS WITH NEW HEADERS

Keep your emails fresh and relevant by using updated headers that reflect seasonal elements or highlight upcoming special events. It’s an easy change that doesn’t take a ton of time and helps make your emails more eye-catching. Your email header should grab people’s attention and make them want to continue reading. In order to do that, you need to change it up often. Your clients’ inboxes are likely filled with countless new emails on a daily basis, so make sure your email headers stand out in the crowd. We love using www.canva.com to create ours – check it out!

CREATE AN ONLINE LOOK THAT REFLECTS YOUR PERSONA

Ours is all about fun, passion & creativity…wait till you see our new website (coming soon)! What is your brand’s persona? If you’re not sure, imagine your brand as an actual human being. How would you describe them? What would their name be? How about their favorite color? Favorite food? How would they dress? Thinking of your brand in this way helps put into words who you are as a company, what your values are, and what you want to communicate to your clients and potential customers.

People love a good story. Use your online presence to tell the story of who you are. What are you passionate about as a business? How did your company get its start? Why do you do what you do? Everything on your site should help tell this story, from the words you use to your photos and color scheme. Consumers love this kind of personalization – it helps them feel connected to you, which in turn builds trust.

SPRING FOR A PROFESSIONAL HEADSHOT

Headshots can get dated quickly, as hair and clothing styles change often. If it’s been awhile since you last had your headshot taken, it’s time for a new one. Your headshot allows people to get to know you a bit before they meet you. As we’ve mentioned already, that puts people at ease and builds trust. This is crucial both for potential clients and potential employers! Therefore, it’s important to have an updated headshot on your website and all social media accounts – especially LinkedIn.

When you have your photos taken, make sure what you wear reflects your personality and your current or prospective career. Keep it simple with solid colors (avoid solid white or fluorescent colors, and choose darks or neutrals for outerwear). Bringing a tie or scarf and a couple of layers will give you options to choose from. And though you may feel silly doing it, practice your smile! Really – get in front of a mirror and practice to see what your smile looks like. You’re going for a relaxed, at ease smile.

These are just a few ideas to keep your online look fresh and relevant. Need help with any of these things, or more great ideas? We’d love to help you look fantastic online – contact us today to see what we can do for you!

3 TIPS & TRICKS TO CONVERT MORE PROSPECTS FROM YOUR LANDING PAGES

3 TIPS & TRICKS TO CONVERT MORE PROSPECTS FROM YOUR LANDING PAGES 900 600 Kari Switala

It’s the dog days of summer at Wild Fig Marketing HQ in Minnesota. We’ve been known to cast a line or two at the end of the day (often with a cold beverage in our hands, but that’s a topic for another post!). Marketing with landing pages can be a lot like fishing—it’s more productive if you use the right lure for the type of fish you’re trying to catch.
Like great anglers, great landing pages make marketing look easy. But there’s a lot of know-how and experience that make great anglers—and landing pages—successful. Here are a few tips from the master marketing anglers at Wild Fig Marketing that will help you convert more prospects from your landing pages.
1. Tell your prospects they’re at the right place.
We’ve experienced it so many times—a Facebook ad headline catches our attention, so we click on it. But the landing page it brings us to has nothing to do with what the Facebook ad promised. Yikes!
Landing pages are all about simplicity. If they’ve clicked your ad, your prospects have already shown they’re interested in what you’re offering. Make it easy for them to confirm that your product or service is what they need, then make it easy for them to make the decision to opt into your landing page giveaway (more on that below).
So, how do you let your prospects know they’re in the right place? Just match the headline in your ad to the headline on your landing page. Yes, it’s that easy! But you do need to make sure the headline you use is compelling, engaging, and reflects your brand. Wild Fig Marketing can help with that.
2. Before you sell, give.
In today’s digital marketplace, your personal information is currency. Users expect to get something in return to sharing their name and email with you. What you give away should reflect your brand, provide something valuable, and build trust with your prospects.
The possibilities for your landing page’s giveaway are limitless. Here are a few ideas we’ve seen work well for our clients:
A guide to building their business, natural cleaning products, training their new shelter dog, or whatever it is you can help them with.
An eBook or PDF that offers a solution to a common pain point your prospects experience.
A video explaining your product or service with a free trial offered at the end.
How do you decide what to offer your prospects? Listen to your customers! Understand what drove them to work with you—likely, it’s similar to what your prospects are looking for. Comb through your online reviews, send your customers a quick survey, or just pick up the phone and ask them.
The Wild Fig Marketing team can also help you come up with high-value, engaging ideas for attracting prospects. We’d love to get our creative juices flowing for you!
3. Make the decision easy for them.
Have you heard the phrase, “make the right thing the easy thing”? It can apply to nearly anything in life—eating well, parenting, and yes, attracting prospects. Compelling visitors to your landing page to act is a big deal. As our friends at Ontraport say, “They have to decide if your product or service is for them. Then they have to decide if they like your approach, personality, and specifics (such as features). Then they have to decide if they like it all enough to take action right now.”
That’s a lot of decisions, so make the process as easy as possible. Write succinct, engaging copy that drives right to why your prospect is considering working with you and the solution you offer. Choose engaging images and videos to accompany your copy. Then, take some time to come up with button copy that affirms their decision. “Submit” and “Enter” don’t cut it. Make your button copy specific to what you’re asking your prospects to do. If you’re offering a business guide, for example, your button copy could be something like, “I Want to Grow My Business.” It’s subtle, but button copy can make a big impact on your conversion rates.
Ready to make the most of your landing pages? Wild Fig Marketing can help. Contact us today to get figgy with it.

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!

Is Blogging Dead?

Is Blogging Dead? 900 600 WildFigAdmin

IS BLOGGING DEAD? AU CONTRAIRE

Living in the midst of a continually-evolving online environment, we are constantly re-evaluating which platforms deserve our precious time and effort when it comes to marketing our businesses. One platform that is often pegged as increasingly irrelevant is that of the blog. We are here to assure you that not only are blogs relevant but they are central to your marketing strategy.

Here are 8 pieces of proof that blogs are very much alive and well!

  • Blogs sit on your website. Whereas social media platforms run distracting ads, blogs command the attention of your audience. They also increase the amount of time your audience spends on your website, increasing the likelihood of visitor engagement and conversion.
  • Blogs increase SEO.  Unlike with all of our favorite social media platforms, blog content actually populates in search engines! And when you provide relevant content, your visitors will engage with it and share it, increasing your search ranking.
  • Blogs give you the opportunity to engage one-on-one with website visitors. Be diligent in responding to all blog post comments and engage your prospective clients in conversation they value.
  • Blogs are something you own and therefore something you control. This means you’re not at the mercy of social media’s ever-changing algorithms. In other words, your SEO will not unexpectedly take a dive and leave you desperately trying to catch the wave of the latest algorithm.
  • Blogs are content marketing that helps you reach your target audience. Your blog provides the information your prospects are searching for. Your valuable content can position you as an expert in your field and who doesn’t want to do business with a field leader? Win-win.
  • Blogs are a great way for your prospective clients to get to know you, your product and your backstory better. They add a personal touch to what may otherwise be an impersonal, strictly-business website experience.
  • Blogs allow you to create more internal links on your website. This gives your website visitors a greater sweep of your website and the valuable content it contains.
  • Blogs drive website traffic. Be sure to regularly update your valuable blog content and watch your visitors come back for more! This will also increase engagement as the more fresh, relevant content you provide, the more opportunities there are for visitors to comment on and share your posts. And guess what? Increased engagement means increased conversion. Bam.

If you shut it down completely or haven’t updated it in awhile, now is the time to resurrect your blog. If your business doesn’t currently have a blog, getting a blog off the ground is one of the most important marketing investments your business will make.

If you’ve got a blog and want to know how effective it truly is, check out our complimentary Content Marketing Analysis Tool today! marketinganalysis.wildfigmarketing.com/free

 

HOW TO FILL YOUR SALES FUNNEL

HOW TO FILL YOUR SALES FUNNEL 900 600 WildFigAdmin

The funnel… It’s not what it used to be.

Remember when a funnel was a device used in the kitchen to put jam into jars, and in the garage to put oil in the engine? Today, in marketing-speak, it describes the channel your prospects enter, which narrows down like the hat of the Tin Man, delivering a smaller, select group of nearly-converted customers into your eager hands. It’s an important early step in the customer’s journey.

Keep That Funnel Full

We see lots of talk about filling your funnel, and for good reason. You’ve always got to be filling that funnel: generating leads, connecting with prospects. Even if you have all the customers you could wish for, it’s dangerous to get complacent. Things change: companies go out of business or switch their loyalties, so whether you’re sitting pretty with a full roster of great clients, or looking at gaps in your schedule or production line, you always need to be filling that funnel.

When your funnel is full, you’ve got plenty of highly qualified prospects lined up, so it’s easier to relax. It’s also good to know that you’re not overly dependent on every current customer and client: you’re in a much stronger bargaining position when your funnel is full, and you don’t have to acquiesce to every demand at the negotiation table.

The important thing is to consider funnel-filling a maintenance activity. Incorporating ongoing activities which attract prospects is key: You don’t want to be scrambling when a client surprises you by departing.

How Do You Fill Your Funnel?

There are plenty of tools out there for generating leads. In fact, there are so many that it’s easy to get overwhelmed. We recommend that you keep your ear to the ground and stay acquainted with the options out there, but focus on a few activities which suit your industry, your clientele and your personal affinity. As long as you keep replenishing your supply of potential new clients, you’ll be in good shape. No one can or should engage in all the tools out there for attracting leads — try a few methods, and keep what works.

Here are our favorite funnel-fillers at Wild Fig Marketing.

Email Marketing

According to the Data and Marketing Association, for every $1 you spend on email marketing, you can expect an average return of $38. That’s a pretty good return, right? Email lets you keep in touch with people who have expressed an interest in you. Have you ever visited a website, and signed up for their newsletter simply to make sure you remembered the organization and what they’re up to? That illustrates the power of email marketing.

Blog to Establish Credibility and Attract Loyalty

Establish a credible blog. That means providing lots of useful, objective, insider info to people and companies in your industry. It doesn’t mean loading each post with lots of sales pitches. The goal is not to sell to your readers, but to earn their trust and respect. Generously sharing industry news and expert advice will earn loyalty, and increase traffic. When readers truly value your content, they’ll keep coming back AND they’ll trust your expertise.

Lead Magnets

Have you ever visited a website, and encountered a pop-up? They typically entice you to enter your email address in exchange for restricted content, such as a white paper or a tutorial. This is a great way to turn visitors into leads, while establishing your qualifications in the field.

Fill Your Sales Funnel

These are just three of the dozens (maybe hundreds?) of ways to fill that vital sales funnel. Experiment! Try a few techniques, and find two or three favorites which suit your business and your personal style. When you know you’ve got more business right around the corner, the pressure is off–it’s a lot more fun to do business, no matter what your industry. If you need help with any of this, feel free to contact us to get something started!

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